MOZO ACCESSORIES BRAND STRATEGY FOR MOZO IN RUSSIA

BRANDING GOALS ON THE RUSSIAN MARKET
  • CREATION OF A BRAND IDENTITY ON THE RUSSIAN MARKET
  • CREATION OF THE RIGHT TARGET AUDIENCE
  • CORRECT AND PROPER BRAND POSITIONING
  • BRAND AWARENESS
TOOLS
  • PERCEPTUAL POSITIONING
  • SWOT
  • DEMOGRAPHIC AND BEHAVIOURAL SEGMENTATION
  • BTC MODEL
PERCEPTUAL POSITIONING
BRAND POSITIONING OF MOZO ON THE RUSSIAN MARKET (RETAIL) IN TERMS OF STYLE OF THE PRODUCT AND PRICE.
BRAND POSITIONING MAP ON THE RUSSIAN MARKET (E-COM) IN TERMS OF UNIQUENESS AND PRICE OF THE PRODUCT.
COMPETITORS STRENGTH IN E-COMMERCE
  • SKINON: 2 DAYS DELIVERY
  • M-VIDEO: 2 DAYS DELIVERY
  • ALIEXPRESS: VARIETY, BUT DELIVERY UP TO 30 DAYS
  • SVYAZNOY: MOSCOW - 2 HOURS DELIVERY, RUSSIA - NEXT DAY DELIVERY + 9 PAYMENT METHODS
  • ROSCASES: 3 PAYMENT METHODS + DELIVERY
  1. MOSCOW - NEXT DAY DELIVERY (250 RUB)
  2. STP - NEXT DAY DELIVERY (250 RUB)
  3. REGIONS: PICKPOINT (250 RUB) + RUSSIAN POST
  • JTCASE
  1. MOSCOW - NEXT DAY COURIER (250 RUB)
  2. MKAD - 2 DAYS
  3. STP - NEXT DAY COURIER (250 RUB)
  4. RUSSIAN POST (300 RUB) - UP TO 10 DAYS
  5. PICKPOINT (280 RUB) - UP TO 10 DAYS
  6. SELF SERVICE PICK UP - 150 RUB
  • CASEBERRY
  1. RUSSIAN POST (125-200 RUB) - 5-20 DAYS
  2. PICKPOINTS (95 - 199 RUB) - 2-15 DAYS
CONCLUSION

COMPETITION IN RETAIL IS WITHIN THE HUGE BRANDS.

COMPETITION IN E-COMMERCE WITH THE LOW PRICES AND FAST DELIVERY.

TARGET AUDIENCE

RUSSIAN CITIZENS WHO ARE INTERESTED IN SCANDINAVIAN DESIGN AND STYLE.

AGE. 20 - 45 Y.O..

PROFESSIONS:

1. ANY ARTISTIC PROFESSIONS: PHOTOGRAPHERS, JOURNALISTS, WRITERS, DESIGNERS.

2. STUDENTS

3. STUDENTS OF ARTS SCHOOLS: JOURNALISM, PHOTOGRAPHY, DESIGN, ARTS, PR, DIGITAL SPECIALISATIONS

4. BLOGGERS

INTERESTS:

1. SCANDINAVIA AND SCANDINAVIAN STYLE

2. FINLAND

3. FASHION

4. STYLE

5. STREET STYLE

6. ECOLOGY AND NATURAL MATERIALS

7. DESIGN (GRAPHIC DESIGN, CLOTHING AND TEXTILE DESIGN)

8. MODELLING

9. PHOTOGRAPHERS

10. JOURNALISM, COPYWRITING

11. ARTS

12. PROGRESS

13. MINIMALISM

DESIGN BRIEF AS A SUPPORT FOR THE POSITIONING

WHAT IS MOZO?

  • SCANDINAVIAN DESIGN
  • ECOLOGICALLY FRIENDLY
  • FANCY AND STYLISH
  • NATURAL MATERIALS
  • MINIMALISM
  • EXPENSIVE
  • UNDERGROUND ON THE RUSSIAN MARKET

WHERE TO GO? HOW TO CATCH?

  • SOCIAL NETWORKS - INSTAGRAM
  • PHOTOS LIGHT, MINIMALISTIC
  • NEW WEB SITE: CLEAN, MINIMALISTIC, VERY SCANDINAVIAN
  • CATCH ONLY BY DESIGN AND STORYTELLING
WEBSITE LAYOUT SAMPLES
COPYWRITING (NOT INCLUDE THE SPECIAL OFFERS)
  • TONE OF VOICE: CALM, PHILOSOPHICAL
  • EMOJIS NOT MANY, CHOOSE SOME, LIKE βœ¨πŸ’«πŸŒΏπŸƒ
  • STANDARDS
  • NO OFFENCE WITH THE "BUY-BUY"
  • STORYTELLING
PHOTOS
  • CALM, RELAXED AND CLEAN TONES
  • MAYBE A BIT DISSATURATED
  • ECLECTIC AND COMPLEXED WHEN TOGETHER
  • LIGHT
  • MINIMALISTIC
  • SUPPORTING THE SCANDINAVIAN BRAND IDENTITY

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