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Portfolio

Max Belov brand portfolio
by

Max Belov

on 3 September 2013

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Transcript of Portfolio

advantage
advertisement
awareness
audience
brand
budgets
category
commercial
communication
competitive
consumer
creative
customer
demographic
development
differentiation
effective
emotional
encouragement
ideas
insight
marketing
placement
positioning
price
product
promotion
quality
branding
sales
service
strategy
style
subscriber
target
values
parnets
portfolio
campaigns
sales promotions
partners
intro

Al Ries, Jack Trout
«The 22 Immutable Laws of Marketing»
Marketing is a battle of perceptions, non products.
Max Belov
intro
Marketing is a battle of perceptions, non products.
Al Ries, Jack Trout
«The 22 Immutable Laws of Marketing»
summary
More than 14 years proven marketing and advertising experience
Experienced in marketing management, brand management, marketing communications, advertising, advertising production
Experience in development, launch, support and adaptation of local and international brands on the market
values
life:) brand positioning, communication platform, visual style update – April 2010
TBILVINO brand strategy, marketing plan 2004-2005 2004 year sales growth – 78%
TBILVINO «Долины Грузии» product line launch 2005 occupies strong position middle-middle top segment in retail network and middle price HoReCa in a year
Baron Philippe de Rothschild marketing plan 2005-2006 Sales growth in French wines category – 28%, in Chili wines – 11%
Baron Philippe de Rothschild «Le Cadet» product line launch 2006 occupies middle-low French wines segment in retail network
Baron Philippe de Rothschild Chili launched in 2006
Святкова Коллекцiя “Glühwein“ product line launched first time in Ukrainian market
lifebox (value added services brand) rebranding – October 2009
life:) “Freedom of communication” campaign – June 2010
TV, radio, OOH, internet, posm

communication campaign result:* brand impact: enjoyment – 111%, wear-out effect – 68%. Prompted communication: message delivery – 117%
Lady life:) “Free shopping” program launch – September 2007
TV, radio, OOH, press, internet, posm

result: Over 30 partners (160 outlets) acquired to free shopping program“free shopping” program monthly cash flow increased 2,3 times :)
Lady life:) starter pack launch – November 2007
TV, radio, OOH, press, internet, posm, co-promo with partners

result: EFFIE awards, gold in communication products & services 2007
BUSINESS life image campaign – September 2008
TV, press, internet, posmcommunication campaign

result:* brand impact : active involvement – 109%. Prompted communication: message delivery – 111%
life:) “60 cars for 60 days” campaign – November 2008
TV, posm, OOH, sms sending, communication

campaign result:* brand impact: active involvement – 117%, enjoyment – 107%. Persuasion: desire to buy – 136%. Prompted communication: message delivery – 115%
lifebox Meloring “Shiva” campaign – April 2009
TV, posm, video MMS sending

communication campaign result:* brand impact: active involvement – 112%, enjoyment – 107%, wear-out effect – 96%. Persuasion: desire to buy – 106%. Prompted communication: message delivery – 105%
life:) “Communicator” tariff launch – February 2010
TV, radio, OOH, internet, posm

communication campaign result:* brand impact: active involvement – 109%, enjoyment – 101%, wear-out effect – 89%. Persuasion: desire to buy – 115%. Prompted communication: message delivery – 105%
life:) internet “Sharks” campaign – March 2010
TV, radio, OOH, internet, posm

communication campaign result:* brand impact : understanding – 113%, involvement – 138%. Response: new info – 116%, believable – 106%, Desire to buy – 116%.
EFFIE awards, silver in communication products & services 2010
life:) coverage “Apples” campaign – May 2010
TV, radio, OOH, internet, posmcommunication

communication campaign result:* brand impact: understanding – 109%, enjoyment – 126%, wear-out effect – 72%. Response: relevant info – 124%, believable – 123%. Persuasion: desire to buy – 160%. Prompted communication: message delivery – 135%
campaigns
strategy
* - in comparison with market average indexes
* - in comparison with market average indexes
* - in comparison with market average indexes
* - in comparison with market average indexes
* - in comparison with market average indexes
* - in comparison with market average indexes
Lady life:) co-promo with Conte tights - August 2007
buy any Conte tights and get free starter packfrom Lady life:)
subscribe, refill any amount and get 10 Lady-points for free shopping
result: acquisition plan fulfillment – 95%
TBILVINO Kakhetinskoe (3L bag-in-box) new package launch, first time in Ukraine in Georgian wines category
multiply facing in retail
promo campaign with prizes in Furshet network
result: revenue share increased to 16% in a half of the year

TBILVINO «Долины Грузии» product line launch 2005- sales promotion in HoReCa
special packaging for retail
result: revenue share increased to 11% in a year
Baron Philippe de Rothschild Chili launch
double facing in retail- professional sales consultants in retail
degustations in HoReCa
result: 2005 – 2006 sales growth in Chili wines category – 11%

Baron Philippe de Rothschild Mouton Cadet 75 anniversary
promo activities in retail: special package (red + white wine in anniversary package)
Mouton Cadet weeks in HoReCa with free sampling and educational programs
result: increased brand awareness, 2005 sales growth – 23%
* - in comparison with market average indexes
life:) student acquisition promo – February 2007
show your student license
get free starter pack from life:)
result: acquisition plan fulfillment – 115%
life:) bring and get acquisition promo – Spring 2007
bring your old sim-card to life:) shop
get free starter pack from life:)
result: acquisition plan fulfillment – 125%
life:) schools acquisition promo – April 2007
get free starter pack from life:) in your school
subscribe and get free calls inside life:) network during a month without refill condition
result: acquisition plan fulfillment – 132%
life:) co-promo with “Троянда” ice-cream – July 2007
buy life:) ice-cream, find a sms-code inside it
buy any life:) starter pack, send sms-code- get additional 5 uah on account
result: acquisition plan fulfillment – 130%
style
contacts
thanks
for
watching
sales
promotion
Full transcript