...Bulmers Ireland “Time Dedicated to You” For this assignment we were asked to write an internal and external investigation for Bulmers Ireland. I would like to start by giving a brief history of the company itself. It started with an orchard in the town of Clonmel in Co. Tipperary. Commercial cider production began in 1935 under the control of local man William Magner. In 1960 they launched a “Champagne Perry” in direct competition with Showerings Ltd. product known as “Babysham”. Showerings took them to court over this and Bulmers lost, forcing them to sell up. It is currently a division of the C&C group, which is the largest drinks company in Ireland at the moment. Currently the company still operates in the Clonmel area in a plant a few miles outside the town called Annerville and employs around 470 people. Over the years the brand has grown from strength to strength and is now being sold in 30 countries across the world. With its flagship product still being the apple cider, it has tried to branch into other niche markets with in the alcoholic sector. Releasing Bulmers Light in 2007 and Bulmers pear/berry in 2010. (Web1) S.W.O.T. Analysis A swot analysis is a method used in business to determine the strengths your company possess, the weaknesses your company are subject to as well as the opportunities you could exploit and the threats you face. Strengths Strengths are an internal factor designed to show exactly where your power lies as a company...
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...10 years work experience at Bulmers Ltd. Clonmel Co. Tipperary. Aims My Aim is to explore and analyse the internal workings of the company and to look at external factors affecting it, and in doing so to make the reader more aware of how the company is an integral part of the Local community of Clonmel. Objectives and Methodology The primary data was collected using my contacts and work colleagues and by observation. Secondary sources of information such as the company’s website were also used. History, Size, Ownership and Services Provided Commercial cider production started in Clonmel in the 1930s, by local man William Magner. Dowd's Lane in Clonmel was the original location of this Buisness. Mr Magner quickly established a successful business and, in 1937, he joined forces with the English cider-makers H.P. Bulmer and Co of Hereford, securing the rights to the Bulmers brand name in the Republic of Ireland. In 1946, Mr. Magner withdrew from the business and in 1949 the Bulmers name came to the fore. Today, Bulmers Ltd is a formidable Irish company. Cider production has been moved to state of the art production facilities at Annerville, on the outskirts Clonmel. The company currently employs over 250 people and is a substantial part of the economic infrastructure of the community of Clonmel. It continues to own the trade mark Bulmers® in the Republic of Ireland but it is no longer connected with HP Bulmer Ltd of Hereford, UK. Bulmers Ltd is now part of the C&C...
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...The Irish Cider Industry Irish Cider Association is a business sector within IBEC Irish Cider Association The ICA is a new organisation which aims to build on the great success of its predecessor, the Cider Industry Council - founded over 20 years ago - which transformed the profile of cider in this country for the better. The Association is chaired by Aidan Murphy of Bulmers. Bulmers Irish Cider is produced in Clonmel for the Republic of Ireland by C&C Group and is exported as Magners Irish Cider to more than 25 countries worldwide. Our other members, like Diageo, Richmond Marketing and Barry and Fitzwilliam Ltd provide cider from all over Europe for Irish drinkers and are significant players in the Irish alcohol beverage industry. The ICA’s mission is to strive for an equitable taxation policy for cider and a sustainable, cost effective production environment. We engage in a fact based, inclusive and solution-driven public policy debate. We aim to establish the Irish cider industry in the minds of stakeholders. We show how the cider industry, like other alcohol categories, is dedicated to social responsibility, including responsible drinking. We also show how our industry provides jobs, generates government revenues and is committed to providing comprehensive and comprehendible information to consumers. Company logos and brand logos. BARRY& FITZWILLIAM LTD. PREMIUM DRINKS COMPANY Our business The Irish cider industry consists of manufacturing, import and...
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...The production of cider is a simple, traditional process, based on natural ingredients. A lot of time, care and labour are put into the making of cider, from the time the apples are harvested, to achieving the end product. Similar in ways to the wine production process, the following is a step-by-step guide to the making of cider... The best apples are selected during the harvest at the 250 acre Bulmers Orchards in Clonmel and from the Apple Growers in Northern Ireland. A total of 17 varieties of apples are used to create the famous taste of Bulmers Original Irish Cider. After the fruit is weighed and checked for type and quality, it is conveyed by a water stream to our apple mill which chops the apples into small pieces in preparation for crushing. The next step, crushing is done using fruit presses which extract the fresh juice from the fruit. After this, the juice is moved to a fermenter where our own unique strains of yeast are added. Once this has happened the juice is racked (moved) in to the maturation vats. A material called pomace, which is all that remains after this process can then be utilized for animal feed The apple juice ferments for one month and is then drawn off from the residue into another vat. Here it is held in airtight vats before being crafted in to Bulmers Original Irish Cider, maturing over a period of several months- typically between six months to two years. Each cider batch is tested on a regular basis and once the taste profile has reached the...
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...Sunshine Effect Addressing members of the Irish food industry at a national conference in 2006, the message, Maurice Breen, Marketing Director for C&C plc delivered was simple: building a successful brand takes time and money. As producers of Bulmer’s Original Irish Cider, C&C plc was well placed it seemed, to advise other Irish companies on branding. The beverages manufacturer had successfully repositioned the once tired Bulmer’s brand as a traditional handcrafted premium category drink aimed at up-and-coming professionals. In the process Bulmer’s had revitalised the entire cider sector, endowing the golden juice with respectability and aspirant values. With advertising capitalising on good summer weather and long evenings, cider sales had soared as consumers flocked to the prospect of socialising with friends over a refreshing bottle of Bulmer’s Cider poured over ice. That halcyon association had been dubbed the ‘Sunshine Effect’ by the UK’s National Association of Cider Makers, its sparkle catching on in the UK as C&C stormed the largest cider market in the world during the hot summers of 2005 and 2006. While initially successful ultimately the Sunshine Effect proved to be both the making and breaking of the Irish company’s market strategy for the years that followed. After 3 years of sales decline, its new CEO John Dunsmore, recruited in mid-2008 from competitor Scottish & Newcastle , was left wondering what options did the Irish cider brand face in international markets....
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...Bibliography 1. Marketing Analysis 1.1 Company Introduction The Irish Cantrell & Cochrane Group plc is a manufacturer, marketer and distributor of beverages founded in 1850 operating in cider, spirits and liqueurs but also soft drinks. The structure of C&C’s brands is shown in the following Boston Matrix Cider Spirits & Liqueures Market Growth Soft Drinks Market share Source: Extracted from C&C annual report 2007 Since Cider is C&C’s major branch I want to concentrate on that. The major markets for C&C cider are Northern Ireland and Great Britain but also the Unites States and Continental Europe belong to the sales market. Due to the fact that the company Scottish & Newcastle’s sells a similar product with the same name in England, C&C markets its premium cider as Magners outside Ireland to avoid confusions. 1.2 PEST Analysis To examine the Cider market I want to cover the some relevant points of a PEST analysis. First of all there are some political issues that are relevant. The political environment in the countries where C&C delivers its beverages is politically stable. The government could affect the drink market either by taxation, by passing laws regulating binge drinking or by rising the legal drinking age in pubs. The smoking ban also contributes to a decline in sales. In 2004 the cider market began to transform from a mature market into an innovative segment...
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