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Artel - Rebranding offer

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Course assignment for Marketing Communication course in IUJ

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Artel - Rebranding offer

  1. 1. REBRANDING OFFERFERUZ RAKHIMOV IUJ MARKETING COMMUNICATION COURSE - 2017
  2. 2. Current brand Image & associations: •National Brand in Uzbekistan; •Main products: Home appliances; •Statistics (2015): • 92 thousand refrigerators • 123 thousand LED TV-sets • 180 thousand mobile phones •2020 Plan: 1 bln. Mobile phones •Expanding to Russia, Kazakhstan,… 2 smartphones: P1 – 150 USD Android ONE (with Google) – 200 USD
  3. 3. Objective Increase Mobile Business Image in the Company From Artel market website From official website
  4. 4. New Brand Positioning & Strategy High price Design Features Low price iPhone Samsung HTC LG Sony Huawei LenovoLumia Samsung2 Strongly positioned Weakly positioned Artel Artel Main smartphone users Premium 15 bln. Smartphone users in Uzbekistan Main smartphone users are young generation Our New brand will designed for youth Cheap, styled and featured (smart) MISSION: Feeling smart, styled and young VISION: Young, boy and girls, modern, achieve VALUE: Style, Features, cheap
  5. 5. Brand Pyramid & Brand Promise: Resonance Judgments Feelings Performance Imagery Styled young Styled; Featured; Cheap Achieving; Free; Smart Style; Price Strong Brand position The most Smartest Smartphones We used by Symbol of smartness
  6. 6. New model of smartphone by Artel
  7. 7. AD Video with Olympics Heroes
  8. 8. Official Social Pages For Artel Smartphones
  9. 9. THANK YOU!

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