To launch a new brand onto the local retail market
All Grifon refrigerators and freezers produced in the first iteration were sold out.
The rise of brand awareness in the Ukrainian market.
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.
It was a cool case with very engaging and ambitious goals.