Стратегия вывода на рынок премиального бренда аксессуаров «Бахтиёр Балталбаев»
Презентация для иностранного инвестора
PLEASE MEET THE ARTIST
Bahtier Baltalbaev
Bahtier creates brooches, earrings, hats, rings from expensive jewelry materials – let’s take a look at some of his works.
The world for Bahtier is unlimited field for inspiration: he can make a peace of art no matter either of the famous painting or scrambled eggs for breakfast!
As the accessories are very conceptual and imaginative they can give ideas for the style and the complete look. It reveals the identity and emphasizes personality as well as all designer items in the world must do.
“Nice little handmade things” for mass-audience
Accessories by “middle-price” brands
THE COMPETITIVE ENVIRONMENT
Vintage, houte-couture, designer accessories
Segment for Bahtier Baltalbaev
RESUME: «BRANDСOMPASS»
The character
Idea-oriented A little extravagant Self-ironic Perfectionist
Target audience
New Russian social group of contemporary intelligentsia, cultural elite: sophisticated well-off connoisseurs with strong hedonistic motivation. Trey are seriously aware of latest trends and fashion,
looking for brands that fit their STYLE and status, that are exclusive and expressive.
Brand’s promise
Luxury high-concept brand which fits you personality, inspire you and emphasizes your uniqueness and style.
Strengths and Benefits
Impeccable style Top quality
Originality of ideas
The following route to the market was taken to overcome the challenges of obscurity of the designer, a low level of visual culture of Russians (many people are not able to understand and admire the real talent by themselves) and a huge
competition in the accessories market.
LAUNCH APPROACH
• Adopt the product and show early adopters how to use it • Communicate the values and benefits of the product – make it desired
• Create reassurance that everything is ok with the product for early majority
• Spread the product to wide masses
• A tiny number of visionary, imaginative innovators.
• Lavish great time, energy and creativity on developing new ideas and gadgets.
• Love to talk about themselves.
• Sincerely love innovations and be the first.
• Quick to make connections between clever innovations and their personal needs
• Love getting an advantage over their peers and have time and money to invest. Fashion conscious and love to be seen as leaders.
• Pragmatists, comfortable with moderately progressive ideas, but won’t act without solid proof of benefits.
• Followers who are influenced by mainstream fashions and wary of fads.
• Want to hear “industry standard” and “endorsed by normal, respectable folks”.
Focus for 2013-2016
Trendsetters=brand ambassadors Core premium segment
ADVANCED • More aware of social trends then others • Confidential, curious, educated, open to new
experience • Enjoying active and varied social life • Looking for brands that fit their status • Looking for brands that are exclusive and
expressive • Pay attention to personal approach in
communication
NEW WAVE CELEBRITY MAGNETS • MUST: they are well known opinion leaders
• Social group of so-called “New elite”: self-made professionals not only earning money, but also contributing to their inner world and developing culture and arts (some of them must be fashion experts)
TARGET AUDIENCE DESCRIPTION
VIPSTERS • New social group of contemporary
intelligentsia, cultural elite • Mature, successful, well-off, self-
established, experienced • Sophisticated connoisseurs with
strong hedonistic motivation • Trey are seriously aware of latest
trends and fashion, try to follow after them
Wide premium audience
Evelyn Hromchenko – famous journalist, television presenter and writer, international editorial director of Les Editions Jalou Paris.
Alexander Vasiliev – famous historian of fashion, interior decorator, designer, author of popular books and articles.
Olga Sviblova – famous Russian curator of art exhibitions, the founder of the Moscow House of Photography and director of the Multimedia
People who are still very close to the brand ambassadors, might be their friends, also stylists, actors of bloggers, etc. Or people from fashion, art and culture industry.
People who are very interested in fashion, art and culture.
COMMUNICATION STRATEGY: ROUTE TO THE MARKET
2016 2013 TA
Brand ambassadors
Core premium segment
Wide premium audience
Brand ambassadors treatment & encouragement
GROWING SEEDING: MOSCOW, ST.PETERSBURG Phase
Brand ambassadors’ recruitment, education and engagement
2014-2015
WOM and interest generation
Participating in the fashion competitions and events organized yearly or special ones by the Brand ambassadors or with their attendance
(e.g. http://www.the-look.ru/content/blog/bizhu-bazar-eveliny-khromchenko )
Brand ambassadors’ mention the brand in their mass-media: blogs, events, private conversations
Vipsters education and engagement via participating in the trendy fashion
events and popular with our TA city exhibitions, entertainment or educational events, places etc.
(http://vintagestory.ru/exhibitions http://www.timeout.ru/journal/
feature/31800/ http://www.seasons-project.ru/
festivals/ http://www.cityclass.ru)
Web-activities: blog and Facebook advertising
RETAIL ENGAGEMENT: • e-commerce via private blog in livejournal.com and facebok.com while creating personal
site • trading in special designer shops, boutiques and galleries (http://www.akcenty.ru http://www.volkhonkafineart.com http://www.artplay.ru )
RETAIL ENGAGEMENT – SECOND WAVE: • e-commerce in conceptual designer portals (e.g.http://www.sundayupmarket.ru,
http://www.trendsbrands.ru/?gclid=CLPE-vX69bYCFad8cAodqgYAZA, http://www.wherewear.ru)
• trading in cultural centers (http://flacon.ru, http://garageccc.com, http://www.winzavod.ru, http://www.zilcc.ru
Advanced youth mass engagement and promotion via articles in popular web-media about the city news (http://www.lookatme.ru http://www.the-village.ru http://www.afisha.ru http://www.timeout.ru/fashion/, http://bg.ru )
Advertising in Press and web-sites about Fashion, SEO
THANK YOU
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