YARDLEY“The world class experience now in India”
T H E „ YA R D L E Y ‟ E X P E R I E N C E The ad-campaign called “The Yardleyexperience” has been designed to capture differenthuman emotions. It is an attempt to position thebrand and associate it with consumer’s emotions.
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 havebeen promoted using the machismo and sex-appealfactors. The target group of 25-35 years is intelligentand sophisticated enough to understand this cliché. Promoting it as an experience, motivates thecustomer to relate the brand with various emotions thatthey undergo, thus prompting them to make the brandan intrinsic part of their life.
LOGO •The color gold is recognized as a symbol of royalty, superiority and luxury. •It aptly passes on the Yardley legacy to Indian consumers.
SLOGAN“Experience the legacy of luxury”Since Yardley is an age old trusted cosmetic brand of England in theluxury segment, we intend to pass on the same legacy of luxury to theIndian consumers and offer them a wholesome experience, hence theslogan…Experience the legacy of luxury.
AD CAMPAIGN TV campaign Print Radio campaign Online P2P campaign
TV CAMPAIGNTV AD It would be very captive of the viewer‟s attention when a still image adis aired amidst other motion ads. The soothing music along with different images showcasing varioushuman emotions would catch hold of the attention of the viewer andmake them relate it to their own experiences. Air the ads at prime time, when the target customer group (25-35years) is watching TV.
TV CAMPAIGN Sponsor new TV programs targeting young audience. Create a Yardley song which the viewers can hum. This wouldcreate a lasting and impressionable image of the brand. The aim of TV campaign is to create “Brand Cognition” in themind of the consumers.
PRINT CAMPAIGN Print campaign is aimed to foster the “Brand Cognition” createdby TV campaign. Ads in Men‟s and Women‟s Magazines - Here several pages wouldbe dedicated to images used in the video campaign. Theseimages, appearing repeatedly after a few pages would build upcuriosity among the consumers. It would be complemented by a“fragrance strip” on the last page to test the various fragrances.
PRINT CAMPAIGN Advertisements in supplements of leading newspapers. Billboards at busy crossroads.All this would result in creating “Better Brand Recall”.
ONLINE CAMPAIGNFACEBOOK PAGE FACEBOOK APPS FACEBOOKFACEBOOK GAMES DISCUSSIONS/COMPETITIONS
ONLINE CAMPAIGN Facebook Page - “Yardley of India” page should be created whichwill publicize the Yardley brand through competitions, celebritydiscussions 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 Yardleyexperience. Facebook Games – Certain games like car races, treasure hunt etc.can be developed in which prominent positioning of the product can bedone.
ONLINE CAMPAIGN Twitter - Twitter handle will be created. Followers would be updated withall the new product launches, campaigns and other related news. Moreover,more followers could be enticed by creating a dedicated channel involvingcelebrities and followers. Also, Yardley users can directly report using Twitterhandle about the unavailability of Yardley Products near their places which willhelp Yardley in quickly responding to the customer needs. Blogs / Discussion Links – Yardley Blog should be created showcasingthe different Yardley products and inviting user comments on them. This willhelp in 2-way communication between Yardley and its consumers.
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.
RADIO CAMPAIGN 25-35 yrs population generally travel to their workplace during 8-10a.m. in morning and 6-8 p.m. in evening. This is the time when thesepeople listen to radio while travelling. Thus, our Yardley radioadvertisements should be aired during these timings to focus on targetgroup. Yardley can sponsor shows being aired at these timings. Various contests should be conducted in which Yardley gift hamperswould be given to publicize the products.
P2P(PERSON TO PERSON) CAMPAIGN Road-shows Promotional activities in malls Un-manned Kiosks – where consumers can unhesitantly come tohave “touch and feel” experience of the product.
“…we believe that promoting Yardley products as anexperience would differentiate the product and appeal to the potential customer in a novel sense…”