2. CV
- Marketing research manager, Strategic planner, Brand Manager

3. 3
Broad marketing experience
2002-2004
2002-2006
2006-2014
Moscow State University of Service
Postgraduate, Economics and
Management
Research Center of Russian
Marketing Association
Senior Research Manager
Marketing and Investment Projects
Deputy Consulting Director
1997-2002
Moscow State University of Service
Marketing

4. 4
Marketing Research + Branding + Marketing Mix + Marcomm
Multidisciplinary expertise
Marketing
Research
Strategy &
Branding
Marketing
Communications
Marketing Mix
In-depth understanding based on ad
hoc research and thoughtful analysis
Target markets, Segmentation &
targeting, Brand positioning, Brand
architecture, naming
Qualitative and quantitative marketing research
skills
F2F, CATI/CAPI, Mystery shopping, Car clinic,
Ethnographic, Concept/Product/Ad testing,
Focus groups, In-depth/Expert interviews, etc.
MarComm Strategic Planning
Brand/Creative/Media
Marketing mix optimization
Merchandising, assortment planning,
pricing, distribution, marcomm

5. 5
Gas stations, Retail, Automotive etc.
Multidimensional competences
Gas stations
Automotive
Banks
FMCG
Museums & Arts
Furniture
Perfumery &
drogerie
Food retail chains
Footwear, apparel,
underwear
Shopping centers

6. 6
Variety of skills
4. Professional in marketing
analytics and statistics (Excel,
SPSS)
3. Master in logical construction of
analytical reports and presentations, artistic
level in design (Power Point Guru)
1. Team leader of complicated
marketing projects
2. Speaker at industry conferences and
seminars with excellent presentation and
negotiation abilities

7. NOT
JUST
RESEARCH
AND
VISUALIZATION
INCEPTION

8. Cases
- Gas Station Branding

9. 9
The basic premise for building a brand portfolio is strengthening the role of
nonfuel and multidirectional nature of the proposal
*PL – Private Labels
Diesel +
additives
LPG
ECO fuel
Alternative
fuels
Oils and
chemicals
Gasoline +
additives
Diesel
PL*
Grocery
Fast Casual
Café
Payment
system
PL
Car acces-
sories
PL
Take-away
food
Restaurant
Service
concept
Gasoline
Brand
Ingredient
Petrol Forecourt
The main purpose of the visit is
fueling
Rest and Service Area
Refuelling is one of the many purposes
Loyalty
Program

10. 10
Big differences between the urban and the transient gas stations cause and
different approaches in branding
Urban
• Take-away food & distress focus
• A wider assortment
• More occasions
• Top-up purchases
• Extended foodservice – well-known QSR*
within
• New points of attraction
Transient / Rural
• The development of RSA*, satisfying the
needs of different groups of consumers
• Car and truck drivers under one roof
• Purchase of fuel as a goal is less
significant
• Valued nutrition and longer visits
focusing
*RSA – Rest and Service Area
*QSR – Quick Service Restaurant

11. 11
As well as its list of specific goods and services,
which are also differently branded
The "Express" concept has its own unique image

12. 12
However, it is extremely rare for Russia, the oil companies do not
solve the issue of separating brands of petrol stations practically
TNK-BP operates in two market niches, skillfully excluding cannibalism
between the two networks
Premium
Economy
Branded
Economy
Mainstream
Full service
• QSR Concept or Hybrid Concept
• High fuel and products prices, premium offer an expanded
range
• Localization only in the cities on the main roads and the
main highways of the country (near the major cities)
• Traffic density of 30-70 thousand vehicles per day
• A large land area - 0.3 - 1 ha
Express service
• Express Concept or Fuel Concept
• Average prices for fuel and products, the standard
range
• Localization - all areas attractive in terms of
efficiency (the traffic density)
• The traffic density of 5-40 thousand vehicles per day
• Small land area of 0.05 - 0.5 ha

13. 13
Brands serve not only the various price niches, but different segments of consumers,
differing behavior, motivation and psychographics
Time stressed
professionals
Brand believers Discriminating
consumers
Frequent
stoppers
Disengaged
purchasers
Old fashioned
traditionalists
Low income
neighborhood
shopper
11%
28%
20% 21%
8%
12%
0,1%Large cities
Regional
markets
Time stressed
professionals
Brand believers Discriminating
consumers
Frequent
stoppers
Disengaged
purchasers
Old fashioned
traditionalists
Low income
neighborhood
shopper
7%
13% 19%
27%
18% 16%
0,4%

14. 14
Umbrella brand
Premium Fuel
Retail chain brand
Umbrella fuel brand
Extensions
Fuel types (octane)

15. 15
Brand ingredient - an additive or technology
Standard Fuel
Retail chain brand
Fuel types
Brand ingredient Brand ingredient
Regular
Plus
Diesel
Regular
Plus
SupremeDiesel

16. 16
From the creation of chemicals PL business is gradually moving to food
The own brand creation significantly increases the profitability of the retail business
Fresh & Top-up
G
F
D
C
B
A
Chemicals
Oils
Car accessories Brand support:
• Petrol station brand (souvenirs & lighters)
• Branded fuels (energy drinks, souvenirs)
• Food-service brand (tableware to go)
• Sports Club (symbolics)
Car care products Food-to-go

17. 17
Forecourt branding is a structure that increasing complexity with each passing day
Corporate
Gas station chain
Fuel
Offer Concept No brand No brand
Foodservice No brand No brand No brand No brand
Lubricants
Car accessories No brand No brand No brand
Fresh food & top-up No brand No brand No brand No brand No brand
Loyalty program

18. Cases
- Automotive Branding

19. 19
Perceptual Mapping
Prestige
Masculinity, functionality, quality
Femininity, design, sporting
Low-cost
For Russian conditions
For poor roads
Masculine
Inexpensive maintenance
Affordable
Pragmatic
Classic
Family
Widespread High-quality
Reliable
Ecofriendly
Youth
Original design
Joyful
Vivid
Sporting
Dynamic
Ambitious
Innovative
Prestige
Successful
Comfort
Safe
Powerful
TraditionalMultipurpose
Feminine
2008
Prestige
Sporting
Pragmatic
Traditional
Youth & Feminine
Asian low-cost
Russian low-cost
Emerging & Leaders
2008
2008
2008
2008

20. 20
Perceived value of LADA – possible actions
Exploit
Company’s strengths
(advantages)
Dispose
Company’s weaknesses
(threats)
Adjust or form
Unique Company’s position
LADA SAMARA
• Ease of driving
• Maneuverability
• Low price
• Good handling
• Restrained design
• Fast depreciation
• Low reliability
• low resale value
• Low security
• Poor insulation
• Small cabin space
Perceived quality
• Easy to find spare parts
• Low cost of maintenance and repair
• No queues for buying
Reputation
• For middle class
• For practical people
LADA KALINA
• Economy
• Comfort
• Availability of spare parts
• Ease of driving
• Maneuverability
• Spacious interior
• Fast depreciation
• Low reliability
• High price
• low resale value
• Low security
Perceived quality
• Poorly differentiated position (closer
to foreign cars)
Reputation
• Female car for the middle class, which
worth more than evaluated
…

21. 21
Perceived value of the competitors – counteraction ways
Maintain parity
Competitors’ strengths
(threats)
Exploit
Competitors’ weaknesses
(opportunities)
Differentiate
Unique competitors’ positions
DAEWOO NEXIA
• Convenience for the driver
(ergonomics and comfort)
• Good handling
• Power
• Efficiency
• High reliability, and low
depreciation
• A car that's not scary to leave
• Little cabin space
• Low cross-country ability
• Small size
Perceived quality
• Poorly differentiated position
Reputation
• Poorly differentiated position
RENAULT LOGAN
• Convenience for the driver
(ergonomics and comfort)
• Good handling
• Power
• Maneuverability
• High reliability
• No Perceived quality
• Easily transformed salon,
• Spacious interior
Reputation
• Poorly differentiated position
…

22. NEW LOW PRICE
Cash Cow
NEW HB
Niche
NEW CUV
NEW MIDDLE
Cash Cow
NEW LARGE
Niche
2105/07
Cash Cow
SAMARA
Cash Cow
KALINA
Niche
10 Series
Weak
PRIORA
Cash Cow
4x4
Niche
C
SUV
Brand-Product Matrix
Current model Prospective model
NEW SUV
Niche
Leverage
B/C
Endorsement Endorsement 22

23. Brand identity
More value for money
Calm, balanced, stable, mature, family, practical
Service oriented, pragmatists
At comparable costs the consumer gets more than he
would get from competitors: more space, extended base
models, refined design, and besides - quick and easy
purchase, maintenance and repair, a wide dealer network
Made in Europe (not China), collaboration with famous
foreign OEM, using of its competences and
technologies, which significantly affects the
improvement of quality, reliability (rarely broken),
active and passive safety features, high resale value
23

24. 24
Proposed brand audit system
5. Brand attitude
in the media
8. Sales volume,
market share
1. Brand awareness
9. Product & Pricing
10. Communications
effectiveness
2. Adequacy of the perception
of advertising and PR
4. Comprehension
(planned vs perceived)
7. Customer satisfaction
& loyalty
6. Gap analysis
3. Brand image
& differentiation
analysis

25. Cases
- Footwear marketing

26. 26
The main question is whether it makes sense deal with retail?
There is no point in production without own retail network. Retail business can be
practiced without their own production, and capital structure used for more effective
investment.
In Russia 90%of shoes sold are imports. Of course,
the bulk of this is China production. In this regard, we
can speak about Russian footwear market not as a
market producer, but as a retail, consumption market.
Footwear manufacture for Russia

27. 27
Today beauty does not scare!
Narrow and out-of-date understanding of target customers
• Target segments are defined too broadly and
simplistically (gender, age, price, convenience)
• Profile segments are described insufficiently, they
capacity, attainability and competitiveness capabilities
are not determined
• It seems that the production of the Company is for
women and a man tortured by the sick and swollen
feet, which do not want to be beautiful
• Studies show that even if it did, people do not want to
see themselves as such.

28. 28
Shoe stores follow the path to increase the area, improve the design, quality of
service and improve marketing tools
Supermarket
Shop-in-shop
store
Butique &
Concept Store
Butique
Minimarket
Discounter
Low
Middle
Upper
• Area growth
• Design improvement
• Improving marketing
• Quality of service
Tomorrow
• The growth of price
and quality
• Design improvement
• Improving marketing
• Quality of service

29. The level of competition in the domestic retail market of shoes is estimated as average
But while there is still an opportunity to fight ...
29
Budget Moderate Contemporary
• The market is gradually consolidating, the big players appears. For
example, "Centr Obuv" "which takes leading position in the
economy segment niche has more than 1,000 stores and good
financial performance.
• Besides, since the footwear market is quite capacious, it is still a
place for 5-7 companies of the same scale.
• If we talk about the mid-price segment, then it does have a few key
players, but there are no the clear leader in scale business
comparable to “Centr Obuv"

30. 30
“Footwear of Russia” price positioning
30
Low
50%
Middle
35%
Upper
15%
Footwear
market in
Russia
Budget Moderate Contemporary Better Bridge diffusion
labels
Pret-a-porter
designers
Pret-a-porter de
luxe
10%
40% 25% 10%
6% 5% 4%
-1,5 1,5-3 3-5 5-7 7-10 10-15 15+
Price
thousand
rubles per
pair
Russian
market
structure

31. 31
At the heart of the new store - an integrated marketing approach
*USP = Unique Selling Proposition
POP = Points Of Parity
RTB = Reasons To Believe
Marketing
Strategy
*
BRANDing
• Regional clusters
• Population
• Online Shopping
• Restrictions on the
flow intensity
Target geo markets Target segments
• Strategic segmentation
• Loyalty segmentation• Brands architecture
• Retail formats
• Price positioning, USP
• Point of parity (POP)
• Personality (values, character, benefits,
attributes, RTB)
• Identity (logo, naming, brand book,
shopping facilities, staff)
• The strategy of its own production and
working with suppliers (components and
full cycle)
• The strategy of working with sales
channels: retail, whosale,
franchising
• Retail channels: shopping malls,
street retail, shoes courts etc.
• Assortment policy, collections
renewal strategy , the design concept
• Pricing policy, the list of pricing
strategies, including special offers,
related items and private labels
• The basic principles
• Planning, zoning, flow control
• Planograms
• Atmosphere
• Target Audiences
• Creative strategy
• Media Strategy
• Social Media
• Digital Marketing
• CRM and loyalty programMarketing
Mix
Assortment and pricing policy
PromotionMerchandising
Distribution

32. Cases
- “Lay’s Strong” Creative Brief

33. ToneMessageCompetitors
Target
Audience
WhatWhyRTBAims
Why? What?
“Lay’s Strong” Creative Brief
• Launching a new flavor of Lay's Strong - aspic with
horseradish.
• Expanding consumer audience: strengthening the
relationship with the common situation of chips - beer
consumption.
Why are we communicating?
What is the problem or opportunity we
are addressing?
• Announce a new flavor, while maintaining an optimistic
and bright character of the brand Lay's.
• To master the new positioning - snack to beer.
• Create interest and involvement of the target audience,
stimulate trial purchases.
What do we expect
communication to do?
How will it exploit the problem or
opportunity? What is the role of the
communication and how will we
measure its success?
Client: Frito Lay
Brand: Lay`s / Lay`s Strong
Product: Chips / Extruders
Media: TV + IMC
33

34. ToneMessageCompetitors
Target
Audience
WhatWhyRTBAims
Target, Competitors, Insights
“Lay’s Strong” Creative Brief
Target audience:
• M/F; 18-30; singles; consume alcohol; especially beer;
income level is average, below average; from worker to
office worker; do not chase fashion and brands,
preferring the simple style of dress, not glamor.
Consumer insight:
• Chips are an integral part of the beer-drinking
• Young people need social approval, especially of their
peers (in all matters, including in beer and snacks for
beer)
• There is a stereotype concerning the unnaturalness of
chips
Whose behavior are we
trying to affect? What is our
insight about the customer?
Describe the customers as people, in
relationship to the brand, in terms of
new insights. How do they behave,
think and feel now? What is our
desired state?
• Despite the fact that salty snacks are a priori associated
with beer, currently competitors can not directly show
the consumption of beer in their commercials, due to
legal restrictions.
What is the competitive
opportunity or insight?
What is our competitive frame in this
execution? What is the “white space”
or opportunity? Who will lose the sale
we gain?
34

35. ToneMessageCompetitors
Target
Audience
WhatWhyRTBAims
Message, RTB
“Lay’s Strong” Creative Brief
Message / Hot Spot:
• First chips that have been created specifically for the
consumption with beer
Suggested Approach:
• Recreate one of the situations of beer consumption
by including various established "beer" characters,
while replacing the beer itself with Lay's Strong packs.
Such a way, on the one hand, clearly describe the role
of a new product, on the other - make it according
with the brand and within the law.
What is our core campaign
message?
What we need to say to the people to
exploit the competitive opportunity? If
this is a direct piece, the offer should
be included here as well?
• Lay’s Strong chips are made from natural potato
• Due to such a special shape, they have a more intense
flavor than regular chips
Reason to Believe / Why is
this true?
What do we know about the client that
gives permission to believe and will
convince them we can deliver? Does
this provide, in the simplest terms, real
beef for the creative team to work
with?
35

36. ToneMessageCompetitors
Target
Audience
WhatWhyRTBAims
Aims, Tone and manner
“Lay’s Strong” Creative Brief
Feel:
• Good mood in anticipation of a holiday in friends’
campaign (e.g., beer pub)
Believe:
• Lay's Strong chips are designed specifically for use as a
snack with beer
• My friends believe and do the same
• Lay's Strong chips are made from natural potato
Do:
• Make a trial purchase of Lay’s Strong chips
What is it we want people to
take away?
What should they feel, in what should
they believe and what should they do
after encounter with our ad?
• Fun and delicious, music, encouraging action, festive
atmosphere, youth, positive campaign, beer pub
How do we say it? How will
we be heard?
What is our voice? How will this
advertising look, feel, sound so they
can hear and best relate to us? What
other brand assets can we leverage?
36

37. Cases
- IKEA “Everything in the house” Creative Brief

38. ToneMessageCompetitors
Target
Audience
WhatWhyRTBAims
Why? What?
IKEA “Everything in the house” Creative Brief
• Release of the new IKEA catalog 2012
Why are we communicating?
What is the problem or opportunity we
are addressing?
Client: Ikea Russia
Brand: Ikea
Product: Furniture & accessories
Media:
• TVC, OOH, radio, press, subway, promo website vsyovdom.ikea.ru, Facebook, VKontakte, IKEA FAMILY mailing,
POSM/MEGA
• Interactive installation with live entertainment in Gorky Park
• Mobile version of the promotional website vsyovdom.ikea.ru (conversion by QR-code from OOH)
• Quest to find "proprietary values", hidden on city streets
• Competition for the best story about "proprietary values" on the project website, and then short films based on
the stories of the winners
• Involvement of well-known musicians, playwrights, directors
• Creating a song on the subject, the rotation on the radio
• Premiere show of films and song presentation in cinema club
• To declare release of the new IKEA catalog 2012
«Everything in the house»
• Convey the key idea of catalog for 2012 - storage for
favorite things, as well as solutions for organizing small
spaces
What do we expect
communication to do?
How will it exploit the problem or
opportunity? What is the role of the
communication and how will we
measure its success? 38

39. ToneMessageCompetitors
Target
Audience
WhatWhyRTBAims
Target, Competitors, Insights
IKEA “Everything in the house” Creative Brief
Target audience:
• M/F; income level is average, below average; focused
on comfort in the house, like things, visit IKEA, in most
car owners.
Consumer insight:
• Russians do not like to part with things. Some items,
whether grown children toys or funny hat from a trip
abroad, are carefully stored, helping owners relive
pleasant moments associated with them. Therefore, for
most Russian families living in small apartments,
storage question is very relevant. And here we need
IKEA, known for its original ideas and practical solutions
for the arrangement of even a small space.
Whose behavior are we
trying to affect? What is our
insight about the customer?
Describe the customers as people, in
relationship to the brand, in terms of
new insights. How do they behave,
think and feel now? What is our
desired state?
• Among the competitors: Shatura, Dyatkovo, Maria’s
Kitchen and others.
• Only Maria's Kitchen is positioning itself not only on
rational attributes, involving Gerard Depardieu in
advertising, and using the slogan "When the kitchen is
fun."
What is the competitive
opportunity or insight?
What is our competitive frame in this
execution? What is the “white space”
or opportunity? Who will lose the sale
we gain? 39

40. ToneMessageCompetitors
Target
Audience
WhatWhyRTBAims
Message, RTB
IKEA “Everything in the house” Creative Brief
Message/Hot Spot:
• Proprietary values. The things that we hold are dear
to us by stories that they keep.
• Things are part of our lives and often make us relive
the feelings associated with moment of their
appearance. These treasures deserve to be carefully
preserved. The main thing is that they have their own,
well-deserved place in the house.
Suggested Approach:
• To reach the hearts of Russians – enter into emotional
contact, to correct the image of the IKEA brand from
the level of positioning on attributes and benefits
toward value orientations: understanding the Russian
soul, its sensuality and nostalgic.
What is our core campaign
message?
What we need to say to the people to
exploit the competitive opportunity? If
this is a direct piece, the offer should
be included here as well?
• IKEA focuses on storage systems, creating thousands of
solutions for the proper storage, including for small
spaces.
• IKEA supports the desire of the people to keep order in
life and save all things dear to them.
Reason to Believe / Why is
this true?
What do we know about the client that
gives permission to believe and will
convince them we can deliver? Does this
provide, in the simplest terms, real beef
for the creative team to work with?
40

41. ToneMessageCompetitors
Target
Audience
WhatWhyRTBAims
Aims, Tone and manner
IKEA “Everything in the house” Creative Brief
Feel:
• Pleasant wrenching feelings of warmth from the
interaction with things and interior solutions that help
keep them, from interacting with IKEA
Believe:
• IKEA is suitable for all ages and income
• IKEA offers a very convenient solution for storage and
organization of spaces, including in small, Russian
apartments
• IKEA thinks about the Russians and trying to
understand the Russian soul incomprehensibility
Do:
• To learn about the new IKEA catalog, visit the IKEA
stores, enter into interaction with IKEA on a
permanent basis
What is it we want people to
take away?
What should they feel, in what should
they believe and what should they do
after encounter with our ad?
• Nostalgia, warmth, pathos, poetry, melancholy, family
values​​, kindness, atmospheric
How do we say it? How will
we be heard?
What is our voice? How will this
advertising look, feel, sound so they can
hear and best relate to us? What other
brand assets can we leverage?
41

42. Cases
- Calvé Light. Re-launch Communication Platform

43. Calvé is well known brand with strong differentiation
Core Essence: The world as a cookbook
Target Segments: Family 2.0 making positive life choices instead of just living . They
rely on themselves, not on somebody else (government, parents, God)
Personality: Modern, bright, dynamic, is interested in life
Emotional benefits: Inspires and helps to improve the taste of life. Facilitates the
selection of positive food. Gives the atmosphere of favorite dishes.
RTB: Since August 2012 Calve mayonnaise made ​​by the new recipe
using 100% natural ingredients.
Rational benefits: Sophisticated and diverse tastes, premium
quality
Calvé brand is well known in the market, having a number of stable rational and
emotional benefits

44. 44
Consumers are practically unaware of its benefits, with the exception of the prefix "Light"
However, Calvé Light was not supported since 2009

45. Calvé Light possesses unique RTB - citrus fibers
Headline • 3 times less fat
Benefits
• Improves digestion - by consuming Calvé Light, it's so
easy to maintain a beautiful shape and look great
without giving up favorite foods
RTB
• 3 times less fat
• Contains citrus fibers, which are prebiotics that
promote rapid digestion
• Premium quality
Calvé Light possesses not only a number of advantages inherent in
the category of light mayonnaise, but also a unique RTB - citrus fibers

46. Sloboda BioLight communicates more RTB and benefits
Headline
• It’s easy to weight easy (to have a light weight)
• Pre biotic
Benefits
• You can not deny yourself the pleasure to
enjoy the taste of mayonnaise, getting the
benefit of prebiotics instead of extra calories
• Normalizes metabolism
• Stimulates the growth of bifidobacterium
• Rejuvenates cells
• Increases the overall tone
RTB
• Light 35%, Extra Light 25%
• 100 organic, organic control
• Contains a natural prebiotic fiber and
antioxidants
• Contains Vitamin E
Sloboda BioLight positioned as well as Calve Light (except citrus fibers), but it
communicates more RTB and benefits

47. Ryaba Light Provencal - family positioning and emphasis on taste
Headline
• This means to be delicious!
• 2 times less calories
Benefits
• Minimum calories and maximum taste
of favorite dishes
RTB
• Does not contain sugar. Sugar is replaced
by fructose.
• 100% organic
• Free from artificial flavorings
• GMO free
• Free from artificial colors
• No artificial preservatives

48. Mr.Ricco Light – explains the lightness as “light flavor"
Headline
• Premium Quality
• Light flavor
Benefits • -
RTB
• Free from artificial flavorings
• GMO free
• Free from artificial colors
• Premium Quality
• No cholesterol
• Bio Control

49. Moscow Provencal - "the classic real taste“, explains the lightness only as "30%"
Headline • The classic real taste
Benefits • Makes light meals tastier
RTB
• 30%
• Spicy and delicate, but it has half the calories than
the Classic Provencal
• Mayonnaise "Moscow Provencal" is prepared in
accordance with the traditions of mayonnaise that
were born over 70 years ago at the Moscow Oil
Factory, and has a classic taste, familiar to millions
of people.
Moscow Provencal communicates "the classic real taste“ and explains the lightness
only as "30%"

50. Sloboda
BioLight
Mr.Ricco
Light
Ryaba
Light
Moscow
Provencal
GAP 1
GAP 2
Calve
Light

51. Consumers have a variety of negative bias against mayonnaise, including "light"
Description text 2
• The high fat content and
low fat content is
achieved by thickening
and starches
• The use of cheaper
types of oils - transgenic
oils
• Flavor enhancers - food
drugs
• Vinegar instead of
lemon juice
-
• Improves the taste of any
product and allows you to
quickly get enough of even
simple food, getting
pleasure from the process.
• The result is improved
performance and mood.
+
Consumers have a variety of negative bias against mayonnaise, including "light“. According
to them reducing the amount of fat and calories suffers product taste and quality

52. But! That citrus fibers make it possible to
maintain the consistency and taste of
regular mayonnaise without the use of
starches and thickeners

53. Slim figure is considered as one of the most
important elements of beauty. Healthy
lifestyle, consumption of "light" low-calorie
foods are becoming more popular
But while few women 25-35 are ready to
give up all the pleasures of life for the sake
of the perfect figure!

54. Many people think that the time to take care of
the figure starts before the summer season -
when it’s time to wear short dresses and bikinis.
Yes, it's true ... But not all!
I appreciate my figure every morning
looking in the mirror.
Therefore for me BIKINI SEASON equals
UNDERWEAR SEASON.
Consumer Insight:

55. INCEPTION
EMOTIONAL DIFFERENTIATION:
For me BIKINI SEASON equals UNDERWEAR SEASON
RATIONAL DIFFERENTIATION:
Citrus fibers are not only useful prebiotics, but also greatly improves the taste and
consistency of light mayonnaise
+ 3 times less fat

56. Cases
- Sony Cyber-shot DSC-QX100/DSC-QX10
Segmentation, targeting and positioning

57. BE MOVED 57
Smartphone attachable lens-style camera Cyber-shot DSC-QX100/DSC-QX10
Product advantages
Essence • Go smarter. Your smartphone. Our camera. The perfect match for stunning image quality.
Benefits
• Unique ways of shooting
• The freedom to zoom and shoot in the dark
• Connection with your mobile devices
• Sharing images directly from the camera
• Control with the smartphone

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Different types of cameras are characterized by two key characteristics: quality vs portability. More cumbersome and
professional cameras are mainly used for special occasions, while compact and mobile solutions more suited to everyday use.
New SONY camera for the first time stands at the junction of the stunning combination of quality and mobility.
Competitive Landscape
Quality
Mobility
SLR
Hybrid
Compact
Smart
phone
Camera
phone
Special Occasion
Everyday Use

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We used customer segmentation based on consumer preferences for different types of cameras in different
consumption situations, lifestyle and social value orientations.
Photo Segments
Segment potential (size, growth)
SONYNPattainability
PRO
Passion
ate
Regular

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Professional
Description
Professionally engaged in a photo, or a passion on the verge of professionalism. Very well
versed in the subject. Follows the novelties tends to buy them. Has several cameras of
leading manufacturers (Canon, Nikon), several lenses, special equipment, lights. Quality
maximalist, demonstrates a strong commitment to one brand. Different income, but
regularly spends large sums on photographic equipment.
Special Occasions
Often arranges a photo shoot in the studio or in the open air. Not trying to take pictures of
everything, more selective, think carefully about the details and preparing.
In the journey will take with him a great camera and a bunch of accessories, despite the
inconvenience. On special occasions (concert, child's party at school, at work holiday) also
prefers a great camera with the necessary accessories (flash, lenses, etc.)
Everyday Use
Often takes SLR camera with him. Usually takes an universal one or more lenses for
different purposes. As a rule, does not use the camera in his smartphone, or uses very
rarely.
Key Drivers
Recommendations of professionals. New features to improve the capacity and quality of
shooting (in the body, lenses, accessories, light)
Retail Channels Specialized photo stores, including online shops. Can view offline, then order online.
Media Channels Sites of manufacturers, specialized sites, equipment reviews, professional societies
Probability of self-use Low
Probability of gift High
Small,
stable
Size Attractiveness
5

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Passionate
Description
Amateur, picture - one of the hobbies or the main hobby for some period of life. Very well
versed in the subject, follows the novelties . Less pretentious in choosing brands (not
necessarily Canon, Nikon). Quality is important, but does not be absolute. With good
marketing can buy less professional, but a hybrid solution. Puts his works on the web
resources pleased when getting good reviews.
Special Occasions
Often takes pictures of everything and everyone, less selective. In the journey he would
take with an SLR camera or quality hybrid. Willing to sacrifice convenience. The same
behavior on special occasions. In most cases, uses a single camera with a versatile lens, but
can hold multiple lenses. Additional equipment is less important.
Everyday Use
Often wears a camera with him, maybe not every day.
Uses the camera in his smartphone for non-essential reasons, such as corporate party or
pampering. Nevertheless, the size of the main camera matters – he is not ready to make
great sacrifices every day.
Key Drivers
Hybrid solutions. New features to improve the capacity and quality of shooting .
Recommendations of professionals.
Retail Channels Specialized photo stores and electronics stores, on rare occasions - mobile shops
Media Channels Specialized sites, equipment reviews
Probability of self-use Medium
Probability of gift Medium
Medium,
stable
Size Attractiveness
3

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Regular
Description
Ordinary person, ordinary situations photography - holidays, campaigns, kids. Gives less
significance to the quality of photos, often opting for compact solution for all occasions.
Previously, he had a simple hand-held camera , today - continues to use the same or
switches on a smartphone. Sometimes he uploads photos in social networks of those "I'm
on vacation in different places" and "my beloved children“. Not committed to a particular
brand, rarely changes gadgets.
Special Occasions Standard situations - uses a compact solution (simple hand-held camera or smart phone)
Everyday Use
If he has a smartphone, he can take pictures by them sometimes, but not often. If he does
not have a smartphone - he does not wear a camera with.
Key Drivers Price, appearance, promo
Retail Channels Primarily offline stores - mobile devices and electronics stores
Media Channels Standard media mix
Probability of self-use Low
Probability of gift Low
Big,
declining
Size Attractiveness
4

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Gadgetholic
Description
Trying to acquire the entire arsenal of modern digital technology. It is important to have
the latest version. Well versed in his gadgets, tracks all novelties, willing to spend big
money to buy a new toy, he is upset if he can not get it, loves to talk about his passion.
Photography is one of the hobbies.
Special Occasions
Picks himself a special gadget for every occasion for sure - whether it is a vacation or a
concert, or a reunion. It is important to demonstrate to all of its unique features.
Everyday Use Constantly carries with him different set of gadgets, including with photo opportunities
Key Drivers The market novelty – to be the first. Unusual features, the more unusual - the better.
Retail Channels The first - online shopping
Media Channels Specialized websites, gadgets reviews
Probability of self-use High
Probability of gift HighMedium,
growing
Size Attractiveness

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Social Crazy
Description
The younger generation, "displaced" on social networks.
Always online.
Constantly on social networks, actively uploads his photos. Actively uses Instagram.
It is important for social approval (not to be worse than others).
Unconfident (I want my pictures to be liked). Primarily makes photos by smartphone,
primarily himself. More female type of behavior.
Image quality is determined by the quality of "how I got"
Special Occasions Standard situations - uses a compact solution (simple hand-held camera or smart phone)
Everyday Use Often shoots by smartphone and uploads photos online. Does not wear a camera with.
Key Drivers Price, trendy, appearance, possibility to quickly upload to the Internet
Retail Channels Primarily offline stores - mobile devices
Media Channels Standard media mix, a special focus on social networks, instagram
Probability of self-use Medium
Probability of gift Medium
Medium,
growing
Size Attractiveness

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Target Segments & Positioning
• Income B, C
• Males/Females
• 18-35
• Big cities (1 million+)
• Owners of smartphone priced from 15 thousand rubles
• Have an account in social networks
Surprise. Quality. Every day.
Passionate Gadgetholic Social Crazy
Surprising camera angles
with stunning quality.
Every day.
Surprising detail among your
gadgets. Every day.
Surprised by you. Stunning looks
and selfshots are instantly
online. Every day.
Primary TASecondary TA

66. valeriyvelikanov@gmail.com
+7 (916) 841-36-72