natalie benkendorff success story 2006-2016
TRANSCRIPT
Natalie BenkendorffInternational Marketing and Business Consultant
SUCCESS STORYSouth Africa | Russia | UK | Germany | Greece | Cyprus | Israel | Nigeria
Modern Global Marketing
INTERNATIONAL COMPANIES AND
INDIVIDUAL CUSTOMERS
CAPE TOWN, SOUTH AFRICA
CONSULTING
LONDON, UNITED KINGDOM
COORDINATION
MOSCOW, RUSSIAN FEDERATION
MANAGEMENT
Banking | Finance | E-Commerce | Construction | ICT | FMCG
Cape Town, South Africa 20013-2016
Success Story �2
CAREERBanking | Finance | E-Commerce | Construction | ICT | FMCG
About Natalie Benkendorff
Natalie Benkendorff is a Marketing and Business Consultant with a Bachelor of Arts Honours in Linguistics and Intercultural Communication, Diploma in Business Management, and over 10 years of experience in marketing and building businesses in the Russian Federation and South Africa.
In 2006-2013, Natalie successively had been holding the positions of a PR Director, a Marketing Director, a Marketing Consultant, and a Head of Marketing Department in UNISTREAM Commercial Bank, ECI Telecom, SAP Enterprise Software, Ariston Thermo Group, Société BIC, Lumene, Mary Kay and others.
Since 2013, Natalie operates as an International Marketing and Business Consultant. She makes a significant contribution to the development and quality assurance of businesses and entrepreneurship within the wider South African economy.
Since April 2014, Natalie has been starting 4 new companies that are to grow the South African economy: an export trading company, a marketing company, an investment consulting company and a lifestyle magazine Africa.
In 2013, the Department of Home Affairs has granted Natal ie Benkendorff an Exceptional Skills Permit.
To grant Exceptional Skills Permits, the Department of Home Affairs favours those who are in position to make a meaningful contribution to broadening the South African economic base.
The Department of Home Affairs believes that Natalie’s exceptional skills coupled with her extensive technical experience in the Russian Federation and South Africa will greatly enhance South Africa’s ability to manage and enhance the approach to diversity, inclusion and economic black empowerment.
Moscow, Russia 2013-2016
Success Story �3
Cape Town Group (Pty) Ltd. Mouille Court, Beach Road, Mouille Point, Cape Town, South Africa, 8005Tel: + 7 915 292 6589, + 27 79 469 8432e-mail: [email protected]
In the beginning of 2013, Natalie started h e r e n t re p re n e u r i a l j o u r n e y a s a n International Marketing and Business Consultant.
This journey took Natalie to South Africa, Russia and Nigeria whereby she provided consultancy, training, marketing and business development services to a wide range of economic sectors.
In 2006-2013, Natalie has demonstrated her professional growth and achieved the outstanding results.
• UNISTREAM Commercial Bank was honored with the title «The best money transfer system in Western Europe 2012»;
• Ariston Thermo Group became an official partner of the Winter Olympic Games in Sochi 2014;
• Société BIC experienced the media coverage growth by 250%;
• ECI Telecom won E-Government tender and increased its repeat transactions by 150%;
• K-Systems became a Russian market leader (market share - 30%) and increased its retail sales by 240%.
In April 2014, the first export project bridged South Africa and Russia.
This year, Natalie attracted a foreign buyer’s attention to South African wine estates, and later on she established a wine distribution company from scratch.
The company represents the most famous South African wine estates such as Kanu, Vrede en Lust and Laibach in the Russian Federation.
In 2015, Natalie started to establish a new project in the investment consulting area.
Natalie builds a business investment consulting company that is designed to offer turnkey investment solutions to allow investors to tap into the markets’ potential. She supports investors and exporters in visiting potential markets and doing business with South Africa.
Natalie’s focus lies within the South Africa’s top economic sectors that are able to match investors' requirements with opportunities available in South Africa's nine provinces. She trusts that her project will be vital to the future of business growth and development in South Africa.
Natalie is constantly moving forward, looking to the future, and making new agendas and projects happen.
Moscow, Russia 2012-2013
Success Story �4
Goals:
• Managing day-to-day operating activities of the Marketing Department in the Headquarters in Moscow, Russia;
• Supporting marketing and communications activities in the Russian Federation, the UK, Germany and Cyprus;
• Establishing strong relationships with the bank's key partners and the Government of the Russian Federation.
Objectives:
• Optimizing the bank's services and expanding the bank's product portfolio;
• Development and executing the customer, partner loyalty programs and employee reward program;
• Improving the bank’s products and services quality and clients' satisfaction.
UNISTREAMCommercial Bank | Payment System | Money Transfers
About Unistream
The UNISTREAM International Payment System of Money Transfers is one of the popular systems in Russia and CIS countries. It operates in some 100 countries worldwide through some 333.5 thousand service points, including self-service payment terminals.
UNISTREAM has its own networks in Greece, the United Kingdom, and Cyprus. Over 450 financial institutions all over the world cooperate with the System.
The UNISTREAM System is the co-funder of the National Payment Council, founded under the aegis of the Central Bank of the Russian Federation and the Association of Russian Banks.
In 2012, UNISTREAM was nominated for IAMTN (International Association of Money Transfer Systems) Prize and Global Banking & Finance Review Awards. The International Financial Magazine named UNISTREAM the Best Money Transfer System for Eastern Europe 2013.
In 2012, UNISTREAM Commercial Bank had received a number of awards and recognitions.
In late 2012, two reputable international organizations, (International Association of Money Transfers (IAMTN, London) and the Global Banking & Finance Review Awards, honored UNISTREAM with the title, calling it «The Best Money Transfer System in the Eastern Europe in 2012.».
This year, the Ukrainian solid financial publication Banker named UNISTREAM the best system in Eastern Europe and the CIS countries.
Moscow, Russia 2012-2013
Success Story �5
KPI:
• The best money transfer system in Eastern Europe 2012 according to the Global Banking & Finance Review Awards;
• As a result of the partner program’s implementation, 32 banks became new partners of the bank by the beginning of 2013;
• Over 20 new products in the bank's product portfolio between 2012-2013;
• Successful differentiation of UNISTREAM from the key market players such as Western Union, MoneyGram, Leader;
• UNISTREAM sales through retail networks increased by tens of times in 2012;
• The size of UNISTREAM network in CIS exceeded 16,400 locations.
In 2 0 1 2 , U N I S T R E A M d e m o n s t r a t e d s i g n i f i c a n t development in Russia.
• The total number of service points reached 200;
• The tota l number of partners exceeded 200;
• The tota l number o f out le t s increased to 7800;
• The sales through retail networks increased by tens of times;
• The total number of chain-provided locations exceeded 3000.
The financial performance of the Russian network (not incl. terminals, reta i lers and mobi le t ransfers ) , remittances volume increased to 34 billion rubles.
UNISTREAM Commercial Bank (JSC) 20, Verhnyaya Maslovka str, bldg. 2, Moscow, Russia, 127083Tel: +7 495 744 5555 | Fax: +7 495 287 8066www.unistream.com
The total number of publications about the system’s activities exceeded 3000 per year.
Responsibilities:
In UNISTREAM, Natalie Benkendorff’s responsibilities were to manage day-to-day operating activities of the Marketing Department in Moscow Headquarters, and support marketing and communications activities in the UK, Germany, Greece and Cyprus branches.
Natalie developed and implemented a marketing strategy in the Russian Federation and the CIS, managed a market research and a quantitative analysis of the Russian, CIS and German markets.
She organized a study on customers satisfaction towards the bank’s products and services, differentiated the bank’s products and services, segmented the customers and found new market niches. Besides, she optimized and improved existing products and services and offered suggestions for expanding the bank’s product portfolio.
Natalie implemented customer and partner loyalty programs and employee reward programs, she also organized co-marketing activities with the bank’s key partners such as Visa, MasterCard, QIWI, OZON.ru.
Besides, Natalie developed and executed an advertising and a PR campaign in Russia and CIS, she enhanced relationships with the mass media in Russia and Europe (over 110 editions). She also managed Indoor and Outdoor advertising campaigns for over 200 branches in 42 Russian towns, and implemented ATL and BTL activities.
A social media engagement strategy that was created and implemented by Natalie spanned such social networks as Facebook, LinkedIn and YouTube, and helped establish close and trustworthy relationships with the bank’s customers and maintain the positive image of UNISTREAM.In 2012, according to various ratings
UNISTREAM was the most cited system in the industry.
Moscow, Russia 2010-2011
Success Story �6
ARISTONHeating | Water Heating | Burners | Components
About Ariston Thermo Group
Ariston Thermo is a world wide leading company in heating and water heating. In 2013, the Group achieved a total turnover of €1.335 billion and sold 7.2 million products in more than 150 countries. It has 6.600 employees, 45 companies and 7 representative offices in 31 countries.
The Group offers a full range of products, systems and services, mostly under the Ariston, Elco, Chaffoteaux and Racold brands. Ariston Thermo’s commitment to energy efficiency is expressed through its constant stream of new solutions based on renewable energy sources such as solar thermal systems and heat pumps as well as improvement of the efficiency of traditional products (such as boilers and water heaters) and investment in new projects for the future. The underlying objective is to offer an optimal combination of comfort, energy savings and care for the environment.
Goals:
• Increasing Ariston Thermo Group brand awareness;
• Positioning the company as a leader of the industry;
• Increasing the total level of publications about the company and its products in the mass media;
• Establishing the company’s image as an innovator and a hi-tech expert.
Objectives:
• Forming Ariston Thermo Group image as an absolute leader in the Russian Federation and Global markets;
• Executing marketing events (conferences, press–launches, one-to-one interviews, etc.);
• Working out and executing social programs and acts of charity in the Russian Federation.
In 2010, Ariston Thermo Group reached a total turnover of €1.2 billion and turned out 6.4 million products from 18 production sites in 10 countries.
Over the past 10 years the company's sales increased more than threefold due to the major transactions and internal growth.
In 2011, Ariston Thermo Group demonstrated a general intensive growth. Annual turnover of €1.25 billion, which is €5.7% higher than the result of 2010. Net profit increased to €45 million and the net financial position amounted to €50 million.
Ariston is among the leaders for thermic comfort solutions in the most rapidly growing markets such as China, India, Russia and Vietnam. The company is presented on the Russian market since 1995 and has long been a leader in the sector of water heating equipment.
Moscow, Russia 2010-2011
Success Story �7
Ariston Thermo Group 19 Mira Street, Moscow, Russia, 129090Tel: +7 495 411 8835http://www.ariston.com
Ariston Thermo Group thermal equipment was successfully used in the construction of the Olympic Village in Sochi 2014.
Ariston Thermo Ru, a representation of Ariston Thermo Group in Russia, introduced a new generation of condensing boilers «RENDAMAX» series R600, which was the Olympic facilities in Sochi equipped with. Heating system of Ariston Thermo Group was established in the roof boilers in the Olympic Village.
Responsibilities:
Natalie Benkendorff, collaborating with Ariston Thermo Group, focused her marketing activities on developing and implementing a marketing communications strategy in the Russian and CIS markets, that included a PR campaign to enhance and maintain Ariston positive reputation among its customers, partners and the Government of the Russian Federation.
Natalie adapted Ariston international marketing strategy to the Russian market. She provided Ariston Thermo Group Marketing Department with a marketing communications proposals and winning initiatives. Besides, she supported the company’s marketing team on the current projects and implementation of a marketing communications plan.
To create successful PR strategy for Ariston Thermo Group Natalie wrote a media analysis and conducted a communications audit. She also wrote a mass media engagement plan and coordinated marketing activities such as exhibitions, seminars, press-conferences, and round tables.
She planned and managed a PR campaign in digital, social and print media space, on radio and TV which played a crucial role in building the company’s and its brand’s awareness in the Russian market.
Natalie enhanced positive company’s image among Ariston customers, partners and the Government of the Russian Federation, and built the company’s image as an official partner of the Olympic Games in 2014.
KPI:
• Ariston Thermo Group positive leader image in the mass media and the business community;
• Improved operative work of the company's press-office in Moscow, Russia;
• Increase in the number of publications about the company in LifeSlyle, Glossy, Radio, TV, and Internet;
• The media coverage increased by 170%;
• Ariston Thermo Group became an official partner of the Olympic Games in 2014.
In 2010, Ariston Thermo Group reached a total sales of €1.25 billion and turned out 6.4 million products per year (plus 36 million components).
Ariston Thermo Group has a strong leading position in key emerging European markets, including Russia. In 2005, Ariston Thermo Group built the factory in St. Petersburg, Russia.
In 2011, the Group sales in Western and Eastern Europe reached 48% and 18% accordingly.
Moscow, Russia 2010
Success Story �8
SAP SEEnterprise | Application | Software
About SAP SE
SAP is the market leader in enterprise application software. SAP is at the center of today’s business and technology revolution. The market leader in enterprise application software, SAP helps organizations fight the damaging effects of complexity, generate new opportunities for innovation and growth, and stay ahead of the competition.
SAP helps organizations of all sizes and industries overcome the complexities that plague our businesses, our jobs, and our lives. With Run Simple as SAP operating principle, SAP nearly 75.000 employees focus on a singular purpose that inspires us every day. To help the world run better and improve people’s lives.
SAP customers look to SAP to help them Run Simple – to seamlessly connect people and technology, real-time. SAP helps its customers re-imagine business and life to drive meaningful impact globally.
SAP innovations enable more than 291.000 customers worldwide to work together more efficiently and use business insight more effectively.
Goals:
• Promotion of SAP Forum 2010 among CIO audience in the Russian IT market;
• Informing IT-community about SAP Forum 2010;
• Maximizing media coverage for SAP Forum 2010 and the company in the Russian IT market through print media, Internet, and direct mail (news, press-releases, news letters, etc.).
Objectives:
• Attracting media sponsors for SAP Forum 2010;
• Attracting the target audience to SAP Forum 2010 ~ 1.500 individuals;
• Attracting the target audience to online video broadcast about SAP Forum 2010 ~ 3.000 persons.
In 2010, SAP Forum took place in the Moscow International Exhibition Centre «Crocus Expo», and brought together about 1.500 guests.
The forum is a part of a global initiative SAP World Tour. Similar events are held in more than 80 cities in 50 countries in Europe, Asia, Latin and North America.
Over the past six years, SAP World Tour event was attended by over 270.000 visitors.
Moscow, Russia 2010
Success Story �9
Responsibilities:
SAP trusted Natalie Benkendorff development and implementation of a PR campaign across the Russian and CIS markets to build awareness about SAP Forum 2010 and attract SAP target audience to the event. Besides, SAP trusted Natalie enhancing SAP positive reputation among its customers, partners and the Government of the Russian Federation.
Natalie managed the PR campaign in print, social and digital space in order to reach a target audience and meet SAP needs for SAP Forum 2010. Over the PR campaign, Natalie used the following marketing tools: press-releases, announcements, news about an online broadcasting, post-release, banners advertising, and direct mail through the media sponsors’ subscriber bases. Within 2 weeks, she published 12 press-releases, 4 announcements, 3 news about the online broadcasting, 2 post-releases, embedded an advertisement on 11 banners, and executed the direct mail campaign that reached over 140 000 subscribers.
To highlight SAP Forum 2010 Natalie put trust in 12 leading business media sponsors such as Club 4CIO, Edition «CIO: Chief Information Officer», ComNews Group, CRN/RE (IT-business) – a newspaper for CEO in IT companies, Edition Intelligent Enterprise/Corporate systems, It-World – a daily online edition, HeadHunter – a leading Russian company in online recruitment, «Interfax» Group, Edition iXBT.com, Computerworld – a leading international weekly edition, Director Information Service – a desk edition of CIO, Subscribe.Ru – an information channel.
In 2010, SAP Forum 2010 became one of the most highlighted events in the local and regional business and professional mass media in the Russian Federation.
KPI:
• The number of SAP Forum 2010 visitors – over 1.100 individuals;
• The number of the online video broadcast viewers (June 23, 2010) – over 2.100 persons;
• The number of downloaded SAP success stories – over 1.300.
SAP SE - Walldorf Dietmar - Hopp-Allee 16, 69190 Walldorf Phone: +49 0 6227 / 7 47474, Fax: +49 0 6227 / 7 57575 http://www.sap.com
In 2010, SAP has set a record in Russia.
In 2010, the entire Russian market of integrated enterprise management systems (ERP) was, according to IDC, $649.4 млн (+ 31.9% to 2009), and the first place was with SAP (50.5%). In total - taking into account revenues from services, training, etc. - SAP earned about $400 million in the Russia n Federation in 2010.
A map of the Russian market of integrated enterprise management systems in 2010, according to IDC:
SAP Forum 2010, Moscow, Russia.
SAP Forum is traditionally one of the key events for the Russian business community, that attracts representatives of successful Russian companies in different sectors of the economy and different sizes, and it gives the opportunity to see the latest capabilities of SAP solutions and the best practices for their use.
Moscow, Russia 2010-2011
Success Story �10
SOCIÉTÉ BICConsumer Goods
About Société BIC
Société BIC, a world leader in stationery, lighters and razors. It is best known for making ballpoint pens. It was founded in 1945 by Baron Marcel Bich and has become known for making disposable consumer products such as lighters, razors and printed paper products.
BIC products are known and appreciated all over the world for their quality, their affordability and ease of use. The ballpoint pen, the pocket lighter, the one-piece shaver are all part of the daily lives of millions of consumers. These products make BIC one of the best known international brands, present in 3.2 million retail outlets, in more than 160 countries on every continent, and it employs 9.200 employees worldwide.
Everyday, all around the world, consumers choose to buy 44 million BIC products.
Goals:
• Enhancing the company and its products positive image among its customers, retailers and the mass media;
• Highlight the company’s activities and its product lines in digital, social and print media space;
• Increasing the customers and the mass media loyalty to the company;
• Executing extensive media coverage for the company and its products.
Objectives:
• Initiating publications about the company, its activities and products;
• Establishing and coordinating BIC Vegas Art School at Vegas Mall;
• Managing BIC Days for Students in the Moscow State University;
• Supervising BIC 60th anniversary;
• Managing BIC Holiday in French Embassy.
In 201o and 2011, BIC recorded net sales of €1.831.5 and €1.824.1 million accordingly.
This year, across all areas BIC continued to invest in the brand, which strengthens its position and paves the way for future growth in some countries like Australia, Russia and Brazil.
The key contributors to the growth were France, the Northern area, Germany and the Eastern countries such as Russia, Ukraine and Turkey.
2011 was a good year for Europe consumer business despite the challenging economic environment.
In Europe, BIC experienced a mid-single digit growth, with, notably, good results in France, Benelux, Germany, and Russia, thanks to a more segmented offer and despite the continuous low-cost, low-quality and mostly non-compliant Asian imports.
Moscow, Russia 2010-2011
Success Story �11
In 2010, BIC and its products were constantly highlighted in digital, social and print media space in the Russian Federation.
Responsibilities:
In Société BIC, Natalie Benkendorff successfully adapted an international marketing strategy to the Russian and CIS markets, developed and implemented a marketing communications strategy that was focused on building and maintaining BIC awareness in Russia and CIS, promoting BIC products, and increasing customer, retailer and the mass media loyalty to Société BIC.
One of the campaign’s goals was to enhance the company’ and its product lines’ positive image among BIC customers, retailers and the mass media. The campaign was mostly focused on highlighting BIC activities and product lines: stationary, lighters, and shavers, and a retail network promotional plan.
It allowed the company to build strong working relationships with federal retail pharmacy chain stores such as 36.6, A5 and Rigla and increase in sales in one of BIC product lines - shavers.
Due to Indoor and Outdoor solutions suggested by Natalie, BIC also increased in sales in its other product lines - stationary and lighters. Natalie also implemented ATL, BTL and TTL activities that took place in Moscow and Russian regions.
Among the most highlighted events in the local and regional mass media was a project BIC Vegas Art School in Vegas Mall, a major shopping center in Moscow, BIC Holiday in French Embassy, BIC 60th anniversary, and co-marketing activity with the helicopter company «Aerosoyuz», the magazine «Young Family», the shop "Sportmaster" and the company "United Confectioners».
During the campaign, Natalie constantly supported the company’s and her own marketing team on current projects and implementation of the marketing communications plan.
KPI:
• One of the major newsmakers in the Russian Federation;
• Increase in the number of publications in the mass media (LifeSlyle, Glossy, Radio, TV, and Internet) by 250%;
• The large-scale product placement in the mass media;
• The number of co-marketing events with Moscow major shopping centers and publishing houses – 8;
• BIC sales increased by 24% in the Russian FMCG market.
Société BIC 14 rue Jeanne d’Asnières, 92611 Clichy Cedex – Francewww.bicworld.com
In 2010, over the marketing and communications campaign over 70 editions in digital, social and print space published over 1000 messages about BIC products.
Over the campaign the number of existing and potential customers having direct contacts with BIC products exceeded over 7.5 million, and over 42 million through the media space.
In October 2010, BIC launched a large-scale advertising campaign that spanned more than 30 regions of the Russian Federation. As a part of the advertising campaign BIC placed its advertising materials in the leading glossy magazines and Internet resources, the company was also involved with the popular Russian radio stations as a sponsor, managed street advertising in major Russian cities, as well as organized a promotion "We will return your money.»
Moscow, Russia 2010-2011
Success Story �12
LUMENECosmetics | Skincare | Make Up | Sun Protection | Perfume
About Lumene
Founded as part of a pharmaceutical company in the late 40s, the brand Lumene saw the Arctic light of day in 1970, and became the market leading skincare and cosmetic brand in Finland after only three years. Part of the success story was Lumene’s naturally potent ingredients, being the first cosmetics company in the world to use handpicked, wild Arctic berries refined by science.
Lumene LAB leverages the company’s pharmaceutical heritage with a unique group of youth experts to develop effective, anti-aging skincare solutions. Using the latest technologies combined with powerful Arctic ingredients, the company creates the intelligent formulas that focus on anti-aging solutions for every age. Developed and available exclusively for pharmacies, the company products are dermatologically tested, hypoallergenic and free from parabens, synthetic colorants and mineral oils.
Today, the company - and brand - stand with one foot in the wild and one in the laboratory, combining Arctic nature’s finest ingredients with groundbreaking technology to create bioactive skincare and cosmetics. The company has over 530 employees, 330 of whom work in Finland.
Goals:
• Maintaining and enhancing Lumene and its products positive image among its customers, retailers and the mass media in the Russian market;
• Increasing media coverage for the company and its products in the Russian market;
• Development and executing customer and the mass media loyalty programs.
Objectives:
• Integrating the brand into Cosmopolitan project «Runaway Bride»;
• Planning and executing a press-tour in Finland;
• Arranging a beauty discussion on www.MyCharm.ru;
• Launching a new lipstick Lumene Wild Rose Natural;
• Arranging an exhibition «The women world»;
• Managing an annual festival «Family Hearth».
In 2010, Lumene net sales amounted to approximately €83 million.
90% of this amount were generated from Lumene key markets: Finland, Scandinavia, Russia and the United States.
In 2 0 1 1 , Lu m e n e g ro u p ' s n e t s a l e s amounted to €82 million.
Almost half of the company’s net sales were generated from its home market of Finland, and more than 50% come from the international markets - Russia, Scandinavia and the United States.
Moscow, Russia 2010-2011
Success Story �13
Responsibilities:
In Lumene, Natalie Benkendorff played a leadership role in developing greater awareness of Lumene, particularly in the mass media, promoting the company’s beauty products, and increasing its customer, retailer and the mass media loyalty to the company.
In order for the marketing communications strategy to be successful, Natalie has tailored Lumene international marketing strategy to the Russian market according to the cultural and demographic differences. It helped defining the right marketing methods and tools that later played a crucial role in reaching Lumene goals in Russia.
The marketing communications activities included a large-scale a PR campaign that spanned more than 30 regions of the Russian Federation and a product placement campaign in more than 40 leading glossy magazines and Internet resources.
Besides, Natalie coordinated and managed Indoor and Outdoor campaign, ATL, BTL and TTL activities that took place in Moscow and the regions of the Russian Federation.
Natalie coordinated a press-tour in Finland, a launch of a new lipstick Lumene Wild Rose Natural, an exhibition «The women world», and the most highlighted event in the local and regional mass media an integration of Lumene into Cosmopolitan project «Runaway Bride».
During the communications campaign, Natalie constantly supported the company’s and her own marketing team on current projects and implementation of the marketing communications plans.
KPI:
• A market leader position among skin care and make-up products in the Russian beauty market in the mass media;
• Increase in the number of publications about the company’s activities and its product lines in LifeSlyle, Glossy, Radio, TV, and Internet by 180%;
• Lumene integration in “Cosmopolitan Academy” http://academy.cosmo.ru/ As a result - a great marketing communications support for Lumene among Cosmopolitan audience that is over 6.6 million people;
• The number of the global country beauty events – 6;
• In 2010, Lumene was in Top 10 Beauty Products according to a survey among Russian women whose families’ monthly incomes were over $500 per person.
LUMENE Lasikuja 2, 02780 Espoo, FinlandTel: + 358 204 877 100 | Fax: + 358 204 877 426www.lumene.com
In 2011, Lumene increased in re t a i l s a l e s b y 5 0. 2% a n d increased its customer base by 21.7 % in the Russian beauty market.
The achievements became possible due to successful defining and directing communications about Lumene and its product lines to its many audiences in Moscow and the regions in Russia.
The company’s large-scale marketing and communications campaign spanned more than 30 reg ions o f the Russ i an Federation.
In 2011, Lumen business was mostly expanded through the biggest, modern national retailers: Rive Gauche, Bon Joli, Perekrestok, Olgud, Magnet, etc.
In 2010, Lumene was in Top 10 Beauty Products among Russian women whose families’ monthly incomes were $500 per person, according to a survey.
In the Russian Federation, Lumene was distributed through the biggest, modern national retailers: Rive Gauche, Bon Joli, Perekrestok, Olgud, Magnet, etc. Lumene products are represented in more than 1.000 stores across the country.
Moscow, Russia 2007-2009
Success Story �14
ECI TELECOMTelecom | Network | Solutions | Applications
About ECI Telecom
ECI Telecom, a global provider of networking infrastructure. ECI delivers comprehensive network solutions to service providers around the globe. Along with its long standing, industry proven next generation packet optical transport. Today, ECI offers a variety of SDN/NFV applications, a comprehensive cyber security solution and a range of professional services. ECI solutions and products transform any transport network into a competitive advantage by enabling customers to rapidly and cost-effectively deploy revenue-generating services.
Founded in 1961, ECI has grown from a small technology company into an experienced global provider of networking solutions to the world’s largest carriers. A market leader in many emerging markets, including India and the former Soviet Union, ECI provides efficient, scalable infrastructure that serves as the foundation for the communications of tomorrow.
Headquartered in Israel, with R&D centers in China, India and Israel, and many more 137 countries ECI Telecom is a global company that underlying motivation is to help its clients address their network challenges.
Goals:
• Maintaining and enhancing ECI and it's leaders positive reputation among its customers, partners and the mass media;
• Maximizing the media coverage for the company’s activities and its product lines in the Russian IT/Telecom market;
• Establishing relationships between the Government of the Russian Federation and the company.
Objectives:
• Developing and implementing partner and customer loyalty programs;
• Planning and executing business events: conferences, partner seminars, launches and sales kick off meetings;
• Executing co-marketing activities with the key customers and partners (MTS, MGTS, Megafon, Golden Telecom, etc.)
In 2007, the Russian telecom market was worth approximately $40 billion and has exhibited annual growth of circa 24%, according to the Russian Ministry of Communication and Mass Media.
The ability of ECI Telecom to deliver robust solutions that address customers’ strategic goals have led to the company’s participation in the largest SDH/ WDM network deployment projects for the Russian telecom operators.
In 2007, the SDH/ WDM market in Russia is estimated to have been worth $400 million.
In spite of the highly competitive market that includes such key competitors as Huawei, Alcatel-Lucent, Nortel Networks, and Nokia Siemens Networks, in 2007, ECI was the leader in the Russian SDH/WDM market with a 24% market share.
Moscow, Russia 2007-2009
Success Story �15
Responsibilities:
In ECI Telecom, Natalie Benkendorff’s responsibilities were to manage day-to-day operating activities of the Marketing Department in Headquarters in Moscow, and direct all phases of marketing and communications activities in the Russian and CIS markets.
A recipe for success became an annual marketing and communications strategy, an advertising and a PR campaign in Russia and CIS that was well developed and implemented by Natalie in 2007-2009, as well as a promotional campaign as a support of the country sales strategy.
Natalie enhanced the company's and its leaders' positive image among ECI customers, partners and the Government of the Russian Federation. She built strong relationships with the key customers and partners such as Vimpelcom, Megafon, MTS, MGTS, and Syntera by means of executing customer and partner loyalty programs. Besides, Natalie planed and managed co-marketing activities with the key customers and partners such as Veraz, Networks, Vimpelcom, Golden Telecom, Corbina Telecom, Megafon, MTS, MGTS, and Step Logic.
In 2008, ECI Telecom took a part in the "E-Government» tender in Russia and successfully won it, it became possible due to the fact that the company implemented a cooperative program with the state and local Governments in the Russian Federation.
Besides, Natalie managed partner seminars, sales kick of meetings, press-conferences, launches in Russia, Israel, Swiss, Greece, and Turkey.
On the eve of 2009, Natalie’s arranged the acts of charity in Orel, Russia and built a modern computer class for the orphan children so they can study computer literacy. Furthermore, Natalie attracted funds by means of highlighting the project in the mass media and sending newsletters to SEOs of the leading Russian and International companies in Moscow.
KPI:
• The repeat bargains with the company's key customers and partners has been increased in 1.5 times;
• In 2007, the position of a market leader in terms of sales revenue from providing core DWDM and metro WDM optical transport equipment to the telecom operators in Russia (market share – 24%);
• The «E-Government» tender winer in Russia in 2009;
• Strong working relationships with the key customers and partners such as Vimpelcom, Megafon, MTS, MGTS, and Syntera.
ECI Telecom Ltd. 30 Hasivim Street Petach Tikvah, 4959388 Israel Tel: + 972 3 926 6500, +972 3 926 6555www.ecitele.com
ECI strategy has enabled the company to develop a solid customer base of more than 60 companies in Russia, including the leading fixed and mobile operators: SvyazInvest, MTS, Comstar/MGTS, Vimpelcom, GoldenTelecom, Megafon, Synterra, TransTelecom, and many more.
Global Provider of Networking Infrastructure
In 2008, ECI Telecom has signed a cooperative frame agreement with Synterra, one of Russia's largest nat iona l te l ecommunicat ions operators, for delivery of the XDM AE and BroadGate AE Multi-Service Transport Platform (MSTP) solutions to support the carrier's 60.000 km-long network in over than 70 Russian reg ions , one of Russ ia 's l a rgest nationwide transport networks.
In 2007-2009, ECI successfully co n t i n u e d to e s t a bl i s h i t s presence and partnerships as a key contributor to the growth of the telecommunications in Russia, through innovative technology, efficient platforms and high-level of customer focus.
One of the crucial success factors for ECI in Russia was its ability to adapt and meet local customer needs.
Moscow, Russia 2006-2007
Success Story �16
K-SYSTEMSIT | Personal Computers | Servers | Terminals
About K-Systems
K-Systems, a market leader of computer hardware. The company provides full-scale production of desktop computers IRBIS®, laptops, servers, graphics workstations, terminals, monitors and LED screens. K-Systems computer equipment is made on the company's own production facilities in Moscow and St. Petersburg, and it goes through a complete cycle of pre-sales testing.
The company operates in the Russian market since 1994. Among the company’s partners are the world's leading manufacturers of components and software. Today K-Systems is a holding that unites 19 companies that operate in the major regional centers of the Russian Federation.
K-Systems equipment has the highest quality, which is achieved by both the design and the production. The company’s equipment is certified by the quality system GOST R ISO 9001-96, the company received in 1999.
Goals:
• Developing and maintaining the company's and its leader's positive reputation among customers, partners, and the mass media;
• Increasing the company's citation index;
• Increasing the company and its brand awareness in the mass media;
• Building relationships between the company and the Government of the Russian Federation.
Objectives:
• Rebranding of the business;
• Improving brand health and its KPIs;
• Shaping the company corporate identity;
• Associating the brand with a slogan «It is easy to make a decision»;
• Maximizing press coverage for the company and its products (print, online, radio, and TV).
In 2006-2007, K-Systems demonstrated immense growth in production of personal computers.
In 2006, K-Systems opened a production and warehouse complex in Vidnoe, Moscow region. The total production capacity of the complex was more than 300.000 personal computers per year. In the same year, K-Systems started the construction of production and logistics complex in the Kaliningrad region with a capacity of more than 1.5 million units per year.
In 2007, the company completed construction and launched production complex in Mytischi, Moscow region.
Moscow, Russia 2006-2007
Success Story �17
K-Systems 19 Mira Street, Moscow, Russia, 129090Tel: +7 495 411 8835www.k-systems.ru
KPI:
• The leading position in the mass media popularity rating among the key players in the Russian IT market in 2006;
• Increase of retail sales in 2.4 times (market share - 30%);
• Increase of the media coverage by 300%.
• The co-marketing activities as a part of strategic plan with Intel, AMD, Samsung, and Kaspersky Lab;
• The second position in Top 3 retail sales in the Russian IT market in 2006, according to IDC and Gartner financial reports;
• Strong working relationship between the Government of the Russian Federation and the company. State contracts.
Responsibilities:
In K-Systems, Natalie Benkendorff was responsible for developing and implementing a PR strategy and a retail network promotional campaign in the Russian and CIS markets.
In order to achieve the company’s goals Natalie focused on building K-Systems and its leader’s positive reputation among its customers, partners, and the mass media. It allowed Natalie to develop strong working relationships with the Government of the Russian Federation, the Ministry of Defense, the Ministry of Communications, as well as with the federal retail networks such as Media Markt, M.Video, Eldorado, and the strategic partners - Intel, AMD, Samsung, and Kaspersky Lab.
She also developed and implemented a mass media engagement plan, and built strong working relations with the key mass media (print, online, radio, and TV), arranged 1-to-1 interviews with K-Systems leaders and speakers, assisted media enquiries, and managed regular update of media database.
Besides, Natalie developed and implemented Indoor and Outdoor co-marketing activities with K-Systems vendors and distributors. She planned and executed ATL and BTL activities; coordinated product placement on TV (a movie, TV programs). She also planned and implemented such marketing events as exhibitions, press-conferences, press-tours, launches, and a road show.
The crucial success factor for K-Systems was rebranding of the company that improved the brand health and its KPIs.
In 2007, K-Systems, according to IDC, has strengthened its position and took 2nd place in the desktop market after Depo Computers in the Russian Federation.
The market share of K-Systems in the Russian market has reached, according to independent experts, over 30%.
In 2007, K-Systems value was $200 million, according to a survey.
K-Systems placed its advertising materials in the leading glossy magazines and Internet resources, the company was also involved with the major Russian radio stations and TV channels, managed street advertising in Moscow and St. Petersburg, Russia.
The number of publications about K-Systems and its products reached over 1.000 in more the 100 print and online magazines.
In 2006-2007, K-Systems was one of the major newsmakers in Russia.
K-Systems and its products were constantly highlighted in digital, social and print media space in the Russian Federation.
Cape Town, South Africa 2015
Success Story �18
«It always seems impossible until it’s done.» - Nelson Mandela
Copyright © 2015 Natalie Benkendorff, Success Story. All rights reserved. This material may not be republished and duplicate without express and written permission from the author.