The Irish Dairy Board in Africa
John Jordan, Marketing Director
Wednesday 16th June 2010
Agenda
• Who are the Irish Dairy Board?
• The Irish Dairy Board Brands
• The Story of Africa
• Why
• How
• What
• Key Success Factors
2
Who are the Irish Dairy Board?
• We are:
– Privately owned
– Shareholders are the Irish dairy processing businesses
– Through them we are owned by the Irish Farmers
– An annual turnover in excess €1.8bn
– Exporting Irish dairy products to over 90 countries
– Employing over 3,800 people globally
– Structured into 3 business areas
Irish Dairy Board Co-Op
Food
Ingredients
Consumer
Foods
DPI
The Irish Dairy Board Brands
5
Irish Milk Production 2003 - date
800
700
Million litres
600
500
400
300
200
100
Jan-03
Jan-04
Jan-05
Jan-06
Jan-07
Jan-08
Jan-09
Jan-10
Three key product categories
Cheese
Milk powder
Butter & butter blends
7
Irish Dairy Board Portfolio of Retail Brands
8
North America
Western Europe
Eastern Europe
• 2 Countries
• 13 Countries
• 4 Countries
Middle East
Caribbean
• 3 Countries
• 7 Countries
Africa
Asia & Oceania
• 14 Countries
• 5 Countries
South America
• 2 Countries
Kerrygold present in 50 markets
9
Brand personality in execution
Irish, taste, natural
Irish, natural, humour
Irish, community
Humour, taste
Irish, community
10
The Africa Story
• Why choose Africa?
• How to get started?
• What are the key success factors?
11
Finite
Fragmented
Fragmented
growth
Early liquid
Subsistence
Powder
Distribution / Retailer Consolidation
Consumer Sophistication
Product Mix Expansion
Consolidated
developed
Target markets & audience
• African region
•
•
•
•
•
Democratic Republic of Congo (DRC)
Angola
Malawi
Zambia
Algeria
• Target audience
• Mothers with children
• Desk based research
• Meet the players
• Walk the street – but be careful!
• Watch the consumers
• What are the drivers of purchase decision
• What needs are being met
• Are there secondary needs to consider
• Steal from the competitors
Competitor analysis
The Product Mix
• Product format
• Is it fit for purpose
• Do you have a USP
• Packaging options
• Fit for purpose
• Pricing models
• How much risk versus reward do you want
• Brand support and communication
16
Brand Communication
• IDB wanted to retain control
• A campaign that was transferable across countries and
languages and must be locally relevant
• To achieve this execution is photographic
• Ogilvy Africa had experience in Pan African campaigns
“Full Marks” - Algeria
48 sheet Outdoor – Oran & Clef
Bus backs & six sheet posters
“Full Marks” – Angola / DRC
48 Sheets & larger outdoor - DRC
22
DRC
23
Outdoor - Angola
Outdoor São Paulo 1
Malange
24
Bus-Shelter - Angola
25
Outdoor Rocha Pinto_Rotunda da Padaria
26
Angola Delivery Van
27
Kerrygold 2010 Calendar
28
Soccer Stadiums
29
“Full Marks” – Zambia & Malawi
30
• Distribution
• Can you get your product to the point of purchase
• There is no planogram
• Commitment to your brand
•
•
•
•
It can be a long haul
Consistent quality
Invest
Show respect
Everything in the rear view mirror
can be strategic but if people are
honest you need a stroke good of
luck as well!
• Feet on the street
• You must know the market as well as your distributor
THANK YOU
Wednesday 16th June 2010