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.