Case Synopsis, Uses, Discussion Questions, and Answers
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CASE 36 Yankee Candle: Product Management and Innovation
Synopsis: Yankee Candle (YCC) is a leading manufacturer, wholesaler, and retailer of premium
scented candles and accessories in the $70 billion giftware industry. YCC grew steadily
since its beginning in 1969. This case highlights innovative retailing strategies as the
Uses:
Chapter 5: Target market identification (Mediamark data, 2009*), Strengths and Weaknesses analysis
as part of strategic retail planning process
Chapter 4: Market segmentation
Chapter 6: Ratio analysis (Morningstar 10K report, 2010)
Discussion Questions
Yankee Candle create value for Newell Brands? ( : Evaluate Yankee Candle using
SWOT analysis to answer the question).
Students may offer suggestions for additional complementary products and also discuss the
2. Refresh your memory about marketing strategy by doing an online search
Systems and the ScentIlligent approach to experiential branding. Is this new strategic
business unit (SBU) for Yankee Candle likely to be a star, question mark, or dog in terms of
the BCG growth share matrix? Explain your answer.
This SBU could be considered a question mark. For now it would have a