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Development of a marketing strategy, positioning, and visual elements of the brand. Formation and training of the marketing department
Business case EVOS
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Development of a marketing strategy, positioning, and visual elements of the brand. Formation and training of the marketing department
Business case EVOS
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In information and tasks
Introduction and tasks
- EVOS is a fast food market player.
- Initially, it was not a systematic business, it was formed as a point of sale for lavash (the Uzbek interpretation of shawarma). At the start of the project, the company had 22 outlets, and the kitchen already provided customers with almost all types of products typical of the category.
Tasks:
- Form a marketing department that meets the requirements of the category (development and promotion);
- Define a long-term strategy, including mission, vision and values;
- Develop brand positioning, move away from the concept of exclusively lavash sellers, rebrand;
- Adapt a new guide from the product and outlets to marketing communications;
- Form a new product strategy.
Implementation of mandatory elements of the strategy mission and vision
Mission
EVOS is the first brand in Uzbekistan in the fast food category. We fill people with energy and inspire them to do great things.
Vision
Become the first Uzbek brand in the fast food category, known all over the world.
Positioning
Visualization – color coding of products
Menu visualization
Visualization – color coding in communication
Design of sales branches
EVOS Brand Manifesto
Project results
- Strengthening the position of the brand, measuring brand awareness showed that the brand is the category leader with a Top of mind indicator of 33.2% (McDonalds is second);
- Successful expansion of the network (+10 new points of sale in the country);
- Increase in sales volumes + 61%;
- Leveling the seasonal recession during the Uraza fast, due to the new Uraza Set product line
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