Produkty Pitania Company completed restyling its Zolotoy Petushok trademark
— 2005-09-23 —

 

Moscow, Sept. 23, 2005, - PRODUKTY PITANIA Company, Russia’s largest manufacturer of frozen convenience foods under the brand names ZOLOTOY PETUSHOK AND DOMASHNAYA SKAZKA, announced today that it has finished redesigning its ZOLOTOY PETUSHOK trademark. 

PRODUKTY PITANIA’s marketing strategy focuses on maintaining its high sales growth rate, retaining its market leadership, and enhancing its competitive advantages. During its first stage of corporate development, the company targeted sales and distribution, using a push-strategy. But today, marketing efforts have shifted towards a pull-strategy – or communicating key messages about the ZOLOTOY PETUSHOK product line to consumers, by launching a solidly outstanding trademark with a strong emotional component.

In creating its approach, PRODUKTY PITANIA conducted a thorough market analysis that included both qualitative and quantitative research to develop and redesign ZOLOTOY PETUSHOK’s signature branding, in line with the company’s new positioning strategy. Both the logo and packages of all ZOLOTOY PETUSHOK products were restyled to achieve a more vibrant branding identity as a tool for enhancing consumer recognition and response.

The trademark targets average income people, aged 25 - 45, with an emphasis on strong professional women with young families.  These consumers appreciate a wide range of high-quality products that are quick and easy to cook. PRODUKTY PITANIA launched its ZOLOTOY PETUSHOK product line in 1996, as the company was becoming a pioneer in the Russian frozen convenience foods market. Since then, Russia’s competitive environment and consumer habits have changed.  

The ZOLOTOY PETUSHOK trademark has become well-known to and appreciated by Russian consumers.  With that in mind, the new design retains most of the trademark’s original graphic elements, with a few minor changes to some of these elements (print and shape), and a brighter color scheme to make the logo and packaging more open and friendly.   

Red and yellow are used to elicit a more emotional response from consumers, as well as to symbolize an active lifestyle that is cheerful and optimistic. These brighter and clearer colors add new semantic components to the brand.   

PRODUKTY PITANIA’s major goal in restyling its product packages was to raise consumer recognition for and response to these products in retail outlets, while retaining many of the brand’s more recognizable elements.   

There are three types of packages – sacks, boxes and trays. Each group of products has its own color: red for ready to cook meat convenience foods; orange for ready to eat courses; green for vegetable products; and yellow for hot snacks. 

Each package includes a logo in the upper right corner, together with the red checkered stripe that completes the logotype, along with a graphic representation of the product.  All of the new packages are styled with the prominent brand signal – a red checkered tablecloth – which, as our survey results point out, Russians associate with a comfortable home and dinner conversations with good old friends and family. Thus, the tablecloth is very easy to remember.

Tea Grguric, PRODUKTY PITANIA’s Vice-President for Marketing, says that “experimenting with colors helps introduce a vivid element in consumer communication, and ties cooking at home with the feeling of joy, comfort and warmth”.

Consumer convenience was one of the main criteria used in redesigning packages. This restyling strategy includes easy visual perception (detailed product description is provided in special graphic areas and each package has a “window” through which consumers may view the product before buying it), and cooking convenience (the reverse side of all packages features detailed recipes for courses served with a variety of sauces and garnishes). 

“All of these innovative elements will contribute to creating a strong brand, and are designed to emphasize the product’s unique character, as well as to elicit positive emotional responses from consumers,” says Grguric. “ZOLOTOY PETUSHOK is an appetizing and tasty product, which offers a variety of full-value courses for the entire family. Housekeepers can be sure they are making the right choice, because our high quality products are more than just tasty treats; they come in cheerful packages that are pleasing to everyone who sees them.”