PRODUCTS

Cutlery Giftware

Newbridge Silverware. Chad, Shan, Rita, Sofia

Jewelry

Home

EPNS Stainless steel

Photo frames Candles Gift boxes Clock

Necklaces Bracelets Rings Watches Earrings

Glassware Kitchen ware

PRICE

Low-Grade

High-Grade

Newbridge Silverware. Chad, Shan, Rita, Sofia

Premium Priced

Knifes price in retail Less than 0.25 Euro

Knifes price in retail 7 Euro per peace

Silver plate EPNS Present boxes 300-1000 Euro

PLACE
Cutlery Giftware Hospitals, Restaurants, Canteens, Airlines Gift and Craft shops, department stores, houseware shops such as Kilkenny Design, Blarney Woollen Mills and Quills

Jewelry
Home

Jewelry shops
Houseware shops
Totally Over 300 retail customers in Ireland

Newbridge Silverware. Chad, Shan, Rita, Sofia

BRANDING
Strong brand name in Ireland Newbridge associated with quality

Best in Business Award 2005

Modern, elegant design Sponsoring events such as Miss Ireland, Rose of Tralee, Special Olympics

Newbridge Silverware. Chad, Shan, Rita, Sofia

Newbridge Silverware. Chad, Shan, Rita, Sofia

PROMOTION
Attracted Paul Costelloe to the design of premium-priced cutlery collection In 2009 opened Museum of Style Icons

Newbridge Silverware. Chad, Shan, Rita, Sofia

MUSEUM OF STYLE ICONS

Newbridge Silverware. Chad, Shan, Rita, Sofia

CHALLENGES

CHALLENGES OF ENTRY IN RECESSION

Low Cost Import Competition Its an industry in decline Changing fashion effects the perception New product development creates barrier Cross industry relationship. Existing brands have reached solid historical foundation.

Newbridge Silverware. Chad, Shan, Rita, Sofia

COMPETITION CHALLENGES IN RECESSION

High competition from Asia and South America and surviving manufacturers in US and EU. Competitors focus on marketing, specialization and product line extension. Strong impact of Sheffield (UK) manufacturer. Outlet chains develop and promote SS product under their own

brand.

Newbridge Silverware. Chad, Shan, Rita, Sofia

Newbridge Silverware. Chad, Shan, Rita, Sofia

BU Y E R S R E L A T E D CHALLENGES IN RECESSION
Change of lifestyle Recently increased price sensitivity.

Responsive to change in style and design (IRISH MARKET).

Newbridge Silverware. Chad, Shan, Rita, Sofia

C H A L L E N G E S D U E TO SUBSTITUTION RECESSION
By 2010, China accounted 65% SS cutlery sales in EU Plastic cutlery.

Sliced bread.

Newbridge Silverware. Chad, Shan, Rita, Sofia

POSITIVE MARKET O P P O RT U N I T I E S
Growing demand for different SS grades Growing demand for branded product lines extensions

Anti-terror cutlery
Targeting catering market High brand recognition for prospective product lines

Participating in cross-industries` events

Newbridge Silverware. Chad, Shan, Rita, Sofia

RECENT MARKET THREATS

Savvy customers (price sensitive) Growing unemployment Growing popularity of casual dining culture Outsourcing Development of direct online sales High wages Growing shares of Asian and South American companies

Newbridge Silverware. Chad, Shan, Rita, Sofia

POLITICAL CHALLENGES
1930-1950 proctectionism policies Increasing security requirements after 9/11

Anti-terror stainless steel cutlery

Obliged use of plastic cutlery

Newbridge Silverware. Chad, Shan, Rita, Sofia

ECONOMIC CHALLENGES
Price sensitive consumer
Economic slowdown affects sales of luxury goods Less consumer spending on luxury goods Economic uncertainties postponed or cancelled purchases Increased competition from non-traditional sources In the 50s protectionism policies were reduces, New bridge had to coop with the free trade environment, low-costs imports

Newbridge Silverware. Chad, Shan, Rita, Sofia

SOCIAL CHALLENGES
Changing fashion and new product developments Sliced bread introduction Plastic cutlery Changes in house design to informal Trend towards less formal dining

Newbridge Silverware. Chad, Shan, Rita, Sofia

TECHNOLOGICAL CHALLENGES
Technological innovation of competitors patented Wuesthof and Le Cordon Bleu co-operated to design light

weighted design
Need of adoption when budgets are tight in the crisis

Newbridge Silverware. Chad, Shan, Rita, Sofia

LESSONS LEARNED
Diversification and repositioning is necessary in a declining and maturing market, in order to stay ahead of competition A recession asks for strategy revision Extensive branding enhances the brand-awareness and contributes to a positive image Compete with cheaper Asian manufacturers by concentration on premium-quality products and product innovation

Newbridge Silverware. Chad, Shan, Rita, Sofia

LESSONS LEARNED
Increase sales by brand extension

Collaborate with other parties within the industry to boost the

entire niche-market Creating transparency raises publicity and awareness, opening

a visiting site attracting (inter)national tourists

Partner up with organizations which can influence the demand of your products fashion designers

Newbridge Silverware. Chad, Shan, Rita, Sofia

LESSONS LEARNED
Making merchandise in terms of giftware to create a hype around the products Appealing to the tourist industry Strong brand presence (unique Irish character) and publicity distinguish in times of crisis

Newbridge Silverware. Chad, Shan, Rita, Sofia

The End! THANK YOU FOR YOUR ATTENTION

Newbridge Silverware. Chad, Shan, Rita, Sofia