Gulnara Talipova

RUSAGRO meat
department marketing
director

Market instinct, customers’ happiness, flashlight in the fog and the best team.

Successful business is... not a goal and doesn’t mean to tell or prove something to anybody. Success is the love for the work, the love for what we do. Of course, nobody sets aside the indicators that the company should follow in a short or a long term. Marketer helps to understand what market opportunities can be used to improve these indicators and helps to create new areas for development. Especially when the market prompts that this is possible.

Marketing director also needs... a market instinct. He should understand what the current trends are and be able to apply them in his business. Moreover, it is necessary to analyze trends not only in your category or country. To create a real breakthrough marketers need to keep track of different bright events on foreign markets and in related categories. The most important thing is to be able to critically assess how these trends could be applicable to Russian reality.

In general marketing is a unique combination of three important areas: analytics (including clever use of trends), psychology and creativity.

My source of inspiration is the... competitors’ sales indicators which are turned into a challenge for me. It also could be a good exhibition, a movie or a theatrical performance. A man who loves his job, could not leave it at 6 pm. I live with my business project. I eat breakfast with it, sleep, go on vacation, go shopping in other countries and look through the shelves with products.

Not all the brands.... care about a mission to make consumers happy. I have experience of working with brands in various categories, so I can definitely say that some products may not be associated with this feeling. For example, if we talk about toilet paper: do you really become happier due to the fact that the sleeve is dissolved in a toilet bowl? Of course, not. Therefore, a common denominator like happiness is not applicable everywhere.

In the case of our brand "Butcher’s warranty" we do not strive to achieve happiness. We try to earn the trust of our customers. "Happy housewife in the kitchen = well-fed and happy family" is not our brand platform. In our market category the trust concept is more weighty than the concept of happiness because it is more powerful.

The most successful branding projects are... those which are at the front line of brand new communications, ideas or suggestions. At the same time a daring to use something new in the development of the brand is always combined with a certain measure of uncertainty because you don’t know if our idea works or not.

A successful new brand motivates our experienced consumer with already full consumer basket to pay his attention to a new product or even to change his usual behavior. The "Butcher’s warranty" project is aimed precisely to change a consumer behavior in the meat category. As once a manufacturer’s offer radically changed the chicken market, we are going to change the market of pork. We will offer quality packed meat to customers and tell them why it is a more credible format than meat sold by weight. Depot WPFteam managed to create positioning, naming and design that attract absolutely all segments of our audience.

A daring to use something
new in the development of the brand is always combined with a certain measure of uncertainty
because you don’t know if our idea works or not.

Such a bright brand is a result of coordinated work of a talented team. This means that the client and the agency are sitting together at briefing table during focus-groups or working out issues for quantitative research, worry about any irregularities or make decisions together. I am very pleased that our work with Depot WPF was well-organized according to the rules.

This story is also about people who love their work and never settle down professionally. This is absolute marketer’s happiness to join such a good team. When you are trying to reach a decision lost with a flashlight alone in darkness or fog, it seems to be unreal... But when your light suddenly is connected to the other team members’ lights... and it all turns out! I see the result and I want to embrace all my colleagues and say ‘Thank you’ for it!This story is also about people who love their work and never settle down professionally. This is absolute marketer’s happiness to join such a good team. When you are trying to reach a decision lost with a flashlight alone in darkness or fog, it seems to be unreal... But when your light suddenly is connected to the other team members’ lights... and it all turns out! I see the result and I want to embrace all my colleagues and say ‘Thank you’ for it!

The team couldn’t unexpectedly converge. It is very important to find like-minded people who love what they do, who are enthusiastic about your project like it is their own one. In case of "Butcher’s warranty" project I have long and carefully picked "the best" team. As a result, I felt that "the best" are Depot WPF , "The joy of understanding" and "Bojole Research". And I have never regretted, although the project has been carried out for more than a year!