REBRANDING OFFERFERUZ RAKHIMOV

IUJ MARKETING COMMUNICATION COURSE - 2017

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 USDAndroid ONE (with Google) – 200 USD

Objective Increase Mobile Business Image in the Company

From Artel market website From official website

New Brand Positioning & Strategy

Highprice

Design Features

Lowprice

iPhoneSamsung

HTCLG

Sony

HuaweiLenovoLumia

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 youngVISION:

Young, boy and girls, modern, achieve

VALUE: Style,

Features, cheap

Brand Pyramid & Brand Promise:

Resonance

Judgments Feelings

Performance Imagery

Styled youngStyled;

Featured;Cheap

Achieving;Free;Smart

Style;Price

StrongBrand

position

The most Smartest Smartphones

We used by Symbol of smartness

New model of smartphone by Artel

AD Video with Olympics Heroes

Official Social PagesFor Artel Smartphones

THANK YOU!