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kefir

cw
by

Alisher Tashpulatov

on 17 April 2010

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Transcript of kefir

Situation analysis Target audience Positioning MARCOM objectives Creative idea Promotional mix & Media stratagy Re-positioning products as
Wimm-Bill-Dann alternatives
What's so special about me? What does the buyer think of me?
Market share = mind share
If I was yoghurt where would I be?
What do you want from me?
How far am I from my position?
Attack! Create a Wimm-Bill-Dann competitor brand image in the
Tashkent, Samarkand and Ferghana regions in 3 months.
Raise awareness of brand attributes by 40 percent
among brand loyals and 20 percent among
favorable brand switchers in 4 months. Match buyer's perception of our brand with
buyer's preferred perception of a dairy brand. Increase brand's mind share by 20 percent in 6 months. Pesruade 15 percent of Wimm-Bill-Dann's brand
loyals to switch to Sut Mahsulotlari in 6 months population - 27,606,007 0-14 years: 28.1%
(male: 3,970,386/ female: 3,787,371) 15-64 years: 67%
(male: 9,191,439/ female: 9,309,791)

65 years and over:
4.9% (male: 576,191/ female: 770,829)

Median Age: Total – 24.7

Male – 24.2

Female – 25.2

37% of total population is urbanized.

Campaign location: Tashkent
women at the age 20-65

good shape mothers pregnant women business ladies student girls sports ladies Buyers mostly women housekeeping
influence of purchase of certain products Users people on diet
pregnant women
nursing mothers
children
elder people The first thing
to do in the morning Advertisement high degree of control flexibility brand personality awareness
TV Cinema Radio Printed media Personal selling more personal two-way interaction fast, direct feedback Providing trials guest visits Public relations relationships between organisations and public visibility identified, positioned, and understood Organising and sponsoring sports events Sales promotion encourage the target audience offers buyers additional value By purchasing each pack of Milk Valley you are donating 10% of the price to help kids with some diseases magnet pieces
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