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2019 GOLD TRANSPORT & LOGISTICS RUSSIAN FEDERATION
RAN IN: Russia
Audience: LADA Granta audience are "Everyday heroes", family men (average age 43) with average income. They don't need a fancy car. They want a simple, roomy, practical car for city driving, and trips to the country, without additional options. Many of them are former owners of LADA cars, who pay particular attention to reliability, the cars capability on bad roads, roominess, fuel efficiency, and affordable servicing. They percieved LADA Granta as; cheap, poorly assembled, and with outdated interiors. They perceived its advantages as: good on different roads, made for Russia, simple and inexpensive to maintain.
Objectives: Brand performance growth:"brand I like", "reliable brand", " high quality car brand"Model performance growth: 1) Increase LADA Granta sales (at least 10%) 2) To push Kia Rio from 2nd to 3rd place in sales of B-class budget cars 3) To grow consumer funnel model, ‘good Opinion’, ‘Model Familiarity’, ‘Model Consideration’, ‘Model First Choice’4) To grow indicators " car I trust", "reliable car", car adapted to local road conditions"
Language: English, Russian