Irish brands

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


Target Customers• Employers & providersEmployers & providers

• Interest groupsInterest groups

• General publicaGeneral publica

• DiasporaDiaspora

• Tour companiesTour companies

• Academics & schoolsAcademics & schools


Target Networks• Hotels & AccommodationHotels & Accommodation

• Local tour operatorsLocal tour operators

• Tourist BoardsTourist Boards

• Travel agentsTravel agents

• County Enterprise BoardsCounty Enterprise Boards

• Competition & substitutesCompetition & substitutes


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


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


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


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


• 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:


• 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:


DUBLINER CHEESE

Repositioning the Brand


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”


“DUBLINER”

• Change the name or change the tagline?

– Company not keen on changing the name

– “Everyday premium cheese”


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


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


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?


New TV Ad: Appeal to all age groups

“Everyday Premium Cheese”


“Everyday Premium Cheese”


Odlums

Awareness and Association

Restage the Brand

Reconnect with Target Audience


Odlums

Four Ways to Reconnect:

1. National Crusade (Traditional Customers)

2. Celebrity Endorsement (Adults - Men)

3. Schools (Children)

4. Redesign Website (All Ages)


National CrusadeCupcake Campaign

• Target Audience: Children, Parents, Teens• Repackage Quick Cake Mix

– Gender Specific Packaging

• Recipes on Packaging with Links to Website


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


Celebrity Endorsement m

Tommy Bowe

– Focus on Home Baking and The Family– Product Placement eg. Ireland:AM– Appearances in Supermarkets, Schools,

TelevisionRobert FarrellRobert Farrell

SchoolsGet Children Interested in Baking

• “Odlum’s Cake-Off”

• Reinforce Baking as a Fun Hobby

Aim is to Bring

Baking Home Again


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


Odlums

“Odlum’s Cupcakes – It’d be rude not to!”


Thanks for listening…Thanks for listening…

Any Questions?Any Questions?


Irish brands

Education

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