Account Planning School of Account Planning School of the Webthe Web

-second assignment--second assignment-

Location: RomaniaLocation: Romania

What do What do they they say about say about Romanians?Romanians?

Romanians - culture marked by Romanians - culture marked by uncertaintyuncertainty, , scepticismscepticism and and excessive criticismexcessive criticism..

They don’t believe either in themselves or in the others: any accomplishment has They don’t believe either in themselves or in the others: any accomplishment has something fishy behind.something fishy behind.

They constantly experience an identity crisis: They constantly experience an identity crisis: what do the others think about me?what do the others think about me?

They seem to have an They seem to have an inner tormentinner torment, which they cannot surpass under any , which they cannot surpass under any circumstance.circumstance.

Everything in a strong contradiction with what a Romanian actually wants and tries to Everything in a strong contradiction with what a Romanian actually wants and tries to

be: a cheerful, spiritual, inventive guy, the type of the inborn sociable person.be: a cheerful, spiritual, inventive guy, the type of the inborn sociable person. They are also defined as They are also defined as controversial and surprisingcontroversial and surprising, Romania being one of the , Romania being one of the poorest countries in Europe in which, however, the latest models of cars appear before poorest countries in Europe in which, however, the latest models of cars appear before

in the much richer countriesin the much richer countries.. However, Romanians are However, Romanians are optimisticoptimistic that one day they will define themselves the way that one day they will define themselves the way they really are, proud of their nature, affirming themselves openly, because they want they really are, proud of their nature, affirming themselves openly, because they want

community to recognise their value.community to recognise their value. – Way out = (often snob-like) self-definition through brandsWay out = (often snob-like) self-definition through brands

russell davies:

I’m not quite sure who ‘they’ are.

russell davies:

I’m not quite sure who ‘they’ are.

russell davies:

This is all interesting stuff, but I’m not quite sure why you’re telling me it. You need a title slide or something to set up what you’re talking about.

russell davies:

This is all interesting stuff, but I’m not quite sure why you’re telling me it. You need a title slide or something to set up what you’re talking about.

Relationship between Romanians Relationship between Romanians and brandsand brands

basic preconditions for a successful brandbasic preconditions for a successful brand::

– benefits from a powerful and intelligent communicationbenefits from a powerful and intelligent communication – – high visibilityhigh visibility

– is a popular brand, which everybody looks for and appreciates, it’s a is a popular brand, which everybody looks for and appreciates, it’s a mythmyth (such (such as German cars, Nike etc…)as German cars, Nike etc…)

– is is relevantrelevant

– promises promises constant qualityconstant quality and and doesn’t let down in timedoesn’t let down in time, cause Romanians , cause Romanians tend to consider each thing they buy (especially those which are expensive) an tend to consider each thing they buy (especially those which are expensive) an assetasset, an investment that should satisfy their needs for a long period of time , an investment that should satisfy their needs for a long period of time (sometimes even regardless of the manufacturer’s provisions)(sometimes even regardless of the manufacturer’s provisions)

– Therefore, international brands are way ahead Romanian brands, the latter still Therefore, international brands are way ahead Romanian brands, the latter still having to recover and get universally accepted, recognised and searchedhaving to recover and get universally accepted, recognised and searched

russell davies:

This is good stuff. Can you make it shorter? More succinct?

russell davies:

This is good stuff. Can you make it shorter? More succinct?

Introducing DACIAIntroducing DACIADacia is not just a car, it’s one of the Dacia is not just a car, it’s one of the very few brands which survived very few brands which survived

communismcommunism It preserved its cultural relevanceIt preserved its cultural relevance

it kept pace with timeit kept pace with time

it didn’t quitit didn’t quit It’s a brand which It’s a brand which Romanians grew Romanians grew attachedattached to, because they find in it to, because they find in it their their own historyown history, their , their

own evolutionown evolution Due to its price, it didn’t even Due to its price, it didn’t even have competition: Romanians have competition: Romanians conformedconformed with it with it

"Conforming is only acceptable when you conform with a "Conforming is only acceptable when you conform with a

nonconformist."nonconformist." -  -   John A. Simone John A. Simone JrJr..

russell davies:

These images tell a story really well.

russell davies:

These images tell a story really well.

DaciaDaciamost renown Romanian brandmost renown Romanian brand

part of the Romanian lifepart of the Romanian life

the car with which Romanians grew up, which helped them solve their the car with which Romanians grew up, which helped them solve their everyday problemseveryday problems

it’s the car that can take anything without asking too much in return. it’s the car that can take anything without asking too much in return. Not Not even too much attention.even too much attention.

It’s the poor friend who has always been there for them, willing to help, It’s the poor friend who has always been there for them, willing to help, doing everything in its powers not to let down. You don’t expect this friend doing everything in its powers not to let down. You don’t expect this friend to offer you rich presents, but you wouldn’t expect him to betray you when to offer you rich presents, but you wouldn’t expect him to betray you when most needed either. most needed either.

I get a good sense of the brand’s personality from this

I get a good sense of the brand’s personality from this

TestimoniesTestimonies““The relationship between a Romanian and his The relationship between a Romanian and his

Dacia bears some resemblance with a couple who Dacia bears some resemblance with a couple who have been married for more than 20 years. It’s no have been married for more than 20 years. It’s no

longer passion; it’s mutual longer passion; it’s mutual understandingunderstanding, , supportsupport and and respectrespect. It’s not effervescence, . It’s not effervescence,

enthusiasm and novelty, it’s habit, enthusiasm and novelty, it’s habit, routineroutine and and safetysafety. The Logan phenomenon is something . The Logan phenomenon is something

long expected, and it was perceived as a brand long expected, and it was perceived as a brand by itself, that top Dacia people have expected for by itself, that top Dacia people have expected for

a long time, because it is able to express the a long time, because it is able to express the

Romanian willingness to redefine themselves.”Romanian willingness to redefine themselves.”

Good quote. The relationship is beginning to come to life - what’s the Logan phenonenon? You’ve not told me about that.

Good quote. The relationship is beginning to come to life - what’s the Logan phenonenon? You’ve not told me about that.

Other testimoniesOther testimonies

““The The family Daciafamily Dacia has a has a stronger personalitystronger personality. Since we’re building a new . Since we’re building a new house in Bucharest, we brought the “road princess” from Constanta as a house in Bucharest, we brought the “road princess” from Constanta as a

hackneyhackney, of course. We drove it on the highway, we even had the chance , of course. We drove it on the highway, we even had the chance to leave behind two other cars – Dacias as well, normally. She’s very fresh to leave behind two other cars – Dacias as well, normally. She’s very fresh

in herself, in herself, poor girlpoor girl! But these days, she got mad, poor thing, maybe ! But these days, she got mad, poor thing, maybe because for obvious reasons we started to use public transportation more because for obvious reasons we started to use public transportation more

than we use her. than we use her.

After loading it with a sack of something, the car-key After loading it with a sack of something, the car-key just blockedjust blocked. Unusual . Unusual situation. The most difficult problem regarding keys was, until that day, situation. The most difficult problem regarding keys was, until that day, their being locked inside, which is not exactly a problem, since almost any their being locked inside, which is not exactly a problem, since almost any Dacia will open with almost any key coming from another Dacia. It took Dacia will open with almost any key coming from another Dacia. It took

real Hollywood action to make it work.”real Hollywood action to make it work.”

ConclusionsConclusionsDacia doesn’t have the high expectations typical for international brands, it’s way more Dacia doesn’t have the high expectations typical for international brands, it’s way more friendlyfriendly

It has an even stronger personality as a It has an even stronger personality as a family carfamily car

Dacia understands the deepest needs of Romanians, and can Dacia understands the deepest needs of Romanians, and can empathize empathize with that with that

inner torment of theirs, with the hard life that they live and inner torment of theirs, with the hard life that they live and it sharesit shares..

You hear such conversations daily. People will criticise it, will tell you that almost any You hear such conversations daily. People will criticise it, will tell you that almost any driver knows what to do to make it work, if it stops functioning, and that almost any driver knows what to do to make it work, if it stops functioning, and that almost any possessor uses it in order to carry something extraordinary heavy with it, people will possessor uses it in order to carry something extraordinary heavy with it, people will say that it sometimes makes weird noises without any reason etc. But they will all tell say that it sometimes makes weird noises without any reason etc. But they will all tell

you that you that Dacia is Romanian’s best friendDacia is Romanian’s best friend..

‘Dacia is Romanian’s best friend’ is a great thought. I think you could have got to it quicker and with less words.

‘Dacia is Romanian’s best friend’ is a great thought. I think you could have got to it quicker and with less words.

Final observationsFinal observationsThe new Dacia Logan is the modern variant of the old Dacia – is seen as a further The new Dacia Logan is the modern variant of the old Dacia – is seen as a further step in the evolution of a consistent brandstep in the evolution of a consistent brand

““Dacia Logan confrontedDacia Logan confronted with a crisis of the competition taken by surprise by the with a crisis of the competition taken by surprise by the fact that a car can gain consumers exclusively using the argument of the price” fact that a car can gain consumers exclusively using the argument of the price” (Andrei Savu), which has actually been Dacia’s strategy for ages.(Andrei Savu), which has actually been Dacia’s strategy for ages.

Logan also brings a plus of quality, given the Renault implication, which was Logan also brings a plus of quality, given the Renault implication, which was communicated, for the first time ever, in an international James Bond-like commercial communicated, for the first time ever, in an international James Bond-like commercial

=> Dacia’a attempt to become an international brand, as well as the further step in => Dacia’a attempt to become an international brand, as well as the further step in Romanians’ need to be recognised, accepted, integrated, to feel that they have Romanians’ need to be recognised, accepted, integrated, to feel that they have something to say about themselves.something to say about themselves.However, Logan does have competition: second-hand foreign cars.However, Logan does have competition: second-hand foreign cars.

Therefore, as a Romanian brand, Dacia should become more open, Therefore, as a Romanian brand, Dacia should become more open, more self-more self-confident and determined to overcome frustrations and complexes without promising confident and determined to overcome frustrations and complexes without promising more than it’s credible to offer.more than it’s credible to offer.

Thank you.

There’s some good and interesting stuff in here. I did get a good idea of the relationship between Dacia and Romanians but I think you could have got their more quickly.

I think this needed to be more clear and more direct. Tell me what you want me to know.

Thank you.

There’s some good and interesting stuff in here. I did get a good idea of the relationship between Dacia and Romanians but I think you could have got their more quickly.

I think this needed to be more clear and more direct. Tell me what you want me to know.