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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