Zsolt Szépvölgyi - marketing strategy portfolio: Examples from my strategy work and resulting campaigns.

1. MARKETING & COMMUNICATION STRATEGY PORTFOLIO
V 1.3

2. Curriculum Vitae
International
advertising
agency Strategy
and Managing
Director
Camay, Blend-a-
med brand
management,
school
programmes
Local creative
agency
Client Service
Director
Brand
management
agency
Business Director
Heineken, Amstel
beer brand group
Head of
Marketing
Coffee portfolio
Brand Group
Manager
Regional
marketing
business
development
director
Procter
& Gamble
Douwe
Egberts
Amstel
Heineken
BBDO Laboratory
Ideas
Friesland
SKY
Group

3. Some of my Brand Positioning and
Strategy Work

4. Heineken
• Heineken introduction in Hungary
• Business Plan: production, sales, marketing
• Consumer researches: brand image, price elasticity
• Brand positioning
• 360 degree brand communication
• Advertising campaigns, promotions
• UEFA Champions League sponsorship

5. Raiffeisen Bank
• Brand positioning: Trust, honesty, straight talk
• Concept development: „Simply, briefly about banking”
• Advertising campaigns: „Let’s have a talk”
• RTL mini TV programme: „Professor Brief”
• Mini series educating and popularizing banking
and finance culture, sponsored by
Raiffeisen Bank

6. Douwe Egberts coffes
• Building up the coffee product portfolio: Omnia, Karaván,
Pilvax, Paloma
• Market and consumer researches: coffee drinking habits,
brand mapping
• Brand positioning
• Communication strategy, ad campaigns
• Event marketing: Omnia’s 25th anniversary

7. Unicum
• Brand positioning:
• Brand modernization,
addressing new target audience
• Brand values: from static
Stability => Development,
success
• Communication platform:
„Your way – your success”

8. Amstel Beer
• Developing Amstel to a national premium brand
• Building up nationwide wholesale network and
distribution: in retail and horeca
• Establishing the premium beer market in Hungary:
Brand Premiumization
• Brand Portfolio build-up: Lager, Pils, Bock
• Communication strategy:
• Advertising campaigns: „the 3 friends”
• Sponsorship: Local music with Charlie, Cserháti Zsuzsa,
Amstel Concerts TV Shows

9. Main Clients
• Unilever, Henkel, Sara Lee, Procter & Gamble
• Tesco, Burger King, Gundel
• Volvo, Mercedes-Benz, Chrysler-Jeep-Dodge
• UPC, HBO, Viasat, Samsung, Gillette, Duracell
• Raiffeisen Bank, Budapest Bank
• Dr. Oetker, Friesland (Milli, Pöttyös), Douwe Egberts, Pickwick
• Heineken, Pepsi, Lay’s, Snickers, Whiskas, Wrigley’s
• IKEA, Hungexpo
• Bayer, Trilak

10. Ad Block
FROM MY COMMUNICATION STRATEGY PLANNING WORK…

11. A cocktail with painfully strong
taste

12. Original Caucasian Kefir The secret of long
life

13. A very female TV series

14. Silky coffee taste with full power

15. 10% counts a lot

16. Snickers Big One
Disturbingly long
dupla óriásplakát: „Zavaróan hosszú!”
női WC plakát:„A fiúk hazudnak.Ez 17 cm.”
férfi WC plakát:„Minek nézed, ha nem bírod a stresszt? 17 cm.”

17. A lethally funny TV series

18. Bye-
„Viszlát 24 órás fokhagymaszag” „Viszlát getuppa”

19. Films