Irish Biscuits LTD - A part of the Danone group

Abstract

Towards the end of 1994 the management team in Irish Biscuits Ltd identified the need to strengthen its marketing function. By July 1995 the marketing department had doubled in size and the marketing budget was increased to £2.5 million. The new team was charged with the task of upgrading the company's corporate image and focusing on the development of new products. Biscuits are one of the biggest markets in the Irish grocery trade, with a current market value of IR £125 million.