John O’Connor                                           Commercial Director                                              L...
‚How Strong                                              Brands                                            Drive Sales    ...
The Company        Ireland’s largest savoury snack food company.        Established in 1983 – The Home of Hunky Dorys & ...
Our Brands        Market Leader with 49% market share.        Bigger than the next 3 competitors combined.        Tayto...
© Largo Foods 2008. All rights reserved.
The Beginning.....                                           Joe Spud Murphy Founder & Taoiseach Sean Lemass© Largo Foods ...
First Advert Printed          Tayto ad 1959   Tayto front page ad 1962© Largo Foods 2008. All rights reserved.
Evolution....© Largo Foods 2008. All rights reserved.
The Journey                      1954                      1987           1999         2000           2006                ...
‘Globalisation’                                           $43bn                                                           ...
Reality Check© Largo Foods 2008. All rights reserved.
Invest Invigorate© Largo Foods 2008. All rights reserved.
Cost Re-engineering                                               2003        Present       Factories       Employees     ...
Investment Strategy          Brand                                   Sales          Operating         Marketing           ...
Innovation              Flavours                                    Peripheral                                           S...
Segmentation© Largo Foods 2008. All rights reserved.
Peripherals                               Tubes                     Sharing Snack© Largo Foods 2008. All rights reserved.
New Categories                     Micro wave Popcorn                                                            Popcorn  ...
Commercial Focus                                    Commercial Team Increased                            Significant Incre...
Retailer Engagement             Business                                            Partnership           Development     ...
Consumer Engagement© Largo Foods 2008. All rights reserved.
2007- Election Campaign© Largo Foods 2008. All rights reserved.
2008 - Looking for                                            Love Campaign                                               ...
2009 - Book Campaign                                                     Sold 60,000 copies                              ...
Supporting Ireland© Largo Foods 2008. All rights reserved.
Celebrity© Largo Foods 2008. All rights reserved.
© Largo Foods 2008. All rights reserved.
© Largo Foods 2008. All rights reserved.
The New Generation                                              Official Website© Largo Foods 2008. All rights reserved.
Expansion© Largo Foods 2008. All rights reserved.
What Next ?© Largo Foods 2008. All rights reserved.
Thank You !© Largo Foods 2008. All rights reserved.
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Largo foods tay to

  1. 1. John O’Connor Commercial Director Largo Foods© Largo Foods 2008. All rights reserved.
  2. 2. ‚How Strong Brands Drive Sales Success in FMCG‛© Largo Foods 2008. All rights reserved.
  3. 3. The Company  Ireland’s largest savoury snack food company.  Established in 1983 – The Home of Hunky Dorys & Perri.  Acquired Tayto & King from C&C Group in 2006.  Group Turnover €100m.  Manufacturing Operations in Ireland & UK.  560 Employees.  Annually purchase 10% of Ireland’s potato crop.© Largo Foods 2008. All rights reserved.
  4. 4. Our Brands  Market Leader with 49% market share.  Bigger than the next 3 competitors combined.  Tayto – 5th  Hunky Dorys - 41st  King - 72nd© Largo Foods 2008. All rights reserved.
  5. 5. © Largo Foods 2008. All rights reserved.
  6. 6. The Beginning..... Joe Spud Murphy Founder & Taoiseach Sean Lemass© Largo Foods 2008. All rights reserved.
  7. 7. First Advert Printed Tayto ad 1959 Tayto front page ad 1962© Largo Foods 2008. All rights reserved.
  8. 8. Evolution....© Largo Foods 2008. All rights reserved.
  9. 9. The Journey 1954 1987 1999 2000 2006 Largo Tayto C&C Group Foods Founded Acquisition Acquisition Beatrice ‘Globalisation’ International Acquisition© Largo Foods 2008. All rights reserved.
  10. 10. ‘Globalisation’ $43bn $79bn $1bn© Largo Foods 2008. All rights reserved.
  11. 11. Reality Check© Largo Foods 2008. All rights reserved.
  12. 12. Invest Invigorate© Largo Foods 2008. All rights reserved.
  13. 13. Cost Re-engineering 2003 Present Factories Employees Logistics© Largo Foods 2008. All rights reserved.
  14. 14. Investment Strategy Brand Sales Operating Marketing Excellence Processes Promotions NPD© Largo Foods 2008. All rights reserved.
  15. 15. Innovation Flavours Peripheral Segmentation New Brand Categories Partnerships Defined Contribution from NPD© Largo Foods 2008. All rights reserved.
  16. 16. Segmentation© Largo Foods 2008. All rights reserved.
  17. 17. Peripherals Tubes Sharing Snack© Largo Foods 2008. All rights reserved.
  18. 18. New Categories Micro wave Popcorn Popcorn Nuts© Largo Foods 2008. All rights reserved.
  19. 19. Commercial Focus Commercial Team Increased Significant Increase in ATL/BTL Structural Change  Business Channels Re-defined Roles & Responsibilities Re-defined KPI’s & Business Ratios© Largo Foods 2008. All rights reserved.
  20. 20. Retailer Engagement Business Partnership Development Educate/ Van Sales Inform Merchandising Support© Largo Foods 2008. All rights reserved.
  21. 21. Consumer Engagement© Largo Foods 2008. All rights reserved.
  22. 22. 2007- Election Campaign© Largo Foods 2008. All rights reserved.
  23. 23. 2008 - Looking for Love Campaign ARE YOU A LOVELY GIRL? Potato shaped individual would like to meet, thick ankled lovlies with marriage in mind. Must enjoy the finer things in life like a spin in a Massey Ferguson, crisp sandwiches, and a good old knees up. If your turn ons include, Wellies, snacks and a bloke in a hat, I’m your only man. To make the connection log onto www.mrtayto.ie© Largo Foods 2008. All rights reserved.
  24. 24. 2009 - Book Campaign  Sold 60,000 copies  No.1 bestseller for 3 weeks  3 rd highest recalled campaign of 2009  1 st FMCG brand ever© Largo Foods 2008. All rights reserved.
  25. 25. Supporting Ireland© Largo Foods 2008. All rights reserved.
  26. 26. Celebrity© Largo Foods 2008. All rights reserved.
  27. 27. © Largo Foods 2008. All rights reserved.
  28. 28. © Largo Foods 2008. All rights reserved.
  29. 29. The New Generation Official Website© Largo Foods 2008. All rights reserved.
  30. 30. Expansion© Largo Foods 2008. All rights reserved.
  31. 31. What Next ?© Largo Foods 2008. All rights reserved.
  32. 32. Thank You !© Largo Foods 2008. All rights reserved.
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