VIVA is a network of bakeries and pastry shops in Baku. Each product at Viva is the result of years of experience and secret recipes passed down from generation to generation. Viva has become not only a place to enjoy wonderful caramels, cakes, and pies, but also a symbol of quality and tradition. The Viva network continues to expand, opening new locations and offering guests increasingly new masterpieces.
We were faced with a comprehensive task that required coordinated action from the entire team.
1. Conduct in-depth market analysis of the Baku market regarding the consumption of confectionery and bakery products.
2. Analyze direct and indirect competitors using SWOT analysis methods and comparative analysis, studying competitors in the market. Investigate their strategies, advantages, and disadvantages to develop our own competitive advantages.
3. Analyze the target audience of competitors by creating surveys and forming focus groups.
4. Perform a complete rebranding.
5. Create a brand book with detailed rules for using the brand to ensure its consistency in all communications.
6. Develop a new positioning, key features, and values of the Viva brand.
7. Build a marketing strategy for the next year.
