Genius iRU / Ya Corporation helped Genius iRU brake away from competitors

Prehistory

In the beginning of 2001 the well known Taiwan manufacturer of computer hardware and accessories KYE Systems (the owner of trade mark Genius) has decided to enter the market of ready assembled computers. For promotion of trademark in Russia NCA Group was created, which was founded by one of the largest domestic distributor companies LC Group. NCA Group sold ready assembled computers under Genius trademark with a prefix iRU. Sale volumes at the initial stage have appeared to be insignificant - it was possible to sell only about 2500 machines per month. Management of NCA Group had to solve the problem - to increase sales in the shortest terms. For that, it was necessary to position a new brand and to emphasize it from the similar products of the companies-rivals. For realization of this program Communication group YA Corporation has been involved.

The event

Experts of communication group have developed and organized in December 2001 promo event "They will not going to get us!" As target audience the Moscow automobilists have been chosen - as representatives of social layers of the population with average and above average incomes. Within two weeks several groups of promoters have been working on the streets and distributed special Genius iRU stickers to car owners. The car owner, who has received a sticker, should have placed it on back glass of the car and must have registered via special hot line. At the same time information support of competition was organized through the central printed media, where editorial materials with conditions of the event were published. About 3000 people participated in the event. Winners were picked randomly by the computer and received prizes from Genius iRU - computers and accessories (mice, scanners, joysticks).

The results

The event had a wide response and has been recognized as successful. Less than in a year after Genius iRU has entered the market, trademark became popular among buyers and established in the TOP10 companies in the computer market. Inspired by success NCA Group as a result has decided to develop independently in the market. They have invested money in the organization of its own manufacturing and have presented its product under iRU trademark without prefix Genius. The trademark is considered to be successful. The company is planning to further on organize such events with the help of  YA Corporation. We are grateful for all the help that  YA Corporation has offered to us. We hope that we will further on continue our joint work on the project. 

Nissan / YA Corporation explained to corporate clients why they needed Nissan cars

Background

Beginning from the year 2000, the automobile market of Russia has been witnessing a boom in the sales of new imported cars. Quick development of consumer crediting system and raise in income level of the population contributed to increase in purchasing power and facilitated sales of imported cars in practically all price segments. In pursuit for meeting the soaring demand, foreign automakers started hastily opening automobile service centers and saloons across the country, reequipping their production facilities, incepting car assembly plants inside Russia, introducing flexible price policy and trade-in system. All these factors resulted in surge in middle price segment of car sales, especially among corporate clients, many of whom are purchasing cars with considerable discounts and on leasing terms.


One of key players on the market of new middle class cars became Nissan Motor Co, the second largest car making company of Japan. First official sales of Nissan dated as far as 1993, and since that time over 100 000 vehicles were sold in Russia.

In the year 2005 the Moscow representative office of Nissan – Nissan Motors Rus - took a strategic decision to dramatically increase sales among corporate clients in the conditions of highly competitive environment. The decision led to the development of a special program designed to attract new corporate clients from various segments of private and state sectors. The bedrock of the new program was a bright and exciting PR-event, which the YA Corporation was assigned with for development and practical implementation.

Implementation

In the course of event preparation the YA Corporation analyzed and compiled a data basis of selected 300 large target foreign and Russian companies, running fleets of corporate cars. The listed target entities run both state owned and private cars. In the aftermath of telephone blitz interview with fleet managers of each target organization the final list of PR-event attendees was drawn up. The list covered both fleet managers and executives, interested in the event and those who were ready to buy Nissan cars.

 
The «YA Corporation» developed an event scenario and implementation plan, invited the target audiences, decorated the event venue in “Crocus City Mall” trade center with Nissan promo banners and balloons, arranged a special entertainment program and a mini-show “Why Nissan?”, moderated by Nikolay Fomenko, editor-in-chief of “Auto pilot” monthly and well known showman of the country. 
The Agency also organized a special test drive, involving all Nissan basic cars, as a pivotal action of the entire PR-event. The test drive of new Nissan cars turned out to be one of the most popular stages of the event since over 80% of all guests took part in it.

All presentation event sections provided ample opportunities for the guests to get acquainted in person with new models of cars of the Nissan corporation, to establish direct personal relations with senior managers of Nissan Motors Rus, to evaluate advantages of the new Nissan corporate client program.

Results

The carried out PR-event provided strong opportunities for the Nissan Motor Rus to enlarge its data basis of potential corporate clients, to stir up interest of large foreign and national entities towards current and new Nissan range of cars and eventually helped substantially increase sales of the Nissan cars.
The poll among Nissan cars presentation attendees, conducted in the aftermath of the event, convincingly showed, that all guests got all necessary data about Nissan cars and Nissan price policy, tested in person technical qualities and advantages of the car range, manufactured by the corporation.