AXA Global Distributors set out to enter two major European markets for retail investment products using Ireland as a base. Britain and France were chosen, and the marketing team developed and launched a channel focused sales and marketing platform for deployment in these target markets. Pre-launch research included end customer segmentation to determine target customer groupings and product positioning strategy. A wide range of marketing channels were used in the launch campaign, with remarkable results. Distribution deals were concluded with five large banks and over 500 IFAs in France, as well as over 3,000 outlets in Britain, leading to a considerable market share being won in both markets, from a standing start.

The Kerrygold international marketing team determined that, in the light of major growth ambitions, the brand’s ‘fitness to compete’ was not optimised in a number of key areas, most notably in packaging and portfolio management. Consequently, the new Kerrygold logo and pack design has been implemented across 250 unique products and three product categories in over thirty global manufacturing and packing sites. Legacy brand inconsistencies in packing and communications were solved by the implementation of a new brand manual. These actions helped to propel Kerrygold to record revenue performance in 2011, with an especially large sales uplift in the US market.

The Convention Centre Dublin launched a revamped international marketing strategy to strengthen its positioning as a premium brand and raise awareness among conference buyers in a very competitive international marketplace. The marketing overhaul was aimed at establishing the venue and its services as a world-class venue, highlighting the calibre of events and including customer testimonials and case studies. It encompassed digital, corporate video, print collateral, identity, advertising and trade shows to appeal to international buyers in key target markets. This resulted in a major increase in engagement with prospects, with enquiries arising from marketing activity up 200% in 2011.

The Jelly Bean Factory faced challenges on multiple levels when entering the Norwegian market. There was a lack of category and brand awareness, understanding and acceptance. With no history of jelly bean consumption in Norway, the company was breaking new ground. A distributor was identified and pre-launch research was undertaken to determine best pack formats and the most suitable flavour mixes, and a launch PR campaign was planned to generate publicity in the trade and consumer press. The launch saw the Jelly Bean Factory quickly achieve 50% total market distribution, placing Norway in the top ten export markets for the brand, which exports to 55 countries across the world.