Largo foods tay to

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John O'Connor is the Commercial Director of Largo Foods, Ireland's largest savory snack food company. They own several popular brands like Tayto and Hunky Dorys. Over the past 25 years, Largo Foods has grown significantly through acquisitions and organic growth. They have invested heavily in brand marketing, innovation, and commercial strategies to drive sales and market leadership.

Business Entertainment & Humor

John O’Connor
Commercial Director
Largo Foods

© Largo Foods 2008. All rights reserved.

‚How Strong
Brands
Drive Sales
Success in
FMCG‛

© Largo Foods 2008. All rights reserved.

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.

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.

© Largo Foods 2008. All rights reserved.

The Beginning.....

Joe Spud Murphy Founder & Taoiseach Sean Lemass

© Largo Foods 2008. All rights reserved.

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

Largo
Tayto C&C Group Foods
Founded Acquisition Acquisition

Beatrice ‘Globalisation’
International
Acquisition

© Largo Foods 2008. All rights reserved.

‘Globalisation’

$43bn
$79bn

$1bn

© Largo Foods 2008. All rights reserved.

Reality Check

© Largo Foods 2008. All rights reserved.

Invest Invigorate

© Largo Foods 2008. All rights reserved.

Cost Re-engineering

2003 Present

Factories

Employees

Logistics

© Largo Foods 2008. All rights reserved.

Segmentation

© Largo Foods 2008. All rights reserved.

Peripherals

Tubes Sharing Snack

© Largo Foods 2008. All rights reserved.

New Categories

Micro wave Popcorn

Popcorn

Nuts

© Largo Foods 2008. All rights reserved.

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.

Retailer Engagement

Business Partnership
Development

Educate/
Van Sales Inform

Merchandising Support

© Largo Foods 2008. All rights reserved.

Consumer Engagement

© Largo Foods 2008. All rights reserved.

2007- Election Campaign

© Largo Foods 2008. All rights reserved.

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.

Supporting Ireland

© Largo Foods 2008. All rights reserved.

Celebrity

© 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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