Yankee Candle - Core Competence, Pop, Pod

YANKEE CANDLE

YCC is America’s  leading designer, manufacturer, wholesaler and retailer of premium scented candles. It started in 1969 when Michael Kittredge melted crayons to make a candle as a gift for his mother and kept on doing so until it became the large company we know today.

The first time that  YCC came to Korea was in 2000 having their first sales in supermarkets like E-mart, Lottemart and Homeplus. Nowadays YCC has 100 stores all over Korea, online store and mobile apps.

YCC main’s product, as its name indicates, are candles and air fresheners, but they also have some home fragrance and personal care products.

The price of the products start from 10,000 to 50,000 W.

In Korea there are no main competitors, they’re usually in Western societies, however other brands that are quite famous are WoodWick and Aspen Bay Candles.

YCC core competences:

The fact that YCC has a vertical integrated business model help them to develop 4 well define core competences:

• Fragrance: they try to introduce new fragrance every year and in every season counting with 180 different fragrances.
• Innovation: Continually working to expand the product portfolio, adding premium scented candles and accessories and home fragrancing items.
• Quality: Discipline of driving continuos improvement in the supply chain what enables it to produce consistently high-quality products and realizing valuable operational efficiencies.
• Performance: multi - channel distribution strategy, which ensures that the merchandise is broadly available to consumers in the US and international markets.

POP and POD

• POP: Scented products to bring fragrances into places such as houses, cars and offices.
• POD: Yankee candles pride themselves on the quality of their long-lasting scented candles. Fragrances that help customers relieve their favorites memories and make their house feel like home.