Irish brands Newbridge silerware

ROBERT FARRELL

Irish Brand Review: 2007

Irish Brand Review: 2007

CONTENTSCONTENTS• 1. Overview• 2. Brand/ Product Marketing Plan.• 3. Strategies/ Product Positioning

Statements.• 4.Key Accomplishments.• 5. Advertising and Promotion

Justification.• 6.Development Plan.• 7. Sensitivities.

• 1. Overview• 2. Brand/ Product Marketing Plan.• 3. Strategies/ Product Positioning

Statements.• 4.Key Accomplishments.• 5. Advertising and Promotion

Justification.• 6.Development Plan.• 7. Sensitivities.

1. Overview.1. Overview.• Marketing Objectives• Increase awareness for all brands.• Position company in Irish Society:

– Fashionable – Sophisticated– Contemporary– Modern.

• Image: Premium and Quality.• Target the brands as being:

– Relevant to changing tastes.– Relatable to our target market.

• Marketing Objectives• Increase awareness for all brands.• Position company in Irish Society:

– Fashionable – Sophisticated– Contemporary– Modern.

• Image: Premium and Quality.• Target the brands as being:

– Relevant to changing tastes.– Relatable to our target market.

Marketing Objectives Continued:Marketing Objectives Continued:

• Maintain Cause Related Marketing.• Increase seasonal sales.• Integrate brands across different

categories.

• Maintain Cause Related Marketing.• Increase seasonal sales.• Integrate brands across different

categories.

Financial objectives:Financial objectives:

• Effective use of Budget.– Current Budget €1,680,000– Return on investment.– Increase products sales.– Increase market share.

• Effective use of Budget.– Current Budget €1,680,000– Return on investment.– Increase products sales.– Increase market share.

Key strategies & Implementation Plan:Key strategies & Implementation Plan:

• Combination of marketing activities. – Fully integrated brand message.

• Positioning as Relevant & Relatable.

• Affiliations with Irish Personalities.

• Increase Market Growth Rate.

• Combination of marketing activities. – Fully integrated brand message.

• Positioning as Relevant & Relatable.

• Affiliations with Irish Personalities.

• Increase Market Growth Rate.

Rationale for strategies:Rationale for strategies:• Above the line marketing:

– Examples: print and outdoor.– Recognition for the brand.– Increase awareness for the brand

• Below the Line Marketing:– Position the brand.– Differentiate the brand.– Deeply in-grain in Irish society.

• Above the line marketing:– Examples: print and outdoor.– Recognition for the brand.– Increase awareness for the brand

• Below the Line Marketing:– Position the brand.– Differentiate the brand.– Deeply in-grain in Irish society.

Key Issues:Key Issues:• Lifestyle patterns changing.

– Traveling.– Competitors & Substitutes.– Increase immigration

• Rising cost of materials.– specialization of craftsmanship.

• Culture Adaptations:– Smoking Ban– Consumption– Wealth – Home ownership

• Lifestyle patterns changing.– Traveling.– Competitors & Substitutes.– Increase immigration

• Rising cost of materials.– specialization of craftsmanship.

• Culture Adaptations:– Smoking Ban– Consumption– Wealth – Home ownership

More Key Issues:More Key Issues:• Evolution of dinning.• Understand consumer tastes.• Changing demographics:

– Marriages– Birth rate– Employment levels.– Education.

• Evolution of dinning.• Understand consumer tastes.• Changing demographics:

– Marriages– Birth rate– Employment levels.– Education.

2. Brand/Product Marketing Plan2. Brand/Product Marketing Plan• There are four main product

categories.– Cutlery.– Jewellery.– Giftware.– Glassware.

• There are four main product categories.– Cutlery.– Jewellery.– Giftware.– Glassware.

Cutlery:Cutlery:• Renew the Paul Costello Range.

– Focus on new sets.– 24 piece sets.– Causal dinning.– Design an ancillary range.

• Cuisine Range:– 24 piece sets.– Ancillary range- complementary pieces.

• Continue previous effects with stainless steel and silver plate items.

• Renew the Paul Costello Range.– Focus on new sets.– 24 piece sets.– Causal dinning.– Design an ancillary range.

• Cuisine Range:– 24 piece sets.– Ancillary range- complementary pieces.

• Continue previous effects with stainless steel and silver plate items.

Jewellery:Jewellery:• Focus on:• Silver as a fashion accessory.• Gold: premium quality, new range.

• New range: – Mixture of Silver / Gold Jewellery.

• Wrist Watches.– Exclusive watch range Silver/Gold Theme.

• Theme for Jewellery.• Gift for any occasion.

• Focus on:• Silver as a fashion accessory.• Gold: premium quality, new range.

• New range: – Mixture of Silver / Gold Jewellery.

• Wrist Watches.– Exclusive watch range Silver/Gold Theme.

• Theme for Jewellery.• Gift for any occasion.

Glass Ware:Glass Ware:• Release an extended range.

– Paul Costello range.– Pieces that complement cutlery

range.

• New ranges to compete with competitors.– John Rocha Range.

• Glass ware into Giftware.

• Release an extended range.– Paul Costello range.– Pieces that complement cutlery

range.

• New ranges to compete with competitors.– John Rocha Range.

• Glass ware into Giftware.

Giftware:Giftware:• Bring in other Newbridge ranges.

– Expansion of current range.– Experience-fully integrated

• Build up the set over time.– Grows with the consumers needs.

• Bring in other Newbridge ranges.– Expansion of current range.– Experience-fully integrated

• Build up the set over time.– Grows with the consumers needs.

3. Strategies/ Product Positioning:3. Strategies/ Product Positioning:

• 1. Maintain premium & quality image.– Design, raw materials, price, channels,

media & distributors.

• 2.Position brand as a Experience:– Sponsorship, association, Paul Costello

range.

• 3. Position as part of changing Irish Society.– Culture, design, products, media.

• 1. Maintain premium & quality image.– Design, raw materials, price, channels,

media & distributors.

• 2.Position brand as a Experience:– Sponsorship, association, Paul Costello

range.

• 3. Position as part of changing Irish Society.– Culture, design, products, media.

Strategies/ Product Positioning continued:Strategies/ Product Positioning continued:• 4. Differentiate the brand.

– Designs, complete sets & marketing.

• 5. Position Newbridge at younger market.– Pieces that grow with consumers.– Designs that are modern.– Reflected in marketing.

• Integrated across products & marketing.

• 4. Differentiate the brand.– Designs, complete sets & marketing.

• 5. Position Newbridge at younger market.– Pieces that grow with consumers.– Designs that are modern.– Reflected in marketing.

• Integrated across products & marketing.

4. Key Accomplishments4. Key Accomplishments

•Sponsorship•Endorsements•Events•Paul Costello•Position brand as best gift solution•Relevant today•Value

•Sponsorship•Endorsements•Events•Paul Costello•Position brand as best gift solution•Relevant today•Value

5. Advertisement/ Promotion Justification:5. Advertisement/ Promotion Justification:

• Women’s Way (65,789 Weekly) Monthly, full page colour

• Image (23,234 Monthly)Monthly, 2x half page colour

• House & Home (24,010 Bi-monthly)6 issues, full page colour

• Home Ideas 4U (26,650 Quarterly)4x full page colour

• Women’s Way (65,789 Weekly) Monthly, full page colour

• Image (23,234 Monthly)Monthly, 2x half page colour

• House & Home (24,010 Bi-monthly)6 issues, full page colour

• Home Ideas 4U (26,650 Quarterly)4x full page colour

• Wedding Belle (18,000 Quarterly)Half page, colour

• Irish Brides Magazine (6,266 Quarterly)Half page, colour

• Ireland’s Wedding Journal (11,084 Quarterly) Inside front cover, colour

• Definitive guide for your perfect wedding(10,000 Annually) Full page, colour

• Wedding Belle (18,000 Quarterly)Half page, colour

• Irish Brides Magazine (6,266 Quarterly)Half page, colour

• Ireland’s Wedding Journal (11,084 Quarterly) Inside front cover, colour

• Definitive guide for your perfect wedding(10,000 Annually) Full page, colour

• Sunday Independent (315,600 weekly) ABC1, 38% All adultsEvery 6 weeks: 8 times

• Luas(80,000 daily)5 columns, each line2 week period, 8 times

• Post card & Brochure (60,000)

• Sunday Independent (315,600 weekly) ABC1, 38% All adultsEvery 6 weeks: 8 times

• Luas(80,000 daily)5 columns, each line2 week period, 8 times

• Post card & Brochure (60,000)

• Off the Rails: Beauty and Fashion

• Ideal Homes: Approx 40,000 visitors

• Wedding & Honeymoon Show

• Rose of Tralee

• Autumn Gift Fair: Trade exhibition

• Afternoon Show:– Lifestyle, showbiz news, fashion and

cookery

• Off the Rails: Beauty and Fashion

• Ideal Homes: Approx 40,000 visitors

• Wedding & Honeymoon Show

• Rose of Tralee

• Autumn Gift Fair: Trade exhibition

• Afternoon Show:– Lifestyle, showbiz news, fashion and

cookery

• Pop-up display• Store fittings• Stand at 5 events• Brochures: 50,000

• National Breast Cancer Research Institute (NBCRI):– Voluntary charity in Galway.– €50,000 donation

• Competition:– 250 posters & 500 flyers– 4 categories, 20 prizes

• Pop-up display• Store fittings• Stand at 5 events• Brochures: 50,000

• National Breast Cancer Research Institute (NBCRI):– Voluntary charity in Galway.– €50,000 donation

• Competition:– 250 posters & 500 flyers– 4 categories, 20 prizes

Endorsements• Laura Birmingham

– Model, Ireland on Sunday, TV3

• Grainne Seoighe– RTE, Seoige & O'Shea,

• Sharon Ni Bheolain– News 2, Nuacht RTE

• Aoife Ni Thuairisg– Passion Fashion

Endorsements• Laura Birmingham

– Model, Ireland on Sunday, TV3

• Grainne Seoighe– RTE, Seoige & O'Shea,

• Sharon Ni Bheolain– News 2, Nuacht RTE

• Aoife Ni Thuairisg– Passion Fashion

Budget €1,680,000Print -560,179.125 Stalls @ events -23,125Luas -127,679.2050,000 Brochures -4,394.50Sponsor/Endorsement -500,000Rose of Tralee -100,000NBCRI -55,000Contingency -150,000Store fittings -130,280.94Competition -4,856.82Post card+Brochures -13,484.42Surplus €11,000

Budget €1,680,000Print -560,179.125 Stalls @ events -23,125Luas -127,679.2050,000 Brochures -4,394.50Sponsor/Endorsement -500,000Rose of Tralee -100,000NBCRI -55,000Contingency -150,000Store fittings -130,280.94Competition -4,856.82Post card+Brochures -13,484.42Surplus €11,000

Media ScheduleMedia Schedule• May:

Sunday Independent, Women's Way, House&Home, Image, Definitive guide to your perfect wedding.

• June:W.W, Image, Competition

• July:S.I, Luas, W.W, Image, Wedding, H&H, Home Ideas 4U.

• August:Rose of Tralee 17th-21st, Image, W.WAutumn Gift Fair 26th-28th.

• May:Sunday Independent, Women's Way, House&Home, Image, Definitive guide to your perfect wedding.

• June:W.W, Image, Competition

• July:S.I, Luas, W.W, Image, Wedding, H&H, Home Ideas 4U.

• August:Rose of Tralee 17th-21st, Image, W.WAutumn Gift Fair 26th-28th.

• September:Wedding Fair 29th-30th,Autumn Gift Fair 26th-28th,H&H, S.I, W.W, Image

• October:Ideal Homes 25th-29th, S.I, Luas, HI4U, W.W, Wedding Magazine, Image

• November:Off the Rails 16th-18th, W.W, Image, H&H

• September:Wedding Fair 29th-30th,Autumn Gift Fair 26th-28th,H&H, S.I, W.W, Image

• October:Ideal Homes 25th-29th, S.I, Luas, HI4U, W.W, Wedding Magazine, Image

• November:Off the Rails 16th-18th, W.W, Image, H&H

• December:S.I, W.W, Luas, Image

• January:W.W, Image, H&H, HI4U, Wedding

• February:S.I, Luas, W.W, Image

• March:W.W, Image, H&H, NBCRI

• April:S.I, Luas, W.W, Image, Wedding HI4U

• December:S.I, W.W, Luas, Image

• January:W.W, Image, H&H, HI4U, Wedding

• February:S.I, Luas, W.W, Image

• March:W.W, Image, H&H, NBCRI

• April:S.I, Luas, W.W, Image, Wedding HI4U

6. Development Plan6. Development Plan

• Increase Awareness• New Product• New Materials• Cause Related Marketing• “Complete giftware solution”• Showrooms• Retailers• B2B

• Increase Awareness• New Product• New Materials• Cause Related Marketing• “Complete giftware solution”• Showrooms• Retailers• B2B

• Relevant to modern living:

– Design– Functional– Everyday living– Price– Package– Trends– TQM– Supply chain management– Creativity

• Relevant to modern living:

– Design– Functional– Everyday living– Price– Package– Trends– TQM– Supply chain management– Creativity

• Brand extension:

– Increase Jewelry category– Seasonal products– Home ware– Casual dining– Cook ware– Entertainment– Occasions

• Brand extension:

– Increase Jewelry category– Seasonal products– Home ware– Casual dining– Cook ware– Entertainment– Occasions

7. Sensitivity Analysis7. Sensitivity Analysis

• Contingency fund: €150,000:

– New event– R&D– Flaw in plan/assumptions– Unsuccessful launch– Surplus– Press releases– Supply chain

• Contingency fund: €150,000:

– New event– R&D– Flaw in plan/assumptions– Unsuccessful launch– Surplus– Press releases– Supply chain

• Unsuccessful launch:Market research, adapt

• Paul Costello:Designers, crafts, travel

• Loose endorsement:Aoife Corgan, Showhouse, Desperate housewives, The restaurant

• Newspapers:Tatler (22,019)Irish Independent (165,650)

• Unsuccessful launch:Market research, adapt

• Paul Costello:Designers, crafts, travel

• Loose endorsement:Aoife Corgan, Showhouse, Desperate housewives, The restaurant

• Newspapers:Tatler (22,019)Irish Independent (165,650)

SWOTSWOT• Strengths:

– Reputation– Paul Costello– Manufacturing– Signature style– Brand extension

• Weakness:– Cost of manufacturing– Silver

• Strengths:– Reputation– Paul Costello– Manufacturing– Signature style– Brand extension

• Weakness:– Cost of manufacturing– Silver

• Opportunity:– Brand extension– Giftware growth– New materials– Casual dining– SSIA

• Threat:– Competitors– Substitutes– Taste– Trends

• Opportunity:– Brand extension– Giftware growth– New materials– Casual dining– SSIA

• Threat:– Competitors– Substitutes– Taste– Trends

Special thanks

Special thanks to my research partner Kayle Glennon

Special thanks

Special thanks to my research partner Kayle Glennon

ROBERT FARRELL

Irish Brand Review: 2007Irish Brand Review: 2007

ROBERT FARRELL