Development of a marketing and visual strategy for a regional market leaderThe Kiprino holding company brings together more than twenty agricultural, industrial and commercial enterprises within Siberia, the Altai region and the Far East. In order to expand the sales territory and expand in the central region of Russia, our client took the decision to develop and promote the Kiprino brand. TASKKIAN was tasked with the development of marketing and brand positioning strategies for the Kiprino. In addition KIAN was tasked with the creation of a visual concept for the brand, and to provide a unique identification mark on the shelf, in light of the fact that the bulk of sales derive from self-service stores that are usually dominated by a chaotic product layout.SOLUTIONThe analytical stage of development, including a series of quantitative and qualitative research, revealed that consumers within this sales territory look for organic and natural characteristics when choosing a product of this nature. The analysis also revealed that the place of production, Altai, represented a guarantee of these characteristics. In light of this, the decision was taken to position the Kiprino brand as that of a product made amongst the mountains, emerald meadows and cool mountain rivers of Altai, the most ecologically clean area of Russia.The positioning strategy was supported by the visual concept of the brand. The emotional character of the brand, i.e. the heart, was embodied in the slogan "The Heart of Altai", and the graphic image of a clover that symbolizes nature, ecology and a blooming Altai field. The design of the packaging was implemented in bright, optimistic colours with author's illustrations to further develop this concept.
