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Soko Stark Brands in the Digital World

Soko Stark Brands in the Digital World. Agenda. Soko Stark – Krem Banana case Internet in Serbia. Soko Stark. Soko Stark is a one of the largest confectionary industries in the region, and a home market leader for the past 85 years

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Soko Stark Brands in the Digital World

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  1. Soko Stark Brands in the Digital World

  2. Agenda • Soko Stark – Krem Banana case • Internet in Serbia

  3. Soko Stark • Soko Stark is a one of the largest confectionary industries in the region, and a home market leader for the past 85 years • The factory of brands which had, by merging tradition, carefully defined recipes and contemporary scientific achievements, achieved the dream of every company in the world – to create the “love marks” products you simply love – regardless of all • Tradition and quality are Soko Stark’s main assets • Since 2005, Soko Stark is a part of a larger family – Droga Kolinska Group

  4. Situation / Krem Banana • But… „love marks“ sometimes are not brands: • No name • Elderly Target Group • Old fashioned packaging / not able to be changed • Need for modern and interactive communication • No differentiation from many similar products • … and the Soko Stark marketing team is facing, once again, a difficult task

  5. Communication – Contest for a name • Absolute must: involving younger segments • Kick off event – Musical for the 50th anniversary of Krem Banana / announcement of the contest • PR and advertorials • Traditional media as a support (TV, outdoor, Print) • Main Medium: Internet

  6. Kick-off event

  7. Traditional Media

  8. Internet advertising • Call to vote on: www.stark.co.yu

  9. Development of the situation • Polarization of the consumers: • People enjoying the contest • Fighters to keep the name of the product Bananica (actually Krem Banana) – viral • A strong discussion about the idea of changing a name started....

  10. Results • 50.000 proposals for a new name (80% via internet) • Reinforcement of the brand among younger segments • Differentiation from alike products and reinforcement of the brand • Significant increase of sales

  11. Internet in Serbia 2007 Strategic Marketing Research

  12. Percentage of internet users by Country Note: Data to be used only for rough analysis due to differences in data collection methodology across countries

  13. Countries with the highest no. of internet users Note: Data to be used only for rough analysis due to differences in data collection methodology across countries

  14. Internet Users in Europe Note: Data to be used only for rough analysis due to differences in data collection methodology across countries Source: InternetWorldStats.com

  15. And where is Serbia?

  16. Owners of PC at home Base: population SMMRI research, Serbia, may 2007. rep. sample, population

  17. Owners of PC at home Base: population Region Type Avg. salary per household SMMRI research, Serbia, may 2007. rep. sample, population

  18. Owners of PC at home Base: population Type Region SMMRI research, Serbia, may 2007. rep. sample, population

  19. Owners of PC and Internet at home, Serbia 1999–2007. Base: population SMMRI research, Serbia, may1999 – 2007.,rep. sample, population

  20. Do you have a PC at home? Base: population SMMRI research, Serbia, may 2007. rep. sample, population

  21. Do you have internet at home? Base: total population SMMRI research, Serbia, may 2007. rep. sample, population

  22. What kind of Internet connection do you have? Multiple answers; Base: population owning an internet connection SMMRI research, Serbia, may 2007. rep. sample, population

  23. Do you use your PC on regular basis? Base: population 15+ Gender Region Total household income Type SMMRI research, Serbia, may 2007. rep. sample, population

  24. Do you use internet on regular basis? Base: population 15+ Pol Region Ukupan prihod domaćinstva Tip naselja SMMRI research, Serbia, may 2007. rep. sample, population

  25. ICTStatistics in the Region

  26. Do you have a PC at home? Base: Total population PGM, 2007. rep. sample, population

  27. Do you have internet connection at home? Base: total population PGM, 2007. rep. sample, population

  28. Do you have a phone line at home? Base: total population PGM, 2007. rep. sample, population

  29. Do you have satellite or cable TV at home? Base: total population PGM, 2007. rep. sample, population

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