Newbridge SilverwNewbridgeare All

8/12/2019 Newbridge SilverwNewbridgeare All

1/24


2/24

PRODUCTS Cutlery

EPNS Stainless

steelGiftw

are

Photoframes

Candles Gift boxes Clock

Jewelry Necklaces

Bracelets Rings Watches Earrings

Home Glassware

Kitchen

ware

Newbridge Silverware. Chad, Shan, Rita, Sofia


3/24

Low-Grade Knifes

price inretail

Less than0.25 Euro

H

igh-Grade Knifes

price inretail

7 Euro perpeace

PremiumPriced Silver plate

EPNS Present

boxes 300-1000Euro

PRICE



4/24

Cutlery Hospitals, Restaurants, Canteens, Airlines

Giftware Gift and Craft shops, department stores,houseware shops such as Kilkenny Design,BlarneyWoollen Mills and Quills

Jewelry Jewelry shopsHome

Houseware shops

Totally Over 300 retail customers in Ireland

PLACE



5/24

BRANDING Strong brand name in Ireland

Newbridge associated with quality

Best in Business Award 2005

Modern, elegant design

Sponsoring events such as Miss Ireland, Rose of Tralee,

Special Olympics



6/24



7/24

PROMOTION Attracted Paul Costelloe to the design of premium-priced

cutlery collection

In 2009 opened Museum of Style Icons



8/24

MUSEUM OF STYLE ICONS



9/24

CHALLENGES


10/24

CHALLENGES OF ENTRY

IN RECESSION

Low Cost Import Competition

Its an industry in decline Changing fashion effects the perception

New product development creates barrier

Cross industry relationship.

Existing brands have reached solid historical foundation.



11/24


12/24



13/24

BUYERS RELATED

CHALLENGES IN RECESSION

Change of lifestyle

Recently increased price sensitivity.

Responsive to change in style and design (IRISH MARKET).



14/24


15/24

POSITIVE MARKETOPPORTUNITIES

Growing demand for different SS grades

Growing demand for branded product lines extensions

Anti-terror cutlery

Targeting catering market

High brand recognition for prospective product lines

Participating in cross-industries` events



16/24

RECENT MARKET THREATS

Savvy customers (price sensitive)

Growing unemployment

Growing popularity of casual dining culture

Outsourcing

Development of direct online sales

High wages

Growing shares of Asian and South American companies



17/24

POLITICAL CHALLENGES

1930-1950 proctectionism policies

Increasing security requirements after 9/11

Anti-terror stainless steel cutlery

Obliged use of plastic cutlery



18/24

ECONOMIC CHALLENGES

Price sensitive consumer

Economic slowdown affects sales of luxury goods

Less consumer spending on luxury goods

Economic uncertainties postponed or cancelled purchases

Increased competition from non-traditional sources

In the 50s protectionism policies were reduces, New bridge had tocoop with the free trade environment, low-costs imports



19/24

SOCIAL CHALLENGES

Changing fashion and new product developments

Sliced bread introduction

Plastic cutlery

Changes in house design to informal

Trend towards less formal dining



20/24

TECHNOLOGICAL

CHALLENGES

Technological innovation of competitors patented

Wuesthof and Le Cordon Bleu co-operated to design light

weighted design

Need of adoption when budgets are tight in the crisis



21/24

LESSONS LEARNED

Diversification and repositioning is necessary in a declining and

maturing market, in order to stay ahead of competition

A recession asks for strategy revision

Extensive branding enhances the brand-awareness and contributes

to a positive image

Compete with cheaper Asian manufacturers by concentration on

premium-quality products and product innovation



22/24

LESSONS LEARNED

Increase sales by brand extension

Collaborate with other parties within the industry to boost the

entire niche-market

Creating transparency raises publicity and awareness, opening

a visiting site attracting (inter)national tourists

Partner up with organizations which can influence the demand

of your productsfashion designers



23/24

LESSONS LEARNED

Making merchandise in terms of giftware to create a hype

around the products

Appealing to the tourist industry

Strong brand presence (unique Irish character) and publicity

distinguish in times of crisis



24/24


THANK YOU FOR YOUR

ATTENTION

The End!

Documents

Newbridge SilverwNewbridgeare All