The complex rebranding process has began with a cluster of research and analyzing work. Depot strategists undertook an usage&attitude focus group study of customers, organized series of profound interviews, explored the specifics of production and distribution of dairy products in Kazakhstan, analyzed the activities of business rivals.
Olga Baturina, Head of Strategic Planning of Depot: «Following the results of the research we decided to give up on Burenkiny Mechty trademark: it appeared not to meet the latest consumer requests and to be a weak unit in Emil's portfolio». At the same time some promising guidelines for the development were established: we found out new niches requested by the customers and still not occupied by rivals: local baby dairy products and functional dairy products for digestion improvement.»
The new brands startup is accompanied with advertising campaign on local television, in print media and outdoors. Emil’s plans for the near future include the expansion of the product range.