Jolbors Festival Awards — 2022 /
CAMPAIGNS /
Integrated campaign
Agency
Korzinka
Client
Korzinka
Description
Task
For 25 years Korzinka has built itself to become the largest retailer in Uzbekistan. An undisputed leader of the market, the brand became one of the most recognized supermarket chains in Uzbekistan and a true lovemark among customers. However considerable economic reforms in the country and the potential growth of the market segment (modern trade segment has only 10% of the total food retail market) made it very attractive for foreign large players. Global chains such as Carrefour France, Magnum Kazakhstan, Fix Price Russia and Magnit Russia started gradually entering the Uzbek market with ambitious plans for expansion. They threatened to change the rules of local supermarket retail, providing a more holistic brand and customer journey. It became clear, that in order to continue to hold the leader position and grow further Korzinka required a massive upgrade and a thorough rebranding. Update the client experience, brand strategy, design and communication.
Decision At the beginning of 2021, through quantitative and qualitative research, detailed analysis of our customers and competitors, we developed a strategy, design and updated our communication. * The long name Korzinka.uz has become Korzinka * The chaotic design with the stock basket as its center became dynamic, modern and most importantly holistic and wholesome * Red became redder * We developed a unique, recognizable, and stylish modern font * The dynamics of the logo indicates the vector of our development * Unique 2D and 3D illustrations that reflect the simplicity and friendliness of the brand.
Result The rebranding campaign lasted from February 2021 up to February 2022. We were capable to achieve following results: Top of mind grew from 58% up to 63% (+5%) Brand recognition 99% — 100% Purchase in the last 30 days 72% — 93%*. *(The numbers are based on independent surveys regularly held on by the brand) In the last 8 months, the results have become even better. Like for like sales increased by 37%
28% of the customers became more loyal to us and signed up for client loyalty programs.
Plans
We consolidate these results and build realistic plans. • At the beginning of 2020, our network had 50 supermarkets, by 2025 we plan to open 140 supermarkets.
For 25 years, Korzinka has continually become increasingly better. Better prices, better merchandise, better proximity to home, better experience for customers, and better new stores.
Better than usual.
Credits
Credits
KORZINKA founder, CEO - Zafar Khashimov marketing director - Malik Karimov marcom manager - Anna Sapunova store format and POSM development manager - Vladislav Kudinov copywriter - Mirzayor Erkinov marketing specialist - Nigina Atakhanova art director - Ilkhom Zaripov brand manager - Jakhongir Yusupov CX manager - Aziz Khankhadjaev
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