Sergey Kuznetsov worked as Marketing Director for "Polymedia" LLC from 2012 to 2014. During this time, he accomplished several key objectives: 1. He successfully launched the new Promethean brand in the educational market through large conferences, roadshows, and teacher events, increasing sales by 30% and gaining a 14% market share. 2. He restructured the Marketing Department, improving its image from 35% to 75% and clarifying roles and responsibilities. 3. He dramatically reduced company stock levels through dealer incentives and special consumer promotions. 4. He redesigned the teacher community website, growing active members from 10,000 to 18,000 teachers.

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

2. “Polymedia” LLC
One of the top 5 IT Integrators of the Russia and CIS (more than 500 employees, 100 of which are R&D and
programmers), supplies educational goods, complex solutions for the meeting rooms for corporate and
governmental segments, developing own products (FlipBox), and software solutions (Polywall)
Position: Marketing Direktor (15 people in direct subordination)
Period: Aug ’12 – Jul 14
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 2

3. Key targets for the company :
1. Launch of the new brand to the market (instead of the brand SMART, which was sold
for more than 13 years in the educational segment)
2. Inefficient work of the Marketing Department – restructurisation is necessary
3. Stock problems (both in warehouse and in partner channel)
4. New business development
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 3

4. Launch of the PROMETHEAN brand 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 (teachers, shools and ministry levels)
• To initiate the dealer network to work with new brand (dealer network was ~ 600+ dealers)
• Change the positioning that Polymedia = SMART (which was built during 13 years from 1999)
• To have a market share with the new brand = 15%
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 4

5. Launch of the PROMETHEAN brand to the educational market
1. Dealer conference
- More than 120 companies
participated (biggest dealers)
- More than 170 participants
- 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:
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 5

6. Launch of the PROMETHEAN brand to the educational market
2. Roadshow
- 10 biggest Russian cities
- More than 200 participants in each (teachers,
school directors, IT ministry, etc)
- New product line-up introdcution
- Special support program for the education and
teachers (EdCommunity,Training academy)
- Announcement of the special actions and activities
for the teachers
Actions:
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 6

7. Launch of the PROMETHEAN brand to the educational market
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:
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 7

8. 4. Whole-Russia contest for the best
teacher of the year
- More than 380 participants
- More than 5000 daily visitors (voting
was active during 14 days)
- Two winners
- EdCommmunity base improvement
+20% of teachers
- Total coverage – more than 50K unique
visitors fromTarget audience
Action:
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM)
Launch of the PROMETHEAN brand to the educational market
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9. Results:
• More than 14 000 interactive boards sold (30% growthYOY), EdCommunity base have been
increased by 50%
• At the point of July 2014 – more than 700 active dealers (20% are totally new)
• New positioning – Polymedia is the key solution provider (brands are less important, while the
Polymedia will deliver the best quality products and services)
• Promethean market share – 14%
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM)
Launch of the PROMETHEAN brand to the educational market
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10. Stock reduction
Action:
• Special action 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 the 2Q 2013 – stocks have been reduced by
80%.
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 10

11. 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:
• Up to 2014 Q2 – the amount of teachers have
increased from 10 000 to до 17 000.Active
teachers have been increased by 150%
Teacher community development
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 11

12. Action:
• Market and competitor analysis for the new
business directions and possibilities
Results:
• Have been signed the contract with PASCO
brand (USA), brand have been successfully
launched in 2013 in Russia
• Have been signed the contracts with Apple
Education, LEGO Education, Intel Education
• Have been developed and launched the
educationalTablet PC (PolyPad)
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM)
New business development
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13. Key Results:
1. Have been launched 2 new brands (Promethean, PASCO), market share – 14% Promethean, Pasco have not
been measured,Turnover share – 25% and 5% 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. According to the 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
tough negotiation with the partners (additional discounts, etc), 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, active teacher base
have been increased by 8K teachers (from 10K to 18K, the amount of active teachers and engagement have
been increased by 150%)
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 13