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Brand Introduction & Bodyspray presentation

Brand Introduction & Bodyspray presentation. Yardley London: Unique heritage. Yardley London is one of England’s oldest and most established purveyors of quality perfumes and soaps and was re-launched in September 2010, with a reformulated and repackaged product line.

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Brand Introduction & Bodyspray presentation

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  1. Brand Introduction & Bodyspray presentation

  2. Yardley London: Unique heritage Yardley London is one of England’s oldest and most established purveyors of quality perfumes and soaps and was re-launched in September 2010, with a reformulated and repackaged product line. Steeped in a 240 year heritage, Yardley London is a quintessential English fragrance brand offering authentic and credible quality floral fragrances, which are affordable and accessible. Yardley London has two Royal warrants and prides itself on its wide range of beautiful floral fragrances and ancillary body products, inspired by England’s diverse and varied flowers.

  3. Yardley London Fragrances Each of the 5 core fragrances has been brought up-to-date – EnglishLavender, English Rose, Lily of the Valley, Peony and Iris. The addition of Orange Blossom , April Violets (back by popular demand) and the launch of Royal English Daisy in March 2011 as a celebration of the Royal wedding, makes up the current collection of fragrance, soaps and talc. Yardley London introduced a new collection of long lasting Body Sprays in all 8 fragrances.

  4. 2010 Brand summary The Yardley London range has been repackaged to give it a stronger visual identity, with vibrant colours reflective of each flower fragrance and enlarged gold foil warrants. The new house design enhances the image of the brand and reinforces Yardley London’s position as a quality, accessible fragrance house. Since its relaunch Yardley London has seen its sales grow by 44% on an annual basis. This has been driven via strong growth in the UK and International. The brand has been supported with and aggressive PR (£500k since September 2010) and advertising campaign and the launch of a new website and Facebook page.

  5. Commissioned research findings & category opportunity When asked about the Yardley London brand, customers thought the packs looked clean, bold, vibrant and classy. For those that felt that they had ‘grown out of’ the current Bodyspray category offer, they thought that they could find a more sophisticated product/fragrance choice for themselves from the Yardley London range. Customer quotes: ‘I’ve never heard of Yardley but it looks more upmarket than the others’ ‘It looks clean and expensive, whereas the rest look like teenager’s designs’ The introduction of a selection of Yardley London Bodysprays into the Bodyspray fixture would create the following opportunities: Present a range offer that is currently not available – sophisticated body fragrance that would substitute or complement a fine fragrance that a woman can use everyday. Increase sales of the category through attracting a new customer, whilst not alienating the current customer. Increase cash margin by trading up customers from Impulse & Charlie

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