Student use staff use

STUDENT USE		STAFF USE
Module Name	Marketing Management		First Marker’s (acts as signature)
Module Code	5MARK013C		Second Marker’s (acts as signature)
Lecturer Name	Dildara Gapparova		Agreed Mark
UoW Student IDs			For Registrar’s office use only (hard copy submission)
WIUT Student IDs	00010149
Deadline date	16.12.2021
Assignment Type	GroupIndividual

COURSEWORK SUBMISSION FORM
SUBMISSION INSTRUCTIONS
COURSEWORKS must be submitted in both HARD COPY (to the Registrar’s Office) and ELECTRONIC unless instructed otherwise.
For hardcopy submission instructions refer to: http://intranet.wiut.uz/Shared%20Documents/Forms/AllItems.aspx - Coursework hard copy submission instructions.doc

MARKERS FEEDBACK (Continued on the next page)

For online submission instructions refer to: http://intranet.wiut.uz/Shared%20Documents/Forms/AllItems.aspx - Coursework online

I. Introduction

“Safia” is a national brand which operates in our country since 2007 in the cake and bakery industry. It is a family business which was started by Muhayyo Ayupova and now managed by his sons. Currently “Safia” is a market leader in fresh cake take away industry with more than 40 offline stores in Tashkent. Over the years, company gave efforts for enriching variety of cakes and currently owns about 450 unique grocery recipes. Currently at this company works roughly 1900 workers. At the interview CEO of the company Bekzod Samigjanov stated that they are planning to open 30 more stores to fully cover Tashkent city and its regions. This report covers the analysis of previous year brand performance and marketing activities at this market, as well as how brand could brand improve effectiveness of its marketing activities through experiential marketing campaign built on customer insights which fits to their business goals.

II. General market analysis

Through pre-analysis of this report, it was found out that “Safia” takes up majority of market share because of competitive advantages that most matters to consumers. Company is still in the process of expanding to other regions and previous year they have tested their branch at Andijan city. Although competition is high in Tashkent with more than 50 official companies registered in Tashkent (Golden Pages, 2021) most of competitors are still behind at expanding. Up to this time, none of the international brands have entered to Uzbek market yet, but there is a big threat that Krgyz brand “Kulikovskiy” may enter to the market in 2022, as they are overwhelmingly expanding over the 5 years to China, Kazakhstan and Russia. According to the official press publication xs.uz in 2019, about 100 tonnes of grocery is produced daily in Uzbekistan, which clearly shows the size of market. International experts (produkt.by, 2020) also gave their conclusion by stating that demand is higher than supply in Uzbekistan. Currently economy segment covers their needs through handmade producers that locate in bazaars, which is also one of the invisible competitors of “Safia”. As we have stated earlier, “Safia” is planning to expand to other regions of Uzbekistan as there is a big opportunity to strengthen their market leading position.

III. Brand perfornmance vs competition

In terms of brand performance, after our primary and secondary research, we analyzed that company operates very well generally as compared with competitors, while competitors give more focus to improve areas which “Safia” is not best, to gain more high class customers. In our analysis we made up “SWOT” tables and “Radar chart” for “Safia”, “Bon” and “Cakelab” to evaluate brand performance and find opportunities to improve next year. “Safia” performs well in areas such as quality, variety, service, location and packaging. It is important to note that company runs various types of benchmarking methods such as Top of Mind analysis, Secret customer, Revision which is very effective and according to the interview of CEO with Alisher Isaev (MFaktor speaker, previous CEO of “Dena”), Top of Mind from the random sample showed 70% in last year survey (Isaev, 2021). One thing we noticed with weaknesses of “Safia”, some people complain about the frozenness of cakes. Additionally, there were cases with frustration at cashiers, while some responded that one cashing system is not enough for peak times, while others said that café format store cashiers are not unified. Another cake and bakery brand “Cakelab” is considered as one of the biggest competitors to company as this company were very highly rated in terms of taste, appetizing view of the cakes and comfortable temperature. Through the interviews we got with “Bon” café loyal customers, we detected that this brand is better at café format serving although their prices are higher than others. Overall, “Safia” customers were seemed to be less informed about naturality of ingredients, while consultants of competitors informed customers about naturality of their cakes. None of the companies has not promoted yet their delivery services and there is an opportunity for “Safia” to gain one more competitive advantage.

IV. Segmentation

As we know that cake and bakery market is very big, it can be segmented to various big segments. In our primary research, we collected survey from 33 people which limited us to clearly segment market. However, through secondary research we have found out that segmentation can be based on international players’ segmentation experiences we can divide market into different segments. One of the fast growing cake and bakery companies in Asia is “Kulikovskiy” which is a Krgyz brand. It is very similar to “Safia” in terms of company, business model and expansion strategy. According to the research conducted by Nataly, “Kulikovskiy” occupies segments that are high mass market, premium class families. For “Safia” Uzbek market can be divided into several segments in terms of class which are either mass market, high mass market, premium. In terms of generation there several options that could be targeted: Gen X(41-55), Millenials (24-40), Zoomers (11-23). To clarify segmentation of Safia, we contacted marketing manager of Safia, but no response was given as they may keep it confidential.
We can describe segments in terms of generation as various reliable sources available about the characteristics of generation members.
Generation X - they have quickly adapted to the Internet's advent and subsequent technological progress. One of its trademarks is teamwork and the development of trusted working relationships. Members of this generation are nearing the end of their working careers and may be nearing their highest-earning years.
Millennials - have the highest lifetime value of any client in the market, but they want a lot from you in order to remain a loyal customer. When consumers have a positive shopping or purchasing experience, they are more inclined to suggest their friends. YouTube is their go-to learning resource.
Zoomers - They are truly digital natives, having grown up with access to the internet, social media, and mobile devices. Individual expression is valued by Gen Z. They get together to support a range of issues. They are firm believers in the power of conversation to resolve disputes and better the world.
According to our observations Bon gave focus to premium Zoomers and Millenials, while Cake Lab focuses to high mass market and premium generation X members.

V. Targeting

Like it was mentioned earlier, market targeting strategy can’t neither mass or niche because it a big industry and it is better to choose Differentiated targeting technique. As a target market segment for “Safia”, mass market and high class Millennials segments are chosen, as previous company performances and focus areas mostly fits to them. According to the PITA model, this segment has 77.365 bln UZS evaluation per year.


Primary research helped us to identify preferences of “Safia” customers. Main reasons for visiting again were for good quality product and wide range of products. As you can see above, main reasons for purchase are holidays and hospitality.

Customer profile is rebuilt based on the consumer behavior and habits of uzbek people, as majority of the segment includes uzbek people.

VI. Positioning

Primary and secondary research results were used to draw a perceptual map. “Safia” is perceived as best brand in terms of wide range and high quality cakes, while Cakelab, Bon, Swiss Bakery and Gayane mostly account for high quality products. That’s why wide range of products should be used for unique positioning of brand. By summarizing target audience, points of difference, reasons to believe positioning statement can be made accordingly.
Positining statement:
For millennial families, whom cakes are must have dish for holidays, guesting and dinner desert, Safia Cake and Bakery is the biggest chain of cake take away stores, that delivers happiness through wide range of high quality cakes, so they can enrich table with tasty cakes on every special occasions, because Safia maintains high quality offers on almost every corner of Tashkent with excellent service.

VII. Marketing Communication Strategy

a) Overview of marketing activities



To provide an overview for marketing activities done by “Safia” in 2020 and 2021, we have gathered information from Marketing Manager of “Safia”. It was pointed out that they could not run big campaigns because of limited budget after pandemic. Instead, marketing team mainly focused on developing HR brand of the company to attract qualified workers and created gamification methods to motivate workers with HR department. Additionally, they worked on local marketing by organizing various events for families (especially for kids) at nearby locations, promotion of new stores through small outdoor boards, introducing and pushing up sales of new products that are available in stores through Social Media channels. Recently, they did a small Social Media contest in partnership with “Burger Embassy” and “Ice and Gold” brands.

To rate the effectiveness of marketing activities of “Safia” we asked our participants to give their feedbacks for video which was made for New Year of 2020. Although, it was sharing spirit of the New Year, marketers failed to make it promotional without strong link with. Thus we found out that, company should make more creative and engaging videos that would boost up their sales and clearly show positioning of the brand.

b. Experiental Marketing

Analysis of customer insights gave us the conclusion of one challenge and one opportunity which you can see above. To address the challenge of creating an engaging campaign and take an opportunity of showing positioning of our brand ahead of competitors experiental marketing campaign should be created in 2022.

Aim: To clarify the positioning of the brand and linking it with the feeling of “happinesss”. Campaign would be effective to increase engagement with the brand and loyalty of customers.
#SharehappinesswithSafia – is a new campaign that would take up place for the anniversary of “International Children’s Day” from 1-st of May to 1-st of June. Main reason to create this experiental marketing idea is to show positioning of company with the association of happiness and holidays, how a small cake could make people happy. Idea behind the campaign is starts with explaining that in order make our children, family members, friends and close people happy in their best days all of us are used to have cake for celebration. However, now with “Safia” you can bring happiness to the faces of not only your close people but to the lives of orphans who are neglected by society.
Campaign would take up 2 parts:
1) On 1 st May all over social media CEO of Safia would announce through video message that profits would be directed for funding and asks customers take up place in campaign #SharehappinesswithSafia. Campaign terms and conditions include purchasing any type of cake from “Safia” during one month and sharing it on Social Page with the hash tag of #SharehappinesswithSafia so more people take up place, then on 29-th of May 10 random participants will be chosen to deliver cakes and prizes (which are taken from 30% profit from purchases) to orphan homes with “Safia” and various influencers.
2) On 1-st of June with randomly chosen contest participants and “Safia” visits to orphan homes with different prizes and cakes. We will share video report of the event on 1-st of June through all of our platforms. We will invite celebrities, influencers and businessmen to visit with us for this charity event. We want to show expressions of happy children and real people who took action at this event in the video format so more people could take actions for this kind of charities together with us.
Here is the link for media plan of this campaign with budgeting included:
https://docs.google.com/spreadsheets/d/1Vt10D9gNdw5U0qrkgSnQNE7eHQsaQlKrvZ_JJ0VgfIY/edit?usp=sharing

Storyboards for 1 and 2 video

Conclusions and recommendations:

In conclusion, “Safia” can be compared to the “Mercedec” among cake and bakery brands with exceptional results in Uzbek market. Up to this time company performed well in terms of building brand, awareness, service, quality management and distribution which are the main reasons for high Net Promoter Score rate, Top of Mind results and high Life Time Value of customers. However, there is a threat that some international or local brands could make the same features as “Safia” and gain the same market share, unless company clearly shows positioning brand and makes more engagement with customers they will strengthen their position.
Marketing recommendations include making more bonuses and sales for holidays, making more engaging campaigns as in our interview people gave this kind of feedbacks
Appendix:
Presentation: https://docs.google.com/presentation/d/1jcJyT4sOfkfNLuiK1pyKeWsnEB1J3klB5V668zswGcU/edit?usp=sharing
Online survey:
https://docs.google.com/forms/d/1m5IT3fhT4jElcgu9v7Eqx1b6NuXWgpZJks0yf2RdqTw/edit?usp=sharing
Face to face interview results:
https://docs.google.com/forms/d/1m5IT3fhT4jElcgu9v7Eqx1b6NuXWgpZJks0yf2RdqTw/edit?usp=sharing
Reference list:
Кондитерский дом, Safia. Facebook, 27 Dec. 2019, Available from fb.watch/8Kdt_-X7CS/. [Accessed 31 October 2021]
Кондитерский дом, Safia. Facebook, 25 Dec. 2021, Available from fb.watch/8KdvtZatKr/.
[Accessed 1 November 2021]
“Marketing Cw.” Google Docs, Available from docs.google.com/spreadsheets/d/13OJ7BbprAEHw8iRx_Gxj3GZpPUpzHrKQR5hLgNMaVrY/edit#gid=0. [Accessed 1 November 2021]
“Marketing Management - 00010149 - Google Drive.” Drive.google.com, Available from drive.google.com/drive/folders/1PU-YnlhvTHLPuSEciODqwZy4KN1Yd-kj. [Accessed 1 November 2021]
“Marketing Management 00010476 - Google Drive.” Drive.google.com, Available from drive.google.com/drive/u/2/folders/1P9aiKFYABf_afPqsXrTh77nVnUerkxI9. [Accessed 1 November 2021]
“Safia Survey.” Google Docs, Available from docs.google.com/forms/d/1m5IT3fhT4jElcgu9v7Eqx1b6NuXWgpZJks0yf2RdqTw/edit?usp=sharing. [Accessed 1 November 2021]
“Safia Survey (Responses).” Google Docs, Available from docs.google.com/spreadsheets/d/1kLItV0VHZT-QAi6ZqLDagx4_vZQ4pJue8WY-Gm05qMs/edit#gid=443965498.
Tripadvisor.com, 2021, Available from media-cdn.tripadvisor.com/media/photo-p/1b/76/0f/76/safia.jpg. [Accessed 1 November 2021]
Isaev, A. (2021). SAFIA | Brendlar orasidagi “Mercedes” | Milliard - 08| Bekzod Samigjanov. www.youtube.com. Available from https://www.youtube.com/watch?v=dRyINVweQfs [Accessed 1 November 2021].
Pulatov, J. (2021). “SELFMADE TADBIRKOR” - Safia qandolat uyi asoschilaridan Bekzod Samigjanov bilan suhbat. www.youtube.com. Available from https://www.youtube.com/watch?v=RP3IRLHi5YE [Accessed 4 November 2021].
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xs.uz. (2019). Развитие рынка хлебобулочных и кондитерских изделий в Узбекистане -. xs.uz. Available from https://xs.uz/ru/post/razvitie-rynka-khlebobulochnykh-i-konditerskikh-izdelij-v-uzbekistane [Accessed 15 December 2021].