During semester 2 2015/16 BBS Marketing Students got the opportunity to work alongside the only hand-made yoghurt in Northern Ireland- the award winning Clandeboye Yoghurt through the Integrated Marketing Communications module. This was a 7 week project that required students to assess Clandeboye’s current activities and needs, to create an Integrated Marketing Communications Plan for September 2016- September 2017.
Clandeboye Estate Yoghurt launched in 2007 in response to the need for the Clandeboye Estate in Bangor, Co. Down to be self-sufficient. One way they could do this was by utilizing the milk from the Estate’s award winning pedigree herd to produce local yoghurt for retail. The yoghurt product produced is carefully blended by hand using traditional techniques that guarantee a rich creamy texture. In Northern Ireland, Clandeboye is a well-known local stocked in major multiples as well as numerous independent stores and farmers markets. Clandeboye Yoghurt have been introduced to the Republic of Ireland in 2016, launching in all Aldi stores throughout the country with their core large pot offerings of greek and natural yoghurt.
Marketing Lecturer, Dr Christina O’Connor commented “The work between Maynooth Marketing Students and Clandeboye has taken place at an important time in the growth of Clandeboye’s business. The students provided researched and creative insight into how to build brand awareness of the Clandeboye Yoghurt in the new market- Republic of Ireland, whilst also trying to maintain Clandeboye’s success in their current market- Northern Ireland”.
Clandeboye Estate Manager, John Witchell who was engaged with the students and attended the final presentations of the Integrated Marketing Communications Plan for Clandeboye commented, “Thank you very much for including Clandeboye Yoghurt as a project for your students. I thoroughly enjoyed receiving their reports and thought that all of Marketing students thoughts and ideas showed great insight and we look forward to turning these ideas into actions” (Estate Manager John Witchell, Clandeboye Estate)
Photograph below: Second Year BBS Marketing Students with John Witchell, Estate Manager of Clandeboye Esttae, Bangor, Co. Down at the Integrated Marketing Communication Presentations which took place on Thursday 21st April 2016.
