2011 Awards Winners

International Marketing Award


Irish Ferries
Daragh O'Reilly

Irish Ferries needed to improve brand recognition, grow passenger volumes and take market share, to counter the fall in business caused by the economic downturn. The marketing team concentrated its effort on developing the market in Britain. Key insights into consumer perceptions were gained from research, and a marketing campaign was developed to reflected a distinctly Irish heritage in a modern environment. The ďItís everything you go forĒ campaign ran on TV, radio, press and online. Against the backdrop of a seriously declining travel market, Irish Ferries increased passenger numbers by 8% on the Irish Sea, outperforming its competitors in sea and air in 2010.

Irish Dairy Board
Donna Coffey

Following a review of its branded markets, the Irish Dairy Board identified Africa as a key territory to expand its presence in the milk powder category. Market research was undertaken to determine market size and characteristics, and nutritional consultants were engaged to develop unique product advantages. The result was the BeoMilk product, which launched with full marketing support initially in DRC, Angola and Malawi. Sales volumes in year one exceeded budget volumes by 300% and product line extensions are already in the pipeline. BeoMilk has successfully created a separate brand identity to Kerrygold in the target markets.

Irish Dog Foods
Paul Blair

Irish Dog Foods has seen strong growth in the last number of years, and some major changes in the market. The firmís intent to expand into new international markets necessitated a comprehensive marketing review, particularly in the development of new and innovative products that would appeal to customers in mainland Europe. Two joint ventures were established in the UK to help address specific product needs in certain sectors. There has been heavy investment in research and development and in the new product development process, aimed at meeting the needs of targeted markets. As a consequence of these actions, export sales grew by 33% in 2010.

Largo Foods
Rita Kirwan

With the Irish snackfood market proving static over the last few years, and the impulse market in decline, Largo Foods looked to Britain for growth opportunities. The healthy category is growing and so was seen as one to tackle. Leveraging existing relationship with major retailers, Largo had launched Velvet Crunch in Britain. In 2010 the brand had been refreshed with new formats, flavours and packaging, and hundreds of POS units had been positioned in key stores to increase visibility. At the close of 2010, Velvet Crunch in Britain was outperforming sales in Ireland by over 60%.

The Gift Voucher Shop
Aoife Davey

The Gift Voucher Shop entered the market in Britain in 2006, selling vouchers through the Post Office network. In 2009 GVS replaced its single branded voucher product range with a multi-store gift card offering under its flagship One4all brand. 2010 saw further market development with the launch of the Post Office Budget Card. GVS switched their marketing focus almost entirely to Post Office branch based activity, supported by targeted radio and press. Sales increased last year by 100%, and the GVS product is the most popular consumer focused multi store gift card in the British market.

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