برنامه ریزی استراتژیک برند سانازسانیا (خلاصه)(اعداد تغییر داده شده است)

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8. Our Culture and core values

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11. Red is symbol of power and prestige. It is also associated
with heat. We refer to something that is really hot as "red
hot." Red is associated with energy, strength, power,
determination as well as passion, desire, and love.
Red brings text and images to the foreground. Use it as an
accent color to stimulate people to make quick decisions;
Red is energizing. It excites the emotions and motivates us
to take action. It signifies a pioneering spirit and leadership
qualities, promoting ambition and determination.
It is also strong-willed and can give confidence to those who
are shy or lacking in will power.
The color red can stimulate the appetite, often being used in
restaurants for this purpose. It also increases craving for
food and other stimuli. In Eastern cultures such as China red
is the color for good luck.
Positive Meanings in Business:
Action, Power, Energy, Speed,
Passion, Desire, Strength,
Courage, Attention-getting,
Motivating, Stimulating, Driven
and determined
Exciting, Warm, Spontaneous,
Assertive and confident

14. we are a fast company. We believe in doing thing much faster than our competitors, we think fast, act fast and react fast.
We are quick decision makers.
We wholeheartedly believe in our company; its goals and objectives are our mission, and we enthusiastically embrace
them and relentlessly pursue them. More importantly, we truly believe in each other, care, protect and support each
other.
Like a family, we are united by an unspoken pledge, bound by our convictions. We Value dedication, and are moved to
help each other and create value for our customers. We accept nothing less than loyalty in our ranks. We are true to
each other and to our cause.
We are Ambitious and aggressive, driven and determined, enthusiastic and energetic, we cultivate the opportunity to
compete. We love challenges, viewing them as an invitation to success. A true team, we work together to routinely please
our customers and consumers, surpass our record achievements, and drive our organization to greater success

15. We engages the passion and drive of the individual team members and motivates them from inner levels. our goals are
established in personal, team, and corporate vision and mission statements. Each individual and the team in our
company creates objectives to meet their goals and action plans that will give concrete steps to move them toward
our success .we create leaders not managers. Our leaders will always learn, They celebrate successes with their team,
They set stretch goals and achieve them, strive for excellence and set challenging goals, constantly seeking
improvement and exhibiting confidence that their group members can meet their high expectations
We wholeheartedly believe in our company; its goals and objectives are our mission, and we enthusiastically embrace
them and relentlessly pursue them. More importantly, we truly believe in each other, care, protect and support each
other.
Like a family, we are united by an unspoken pledge, bound by our convictions. We Value dedication, and are moved to
help each other and create value for our customers. We accept nothing less than loyalty in our ranks. We are true to
each other and to our cause.

16. Core brand attributes

18. The Transition model

20. Current Brand ImageBrand
Equity
Aspirational Brand
Transition: bridge
between existing
reality & desired
state
Time

21. as Chef
as Chef
as Chef
Mrs.Sanaz
Minai as Chef
Mrs.Sanaz Minai as
instructor & trainer
Sanazsania: the
culinary art academy
Sanazsania: culinary
academy & recipe provider
Sanazsania: Magazine &
Culinary Art Education
Our Brand Image & positioning Development
3 Years

22. Brand Architecture ( brand relationship spectrum)

23. In the optimal brand portfolio each brand maximizes
equity in combination with all others!

24. Brand architecture is the way in which the brands within a
company’s portfolio are related to, and differentiated
from, one another.
The architecture should define the different leagues of
branding within the organization; how the corporate
brand and sub-brands relate to and support each other;
and how the sub-brands reflect or reinforce the core
purpose of the corporate brand to which they belong.

26. “We just provide some brand names as an
example”
Creative Carte : Carte means menu & card in French

27. From Sanazsania as recipe Magazine and culinary art education Ins. To Sanazsania: A culinary Industry brand which provides
Goods, Solution and services in food and hospitality

28. From Sanazsania as recipe Magazine and culinary art education Ins. To Sanazsania: A culinary Industry brand which provides
Goods, Solution and services in food and hospitality
Magazine :
A. We should add such subjects as : Huetrition, Beauty foods,
Brain enhancers, Mood foods, Immunity, Digestive health,
hand-hold foods, kitchen furnishing solutions, wellness.
Culinary Art + Soul
B.Focusing & Using less studio produced steel-life
photography and add more lifestyle (add human subjects-add
soul!)pictures to our contents.
C. We should provide broader client list on our print ad media
space, by this we mean we should move from putting ads just
on kitchen wares, foods & beverages to health clubs, gyms,
health drugs, sport equipment, travel agencies beauty
products.
*Huetrition is nutrition based on eating a daily variety of health promoting, pure colored and
minimally processed foods, namely fruits and vegetables.

29. Magazine (Count`d) :
D. We should use contents & pictures of classes & experiences
through interviews, recipe provision to keep our no.1 position
also in doing not just in talking!
Culinary Art + Soul
E. We will define a unique visual identity for Mag. In which we
can find our main colors, layouts and…..
F. To reaching our goals in having a dialogue with our consumers
we will identify majority of them through creative information
gathering techniques for CRM processes execution.
G. Adding more technology spice to our magazine through
using virtual reality ,QR codes and SMS feed back system.
These will provide us : 1-More consumer engagement on topics
2-increase our website & SMs Traffics 3-it is a revenue model for
our video selling
From Sanazsania as recipe Magazine and culinary art education Ins. To Sanazsania: A culinary Industry brand which provides
Goods, Solution and services in food and hospitality

30. From Sanazsania as recipe Magazine and culinary art education Ins. To Sanazsania: A culinary Industry brand which provides
Goods, Solution and services and lifestyle content provider
Magazine (Count`d) :
H. We will provide our consumers with event-based campaigns
using global & local calendars` events.
Culinary Art + Soul
I. We will tune up our Dist. Channel through controlling on
kiosks and retails and with collaboration with different
distributors .
J. We will add party time recipes to pave the way for our
catering`s products. We will provide such recipes as :cocktails,
finger foods, ideas, color solution and ..
K. We provide our consumers with electronic version of our Mag
Through membership and Pdf readers (tablets).
From Sanazsania as recipe Magazine and culinary art education Ins. To Sanazsania: A culinary Industry brand which provides
Goods, Solution and services in food and hospitality

31. From Sanazsania as recipe Magazine and culinary art education Ins. To
Sanazsania: A culinary Industry brand which provides Goods, Solution and
services in food and hospitality
Academies :
Good feel + Good times + Good friends
A. We will provide everything our students need for their memorable
gathering so, they can relax & join in on the fun while learning a new
cooking skill. We will make them believe (through our marketing
activities) that the kitchen is a perfect place to entertain for just
about any occasion. We provide them with funny gathering,
memorable gifts, magazine interviews and pictures, social networks
presence of their work, promotional offers, weekend gathering
B. We will inspire family kids culinary creativity by starting junior chef
classes and academy, we teach them, inspire them and prepare such
a situation as colorful and exciting. We will plan kids & teens cooking
camps.

32. From Sanazsania as recipe Magazine and culinary art education Ins. To Sanazsania: A culinary Industry brand which provides Goods,
Solution and services in food and hospitality
Academies (count`d) :
Good feel + Good times + Good friends
E. In our Masstige academy (Culinary Club) we will provide our
student personalized attention and tailor-made workshops and
courses.
C. We will reform our acquaintance to graduation journey of our
student from just a learning environment and learning experience to
a professional, fun, cool, fresh and entertaining experience and
atmosphere. By that we mean we also reform our decoration &
procedures
D. We will open worlds first online & offline culinary library &
reference center, inside, every culinary art enthusiast can find what
he or she looks for in forms of : books, pamphlets, movies, sounds,
pictures and recipes

33. From Sanazsania as recipe Magazine and culinary art education Ins. To
Sanazsania: A culinary Industry brand which provides Goods, Solution and
services in food and hospitality
Academies (count`d) :
Good feel + Good times + Good friends
H. Providing students with branded uniforms & tools
F. We will redefine our photography style standards which shows our
social network followers and magazine buyers a touch of our
students` experience in our academies: they wear Sanazsania
uniforms in red & white, always smile, good quality of pictures
G. Opening of social networks pages :Instagram, Face book, Pinterest
I. Horizontal expansion to men & children markets in culinary
education
J. Advertising in relevant magazines like :Tourism & Hotel
management , advertising in hospitality education universities,
holding gatherings for hotel and restaurants managers.

34. From Sanazsania as recipe Magazine and culinary art education Ins. To
Sanazsania: A culinary Industry brand which provides Goods, Solution and
services in food and hospitality
Academies (count`d) :
Good feel + Good times + Good friends
K. We will add much more credit to our certification through getting
International associations endorsements (Int. Grade).
L. Geographical expansion to 6 main cities of Iran : Karaj, Mashhad,
Isfahan ,Shiraz, Ahwaz and Rasht through franchise contracts

35. From Sanazsania as recipe Magazine and culinary art education Ins. To
Sanazsania: A culinary Industry brand which provides Goods, Solution and
services in food and hospitality
Websites:
Put some entertainment on it!
A. Defining photography standards
B. Benchmarking & analyzing competitors through specified timings
C. Synching editorial calendar with marketing
D. SEO optimization through keyword proper definitions & tags
E. UI/UX development based on each brands identity
F. Getting traffic from branded contents & advertisements
G. Content development aligned with Mag contents and Brand
positioning

36. From Sanazsania as recipe Magazine and culinary art education Ins. To
Sanazsania: A culinary Industry brand which provides Goods, Solution and
services in food and hospitality
Websites:
Put some entertainment on it!
H. Developing our heritage story and time line for main website
I. Putting videos reflecting students stories of their experiences with
Sanazsania

37. From Sanazsania as recipe Magazine and culinary art education Ins. To
Sanazsania: A culinary Industry brand which provides Goods, Solution and
services in food and hospitality
Social Network Marketing:
Lets start a chat!
A. Opening popular SN pages for academies, sub brands and magazine
B. We will provide tools for content planning calendar
C. We will graphically synchronized our SN pages with brands
identities
D. We should define standards for conversations and standards for
photo usages based on BI

38. From Sanazsania as recipe Magazine and culinary art education Ins. To
Sanazsania: A culinary Industry brand which provides Goods, Solution and
services in food and hospitality
Social Network Marketing (count`d):
Lets start a chat!
E. We should change our approach toward using SN as content
providers to consider them as : 1-Cusomer service tool 2-product &
services feedback taker 3-industry networking tool 4-a media
channel to promote our promotions and contests 5-News feeder
6- Internal collaboration tool
F. We will share our students & employees experiences and stories
through channels such as Aparat & Youtube.
G. We will create target profile for each page , describing and
defining our intended target audiences , their needs and our goals (in
milestones)

39. From Sanazsania as recipe Magazine and culinary art education Ins. To
Sanazsania: A culinary Industry brand which provides Goods, Solution and
services in food and hospitality
Social Network Marketing (count`d):
Lets start a chat!
H. We will provide our corporate digital marketing unit monitoring
tools & platforms to analyze ROIM & ROIB, Growth rates (Non-
financial :followers increase, WOM, visitors number increase, SEO for
our SN pages controls and improvements

40. From Sanazsania as recipe Magazine and culinary art education Ins. To
Sanazsania: A culinary Industry brand which provides Goods, Solution and
services in food and hospitality
Books:
Cooking with love
A. Visual integration of books based on our BI
B. Channel development through forming partnership with main
cities dealers and distributors
C. POSM development: dangler, poster, leaflet and creative
merchandizing stands
D. Tehran special retails market census
E. Selling books through E-commerce channels (+using banner ads)
F. Promoting book through our SN pages and PR
G. Promoting book through creative mall & shopping center venue
advertisements

41. From Sanazsania as recipe Magazine and culinary art education Ins. To
Sanazsania: A culinary Industry brand which provides Goods, Solution and
services in food and hospitality
New Business Unit (Kitchen Products):
The kitchen will season with love
A. We will Start negotiating and importing culinary art good like
fondant, bakery,cookind & confectionary tool and we propose to
brand them under Goldenchef brand

42. From Sanazsania as recipe Magazine and culinary art education Ins. To
Sanazsania: A culinary Industry brand which provides Goods, Solution and
services and lifestyle content provider
New Business Unit (B2B Services):
We are taste emperors!
A. We will provide foreign food & beverages companies with such
services as helping them in taste adaptation of their products (flavor
& taste solutions for Iranian market)
B. We will provide domestic food & beverages companies with such
services as taste & flavor corrections, NPD and trainings.
C. We will provide domestic hotel, resorts, restaurants and café with
training solution in culinary and hospitality
D. We will provide café & restaurant start-up solutions for Iranian
business starters.

43. From Sanazsania as recipe Magazine and culinary art education Ins. To
Sanazsania: A culinary Industry brand which provides Goods, Solution and
services and lifestyle content provider
New Business Unit (Catering):
Follow UR heart!
A. We will provide Tehran market with catering products for
premium segment of market , presenting catering services for
parties, conferences, weddings and birthday parties
B. We will provide Tehran market with catering general foods
products in different 5 points: Africa, Elahieh, Niavaran, pasdaran,
shahrake gharb

44. From Sanazsania as A culinary Industry brand which provides Goods, Solution and services in food & hospitality toSanazsania
corporate brand as a life style trendsetter and provider of goods, services and solutions in culinary, health and entertainment

45. From Sanazsania as A culinary Industry brand which provides Goods,
Solution and services and lifestyle content provider to Sanazsania
corporate brand as a life style trendsetter and provider of goods, services
and solutions in culinary, health and entertainment
Magazine :
Epicurean lifestyle + live foods
A. We should go much through lifestyle approach and it
means capitalizing more on popular interests like: destination
restaurants rating, celebrity and celebrity chefs, travel and
family health management issues, men health & fitness issues,
culinary-fashion-health start-ups news coverage, men &
women beauty solutions.

46. From Sanazsania as A culinary Industry brand which provides Goods,
Solution and services and lifestyle content provider to Sanazsania
corporate brand as a life style trendsetter and provider of goods, services
and solutions in culinary, health and entertainment
Magazine :
Epicurean lifestyle + live foods
B. We will provide our consumers with contests like taking
selfie with their family & friends in trips they go with local &
international tables they gather at and send it to us, and we
will sponsor the best picture takers next trip!
C. We will Distribute magazine in any lifestyle oriented
locations such as gyms, café, Airplanes and …

47. From Sanazsania as A culinary Industry brand which provides Goods,
Solution and services and lifestyle content provider to Sanazsania
corporate brand as a life style trendsetter and provider of goods, services
and solutions in culinary, health and entertainment
Magazine :
Epicurean lifestyle + live foods
D. We will send our consumers little but exciting gifts and
greeting cards through direct mail & email.
E. We will introduce our magazine and portfolio of businesses
in Persian language speaking countries around first through
increasing brand awareness by using local advertisements and
satellite TVCs.

48. From Sanazsania as recipe Magazine and culinary art education Ins. To
Sanazsania: A culinary Industry brand which provides Goods, Solution and
services and lifestyle content provider
Academies :
Good feel + Good times + Good friends
A. Invitation of globally well-known chefs to Iran and our academies
and do a big bang PR campaign
B. Holding 1 day panels for international tourists who come to Iran
about Iranian food making. We will inform them through airport
counter advertising.

49. A. Media Advertising, Selling Strategy
B. Media Buying & Types of media we will use

50. Our Strategy in media selling would be :Cross Media
Reach and that means we are going to provide our
potential & existing customers with portfolio of
media channels and sell our media across different
channel as : print, digital, space, cobranding , co-
marketing.
Print Media : magazine print ads, leaflets and
brochures inside magazine, branded leaflets of
Sanazsania & our other brands, Internal materials,
our books and academies poster (co branding),
reportages ads.

51. Digital Media: website banner ads, Application ads,
Pre-Video ads in our website-Youtube-Aparat, Pop-
ups, QR-Codes
revenue model(digital media) will be: ad bundling+
CPC (cost per click) for : Pop ups, Banner Ads, App ads
Fixed Cost for: Pre-Video Ads, QR codes, Website
banner adds

52. Space (in-location) Media : Wall-frame fixed space,
fixed display stands, equipment (+ tools & gadgets)
sponsorships, direct endorsement, Cooperation in
holding contest (in any form inside and out side
academy), TV-Space TVCs, Vcam Advertising
Player/Display Screen.

53. Regarding our portfolio of businesses now and in coming
future we should focus more on these media and
communication channels to promote our brands, products and
services:
Direct mail, BTL activities like promoting our product and
services in schools, set up beach events in summer times,
sponsoring relevant events, advertising our B2B services in
tourism and entertainment related magazines. Branded
merchandise as gifts, leaflet development for our B2B services,
Global Celebrity chefs endorsements, Billboard advertising for
our academies, Banner advertising in relevant websites