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John O’Connor Commercial Director

Largo Foods

© Largo Foods 2008. All rights reserved.

‚How Strong Brands

Drive Sales Success in

FMCG‛

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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.

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Our Brands

Market Leader with 49% market share.

Bigger than the next 3 competitors combined.

Tayto – 5th

Hunky Dorys - 41st

King - 72nd

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Joe Spud Murphy Founder & Taoiseach Sean Lemass

The Beginning.....

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Tayto ad 1959 Tayto front page ad 1962 First Advert Printed

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Evolution....

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The Journey

Tayto Founded

1954 1987

Beatrice International Acquisition

C&C Group Acquisition

‘Globalisation’

Largo Foods

Acquisition

1999 2000 2006

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‘Globalisation’

$43bn

$79bn

$1bn

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Reality Check

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Invest Invigorate

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2003 Present

Factories

Employees

Logistics

Cost Re-engineering

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Investment Strategy

Sales Excellence

NP

D

Pro

mo

tio

ns

Operating Processes

Brand Marketing

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Innovation

Defined Contribution from NPD

New Categories

Brand Partnerships

Peripheral Flavours

Segmentation

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Segmentation

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Peripherals

Tubes Sharing Snack

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New Categories

Micro wave Popcorn

Nuts

Popcorn

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Commercial Focus

Commercial Team Increased

Significant Increase in ATL/BTL

Structural Change Business Channels

Re-defined Roles & Responsibilities

Re-defined KPI’s & Business Ratios

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Retailer Engagement

Partnership

Van Sales Educate/

Inform

Support

Business

Development

Merchandising

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Consumer Engagement

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2007- Election Campaign

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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

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2009 - Book Campaign

Sold 60,000 copies

No.1 bestseller for 3 weeks

3rd highest recalled

campaign of 2009

1st FMCG brand ever

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Supporting Ireland

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Celebrity

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The New Generation

Official Website

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Expansion

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What Next ?

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Thank You !