ГК Лама Marketing strategy


In May 2011 the project develop a marketing strategy for the Civil Lama has been completed. The  "Lama Group" is a leading retailer in Tomsk, Russia, with 15 years of successful business history. LAMA Group  is developing a retail network in three formats: hypermarkets "Food City" - a total area of ​​10,500 m2, the supermarkets "Apricot" - total area of ​​10,000 m2; supermarkets "ЛАМА" - the total area of ​​4500 m2.

The project was completed on the basis of the development of special methods of marketing strategy for retailers - Business OnTrack for Retail. The application of this approach allowed us not only to obtain practical results in the short term, but also to transfer knowledge and skills the team ГК "LAMA" for further independent use.

One of the key objectives of the project was to segmentation of retail customers and positioning the format. Segmentation was performed on the basis of the analysis of consumer behavior, which gave a deeper understanding of the target customers and allowed to clearly define the market potential and key benefits that should offer a format of "Apricot". When positioning the format was used positioning model of retail chains "The EST" together with the "Cube of positioning." A unique value for the development of a competitive niche and finding used analysis of "strategic outline" technique "Blue Ocean Strategy".   

"The project has allowed to focus our marketing resources to target segments identified in the course of the project and form a strategy of pricing categories and thereby increase economic indicators scheduled format," Natalia Piunova, Director of Marketing of MS.