Korzinka
Chief Marketing Officer: Malik Karimov
Senior Brand Manager: Natalia Belozerova
Brand Manager: Javlon Artikov
Brand Manager: Nigina Atakhanova
Senior trade marketing specialist: Gafurjon Davronov
Trade marketing specialist: Davron Mahmadov
Trade marketing specialist: Umida Madjidova
Head of Research and Analytics Unit: Umar Mamdjanov
Research Analyst: Daria Elistratova
Head of Marketing Communications: Boir Normatov
Head of Marketing Communications & Creative Director: Samar Takvim Akhmad
Senior Account Manager: Aygul Kamalova
Senior Copywriter: Victoria Chmykhalova
Copywriter: Mirzayor Erkinov
Senior Designer: Ruslan Bagdiyarov
Motion Designer: Rakhim Fayzov
Motion Designer: Anora Djabbarova
Graphic Designer: Sardor Khudayberdiev
Photographer and Mobilographer: Evgeniy Sysoev
Mobilographer: Sultonbek Islomov
Media Manager: Kamola Zakirova
Content Manager: Tulqin Fayzullayev
Head of Digital Marketing: Mikhail Bibikov
Digital Marketing Manager: Gulnoza Nazarova
Digital Marketing Manager: Sardor Fazliddinov
Production Studio: Abstract Visuals
Scriptwriter: Mirshakar Fayzulloyev
Challenge
Traditionally, Uzbek people prefer to shop in bazaars, believing that goods there are cheaper and better. About 90% of the market is occupied by traditional trade. Stereotypes claim that certain foods, such as meat, vegetables, and fruits, are more profitable to buy in bazaars.
Approach
Korzinka, the largest retailer in Uzbekistan, conducted a study and identified four groups of consumers who support the stereotype that "it's cheaper in the bazaar." In response, an advertising campaign was launched with discount offers by personalized messages for each group through 20 channels.
Results
The campaign lasted 8 weeks and reached over 60 million contacts, including 15 million unique individuals. Sales in comparable stores increased by 246%, the number of receipts increased by 257%, and goods sold by 400% compared to last year. About 60% of respondents have changed their attitude towards supermarkets and intend to switch from bazaars to Korzinka.