Page 25 - Tyrrells CS

The Route Abroad

In 2012 nearly 30% of Tyrrells’ sales come from outside of
the UK. Within two years this was expected to rise to 50%.

Part of the reason for this lay with the exchange rate which

benefited the company.

However, good prep- work underpinned the market

penetration strategy for this expansion. He recognized that

countries are not unified single markets and consequently
the route to market had to be well researched and planned.

Moreover, his was not a shotgun approach where all the

company’s products were introduced rather, the core
product, ‘chips’ were introduced supported by a strong

communication plan to ensure the consumers understood

the brand proposition.

Finally, Milner ensured that the strategy remained

consistent globally negating any brand confusion across or

between markets. In essence, he focused on a single brand
truth, and kept telling that story across the globe.