2. T H E „ YA R D L E Y ‟ E X P E R I E N C E
The ad-campaign called “The Yardley
experience” has been designed to capture different
human emotions. It is an attempt to position the
brand and associate it with consumer’s emotions.
3. T H E „ YA R D L E Y ‟ E X P E R I E N C E
Traditionally, all perfume and deodorant brands have
been promoted using the machismo and sex-appeal
factors. The target group of 25-35 years is intelligent
and sophisticated enough to understand this cliché.
Promoting it as an experience, motivates the
customer to relate the brand with various emotions that
they undergo, thus prompting them to make the brand
an intrinsic part of their life.
4. LOGO
•The color gold is
recognized as a
symbol of royalty,
superiority and
luxury.
•It aptly passes on
the Yardley legacy
to Indian
consumers.
5. SLOGAN
“Experience the legacy of luxury”
Since Yardley is an age old trusted cosmetic brand of England in the
luxury segment, we intend to pass on the same legacy of luxury to the
Indian consumers and offer them a wholesome experience, hence the
slogan…Experience the legacy of luxury.
6. AD CAMPAIGN
TV campaign
Print
Radio campaign
Online
P2P campaign
8. TV CAMPAIGN
TV AD
It would be very captive of the viewer‟s attention when a still image ad
is aired amidst other motion ads.
The soothing music along with different images showcasing various
human emotions would catch hold of the attention of the viewer and
make them relate it to their own experiences.
Air the ads at prime time, when the target customer group (25-35
years) is watching TV.
9. TV CAMPAIGN
Sponsor new TV programs targeting young audience.
Create a Yardley song which the viewers can hum. This would
create a lasting and impressionable image of the brand.
The aim of TV campaign is to create “Brand Cognition” in the
mind of the consumers.
11. PRINT CAMPAIGN
Print campaign is aimed to foster the “Brand Cognition” created
by TV campaign.
Ads in Men‟s and Women‟s Magazines - Here several pages would
be dedicated to images used in the video campaign. These images,
appearing repeatedly after a few pages would build up curiosity
among the consumers. It would be complemented by a “fragrance
strip” on the last page to test the various fragrances.
12. PRINT CAMPAIGN
Advertisements in supplements of leading newspapers.
Billboards at busy crossroads.
All this would result in creating “Better Brand Recall”.
14. ONLINE CAMPAIGN
Facebook Page - “Yardley of India” page should be created which
will publicize the Yardley brand through competitions, celebrity
discussions and personal experiences as showcased by advertisements.
Facebook Apps - like “know your freshness quotient”, “fragrance of the day”
etc. should be created to involve the users personally to the Yardley
experience.
Facebook Games – Certain games like car races, treasure hunt etc.
can be developed in which prominent positioning of the product can be
done.
16. ONLINE CAMPAIGN
Twitter - Twitter handle will be created. Followers would be updated with
all the new product launches, campaigns and other related news. Moreover,
more followers could be enticed by creating a dedicated channel involving
celebrities and followers. Also, Yardley users can directly report using Twitter
handle about the unavailability of Yardley Products near their places which will
help Yardley in quickly responding to the customer needs.
Blogs / Discussion Links – Yardley Blog should be created showcasing
the different Yardley products and inviting user comments on them. This will
help in 2-way communication between Yardley and its consumers.
17. ONLINE CAMPAIGN
The YARDLEY website:
• A dedicated space to consumers: Giving everyone their own id and
password. This will induce a sense of association and ownership to
each customer.
• Surveys for customers as well as non-customers and promotional
competitions like “ Gift the Yardley experience” and exclusive
exhibitions for online members can be done.
• Encouraging users to discuss their odour related problems for which
solutions can be provided.
• All this would provide enthralling customer experience and also
data collected here can be used for further market research.
18. RADIO CAMPAIGN
25-35 yrs population generally travel to their workplace during 8-10
a.m. in morning and 6-8 p.m. in evening. This is the time when these
people listen to radio while travelling. Thus, our Yardley radio
advertisements should be aired during these timings to focus on target
group.
Yardley can sponsor shows being aired at these timings.
Various contests should be conducted in which Yardley gift hampers
would be given to publicize the products.
19. P2P(PERSON TO PERSON)
CAMPAIGN
Road-shows
Promotional activities in malls
Un-manned Kiosks – where consumers can unhesitantly come to
have “touch and feel” experience of the product.
20. “…we believe that promoting Yardley products as an
experience would differentiate the product and appeal to the
potential customer in a novel sense…”
