Course assignment for Marketing Communication course in IUJ

1. REBRANDING OFFERFERUZ RAKHIMOV
IUJ MARKETING COMMUNICATION COURSE - 2017

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. Objective
Increase
Mobile Business
Image
in the Company
From Artel market website From official website

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. 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. New model of smartphone by Artel

8. AD Video with Olympics Heroes

9. Official Social Pages
For Artel Smartphones

10. THANK YOU!