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Kay	McCarthy,	Founder	MCCP,	Independent	Strategy	Agency	
Julie	Wells,	Head	of	Cider,	Heineken	Ireland	
Why STRATEGY
is the...
WHAT IS STRATEGY, AGAIN?
“Do what everyone else is doing (and do it better)”
or
“Do something that no one else can do”.…Porter
1.  Do	something	new		
2.  Build	on	what	you	already	do	
3.  React	opportunistically	to	
emerging	possibilities	
Strategy	...
PIRATE	VS	NAVY
Cider	Journey	in	Ireland
One	brand	category
SO	WHAT	WAS	THE	ISSUE?
Trend	towards	lighter,	natural	taste
Consumers	repertoires	are	broadening
Opportunities	beyond	beer	to	satisfy	
	more	consumer	needs
Next	Generation	of	Cider	Brands
Finding	the	strategic	sweet	spot	
Where	to…	
	
…	find	parity	BUT	DIFFERENTIATE	
…	play	a	role	YET	be	DIFFERENT	
…	be	a	CID...
Positioning	Key	To	Success-	#BeBold
Immediate	and	phenomenal	success!
Category	invigoration	brings	consumer	choice
Strategy	is…	
•  Designing	new	markets	
•  Creating	a	different	business	model	
•  Engaging	everyone	
•  Fluid	and	adaptiv...
THANK	YOU	
KAY	MCCARTHY	-	MCCP	
JULIE	WELLS	-		Heineken	Ireland
Kay McCarthy, MCCP & Julie Wells, Heineken : Why Strategy Is The Backbone In Getting To No.1 - The Story of Ireland's Mode...
Kay McCarthy, MCCP & Julie Wells, Heineken : Why Strategy Is The Backbone In Getting To No.1 - The Story of Ireland's Mode...
Kay McCarthy, MCCP & Julie Wells, Heineken : Why Strategy Is The Backbone In Getting To No.1 - The Story of Ireland's Mode...
Kay McCarthy, MCCP & Julie Wells, Heineken : Why Strategy Is The Backbone In Getting To No.1 - The Story of Ireland's Mode...
Kay McCarthy, MCCP & Julie Wells, Heineken : Why Strategy Is The Backbone In Getting To No.1 - The Story of Ireland's Mode...
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Kay McCarthy, MCCP & Julie Wells, Heineken : Why Strategy Is The Backbone In Getting To No.1 - The Story of Ireland's Modern Day Cider Brand Strategy

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Kay McCarthy, MCCP & Julie Wells, Heineken : Why Strategy Is The Backbone In Getting To No.1 - The Story of Ireland's Modern Day Cider Brand Strategy at DMX Dublin 2019

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Kay McCarthy, MCCP & Julie Wells, Heineken : Why Strategy Is The Backbone In Getting To No.1 - The Story of Ireland's Modern Day Cider Brand Strategy

  1. 1. Kay McCarthy, Founder MCCP, Independent Strategy Agency Julie Wells, Head of Cider, Heineken Ireland Why STRATEGY is the backbone in getting to Number 1
  2. 2. WHAT IS STRATEGY, AGAIN?
  3. 3. “Do what everyone else is doing (and do it better)” or “Do something that no one else can do”.…Porter
  4. 4. 1.  Do something new 2.  Build on what you already do 3.  React opportunistically to emerging possibilities Strategy can drive growth in 3 ways
  5. 5. PIRATE VS NAVY
  6. 6. Cider Journey in Ireland
  7. 7. One brand category
  8. 8. SO WHAT WAS THE ISSUE?
  9. 9. Trend towards lighter, natural taste
  10. 10. Consumers repertoires are broadening
  11. 11. Opportunities beyond beer to satisfy more consumer needs
  12. 12. Next Generation of Cider Brands
  13. 13. Finding the strategic sweet spot Where to… … find parity BUT DIFFERENTIATE … play a role YET be DIFFERENT … be a CIDER but DISRUPT
  14. 14. Positioning Key To Success- #BeBold
  15. 15. Immediate and phenomenal success!
  16. 16. Category invigoration brings consumer choice
  17. 17. Strategy is… •  Designing new markets •  Creating a different business model •  Engaging everyone •  Fluid and adaptive •  Always on •  Good for business
  18. 18. THANK YOU KAY MCCARTHY - MCCP JULIE WELLS - Heineken Ireland

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