The document provides an overview of branding and marketing services offered by a company in Kiev, Ukraine in 2014. It describes complex and lite versions of branding that include market research, brand positioning, visual identity development, testing and management. Case studies are presented showing experience developing brands for various industries. Contact information is also included.

1. Package of branding
services
Kiev 2014

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Portfolio. Clients
и др.

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