Ukrainian agrarians learned to create and promote their brands

Consultants of the International Trade Center project in Ukraine organized the training “Branding and Creating Value for the Client” in Odesa. It was organized for fruit and vegetable producers from southern Ukraine. The event was attended by 20 representatives of enterprises from Kherson, Mykolaiv and Odesa regions.

During two days, the leading teacher of the Kyiv-Mohyla Business School Olena Maltseva shared with the participants the interesting information about the “golden rules of marketing”, a modern approach to positioning their products in the market, the stages of the formation and promotion of the brand, the development of effective strategies for the representation of companies in public space.

Speaking about the brand, Olena Maltseva cites a quote from the American businessman Jeff Bezos: “Brand is what people are saying about us when we leave the room”.

In general, the event was very intense and informative. As an example of the development of successful companies and their brands, the lecturer showed the benefits of a well-thought approach to presenting their products on the market: from idea to visualization. Participants also analyzed mistakes that prevent the implementation of innovation, the development of companies or lead to “aging” and the decline of brands.

“Firstly, I liked the lecturer. I noticed that Olena Maltseva, an experienced specialist and understand in what she’s talking about and can easily explain to the audience,” said Kseniya Karpenkova, a communications specialist at the Kherson Chamber of Commerce and Industry.

“The training materials allowed us to look at marketing from three points of view. Firstly as a consumer. In spite of the fact that I consider myself a conscious buyer, some moments have made me think. For example, when it came to the shape and color of the bottles in which the water was sold, I remembered why I once bought the water – because I liked its blue bottle. The second point of view is from companies that offer products or services. In the Chamber of Commerce we offer the services. It’s also important for us to understand how to properly use marketing tools to differentiate from others. And the third aspect is from the position of the consultant. Soon I will advise agrarians on marketing. Therefore, it was important for me to learn how to bring the same information to my clients,” said Kseniya Karpenkova.

“The training was intense, we got a lot of interesting information about effective marketing and branding. The lecturer quickly understood the specifics of our audience and gave interesting tips, cited examples. The main thing that I realized for myself is the importance of focusing the direction of development before the start of any business, any project. After the training, I decided to focus on the segment of hotels, restaurants and cafes. Using the recommendations of Olena Maltseva, we will develop a marketing strategy,” said Fedir Rybalko, head of the Agat-Pivden company from Kherson.

The project “Linking Ukrainian SMEs in the Fruits and Vegetables Sector to Global and Domestic Markets and Value Chains” aims to help Ukrainian enterprises from Kherson, Mykolaiv and Odesa regions to integrate into domestic and global value chains and access new markets, with a focus on the EU. The Project is funded by the Government of Sweden and the International Trade Centre. 

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