Pragmen

by Z&G

2. Conepxanyne

Meuckoe nu8o
MosuunoHnposanne

Uenesaa ayauropus

Heimunr

Jlorotun

3rukerka / Ynakoska

Crpaterna nponemxeHva 6penna
3kcnepTHoe MHeHye

Cronmoctb npoekta

3. Weuckoe nuBo

Y Kaxnoro, kro ener 8 Yexuio, ects com npuopure-
Tél — ORHN XOTAT NOÓNWKE NO3HAKOMATECA CO 3natoh
Nparoï, apyrue omanyr npeanourenme YeucKnm
samkan, KTO-To 6yger orabixarb e Kapnosbix Bapax. Ho
HM nepsble, HM BTOpbIe, HU TPETBH He ycTosT nepen,
UCkyLieHHEM nonpoÉOBATE nyALLETO nMBaB MUPe.

uso Ha Teppuropun Yexun Havann sapure ews
KenbTH, Bnepable nuso ynomuHaerca 8 1088 ropy.
Nepsoï ussecrHoï «nusosapueñ» Gbina Bphenckaa
nyBosaphs, ynomahyran 8 1118 rony. Torna xe, 8 XII
See, nPow3BOACTEO nuBa ObiN0 Hacronbko pacuupe-
Ho, 470 Bapunoce 8 KaKYOM fome. epale 3akokbı,
KacalouecA mua, NOABUNKCE Tonbko 8 XIII sexe,
Torga Xe NOABUNNCE nepabie uexa nusosapos. B XIV—
XV seKax NOABHNNCB nepable KpynHble NMBOBapeHHBIe
3aB0 nb, HEKOTOPbIE 43 KOTOPLIX CYLLECTBVIOT N Celáyac.

TouHo nogcunrart, CKONbKO COPTOB nea CYLECTEY-
et 8 Yexun — pelinTenbHO HEBO3MOXHO: B KAMAOM
yronke To crpaHbi apar con COÉcTBeHHBIE copra no
YHAKanBHBIM peuenran. «Mueosap» agecb ecerga
TOBOPAT C YBakennem, NOTOMY YTO NMBO — npenmer
HauMoHantHoï ropaocr 8 Yexnn u Bce61LEñ mupo-
Bol 3asucra. OAHMM cnoBoM — Aeno rocynapcreen-
Hol BaKHOCTH.

Xapakrepucruka nusa

Bulómpare KauecrseHHoe nmBo HYKHO no Tpóm
nokasarenam. Mepsoe — ero nnOTHOCTE (npaspa, 4ro
370 Take, AOMOA/MHHO M3BECTHO ALLIE CAMMM NYBO=
Bapam: noTpe6uTenb MOMET onpeslenuTs NAOTHOCTE
‘Mlb NO 3THKeTKe, TAE OHa OÓO3HaYaerca npolleHTa-
mu). CeeneHuñ Ana nobosharenbhoro nysonoGa:
pyóex nnorhocru nusa Óbisaer oT 8 no 14%, camoe
nonynapHoe — 12%. Bropoñ nokasarenb — UBeT-
HocTb nusa. Tyr 8cé npocro: csemnoe 1u6o TéMHoe.
N tpetnit kpurepuú — conepxae 8 HEM ankorona.
Ouenb kpenkoro veuckoro nusa (cable 5%) npous-
BOAMTCA HemHoro, ecTb cnaGeHbkoe, AO 3%, ECTb
y BoBce ÓezankoronbHoe. B OCHOBHOM Ke YeUIcKoe
nuBo — T0 rne-T0 4,5 — 4,7%.

4. MosuunoHnnpoBaHne

IMOLMOHANDHDIó ypoBeHb
MIpn AeranbHom nayuehnn PbiHka Óbina onpeneneka nosmuma, Koropyo
AomKeH 3ahatb MPOAYKT B CoaHahnn norpeönreneh, a umenHo «Ueuickne
Tpannımn». Hamnas crparernn Obina Buipaxena 8 cnorame «Pragmen —
3HaTOK YeLucKuX TPaAMUM>.

OyHKUMOHANDHbIÁ YPOBEHb

Tluso npOU3BOAMTCA Ha CoBpeMeHHOM Yeuickom OÉOPYAOBAHHH, B crporom
COOTBETCTBMA TEXHONOFMM MPOM3BOACTBA, B NPOH3BOACTEE NPAMEHAIOTCA
peuentel nuBoBapenua B COOTBETCTBUM C BEKOBLIMM Tpanmunama. Kauec-
TBEHHBIÄ NPOAYKT, peannayembiá Ha OrpaHhYeHHYIO TEPPATOPHIO, UTO NO3BO=
'naer ROÓMTeCA TpeÓyemoro CTaHAapra kauecrsa.

TexHuueckuá ypoBeHb

TemHoe crekno ÓyTbinka Npenoxpanaer HANATOK OT BPEAHOTO Boapeictenn
cBeTa BO Bpema TpaHcnoptuposk u xpaHeHua. O6vem Gyrbinkn — 0,5 nuTpa.
Knaccnueckan opma 6yrbinkn. CneunanbHo paspaGoraHHaa TexHonorua
xpaHeHns, NO3BONAWOULAA COXPAHUTE BKYCOBBIE KayECTBA NpOAyKTA.

5. leneBaa ayautopua

Menesaa rpynna 1

MyxuyHei 8 803pacre or 35-45 ner. HaemHble pyko-

Bonurenu Ónmxe k pyxosoputenam TOP yposHa. +
«Pragmen» cnoco6creyer suipaxennio caoero PRAGMEN

MupososapeHun. K 3TOMY 803pacry MyKunkbi ROÓN=
BalorcA ycnexa Kak npasino ABAAIOTCA MacTepaMn
coero gena. Korga Myk4uHbI BbIOMpaioT «Pragmen»
OHM CTAHOBATCA 3HATOKAMH TPAAUUMA usa.

Uenesaa rpynna 2

MyXuyHei 8 803pacre or 25-35 net, KOTOPbIe XOTAT
IpuÓnu3uTca K 3HATOKAM nasa M NogHATb CBOÏ
CTaTyC 8 rna3ax oKpy»Kalouynx.

6. Heñmunr

Pragmen

B HasBaHh NpucyTcrayer Techan CBA3b C MECTOM, AE NPOY3BOAUTCA
nyuuee nuso e mupe, Haasanne «Pragmen» («MparmaH») nonHocTbIO
CoOTBeTCTayer cBoemy nO3HUOHHpOBaHHIO. Ha3BaHue nuga o6pasoBaH-
HO OT AByX aHrmnÄcknx cnoB: «Prague» — MNpara, cronnua, maBHbih
IKOHOMHYUECKUÍ M KYNETYPHBIH YeHTP deWICKOË pecnyónukm m cnoBa
«Men» — mykunna. [ocnosho moxHo nepesecta Kak «MpaxkckMit MYK-
unHa», a MYXAUHE u3 Mparh YeHAT TONSKO nyuliee YeUICKOe nMBO.

Donocemalruueckue npusuaku: MyxecTaeHHbid, Bonbwoh, Mpocroñ.

Hassatue «Pragmen» 3aperucrpmporao B kauecree ToBapHoro
3Haka 8 Pocnarenre (OMIC) 8 knacce 32 (nwo) n 29 (cHeku, PbI6-
Hann MACHAR NPOAYKUNA).

3aperucrpyposatbi nomenei 8 30He RU 4 COM:
www. pragmen.ru
www. pragmen.com

PRAGMEN

7. Jlorotun

B Kauecrae nororuna paspa6oTaHo astopckoe wpubromoe
Haueprahne. 3aqaa nOroTHna packpbiTe UHAHBNAYaNBHOCTE
npopykra, nepepasars ee Kak Ha @yHKUMOHANbHOM, TAK u Ha
IMOLMOHANEHOM ypoBHe.

OyHKunoHanenbIi yPOBeHb — AOCTynHoe CANTHIBAHHE HMEHH
IPOAYKTA Ha paccroaknn.

IMOLMOHANEHBIÍÁ ypoBeHb — accoynaunn co crapoñ Esponoú.

PRAGIIEN

8. 3TuketTKa / VnakoBka

ToBopa O cosnaHuu arukerkm, Xorenoch bi
cka3aTb, 4To TpanuuoHHañ Yexun co caoMMA
CTapbiMA 3aMKAMA CO3AAeT BKyC ROPoroú ceHTH-
MEHTAMbHOÑ pOMAHTAKA. ITOMY 3aMKy yXe Gonee
350 ner. OH rot Ha ykpennehhom 6epery Bnra-
Bb. 370 npekpackbilt BuiGop Camoro 3HaAMOrO
cumeona Yexnn, KOTOPH cospaer armochepy
XVI Beka, uTO Hauino caoe orpaxeHne 8 aTHKeTKe
uaa «Pragmen». Mcnonbayiorca qoporne uBero-
Bbie OTTEHKM YepHoro 4 3OAOTOFO.

9. Crparerua npoasnxeHua Ópenna

«Pragmen» — 210 oco6enhBih NPOAYKT, y Hero ecro Bon ocobeH-
HOCTb B peanuzayun. Mpogama niga 803MOXHA depe3 ceTb na6o8
M CNCLHAnM3NPOBAHHEIX. PECTOPAHOE, B KOTOHX COÓMpaerca
NOTEHUMANBHAA UENEBAR ayauTopus, Yepe3 «Aoporyio» PO3HAUY.

Tako nonxoA Keo6xoanm Ana Toro uroßbI coanars aypy cooTBe-
TcTeyioulyio NO3MUHOHKPoBaH nio nponykra. Mocne popmuposa-
HMA 8 Co3hahhh uenesoro cermeHra oópaza nuBa «Pragmen»,
NPOAYKT BHXOAUT Ha MaCCOBBIM PbIHOK, ANCTPMOYYMA Hepes
Kpynible possible cera.

BaxHo noHMMaTs, uro «Pragmen» — 310 He npocro neo!
«Pragmen»— 310 3HATOK eLICKAXTPaRNUnÄ!

Npno6peran «Pragmen» es npuo6peraere craryc sHaToKa nia.

10. MHeHve 3KcnepToB

Apocnas fa3un

Ikcnepr no ÓpeHAuHry N MAPKETAHTOBEIM KOMMYHUKAUNAM, BXO-
AMT B AeCATKY ny4WHX TPEHEPOB NO MAPKETHHTOBEIM KOMMYHMKa-
unam 8 peiitunre xyphana «MapkeruHr MeHemkMeHT», AMpeKTop
areurcrsa «Pragmacom», npenonasarenb no ÖpennuHry u MapKe-
1uury 8 «Moscow Business School».

«Pa6ora xopowaa. MHe nonpasunca nororun u arukerka. Haasa-
Hue roBopauee»

10

11. CTOUMOCTE npoeKTa

Mro BXOAMTB npoekT:

1. Nosnunornposanne

2. Haaanne «Pragmen», 3apernerpnposannoe
8 Pocnarenre (32 knacc— n4Bo)

3. Jomenta: pragmen.ru, pragmen.com
4.Nororun

5.31uKerka

6. bpenn6yk

BapuaHTbI UCNONP30BAHUA
Toprosoë mapku «Pragmen»

1. Mlokynka nonnaa unn dacrnunan.
Croumocre npoekra (nonkan): 1 250 000P

2. Pa6oTa no nnyeH3noHHOMy AOTOBOPY
apeHnaToproson MapkU.

Bo3MOXHO paúorarb nog AaHHON Toprosoh mapkn Ges
nepBoHauanbHbIX BAOKEHH}, C OTUMCREHeM PORNTH
(ememecauno).

Cromocre nnuenann: 20 000R/mec (onux cyóvexr
benepaynn)

12. Caenano 8 Z&G

«286, Branding» — 1-a Konnahna 8 Poccnu, Koropaa
paspabarsisaer ÖpenABI € iophamueckOË 3aWWTOÏ u EXOAUT
5TON-25 Poccun 8 cermenre «Bpeng-ansahn».

4«Z&G. Branding» okasbsaer ycnyrn no paspa6orke 6penn-
‘crparerus, Helimunr, norotan, dUPMeHHBIÄ crunb, ÖpeHn 6yk,
ynakoska, crparerun npogewxemun Openaa m Koheuno Me
Perncrpauun ToBapHoro aHaka 8 Pocnarewre (HNC).

B paspa6orke npoekros npAHHMaIOT yuactue Benyue
cneumanucrsi 4 AM3aHEpH, KOTOPble npakTHkoBanncs
8 Mockse m Hio-Mopke. Ecre paborel ana denepanbibix
U MEMAYHAPORHEIX ÓpeHAOS.

Mui Bnnencn NOÓEAHTENAMA Ha MexAyHapoAHBIX H poccHit-
‘cawx Kohkypcax, a wueno «Advision Awards 2008, 2010»
(Hbro-Mopx), «MER 2009», «MMOP 2010», «Tpanpuzaú-
Ho». Paspa6oraHHbi Hamm nOTOTAN Ana MeKayHaponHoro
KoHkypca 6pengos «Brandogolik» owen 8 TON-50 Tpengosbix
paGor mupa no BepcuA Camoro aBTOphTerHoro Karanora
«Logolounge».

B «Z&G. Branding» peannsosano onee 100 npoekros
no 6penannry.

12

Bor Hexoropbie HALUM KnMeHTbI:

. Onumncrpoñ (Mockea)

Delta Commercial (Jlongo#)

. Action pour Guerison (Mapu).

. Npasitrenbcrs0 Cneppnosckoh oßnacrn
. Apunnucrpauna EkarepnHöypra
. Pyccknii nponyxt (Mockea)

. Xopoume Hosocru (Mockea)
.VpanTpancbank

9. Ypankepamnka

10. BTM Csepnnosckono6nacrn
11. CnoprMaxch

12. R-modul (TC «Monerka»)

13. PRAGMEN — 3HaTOK UeLICKUX Tpaguunó

1Z&G. Branding

karepnn6ypr, 620049
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