8. Kastamonu.9
Анализ бренда, разработка позиционирования бренда
для российского рынка, нейминг, дизайн упаковки (напольный ламинат). 9
Competitors versus Kastamonu
Family and Home
Leadership and Innovation
Design
Technology and Quality
Nature and Ecology
Egger
Pergo
Balterio
Tarkett
Tarkett
Action
Massive communication
campaign
Unique communication
concept
To sell lifestyle,
not a product
Summary
Target
Number one in the
Russian market
To conquer ! of the
Russian market
To enhance change
of laminate
Status Quo
New player in
the Russian market
Product launch very
soon
In Russia people
change laminate only
once in 8 to 10 years