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Package of branding 
services 
Kiev 2014
What we offer 
Branding and rebranding 
Development of visual line (logo, sign, packaging, etc.) and its update 
Naming an...
Branding products 
Branding - complex version: 
- The study of the market environment of the future brand, benchmarking; 
...
Management of a portfolio 
of brands 
Objective: To create a system of decision-making about the optimal management 
of a ...
Our Experience 
Analytics, concept, consulting: 
Study of the fast food industry, its consumers, testing concepts - 2003- ...
Publications 
The market development during 50 years 
http://33vs33.livejournal.com/56342.html 
Branding of Construction C...
Case 1: Create a brand on the market 
of dry building mixes 
Client 
Manufacturer of building materials of wide range. 
Pu...
Case 2: Creating the concept of 
cottage township 
Client 
Real estate development company 
Nuances and complexity of the ...
Case 3. Strategies for business. 
(marketing communications, loyalty) 
Client: real estate development company and its uti...
Case 3. Strategies for business. 
(marketing communications, loyalty) 
2.3. Strengthening the customer loyalty to the comp...
Case 3. Strategies for business. 
(marketing communications, loyalty) 
The structure of the final strategy: 
Block A. The ...
Case 3. Strategies for business. 
(marketing communications, loyalty) 
The structure of the final strategy: 
Block B. Comm...
Case 3. Strategies for business. 
(marketing communications, loyalty) 
4. Contact point (where and why precisely there con...
Portfolio. Clients 
и др.
Contacts. 
КPD 100 
Victoria Pasechnik 
13, Solomenskaya str., Kiev, 03049, 
Ukraine 
Tel./fax :+ 38 044 520-18-58 
+ 38 0...
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Branding eng

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Branding eng

  1. 1. Package of branding services Kiev 2014
  2. 2. What we offer Branding and rebranding Development of visual line (logo, sign, packaging, etc.) and its update Naming and renaming Management of a portfolio of brands
  3. 3. Branding products Branding - complex version: - The study of the market environment of the future brand, benchmarking; - Development of the concept of brand positioning and marketing strategies; - Development of brand communications (including naming, imaging, brand-book); - Re-branding; - Testing of the brand; - Assessment and preparation of the brand for sale; - Audit of the brand; - Advertising and PR-support of the brand, etc. Branding - the lite version: - Names; - Visual line; - Testing among the target audience.
  4. 4. Management of a portfolio of brands Objective: To create a system of decision-making about the optimal management of a portfolio of brands Directions: Maximum reasoned coverage of price categories Increasing the market share of brands in higher price category Outbranding (reducing the competition within the category) Composition of competitors charts (correct positioning of the brand in comparison to competitors)
  5. 5. Our Experience Analytics, concept, consulting: Study of the fast food industry, its consumers, testing concepts - 2003- 2006. Research and testing the concepts of cottage townships - 2005, 2010-2011. A comprehensive study and correction of the concept before opening a furniture mall - 2004, 2009. Research and development of positioning the brand of dry building mixes. Developing creative concepts:
  6. 6. Publications The market development during 50 years http://33vs33.livejournal.com/56342.html Branding of Construction Companies http://33vs33.livejournal.com/56312.html City-brand http://baumarketing.com.ua/ru/news/gorod-brend “Re-facing” http://blog.liga.net/user/vpasechnik/article/2780.aspx Villa Elena and Hercules: The tongues together http://blog.liga.net/user/vpasechnik/article/11876.aspx
  7. 7. Case 1: Create a brand on the market of dry building mixes Client Manufacturer of building materials of wide range. Purpose To create a platform for positioning the brand of dry building mixes, a special factory for the production of which was built. Nuances and complexity of the project There was a serious number of competitors at the time of the launch on the market, one of whom had a strong leadership position, close to a monopoly . What has been done A pool of researches was carried out: desk review, study of large corporate clients, small B2B business and individuals. The methodology used in creating the positioning Identifying gaps (empty niches) and imbedding a new brand to the blank places. Results: As of today the brand is in the TOP10 in terms of brand awereness and consumption. Distribution in B2C segment has expanded. The ground is being prepared for the construction of a new production factory.
  8. 8. Case 2: Creating the concept of cottage township Client Real estate development company Nuances and complexity of the project The concept was developed during a tough phase of the crisis in real estate market (2009-2010), when the market of cottage real estate was somnambular. Therefore, a specific aspect of this project was the fact that the concept has been developed for a specific buyers, ie after the formation of a pool of customers, and not vice versa, as it had happened in the period of active growth of the market. What has been done 1.A study of current concepts and the actual state of sales in the market of cottage real estate of Kiev region was conducted. 2. A pool of buyers with certain socio-demographic characteristics was assembled. 3. A series of focus groups and personal interviews with them were carried out. 4. The concept of cottage township was developed. The methodology used in creating the positioning Social planning in a club format.
  9. 9. Case 3. Strategies for business. (marketing communications, loyalty) Client: real estate development company and its utility service division which maintains company’s facilities Tasks that needed to be resolved within the development of the strategy: 1. To develop new and to adapt elements of the existing program (at group level) for customer service and client service. 1.2. Information support of a new program for customer service and customer loyalty. 2. Strengthening the image of the company. 2.1. Forming the public image of the company to meet the challenges of information security from the administrative pressure, crisis situations, etc. 2.2. Strengthening the company's image in wide circles as the background for all business activities.
  10. 10. Case 3. Strategies for business. (marketing communications, loyalty) 2.3. Strengthening the customer loyalty to the company among existing customers with the objectives: 2.3.1. Increasing loyalty to the company, reducing the level of conflict, the higher rating of the quality of its work, loyalty to the company's services’ prices. 2.3.2. Stimulation of the company’s recommendations to third parties in the clients’ social circle. 2.3.3. Targeted work with a narrow range of dissatisfied customers (to reduce the impact of their informational activity to a wide audience of actual and potential customers). 3. Supporting the process of attracting new customers to the company.
  11. 11. Case 3. Strategies for business. (marketing communications, loyalty) The structure of the final strategy: Block A. The program of customer service and loyalty program. 1. The analysis of the current level of customer satisfaction with company's work (maintenance of existing facilities), the identification of key factors of loyalty. 2. Training programs and working with the company’s staff within the framework of increasing the level of service: 2.1. The program of launching the call center and "hot line" in social networks. 2.1. Updating models and work schedules of service divisions, the creation of the communication cards for contact between clients and staff. 3.1. Discount-bonus cross-loyalty program for services of the managing company. 4. Technology platform for the organization of on-line ordering and payment for services of the managing company. 5. Activities on information support of loyalty programs, their plan and budget.
  12. 12. Case 3. Strategies for business. (marketing communications, loyalty) The structure of the final strategy: Block B. Communication part. 1. Key characteristics of the company’s brand perception (the current and the desired position). 1.1. Brief brand platform. 1.2. Positioning. The company's values. 1.3. Substantiation of a brand platform’s choice. 1.4. Points of differentiation (how the Company and its communication are different from other players in the market). 2. Recommendations on updating the brand attributes (corporate identity, etc.). 3. Key themes and messages within the information flows, their preliminary dynamics through time.
  13. 13. Case 3. Strategies for business. (marketing communications, loyalty) 4. Contact point (where and why precisely there consumers will interact with the information from the company). 5. Communication strategy: channels of communication, work tools. 6. Possible force majeure and risks. The general scheme of strategy adjustment in the event of their occurrence. 7. Plan and estimated budget of communication activity for half a year. 8. Methods of measuring and evaluating the effectiveness of implementation of the strategy. Project Features - the optimal solution of performance targets, taking into account the customer's current limitations, namely:  a relatively small budget for the implementation of the strategy,  the company’s difficult situation in the market and in consumers' perception, complicated relationship system within the group of companies,  necessity of strategy’s correlation with the overall strategy of the group of companies,  tight work schedule,  request to find outstanding creative solution, but without the epatage.
  14. 14. Portfolio. Clients и др.
  15. 15. Contacts. КPD 100 Victoria Pasechnik 13, Solomenskaya str., Kiev, 03049, Ukraine Tel./fax :+ 38 044 520-18-58 + 38 044 248-07-11 + 38 044 332-48-44 + 38 044 561-42-31 + 38 067 401-42-31 vip@kpd100.com.ua www.kpd100.com.ua www.baumarketing.com.ua www.bautrading.ua Myata. New communications. Tatyana Korobova 6-a, Geroev Stalingrada av., Kiev, Ukraine Tel.: +3067 442 22 77 tat19771@yandex.ru www.newmint.com.ua

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