HEALTHY chickens from KRAMAR!

A comprehensive marketing project for a Ukrainian feed manufacturer.

TASK

We were approached by Kramar, a feed manufacturer, with marketing tasks: analyzing and adjusting its marketing strategy; brand portfolio; developing the company’s product and advertising positioning and advertising communication. It sounds complicated, so we put it in marketing language: “To change and become the best in the market” and started with comprehensive research of the company, the competitive market, and customers.

RESEARCH

The analysis of the company’s business processes showed that both distributor customers and end users – farmers and private farms – are equally important to the company. Accordingly, all further developments and research were made with both segments of the target audience in mind.

The decisive conclusion from the market analysis was that the number of livestock in Ukraine is gradually decreasing, while the number of poultry is growing slowly but steadily. As a result, we formulated our marketing positioning, shifting the focus to poultry feed:

Kramar is an expert in poultry feeds

PACKAGING

The brand stands out on store shelves and attracts the attention of consumers thanks to the choice of bright colors that contrast with other packaging on the market. We developed three types of packaging that differ in price category.

The design system includes illustrations of sunlight taken from the logo, grass and detailed illustrations of animals. All these elements remain recognizable and associated with the manufacturer’s brand on different media.

We developed a system of illustrations and infographics. In this way, we were able to formalize the feeding instructions for livestock, making them clean, clear and easy to use.

An equally important step was the development of stands for the sale of feed. We branded the feed sales area with a colorful spot. We also created the stand design from scratch: from sketches to 3D models.