Updating the brand - one of the leaders of pelmeni category
The "Turakovskie products" company - a small company, which owns a chicken farm in one of the most ecological areas of the Moscow region and has been working in the market of meat products more than 20 years. The product range includes a wide number of categories, but the most famous brand – is a "Turakovskie" pelmeni, presented in the lower price segment by 9 types of products with different fillings. Small production and producer’s location determine the main geography of sales: outer zone shops in the Moscow region and neighboring regions of Central Federal District.
In order not only to maintain the position in a highly competitive environment, but also to build up an additional sales in the face of declining purchasing power of the poor, the company "Turakovskie products" refer to the DDVB agency’s specialists.
The agency has proposed to the "Turakovskie products" a new concept of positioning, aimed at the unpretentious, traditional, familial and thrifty consumers. Characteristics of the target audience and the specifisity of the category are reflected in the character of the brand. "Turakovskie pelmeni" - "pally", reliable and "warm" brand, which appears to help at the right moment, generously giving all you need.
All these features, as well as the historically strong position of the brand in the economy segment make it really "national", that could speak with the consumer "the same language" - a simple, understandable and friendly.