irish brands
DESCRIPTION
A look at 3 irish brands steeped in history & traditionTRANSCRIPT
Irish BrandsIrish Brands
Review & RecommendationsReview & Recommendations
Robert FarrellRobert Farrell
Cnoc Suain• Cnoc Suain will be the cultural hub of Western IrelandCnoc Suain will be the cultural hub of Western Ireland
• Build Fame, Hope & ClarityBuild Fame, Hope & Clarity
• Objectives:Objectives:– Increase brand awareness and salesIncrease brand awareness and sales– NPDNPD– Form business networksForm business networks
Robert FarrellRobert Farrell
Target Customers• Employers & providersEmployers & providers
• Interest groupsInterest groups
• General publicaGeneral publica
• DiasporaDiaspora
• Tour companiesTour companies
• Academics & schoolsAcademics & schools
Robert FarrellRobert Farrell
Target Networks• Hotels & AccommodationHotels & Accommodation
• Local tour operatorsLocal tour operators
• Tourist BoardsTourist Boards
• Travel agentsTravel agents
• County Enterprise BoardsCounty Enterprise Boards
• Competition & substitutesCompetition & substitutes
Robert FarrellRobert Farrell
New Programs• Bakery, butter & cheese making,Bakery, butter & cheese making,• Whiskey & Guiness courseWhiskey & Guiness course• Music: Guitar, banjo, mandaline, bouran.Music: Guitar, banjo, mandaline, bouran.• Home gardening/ sustainability,Home gardening/ sustainability,• 200 years of Ireland,200 years of Ireland,• Walking tours,Walking tours,• Weaving & Cris making,Weaving & Cris making,• Flora & Fauna,Flora & Fauna,• Horse riding, fishing & boating,Horse riding, fishing & boating,• Painting, Sculpting, Drawing, Writing, Poetry, PhotographyPainting, Sculpting, Drawing, Writing, Poetry, Photography• HETAC/FETAC or teachers refresh,HETAC/FETAC or teachers refresh,• Gallery sales & exhibitions,Gallery sales & exhibitions,
Ceilie, Storytelling, Drink, Restrauant, Dordain, SeannachichiCeilie, Storytelling, Drink, Restrauant, Dordain, Seannachichi
Robert FarrellRobert Farrell
Positioning statement
““Promote authentic Irish culture & traditional by Promote authentic Irish culture & traditional by immersing customers in teaching and immersing customers in teaching and
experience. Targeting both academic groups and experience. Targeting both academic groups and the general tourist, domestic and oversea’s, the general tourist, domestic and oversea’s, wishing to take part in an experential cultural wishing to take part in an experential cultural
holiday”.holiday”.
Procter & GambleProcter & Gamble TescoTescoBen & JerryBen & Jerry PatagoniaPatagonia
Robert FarrellRobert Farrell
Slogan
““Immerse yourself withImmerse yourself withCnoc Suain, the cultural spa Cnoc Suain, the cultural spa
for the mind”for the mind”
Capture ImaginationCapture ImaginationCultureCultureEscapeEscape
No clear sloganNo clear slogan
Robert FarrellRobert Farrell
Awareness & Fame:• Love Irish foodLove Irish food• Ducati WorldDucati World• OxygenOxygen• Jamie OliverJamie Oliver• Homecoming Scotland CampaignHomecoming Scotland Campaign
http://www.homecomingscotland2009.com/default.htmlhttp://www.homecomingscotland2009.com/default.html
Robert FarrellRobert Farrell
• Oxygen style eventOxygen style event• 2010: “Into the West”, “Volvo Oceans”2010: “Into the West”, “Volvo Oceans”• Donegal, Sligo, Galway, Limerick, CorkDonegal, Sligo, Galway, Limerick, Cork• 11 Monthly event, P.R, radio, T.V & web11 Monthly event, P.R, radio, T.V & web• Celebrities, musicians, bands, artists, fairs, comedy, Celebrities, musicians, bands, artists, fairs, comedy,
gallery, film etcgallery, film etc• Parade, ceili, river dance, street music etcParade, ceili, river dance, street music etc• Advertise on local productsAdvertise on local products
Awareness & Fame:
Robert FarrellRobert Farrell
• Sponsorship: Local, Tayto, Diageo, GAA.Sponsorship: Local, Tayto, Diageo, GAA.• NetworksNetworks• Website B2B, B2C, C2CWebsite B2B, B2C, C2C• Government fundingGovernment funding• Map & event guides with attractionsMap & event guides with attractions• Fireworks & attractionsFireworks & attractions• Attract national events to local area (Ted day)Attract national events to local area (Ted day)• Golf events, book signings, craft etcGolf events, book signings, craft etc
Awareness & Fame:
Robert FarrellRobert Farrell
DUBLINER CHEESE
Repositioning the Brand
Robert FarrellRobert Farrell
New Positioning Statement
• “increase market share, target the younger market while still respecting the old customer, focus on the taste
and grow to be an ‘everyday’ premium cheese”
Robert FarrellRobert Farrell
“DUBLINER”
• Change the name or change the tagline?
– Company not keen on changing the name
– “Everyday premium cheese”
Robert FarrellRobert Farrell
Increasing Market Share
• They want to target the younger age
group (while maintaining their appeal
to their current older customer)
• JOIN LOVE IRISH FOOD
• Focus on further developing a
current product
Robert FarrellRobert Farrell
Product Development
• Domestic volume is currently less than 900 tonnes; they are looking to push to 1000 tonnes by 2012.
– New Zip-lock bags• link in to website
– Increase the profile of the new “Light” cheese.• Link-in with Weight Watchers• Review the success of current Light Dubliner TV ads• In-store promotions
Robert FarrellRobert Farrell
Website and Ads
• Website needs a redesign– Kids Zone (with games, etc)– Information on nutritional value– Recipes– Competitions for vouchers for family activities,
days/evenings out, etc.
• Radio ads should be changed– New TV ads are more appealing than their old
ones• New generic ad for the whole brand?
Robert FarrellRobert Farrell
New TV Ad: Appeal to all age groups
“Everyday Premium Cheese”
Robert FarrellRobert Farrell
“Everyday Premium Cheese”
Robert FarrellRobert Farrell
Odlums
Awareness and Association
Restage the Brand
Reconnect with Target Audience
Robert FarrellRobert Farrell
Odlums
Four Ways to Reconnect:
1. National Crusade (Traditional Customers)
2. Celebrity Endorsement (Adults - Men)
3. Schools (Children)
4. Redesign Website (All Ages)
Robert FarrellRobert Farrell
National CrusadeCupcake Campaign
• Target Audience: Children, Parents, Teens• Repackage Quick Cake Mix
– Gender Specific Packaging
• Recipes on Packaging with Links to Website
Robert FarrellRobert Farrell
National Crusade
• Supermarket Tasting and Promotions• Contact Local Cupcake Companies
– Cupcake Kisses
Already part of the ‘Love Irish Food’ campaign•Sell Internationally – UK, then USA
Robert FarrellRobert Farrell
Celebrity Endorsement m
Tommy Bowe
– Focus on Home Baking and The Family– Product Placement eg. Ireland:AM– Appearances in Supermarkets, Schools,
TelevisionRobert FarrellRobert Farrell
Robert FarrellRobert Farrell
SchoolsGet Children Interested in Baking
• “Odlum’s Cake-Off”
• Reinforce Baking as a Fun Hobby
Aim is to Bring
Baking Home Again
Robert FarrellRobert Farrell
Redesign Website • More User Friendly and Family Focused
– Children’s Section
• Change Colour Scheme – More Vibrant and Modern
• iTunes Application – Recipes and RSS Feed
• Web Advertising Linking to Site– Focusing on Facebook
• Rename Facebook Page • Current: “Baking’s Back” 167 fans• Utilise Friend Finder Application
Robert FarrellRobert Farrell
Odlums
“Odlum’s Cupcakes – It’d be rude not to!”
Robert FarrellRobert Farrell
Thanks for listening…Thanks for listening…
Any Questions?Any Questions?
Robert FarrellRobert Farrell