"Krimskiy sir" trademark strategy
Task: to develop a strategy for the creation and promotion of the "Krimskiy sir" trademark.
The development of the strategy was carried out in several stages. In the first place, a marketing research of the brine cheese market in the Crimea was conducted. Then the team visited the production and studied the features of the production of various types of cheese.
The received information allowed with the main activities of the manufacturer and develop a range of products, which is planned to be produced under a new brand. Also, a SWOT analysis was conducted, which allowed to determine the strengths and weaknesses of the manufacturer. At the stage of "creative" development, key success factors were formulated and the main characteristics of the brand were defined: name, essence, brand platform, identity, cross-cutting idea and association with the brand, the brand image is described. As the semantic concept, the idea of the truth, quality and uniqueness of the product — "real" Crimean cheese was defined.
Next, a set of marketing communications 4P was developed, which described new products, price-forming policies, place-of-sale channels and promotion methods.
This strategy will allow the manufacturer to reorganize the production process, use the identified way of positioning correctly, and build various forms of communication.
21.04.2016
81 ч.
