valeriy velikanov cv

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CV - Marketing research manager, Strategic planner, Brand Manager

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Broad marketing experience

2002-2004

2002-2006

2006-2014

Moscow State University of Service Postgraduate, Economics and

Management

Research Center of Russian Marketing Association

Senior Research Manager

Marketing and Investment Projects Deputy Consulting Director

1997-2002 Moscow State University of Service Marketing

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4

Marketing Research + Branding + Marketing Mix + Marcomm

Multidisciplinary expertise

Marketin

g R

esearch

Strategy & Branding

Mar

keti

ng

Co

mm

un

icat

ion

s

Marketing Mix

In-depth understanding based on ad hoc research and thoughtful analysis

Target markets, Segmentation & targeting, Brand positioning, Brand architecture, naming

Qualitative and quantitative marketing research skills

F2F, CATI/CAPI, Mystery shopping, Car clinic, Ethnographic, Concept/Product/Ad testing, Focus groups, In-depth/Expert interviews, etc.

MarComm Strategic Planning

Brand/Creative/Media

Marketing mix optimization

Merchandising, assortment planning, pricing, distribution, marcomm

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Gas stations, Retail, Automotive etc.

Multidimensional competences

Gas stations

Automotive

Banks

FMCG

Museums & Arts

Furniture Perfumery & drogerie

Food retail chains

Footwear, apparel, underwear

Shopping centers

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Variety of skills

4. Professional in marketing analytics and statistics (Excel, SPSS)

3. Master in logical construction of analytical reports and presentations, artistic level in design (Power Point Guru)

1. Team leader of complicated marketing projects

2. Speaker at industry conferences and seminars with excellent presentation and

negotiation abilities

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NOT JUST

RESEARCH AND

VISUALIZATION

INC

EP

TIO

N

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Cases - Gas Station Branding

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The basic premise for building a brand portfolio is strengthening the role of nonfuel and multidirectional nature of the proposal

*PL – Private Labels

Diesel + additives

LPG

ECO fuel

Alternative fuels

Oils and chemicals

Gasoline + additives

Diesel

PL* Grocery

Fast Casual

Café

Payment system

PL Car acces-

sories

PL Take-away

food

Restaurant

Service concept

Gasoline

Brand Ingredient

Petrol Forecourt

The main purpose of the visit is fueling

Rest and Service Area

Refuelling is one of the many purposes Loyalty Program

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Big differences between the urban and the transient gas stations cause and different approaches in branding

Urban

• Take-away food & distress focus

• A wider assortment

• More occasions

• Top-up purchases

• Extended foodservice – well-known QSR* within

• New points of attraction

Transient / Rural

• The development of RSA*, satisfying the needs of different groups of consumers

• Car and truck drivers under one roof

• Purchase of fuel as a goal is less significant

• Valued nutrition and longer visits focusing

*RSA – Rest and Service Area

*QSR – Quick Service Restaurant

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As well as its list of specific goods and services, which are also differently branded

The "Express" concept has its own unique image

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However, it is extremely rare for Russia, the oil companies do not solve the issue of separating brands of petrol stations practically

TNK-BP operates in two market niches, skillfully excluding cannibalism between the two networks

Premium

Economy Branded Economy

Mainstream

Full service • QSR Concept or Hybrid Concept • High fuel and products prices, premium offer an expanded

range • Localization only in the cities on the main roads and the

main highways of the country (near the major cities) • Traffic density of 30-70 thousand vehicles per day • A large land area - 0.3 - 1 ha

Express service • Express Concept or Fuel Concept • Average prices for fuel and products, the standard

range • Localization - all areas attractive in terms of

efficiency (the traffic density) • The traffic density of 5-40 thousand vehicles per day • Small land area of 0.05 - 0.5 ha

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Brands serve not only the various price niches, but different segments of consumers, differing behavior, motivation and psychographics

Time stressedprofessionals

Brand believers Discriminatingconsumers

Frequentstoppers

Disengagedpurchasers

Old fashionedtraditionalists

Low incomeneighborhood

shopper

11%

28%

20% 21%

8% 12%

0,1% Large cities

Regional markets

Time stressedprofessionals

Brand believers Discriminatingconsumers

Frequentstoppers

Disengagedpurchasers

Old fashionedtraditionalists

Low incomeneighborhood

shopper

7% 13% 19%

27%

18% 16%

0,4%

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Umbrella brand Premium Fuel

Retail chain brand

Umbrella fuel brand

Extensions

Fuel types (octane)

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Brand ingredient - an additive or technology

Standard Fuel

Retail chain brand

Fuel types

Brand ingredient

Brand ingredient

Regular

Plus

Diesel

Regular

Plus

Supreme Diesel

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From the creation of chemicals PL business is gradually moving to food The own brand creation significantly increases the profitability of the retail business

Fresh & Top-up G

F D

C B

A

Chemicals

Oils

Car accessories Brand support: • Petrol station brand (souvenirs & lighters)

• Branded fuels (energy drinks, souvenirs)

• Food-service brand (tableware to go)

• Sports Club (symbolics)

Car care products Food-to-go

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Forecourt branding is a structure that increasing complexity with each passing day

Corporate

Gas station chain

Fuel

Offer Concept No brand No brand

Foodservice No brand No brand No brand No brand

Lubricants

Car accessories No brand No brand No brand

Fresh food & top-up No brand No brand No brand No brand No brand

Loyalty program

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Cases - Automotive Branding

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Perceptual Mapping

Prestige

Masculinity, functionality, quality

Femininity, design, sporting

Low-cost

For Russian conditions

For poor roads

Masculine

Inexpensive maintenance

Affordable

Pragmatic

Classic Family

Widespread High-quality Reliable

Ecofriendly

Youth

Original design Joyful Vivid

Sporting Dynamic

Ambitious Innovative

Prestige

Successful Comfort

Safe

Powerful

Traditional Multipurpose

Feminine

2008

Prestige

Sporting

Pragmatic Traditional

Youth & Feminine Asian low-cost

Russian low-cost

Emerging & Leaders

2008

2008

2008

2008

http://www.dubusiness.co.uk/assets/images/skoda_logo.gif

http://www.marcadecoche.com/images/chevrolet-logo.jpg

http://www.dubusiness.co.uk/assets/images/skoda_logo.gif

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Perceived value of LADA – possible actions

Exploit Company’s strengths (advantages)

Dispose Company’s weaknesses (threats)

Adjust or form Unique Company’s position

LADA SAMARA

• Ease of driving • Maneuverability • Low price • Good handling • Restrained design

• Fast depreciation • Low reliability • low resale value • Low security • Poor insulation • Small cabin space

Perceived quality • Easy to find spare parts • Low cost of maintenance and repair • No queues for buying Reputation • For middle class • For practical people

LADA KALINA

• Economy • Comfort • Availability of spare parts • Ease of driving • Maneuverability • Spacious interior

• Fast depreciation • Low reliability • High price • low resale value • Low security

Perceived quality • Poorly differentiated position (closer

to foreign cars) Reputation • Female car for the middle class, which

worth more than evaluated

…

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Perceived value of the competitors – counteraction ways

Maintain parity Competitors’ strengths (threats)

Exploit Competitors’ weaknesses (opportunities)

Differentiate Unique competitors’ positions

DAEWOO NEXIA

• Convenience for the driver (ergonomics and comfort)

• Good handling • Power • Efficiency • High reliability, and low

depreciation • A car that's not scary to leave

• Little cabin space • Low cross-country ability • Small size

Perceived quality • Poorly differentiated position Reputation • Poorly differentiated position

RENAULT LOGAN

• Convenience for the driver (ergonomics and comfort)

• Good handling • Power • Maneuverability • High reliability

• No Perceived quality • Easily transformed salon, • Spacious interior Reputation • Poorly differentiated position

…

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NEW LOW PRICE Cash Cow NEW HB Niche NEW CUV

NEW MIDDLE Cash Cow NEW LARGE Niche

2105/07 Cash Cow

SAMARA Cash Cow

KALINA Niche

10 Series Weak

PRIORA Cash Cow

4x4 Niche

C

SUV

Brand-Product Matrix

Current model Prospective model

NEW SUV Niche

Leverage B/C

Endorsement Endorsement 22

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Brand identity

More value for money

Calm, balanced, stable, mature, family, practical

Service oriented, pragmatists

At comparable costs the consumer gets more than he would get from competitors: more space, extended base models, refined design, and besides - quick and easy purchase, maintenance and repair, a wide dealer network

Made in Europe (not China), collaboration with famous foreign OEM, using of its competences and technologies, which significantly affects the improvement of quality, reliability (rarely broken), active and passive safety features, high resale value

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Proposed brand audit system

5. Brand attitude in the media

8. Sales volume, market share

1. Brand awareness

9. Product & Pricing

10. Communications effectiveness

2. Adequacy of the perception of advertising and PR

4. Comprehension (planned vs perceived)

7. Customer satisfaction & loyalty

6. Gap analysis

3. Brand image & differentiation analysis

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Cases - Footwear marketing

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The main question is whether it makes sense deal with retail?

There is no point in production without own retail network. Retail business can be practiced without their own production, and capital structure used for more effective investment.

In Russia 90% of shoes sold are imports. Of course,

the bulk of this is China production. In this regard, we can speak about Russian footwear market not as a market producer, but as a retail, consumption market.

Footwear manufacture for Russia

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Today beauty does not scare!

Narrow and out-of-date understanding of target customers

• Target segments are defined too broadly and simplistically (gender, age, price, convenience)

• Profile segments are described insufficiently, they capacity, attainability and competitiveness capabilities are not determined

• It seems that the production of the Company is for women and a man tortured by the sick and swollen feet, which do not want to be beautiful

• Studies show that even if it did, people do not want to see themselves as such.

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Shoe stores follow the path to increase the area, improve the design, quality of service and improve marketing tools

Supermarket

Shop-in-shop store

Butique & Concept Store

Butique

Minimarket

Discounter

Low

Middle

Upper

• Area growth • Design improvement • Improving marketing • Quality of service

Tomorrow

• The growth of price and quality

• Design improvement • Improving marketing • Quality of service

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The level of competition in the domestic retail market of shoes is estimated as average

But while there is still an opportunity to fight ...

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Budget Moderate Contemporary

• The market is gradually consolidating, the big players appears. For example, "Centr Obuv" "which takes leading position in the economy segment niche has more than 1,000 stores and good financial performance.

• Besides, since the footwear market is quite capacious, it is still a place for 5-7 companies of the same scale.

• If we talk about the mid-price segment, then it does have a few key players, but there are no the clear leader in scale business comparable to “Centr Obuv"

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“Footwear of Russia” price positioning

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Low 50%

Middle 35%

Upper 15%

Footwear market in

Russia

Budget Moderate Contemporary Better Bridge diffusionlabels

Pret-a-porterdesigners

Pret-a-porter deluxe

10%

40% 25% 10% 6% 5% 4%

-1,5 1,5-3 3-5 5-7 7-10 10-15 15+ Price thousand rubles per pair

Russian market structure

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At the heart of the new store - an integrated marketing approach

*USP = Unique Selling Proposition POP = Points Of Parity RTB = Reasons To Believe

Marketing Strategy

* BRANDing

• Regional clusters • Population • Online Shopping • Restrictions on the

flow intensity

Target geo markets Target segments

• Strategic segmentation • Loyalty segmentation • Brands architecture

• Retail formats • Price positioning, USP • Point of parity (POP) • Personality (values, character, benefits,

attributes, RTB) • Identity (logo, naming, brand book,

shopping facilities, staff) • The strategy of its own production and

working with suppliers (components and full cycle)

• The strategy of working with sales channels: retail, whosale, franchising

• Retail channels: shopping malls, street retail, shoes courts etc.

• Assortment policy, collections renewal strategy , the design concept

• Pricing policy, the list of pricing strategies, including special offers, related items and private labels

• The basic principles • Planning, zoning, flow control • Planograms • Atmosphere

• Target Audiences • Creative strategy • Media Strategy • Social Media • Digital Marketing • CRM and loyalty program Marketing

Mix Assortment and pricing policy

Promotion Merchandising

Distribution

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Cases - “Lay’s Strong” Creative Brief

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Why? What?

“Lay’s Strong” Creative Brief

• Launching a new flavor of Lay's Strong - aspic with horseradish.

• Expanding consumer audience: strengthening the relationship with the common situation of chips - beer consumption.

Why are we communicating?

What is the problem or opportunity we are addressing?

• Announce a new flavor, while maintaining an optimistic and bright character of the brand Lay's.

• To master the new positioning - snack to beer.

• Create interest and involvement of the target audience, stimulate trial purchases.

What do we expect communication to do?

How will it exploit the problem or opportunity? What is the role of the communication and how will we measure its success?

Client: Frito Lay Brand: Lay`s / Lay`s Strong Product: Chips / Extruders Media: TV + IMC

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Target, Competitors, Insights


Target audience: • M/F; 18-30; singles; consume alcohol; especially beer;

income level is average, below average; from worker to office worker; do not chase fashion and brands, preferring the simple style of dress, not glamor.

Consumer insight: • Chips are an integral part of the beer-drinking • Young people need social approval, especially of their

peers (in all matters, including in beer and snacks for beer)

• There is a stereotype concerning the unnaturalness of chips

Whose behavior are we trying to affect? What is our insight about the customer?

Describe the customers as people, in relationship to the brand, in terms of new insights. How do they behave, think and feel now? What is our desired state?

• Despite the fact that salty snacks are a priori associated with beer, currently competitors can not directly show the consumption of beer in their commercials, due to legal restrictions.

What is the competitive opportunity or insight?

What is our competitive frame in this execution? What is the “white space” or opportunity? Who will lose the sale we gain?

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Message, RTB


Message / Hot Spot: • First chips that have been created specifically for the

consumption with beer

Suggested Approach: • Recreate one of the situations of beer consumption

by including various established "beer" characters, while replacing the beer itself with Lay's Strong packs. Such a way, on the one hand, clearly describe the role of a new product, on the other - make it according with the brand and within the law.

What is our core campaign message?

What we need to say to the people to exploit the competitive opportunity? If this is a direct piece, the offer should be included here as well?

• Lay’s Strong chips are made from natural potato • Due to such a special shape, they have a more intense

flavor than regular chips

Reason to Believe / Why is this true?

What do we know about the client that gives permission to believe and will convince them we can deliver? Does this provide, in the simplest terms, real beef for the creative team to work with?

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Aims, Tone and manner


Feel: • Good mood in anticipation of a holiday in friends’

campaign (e.g., beer pub)

Believe: • Lay's Strong chips are designed specifically for use as a

snack with beer • My friends believe and do the same • Lay's Strong chips are made from natural potato

Do: • Make a trial purchase of Lay’s Strong chips

What is it we want people to take away?

What should they feel, in what should they believe and what should they do after encounter with our ad?

• Fun and delicious, music, encouraging action, festive atmosphere, youth, positive campaign, beer pub

How do we say it? How will we be heard?

What is our voice? How will this advertising look, feel, sound so they can hear and best relate to us? What other brand assets can we leverage?

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Cases - IKEA “Everything in the house” Creative Brief

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Why? What?

IKEA “Everything in the house” Creative Brief

• Release of the new IKEA catalog 2012

Why are we communicating?

What is the problem or opportunity we are addressing?

Client: Ikea Russia Brand: Ikea Product: Furniture & accessories Media: • TVC, OOH, radio, press, subway, promo website vsyovdom.ikea.ru, Facebook, VKontakte, IKEA FAMILY mailing,

POSM/MEGA • Interactive installation with live entertainment in Gorky Park • Mobile version of the promotional website vsyovdom.ikea.ru (conversion by QR-code from OOH) • Quest to find "proprietary values", hidden on city streets • Competition for the best story about "proprietary values" on the project website, and then short films based on

the stories of the winners • Involvement of well-known musicians, playwrights, directors • Creating a song on the subject, the rotation on the radio • Premiere show of films and song presentation in cinema club

• To declare release of the new IKEA catalog 2012 «Everything in the house»

• Convey the key idea of catalog for 2012 - storage for favorite things, as well as solutions for organizing small spaces

What do we expect communication to do?

How will it exploit the problem or opportunity? What is the role of the communication and how will we measure its success? 38

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Target, Competitors, Insights


Target audience: • M/F; income level is average, below average; focused

on comfort in the house, like things, visit IKEA, in most car owners.

Consumer insight: • Russians do not like to part with things. Some items,

whether grown children toys or funny hat from a trip abroad, are carefully stored, helping owners relive pleasant moments associated with them. Therefore, for most Russian families living in small apartments, storage question is very relevant. And here we need IKEA, known for its original ideas and practical solutions for the arrangement of even a small space.

Whose behavior are we trying to affect? What is our insight about the customer?

Describe the customers as people, in relationship to the brand, in terms of new insights. How do they behave, think and feel now? What is our desired state?

• Among the competitors: Shatura, Dyatkovo, Maria’s Kitchen and others.

• Only Maria's Kitchen is positioning itself not only on rational attributes, involving Gerard Depardieu in advertising, and using the slogan "When the kitchen is fun."

What is the competitive opportunity or insight?

What is our competitive frame in this execution? What is the “white space” or opportunity? Who will lose the sale we gain? 39

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Message, RTB


Message/Hot Spot: • Proprietary values. The things that we hold are dear

to us by stories that they keep.

• Things are part of our lives and often make us relive the feelings associated with moment of their appearance. These treasures deserve to be carefully preserved. The main thing is that they have their own, well-deserved place in the house.

Suggested Approach: • To reach the hearts of Russians – enter into emotional

contact, to correct the image of the IKEA brand from the level of positioning on attributes and benefits toward value orientations: understanding the Russian soul, its sensuality and nostalgic.

What is our core campaign message?

What we need to say to the people to exploit the competitive opportunity? If this is a direct piece, the offer should be included here as well?

• IKEA focuses on storage systems, creating thousands of solutions for the proper storage, including for small spaces.

• IKEA supports the desire of the people to keep order in life and save all things dear to them.

Reason to Believe / Why is this true?

What do we know about the client that gives permission to believe and will convince them we can deliver? Does this provide, in the simplest terms, real beef for the creative team to work with?

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Aims, Tone and manner


Feel: • Pleasant wrenching feelings of warmth from the

interaction with things and interior solutions that help keep them, from interacting with IKEA

Believe: • IKEA is suitable for all ages and income • IKEA offers a very convenient solution for storage and

organization of spaces, including in small, Russian apartments

• IKEA thinks about the Russians and trying to understand the Russian soul incomprehensibility

Do: • To learn about the new IKEA catalog, visit the IKEA

stores, enter into interaction with IKEA on a permanent basis

What is it we want people to take away?

What should they feel, in what should they believe and what should they do after encounter with our ad?

• Nostalgia, warmth, pathos, poetry, melancholy, family values, kindness, atmospheric

How do we say it? How will we be heard?

What is our voice? How will this advertising look, feel, sound so they can hear and best relate to us? What other brand assets can we leverage?

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Cases - Calvé Light. Re-launch Communication Platform

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Calvé is well known brand with strong differentiation

Core Essence: The world as a cookbook

Target Segments: Family 2.0 making positive life choices instead of just living . They rely on themselves, not on somebody else (government, parents, God)

Personality: Modern, bright, dynamic, is interested in life

Emotional benefits: Inspires and helps to improve the taste of life. Facilitates the selection of positive food. Gives the atmosphere of favorite dishes.

RTB: Since August 2012 Calve mayonnaise made by the new recipe using 100% natural ingredients.

Rational benefits: Sophisticated and diverse tastes, premium quality

Calvé brand is well known in the market, having a number of stable rational and emotional benefits

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Consumers are practically unaware of its benefits, with the exception of the prefix "Light"

However, Calvé Light was not supported since 2009

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Calvé Light possesses unique RTB - citrus fibers

Headline • 3 times less fat

Benefits • Improves digestion - by consuming Calvé Light, it's so

easy to maintain a beautiful shape and look great without giving up favorite foods

RTB

• 3 times less fat

• Contains citrus fibers, which are prebiotics that promote rapid digestion

• Premium quality

Calvé Light possesses not only a number of advantages inherent in the category of light mayonnaise, but also a unique RTB - citrus fibers

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Sloboda BioLight communicates more RTB and benefits

Headline • It’s easy to weight easy (to have a light weight)

• Pre biotic

Benefits

• You can not deny yourself the pleasure to enjoy the taste of mayonnaise, getting the benefit of prebiotics instead of extra calories

• Normalizes metabolism

• Stimulates the growth of bifidobacterium

• Rejuvenates cells

• Increases the overall tone

RTB

• Light 35%, Extra Light 25%

• 100 organic, organic control

• Contains a natural prebiotic fiber and antioxidants

• Contains Vitamin E

Sloboda BioLight positioned as well as Calve Light (except citrus fibers), but it communicates more RTB and benefits

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Ryaba Light Provencal - family positioning and emphasis on taste

Headline • This means to be delicious!

• 2 times less calories

Benefits • Minimum calories and maximum taste

of favorite dishes

RTB

• Does not contain sugar. Sugar is replaced by fructose.

• 100% organic

• Free from artificial flavorings

• GMO free

• Free from artificial colors

• No artificial preservatives

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Mr.Ricco Light – explains the lightness as “light flavor"

Headline • Premium Quality

• Light flavor

Benefits • -

RTB

• Free from artificial flavorings

• GMO free

• Free from artificial colors

• Premium Quality

• No cholesterol

• Bio Control

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Moscow Provencal - "the classic real taste“, explains the lightness only as "30%"

Headline • The classic real taste

Benefits • Makes light meals tastier

RTB

• 30%

• Spicy and delicate, but it has half the calories than the Classic Provencal

• Mayonnaise "Moscow Provencal" is prepared in accordance with the traditions of mayonnaise that were born over 70 years ago at the Moscow Oil Factory, and has a classic taste, familiar to millions of people.

Moscow Provencal communicates "the classic real taste“ and explains the lightness only as "30%"

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Sloboda BioLight

Mr.Ricco Light

Ryaba Light

Moscow Provencal

GAP 1

GAP 2

Calve Light

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Consumers have a variety of negative bias against mayonnaise, including "light"

Description text 2

• The high fat content and low fat content is achieved by thickening and starches

• The use of cheaper types of oils - transgenic oils

• Flavor enhancers - food drugs

• Vinegar instead of lemon juice

-

• Improves the taste of any product and allows you to quickly get enough of even simple food, getting pleasure from the process.

• The result is improved performance and mood.

+

Consumers have a variety of negative bias against mayonnaise, including "light“. According to them reducing the amount of fat and calories suffers product taste and quality

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But! That citrus fibers make it possible to

maintain the consistency and taste of

regular mayonnaise without the use of

starches and thickeners

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Slim figure is considered as one of the most important elements of beauty. Healthy lifestyle, consumption of "light" low-calorie foods are becoming more popular

But while few women 25-35 are ready to give up all the pleasures of life for the sake of the perfect figure!

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Many people think that the time to take care of the figure starts before the summer season - when it’s time to wear short dresses and bikinis. Yes, it's true ... But not all!

I appreciate my figure every morning looking in the mirror. Therefore for me BIKINI SEASON equals UNDERWEAR SEASON.

Consumer Insight:

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INC

EPTIO

N

EMOTIONAL DIFFERENTIATION:

For me BIKINI SEASON equals UNDERWEAR SEASON

RATIONAL DIFFERENTIATION:

Citrus fibers are not only useful prebiotics, but also greatly improves the taste and consistency of light mayonnaise

+ 3 times less fat

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Cases - Sony Cyber-shot DSC-QX100/DSC-QX10

Segmentation, targeting and positioning

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BE MOVED 57

Smartphone attachable lens-style camera Cyber-shot DSC-QX100/DSC-QX10

Product advantages

Essence • Go smarter. Your smartphone. Our camera. The perfect match for stunning image quality.

Benefits

• Unique ways of shooting • The freedom to zoom and shoot in the dark • Connection with your mobile devices • Sharing images directly from the camera • Control with the smartphone

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BE MOVED 58

Different types of cameras are characterized by two key characteristics: quality vs portability. More cumbersome and professional cameras are mainly used for special occasions, while compact and mobile solutions more suited to everyday use. New SONY camera for the first time stands at the junction of the stunning combination of quality and mobility.

Competitive Landscape

Qu

alit

y

Mobility

SLR Hybrid

Compact

Smart phone

Camera phone

Special Occasion

Everyday Use

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BE MOVED 59

We used customer segmentation based on consumer preferences for different types of cameras in different consumption situations, lifestyle and social value orientations.

Photo Segments

Segment potential (size, growth)

SON

Y N

P a

ttai

nab

ility

PRO

Passionate

Regular

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BE MOVED 60

Professional

Description

Professionally engaged in a photo, or a passion on the verge of professionalism. Very well

versed in the subject. Follows the novelties tends to buy them. Has several cameras of

leading manufacturers (Canon, Nikon), several lenses, special equipment, lights. Quality

maximalist, demonstrates a strong commitment to one brand. Different income, but

regularly spends large sums on photographic equipment.

Special Occasions

Often arranges a photo shoot in the studio or in the open air. Not trying to take pictures of

everything, more selective, think carefully about the details and preparing.

In the journey will take with him a great camera and a bunch of accessories, despite the

inconvenience. On special occasions (concert, child's party at school, at work holiday) also

prefers a great camera with the necessary accessories (flash, lenses, etc.)

Everyday Use

Often takes SLR camera with him. Usually takes an universal one or more lenses for

different purposes. As a rule, does not use the camera in his smartphone, or uses very

rarely.

Key Drivers Recommendations of professionals. New features to improve the capacity and quality of

shooting (in the body, lenses, accessories, light)

Retail Channels Specialized photo stores, including online shops. Can view offline, then order online.

Media Channels Sites of manufacturers, specialized sites, equipment reviews, professional societies

Probability of self-use Low

Probability of gift High

Small, stable

Size Attractiveness

5

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BE MOVED 61

Passionate

Description

Amateur, picture - one of the hobbies or the main hobby for some period of life. Very well

versed in the subject, follows the novelties . Less pretentious in choosing brands (not

necessarily Canon, Nikon). Quality is important, but does not be absolute. With good

marketing can buy less professional, but a hybrid solution. Puts his works on the web

resources pleased when getting good reviews.

Special Occasions

Often takes pictures of everything and everyone, less selective. In the journey he would

take with an SLR camera or quality hybrid. Willing to sacrifice convenience. The same

behavior on special occasions. In most cases, uses a single camera with a versatile lens, but

can hold multiple lenses. Additional equipment is less important.

Everyday Use

Often wears a camera with him, maybe not every day.

Uses the camera in his smartphone for non-essential reasons, such as corporate party or

pampering. Nevertheless, the size of the main camera matters – he is not ready to make

great sacrifices every day.

Key Drivers Hybrid solutions. New features to improve the capacity and quality of shooting .

Recommendations of professionals.

Retail Channels Specialized photo stores and electronics stores, on rare occasions - mobile shops

Media Channels Specialized sites, equipment reviews

Probability of self-use Medium

Probability of gift Medium Medium,

stable

Size Attractiveness

3

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BE MOVED 62

Regular

Description

Ordinary person, ordinary situations photography - holidays, campaigns, kids. Gives less

significance to the quality of photos, often opting for compact solution for all occasions.

Previously, he had a simple hand-held camera , today - continues to use the same or

switches on a smartphone. Sometimes he uploads photos in social networks of those "I'm

on vacation in different places" and "my beloved children“. Not committed to a particular

brand, rarely changes gadgets.

Special Occasions Standard situations - uses a compact solution (simple hand-held camera or smart phone)

Everyday Use If he has a smartphone, he can take pictures by them sometimes, but not often. If he does

not have a smartphone - he does not wear a camera with.

Key Drivers Price, appearance, promo

Retail Channels Primarily offline stores - mobile devices and electronics stores

Media Channels Standard media mix

Probability of self-use Low

Probability of gift Low Big,

declining

Size Attractiveness

4

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BE MOVED 63

Gadgetholic

Description

Trying to acquire the entire arsenal of modern digital technology. It is important to have

the latest version. Well versed in his gadgets, tracks all novelties, willing to spend big

money to buy a new toy, he is upset if he can not get it, loves to talk about his passion.

Photography is one of the hobbies.

Special Occasions Picks himself a special gadget for every occasion for sure - whether it is a vacation or a

concert, or a reunion. It is important to demonstrate to all of its unique features.

Everyday Use Constantly carries with him different set of gadgets, including with photo opportunities

Key Drivers The market novelty – to be the first. Unusual features, the more unusual - the better.

Retail Channels The first - online shopping

Media Channels Specialized websites, gadgets reviews

Probability of self-use High

Probability of gift High Medium, growing

Size Attractiveness

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BE MOVED 64

Social Crazy

Description

The younger generation, "displaced" on social networks.

Always online.

Constantly on social networks, actively uploads his photos. Actively uses Instagram.

It is important for social approval (not to be worse than others).

Unconfident (I want my pictures to be liked). Primarily makes photos by smartphone,

primarily himself. More female type of behavior.

Image quality is determined by the quality of "how I got"

Special Occasions Standard situations - uses a compact solution (simple hand-held camera or smart phone)

Everyday Use Often shoots by smartphone and uploads photos online. Does not wear a camera with.

Key Drivers Price, trendy, appearance, possibility to quickly upload to the Internet

Retail Channels Primarily offline stores - mobile devices

Media Channels Standard media mix, a special focus on social networks, instagram

Probability of self-use Medium

Probability of gift Medium

Medium, growing

Size Attractiveness

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BE MOVED 65

Target Segments & Positioning

• Income B, C

• Males/Females

• 18-35

• Big cities (1 million+)

• Owners of smartphone priced from 15 thousand rubles

• Have an account in social networks

Surprise. Quality. Every day.

Passionate Gadgetholic Social Crazy Surprising camera angles

with stunning quality.

Every day.

Surprising detail among your

gadgets. Every day.

Surprised by you. Stunning looks

and selfshots are instantly

online. Every day.

Primary TA Secondary TA

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[email protected]

+7 (916) 841-36-72