Drugi jezik na kojem je dostupan ovaj članak: Bosnian
After separation with Mercator in Bosnia and Herzegovina, Konzum changed the entire concept of its business. Detailed and extensive analyzes have been carried out, concrete conclusions drawn up, on the basis of which clear goals have been set for future business. Thanks to a widespread network of more than 170 stores, Konzum is available to offer all its customers, in all parts of Bosnia and Herzegovina, quality and rich product range for everyday household consumption at competitive prices, with regular and recognizable sales actions and quality service. The business concept is focused on the needs of everyday shopping, and this is the key change that has been made. In this sense, a new mission of the company was created, in which Konzum is your neighborhood store: “We are small enough to get to meet our customers, but we are big enough to offer quality assortments at competitive prices. Customer satisfaction is at the forefront, and offering daily products is our priority.”
Some turbulent times are left behind, in which Konzum daily faced great business challenges and significant decisions. They managed to achieve a positive business trend, and hence positive results.
Based on everything above, a new vision of the company was created. Konzum made a pivot that brought them positive results. Each new day brings new challenges, and each new day boundaries are pushed further. The aim is to maintain the existing positive business trend and to be the first choice for day-to-day shopping in Bosnia and Herzegovina for their customers. That’s their vision.
All this has led to the creation of a new marketing strategy and the creation of a new slogan: “Good Day, Every Day!” The focus on daily shopping is the main reason for choosing this slogan. Like a true neighbor, Konzum wishes their customers a good day every day, offering them what they need most every day, and showing them that they are there for them every day. As the main character of the campaign they selected the actress Jasna Diklić, who plays an ideal figure symbolizing a good neighbor. In cooperation with agencies Mint (Banja Luka) and Communis (Sarajevo), the Good Day, Every Day campaign was created. Everything fell into place organically, as new ideas started popping up one after the other. Same as there was no doubt about the choice of Jasna Diklić, so there was no dilemma about the choice of the director. This role was entrusted to Elmir Jukić, who did his job flawlessly. He even found a special challenge in all this: “In advertising spots, there is an imperative to tell stories in an extremely short form. This form is terribly important in developing visual culture, nurturing full dedication to detail and, very often, moving the boundaries in a technological sense. All these experiences are often gained here and are extremely useful in other formats.”
After defining the mission and vision, setting the goals and the new marketing strategy, slogan, main character, director and initial campaigns, the time came to check the results and see how well they meet Konzum’s expectations. IPSOS agency was hired to conduct a reputational study and research that will show customer satisfaction. Such studies in the broadest sense serve to develop and strengthen the corporate identity and communication strategy of the company. Also, once done as a “baseline” research, they serve as the basis for new measurements and comparisons in the future. According to the Ipsos Public Affairs reputation model, building and maintaining a trust relationship with stakeholders and consumers enhances marketing efficiency and helps current business, as well as creating the foundation for more successful responses to challenges in the future. Ipsos’s research shows a strong link between the company’s (or organization’s) reliability and the desire of consumers to buy products and services, the credibility of communications, investor confidence, and positive media coverage for the organization. In practice, this means that these studies can help build and manage trust, determine where the company stands and how it can improve its position in the future, discover relations of the reputation pyramid (familiarity – desirability – trust), examine key outcomes (advocacy, recommendation, purchase), determine efficiency of reputation – modeling the impact of reputation on product and advertising receptivity, planning, managing and improving strategic and crisis communications, developing deeper understanding of employees and other stakeholders, measuring policy support and measuring efficiency in comparison to competition.
Results of the research which were published a couple of days ago exceeded expectations:
- 76% respondents of Ipsos research in Bosnia and Herzegovina believe Konzum offers quality products.
- 70% respondents of Ipsos research in Bosnia and Herzegovina recognize quality consumer treatment by Konzum’s
- 75% respondents of Ipsos research in Bosnia and Herzegovina perceive Konzum as a company that successfully promotes and advertises its products.
Based on the comprehensive research of market in Bosnia and Herzegovina, Ipsos has determined that Konzum is among the three most respected companies in Bosnia and Herzegovina.