OREANDA-NEWS. June 02, 2011. DIXY Group, one of Russia’s largest food and consumer goods retailers, announced the implementation of a new marketing strategy, a redesign of the DIXY chain’s corporate identity, and the launch of a nationwide advertising campaign.

In 2010 the company conducted an extensive market study that showed that work was needed to develop a more striking, modern, and memorable company brand and clearer positioning that reflects the target audience’s needs.

DIXY’s new marketing strategy ideologically encompasses the chain’s entire operating cycle and creates a more modern, appealing and effective image for the company.
The main characteristics of the DIXY brand are represented by adjectives: open, honest, direct, familiar, friendly, and reliable.

Essential features of the Brand are as follows:
● Fulfils daily needs;
● For the majority;
● The cheapest basket in the neighbourhood;
● Federal chain quality;
● One feels belong.
The design of DIXY’s corporate style underwent radical changes. Now the main element of the logo is the letter D inscribed within an orange disk. This symbol is easy to remember and is intended to serve as a graphic identifier that will make DIXY instantly recognizable amidst the multitude of various urban signage. The new logo is the first step toward establishing a neighborly relationship with the customer. It reflects reliability, honesty and simplicity in the best sense of that word. Orange has long been DIXY’s corporate color, symbolizing good feelings from a pleasant shopping experience, while the original typography creates a sense of novelty and modernity.

The new concept formed the basis for an extensive advertising campaign planned for a variety of outlets (TV, print, outdoor advertising and vehicles). Klara Zakharovna, the nationally adored heroine of the comedy series 33 Square Meters performed by Pavel Kabanov, was selected as the basic image. In a series of TV commercials (one 30-second and three 15-second), Klara Zakharovna first discovers a DIXY store and then recommends it to others as a store with a good product line, low prices and good-quality merchandise. The whole story is infused with humor and mild irony.

A team of 120 professionals headed by Gleb Orlov (Our Russia: Balls of Fate) and director of photograph Maksim Osadchy (Inhabited Island, FEVER, 9th Company) worked on shooting the commercials. The 30-second commercial was shot in a studio, the interiors of Klara Zakharovna’s apartment and the classic entrance to a Stalin-era building were created as sets. The 15-second commercials were shot in one of the redesigned DIXY stores.
The commercials are scheduled to run starting 1 June on national channels (Channel 1, Rossiya 1, NTV, TVC) in all regions where the DIXY chain has a presence.
The image of Klara Zakharovna was also used in press kits, outdoor advertising, and vehicle advertising.
In parallel with the large-scale advertising campaign the DIXY stores will begin to change to match the new corporate style. More than 100 stores will be redesigned before the end of this year; the entire chain by the end of 2013. New DIXY stores will, of course, be opened in the updated design. The changes pertain not only to store signage and interior design, but also to the overall layout of the sales floors and merchandise displays.
In addition, in July a new DIXY website (www.dixy.ru) with convenient customer-oriented services such as a quick search for the nearest DIXY store and navigation through current promotional campaigns will be launched.
The following agencies were hired to implement the project:
• Saatchi & Saatchi Russia – creative, logo development, design, TV commercial shoots;
• CampbellRigg – brand book development, interior and exterior store design, corporate vehicle design, design of corporate typography and personnel uniforms;
• MediaVest – media planning and placement, analysis of effectiveness.