2. Brief Summary
> Being initially oriented towards micro- and small
business segment, PUPRO STUFF had faced that
goods are being bought predominately for private needs
> Absence of ordered image communication led to blurred
perception (in terms of positioning) among all TA groups

3. 2011 Communication Objectives
> Deploy 360º campaign to:
» Get TA perception adjusted in line with brand positioning in terms
of pricing, quality, freshness, service etc.
» Build perception of PUPRO
as best, most efficient &
all-in-one place for buying
goods both for SMB and
private customers
» Become a leading choice during the key seasons

4. 2011 Communication Objectives
> Reinforce loyalty & involve web audience:
» Launch social media activities
» Run loyalty programs both for business and private customers
> Lay down foundations for:
» Becoming a strategic partner for business customers &
entrepreneurs – not just a supplier!
» Upcoming online shopping platform

5. Communication Platform
Based on PUPRO Brand Model
• Best wholesale prices
• Product: Quality, reliability, UF
Rational • Widest & smart assortment (all-in-one, novelties, wo out-of-stocks)
• Convenience (parking, open hours etc.)
benefits • Buying process efficiency (layout, staff availability, no out-of-stocks etc.)
• Relevant promotions
• Price monitoring, market monitoring (being trendy and innovative)
• Constant qualityfreshness supervision; reliability checking
RTB • PUPRO expertise (supply chain, staff competence)
• Wholesale (one of the reasons for low prices)
• Advisory staff & service
Emotional • Always in line with my needs (for every TA segment)  Perfect for my
private and business needs
benefits • Always has something to surprise me

6. Communication Platform
Based on PUPRO UA Brand Model
• Bigger, better, cheaper
Communication • Only shopping. Nothing else
proposition • Professional shopping in terms of rational & emotional benefits
(see previous slide)
Claim PUPRO: Your Professional Partner

7. TA
Traders HoReCa Integrated
mostly kiosk owners,
small store owners
w/emphasis on offices
(50 sq.m.), gas stations
non-network cafes
all over STUFF
Complementary Demand
Common decision drivers are prioritized for each segment

8. Customer Insights – SMB
• I expect goods that are needed for my business to be always available
• I must be confident of the prices (I cannot always check item prices / always cheaper / no overpricing)
• I can‟t afford much time for purchasing
HORECA TRADERS
• Products quality and freshness must be undoubted (never • I buy products that I will easily sell / my customers
expired or outdated goods) would willingly buy
• The wider and more relevant the assortment is, the less time • The less suppliers I have the better
I spend doing shopping and the better is my offer to visitors • I wouldn‟t mind useful advice and solutions on how to
• I expect that goods totally comply with quality standards do my business more efficiently
• Of course I take notice of useful novelties • Of course I‟d appreciate personal service

9. Customer Insights – Private
> What I expect is quality / fresh products at reasonable/lower prices
> Having wide choice is anyway good (provided high quality)
> I expect goods I need to be always available
> Prowling for the goods around the city is a terrible time waste (yet, it hardly helps to save my money)
> I hate standing in long queues

10. Challenge
> Develop a true, unique and strongly differentiating
image campaign, relevant to all TA segments

11. Areas to explore*
> PUPRO is still the best choice for customers in regards
to variety of attributes: assortment, service, private
labels, cash desk efficiency etc.
> PUPRO customers are more receptive to advertising
> 45% of PUPRO customers are buying home appliances
in PUPRO while shopping
*Please refer to Addendum 1 for MMI data

12. Creative Approach Derivation
Private Business
customer customer
needs needs
Business + Private
customer needs
Communication
in the key of ‘Best for two worlds’

13. Creative Approach Derivation
> PUPRO is best for two worlds. Therefore, there must be
no confusion in messaging perception, regardless of
customer motivation and needs
> Specific business-oriented communication should be
retained within appropriate channels: DM (digital,
telecom, f2f etc.), PUPRO Post „professional‟
sections etc.
» Still, our basic brand messaging must be fully applicable for
business audience and relevant to their motivation and needs

14. Communication tactics
> Customers purchase in PUPRO not only for business needs, but
more for private
> There are real regular people behind businesses/cards
> B2C communication approach in terms of messaging and
executions keeping rather business tone of voice for “what” and
consumer language transferred messages for “who”
> ATL communication channels to reach TA

15. Communication Mix
Occasional Shopping Regular
Awareness (Re)consideration / Favourability Shopping Loyalty
Primary channels: TV, OOH, Radio, Web
Delivering Brand positioning and activating the sales
Supportive channels:
PUPRO Post, Field force, Promotions etc.
Customer relations:
Social Media, DM, CRM

16. Creative concepts

17. Everything‟s Up to the Matter/Business
Concept 1

18. Creative idea
We choose goods/articles which suit best to customers‟
professional and private needs – in terms of assortment
and price. We follow trends and bring innovative solutions
to our customers. Here, in PUPRO, we are professionals in
what we do and we offer real professional shopping, which
is entirely up to the point.
PUPRO – up to the matter/business.