UCD Michael Smurfit Group Assignment for Keogh's Crisps

Marketing Communications Strategy
Objectives
Increase in Sales
Increase Market Share
Establish patriotic sentiment
Increase engagement with the brand
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Enjoying yourself?
Why not do it with Keogh’s?

“The taste of new Ireland”

Féilim’s Weekend
Music Scene
Rugby
Pub Culture

Luxury foods
Eating on the go
Convenience
Day to Day Living

Radio ads
High end food stores
Keogh’s Position in Feilim’s Day to Day

Implementing Traditional Media

KPI’s
Increase revenue by €960,000
Increase sales by 800,000 packets of Keogh’s crisps
Increase social conversation and interaction

“The taste of new Ireland”
“Yes we'll walk with a walk that is measured and slow,
And we'll go where the chalk-white arrows go,
For the children, they mark, and the children, they know
The place where the sidewalk ends.”
Where the Sidewalk Ends by Shel Silverstein
Summary

“Take Charge
of Change”
President Higgins, 2012

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Appendix
Contents'
Exhibit .1 Competitor Analysis!.......................................................................................................!2!
1.1 Kettle!...........................................................................................................................................!2!
1.2 Walkers Sensations!..................................................................................................................!6!
1.3 O’Donnells Crisps!...................................................................................................................!12!
1.4 Tyrells!......................................................................................................................................!15!
1.5 Tayto!.........................................................................................................................................!19!
Exhibit .2: Analysis of the Sweet and Savoury snack market in Ireland!.................................!24!
Exhibit .3 Figures of Market Analysis!..........................................................................................!27!
Exhibit 4: Ireland Potato Chips Market Value!............................................................................!30!
Exhibit 5: Ireland Potato Chips Average Consumer Price!........................................................!31!
Exhibit .6: Ireland Potato Chips Market Value by Brands!.......................................................!32!
Exhibit .7:Brand Positioning Map!................................................................................................!33!
Exhibit.8: Market Research – Primary!.......................................................................................!34!
8.1 Keogh’s Crisps Questionnaire!...............................................................................................!34!
Exhibit .9 Keogh’s Crisps - Taste Test!.........................................................................................!38!
9.1 Customer Response/ General Feedback!.............................................................................!39!
9.2 Tasting Findings!....................................................................................................................!40!
9.3 Overall comments - General Consensus:!............................................................................!44!
Exhibit.10 Keoghs – Buyers Personas!.........................................................................................!45!
Exhibit .11 Case Study Analysis!....................................................................................................!48!
11.1 Jameson!.................................................................................................................................!48!
11.2 Walkers Sensations “Journey through flavor”!..................................................................!50!
11.3 Lyons tea campaign ‘bring the talk home’!.........................................................................!51!
11.4 The Vodafone campaign ‘#First time’!................................................................................!52!
Exhibit .12 Brand Essence Wheel!.................................................................................................!53!
Exhibit .13 Theory behind example ads in slides!.......................................................................!54!
13.1 Traditional Media:!................................................................................................................!54!
13.2 Digital Media:!.......................................................................................................................!57!
References!..........................................................................................................................................!62!
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Exhibit .1 Competitor Analysis
1.1 Kettle
History:
• 1978: Cameron Healy founded Kettle Foods in Salem, Oregon, USA with the
aim of providing high quality, naturally sourced products.
• 1982: KETTLE® Chips was formed.
• 1988: Kettle Foods is launched in the UK.
• 2010 Kettle chips is acquired by Diamond Foods from the US.
Products
Kettle sells their products in 6 different ways.
• They have small 40g bags with regular chips in 6 different flavours.
• They have sharing sized bags of 150g with 9 different flavours.
• Multipacks containing 5 of the small 40g bags in 4 different flavours.
• They have small bags of vegetable crisps that are 100g and are made from a
combination of vegetables.
• 120g bags of ridge shaped crisps in 4 different flavours.
• Also sell tortilla chips in 4 different flavours.
Marketing Activity to date:
• Kettle Crisps Dodgem Derby 2011
• Various TV commercials.
• Some offline marketing.
• Changed their packaging in 2013 to show a man carefully crafting their chips,
to illustrate the care and attention that goes into the making of Kettle crisps

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Online Activity to date:
• Facebook page with 707k likes.
• Twitter following of 6,665 followers.
• No Instagram presence.
• No Pinterest
• LinkedIn- Kettle foods
• YouTube- no page but various videos online.
• Regular posts with offers, competitions, quotes etc.
• Have an online store for the US market.
Brand Values and Tag Lines:
• ‘Deliciously simple crisps’
• “We pride ourselves on being a well known and growing business but with its
roots firmly based in the local community. Our team includes people from all
sorts of backgrounds, all working towards the one goal of making great tasting
chips”.
• We have found that people tend to stay with us a long time. Our working
environment is unpretentious and friendly and we try to provide plenty of
opportunity for people to make the best of themselves.”
• “We are proud of the contribution our people have made to help charities and
our local community. There are a great many worthwhile causes and our
employees lead the way in determining who we help and how. Our people
highlight charities and community groups, that they personally care about,
through our KETTLE® Cares programme. Using this approach we have helped
and continue to support many charities and community groups, in some cases
establishing long term relationships.”

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Market share:
Table 90: Ireland Potato Chips Market Value by Brands (EUR m),
2009–12
Brand 2009 2010 2011 2012 CAGR 2009–12
Tayto 21.6 22.5 23.5 24.6 4.36%
Walkers 10.2 10.8 11.5 12.3 6.46%
Hunky Dory 10.0 10.3 10.6 11.0 3.29%
O'Donnells 5.3 5.6 5.8 6.0 4.16%
Keoghs 4.6 4.8 5.0 5.3 4.90%
Kettle 3.3 3.5 3.7 3.9 5.88%
Private Label 3.8 4.0 4.2 4.3 4.12%
Others 15.7 15.3 14.9 14.5 -2.71%
Overall 74.6 76.9 79.3 82.0 3.18%
NBO Company Shares of Sweet and Savoury Snacks: % Value 2009 - 2013
Kettle Foods Co Ltd
2009 - 0.9%
2010 - 0.9%
2011 - 1.0%
2012 - 1.1%
2013 - 1.1%
LBN Brand Shares of Sweet and Savoury Snacks: % Value 2010 - 2013
Kettle Chips
Kettle Foods Co Ltd
2010 - 0.9%
2011 - 1.0%
2012 - 1.1%
2013 - 1.1%

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SWOT Analysis:
Strengths:
• Established brand internationally with a strong following.
• Good quality ingredients.
• Quality product and reputation.
• International business.
• Wide range of products.
• Quality website.
• Good advertising.
Weaknesses:
• No gluten free option.
• Higher priced than regular crisps.
• Somewhat higher fat content.
• Some people don’t like the thickness compared to regular crisps.
• Some people think they are too salty compared to regular crisps.
Opportunities:
• Develop Gluten free option.
• Go green.
• They have an organic vegetable crisp. Set to capitalize on the turning trend
back to organic.
Threats:
• Number of new competitors emerging into the market.
• Increased awareness about obesity and healthy living leading to a
reduction in junk food consumption.
• 2007 – ‘anti-trade union snack’.
• 2007 – ‘attacks on workers’.

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1.2 Walkers Sensations
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History:
• Launched in 2002 as an upper market crisp range for Walkers crisps.
• 2009: Completely redesigned their packaging and changed their ingredients
to include no artificial ingredients.
• 2012: expanded product range.
Before:
After:

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Marketing Campaigns to date:
Walkers launches Gary's Great Ingredient Hunt online game (dated: 19 August 2013)
Description: Walkers will offer prizes worth up to £10,000 in an online game set to
launch next month as part of the brand's promotion of its British-sourced
ingredients.
The What’s That Flavour campaign (dated: current)
Description: Customers can purchase three new packets of crisps that each
features a distinct mystery flavour.
They can then visit the Walkers website or Facebook page to submit their guesses as
to the ingredients of each pack and potentially win £50,000. Clues will be released
on Facebook over the coming weeks ahead of the flavours being revealed on March
9th.
In 2008/09, Walkers launched “Do us a Flavour”, an attention-grabbing flavour
campaign inviting consumers to send ideas for a new range of crisps. Lineker’s
involvement in this latest campaign marks one of the longest-running marketing
partnerships of its kind, with the footballer first appearing in Walkers ads in 1995.

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Description of the Walkers campaigns success:
‘Do us a flavour’ idea engaged the public for almost a year and the campaign enjoyed
exceptional results:
• Over one million flavour suggestions were received 1,213,853 to be exact three
times the
Original forecast.
• Over a million votes were cast by the time the winner was announced on May 6th
2009.
• There were 4.3 million visits to walkers.co.uk with four-to-nine minutes spent on
site.
• Over 700 pieces of public relations (PR) coverage worth an estimated at £6.5
million were generated.
• The company attracted 27,000 fans to Facebook as well as 820,000 video views on
the website, Yahoo and other sites.Not only did the campaign change behaviour, but
more importantly, brand perceptions and the business were changed:
• The brand saw increases in advertising recall across all media (+7% on average),
and positive image shifts, not just on flavour associations but also innovation
(+14%), and popularity (+15%). Asking consumers to ‘Do us a flavour’ Walkers
Creating Loyal Relationships.
• The campaign drove +4.4 brand penetration, especially among younger, more
upmarket buyers (so important to a brand’s future).
• It also significantly increased the average number of flavours among core Walkers
buyers (from 2.9 to 4.8).
• Over the campaign period, the crisps and snacks category grew +8.7% in sales value
year-on-year (YOY). The ‘Do us a flavour’ idea outperformed this by a considerable
margin, delivering a +14.7% YOY sales value uplift. Walkers also achieved its highest
value market share for three years.

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Instagram: 64 Posts; 464 Followers; 5 Following
Youtube: 796 Subscriptions
Twitter: Tweets 18.8k; Following 5,414; Followers 42.3K
Facebook: 61,325 Likes
Products:
From launch the flavours changed in 2006 and again in 2009.
Current flavours are:
Thai Sweet Chilli
Roasted Chicken & Thyme
Roasted Tomato & Aromatic Spices
(Launched 2010)
Vintage Cheddar & Onion Chutney
Caramelised Onion & Balsamic
Vinegar
Southern Style Barbecue
Buffalo Mozzarella & Herbs
Oriental Red Curry
Smoked Monterrey Chilli with Goats
Cheese
Mexican Fiery Sweet Chipotle
(Launched 2011)
Poppadoms – Lime & Coriander
Chutney
Oriental Crackers – Peking Spare Ribs

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Brand values, brand message, tag lines:
We determined that the differentiating quality of Sensations’ crisps was that it took
customers on a “flavour adventure,” evoking a sexy quality that helped us define the
snack brand’s positioning as an indulgent, sophisticated, and sensual treat.
Market share:

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The Walkers Sensations brand is worth €3 million in Ireland (Source: Nielsen, Total
Scantrack, MAT 22 Apr/12)
SWOT Analysis:
Strenghts:
• Large variety of flavours
• Exciting promotional campaign track record
• Large variety of sizes easily available
• Good brand recall on account of rich brand history
Weaknesses:
• Small number of chips in small packages have earned the wrath of consumers
• Limited global penetration compared to some leading brands
Opportunities:
• The huge market for environmental friendly packaged food can be tapped
• Since the product is competing more on price, more focus in trade relations
enhancement and increase in shelf space might lead to sales volume increase
Threats:
• Traditional ingredient supply areas for Walkers have been subjected to crop
failures which might affect Walkers’ operations
• Aggressive threat from much healthier snacking competitive products
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1.3 O’Donnells Crisps
History:
• 2007: Ed O’ Donnell at Seskin farm starts to produce crisps.
• O’Donnells crisps is then founded in June 2010.
• Receives first contract with Musgrave’s in June 2010.
• Now available nationwide
• Number one best selling Irish hand cooked crisp.
Products:
• They are produced by Largo Foods in Co. Meath on behalf of O'Donnells
Crisps.
• The ingredients are locally sourced.
• Contain no artificial colours or flavours
• They have 5 different flavours.
• The main message that they deliver through their marketing is very similar
to Keoghs. They tell the story of the fact that the family have been farming
at Seskin Farm in Co.Tipperary for over 7 generations. Their USP is the
fact that they have mastered the art of cultivating the perfect potato, as
well as the name to realise the finest of hand cooked crisps.
• They did a lot of press advertising when they launched on 24th May 2010.
They seemed to keep their press ads quite localised until October 2010.
• From October 2010 they did quite a bit of traditional advertising in the
National Newspapers.
• There is nothing on the website showing advertising after June 2011.

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Design of packaging:
• Very similar to Keoghs.
• Logo of Seskin Farm in Tipperary on the front of the packet, with the
caption "7 generations of farming".
• Photo of Ed O'Donnell on the back. His signature is on the front of all of
the packs. Tagline present at the top of each pack "Authentic Hand Cooked
Tipperary Crisps"
• Facebook - 5,285 likes - Active on Facebook, posting every 2-3 days. They vary
their posts well between content on O'Donnells crisps and also the "funny"
photo and memes content.
• Twitter - has 1,362 followers, following 397, has done 660 tweets. Good at
getting back to people on twitter, nice friendly tone to their posts.
• Active on Irish Food Based Blog.
• No Instagram or Pinterest account.
Brand Values and Tag Line:
"Over seven generations of the O’Donnell family have lived on Seskin Farm and have
mastered the art of cultivating the perfect potato. Today they bring their hard won
expertise as well as the name, to realise the finest of hand cooked crisps."

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Market Share:
• Both O'Donnells and Kettle crisps are Keoghs closest rivals.
• No1 selling Irish hand cooked crisp.
• Premium Product - not aimed at children or teenagers due to the price.
• Their target audience is the same as Keoghs (starting with young
professionals)

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SWOT Analysis:
Strengths
• Made in Ireland
• Irish, family brand image
• Number one selling Irish hand cooked crisp
• High quality product
• Target market has a high disposable income
• Strong online presence
Weaknesses
• High cost of product
• Limited product range
• No Gluten free option
• Flavours are to powerful for some consumers
Opportunities
• Export market
• Develop a Gluten free alternative
• Going green
Threats
• High number of entrants to the market place since 2009
• Rise in the number of people choosing healthier snacks
• Aggressive marketing by healthier snack food companies
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1.4 Tyrells
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History:
• Founded in 2002 by Will Chase
• Based in Herefordshire, England
• Potatoes are cooked on local farm with rich red soil in small batches, and
packed nearby the farm
• Skin is always left on the potatoes
• Has expanded into US and European markets
• Has received numerous awards both at home and abroad for taste and quality
• In 2008, Tyrrells had sales of over 13 million pounds of crisps
• Chase had dispute with Tesco, wouldn’t stock his crisps there
• 2008, Chase sold majority stake of 30 million pounds to Langholm Capital
• Langholm returned to stocking in Tesco, dropped Chase as a supplier of
potatoes
• July 2013, the firm was sold for 100 million pounds to Dubai based luxury
brands investor Investcorp
Products:
• Have 12 different crisp products, including: lightly sea salted, sea salt and
cider vinegar, mature cheddar and chives, and sweet chilli and red peppers
• 6 other main product categories besides crisps: vegetable crisps, furrows
potato crisps, swanky veg (carrot and parsnip, taro, golden beetroot, purple
carrot etc.) popcorn tortyrrells and nibbles( Habas fritas, spicy coated
peanuts), with each category having 3-5 different flavours
• Products available in 40g, 150g, 350g and 6 X 25g bags
• 40g bag costs 1.15 pounds
• 150g bag 3.19 pounds
• 75g popcorn 2.54 pounds

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• Since 2011, main marketing campaign is to portray a very English brand
personality, and to promote all things English
• Focused on the packaging
• Each packet has one traditionally English ‘five a day’, eg. Eating a sausage in
the rain, eating a pack of traditional English crisps etc.
• Facebook: page has 63,118 likes
• Content consists of competitions, customer conversations, and whimsical
videos, pictures etc. in keeping with their humorous tone, customer
engagement and interaction is high
• Twitter: 15,100 followers
• 2,148 following
• 5,437 tweets to date
• Content consists of mainly of responses to customer tweets, as well as
updates, competitions, photos and videos
• YouTube channel called ‘win a tractor with Tyrrell’s’
• Their YouTube channel has 14 subscribers, with 3 videos uploaded: one about
their win a tractor competition, one about the story of Tyrrells, and one called
‘Tyrrells Political Potato Chips’, presumably for the American market. The
longest video is 2.52 minutes long
• The rest of the videos on their site are ones that they have liked and shared
• Only 3 comments on their page, low engagement
Website:

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• Well optimized
• Clear layout with dropdown menu’s, visually appealing
• Content is good and learly laid out
• Tone keeps with brand image.. ‘let us entertain you’
Brand Value and Taglines:
• Similar to Keoghs in that it is homemade on their own farm
• Champions traditional English values
• Incorporates English wit and humour into their online content and it’s tone
• Is a ‘seed to crisp’ brand, that’s final product is made of 100% natural potatoes
• Slogan ‘hand cooked English crisps’
• Tagline of ‘let us entertain you’, which shows the whimsical nature of the
brand
Market Share:
• Growth of 39% in 2013
• 25% of dealings are now in international market
• Risen to 18th position in American market
• Hold 2.1% of market share in France
Target audience:
• Aiming at premium market
• Focusing on international market, US, Europe
• Targeting upmarket customer
SWOT Analysis:
Strengths:

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• High quality product that has won numerous awards
• High number of product offerings
• Strong online presence
• Strong established brand
• Affluent target market
• Have successfully exported to numerous markets
Weaknesses:
• Lack of marketing for export markets
• High cost of product
Opportunities:
• Continue rising success in the US market
• ‘Go Green’ with packaging to appeal to the eco friendly consumer
• Expand marketing mix for foreign market
Threats:
• High number of competitors in the market
• Have expanded into many global markets
• Increase in popularity of healthier snack food alternatives
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1.5 Tayto
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History:

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• Owned by Largo foods – along with Hunky Dorys, Perri & King crisps.
Altogether owning almost 50% of Irish snack-food market.
• Tayto Brand: Leading Player – 30% of value share in Ireland 2013 (sweet &
savoury snack market).
Crisps most important category in the snack market & account for €311million
or 72% of all retail sales
Number one player ahead of Walkers & KP (see table 6 of report)
- Euromonitor International 2014
• Tayto NI dif company – Manderly Food Group
Products:
• Tayto crisps – original crisps known by anyone aware of the brand. Brand
anchor. Flavours in the Irish market include:
- cheese & onion (flavour coined by Tayto originally)
- salt & vinegar
- smokey bacon.
Various other flavours available in different markets NI/worldwide including:
- prawn cocktail
- ready salted
- pickled onion
- beef & onion
- roast chicken
- spring onion
- wuster sauce
Pack sizes available in Ireland – 20pk, 12pk cheese&onion, 12pk variety, 6pk, sharing
pack, standard pack.
• Tayto Bistro – handcooked crisps -more of an upmarket product. Slightly
more ‘artizan’. Similar to the market Keoghs are targeting eg. Those with more

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disposable income, older – possibly young professionals buying at lunch or
those wishing to serve high quality snacks at dinner parties ect
Flavours include cheese & onion and salt and vinegar but with a twist – eg.
Crushed sea salt and aged malt vinegar
• Tayto Snacks – Occasions (snacks for dinner parties: bacon fries, party mix
ect), Healthier options (LFCs. Treble crunch ect), Snack crisps (monster
munch, snax, chisticks ect), Popcorn (bagged & microwave), Peanuts (salted,
dry roasted)
• Sponsors of the GAA (Meath) – inherently Irish
• Uses well known Irish Brand Ambassadors eg. Samantha Mumba

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• Mr Tayto “Looking for Love” 2008 – very successful Irish campaign. Used
Irish humour
• Tayto Choc Bar 2013 – Good PR for the brand. Marmite effect
• Tayto Park
• www.taytocrisps.ie – www.tayto.com (Manderly) – www.largofoods.ie

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• Facebook: Mr Tayto (Irish) 267k page likes, Tayto (Intl) 56k page likes, Tayto
Park 1.8k page likes
• Twitter: MrTaytoIreland (6169 followers), Manderly Food Group MrTaytoNI
(2840 followers)
• LinkedIn: Tayto Group Ltd. – 597 followers. Very little info or activity on
account
• Youtube: TaytoIreland (1 video 1582 views), TaytoPark (handful of videos with
500-3000 likes) Not a strong presence here
• Instagram: no account that I can find?
Quite good interaction and engagement on facebook & twitter but could be
improved.
Brand Values and Tag lines:
• Tayto strives for the highest standards across all its products.
• Specialist blending of the finest ingredients and continuous innovation have
helped maintain Tayto’s position as Ireland’s favourite crisp.
• Are distinctly Irish.
• “The Nations Favourite” – Tag Line
SWOT Analysis:
Strengths:

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• Biggest share of the snack food market in Ireland
• Tayto park very successful
• ‘Irelands favourite’ very strong brand image in Ireland
• Strong connection to the GAA in Ireland
• Much loved product among Irish customers
• Cheaper priced product than new competitors
Weaknesses:
• Poorer quality product than some competitors
• No healthier snack alternative
• Use of artificial colours and flavours
Opportunities:
• Diversification with new products such as Tayto chocolate bar
• Export market to Irish emigrants abroad
• Tayto park as a family fun day out
• Tayto in Northern Ireland
Threats:
• Large number of competitors entering the market
• Competitors have a higher quality product
• Maturing attitude of Irish consumers toward health
• Increased awareness of obesity in Ireland leading to a move towards a healtier
snack food alternative
Exhibit .2: Analysis of the Sweet and Savoury snack market in Ireland

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• Current value sales of sweet and savoury snacks in Ireland grow by 1% in
2013, reaching €433 million,
• Retail volume sales grow by 1%, reaching 41,600 tonnes during the year
• Falling discretionary levels are not impacting the category significantly as
consumers continue to purchase small personal treats
• Fruit snacks is the highest growing category in 2013 with a value sales growth
rate of 4%
• Average unit prices stay stagnant at €11.70 per kg in 2013
• Tayto remains the leading player within the category with a value share of
30% in 2013
• Constant value sales decline by a 1% CAGR over the forecast period
• In total volume terms, the growth rate of the category has fluctuated between
a narrow margin of 1% and 2% since 2008-2009.
• The category has performed well, especially when consideration is made for
the pressures put on discretionary income levels during this period.
• The general consensus is that while the populace may have cut down their
expenditure levels, the sweet and savoury snacks category has been somewhat
sheltered from this as people still allow themselves low-cost treats
• Chips/crisps and extruded snacks are the most important categories in the
sweet and savoury snacks category in Ireland.
• In 2013, they are expected to account for €311 million or 72% of retail value
sales overall.
• Ireland’s love affair with chips/crisps shows no sign of abating and indeed, in
2012, Ireland had four chips/crisps brands listed in the top 100 fmcg brands:
Tayto; Walkers; Hunky Dorys and King.
• The extruded snacks category also has a strong presence in the Irish market
with Pringles placed strongly in published top brand listings.

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• Sweet and savoury snacks continues to face strong competition from other
categories, in particular confectionery.
• While the sweet and savoury snacks category is well positioned due to the
particular health connotations associated with nuts, seeds and fruit snacks,
manufacturers must be aware that, in confectionery, sweet and savoury snacks
faces competition from a very innovative multinational category, which has
huge marketing muscle, something that many of the small producers of sweet
and savoury snacks cannot financially compete with.
• Tayto Ltd is expected to remain the outright leader in the sweet and savoury
snacks category in 2013 with a value share of 30%. It registered a slight
growth in 2013 thanks to a successful marketing and the innovative nature of
the company.
• Walkers Snack Foods Ltd is expected to remain the second largest company
within sweet and savoury snacks in 2013. Walkers, a PepsiCo brand, entered
Irish sweet and savoury snacks in 2000, competing with many strongly
established indigenous brands.
• A large initial investment in marketing and promotion enabled the launch to
become a success, with the portfolio of brands, including the Walkers
Sensations range and Doritos snacks, available in the vast majority of Irish
retail outlets in 2013.
• Domestic brands are expected to continue to lead the sweet and savoury
snacks category in 2013
• Tayto Ltd, the largest company in sweet and savoury snacks operates the most
successful fmcg brands in Ireland
• Since Walkers Snack Foods entered the market in 2000, it has commanded a
significant value share of the category.
• In the fruit snacks and nuts categories, an indigenous company, Shamrock
Foods, and a British company, KP Foods, lead respectively.

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• The extruded snacks category is dominated by international brands, with KP
Foods and Kellogg, which purchased the Pringles brand from Procter &
Gamble in 2012, leading overall.
• There was a nod to nostalgia when Tayto Ltd distributed a limited edition six
pack designed completely in Irish for a period of six weeks from the start of
March 2013.
• Other innovations in the chips/crisps category saw the introduction of new
flavours, such as Irish Atlantic Sea Salt by Keogh’s crisps.
• Walkers Snack Foods continues to target the health-conscious consumer by
extending its baked crisps range through the introduction of Walkers Baked
Hoops and Crosses.
• King Crisps has been positioned in the premium segment of chips/crisps
through the launch of its “Gold Standard” crisp range
• The category is estimated to grow at a 1% total volume CAGR over the forecast
period.
• In the face of unfavourable economic conditions and a depressed retail
environment, this can be viewed as a positive outcome.
• This forecast is dependent on the category seeing continuing product
innovation, new flavour variants in all categories and the development of
more “natural” and healthy products containing fewer artificial additives, and
lower levels of sodium and trans fats.
• A continued emphasis on health and wellness by the populace at large and the
spectre of obesity, especially amongst Irish children, will continue to see
manufacturers grapple with the health credentials of their products.
• While products in categories such as fruit snacks and nuts are perfectly
positioned to increase their overall value shares, chips/crisps and extruded
snacks will continue to need to come up with innovative ideas to maintain
their shares of the impulse-driven sweet and savoury snacks category.
Exhibit .3 Figures of Market Analysis

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Exhibit 4: Ireland Potato Chips Market Value (EUR m) and Growth (Y-o-
Y), 2007–17
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Exhibit 5: Ireland Potato Chips Average Consumer Price (EUR) and
Growth (Y-o-Y), 2007–17
!

! !!!!!!!!!!!!!!!! ! !!
32!
!
Exhibit .6 Ireland Potato Chips Market Value by Brands (EUR m), 2009–
12
!
!

! !!!!!!!!!!!!!!!! ! !!
33!
!
Exhibit .7 Brand Positioning Map
Keoghs crisps provide customers with an above average quality product but at a
higher price than competitors such as Walkers Sensations and Kettle crisps. Keoghs
crisps are hand cooked and all of the ingredients are of the highest quality. They use
no artificial colours or preservatives and try and use locally sources ingredients
whenever possible. “From Crop to Crisp, grown and cooked with love in Ireland”
Keoghs!
Ke4le! Tyrrells!
O'Donnells!
Walkers!SensaAons!
Tayto!
Perceptual*Map*of*the*Crisp*Market*In*Ireland*
High!Price!
Low!Quality!
High!Price!
Low!Quality!
High!Quality!
Low!Price!

! !!!!!!!!!!!!!!!! ! !!
34!
!
Exhibit.8 Market Research – Primary
In order to gain a deeper understanding of the consumer’s perception of the Keogh’s
brand, we took it upon ourselves to conduct a small amount of market research. Our
main goals were to discover how consumers in the Irish market felt about the
Keogh’s brand, as well as the product itself. We also aimed to determine how Keogh’s
compare to their biggest competitors in the market.
8.1 Keogh’s Crisps Questionnaire
!
We first began with an online questionnaire with which we distributed to both male
and female consumers. 138 Surveys were conducted with the first 100 responses
collected for analysis.
The gender split was almost equal, with 50.52% male and 49.48% female.
Our aim was to survey consumers between the age brackets of 18 years to 65 years.
We found that 79.8% of respondents fell into the 18-25 years age bracket. 19.19% fell
into the 26-35 years bracket and 1.01% into the 46-55 years bracket. We had no
respondents from the 36-45 years bracket or from the 56+ years bracket.
When asked how ‘health concious’ our respondents were the results varied quite a
bit. The most popular response was ‘somewhat health concious’ with 57% choosing
this option. 25% of people feel they are ‘very health concious’ with 14% believing they
are ‘not very health concious’ and 3% claiming they are ‘not at all health concious’.
The top 5 ‘Most Preferred Brand of Crisps’ are listed below according to our
respondents (not in order of preference):
• Keogh’s
• Hula hoops
• Tayto
• Kettle
• King

! !!!!!!!!!!!!!!!! ! !!
35!
!
*We found it notable that Keogh’s were placed in the top 5 of preferred crisps, and
that Kettle were the only of Keogh’s main competitors to place.
When asked where our respondents most often buy crisps we found that the majority
of them tended to buy in supermarkets over anywhere else (43%).
Note 97 respondents for this question, 3 skips.

! !!!!!!!!!!!!!!!! ! !!
36!
!
We discovered that our respondents generally a single packet of crisps once a week
(36%). This is followed by 22% purchasing once a month, 18% every 2 weeks and 8%
every second day. 6% of our respondents claim to buy a packet of crisps every single
day.
When discussing Keogh’s crisps themselves we found that 57% of our audience had
heard of the brand, with 43% stating that they had never heard of Keogh’s before this
survey.
Cheese and onion was ranked as the number one flavor with 40% of the votes, with
salt and vinegar coming second with 25% of the votes.
On the issue of pricing it was interesting to note that 54% of our respondents would
not pay more than €1.20 for a packet of crisps. 39% of people would not pay more
than €0.90, and 7% would not pay more than €1.40.
Finally, when questioned on their loyalty to buying Irish products we found that
more often than not people will tend to buy Irish over other products.

! !!!!!!!!!!!!!!!! ! !!
38!
!
Exhibit .9 Keogh’s Crisps - Taste Test
!
As a part of the primary market research a Taste Test was carried out on members of
a survey panel. These consumers had taken part in our survey, and ranged from 21
years of age to 60, male and female. We also questioned each individual on how
health conscious they felt they were.
The taste test comprised samples of crisps from Keogh’s and their 3 main
competitors; O’Donnells, Kettle and Tyrells. Salt & Vinegar flavour was used as this
flavour was common across all four brands.
Our findings showed both Keogh’s and O’Donnells to come joint first in taste testing,
meaning customers preferred the flavour of these two over the others. Kettle came in
second and Tyrells in third place.
We then required a randomly selected few members of our panel to test a different
flavour between Keogh’s and O’Donnells; Sweet Chilli. You can see from the findings
below that Keogh’s were found to be the preferred choice.
Finally, each member of the panel was asked which flavour of the Keogh’s crisps they
believed tasted the best and the overwhelming response we got was the Roast Beef
flavour.

! !!!!!!!!!!!!!!!! ! !!
39!
!
9.1 Customer Response/ General Feedback
!
Overall comments - General Consensus:
• Chilli Flavour crisp packaging should always be red (Keoghs is pink, and
O'Donnells is green)
• Tyrells - too harsh, flavour not strong enough, too crunchy, very vinegary,
too much vinegar.
• Kettle - no flavour from them, right crunch to crisps but not enough
flavour, bland
• O'Donnells - Great flavour from them, good texture too
• Keoghs - slights cheese taste to all of their crisps (even the salt and
vinegar!), great texture to them.

! !!!!!!!!!!!!!!!! ! !!
40!
!
9.2 Tasting Findings
!
Below are the brands, and what each person rated them - 1 being the most popular, 4
being the least popular.
Salt and Vinegar Flavour
Keoghs O'Donnells Kettle Tyrells
Tony (Male,
60, not
overly health
conscious)
3 1 4 2
Alan (Male,
32, not
overly health
conscious)
3 2 4 1
David (Male,
30, health
conscious)
2 1 4 3
Lynda
(Female, 35,
health
conscious)
2 3 4 1
Clair
(Female, 30,
health
conscious)
1 2 4 3
Bernie
(Female, 58,
health
conscious)
1 3 2 4
Cara
(Female, 21,
not overly
2 1 4 3

! !!!!!!!!!!!!!!!! ! !!
41!
!
health
conscious)
Ian (Male,
25, health
conscious)
2 1 3 4
Conor (Male,
22, not
overly health
conscious)
1 2 3 4
Stephen
(Male, 24,
not overly
health
conscious)
3 2 4 1
Louisa
(Female, 24,
health
conscious)
2 1 3 4
John (Male,
54, not
overly health
conscious)
2 3 4 1
Una
(Female, 55,
health
conscious)
4 3 1 2
Sarah
(Female, 25,
health
1 3 2 4

! !!!!!!!!!!!!!!!! ! !!
42!
!
conscious)
Elaine
(Female, 25,
health
conscious)
1 3 2 4
Matthew
(Male, 27,
not overly
health
conscious)
2 1 4 3

! !!!!!!!!!!!!!!!! ! !!
43!
!
Sweet Chilli
Keoghs O'Donnells
Tony (Male,
60, not
overly health
conscious)
1 2
Alan (Male,
32, not
overly health
conscious)
1 2
David (Male,
30, health
conscious)
1 2
Lynda
(Female, 35,
health
conscious)
1 2
Clair
(Female, 30,
health
conscious)
1 2
Bernie
(Female, 58,
health
conscious)
1 2
Overall favourite flavour of Keoghs for everyone was the "Roast Beef" flavour.

! !!!!!!!!!!!!!!!! ! !!
44!
!
9.3 Overall comments - General Consensus:
!
! Chilli Flavour crisp packaging should always be red (Keoghs is pink, and
O'Donnells is green)
! Tyrells - too harsh, flavour not strong enough, too crunchy, very vinegary, too
much vinegar.
! Kettle - no flavour from them, right crunch to crisps but not enough flavour,
bland
! O'Donnells - Great flavour from them, good texture too
! Keoghs - slights cheese taste to all of their crisps (even the salt and vinegar!),
great texture to them.

! !!!!!!!!!!!!!!!! ! !!
45!
!
Exhibit.10 Keoghs – Buyers Personas
3 personas:
• Mum Mary
• Senior Sam
• Professional Pat
Mum Mary Senior Sam Professional
Pat
Age 35 62 43
Civil Status Married with 2
kids
Married with 3
grown up
children
Single
Education Bcomm UCD MBA TCD BSc UCC
Occupation Stay-at-home
mum
Retired Accountant
Hobbies Walking,
socializing with
friends
Golfing, reading,
watching sports
Rugby, GAA,
watching sports
Most likely to
come in to
contact with
Keoghs
Supermarket,
coffee shops
Petrol station,
convenience
stores, pub
Deli, convenience
store, pub

! !!!!!!!!!!!!!!!! ! !!
46!
!
Mum Mary
Buyer persona #1 is 35 year old Mum Mary. Mary has a husband named Mark, and is
a stay-at-home mum to 2 young children. As Mark is in work during the week, Mary
likes to take the time to catch up with her friends. She tends to meet up with other
mums from her kids schools, where they will go for coffee or meet for lunch.
Mary will encounter Keogh’s crisps in various coffee shops in her locality, as well as
when she does the food shop in her local supermarket. She will often buy a packet for
herself and Mark for an evening treat after putting the kids to bed.
Senior Sam
Buyer persona #2 Senior Sam is a 62 year old father of 3 grown up children. He has
been married to his wife Sarah for 35 years and the couple have one grandchild. Sam
worked in the property industry for years but took an early retirement early this year
and is now spending his days travelling with his wife, or on the golf course. He also
follows rugby and is a big Leinster supporter.
Sam encounters Keogh’s crisps in various petrol stations around the country on his
road trips, as well as buying a packet at the pub where he goes to watch the Leinster
and International rugby matches.

! !!!!!!!!!!!!!!!! ! !!
47!
!
Professional Pat
Buyer person #3 is 43 year old bachelor Professional Pat. Pat is an accountant and
works in one of the big 4 firms in the city centre. Pat’s busy work schedule takes up
most of his time during the week, so at weekends he likes to plan fun activities with
his friends. As an avid sportsman all his life, Pat still plays a lot of rugby and GAA for
his local teams. In the evenings, he often likes to have friends over for drinks, or to go
to his local bars and restaurants.
Pat comes into contact with Keogh’s during the week in his local lunch deli. At the
weekend he may grab a packet in the local kiosk after a match, or when going to
watch games with friends. If Pat intends to have people for drinks and nibbles he will
always ensure to have a few packets of Keogh’s ready for guests.
!
!

! !!!!!!!!!!!!!!!! ! !!
48!
!
Exhibit .11 Case Study Analysis
The sources used for research towards creating Keogh’s crisps advertising campaign
were:
11.1 Jameson
Jameson began to target a new target market as a result of their ageing customer
base. They have created a buyer persona based on the research they have conducted,
which have identified a gap in the market. The young professionals, who enjoy
socialising, have not yet identified their preferred alcoholic beverage. For the
campaign they have used a tag line “You’ve heard the stories, now meet the Legend”,
which was rolled across all of the social media platforms Jameson had utilised (K.
Jackson, M. Laing, S. W. Lu, N. Moshi, 2011).
This case study inspired us to create Feilim’s buyer persona for the Keogh’s crisps.
According to CIA statistics approximately 750 thousand people in Ireland are from
25 to 34 years of age (CIA, 2014). This part of the Irish population are young
professionals with high exposable income, who like high quality and Irish produce, a
perfect target market for Keogh’s crisps.

! !!!!!!!!!!!!!!!! ! !!
49!
!
!
!

! !!!!!!!!!!!!!!!! ! !!
50!
!
11.2 Walkers Sensations “Journey through flavor”
Walkers took a more creative approach to increasing their brand awareness, by
incorporating an acrobatic dance into their campaign, which emphasises on the
Asian inspired flavours and their taste brilliance (T. Nudd 2009). Each dance
portrayed the sensation of one’s palate when enjoying Walkers crisps. This ad
campaign showed the extent of possibilities in the creative matter, when promoting a
product.
!

! !!!!!!!!!!!!!!!! ! !!
51!
!
11.3 Lyons tea campaign ‘bring the talk home’
Lyons had identified a particular aspect that large amount of their target market
shared ‘existing relatives abroad’. Because of the recession, many family members
were unable to come back to Ireland to visit their family. This created an emotional,
positive brand association (K. Corbett, 2013). Lyons campaign showed us that
identifying a current trend or characteristic that your target market share, will create
a base for an emotional connection between a brand and their customer. If used
properly this will generate a fantastic response, but also can fail if inappropriate
suggestions or references are use in the ads.
!
!
!
!

! !!!!!!!!!!!!!!!! ! !!
52!
!
11.4 The Vodafone campaign ‘#First time’
Vodafone connects to the viewers on an emotional level. The Ads describe the
personal journey of an individual who is achieving their dream. There are a number
of distinct stories adapted to each individual depicting their dreams and detailing
their success (independent.ie, 2014). By enabling people with ability to change the
publics’ opinion or perception on each relevant topic chosen by the person in the
story, Vodafone is sending a message that they believe in and promote positive
changes and individuality.

! !!!!!!!!!!!!!!!! ! !!
53!
!
Exhibit .12 Brand Essence Wheel
I!
Facts and Symbols
!
Keoghs Core:
Brand Promise
'Deliciously Fresh Irish
Potatoes'
-Family Values
-Quality
-Superior Taste
Satisfying
Texture
Flavour
Innovation
Delicious
Natural
How I would
describe the
product
What
product does
for me
Crispy
Filling
Irish
Filling in
calories
!
Spud Nav
200 years
Launched in
November
2011
Family Farm
Hand
Cooked
Socialising
Brand Personality
Fun Athletic
IndependentTrendy
Patriotic!
Happy
Nonchalant
How the
brand makes
me look
Relaxed
Content
Connected
How the
brand makes
me feel

! !!!!!!!!!!!!!!!! ! !!
54!
!
Exhibit .13 Theory behind example ads in slides
13.1 Traditional Media:
Radio-
As one of the primary traditional media channels chosen, radio will allow Keogh’s to
establish and broadcast brand voice and values. According to the
businessetc.thejournal.ie in 2013, 84% of adults listen to the radio daily, this
presents majority of Keogh’s target market, creating great opportunity for the
company to extend their reach and increase their brand awareness. Joint National
Listenership Research Survey (released January 2014) has indicated that RTE Radio
1’s Moring Ireland is ‘the most-listened to show in the country’ and had actually
further increased their reach by a thousand, making their listenership of 449,000
(RTE.ie, 2014).
TX FM and Spotify were chosen as advertising channels that would be aimed at
younger audience (Feilim Buyer Persona). These will insure that Keogh’s message is
reaching the target market using a channel they would use on daily basis.

! !!!!!!!!!!!!!!!! ! !!
55!
!
PR-
In the past public relations campaigns were the primary source of publicity for
Keoghs. The ‘Spud Festival’, fairs and events attended by Keoghs team, helped to
increase the brand awareness and generate business leads for distributers.
Nonetheless, with today’s emphasis on digital technology and the increased use of
social platforms by the general public, indicates that the line between traditional and
digital media is beginning to blur. Digitally interactive PR stunts are becoming
increasingly popular by big brand companies, for example the augmented reality PR
demonstration that have been occurring in UK, have really pushed the limits of the
imagination and created phenomenal response from the public (“National
Geographic's recent AR campaign let people interact with dinosaurs”; Pepsi
augmented reality bus stop; Lynx augmented reality London’s Victoria Station; and
many more). These are only snapshots of the PR possibilities today, which still may
be incorporated into the following chosen locations for Keogh’s crisps PR campaigns.
Rugby and other sport matches, as Ireland is recognised for their rugby and boxing
achievements, targeting these event locations will ensure the optimum results.
Sponsoring rugby teams, selling Keogh’s crisps at the stalls, and sponsoring Irish golf
players will ensure international recognition, which will prove to be beneficial for
exports.
Irish Electric picnic and Westport Festival of Music are but a few of the music
festivals which occur in Ireland annually. These events gather people from different
parts of Ireland creating a perfect conditions for Keogh’s brand to target masses
through these events, while increasing sales (through selling crisps or fries and chips
made out of Keogh’s potatoes), thus ensuring Keogh’s brand presents in the Irish
market.

! !!!!!!!!!!!!!!!! ! !!
56!
!
Newspaper
With a rapid decrease in newspaper readership in Ireland, one might think that it
could pose a waste of financial resources to use it for advertising, but there is a
growing popularity in digital newspaper consumption. Newspapers creating apps
which display an actual replica of the newspaper for the day, as public have voice
their preference of the newspaper page structure, in comparison to the list of
headings and menu pages displayed on websites. Nevertheless, according to
‘National Newspapers of Ireland’ research readership in Ireland is still going strong,
with approximately 5.2 million newspapers being sold on weekly basis, and 1.5
million gratis newspapers being distributed weekly (nni.ie, 2014).
Irish times ‘The Ticket’ Ads would be aimed at the Feilim buyer persona, as it was
identified that they would hold a particular interest in this magazine because of their
interest in the content (culture and entertainment news). According to Irish Times
‘The Ticket’ readership figures for 2012 show that 208,000 adults read it (Joint
National Readership Survey, 2012).
!

! !!!!!!!!!!!!!!!! ! !!
57!
!
13.2 Digital Media:
!
Social media platforms
Nowadays social media is becoming a primary customer contact point for many
businesses, if used effectively the results can be astonishing or if not monitored and
cultivated the outcome may result in brands demise. Keoghs have recently begun to
utilise the social media platforms by running promotions, thus driving reach and
engagement to their accounts. To further increase engagement to their customers on
social media platforms such as Twitter, YouTube, Facebook, and Vine, Keogh’s need
to create informative and creative content, promotions and further continue with
branding messages and posts.
Twitter:
“What is your favourite way to eat Keogh’s Crisps? Do you experiment with
cooking? Check out our #recipe blog for some delicious ideas.”
Create your own recipe using Keogh’s crisps as ingredients or share your favourite
combination of Keogh’s crisps with other foods, will encourage customers to
purchase the product for numerous purposes, thus creating more scenarios for
Keogh’s crisps consumption.

! !!!!!!!!!!!!!!!! ! !!
58!
!
Twitter updates:
Continues updates on Keogh’s activities keeps public in touch with the brand. This
will ensure constant brand exposure, creating ongoing brand publicity.
The Irish Times website ads: a whole page takeover or banner, skyscraper, or a
square, will generates brand awareness for a large portion of Irish population.

! !!!!!!!!!!!!!!!! ! !!
59!
!
Display Ads
Display Ads using Google AdWords will aid in increasing brand awareness and in
turn drive sales.
“Snack ideas for parties search results” creating content such as ideas on different
ways, for countless occasions and numerous combinations of how to use Keogh’s
crisps will ensure continues interest the brand.
PPC ads can be tailored for each content, so when an individual searches Google for
“dinner recipes”, “party snacks”, or “easy cook recipes” Keogh’s ad will come up
offering them a solution involving Keogh’s crisps. These ads can be modified to be
listed as PPC text search ad or a Display Ad.
PPC example:
Side ad
• Keogh's Crisps Recipes
• www.keoghs.ie
• Delicious & Easy To Cook
• Solution For Any Occasion
•
Top ad
• Keogh's Crisps Recipes
• www.keoghs.ie
• Delicious & Easy To Cook Solution For Any Occasion
Mobile ad
Keogh's Crisps
www.keoghs.ie
Grown With Love. In Ireland Deliciously Fresh Irish Potatoes.

! !!!!!!!!!!!!!!!! ! !!
60!
!
Display Ad example:

! !!!!!!!!!!!!!!!! ! !!
61!
!
Blog
Family cook book, detailed family/farm history, general info based on the up to date
events and trends. The website already has a lot of the content, allocating it to a blog
and updating it with current events, news and trends will encourage customers to
read and follow the brand, thus portraying a positive image for Keogh’s crisps and
other products alike.

! !!!!!!!!!!!!!!!! ! !!
62!
!
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! !!!!!!!!!!!!!!!! ! !!
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UCD Michael Smurfit Group Assignment for Keogh's Crisps

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