Marketing Fellowship
Assignments 2012/13
Michael Murphy
Director of Markets
Growing the success of Irish food & horticulture
AIDAN COTTER
Growing
the success
CHIEF
EXECUTIVE
BORD BIA
of Irish28food
& horticulture
JANUARY
2009
22nd February 2012
Growing the success of Irish food & horticulture
Proposed Fellowship Locations 2012/13
Britain 3-4 (6)
Germany 3 (3)
USA 3 (3)
France 3 (3)
UAE 1 (1)
Spain 2 (2)
Scandinavia 2 (2)
Italy 1 (2)
Holland 1 (1)
China 2 (1)
Australia/Canada 1 (0)
Russia 1 (1)
Nigeria/India 1 (0)
South Korea/Japan 1 (1)
() 2011 allocation
Growing the success of Irish food & horticulture
Assignment Application Process
Applications Available Now
Closing Date 16th March
Assignment Decision Day 2nd April
Assignment Development & Sign Off 31st May
Fellowship Programme Commences 11th June
Company Inductions 2nd/9th/16th July
Growing the success of Irish food & horticulture
Marketing Fellowship Evaluation 2010/11
Research/Information most important 46%, Business
Development + Lead Generation 49%
Extending Export Reach 74% of Clients
Advance Market Ambition 72% of Clients
9/10 companies would participate again
35% of Assignments Resulted in Sales
Growing the success of Irish food & horticulture
Potential value of sales resulting from assignment
The value of sales achieved as a result of the assignment is €21.3 million over the next
3 years. Adding the value of the pipeline of sales being progressed (€23.5 million)
gives a total value of €44.8 million over the next 3 years.
€30.0
€23.5m
€21.3m
€ (millions)
€20.0
€13.3
€13.4
€10.0
€10.2
€7.9
€0.0
Sales achieved
Next 12 months
Pipeline of sales
Next 2-3 years
Growing the success of Irish food & horticulture
6
Suggestions for improving value of programme to companies
- most common suggestions
Assignment planning &
reviewing
45%
Selection of Fellows &
matching to companies
24%
Longer assignment
duration
17%
Fewer assignments for
Fellows
17%
0%
25%
Growing the success of Irish food & horticulture
50%
75%
7
Marketing Fellowship Innovation
Duration Extended 11 to 12 months
Fellow Recruitment Process strengthened through
Psychometric Evaluation
Assignment Briefs to be Developed Professionally
Fellows to Housed in Bord Bia/Embassy Offices
More Training for Fellows in Assignment
Implementation
Cost Implications!
Growing the success of Irish food & horticulture
Charging for Assignments
Major Assignments (up to 50% Fellows Time)
€3,000
Standard Assignments (15-20% Fellows Time)
€1,000
50% Discount for Clients under €3.5 million
Turnover
All income reinvested in talent development
Growing the success of Irish food & horticulture
Assignment Application Deadline March 16th
Proven track record in sales and market insight
Fast track to export development
Can assist to deliver on medium term Marketplace
International leads
www.bordbia.ie/fellowship
Growing the success of Irish food & horticulture