kuznetsov sergey - de'longhi projects

Project portfolioKuznetsov Sergey | [email protected]

mailto:[email protected]

De’LonghiItalian company, SDA producer

Role: Brand-manager

Period: Jan ‘08- Jun ‘11

SERGEY KUZNETSOV ([email protected]) 2

Key Targets for the Company

1. Market share improvement (was 3rd in Coffee-machines , and 2nd in Coffe-makers)

2. Marginality improvement (target EBITDA = 25%)

3. New products / line-ups - products launch

4. To improve the stock situation (both in trade and internally)


Launch of the premium coffee-machines Intensa1. ATL:

TV – wide campaign (TRP = 1200 per 3 weeks, 4 federal channels);

Online – Banner Ads on Top business & lifestyle web sites

Outdoor – Huge banner 15x6 at “Gorbushka” site (one of the biggest electronics stores in Moscow)

2. BTL:

Wide activity in the shops, covering the best shops across the Russia (brand-zones, islands on the entrances, decorated alarm-covers, ads on the in-store TVs)

3. КО-ОП:

Cooperation programs and incentives with major retail chains (Online: search engine, context, banner ADS; Trade : motivation if the trade personal, directors of the shops; POSM).

Result:

Listing in all federal chains (more than 3 SKU per shop)

Achieved TOP 5 coffee-machines in GfK HitList (based on the quarter results)

Improved the market share (become №1 in Russia)


Landing pageBanner ADs

SERGEY KUZNETSOV ([email protected])

Launch of the premium, first compact coffee-machines on the market

5

Roll-up at the entrance to the shopsBrand-zones


Launch of the premium coffee-machines Intensa

6

Visual domination on the shelvesAds on the in-store TVs


Launch of the premium coffee-machines Intensa

7

Project “Consultants”Aim:

- To improve the stock rotation in the stores, to increase turnover of De’Longhi brand share

Activity

Launch of the consultants project – over 200 people in the 12 biggest Russian cities, best shops of federal and regional chains.

Results:

Average price per unit improved by 35%, turnover have improved by 50-300% depending on the shop

Overall stock situation has dramatically improved in federal chains (Mvideo, Eldorado mainly), which led to the additional sell-in


Project “Coffee-zones”Aim:

To improve brand awareness, to create strong emotional link with the culture of coffee-drinking in Italy and De’Longhi brand

Action:

Special coffee-zones have been developed and created in the top stores of Mediamarkt, Mvideo and Eldorado

Design of the coffee-zones are made in the style of Italian Cafe’s, using the corporate guidelines and De’Longhi logotype

Result:

Turnover of coffee-machine segment have been increased in avg by 20-25% per shop

Full product line-up listings in the chosen best shops (3-7 additional SKU per shop)


Project “Coffee-zones”


Key results as up to June 2011:

1. Become market leaders (number 1) in Coffee-machine and coffee-makers categories (33% in Coffee-machines, 42% in Coffee-makers (GfK Data)

2. EBITDA has increased by 4,5%, and reached 24,5%

3. Successful launch of the new product line-up to the market (all products have been in top 15 GfK Hit List)

4. Stocks have been dramatically improved (especially with the slow-moving, and most expensive goods) due to the consultant project and due to the line-up optimization and revitalization


kuznetsov sergey - de'longhi projects

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