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Our Culture and core values

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Red is symbol of power and prestige. It is also associatedwith heat. We refer to something that is really hot as "redhot." Red is associated with energy, strength, power,determination as well as passion, desire, and love.

Red brings text and images to the foreground. Use it as anaccent color to stimulate people to make quick decisions;Red is energizing. It excites the emotions and motivates usto take action. It signifies a pioneering spirit and leadershipqualities, promoting ambition and determination.

It is also strong-willed and can give confidence to those whoare shy or lacking in will power.The color red can stimulate the appetite, often being used inrestaurants for this purpose. It also increases craving forfood and other stimuli. In Eastern cultures such as China redis the color for good luck.

Positive Meanings in Business:

Action, Power, Energy, Speed, Passion, Desire, Strength, Courage, Attention-getting, Motivating, Stimulating, Driven and determinedExciting, Warm, Spontaneous, Assertive and confident

we are a fast company. We believe in doing thing much faster than our competitors, we think fast, act fast and react fast. We are quick decision makers.

We wholeheartedly believe in our company; its goals and objectives are our mission, and we enthusiastically embracethem and relentlessly pursue them. More importantly, we truly believe in each other, care, protect and support eachother.

Like a family, we are united by an unspoken pledge, bound by our convictions. We Value dedication, and are moved tohelp each other and create value for our customers. We accept nothing less than loyalty in our ranks. We are true toeach other and to our cause.

We are Ambitious and aggressive, driven and determined, enthusiastic and energetic, we cultivate the opportunity tocompete. We love challenges, viewing them as an invitation to success. A true team, we work together to routinely pleaseour customers and consumers, surpass our record achievements, and drive our organization to greater success

We engages the passion and drive of the individual team members and motivates them from inner levels. our goals areestablished in personal, team, and corporate vision and mission statements. Each individual and the team in ourcompany creates objectives to meet their goals and action plans that will give concrete steps to move them towardour success .we create leaders not managers. Our leaders will always learn, They celebrate successes with their team,They set stretch goals and achieve them, strive for excellence and set challenging goals, constantly seekingimprovement and exhibiting confidence that their group members can meet their high expectations

We wholeheartedly believe in our company; its goals and objectives are our mission, and we enthusiastically embracethem and relentlessly pursue them. More importantly, we truly believe in each other, care, protect and support eachother.

Like a family, we are united by an unspoken pledge, bound by our convictions. We Value dedication, and are moved tohelp each other and create value for our customers. We accept nothing less than loyalty in our ranks. We are true toeach other and to our cause.

Core brand attributes

The Transition model

Current Brand ImageBrand Equity

Aspirational Brand

Transition: bridge between existing reality & desired

state

Time

as Chef

as Chef

as ChefMrs.Sanaz

Minai as Chef

Mrs.Sanaz Minai as instructor & trainer

Sanazsania: the culinary art academy

Sanazsania: culinary academy & recipe provider

Sanazsania: Magazine & Culinary Art Education

Our Brand Image & positioning Development

3 Years

Brand Architecture ( brand relationship spectrum)

In the optimal brand portfolio each brand maximizesequity in combination with all others!

Brand architecture is the way in which the brands within acompany’s portfolio are related to, and differentiatedfrom, one another.

The architecture should define the different leagues ofbranding within the organization; how the corporatebrand and sub-brands relate to and support each other;and how the sub-brands reflect or reinforce the corepurpose of the corporate brand to which they belong.

“We just provide some brand names as anexample”

Creative Carte : Carte means menu & card in French

From Sanazsania as recipe Magazine and culinary art education Ins. To Sanazsania: A culinary Industry brand which provides

Goods, Solution and services in food and hospitality

From Sanazsania as recipe Magazine and culinary art education Ins. To Sanazsania: A culinary Industry brand which providesGoods, Solution and services in food and hospitality

Magazine :

A. We should add such subjects as : Huetrition, Beauty foods,Brain enhancers, Mood foods, Immunity, Digestive health,hand-hold foods, kitchen furnishing solutions, wellness.

Culinary Art + Soul

B.Focusing & Using less studio produced steel-lifephotography and add more lifestyle (add human subjects-addsoul!)pictures to our contents.

C. We should provide broader client list on our print ad mediaspace, by this we mean we should move from putting ads juston kitchen wares, foods & beverages to health clubs, gyms,health drugs, sport equipment, travel agencies beautyproducts.

*Huetrition is nutrition based on eating a daily variety of health promoting, pure colored andminimally processed foods, namely fruits and vegetables.

Magazine (Count`d) :

D. We should use contents & pictures of classes & experiencesthrough interviews, recipe provision to keep our no.1 positionalso in doing not just in talking!

Culinary Art + Soul

E. We will define a unique visual identity for Mag. In which wecan find our main colors, layouts and…..

F. To reaching our goals in having a dialogue with our consumerswe will identify majority of them through creative informationgathering techniques for CRM processes execution.

G. Adding more technology spice to our magazine throughusing virtual reality ,QR codes and SMS feed back system.These will provide us : 1-More consumer engagement on topics2-increase our website & SMs Traffics 3-it is a revenue model forour video selling

From Sanazsania as recipe Magazine and culinary art education Ins. To Sanazsania: A culinary Industry brand which providesGoods, Solution and services in food and hospitality

From Sanazsania as recipe Magazine and culinary art education Ins. To Sanazsania: A culinary Industry brand which providesGoods, Solution and services and lifestyle content provider

Magazine (Count`d) :

H. We will provide our consumers with event-based campaignsusing global & local calendars` events.

Culinary Art + Soul

I. We will tune up our Dist. Channel through controlling onkiosks and retails and with collaboration with differentdistributors .

J. We will add party time recipes to pave the way for ourcatering`s products. We will provide such recipes as :cocktails,finger foods, ideas, color solution and ..

K. We provide our consumers with electronic version of our MagThrough membership and Pdf readers (tablets).

From Sanazsania as recipe Magazine and culinary art education Ins. To Sanazsania: A culinary Industry brand which providesGoods, Solution and services in food and hospitality

From Sanazsania as recipe Magazine and culinary art education Ins. ToSanazsania: A culinary Industry brand which provides Goods, Solution andservices in food and hospitality

Academies : Good feel + Good times + Good friends

A. We will provide everything our students need for their memorablegathering so, they can relax & join in on the fun while learning a newcooking skill. We will make them believe (through our marketingactivities) that the kitchen is a perfect place to entertain for justabout any occasion. We provide them with funny gathering,memorable gifts, magazine interviews and pictures, social networkspresence of their work, promotional offers, weekend gathering

B. We will inspire family kids culinary creativity by starting junior chefclasses and academy, we teach them, inspire them and prepare sucha situation as colorful and exciting. We will plan kids & teens cookingcamps.

From Sanazsania as recipe Magazine and culinary art education Ins. To Sanazsania: A culinary Industry brand which provides Goods,Solution and services in food and hospitality

Academies (count`d) :

Good feel + Good times + Good friends

E. In our Masstige academy (Culinary Club) we will provide ourstudent personalized attention and tailor-made workshops andcourses.

C. We will reform our acquaintance to graduation journey of ourstudent from just a learning environment and learning experience toa professional, fun, cool, fresh and entertaining experience andatmosphere. By that we mean we also reform our decoration &procedures

D. We will open worlds first online & offline culinary library &reference center, inside, every culinary art enthusiast can find whathe or she looks for in forms of : books, pamphlets, movies, sounds,pictures and recipes

From Sanazsania as recipe Magazine and culinary art education Ins. ToSanazsania: A culinary Industry brand which provides Goods, Solution andservices in food and hospitality

Academies (count`d) :

Good feel + Good times + Good friends

H. Providing students with branded uniforms & tools

F. We will redefine our photography style standards which shows oursocial network followers and magazine buyers a touch of ourstudents` experience in our academies: they wear Sanazsaniauniforms in red & white, always smile, good quality of pictures

G. Opening of social networks pages :Instagram, Face book, Pinterest

I. Horizontal expansion to men & children markets in culinaryeducation

J. Advertising in relevant magazines like :Tourism & Hotelmanagement , advertising in hospitality education universities,holding gatherings for hotel and restaurants managers.

From Sanazsania as recipe Magazine and culinary art education Ins. ToSanazsania: A culinary Industry brand which provides Goods, Solution andservices in food and hospitality

Academies (count`d) :

Good feel + Good times + Good friends

K. We will add much more credit to our certification through gettingInternational associations endorsements (Int. Grade).

L. Geographical expansion to 6 main cities of Iran : Karaj, Mashhad,Isfahan ,Shiraz, Ahwaz and Rasht through franchise contracts

From Sanazsania as recipe Magazine and culinary art education Ins. ToSanazsania: A culinary Industry brand which provides Goods, Solution andservices in food and hospitality

Websites:

Put some entertainment on it!

A. Defining photography standards

B. Benchmarking & analyzing competitors through specified timings

C. Synching editorial calendar with marketing

D. SEO optimization through keyword proper definitions & tags

E. UI/UX development based on each brands identity

F. Getting traffic from branded contents & advertisements

G. Content development aligned with Mag contents and Brandpositioning

From Sanazsania as recipe Magazine and culinary art education Ins. ToSanazsania: A culinary Industry brand which provides Goods, Solution andservices in food and hospitality

Websites:

Put some entertainment on it!

H. Developing our heritage story and time line for main website

I. Putting videos reflecting students stories of their experiences withSanazsania

From Sanazsania as recipe Magazine and culinary art education Ins. ToSanazsania: A culinary Industry brand which provides Goods, Solution andservices in food and hospitality

Social Network Marketing:

Lets start a chat!

A. Opening popular SN pages for academies, sub brands and magazine

B. We will provide tools for content planning calendar

C. We will graphically synchronized our SN pages with brandsidentities

D. We should define standards for conversations and standards forphoto usages based on BI

From Sanazsania as recipe Magazine and culinary art education Ins. ToSanazsania: A culinary Industry brand which provides Goods, Solution andservices in food and hospitality

Social Network Marketing (count`d):

Lets start a chat!

E. We should change our approach toward using SN as contentproviders to consider them as : 1-Cusomer service tool 2-product &services feedback taker 3-industry networking tool 4-a mediachannel to promote our promotions and contests 5-News feeder6- Internal collaboration tool

F. We will share our students & employees experiences and stories through channels such as Aparat & Youtube.

G. We will create target profile for each page , describing and defining our intended target audiences , their needs and our goals (in milestones)

From Sanazsania as recipe Magazine and culinary art education Ins. ToSanazsania: A culinary Industry brand which provides Goods, Solution andservices in food and hospitality

Social Network Marketing (count`d):

Lets start a chat!

H. We will provide our corporate digital marketing unit monitoringtools & platforms to analyze ROIM & ROIB, Growth rates (Non-financial :followers increase, WOM, visitors number increase, SEO forour SN pages controls and improvements

From Sanazsania as recipe Magazine and culinary art education Ins. ToSanazsania: A culinary Industry brand which provides Goods, Solution andservices in food and hospitality

Books:

Cooking with love

A. Visual integration of books based on our BIB. Channel development through forming partnership with main

cities dealers and distributorsC. POSM development: dangler, poster, leaflet and creative

merchandizing standsD. Tehran special retails market censusE. Selling books through E-commerce channels (+using banner ads)F. Promoting book through our SN pages and PRG. Promoting book through creative mall & shopping center venue

advertisements

From Sanazsania as recipe Magazine and culinary art education Ins. ToSanazsania: A culinary Industry brand which provides Goods, Solution andservices in food and hospitality

New Business Unit (Kitchen Products):

The kitchen will season with love

A. We will Start negotiating and importing culinary art good likefondant, bakery,cookind & confectionary tool and we propose tobrand them under Goldenchef brand

From Sanazsania as recipe Magazine and culinary art education Ins. ToSanazsania: A culinary Industry brand which provides Goods, Solution andservices and lifestyle content provider

New Business Unit (B2B Services):

We are taste emperors!

A. We will provide foreign food & beverages companies with suchservices as helping them in taste adaptation of their products (flavor& taste solutions for Iranian market)

B. We will provide domestic food & beverages companies with suchservices as taste & flavor corrections, NPD and trainings.

C. We will provide domestic hotel, resorts, restaurants and café withtraining solution in culinary and hospitality

D. We will provide café & restaurant start-up solutions for Iranianbusiness starters.

From Sanazsania as recipe Magazine and culinary art education Ins. ToSanazsania: A culinary Industry brand which provides Goods, Solution andservices and lifestyle content provider

New Business Unit (Catering):

Follow UR heart!

A. We will provide Tehran market with catering products forpremium segment of market , presenting catering services forparties, conferences, weddings and birthday parties

B. We will provide Tehran market with catering general foodsproducts in different 5 points: Africa, Elahieh, Niavaran, pasdaran,shahrake gharb

From Sanazsania as A culinary Industry brand which provides Goods, Solution and services in food & hospitality to Sanazsania

corporate brand as a life style trendsetter and provider of goods, services and solutions in culinary, health and entertainment

From Sanazsania as A culinary Industry brand which provides Goods,Solution and services and lifestyle content provider to Sanazsaniacorporate brand as a life style trendsetter and provider of goods, servicesand solutions in culinary, health and entertainment

Magazine : Epicurean lifestyle + live foods

A. We should go much through lifestyle approach and itmeans capitalizing more on popular interests like: destinationrestaurants rating, celebrity and celebrity chefs, travel andfamily health management issues, men health & fitness issues,culinary-fashion-health start-ups news coverage, men &women beauty solutions.

From Sanazsania as A culinary Industry brand which provides Goods,Solution and services and lifestyle content provider to Sanazsaniacorporate brand as a life style trendsetter and provider of goods, servicesand solutions in culinary, health and entertainment

Magazine : Epicurean lifestyle + live foods

B. We will provide our consumers with contests like takingselfie with their family & friends in trips they go with local &international tables they gather at and send it to us, and wewill sponsor the best picture takers next trip!

C. We will Distribute magazine in any lifestyle orientedlocations such as gyms, café, Airplanes and …

From Sanazsania as A culinary Industry brand which provides Goods,Solution and services and lifestyle content provider to Sanazsaniacorporate brand as a life style trendsetter and provider of goods, servicesand solutions in culinary, health and entertainment

Magazine : Epicurean lifestyle + live foods

D. We will send our consumers little but exciting gifts andgreeting cards through direct mail & email.

E. We will introduce our magazine and portfolio of businessesin Persian language speaking countries around first throughincreasing brand awareness by using local advertisements andsatellite TVCs.

From Sanazsania as recipe Magazine and culinary art education Ins. ToSanazsania: A culinary Industry brand which provides Goods, Solution andservices and lifestyle content provider

Academies : Good feel + Good times + Good friends

A. Invitation of globally well-known chefs to Iran and our academiesand do a big bang PR campaign

B. Holding 1 day panels for international tourists who come to Iranabout Iranian food making. We will inform them through airportcounter advertising.

A. Media Advertising, Selling StrategyB. Media Buying & Types of media we will use

Our Strategy in media selling would be :Cross MediaReach and that means we are going to provide ourpotential & existing customers with portfolio ofmedia channels and sell our media across differentchannel as : print, digital, space, cobranding , co-marketing.

Print Media : magazine print ads, leaflets andbrochures inside magazine, branded leaflets ofSanazsania & our other brands, Internal materials,our books and academies poster (co branding),reportages ads.

Digital Media: website banner ads, Application ads,Pre-Video ads in our website-Youtube-Aparat, Pop-ups, QR-Codesrevenue model(digital media) will be: ad bundling+CPC (cost per click) for : Pop ups, Banner Ads, App adsFixed Cost for: Pre-Video Ads, QR codes, Websitebanner adds

Space (in-location) Media : Wall-frame fixed space,fixed display stands, equipment (+ tools & gadgets)sponsorships, direct endorsement, Cooperation inholding contest (in any form inside and out sideacademy), TV-Space TVCs, Vcam AdvertisingPlayer/Display Screen.

Regarding our portfolio of businesses now and in comingfuture we should focus more on these media andcommunication channels to promote our brands, products andservices:

Direct mail, BTL activities like promoting our product andservices in schools, set up beach events in summer times,sponsoring relevant events, advertising our B2B services intourism and entertainment related magazines. Brandedmerchandise as gifts, leaflet development for our B2B services,Global Celebrity chefs endorsements, Billboard advertising forour academies, Banner advertising in relevant websites