Kuznetsov Sergey - Polymedia projects

Project portfolioKuznetsov Sergey | [email protected]

mailto:[email protected]

“Polymedia” LLCOne of the top 5 IT Integrators of the Russia and CIS (more than 500 employees, 100 of which are R&D and

programmers), supplies educational goods, complex solutions for the meeting rooms for corporate and governmental segments, developing own products (FlipBox), and software solutions (Polywall)

Position: Marketing Direktor (15 people in direct subordination)

Period: Aug ’12 – Jul 14

SERGEY KUZNETSOV ([email protected]) 2

Key targets for the company :

1. Launch of the new brand to the market (instead of the brand SMART, which was sold for more than 13 years in the educational segment)

2. Inefficient work of the Marketing Department – restructurisation is necessary

3. Stock problems (both in warehouse and in partner channel)

4. New business development


Launch of the PROMETHEAN brand to the educational market (as a competitor to the SMART, which was sold for 13 years)

Sub-tasks:

• To drive the market preferences from one brand to another (teachers, shools and ministry levels)

• To initiate the dealer network to work with new brand (dealer network was ~ 600+ dealers)

• Change the positioning that Polymedia = SMART (which was built during 13 years from 1999)

• To have a market share with the new brand = 15%


Launch of the PROMETHEAN brand to the educational market

1. Dealer conference

- More than 120 companies participated (biggest dealers)

- More than 170 participants- New line-up introduction, practice

sessions- Demo-equipment program

initiation (special discounts)- Special support program,

including the education of the sales and technical personnel of the dealer network

Actions:



2. Roadshow

- 10 biggest Russian cities- More than 200 participants in each (teachers,

school directors, IT ministry, etc)- New product line-up introdcution- Special support program for the education and

teachers (EdCommunity, Training academy)- Announcement of the special actions and activities

for the teachers

Actions:



3. Teacher conference in Suzdal

- More than 280 participants offline + 500 online (teachers – opinion-leaders, directors of the most advanced schools, ministry representatives , etc)

- Polymedia line-up demonstration, - Practical sessions (with the best in-

class teachers-innovators)- Special support program for the

education (EdCommunity, Training academy)

Actions:


4. Whole-Russia contest for the best teacher of the year- More than 380 participants- More than 5000 daily visitors (voting

was active during 14 days)- Two winners- EdCommmunity base improvement

+20% of teachers - Total coverage – more than 50K unique

visitors from Target audience

Action:

SERGEY KUZNETSOV ([email protected])


8

Results:

• More than 14 000 interactive boards sold (30% growth YOY), EdCommunity base have been increased by 50%

• At the point of July 2014 – more than 700 active dealers (20% are totally new)

• New positioning – Polymedia is the key solution provider (brands are less important, while the Polymedia will deliver the best quality products and services)

• Promethean market share – 14%



9

Stock reduction

Action:

• Special action aimed at the dealers and end-consumers

• Additional bonus for the dealers for the set purchase (most selling goods + slow moving product)

• Special conditions for the purchase of stocked goods

Results:

• Till the 2Q 2013 – stocks have been reduced by 80%.


Action:

Teacher community web-site was totally redesigned:

- Design,

- Additional involvement of the community due to the introduction of the social elements

- Gamification techniques

- Special awards for the active community life

- Quarterly activities

Results:

• Up to 2014 Q2 – the amount of teachers have increased from 10 000 to до 17 000. Active teachers have been increased by 150%

Teacher community development


Action:

• Market and competitor analysis for the new business directions and possibilities

Results:

• Have been signed the contract with PASCO brand (USA), brand have been successfully launched in 2013 in Russia

• Have been signed the contracts with Apple Education, LEGO Education, Intel Education

• Have been developed and launched the educational Tablet PC (PolyPad)


New business development

12

Key Results:1. Have been launched 2 new brands (Promethean, PASCO), market share – 14% Promethean, Pasco have not

been measured, Turnover share – 25% and 5% accordingly

2. Have been created the Marketing Department almost from scratch (have been fired 5 out of 12 people, hired 6), with clear KPI, targets and motivation. According to the internal research, the marketing department image have been increased from 35% to 75% .

3. Average profitability by product categories have been increased by 15-50% (deepening on the products), due to tough negotiation with the partners (additional discounts, etc), revitalization of the product portfolio)

4. Stock have been dramatically improved (current stocks = 2 month)

5. New business have been launched and found: PASCO Scientific, Apple Education, Lego Education, Intel Education (contracts have been signed, products have been launched), educational tablet PC have been developed (PolyPad)

6. Have been developed and introduced the new teacher community web-site EdCommunity, active teacher base have been increased by 8K teachers (from 10K to 18K, the amount of active teachers and engagement have been increased by 150%)


Kuznetsov Sergey - Polymedia projects

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