As one the original 4P’s, pricing plays a vital role in delivering competitive differentiation in the market, enhancing perceived brand value and equity. Pricing is a strategic tool that has many applications in resolving business challenges as well as exploiting opportunities and or defending market share. As this is a new category for 2024, we are offering you some suggestions on the entries you may wish to create but this is not an exhaustive list. You might demonstrate how pricing was successfully used for competitive brand positioning at higher and or lower price points, creating and sustaining brand value and equity, building brand loyalty, as a component in new product launches and or brand extensions, and or of course promotional activity. The entry must focus on addressing a business challenge or opportunity and highlight how the strategic management of pricing successfully resolved the challenge or capitalised on the opportunity. The winning case will highlight how pricing built a sustainable and profitable business.
Marshall Kingston
Winner
Following a successful launch in Ireland, Square set out to expand its services, promoting economic empowerment to the 2.65 million SME’s in Spain. However, the landscape in Spain was vastly different to Square’s other markets, with 87% of in-person transactions being cash based. To penetrate this market, Square not only needed to build awareness of the ecosystem of products on offer, but also educate Spanish businesses on the benefits of utilising these products over their existing systems. Square tackled this with a combination of highimpact advertising, online campaigns, and putting existing Square Sellers front and centre of the marketing efforts.
Jarlath O’Dwyer
Finalist
The Burren Ecotourism Network is a membership organisation embedded in a sustainable tourism ethos. Made up by almost 70 businesses in the region, it was formally established in 2011 The network connects tourism enterprises in the Burren & Cliffs of Moher UNESCO Global Geopark and enables them to work together to deliver economic, social, and environmental benefits, both for themselves and for their communities. The Network won the Lonely Planet Award for Community Tourism in 2021, and the Burren region won the Irish Times Award of Best Place to Holiday in Ireland in 2022.
Aoife Flynn
Finalist
Payslip have entered this award to highlight the effectiveness of our Marketing Campaigns in overcoming a new market entry challenge. Key objectives of our strategy are Brand Awareness as a new marketing entrant and Lead Generation. Marketing campaigns are designed to cover both objectives, and include successful digital campaigns in the form of paid campaigns across Google and LinkedIn platforms, Social Media Marketing, Webinars, Podcasts and Email Marketing. Optimized persona driven content underpins all campaigns in the form of eBooks, Whitepapers, Case studies and Blog articles. Result included significant growth in customer acquisition with 75% of sales generated from inbound leads.
Brian Curtin
Finalist
WHOOP is a wearable fitness and health coach that provides personalised, actionable insights via a wrist wearable and companion app. Created in Boston in 2012 the brand’s marketing had traditionally skewed towards the US, and because of this, WHOOP wasn’t resonating with global consumers.
WHOOP International was set up in Dublin in 2021, tasked with expanding the brand internationally. In 2022 the team executed a unique campaign around the Giro d’Italia cycling tour, and results exceeded expectations. Not only did WHOOP unlock international markets, but from a team perspective it was successful, as Global Marketing is now led from Ireland.
Paul Humphries
Finalist
The Kellogg Cereal Snack team drove an outstanding turnaround of the KEUK Snacks business in 2021 and 2022. The business went from a declining and complex business over several years, accelerated by COVID, to a key driver of Kellogg European growth in 2022. Double digit top line revenue growth over 2 years, GP almost doubling & with share growth in our 2 key markets – UK & Italy. All driven by a consistent strategy and a truly cross functional, cross market joined up effort.
This website uses cookies to deliver a better user experience. For more information, please visit our Privacy Policy
