company profile 2013 welcome to teddy group · o school pome program for nivea® visage young \...
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WELCOME TO TEDDY GROUP Company profile 2013
teddygroupagency.com
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History & Name
o TEDDY GROUP is a communication agency with headquarters based
in Kiev, Ukraine
o Agency was established in September 2005
o Publishing House (two medical professional magazines) started activities since 2008
o Russian office of the agency was established in October 2011
o TEDDY GROUP is named in honor of the First National Public Project «TEDDY-club» which is being run by the agency
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Geography & Coverage
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Growth & Clients
2010 2007 2013
Growth 515% in 5 years!
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Sampling Programs
• just-married
• pregnant
• newborn parents
• 4 month babies parents
• kid’s parents
• pre-schooler parents
• teens (boys \ girls)
• students
Direct Marketing
• mobile marketing
• direct mailing
• households' DB
• doctors' DB
• data bases of clinics, schools, kindergartens
• call-center
BTL Offers
• CRM-programs
• loyalty programs
• consumer promo
• trade promo
• detailing programs
TEDDY-club
• pregnancy card & diary
• pregnant mom legal advisor
• baby health care dairy (0-24 months)
• consulting program in birth clinics
• www.teddyclub.ua
• TEDDY-mama conference
• TEDDY-box
• Wi-Fi in clinics
Doctors’ Projects
• magazine for gynecologists “Taking Care of a Woman”
• magazine for pediatricians “Taking Care of a Child”
• master-classes
• international conference
• www.info
• Wi-Fi in clinics
Our services
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Yulia Kevish, Head of Agency in Ukraine [email protected]
Tatyana Tikhomirova, CEO [email protected]
Tatyana Sigorskaya, BDM [email protected]
Irina Maslyanaya, Head of Agency in Russia [email protected]
Key people
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Cases
o Market launch for Listerine® \ Johnson&Johnson
o POME at birth for Pampers® \ P&G
o CRM-program for Nutrilon® \ Nutricia
o Consumer promo for Tema® \ DANONE
o School POME program for Nivea® Visage Young \ Beiersdorf
o Digital sampling program for TENA® \ SCA
o Direct mailing company for Infanrix \ GSK
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Client: Brand:
Geography: Operating spots:
Date: TA:
Field staff:
Johnson & Johnson Listerine Ukraine, 6 cities (millionaires) dental clinics 2011-2012 4 030 dentists (JJ brief) 15 medical representatives
Market launch
PROJECT ELEMENTS
o Content&materials for professionals (campaign book)
o POS-materials (paper-blocks, posters, leaflets, flyers, questionnaires)
o Hiring, training, coaching, management of field staff
o Out-staffing, payroll
o Database of dentists and dental clinics (data collection and processing)
o Database segmentation, communication models for segments
o Software decision for all program data, decision for detailing process
o Detailing program (individual and group presentation, visits)
o Direct selling Listerine to dental clinics, sales management
o Professional support (press, exhibitions, associations)
RESULTS
o Coverage increase by 27% (from 4 030 to 5 156 dentists)
o Level of active memories for visit\presentation - 76% , level of passive memories - 23.7%
o Level of active memories for key points of visit\presentation reached 70% +
o Best launch in CIS market according to client’s inner data
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POME at birth Client: Brand:
Geography: Operating spots:
Date: TA:
Field staff:
Procter and Gamble Pampers Ukraine, 137 cities prenatal & birth clinics 2006-2011 pregnant women, families with newborn 44 employees (with medical degree)
PROJECT ELEMENTS
o Sampling program, consulting program (with demonstration)
o Hiring, training, coaching, managing field staff
o Outstaffing, payroll
o Database (data collection and processing)
o Sampling program for pregnant families
o Hotline (pediatrician, psychologist, gynecologist) under Pampers Village umbrella
o Governmental support (Ministry of Health of Ukraine)
RESULTS
o Database volume: more then 470 000 households
o Coverage: urban population - 82.5%
o Rate of Pampers diapers usage after consultation at birth clinic - 88% (by RAMIR research, 2009)
СRM program
PROJECT ELEMENTS
o Club communication model
o Club members recruiting
o Managing activity within the club
o Copyright, design, production of POSM for mailing
o CRM (database of parents with a newborn, hotline, website, retail; incoming\outgoing communications)
o Direct marketing services for all projects elements (3 flights: mailing, sms, e-mailing, hot-line)
RESULT
o Coverage of TA in the cities of the project is 84%
o Activity within the club is 18.5%
o Market share growth (figure not disclosed up to client’s agreement)
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Client: Brand:
Geography: Date:
TA:
NUTRICIA Nutrilon Ukraine, 6 cities 2009-2012 Mothers with babies 0-24 month
Consumer promo
PROJECT ELEMENTS
o Design and production all POS materials (leaflets, envelopes, brochure, letter, packages, promotional form, product displays)
o Direct mailing to moms with invitation to supermarket (free product coupon)
o Staff recruitment, training, managing, payroll
o Consulting on the sales spot
o Exchanging coupons for product sample
RESULT
o Coverage with DM 87% of total TA in cities
o Number of exchanged coupons is 22% of the total mailing
o Number of consultations is 43% of total TA in cities
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Client: Brand:
Geography: Operating spots:
Date: TA:
Field staff:
DANONE, Tetra Pak Tema Donetsk, Dnepropetrovsk 64 supermarkets 2012, December – 2013, February Mother with baby 6-36 month 84 promoters
School POME program
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Client: Brand:
Geography: Operation spots:
Date: TA:
Field staff:
Beiersdorf NIVEA Visage Young, NIVEA for MEN Ukraine, 9 cities schools, colleges 2010-2011 teenagers 53 promoters (gynecologists and urologists)
PROJECT ELEMENTS
o Copyright, design, production of POSM
o All professional content elements of project (lecture, booklets, info graphics, staff training) – dermatology & reproductive behavior
o Hiring, training, coaching, managing field staff
o Outstaffing, payroll
o Educational & sampling program for teens (with demonstration and testing)
o Hotline, project promo site
o Governmental support (Ministry of Science & Education, Ministry of Health of Ukraine)
RESULT
o TA Coverage: 93% of total TA in cities
o Spring flight – 806 schools and colleges, 59 460 contacts
o Autumn flight – 1 500 schools and colleges, 120 000 contacts
o Market share growth , brand knowledge increase among TA
Digital sampling program
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Client: Brand:
Geography: Date:
TA:
SCA TENA Lady Ukraine 2012-2013 women/men with urinary problems
PROJECT ELEMENTS
o Promo website with possibility to order a free sample
o Direct mailing with website orders
o Database (data collection and processing)
o Hotline with gynecologist support
RESULT
o 9 517 website visitors
o 7 978 samples ordered by Internet
o 5 961 samples sent and delivered to consumer
o 951 incoming calls to hotline for problem consultation
Direct mailing
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Client: Brand:
Geography: Date:
TA:
GlaxoSmithKline Infanrix HEXA (children's vaccination) Ukraine, 16 cities 2007-2009 Families with 2 months old babies, (middle, middle+ and high income levels), babies who have not been vaccinated in MH
PROJECT ELEMENTS
o Copyright, design, production materials
o All professional content elements of project (letter, booklet, knowledge base for Hot-line, web-site content) – immunology, infections, immunization
o Database (data collection and processing)
o Direct mailing
o SMS marketing
o Hot-line
o WEB site
RESULT
o Market share growth from 5% to 13%
(commercial market, non-government procurement)
o Coverage: 3 700 contacts per month,
14% of urban moms
Recommendations
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Contacts
TEDDY GROUP Ukraine
04116, Chavdar street 7, оf.200-201
Kiev, Ukraine
tel: +38 044 481.47.07
Head of agency in Ukraine
Yulia Kevish
mobile: +38 068 707.73.26
CEO
Таtyana Tikhomirova
mobile: +38 068 707.73.27
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TEDDY GROUP Russia
191025, Nevskiy prospect, 51, of. 20
St.-Petersburg, Russia
tel: +7 495 668.11.38, +7 812 386.64.45
Head of agency in Russia
Irina Maslyanaya
mobile: +7 921 951.54.59
Business Development Manager
Tatyana Sigorskaya
mobile: +38 068 707.73.29