Project Portfolio 2009-2014- Kuznetsov Sergey

Project portfolio
Kuznetsov Sergey | skuzn2k@gmail.com|+7(964)705-12-76

De’Longhi
Italian company, producer of SDA/Climate goods
Role: Brand-manager
Period:Jan‘08-Jun‘11

Key Targets for the Company
1.Market share improvement (was in Coffee-machines №3, in Coffe-makers №2)
2.Marginality improvement (EBITDA = 25%)
3.Launch of the new products / line-ups of the products
4.To improve the stock issue (both in retail channel and in the warehouse of the company)
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM)

Launch of the premium coffee-machines Intensa
1.ATL:
TV–wide campaign (TRP = 1200 per3 weeks, 4 federal channels);
Online–Banner Ads on Top business & lifestyle web sites
Outdoor–Huge banner 15x6at “Gorbushka” site (one of the biggest electronics stores in Moscow)
2.BTL:
Wide activity in the shops, covering the best shops across the Russia (brand-zones, islands on the entrances, decorated alarm- covers, ads on the in-store TVs)
3.COOP:
Cooperative campaigns with federal retail & regional chains (online: context, banner ads; additional motivation of trdaepersonnel, POSM, roll-ups and banners in the stores)
Result:
Listing in all federal chains (more than 3 SKU per shop)
Achieved TOP 5 coffee-machines in GfKHitList(based on the quarter results)
Improved the market share (become №1in Russia)

Landing page
Banner ADs

Roll-up at the entrance to the shops
Brand-zones

Visual domination on the shelves
Ads on the in-store TVs

Project“Consultants”
Aim:
-To improve the stock rotation in the stores, to increase turnover of De’Longhibrand
Activity
Launch of the consultants project –200 people in 12 biggest Russian cities, best shops of federal and regional chains.
Results:
Average price per unit improved, turnover have been improved by 50-300% (depending on the shop)
Overall stock issue has been drammaticallyimproved in federal chains (Mvideo, Eldorado mainly)

Project “Coffee-zones”
Aim:
To improve brand awareness, to create strong emotional link with the culture of coffee-drinking in Italy
Action:
Special coffee-zones have been created in the top stores of Mediamarkt, Mvideoand Eldorado
Design of the coffee-zones are made in the style of Italian Cafe’s, using the corporate colors and De’Longhilogotype
Result:
Turnover of coffee-machine segment have been increased in avgby 20-25% per shop
Full product line-up listing in the chosen best shops (3-7 additional SKU per shop)

Project“Coffee-zones”

Key results as up to June 2011:
1.Become market leaders (number 1) in Coffee-machine and coffee-makers categories (33% in Coffee-machines, 42% in Coffee-makers (GfKData)
2.EBITDA –24,5%
3.Successful launch of the new product line-up to the market (all products have been in top 15 GfKHit List)
4.Stock issue have been dramatically improved (especially with the slow-moving, and most expensive goods) due to the consultant project and due to the line-up optimization and revitalization

LG Electronics
Korean company-producer of MDA and Consumer electronics
Position: Head of Product Marketing Managers
Period: June‘11-Aug‘12

Key targets for the company:
1.To reduce the Market share difference with the main competitor (Samsing) from 14%
2.New TV line-up launch
3.Improvement of product mix in retail

Have been created and approved the annual marketing plan for 2012:
Including:
-3 waves of campaigns(TV,press, Internet)
-14 big events, activates
-Introduction of the new Cinema3D Smart TV line-up
-Consultants project more than 700 ppl
-Demo-zones, brand-zones in the biggest shops across the Russia
Marketing budget–1 BlnRub for TV category
Actions:

1. Consultants Project
Actions:
-More than 700 pplin key shops around the Russia
-Have been re-introduced online educational platform –with the social, gamification and assessment tool(www.lg-master.ru) –in cooperation with LG Training Academy
-Have been re-introduced the training for the sales people – together with LG Training Academy
2. Results:
-Clear tool for assessment of the promoter army, with clear
-Unique platform, which is used not only by the LG personnel, but by the retail sales managers (Eldorado, Mvideo), which helps to improve the product knowledge, additionally motivate for the sales (due to the gamification techniques and special prizes)

2. Cinema3D BusProject
Actions:
Aim:To popularize the LG Cinema3D technology / educate consumers / show new 2012 top model
Action:
ATLpart:
March-May–viral campaign through Social media and YouTube
http://www.youtube.com/user/LGRUSSIA/Cinema3D-
BTLpart:
Special bus with integrated 3D TV/ Home theater have been used
Wave1: Moscow-St.Pet(40 winners)
Wave2: 9 cities(fromMoscowtoSochi) around1000 km–in collaboration with“Train of innovations”–projectof PR department
Wave3: 7 biggest summer events in 7 biggest cities(VelikieLuki–show of baloons, White nights in St. Pet,Kabana event in Kuban, etc)

Results:
ATL part:325K visitors, 792Kviews, 299K unique visitors
BTL part:
•1wave:98visitors of the bus+ social and viral effect(around300Kviews)
•2 wave:more than3000 visitors of the Bus+ PReffect (more than 30 publications).Report: www.nomobile.ru/texts/159243.html
•3 wave:more than5000 visitors + PRand social effect
Project was nominated as a best in PR/Marketing activity in theLG Electronicsworldwide

Actions:
3. ProjectCinema3D Cinema Activation (in Moscow cinemas)
Aim:
-Createa strongcorrelationbetween3D viewingexperienceincinemasthroughLG Cinema3D Brandcorners, bycleardemonstrationandcommunicationofLG Cinema3D technicaladvantagesandconsumersbenefits
-Bringa strongmessage, thatwithLG Cinema3D onecanhavethesame(asinMovieTheater) experienceathome
Action:
-10 best cinemas in Moscow
-Special interactive brand-zones in the entrance halls
-Branded halls, popcorn buckets, gifts, construction on foyer
-Special deals for the purchase(Mediamarkt, MVideo)

Results:
-More than 76K unique visits to the stand
-Total traffic –622K
-Sales in the shops have been increased by 20- 35% during the period of the activity (in the shops, located at the same mall as Cinema Theater) + 1 month
-PR-effect–more than50 publications
3. ProjectCinema3D Cinema Activation (in Moscow cinemas)
Video report:
http://www.nomobile.ru/media/163116.html

4. Project Sport-bars in 3D
Aim:
•Createa strongcorrelationbetweenSports viewing / live game and 3D viewingexperiencethroughLG Cinema3Dproducts
Action:
-Best sport-bars in Moscow and regions
-7 sport-bars in Moscow, 5 in regions
-Full branding, advertising material (POSM, ads on TV), live commentators, every brake -LGCinema3D advantages description

Results:
-More than10K unique visitors
-Social and viral effect: more than 3500 pictures,reviews,comments
-PR-effect:more than35 publications
4. Project Sport-bars in 3D

Key results:
1.Decreased the market share difference to 2%, become a strongest number 2 player on the market
2.Successful launch of the new product line-up (listings in all federal chains, share of premium segment –25%)
3.Improvement of the stock & overall sales results in the chains (consultant program have been increased the coverage by 30% in Mvideo)
4.All projects, which was initiated was nominated as the best in LG Electronics globally, several was chosen as the best (Cinema 3D Bus, Cinema Activation)

“Polymedia” LLC
One of the top 5 IT Integrators of the Russia and CIS (more than 500 employees)
Position: Head of Marketing(15 people in direct subordination)
Period: Aug’12–Jul14

Key targets for the company :
1.Launch of the new brand to the market (instead of the brand SMART, which was launched and developed by Polymedia company for more than 13 years
2.Inefficient work of the Marketing Department –restructure is necessary
3.Stock issues (both in warehouse and in partner channel)
4.New business development

Launch of the PROMETHEANbrand to the educational market(as a competitor to the SMART, which was sold for 13 years)
Sub-tasks:
•To drive the market preferences from one brand to another (0teachers, schools, governmental and ministry levels)
•To initiate the dealer networkto work with new brand (dealer network was ~ 600+ dealers)
•Change the positioning Polymedia = SMART (which was built during 13 years from 1999)
•To have a market share with the new brand =15%

Launch of the PROMETHEANbrand to the educational market
1. Dealer conference
-More than120companies participated(biggest dealers)
-More than170participants
-New line-up introduction, practice sessions
-Demo-equipment program initiation (special discounts)
-Special support program, including the education of the sales and technical personnel of the dealer network
Actions:

2. Roadshow
-10 biggest Russian cities
-More than200participants in each(teachers, school directors, IT ministry, etc)
-New product line-up introduction
-Special support program for the education and teachers(EdCommunity, Training academy)
-Announcement of the special actions and activities for the teachers
Actions:

3. Teacher conference in Suzdal
-More than 280 participants offline + 500 online(teachers–opinion-leaders, directors of the most advanced schools, ministry representatives , etc)
-Polymedia line-up demonstration,
-Practical sessions (with the best in- class teachers-innovators)
-Special support program for the education(EdCommunity, Training academy)
Actions:

4. Whole-Russia contest for the best teacher of the year
-More than 380 participants
-More than5000 daily visitors(voting was active during14 days)
-Two winners
-EdCommmunitybase improvement +20% of teachers
-Total coverage –more than50Kunique visitors from Target audience
Action:

Results:
•More than 25000 interactive boards sold, EdCommunity base have been increased by50%
•At the point of July 2014 –more than 700 active dealers (20% are totally new)
•New positioning –Polymedia as a best solution provider (brands are less important, while the Polymedia will deliver the best quality products and services)
•Promethean market share –14%

Stock reduction
Action:
•Special actions aimed at the dealers and end- consumers
•Additional bonus for the dealers for the set purchase (most selling goods + slow moving product)
•Special conditions for the purchase of stocked goods
Results:
•Till the2Q2013 –stocks have been reduced by 80%.

Action:
Teacher community web-site was totally redesigned:
-Design,
-Additional involvement of the community due to the introduction of the social elements
-Gamification techniques
-Special awards for the active community life
-Quarterly activities
Results:
•Upto 2014 Q2–the amount of teachers have increased from10 000 toдо 17000. Active teachers have been increased by150%
Teacher community development

Action:
•Market and competitor analysis for the new business directions and possibilities
Results:
•Have been signed the contract with PASCO brand, brand have been successfully launched in 2013 in Russia
•Have been signed the contract with Apple Education, LEGO Education, Intel Education
•Have been developed and launched the educational Tablet PC (PolyPad)
New business development

Key Results:
1.Have been launched 2 new brands (Promethean, PASCO), market share–14%Promethean, Pasco have not been measured, Turnover share –25% and5% accordingly
2.Have been created the Marketing Department almost from scratch (have been fired 5 out of 12 people, hired 6), with clear KPI, targets and motivation. Accoringthe internal research the marketing department image have been increased from 35% to 75% .
3.Average profitability by product categories have been increased by 15-50% (deepening on the products, due to the negotiation with the partners, revitalization of the product portfolio)
4.Stock have been dramatically improved (current stocks = 2 month)
5.New business have been launched and found: PASCO Scientific, Apple Education, Lego Education, Intel Education(contracts have been signed, products have been launched), educational tablet PC have been developed PolyPad
6.Have been developed and introduced the new teacher community web-site EdCommunity, base have been improved by 8K teachers (from 10Kto18K, the amount of active teachers and engagement have been increased by 150%)

Project Portfolio 2009-2014- Kuznetsov Sergey

Recommended

Recommended

More Related Content

Similar to Project Portfolio 2009-2014- Kuznetsov Sergey

Similar to Project Portfolio 2009-2014- Kuznetsov Sergey (20)

Recently uploaded

Recently uploaded (20)

Project Portfolio 2009-2014- Kuznetsov Sergey