Projects and main acheievements during my work in De'Longhi Company Russia

1. Project portfolio
Kuznetsov Sergey | skuzn2k@gmail.com

2. De’Longhi
Italian company, SDA producer
Role: Brand-manager
Period: Jan ‘08- Jun ‘11
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 2

3. KeyTargets for the Company
1. Market share improvement (was 3rd in Coffee-machines , and 2nd in Coffe-makers)
2. Marginality improvement (target EBITDA = 25%)
3. New products / line-ups - products launch
4. To improve the stock situation (both in trade and internally)
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 3

4. Launch of the premium coffee-machines Intensa
1. ATL:
 TV – wide campaign (TRP = 1200 per 3 weeks, 4 federal channels);
 Online – Banner Ads onTop business & lifestyle web sites
 Outdoor – Huge banner 15x6 at “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-storeTVs)
3. КО-ОП:
 Cooperation programs and incentives with major retail chains (Online: search engine, context, banner ADS;Trade : motivation
if the trade personal, directors of the shops; POSM).
Result:
 Listing in all federal chains (more than 3 SKU per shop)
 AchievedTOP 5 coffee-machines in GfK HitList (based on the quarter results)
 Improved the market share (become №1 in Russia)
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 4

5. Landing page
Banner ADs
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM)
Launch of the premium, first compact coffee-machines on
the market
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6. Roll-up at the entrance to the shops
Brand-zones
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM)
Launch of the premium coffee-machines Intensa
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7. Visual domination on the shelves
Ads on the in-storeTVs
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM)
Launch of the premium coffee-machines Intensa
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8. Project “Consultants”
Aim:
- To improve the stock rotation in the stores, to increase turnover of De’Longhi brand
share
Activity
 Launch of the consultants project – over 200 people in the 12 biggest Russian cities,
best shops of federal and regional chains.
Results:
 Average price per unit improved by 35%, turnover have improved by 50-300%
depending on the shop
 Overall stock situation has dramatically improved in federal chains (Mvideo,
Eldorado mainly), which led to the additional sell-in
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 8

9. Project “Coffee-zones”
Aim:
To improve brand awareness, to create strong emotional link with the culture of
coffee-drinking in Italy and De’Longhi brand
Action:
 Special coffee-zones have been developed and created in the top stores of
Mediamarkt, Mvideo and Eldorado
 Design of the coffee-zones are made in the style of Italian Cafe’s, using the
corporate guidelines and De’Longhi logotype
Result:
 Turnover of coffee-machine segment have been increased in avg by 20-25% per
shop
 Full product line-up listings in the chosen best shops (3-7 additional SKU per shop)
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 9

10. Project “Coffee-zones”
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 10

11. 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 (GfK Data)
2. EBITDA has increased by 4,5%, and reached 24,5%
3. Successful launch of the new product line-up to the market (all products have been in
top 15 GfK Hit List)
4. Stocks 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
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 11