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KITE

An international brand of backpacks, stationery and study accessories. It is sold in more than 15 countries around the world, it is a leader in many markets.
Industry
Textile
Stationery
Accessories
Services
Analysis and audit
Brand strategy
Branding and design
Communication
Challenge: to strengthen the posi­tion as a market leader, to develop a loca­lized growth strategy.
Challenge: to strengthen the position as a market leader, to develop a loca­lized growth strategy.
Brand SWOT analysis.

Analysis of the quantitative studies results.

Portfolio audit, which determined how effectively the assortment portfolio and brand worked for different audiences.

Brand promotion strategy audit.

Analysis and audit

In the course of the work, growth barriers associated with the peculiarities of the local perception of the brand's products were identified. It turned out to be possible to remove these barriers only through the repeated segmentation of customers, a change in the company's brand strategy, followed by a renewal of the brand perception.

Segmentation of the product group was carried out, the product strategy and the assortment matrix of the brand were refined.

A new brand logo, a new slogan for KITE has been developed. First-class backpack (KITE. First-class backpacks), product tag.

Optimized budget for brand promotion.

A communication idea and scripts for an advertising video were developed.

The introductory materials for the production studios were described.

Strategy, branding, communication

Kite™
The budget savings amounted to 15% of the pre-budgeted sum.
M
>2.3
%
+11
The video received over 2,300,000 views on YouTube.
Pre-orders from distributors for the new collection increased by 11%.
%
+15
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PØLARIS Partners provides strategic solutions for marketing and sales. We transform market opportunities, owners goals and company potential into a field of possible competitive strategies.
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Terms and conditions