“For us at Tipperary Crystal, the last 12 months has been a real journey of brand assessment and strategic realignment”, says Managing Director, Robbie Scanlan. “We advocate taking time out from day-to-day activities and re-evaluating the critical success factors of your brand or business. Ultimately, this process enabled us to recognise the most appropriate strategic direction for our company and refocus our marketing, product development and commercial strategies accordingly.
“From a marketing perspective, we implemented a comprehensive “grassroots” digital marketing campaign targeting customers from a local to a national level. We recognise that ‘local’ is key to the success of this brand, hence our investment in the lead sponsorship of the Rose of Tralee International Festival. This festival is very much a locally-driven phenomenon and the synergistic benefits between both our brands benefits both our retailers and our consumers.
“Ongoing innovation and new product development is the lifeblood of Tipperary Crystal. Our customers expect a high-quality gift solution at an affordable price. Therefore, at the very essence of the Tipperary Crystal philosophy is our commitment to innovative, authentic, Irish-designed products, all created to the highest standards of quality and presented in premium gift packaging … we provide ‘The Complete Gift Solution’. We believe in exceeding our consumers expectations and in producing products that are above the industry standard.”
“At Tipperary Crystal we very much value the support and input of our retail partners. Indeed, our retailers play a vital role in the direction of our brand from a new product and marketing perspective. Accordingly, a key new strategic direction for us has been the ongoing implementation of a national trade marketing programme that was designed to support our retailers through the installation of branded shopfit, merchandising guidelines and product training.
“In essence, we believe that by going ‘back to basics’ and understanding the critical success factors of our business, we have created a long-term platform that will propel the Tipperary Crystal brand forward in a more relevant fashion for generations to come.”