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Banner Bog Oak

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Submitted By doylebag
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Q. An analysis of competitors’ brand identities and positioning to understand how the brand is differentiated.

3 competitors to Banner Bog Oak * Celtic Bogoaks * Ronnie Graham: Irish Bog Wood Sculpture * Brian O Loughlin: Irish Bog Oak Sculpture

Brand Positioning:
"The act of designing the company's image and value so that the segment's customers understand what the company stands for in relation to its competitors" Kotler (1988)
Aim: a positioning which holds maximum appeal for its target audience e.g. Guinness
Functional
Emotional

* Celtic Bogoaks
They have been working with bogwoods for many years, creating beautiful gifts for the retail trade. They supply most of the top Irish craft retailers in Ireland including The Kilkenny shops in Dublin, Kilkenny, Galway and Killarney, Seodin in Limerick and Ennis, The Cat & The Moon in Sligo, Judy Greene in Galway, Waterville Craft Centre, The Kilkenny Design Centre, Marble and Lemon in Cork, to name but a few. They also exhibit at Showcase Ireland at the R.D.S. Exhibition Centre in Dublin every year. Celtic Bog oaks are a member of the Craft Council of Ireland.

Positioning:
Celtic Bog oaks are positioned well all over Ireland and showcasing in the RDS in Dublin yearly is making everybody aware of their products and what they have to offer.

Brand Identity:
Celtic bog oaks main brand identity is that "We bring an ancient Irish language and an ancient Irish timber together again." This has an emotional value to a lot of people who are trying to get in touch with their ancestors history and to find out more about the lifestyle people lived before. * Ronnie Graham: Irish Bog Wood Sculpture

Ronnie started carving in Belfast in 1980 originally as some light relief from the tensions of the time so he has good experience of working with bog oak. An early introduction to bog wood by Rathlin-based sculptor Paddy Burns, quickly turned to an obsession for him and he experimented with the material ever since.

Positioning:
Ronnie has exhibited regularly in Ireland, Northern Europe and USA since 1991 so he is positioned well all over the world which leaves him with a wide range of potential buyers for his products. To date Ronnie Graham has hits from over 100 countries on his website in relation to his work which gives him a huge base for sales.

Brand Identity:
All sculpture is worked using mallet & chisels a small sander to help initial sanding and finishing by hand with fine grades of sand paper. Ronnie occasionally burnishes with bone.
Ronnie would like his sculptures to be known more as “lifestyle bogwood” rather than “furniture”. Always with an unusual feel and incorporating other materials, copper, leather and stone. This brings the products a more sentimental value to the buyers that their not just purchasing furniture but rather a way of life. This has a huge emotional value to buyers as they are getting more than a product but a sense of their ancestor’s life.

* Brian O Loughlin: Irish Bog Oak Sculpture
Brian had devoted himself to this most ancient of materials.. “It is simply and purely the most amazing wood in the world. The character, the history, the colour are all so dramatic.”
Depending on the size and shape of the wood, Brian creates all kinds of sculptures in a range of sizes that sit perfectly in any environment, whether it’s a treasured piece in a sitting room, a striking statement in an office lobby or a measure of a person’s worth, a presentation made to them by their peers. Brian works to commission as well as mounting exhibitions of his work, which can be seen in designyard in Dublin, Red Aesthetic, Kilkenny, Kozo, Thomastown, and the Adrigole Arts in west Cork.

Positioning
Brian works from a home base but puts forward many exhibitions all over the country. His work is very successful and some of his sculptures have been presented to high profile people like the Taoisigh past and present, President Mary Mcaleese and Senator Ted Kennedy. A reputation has been built because of recipients like this and that positions Brian O’ Loughlin very well all over Ireland.

Brand Identity
The challenges of working with this medium add to the worth of the finished piece: ‘it’s not simple,’ says Brian, ‘I can’t set up a production line. I can do a similar theme, but I’ll never recreate the same piece twice.’
This shows that Brian is very passionate and inventive about his work as he will never make the same piece twice.
The fact that your product is always going to be a one off is very appealing to buyers as nobody else will have the same sculpture as you.

A review of the current banner bog oak brand, its positioning and its requirements.
Positioning.
Search engine optimization in Google found that banner bog oak was on the 3rd page. Most people never go past the first page in searching for a site. Obviously the few companies on the first page are either the most popular or have gone about positioning their product correctly.
Joe mentioned he has made awards for Limerick regional awards; however his competitor Brian o’ Loughlin from bog oak sculptures has been commissioned to create awards for Taoiseach former presidents and US senators. This tells us that there is a market for awards/gifts in the Bog Oak industry.
The shop in Dromoland castle is a bit of a coup as Joe’s product is classy, unique and ornamental which fits in well with the castles image.
The positioning of his product in Dromoland is testament to his business acumen.

Requirements.
The website needs to be overhauled, with prices displayed and an online shopping facility.
Gift shops and airports, possible advertisement with celebrity endorsement, garden centers, and GAA clubs in America have a trophy piece of bog oak; give away some pieces as gifts to prominent people.

An analysis of the clients full customer base (current and potential) to develop a clear customer profile.
Current.
Visitors to dromoland castle
Limerick chamber of commerce
Networking with local business groups.
Word of mouth

Potential.
Interior designers
Local authorities
Craft shops
US market

Customer profile
People who can afford luxury items.
Artistic people
Diaspora
Awards
Trophys
People with an interest in ancient Ireland

-------------------------------------------------
Top of Form

Irish corporate market.
A review of the current brand awareness strategies in place for the chosen market (i.e. either Irish corporate or US visitor market).
“Branding strategy is critical because it’s the means by which the firm can help customers understand its products and services and organise them in their minds”.
Website: The website for the company needs a professional and dynamic appearance to entice the potential customers into a possible purchase. There needs to be a few different options available to customers, eg. Online shopping, gift certificates available to purchase on the website.
Dromoland castle gift shop:
Craft shops
Incoming US visitor market

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