Sergey kuznetsov portfolio (2009- 2012 projects)

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Sergey Kuznetsov -Portfolio- ‘09 – ’12 Sergey Kuznetsov ([email protected])

description

Sergey Kuznetsov ([email protected]) portfolio from 2009 till 2012 (in De'Longhi and LG Electronics Company)

Transcript of Sergey kuznetsov portfolio (2009- 2012 projects)

Page 1: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov -Portfolio- ‘09 – ’12

Sergey Kuznetsov ([email protected])

Page 2: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

Projects in De’Longhi company

Page 3: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

Intensa coffee-machines launch (Russia)

Product launch Strategy : - Strong ATL support : TVC – 1200 TRP/3 weeks – 4 channels; Digital (Search engines; business / glossy); OOH – limited places / strong placement - BTL: Strong In-store support (Brand-zones; on-shelf visualization; special placement) - COOP: Web, Additional FSM motivation; Special placements; Leaflets; In-store visualization - Promoters: special training, focus on new products, additional motivation (bonus per models)

Page 4: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

Intensa coffee-machines launch (Russia)

Banner campaign Web (delonghi.ru) Web (promo page)

OOH

Page 5: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

Intensa coffee-machines launch (Russia)

In-store execution / COOP

Mediamarkt

MVideo

Eldorado

Williams&Oliver

Page 6: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

Icona - premium breakfast collection launch (Russia)

Product launch Strategy : Very limited funds - In-store: End-Cups in best shops (5-7 category Eldo/ MV – top stores/ MMS); best places on the self; A4/A3 leaflets on the shelf; roll-ups in the shops - Promoters: Special focus on the product; additional bonus

Page 7: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

Icona - premium breakfast collection launch (Russia)

Web (delonghi.ru) Web (promo page) A4/A3 poster

In-store execution

Page 8: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

Coffe-zones (unique Brand zones in best shops)

Aim: To create special shop-in-shop, which would have the design of the Italian café. Will have full product display. Make education through demonstration of the USPs. Briefly: Special BZs in the best shops of Mediamarkt/ Eldorado / Mvideo (16m2 at least), with special design in-line with corporate guidelines

Page 9: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

Coffe-zones (unique Brand zones in best shops)

Page 10: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

Projects in LG company

Page 11: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

Marketing strategy/ planning

Main ‘12 targets: - To achieve №1 M/S in 3D/ achieve and sustain №2 in PTV (based on GFK) - To sell 1 Mln pcs LED TVs more / COI improvement - To increase Brand preference: TOM / UA / Purchase intention/ Loyalty - To increase display share - Successfully launch of the new products - Marketing spending accuracy / etc.

Page 12: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

Cinema 3D Bus Project

Aim: To popularize the LG Cinema3D technology / educate consumers / show new 2012 top model Briefly: Special bus with integrated 3D TV/ Home theater, which will be used in different events / activities

Page 13: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

Cinema 3D Bus Project

Timing: March-May / Social Ads/ seeding / Ads on YouTube Youtube viral video: http://www.youtube.com/user/LGRUSSIA/Cinema3D - Web-page: http://lgcinema3d.ru/ Results: 325K visitors; 792K page views; 299K unique visitors

ATL part:

BTL part: Wave 1: Moscow/ St Pet - in-line with ATL program, 40 winners (98 real visitors) [Timing: Mar-May] Wave 2: 9 cities (Moscow, Saransk, Ulyanovsk, Kazan, Samara, Saratov, Volgograd, Sochi, Voronezh) with train of innovations: 5000 KM, ~1000 actual visitors / huge PR effect [Timing: April] www.nomobile.ru/texts/159243.html - with video report Wave 3: Top 7 summer events / 7 cities (Velikie Luki, St. Petersburg, Moscow, Yaroslavl, Nizhniy Novgorod, Krasnodar, Krym) [Timing: Jun-Aug] ~5000 visitors expected http://www.facebook.com/media/set/?set=a.464541973575841.121944.162805193749522&type=3 - foto report

Page 14: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

Cinema 3D Bus : PR effect/evidence

Page 15: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

Cinema Activation (Cinema Theaters program) Project

Aims:

• Create a strong correlation between 3D viewing experience in cinemas through LG Cinema 3D Brand corners, by clear demonstration and communication of LG Cinema 3D technical advantages and consumers benefits

• Bring a strong message, that with LG Cinema 3D one can have the same (as in Movie Theater) experience at home

• Motivate purchase

• Enhance LG brand image, as the brand, which is enriching life, by bring innovative technologies to consumers’ homes

Briefly: 10 best Cinema Theaters, in each - special expereince zone (7-15 m2), with special 3D - interactive games. Full branding (tickets, buckets, cinema hall)

Page 16: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

Cinema Activation (Cinema Theaters program) Project

Branded tickets

Branded corner & 3D experience

Branded pop-corn buckets

3D construction in foyer

Branded gifts

LG 3D Cinema hall

Special offer in retail

10 Best cinemas

Program mechanics:

Results: More than 76K unique visitors at the stands. Traffic more than 622K.

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Sergey Kuznetsov ([email protected])

Cinema Activation (Cinema Theaters program) : PR effect / evidence [more 51]

http://www.nomobile.ru/media/163116.html Report with video:

Page 18: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

Sport Bars Project

Aims:

• Create a strong correlation between Sports viewing / live game and 3D viewing experience through LG Cinema 3D products

• Deliver LG’s advanced technology through experience LG Cinema 3D

• Utilize Euro 2012 3D broadcast in 2012. Briefly: Best Moscow / Regional Sport bars with LG Cinema 3D products, live 3D broadcasting through Sky 3D / LG Branding

Page 19: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

Sport Bars Project

1 wave - Moscow , Dec’ 12: • Liga Pap bar

2 wave - Moscow , May’ 12 +6 bars: • Maradonna bar, • Tinkof bar, • Sucharevka beer, • Hot Dogs bar, • Hard Rock Café, • Hungry Duck

3 wave – Regions, June’ 12, 5 bars: • St. Petersburg - Tinkof; • Kazan - Tinkof; • Ekaterinburg - Tinkof; • Rostov-On-Don - Dobriy El; • Novosibirsk – Champivon

4 wave – Regions, Sep’12 TBC

Page 20: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

Sport Bars Project

Page 21: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

National Roadshow (Cinema 3D Smart TV) program

Aims:

- Promote CINEMA 3D new product and Establish ‘3D = LG’ perception in Russia

- Spread to all Russia federal through road show promotion

- Provide opportunities to experience new LG Cinema 3D

- Induce interest and participation from consumers

Briefly: - 13 cities / biggest malls ; 3 days - Fri-Sat-Sun ; ~40m2 brand-zone in each

-Moscow : Total 16 weekends / 10 Malls , 2 waves in 6 Malls

-Region : Total 13 weekends / 13 Malls in 12 Cities

- Operate total 29 weekends in Russia Federal

Page 22: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

National Roadshow (Cinema 3D Smart TV) program

Division May June July

25/05-27/05 1/06-3/06 8/06-10/06 15/06-17/06 22/06-24/06 29/06-1/07 6/07-8/07 13/07-15/07

Moscow

A Team

MEGA Khimki EuroPark Kapitoly Kashirka

MEGA Belaya Dacha

Auchan City Kapitoliy

EuroPark MEGA

Belaya Dacha MEGA Khimki

B Team

Gorbushka Vegas Gold Vavilon Rostokino

MEGA Teply Stan

Afimall Gold Vavilon Rostokino

Vegas MEGA

Teply Stan

Region

C Team

Kazan Volgograd krasnodar Rostov – on - Don St. Petersburg St. Petersburg Nizhniy Novgorod

MEGA Kazan Voroshilovsky Mega

adygea-kuban MEGA

Rostov-on-Don MEGA

Dybenko MEGA Parnas

MEGA Nizhniy

Novgorod

D Team

Ufa Ekaterinburg Omsk Novosibirsk Perm Samara

MEGA Ufa MEGA

Ekaterinburg MEGA Omsk

MEGA Vatutina

Stolitsa MEGA Samara

Detailed address program / timings:

Page 23: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

National Roadshow (Cinema 3D Smart TV) program

Pre-PR On Spot-PR Main Event

•Key account DLR

-Inform on Homepage of DLR -Install banner in store

•Shopping Mall

-Inform on Homepage of Mall - Install banner

(Parking lot, inside mall)

•Web/SNS

-Pre-PR event on web and SNS

-Open micro-site of Promotion

• Install PR banners

- Parking lots banner,

Event information banner,

Structure for promotion

•Mall entrance

- Distribute leaflet

•Demonstration Product -Enjoy Entertainment zone -Theater in home zone -Feel more 3D zone -Smart live zone -Real Football zone

•Event -Participation ∙3D Football competition ∙KINECT Dance competition

-Performance ∙KINECT Dance Performance

In-Store, Mall, Web/SNS Parking lot and Entrance Main Zone

Mechanics:

Page 24: Sergey kuznetsov portfolio (2009- 2012 projects)

Sergey Kuznetsov ([email protected])

National Roadshow (Cinema 3D Smart TV) program : PR / evidence [>50]

http://www.nomobile.ru/texts/165154.html

Video report: