Краснодарский край - новый глобальный бренд России.
Krasnodar Krai “ Russia’s next great global brand” Timur A. Khalilov Tourism Agriculture Technology Sport
Fallacy: That simply because the 2014 Winter Olympics and Formula One will be held in a city located in the region of Krasnodar Krai.... the region will automatically derive great benefit and exposure for many years into the future.
<ul><li>The region of Krasnodar Krai has not yet taken the necessary steps with respect to positioning and building its brand BEFORE the Olympic Games in order to realize the potential the Winter Olympics and Formula One could potentially bring to the region. </li></ul>Reality:
Strengths SWOT Analysis Warm Climate Geographic Cross-Roads Ethically Mixed Sochi 2014 Formula One World Cup Vineyards Mountain Resorts Seaside Resorts Wealthy Russia’s Garden City Warm-water seaport Quality of Life Breadbasket Beautiful girls Sunshine & Snow Trade Center
Weaknesses SWOT Analysis Expensive Sochi Forum Customer Service Brand Awareness Brand Strategy Language Barrier Online Information Infrastructure Global Media Relations Reputation Visa & Registration Information Center Tourist Centers
Opportunities SWOT Analysis Adventure Tourism Wine Tourism KubanTech Forum Sochi becomes gaming zone Runet Labs Sochi Sport Forum Kuban State University KRR International Airport “ Green Governor” Next Boulder Russia Sports Capital Lambina Hills
Threats SWOT Analysis Turkey Georgia Crimea Sochi Abkhazia Apathy Lack of leadership St. Petersburg Forum Cynicism Inertia Moscow control
Branding Campaigns: Sochi Sport Summit (Rebrand the Sochi Forum) Rebrand the current “Sochi Economic Forum” (currently Russia’s 3rd/4th respected forum) into the Sochi Sport Summit (Sport | Media | Technology) with the goal of building it into the premier global sporting conference in the world. S3 will have the inherent ability to pull superstars and thought leaders from the communities of the Olympics, Formula One, World Cup, et al. Media companies will be naturally drawn to the conference since it’s their job to cover sports. Finally, the technology innovators in the world of sport (equipment manufacturers, digital media manufacturers, and entrepreneurs) will mix in well. Huge opportunity to for annual exposure.
<ul><li>Ruviera.com </li></ul><ul><li>(A digital mobile app for all visitors) </li></ul><ul><li>The biggest threat to Krasnodar Krai in 2014 is that the world will come to the Olympics, enjoy the Games, and leave without ever learning about the region outside the city of Sochi. Thus, we have begun to create an online app (iOS, Android, webOS, and Windows Mobile.... iPhone, iPad, tablet, etc.) called Ruviera (Ru = Russia and ...viera = Russian Riviera). This app will serve as a travel guide, reservation agent, digital magazine, and location based tool for visitors to Krasnodar Krai, generally, and guests at Sochi 2014 and Formula One, specifically. The app will launch in October 2011. </li></ul>Branding Campaigns: Branding Campaigns:
<ul><li>Zelenodar </li></ul><ul><li>(Krasnodar = Russia’s 1st “eco-city”) </li></ul>Branding Campaigns: Krasnodar is currently one of the nicest cities in Russia for quality of life. However, it has the potential to join the ranks of one the the world’s great cities. Think of Vancouver today and Vancouver 25 years ago. Krasnodar has the potential to transform itself in much the same way. The key is to make ecology the center of gravity of the development plan. The Economist magazine and Mercer Consulting ranks global cities each year according to quality of life and eco-friendliness. Our goal should be for Krasnodar to be ranked in the Top 25 by 2025... 14 years from now. Russia’s first “eco-city” is being built by Russia’s first “Green Governor.” http://www.mercer.com/press-releases/quality-of-living-report-2010#City_Ranking_Tables
Benefits 1. Brand Awareness with all global audiences 2. Quality of Life for residents of the region 3. Brand Reputation for region and a powerful legacy for regional political regime
Contact Information Timur A. Khalilov (HUNGARY/RUSSIA) +7-905-476-26-50 ( RUS ) [email_address]