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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
