Hansel and Gretel in Uman style or how Umanpivo found its gi (Read 21 times)

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In every story with a happy ending, there is always a critical moment of intense passion, when all participants in the plot still do not know whether the sun will shine in the finale, solemn music will play, and Morgan Freeman will nod his head approvingly. There was also such a moment in the history of Umanpivo. It was then that we got into the narrative. Umanpivo has existed since 1878, and after 140 years the company was faced with an urgent need to reconsider its views on doing business. An outdated website, an outdated marketing strategy, an inexpressive identity for Umanpivo, together with the active growth in the popularity of competitors in the beer market, created exactly the conditions in which that very moment of heightened passions came. Umanbeer What happens in such situations in a cinematic or literary plot? Typically, the main character changes the course of events in his favor with one heroic act. What happens in life in such situations? The main character must make a series of strong-willed and often difficult decisions. Umanpivo approached us in 2018, and the start of cooperation coincided with the start of the company’s rebranding. At that moment, the management of Umanpivo was concerned that their market share was decreasing,



and the market itself had changed and was increasingly moving to digital, which the company with many years of experience was not ready for. Agree, if this story were a fairy tale, it would be quite harsh. In the spirit of the canonical German story ab B2B Email List out Hansel and Gretel, where the unfortunate brother and sister are forced not only to adapt to new realities, but also to acquire a symbol of well-being - a gingerbread house. produced by the Umanpivo company in 1962 Manufactured by the Umanpivo company in 1962 Let's return from metaphors to our experience. In an effort to win that “gingerbread house” for Umanpivo, we completely immersed ourselves in the client’s business, studied in detail the history of the company, its products, and also talked with consumers. Then, based on the information we received, we developed a digital strategy for Umanpivo. As part of this strategy, we were faced with the following tasks:




increase awareness and create a positive brand image on the Internet; present each Umanpivo product separately; establish work with distributors in a more interactive format and add the ability to place orders online; establish communication with end customers; create an up-to-date website. Umanpivo about preparation About preparation Our team developed a strategy and got to work. First of all, we went to Uman and thoroughly studied the products and target consumer of Umanpivo. We talked with people, identified strengths and weaknesses and received several valuable insights that formed the basis for the concept of the site and promotion in general. During the research, we found out that the brand’s company store has become, in a way, another attraction of Uman. People who visit the city, in most cases, stop by this store to buy beer for themselves or as gifts for their loved ones. We identified several different categories of consumers, analyzed their wishes and behavioral characteristics when making purchases. As a result of this, we came up with the idea of ​​​​creating multipacks - convenient sets with those Umanpivo products that appeal to different groups of customers.