Maladzechna — development of Belarusian national brand

The Molodechenskiy meat factory is an enterprise founded in 1955 in the city of Molodechno in Belarus. Today it is a part of a huge corporate group that is one of the leaders among Belarusian meat manufacturers, suppliers and exporters.

The mixed economy includes many government enterprises on the market. They use government support and administrative resources, which makes private manufacturing in Belarus difficult and full of obstacles from unequal competition to price policy controlled by government. That is why for private enterprises the only way to survive and make a profit is to manufacture high quality and demanded product, and to have very effective management and marketing.

At the beginning of 2016, the Veles-Meat company contacted the KIAN Group with the purpose of developing marketing, product and visual strategies for efficient work and the Belarusian and Russian markets.

The first step of this project was to conduct a large scale study of meat product consumers in Russia and Belarus. It made it possible to identify consumer behaviour, food preferences and potential directions of brand positioning.

We identified that Belarus products are well received in both countries: Russian consumers see the "Made in Belarus" caption as a synonym for quality, natural ingredients and high standards, and consumers in Belarus are very proud of their national products.

As a result of the study stage, we have developed the brand positioning: A new up-to-date Belarusian brand created by the enterprise with a rich history. To strengthen this communication we have proposed the brand's name to be the same as the geographical name of the city of Maladzechna where the products are manufactured.

The visual strategy we have developed explores positioning and combines traditions and respect for Belarus national graphics with modern design trends.

Video:

PLAY production studio

Director: Olga Ivanenko

Producers: Maria Asetskaya

Kian

brand agency