#Brands| P&S | Davidoff
THE «BERRY BOOM» IN KAZAKHSTAN
Davidoff Reach is the key product on the market in Kazakhstan. In June 2018, Davidoff Reach Blue
and Davidoff Reach Silver were launched. Davidoff Reach Purple became the main and long-awaited
innovation by Davidoff, due to a berry-flavored crushball, firm-touch filter and a technology reducing
the smell of smoke.
O
n the day of launching Davidoff Reach Purple,
a presentation on the product was made in
Imperial Tobacco’s office in Almaty. The guests
enjoyed the event, tried berry smoothies and other
desserts. At the end of the event there was a lottery
with the main prize: earphones with Davidoff Reach
Purple brand name.
Bakhtiyar
Aliev,
Regional
Manager, South Region: “The
future of the new Davidoff
Reach Purple product is great
and bright. Cigarettes with
a berry-flavored crushball
were successfully brought to
regions, and consumers and our
distributor have already liked the product very much.
Thank you for the new product, I wish you success in
sales.”
By the start of sales of Davidoff Reach Purple, great
work to prepare for it has been done in Kazakhstan.
The SMO team has developed and launched a series
of POS materials: memory sticks in the form of
a «juicy» berry-flavored crushball, stress balls,
leaflets and lighters designed specially for the new
product. Incentive programs such as Sales Assistant
Program and Brand Ambassador aimed at developing
distribution started by the time of the launch.
Sales Assistant Program is an incentive program
aimed at increasing sales in outlets. Salespeople
COORDINATED WORK OF OUR EMPLOYEES WITH A DISTRIBUTOR’S
TEAM AND THE PROGRAMS WE LAUNCHED ALLOWED US
TO COVER 85% OF OUTLETS, WHICH IS 25% MORE THAN
THE TARGET!
DAVIDOFF REACH BRAND AMBASSADOR
AGENT+ AMBASSADOR
Visiting outlets every day
Agents + meet many potential
Davidoff Reach consumers
who could be switched to our
new product. It is the Agens+
job to secure the switch and
they receive prizes for the
most interesting stories of how
they have switched cigarette
smokers to Davidoff Reach.
AMBASSADOR
FROM AN OFFICE
The Ambassador from
an Office program allows
achievement of two
objectives at a time: letting
our employees learn about
a new range of products and
involving them in persuading
smokers to switch
to Davidoff Reach.
present Davidoff Reach to smokers, and they pay
attention to our new cigarettes. Each outlet has a
sales target. When it is achieved, a salesperson gets
bonuses.
The program was first launched in May,
and the pilot project was implemented in
Almaty. In July sales in outlets increased
by 50% due to the interest of salespeople.
After success in Almaty it was decided to
expand the geography of the project.
Mamed Mamedov, Regional Sales Manager,
Almaty: “We received positive feedback from outlets
which took part in the project: salespeople were
interested in implementing this program again.
Despite the fact that Davidoff Reach has been sold
in outlets for a short period of time, we can draw a
conclusion that the product has established
itself on the market, and, most importantly,
consumers have already liked it.”
To ensure that as many smokers as
possible learn about the new product,
the Brand Ambassador program was
launched in Kazakhstan. The Brand
Ambassador is a micro-influencer who has
confidence in the brand and recommends it to his
or her friends and acquaintances. A training session
for participants on how to become the Davidoff
Reach Brand Ambassador was conducted. The
most committed employees will receive pleasant
gifts for their valuable contribution to the brand
development.
The Империалист | | 15