The AVK’s re-branding – the finishing stage of the Company’s new business stragedy introduction

The AVK Company is carrying out the re-branding of its original brand. The purpose of the re-branding is to form the image of AVK as a premium chocolate brand in the perception of consumers.

The refreshment of the AVK brand includes the change of the logo, a wide-scale advertising campaign and consequent imprinting of the new logo onto packaging covers of all company’s confectionary products.

The new AVK logo has been created based on the “chocolate” values of the brand: a classical style, a reserved engraving form, clear and legible letters. Besides the refined graphical form, the new logo contains the foundation year to witness the considerate professional experience in the manufacturing of chocolates.

“The re-branding has laid the finishing stage of the new business strategy introduction within the company which has been aimed at the focusing on the most promising segments of the confectionary market and particularly, chocolate products,” says the AVK Company’s General Director, Andrey Dikunov, “Re-branding was preceded by several years of wide-scale internal changes such as optimization of the brands portfolio, significant investments into manufacturing, re-engineering of the Company’s organizational structure.”

As a result, the products portfolio of the Company has decreased from 300 to 200 titles during the past three years. “The Company has significantly decreased its presence in the lower price segment of the confectionary market,” points out the Marketing and Sales Director of the AVK Company, Vladislav Averchenko, “At the same time, all novelties launched by AVK have been targeting middle and upper-middle price segments: “Cream-dessert” and “Domior” chocolates, “Zhuvilend crazy strawberry” and “Zhuvilend curly cola” chewing jelly sweets and many others.”
Parallel to that, the AVK Company has heavily invested in the modernization and expansion of its manufacturing capacities targeting confectionary production in the premium segment, primarily chocolates. More than $30 millions have been invested towards such expansion goals during 2005-2007. For instance, the chocolates manufacturing capacities have grown by 50%.
The shift in priorities has let the entire team of professionals in production, sales and marketing to focus their efforts on the premium chocolate products. All tires of the Company’s staff have been engaged in a complex motivation program linking the individual results achievement by each department and every employee with the overall goals of the Company.
The primary plan of the Company by the end of the year is to have chocolate products sales reach the 80% share of the total AVK sales volume.