2. * Moscow is a place of super active event life, strong “going-out” culture and party habits.
So, event-management is becoming a very important part of brand’s promotion:
participation in different presentations, grand openings, festivals, etc. as well as
organizing brand’s own exclusive events is an effective tool for audience growth.
* Russia is one of the world’s leading markets in the social media usage (Facebook,
Instagram), so activities in social media and collaborations with trendy bloggers are very
helpful in promo campaigns.
* Moscow audience is eager for trends created by media and discussed in press, so
presence in the media is highly important for a brand.
Positioning in Moscow market: key features
Moscow is a high-competitive market where commercial success of the brand is
strongly determined by the level of its recognition in the social sphere. That’s
why FMCG brands here are especially active with their advertising, promotion
and PR activities.
! The brand can succeed only with the proper intensive PR campaign
! Only complex PR approach including strong event-management is the key to
the effective presence in the Moscow market.
3. Increase the level of recognition of
the brand in the media
Form the community of the brand in
social media
Participate in ratings and expert
estimates
Integrate the brand into high-leveled
lifestyle events
Integrate the products into Italian
restaurants and restaurants’ events
Casa Rinaldi is associated with
food of best quality, the new trend
Casa Rinaldi is recommended by
opinion makers in blogs:
Audience growth and loyalty
Casa Rinaldi is recommended by
food experts
Casa Rinaldi is a must-have on
every high-leveled event
Casa Rinaldi is a must-have in every
top Italian restaurant
Activities Results
Joint events with retailers, activities in
supermarkets and stuff training
! As the result of the whole sum of activities:
the brand equity and popularity & the sales growth.
! The ultimate goal is the creation of the trend that to be with Casa Rinalni is to enjoy
interesting, healthy and high-leveled lifestyle.
Casa Rinaldi is a must-have in every
store;
The loyalty of the stuff and the
customers of the stores
4. -Collaboration with media
-Integration into events
-Organization of brand’s own events
-Work with brand’s own media platforms and
social media
-PR of brand’s personalities
-Charity activities
-Marketing, Promo & PR in Stores
-Collaboration with cooking schools
5. -Forming of loyal journalists’ community
around the brand
-Establishing of long-term relationships
with media partners
-Initiation of interviews, photo shoots,
expert comments, TV and radio reports
-Organization of events for journalists
(degustation, master-classes, press-
conferences)
-Organization of press-tours for journalists
of key media resources
total city
food
6. - Sponsorship and partnership with other types of events:
lifestyle, sport, kids, family, eco, national, art events
(with promo campaign and branding at the event, as well
as wide media support).
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- Participation in professional FMCG events: forums,
exhibitions, food fairs, gastronomic industry
conferences, etc.
7. Organization of brand’s events is a great tool for strong news-making and
consolidation of high-interest community around the brand.
Events provide a good opportunity to see your brand’s audience face-to-face.
Possible events formats:
- meetings with bright personalities of culinary world
- master-classes with top chefs
- new products’ presentations and degustations
- holidays and special occasions celebrations
- Italy-related events (art exhibitions, mini-concerts, etc.)
8. The brand should be associated with its representatives who are high-end
professionals. Their opinion is valuable in the market and they are welcomed
at the business and lifestyle events.
Formats: professional expert comments in media, participation in business
events, culinary forums, conferences, exhibitions and fairs. Attendance of
lifestyle events for establishing partnership contacts. Judging at professional
competitions, ratings and reviews.
9. - Content management and promotion of
the renewed web site of the company,
сео-optimisation
- SMM (social media management)
content and promotion in FB, Instagram
- Activities with popular food bloggers
- Organization of quizes, games, contests
and other activities with mass media on
Total City Food platforms
http://totalcityfood.ru
10. Socially important and charity activities
are great for brand’s image in the eyes of
the audience.
Organization of charity activities, master-
classes, orphanage support, meetings
with veterans and physically challenged
people – as brand’s independent projects
or in collaboration with charity
foundations.
12. Cooking is a trend, especially in Moscow, so there are a lot of famous cooking
schools in here with their own events.
The clients, gests and members of
the schools are:
• pop-stars
• bloggers
• cooks
• journalists
• people who are nuts about
cooking and quality products
Our activities in cooking schools are:
Italian events
Branding
Competitions and prizes
Master-classes with a usage of Casa
Rinaldi’s products
Informing the members of the
cooking schools about Casa Rinaldi’s
products, news, events
Ну и здесь может быть какой-нить вывод…
