artel - rebranding offer
TRANSCRIPT
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REBRANDING OFFERFERUZ RAKHIMOV
IUJ MARKETING COMMUNICATION COURSE - 2017
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Current brand Image & associations:•National Brand in Uzbekistan;
•Main products: Home appliances;
•Statistics (2015):• 92 thousand refrigerators• 123 thousand LED TV-sets• 180 thousand mobile phones
•2020 Plan: 1 bln. Mobile phones
•Expanding to Russia, Kazakhstan,…
2 smartphones: P1 – 150 USDAndroid ONE (with Google) – 200 USD
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Objective Increase Mobile Business Image in the Company
From Artel market website From official website
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New Brand Positioning & Strategy
Highprice
Design Features
Lowprice
iPhoneSamsung
HTCLG
Sony
HuaweiLenovoLumia
Samsung2
Strongly positioned
Weakly positioned
Artel
Artel Main smartphone users
Premium
15 bln. Smartphone users in Uzbekistan
Main smartphone users are young generation
Our New brand will designed for youth
Cheap, styled and featured (smart)MISSION:
Feeling smart, styled
and youngVISION:
Young, boy and girls, modern, achieve
VALUE: Style,
Features, cheap
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Brand Pyramid & Brand Promise:
Resonance
Judgments Feelings
Performance Imagery
Styled youngStyled;
Featured;Cheap
Achieving;Free;Smart
Style;Price
StrongBrand
position
The most Smartest Smartphones
We used by Symbol of smartness
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New model of smartphone by Artel
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AD Video with Olympics Heroes
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Official Social PagesFor Artel Smartphones
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THANK YOU!