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Novosibirsk State University of Economics and Management
Новосибирский Государственный Университет Экономики и Управления
Branding as a process of formation of preferences
to the brand through integrated marketing
communications (for example, «AvtoVAZ»)
Брендинг, как процессе формирования предпочтений к торговой марке, посредством
интегрированных маркетинговых коммуникаций (на примере ОАО «АвтоВАЗ»)
Prepair: Fedorova Daria Valeryevna
Подготовила : Фёдорова Дарья Валерьевна
Branding
is a concept application all the best that can
be used for promotion advertising brand
including marketing and PR
A bright example of how, despite the
paradoxical opinion of consumers
about the product, the trade mark is a
brand, can be AvtoVAZ. As we
mentioned earlier, AvtoVAZ produces
cars of the brand LADA.
LADA is a brand designed for a wide
circle of buyers, for everyone who
would like to feel the joy of movement
- that is how company positions itself
in the market.
The company tries to facilitate the task of marketers
on the ground dealerships in all cities of Russia. If
they developing marketing activities, they can find
all necessary information on special marketing
portal LADA.
Special marketing portal LADA
This advertising campaign was the same for all dealers of the brand
LADA, it was held locally with centralized media planning. It involved
17 regions and 100 authorized LADA's dealers
17 regions
100 authorized
dealers
The aim of this campaign was the critical need to tell
consumers about the improvement of consumer
properties of the car. Concept of the advertising campaign
became an idea about "what should be the car"
Brand Lada positioning for consumers
in creation quality vehicles at
reasonable price. Consumers of this
brand want to have cheap car, so
distinguishing feature of the LADA
products is the most affordable prices
in the market segment of new cars
selling in Russia.
The key strategy of the brand consist
that they advertise not exactly cars, but
the fact of the existence of the AvtoVAZ
plant. This is because AvtoVAZ has
decided to focus on the economic
segment.
With selection of a new advertising
strategy, a new benefit of cars was
chosen and it is availability of repair. So
it's one of the most important factors for
consumer.
The target audience is very diverse: new-involved men and women aged 2530 years, students, housewives, novice drivers - traditional advertising
vehicle were selected.
Due to the fact that the Russians still tend to doubt the quality of the Russian
car industry, before advertisers stood besides the main task, one more - to
return emotional connection with the consumer. It was necessary to consider
all the details of promotional image of a user, so he could recognize himself
in it at once.
Advertising in print media
Examples of Internet advertising dealers. Regional
placement
The sites for Internet-advertisement were:
•Yandex.ru
•Mail.ru
•Auto.ru
•Rambler.ru
•Google.ru.
The first week of placement has led to a significant increase in requests:
•New Lada Kalina plus fifty three percent
•Lada Kalina Universal plus twenty one percent
In December the increase in request was preserved:
•New Lada Kalina plus 45 percent
•Lada Kalina Universal plus nineteen percent
Increase site traffic before the start of Internet campaign is directly related to the start of the campaign
on TV.
The accumulated effect of TV campaign to the 2nd week of the placement and also the
implementation of the concept of a TV movie in subsequent banner campaign in the
Internet has led to a significant increase of visits to the site.
So we can confidently say that the advertising
campaign was effective and produced results. The
level of sales of the vehicle exceeded the expected
effect. In December 2013 LADA Kalina came on the
second place in sales. In December was sold 8460
cars, which is 51.6 % more that in November when
advertising campaign began.
Thus, we can conclude that even if the car market is able for the
same money to satisfy consumer preferences, brand LADA was
able to find desired points of impact on consumer and could form
the Unique Selling Proposition so that their brand has become one
of the best selling
THANKS FOR
YOUR ATTANTION!