bulmers ltd
... ( Finance Director) Nature of Business Bulmers Ltd was established in Clonmel in 1935, by a local man William Magner. ... Magner withdrew from the company that we have now learned to become familiar with the prestigious name Bulmers Original Cider. Today Bulmers Ltd is a formidable Irish company that sets the standards of cider making in Ireland. ... Description of Existing business Environment Bulmers Ltd today is the premium producer and distributor of cider in the Irish market. ... Products such as Bulmers, Strongbow, Linden Village, Samsons cider and Ritz has helped Bulmers ensure that it stays at number one in the Irish cider market. Due to the recent tax hike on cider, Bulmers Ltd like many other companies has seen a fall in sales. ... Company present Business Situation Bulmers Ltd have recently seen the release of a new product, Bulmers Light. This comes in a long neck bottle and with silver packaging with the usual Bulmers design. ... Bulmers light still embodies the “quality”, “craftsmanship” and “heritage” of Bulmers original. Now with the light drinks market gaining rapid growth, Bulmers Ltd hopes to see success with the Bulmers light. Bulmers still focuses entirely on the cider market and hopes to increase its market share with the release of Bulmers Light. Bulmers currently occupies 12% of the cider/ beer market. With the falling figures for beer and spirits, Bulmers hopes to raise that figure to 15% by the end of 2004. Corporate Marketing Objectives Bulmers Light will be heavily supported with various forms of media and non-media based promotions. ... Bulmers Light also wishes to aim the cider towards the more sporting consumers with the product being 15% light in calories. ... With the release of Bulmers Light in June the investment of outdoor advertisement was €192,903. ... The company has presented a €2 million budget to ensure the success of Bulmers Light. The medias used are: Television Press/newspapers/magazines Sponsorship Outdoor campaign Pubs/ restaurants/universities Sales Promotions Previous marketing communication activity Bulmers original always adopted the image of quality over time. ... Bulmers advertising campaign on television picturing the great vats of cider and the orchards that the was “built” over time. ... Bulmers was the proud sponsors of various Irish companies and events such as Today FM, The Irish Times, Tipperary Rural and Business Development Institute and the Golfing Union of Ireland and more.