Brain Trust team presentation

2. Nordea Bank,
investment department
intern
HLB “Universe-audit”,
trainee
Pavel
Savelyev
Inna
Sokolova
Leysan
Gubaydullina
Ekaterina
Biriukova
Ilya
Borisov
+7 (967) 081 9155
leysan.g.i@gmail.com
+7 (925) 185 7562
borisov.ir@gmail.com
+7 (925) 129 0640
ek.birukova@gmail.com
+7 (915) 114 9209
inna.sokolova@hotmail.com
+7 (964) 763 6770
pass1506@gmail.com
CMASF, intern
PwC, intern
TLS, financial services
Jonkoping International
Business School,
exchange program
Smart Step,
Project Manager
• Current flow analysis
• Short-term strategy
• Current flow analysis
• B2C analysis
• Additional flow
analysis
• Long-term strategy
• Presentation
• Social activities
analysis
• Additional flow
analysis
• B2B analysis
Home Credit and
Finance Bank, intern in
Direct Sales Department
Winner of the business
game Secrets FMCG 2
NORBIT, intern
Future Today Case Cup,
Pretenders cup winner
Sanofi,
Marketing Intern
Open Case Club, Head
2

3. 3
Current flow Additional flow B2B B2C
Social
activities

4. The choice of promotion channels and tools heavily depends on purposes
which Gallery is achieving
4
To improve Hyundai brand awareness
Main purposes of the Gallery
To acquaint the potential audience with new
models, technologies and history of the brand
Primary objectives of Gallery promotion strategy
Wide coverage
High-quality
communication
Inducement to
purchase
Positioning for all the promotion channels will be based
on:
Brand values
New
technologies
History

5. The short-term PR-strategy is aimed at the maximum coverage, while the
long-term PR-strategy is focused on maintaining strong visitor flow
5
Short-term strategy Long-term strategy
Work with the
current flow
(ATL+BTL)
Mass promotion
(ATL+digital)
 Auto flow
 Transport flow
 Pedestrian flow
 Website
 Social Media
 The press and others
Work with the
Muscovites
(ATL+BTL)
Work with the
tourists
(ATL+digital)
 Social media
 Travellers websites
 Others
The maintenance of high flow of tourists
and re-attraction of the Muscovites
Guaranteeing maximum flow of visitors at
the earliest possible date
Additional
opportunities
 For business (B2B)
 For kids, pupils, students
New place for Muscovites and the current
flow to visit
Compulsory point of interest for all visitors of
the Capital
 Social media
 Entertaining websites

6. 6
.
Maximum
coverage
Current flow
Additional flow
Instruments
ATL
+
BTL
ATL
+
Digital
Target audience
 Auto flow
 Transport
 Pedestrian flow
 Muscovites
 Tourists
At the beginning it is necessary to advertise the Gallery as extensively as
possible to create Word-of-mouth effect

7. One needs to attract auto flow in the Noviy Arbat, Novinskiy boulevard
and nearby streets
7
H
Guaranteed transport
flows
Flows from nearby streets
(potential)
Points where the
advertisement should be
placed
. .

8. Auto flow can be effectively attracted by outdoor advertisement:
billboards, screens and posters
8
Noviy Arbat, 21
Auto flow: 69 000
Auto passengers: 124 000
. .
GALLERY
Billboard
GALLERY
Poster
Screen
GALLERY

9. 9
The passengers of public transport going through Noviy Arbat and
Novinskiy boulevard should be attracted to the Gallery
Noviy Arbat
Bus routes: 39, 6
Trolleybus routes: 44, 2
Novinskiy Boulevard
Bus routes: 132, 64
Trolleybus routes: 39, 79к, Б (red), 10, 79
. .
Outdoor advertising at the
bus stops
 more than 2000 people
passes through a bus stop
every day
 people wait for transport at
bus stops for 5-10 min
Advertising outside of buses
It is always attractive
Video advertising inside of
buses
Video screens inside the bus
don’t annoy bored passengers

10. . .
Arbat is a favorite place of many Muscovites and tourists. We should use
magnet places to attract pedestrians from this street to the Gallery
Street Cultural points of interest Others
Museums
Pushkin’s, Tsvetaeva’s, Lermontov’s,
Okudjava’s
Movie theatre «Khudozhestvenniy»
Theatre
Vahtangova
 The Mirror Labyrinth
 "Prague" Hotel
 Trailer cafe
 McDonald’s
 Gift shops
 Restaurant «Prague»
 Tsoi wall
 Monuments
 Artists
 Musicians
 Other
Fliers, joint actionsInteractive standsA set of unique activities
10

11. Tsoi wall Underpass
between the Khudozhestvenniy
Cinema and the Arbat
Artists Russian "Walk of
Fame"
. .
Generally, unique unusual activities are most effective
Graffiti-advert of the
Gallery
3D art on the stairs To pay to the each artist
for the picture of the
Gallery and ask to put
as the sample
To install the star named
after the Gallery
11

12. There is a huge pedestrian flow in Noviy Arbat. Different instruments should
be applied in «magnet» places to attract public attention
Cinema Oktyabr BC Noviy Arbat Shopping malls
Vesna
Moskovskiy Dom Knigi
Cafes, bars, restaurants
«Korona», Chesterfield, Dandy
café, etc.
Advertisement near ticket
offices
Leaflets
Table-tents
Flyers
Advertisement in elevators Advertisement near cash
desks
Leaflets
. .
12

13. 1 According to statistical research of advertising agency “Advip”
. .
Nearest underground stations – Arbatskaya and Smolenskaya have huge
passenger flow, which should be directed to the Gallery
90%
of underground passengers pay
attention to stickers and subway
billboards
Smolenskaya Arbatskaya
42 53437 242
Arbatsko-pokrovskaya line
(daily passenger flow – 800 504)
1
Stickers Subway billboards Sound advertisement Ambient advertisement
1
13

14. 14
.
For more expanded promotion among tourists and Muscovites it is
necessary to use various ATL and Digital instruments
Muscovites Tourists
Active people searching for new places for
entertainment
People from Russian regions and guests from
abroad
Target Audience
Instruments
Digital ATL+BTL+
 Gallery’s website
 Social Media
 Entertaining sites for Muscovites
 Websites for tourists
 Mobile applications
 Press
 Various print materials
 Set of unique activities

15. 15
Web-site is the Gallery’s image. It should be both attractive and informative
Information
 Auto Exhibition
 Hyundai Innovations
 Upcoming events
 Photos
 Events for children
 Contacts
Languages
Русский
English
Social media is the key promotional channel
Facebook Vkontakte Instagram Foursquare
Style
 Home page with site’s
map
 On-line tour through
the Gallery with listed
features of each theme
zone
. .

16. 16
Social media helps to achieve the maximum coverage for the shortest
period
Advantages
Wide coverage
Moscow citizens and tourists
from Russia and abroad
Regular communication
The possibility to announce
events and other activities, held
in the Gallery
Feedback
The method to take into account
the wishes of Clients and
improve the performance
Vkontakte
Official Community
Hyundai
vk.com/hyundairussia
(34000 subscribers)
Unofficial club of
Hyundai owners
vk.com/hyundai_avto
(25 000 subscribers)
Facebook
Hyundai Russia
facebook.com/HMCIS
(94 000 subscribers)
. .

17. Effective instruments
17
The usage of popular websites with information about places of
entertainment will be the most effective way to attract Moscow citizens
The most popular entertaining websites
afisha.ru
the-village.ru
vashdosug.ru
83 112
76 238
75 079
Name Rating*
* Calculated according to Rambler Popularity Index based on quantity of visitors and views
 Articles about the Gallery
 Banners
kudago.com/msk
timeout.ru
osd.ru
66 500
65 095
62 495
 To fill the Gallery’s profiles on the websites
. .

18. 18
For tourists it is necessary to promote the Gallery in other Internet
resources among other tourist attractions through «Internet agents»
Russians Foreigners
komandirovka.ru
ayda.ru
vashdosug.ru
63 116
28 036
21 091
Name
Unique
visitors*
* - per day
 Advertisement on the website
 Filling the profile of the Gallery
tripadvisor.com
27 000 000 unique visitors/month
travel.yahoo.com
26 250 000 unique visitors/month
expedia.com
26 000 000 unique visitors/month
 Filling the profile of the Gallery
The attraction of «Internet agents» will help
to achieve the highest position in the rating
** - top 15 Most Popular Travel Websites; ebizmba.com; December 2013
. .

19. 19
1 2 3 4 5 6 7 8 9 10 11 12
Currentflow
Outdoor
advertise
ment
Billboards Posters, screens
Transport
Advertising on and inside
buses, at bus stops
Advertisement at
bus stops
Undergro
und
Stickers, billboards
Sound advertising,
ambient advertising
«Magnet
» places
Both
streets
Arbat Stariy Arbat
Additional
flow
Internet
Filling profiles on
websites
Promotion of the website
work of «internet agents»
SMM, advertisement
Opening date
One year is necessary to implement the short run strategy and to achieve
the maximum coverage of the audience
.

20. 20
Long-run goal is to maintain permanent strong flow of visitors achieved
within short-run strategy implementation
Maintenance of
high flow of
visitors
B2C
B2B
 Tourists promotion
 Muscovites promotion
 Social responsibility
 Additional reference to the Gallery
Social activities
 Attracting additional audience
 Partnership development
.

21. 21
. 2 .
Gallery should become a compulsory place for tourists to visit. One needs
to turn the Gallery into the one of the main tourist attractions in Arbat
Compulsory place to visit
Original place for travellers
There are «must visit» places in every big city. The Gallery
should become one of such places
A lot of tourists want to experience something unusual and
change typical tourist routes
Minimum promotion
Digital
 Social media
 Travellers’ websites
 Mobile apps
 “Internet agents”
ATL
 Info in tourist
brochures
 Promotion by guides
 Street marketing
Effect
Online media and prints
will public information
about the Gallery by
themselves

22. 22
Gallery should become a place for pleasant time spending with family for
Muscovites
. 2 .
Cultural activities
Entertainment with family
A place where you can learn about the
latest technologies and developments
Interactive activities and an opportunity
to sit in the car
Activities and workshops for children and
parents
Museum
Entertainment
To spend time
with a child
Concept
Promotion
Websites for
Muscovites
Social media

23. It is necessary to pay special attention to B2B promotion: organization of
conferences and running events in the Gallery
Activities
Free trainings and seminars
Auto shows and
conferences
Presentation of new
technologies
Attracting new visitors
Partnership development
+
. 2
23

24. Types of activities
Social activities can also attract the public attention to the Gallery and pay
attention to important issues
Social
Responsibility
Partial solutions to important
social problems
Reference to the
Gallery
Additional
advertisement/reference in the
media
Advantages Audience
Orphans
Disabled
Free tours in the Gallery Educational seminars
.
24

25. 25
Max Сoverage
Budget
15 mln
people
Muscovites Foreigners
3.5 mln
people
Russian travelers
5 mln
people
Total
23.5 mln
people
0,7-1,5 mln EURO
Visitors 0.03 – 0.1 mln
Depending on the budget of the short run strategy implementation we can
achieve the following statements

26. 26