The launch of a new home appliance brand onto the Ukrainian market

 

Marketing goal:

To launch a new brand onto the local retail market

 

Marketing result:

All Grifon refrigerators and freezers produced in the first iteration were sold out.
The rise of brand awareness in the Ukrainian market.

About the client

The large home appliance brand, Grifon, is targeted at the buyers of secondary regional retail. This channel is represented by small-scale local retail chains and independent retail outlets with a wide range of home appliances. The specific feature of the channel is that people buy from other people. The reputation of a seller and the store location are the main factors that affect traffic and sales. Outlets look archaic, and the owners are mostly not eager to invest in their upgrades because they do not consider the design and store format to be the main drivers of sales.

 

Project summary:

  • Subject: large household appliances
  • Promotion region: Ukraine
  • Period: August 2021 – January 2022
  • Budget: 15% of the profit

Starting point:

  • The brand logo only

Problem issues:

  • Outlet owners consider trade marketing to be ineffective. They are confident they will be able to sell goods without gifts or promotions if it is profitable for the seller.
  • The market is overcrowded with well-known competitors.
  • Availability of fast and convenient service: as a rule, it is difficult to bring bulky equipment for repair work from the regions..

Results

SINGLE-BRAND WEBSITE
A single-brand website was developed to provide the most comprehensive information about Grifon products. There, you can learn more about the manufacturer and products.
INFORMATIONAL SUPPORT
Information about the brand was carried out through all communication channels: the website, the B2B portal, e-mail, and messengers. The advertising campaigns were held in the client's territory. Besides, we introduced motivation for sales managers.
EDUCATIONAL VIDEOS
We created several short videos about the brand and products with regional wholesale managers.
POS-MATERIALS
We developed individual POS materials: bright-colored posters and stickers. Stickers attracted customer attention in the retail space and increased loyalty thanks to the color scheme.
TECHNICAL SUPPORT
We organized the technical support and service center for the brand's customers. The hotline works 24/7.
CONTENT
We created photo and video content for the brand, as well as a presentation and catalogs with all the products’ features.

Conclusion

It was a cool case with very engaging and ambitious goals.

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