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2019 FINALIST OFFICE SUPPLIES & CONSUMER ELECTRONICS RUSSIA
Eat like a Pro
RAN IN: Russia
Audience: Male & Female, 25-45 yo.Young parents, families with kids.New generation of families who are up to date with technologies, leading enjoyable and healthy lifestyle for them and their families. Actively seek out for options to enhance their overall heath and well-being and live in work-life balance.Residents of big cities. Average & above average income.New families, recent owners of their own real estate.While choosing major domestic appliances look for best price-quality option, because can not afford or do not want to buy top-price brands.
Objectives: Commercial goal:Sales growth +30% vs. 2017 (-19% in 2017 vs. 2016)Market share +0.5pp vs. 2017 (-0.8 pp in 2017 vs. 2016)Marketing goal:increase spontaneous brand awareness +1 ppincrease total brand awareness +3 ppincrease "brand familiarity" creteria +5 ppCommunication goal:Relaunch Beko brand with new communication message;Effective goal: Double check 360 marketing support effectiveness, by applying full and correct marketing mix for the first time and paying attention to all communication channels and consumers touch points.
Language: English, Russian