Ex-post study on the image of Poland and Polish economy

Ex-post study on the image of Poland and Polish economy is a part of the systemic project Promotion of the Polish Economy on International Markets elaborated by the Polish Ministry of Economy in the framework of the Operational Programme Innovative Economy 2007-2013, Subactivity 6.5.1. Its main purpose is to evaluate the change of Poland’s and Polish exporters competitive position on international markets after finalizing the project as well as to recommend directions for marketing activities, which will contribute to strengthen the image of Poland and Polish economy built in the framework of activities related to Operational Programme Innovative Economy 2007-2013, Subactivity 6.5.1.

The study is related to a preliminary image study (ex-ante) on Poland and Polish economy realized four years ago, also by AGERON. Back then we evaluated the image of Poland and its economy on international markets. Now, we compared the results with those from 2011, which enabled us to evaluate the changes in terms of Poland’s image and the information about the country available to foreign entrepreneurs. It also let us verify to what extent the promotion activities realized in the last few years influenced these changes.

Ex-post study on the image of Poland and Polish economy was conducted analogically to ex-ante study: on 9 target markets for Polish brand products and services and characterized by the highest potential to invest in Poland: Germany, Italy, France, the Netherlands, Russia, The Czech Republic, The United States, China, Ukraine. The methodology used was related to the one used in ex-ante study, there were minor modifications though, in order to adjust both the methods and research tools to the study purposes.

In the framework of the ex-post study we realized:

• desk-research analysis ? Poland’s image according to international attractiveness rankings, results of other image studies, etc;
• media information analysis in 9 countries ? 37 headlines en total;
• CATI telephone interviews with foreign entrepreneurs in 9 countries ? 750 interviews in each country, 6750 interviews in total;
• CATI telephone interviews with Polish entrepreneurs ? 1150 interviews in total;
• focus group interviews with foreign entrepreneurs in 9 countries ? 3 interviews in each country, 7-12 people in each group, 250 interviewed people in total;
• individual in-depth interviews with representatives of Polish business environment and institutions engaged in promotion of Poland ? 31 interviews in total;
• case studies ? two Polish companies, two foreign companies, overall 4.

One of the most important conclusions of the study is that Poland maintains its positive economic image abroad, though it is varies depending on the country investigated. Also, it showed a substantial increase in recognition of Polish specialities ? key brands, which were specially promoted within the project realized by Polish Ministry of Economy. The analyzed promotion activities met with a positive evaluation in general, though it varied depending on the country. The activities which included direct contact such as participation in trade fairs, exhibitions and B2B meetings were evaluated as the most effective ones.

An extensive report with a set of recommendations were the results of our team’s work. Also, we designed an informative brochure which contains abbreviated study results.

Image research of Polish tourist brand and evaluation of promotional campaign of Poland on Asian markets: Chinese, Japanese and Indian

“Women are beautiful and man – gentle”, Schindler’s list, “films of Wajda Polanski and Holland”, “Chopin’s music and Behemoth’a album”, “Wieliczka,Boleslawiec pottery and folk patterns of Zalipie form Lesser Poland” – these are only few from more and less surprising associations with Poland identified in complex image and promotional research conducted for Polish Tourist Organization.
This is the second project run for Polish Tourist Organization, where Ageron Polska uses and develops the knowledge and experience in international marketing research and marketing and promotional consultancy for tourist sector.

Within the Project, we:

• Combined qualitative and quantitative research methodology;
• Developed and implemented innovative on-line research tools;
• Gathered more than 1000 on-line questionnaires and more than 50 regular research interviews;
• Analyzed thousands of press publications and internet pages;
• Examined dozens of travel agent’s portfolios during desk research;
• Conducted a complex analysis of promotional campaigns effectiveness, promotional materials and films (content, cultural contexts) and communication channels.

Having done that, we could provide Polish Tourist Organization with accurate, solid and interesting data. We identified key advantages and image deficiency of Polish tourist sector from the perspective of target markets. We defined the desired elements of Polish tourist offer, including niche destinations. We developed recommendation to optimize future promotional actions of Polish tourist sector at three Asian markets with the highest consumer’s potential.

Commercialization of mobile games at Asian and Latin American markets – research and strategy

Commercialization of mobile games at Asian and Latin American markets – research and strategy

We developed a strategy to develop games for mobile phones focused on 6 most perspective foreign markets.

The aim of the project was to provide the Client (producer of games) with strategic and pragmatic recommendations in the scope of measures worth undertaking on specific markets in order  to increase the popularity of games produced.
We conducted a research on specific conditions on particular markets, such as:

Preferences of the games users;

• Ways to promote mobile games;
• Potential business partners;
• Media and sector events with respect to promotion;
• Distribution channels;
• Download prices and micropayment systems;
• Features of the game analyzed compared to the most popular competitive games;
• Games’ lifecycles;
• Condition, volume and trends at mobile market;
• Consumers’ buying habits;
• Models of adopting cultural and economic global patterns with regard to national patterns;
• Popularity of topic of the game analyzed;
• Barriers of accepting the game and potential sensitive topics in the culture analyzed;
• Norms and cultural symbols important in the game’s topic (social attitude towards sport, aggression, violence, local pop culture symbols, traditionally conditioned aesthetics);
• Strategies of competitive games producers and publishers.

The following tools were used in the research:

• desk research;
• analysis of the players’ commentaries;
• on-line questionnaire (CAWl);
• Media analysis;
• Product lifecycle analysis ;
• 4P analysis;
• Scoring method of the market attractiveness (Market Selector);
• Benchmarking of the most popular competitive games;
• Case study.

Running the same, logically coherent research process at 6 completely different markets that use 5 different languages was the most challenging part of the project. What we cared about most, was enabling the Client to compare and assess the business attractiveness of these countries and to provide a detailed specification of these markets and the range of measures necessary for successful game commercialization at each market studied. Specially for this project, we developed an innovative methodology dedicated for studies in this thematic area, rarely run in Poland and globally. This discipline is prevailed by preferences and consumers’ behavior at mobile market of general reach. In order to provide a tailor-made recommendation, we created a methodology suitable, among other things, for: specific theme of the game and the segment occupied by the games for mobile devices. Thanks to that, the research and analysis results obtained gave the Client practical business recommendations.

The research was conducted from May till September 2014 and were co-financed by Go_Global.PL program run by The National Centre for Research and Development.

Promotional strategy of Pruszkow for years 2013-2020

Warsaw agglomeration is one of the fastest developing metropolitan areas in Poland.

Functional and spatial expansion observed in recent years clearly indicates suburbanization of the city – intensification of the areas surrounding the city. This leads to increase in competition between Warsaw suburban centers when it comes to new citizens and entrepreneurs. In order to gain competitive advantage, these centers conduct and employ a wide range of measures to attract new citizens and entrepreneurs to their municipalities.

Pruszkow is one of these centers – nearly 60 thousand city located in Western Warsaw agglomeration. The city started to be recognized due to criminal group that operated in Pruszkow that drawn its name from the name of the city – Pruszkow mob. Although the mob has already been defeated, the association is still very clear and distorts the images of the city. In order to reduce the role of prejudices and strengthen the positive image of Pruszkow, on behalf of The Department of Promotion and Culture of Pruszkow, we elaborated the strategy of promotion for Pruszkow for 2013-2020. The strategy includes 5 programs:

1. Pruszkow – a pleasure to look at! – improvement of spatial planning in Pruszkow;
2. Pruszkow – I leve here! – increase in territorial identification of the citizens of Pruszkow;
3. PruszCooperation – strengthening the cooperation capital in Pruszkow;
4. Move Pruszkow – increase in the level of active participation of Pruszkow citizens in cultural, sport and recreational events in Pruszkow.
5. Time for PR-uszkow! – building a positive image of Pruszkow.

These were developer on the basis of the citizens of Pruszkow and with their participation. Systematic implementation will enable Pruszkow to strengthen the competitive advantage among the cities of Warsaw agglomeration and help to create the identification of the citizens and entrepreneurs with the city of their residence and everyday life.

It’s time for Pruszkow!

Please, lern more about the strategy HERE

Research on recognizability of Spanish olives

At the beginning of 2013 AGERON carried out international research of olives’ market for the Spanish association INTERACEITUNA.

Research aims at assessing efficiency of promotional activities carried out since 2008 by INTERACEITUNA and determining changes which happened on the market of olives in the recent years. Research is carried out in six countries at the same time: Australia, France, Mexico, United Kingdom, Russia and Poland.

Consumers research provided information about among others awareness of costumers and recognizability of Spanish olives, purchasing behaviours and use of olives in selected countries. Thanks to talking to distributors, importers and representative of HoReCa sector assessment of promotional activities was carried out in terms of promoting olives in selected countries between 2007 and 2012.
In Poland the research is carried out in the biggest city aglomerations (among others in Warsaw, Lodz, Wroclaw) with the presence of representatives of Commercial Counselor’s Office at the Embassy of Spain in Poland.

The research resulted in recommendations for the future promotional activities of INTERACEITUNA on the selected markets.

Brand Strategy for the City of Belchatow 2012-2020

Developing our activities in the area of place branding, in the first half of 2012 we created Brand Strategy for the City of Belchatow.

• How to successfully create brand of the city with dominating negative image – contaminated industrial city and „poisoner”?
• In branding and promotional activities how to overcome identifying the city with only one element – coal maine and electricity plant?
• How to efficiently communicate various aspects of the city perceived only through one perspective – as a centre of the industrial area?
• How to use to promotional advantage proximity of the voivedoship’s capital without diminishing image clarity and identity individuality as well as city’s offer?
• How to shape local economic brand so that it can be successfully fitted in forecasting changes of city’s economic resources’ characteristics in the long term (running out of coal resources – closing down electricity plant)?

These are only some of the issues to which AGERON Polska’s team found solutions while creating brand of the City of Belchatow. Combining experience in market research and creating strategic tools for local governments we prepared comprehensive strategy of the city brand together with segment’s product and promotional strategy (inhabitants, tourists, investors). We provided professional consulting and support for the city government, determined to create new, strong and distinct local brand and start a new chapter in the city’s promotional activities.

Our creative work was based on complex diagnosis of the image that City of Belchatow already had among internal and external recipients, in media and in Internet. We carried out social and market research based on comprehensive combination of qualitative and quantitative techniques of market research and diversification of data’s sources. We identified strengths and weaknesses of the city and five features within Unique Selling Position, positioning Belchatow against competitors on the cities market in the region and outside of region.

This is how the brand Belchatow: only good re:actions! was created, emphasizing dynamic and active features of the city meeting needs of inhabitants, tourists and investors and reacting to contemporary challenges, including caring for environment. We created complex brand, in which main idea is reflected fully in structure of sub brands and rich wallet of 16 city brand’s products (in the area of tourism, services, investment, culture and sport). Concept of the brand includes also guidelines which will allow later to create identification of visual identification consistent and integral with whole city brand.

By including in the strategy detailed recommendations concerning promotional activities for the brand as such as well as for specific products we led local brand of Belchatow in the area of Internet communication, mobile applications and social-technological innovations.

We combined typically creational elements with full description of implementation and evaluation details, thanks to which final document presenting Brand Strategy of the City of Belchatow is a professional tool for managing the city brand in the reality of everyday functioning of the City Council in Belchatow.

Communication strategy for Polish tourism

Polish Tourism Organization

How to reach tourists from Germany, UK and France with our touristic offer? Our task was to formulate strategy of promotional activities to be carried out by Polish Tourism Organization on selected markets abroad.

In 2010 Polish Tourism Organization hired AGERON Polska and AGERON Internacional to prepare a report ‘Communication strategy on British, German and French markets’ based on analysis of secondary data (desk research) completed with research of the above mentioned markets.

Report provided basis for formulating and implementing multimedia campaigns on British, German and French markets in the years 2011-2012. Communication strategy will be carried out within Action 6.3 ‘Promotion of touristic values of Poland’ (priority axis 6 Polish economy on international market – Innovative Economy Operational Programme 2007-2013). Planned campaigns aim mainly at building and strengthening image of Poland on selected target markets as a country which is attractive, open for tourists, modern, safe and fulfilling European standards. Campaign is expected to result in increase of interest in Poland, translating into increase of tourism from these markets.

Strategy consists of two parts – diagnostic and strategic. Within the diagnostic part we carried out strategic analysis of Polish tourism sector, competition environment and potential consumers of Polish touristic product, mainly in the context of three countries which are target markets for planned campaign.

Report from diagnostic part: http://www.pot.gov.pl/dane-i-wiedza/badania-i-analizy/

Polish Economy Brand

AGERON presented Polish Economy Brand – visual concept for widely understood programme of promoting Polish economy. This initiative aims at promoting Polish products and Polish entrepreneurs on the foreign markets and as a result building positive image of whole Polish economy.

In order to better understand how Poland can distinguish itself, we carried out wide international image research for the Ministry of Economy.
What is Poland associated with abroad? What are strengths of Polish economy? Is Poland attractive place for business cooperation? These are the questions we asked entrepreneurs from:

• 9 countries
• 900 companies included in the focus research
• 9000 entrepreneurs included in phone interviews

Research’ aim was to determine what is thought about Poland in other countries, what it is associated with. Based on research results leading idea was picked up. People are the most precious and recognizable value of Poland. To put it in other words, the biggest advantage, strength of Poland is Poles’ talent. If we, people, are the biggest asset in the business world, we have to proudly represent the Brand as its ambassadors. Until now we have been doing it unconsciously, now we can start doing it with more confidence – explains Michal Zielinski, Managing Director of AGERON Polska.

Based on image research we created Polish Economy Brand, which reflects how Poland and Polish economy are perceived. In order to express the Brand we also designed a logo, which is exceptional and makes you think, surely cannot be missed.

Polish Economy Brand was created within the project ‘Carrying out image research of Poland and Polish economy in the countries of main business partners and formulating a concept of visualization of Polish economy’s promotional programme.

Project was carried out by consortium of AGERON Polska and AGERON Internacional in cooperation with experts from Bloom Consulting. Project was a part of a system project entitled ‘Promoting Polish economy on the international markets’ realized by the Ministry of Economy within Innovative Economy Operational Programme – sub-action 6.5.1.

Book of Polish Economy Brand: http://www.mg.gov.pl/Fundusze+UE/POIG/Marka+Polskiej+Gospodarki/Ksiega+Marki+Polskiej+Gospodarki
Reports from image research: http://www.mg.gov.pl/Fundusze+UE/POIG/Marka+Polskiej+Gospodarki/Badania+wizerunkowe

Promotion strategy for the brand of city Zakopane

We aimed at transforming one of the most recognizable touristic brands in Poland, brand with many years of tradition dating back to pre-war times, deeply rooted in customers’ and touristic market’s participants’ awareness.

• Does Zakopane successfully promote its values?
• How to efficiently modify image of one of the best known territorial Polish touristic brands?
• Proximity of Tatra Mountains – how to use this resource in promoting Zakopane without losing distinctness and individuality of city’s brand?
• How to shape promotional activities of the city in order to attract groups from completely different market’s segments?
• Is it possible to revive Zakopane’s image of mountain “classy” resort?
• How to efficiently influence internal environment in order to convince city’s and region’s inhabitants that modification of Zakopane’s brand’s position is necessary?

We faced these questions while working on Strategy of Promoting Zakopane in the years 2012-2020.

Thanks to carrying out project for the Office of Promotion in Zakopane we gained experience in new area of place marketing. This time our task was not to create brand from scratch (green field), but “working on live organism”. Our aim was to transform one on the most recognizable territorial touristic brands in Poland. Brand with many years of tradition dating back to pre-war times, deeply rooted in customers’ and touristic markets’ participants’ awareness. Brand, whose image in last years was created in a spontaneous process – based on experiences, media reports and general opinions, with very little conscious activities in the area of image and brand from the local government, which led to the situation where existing brand was different from the ambitions and development directions specified by the local government.

In the first stage of the project we provided client with reliable analysis of Zakopane’s image. We checked if preliminary observations and assumptions in the area of creating a new brand have their reflection in the reality. We carried out classic image research applying CATI technique both on national level and among Zakopane’s inhabitants. We analyzed content of the press and online articles about Zakopane. We compared results of external research, rankings and image analyses using desk research method. We carried out stocktaking and assessment of promotional activities carried out by the local government until now. We compared Zakopane with competitors applying benchmarking analysis.

Conclusions from the research were firm: Zakopane’s brand is losing its value. Apart from obvious connotations such as mountains, Krupowki or Gubalowka, image of Zakopane is dominated by negative associations: traffic jams, crowd, tackiness. Apparently advantages of former resort are not underlined and developed sufficiently. Zakopane brand became a brand chosen by not demanding mass tourist.

The main aim of the brand creation and strategy creation was to overcome and divert negative image trends, modify offer and create a brand attracting more ambitious target groups.

In answer to this challenge we formulated complete, comprehensive concept of a brand with specifying whole array of key elements of Zakopane’s brand, such as: origins of the brand, distinguishing features, desired recipient, ambition, personality and values of the brand as well as mission and vision of expected changes. Precise elaboration on each of these elements led to creating a new brand Zakopane, whose ambitious, aspirational, active and progress-oriented character is expressed in a phrase: Zakopane – Aim high!

The project was summed up by the Strategy’s document. Applying original solutions, such as separating horizontal and thematic strategic lines, we created ready effective tool for implementing brand “Aim high”.

Marketing elements were enriched with wide array of suggested product solutions. Suggested product component introduced in Zakopane modern paradigm of creating touristic offer of 3E type (entertainment, excitement, education). Touristic products that we recommend include:

• Leading products: “Ethnic Zakopane”, “Creative Zakopane”, “Avant-garde Zakopane”;
• Touristic routes: “Interwar Zakopane”, “Zakopane, culinary path”, “Zakopane for bad weather”;
• Complimentary products: “Live museum of Podhale Culture”, “Zakopane Erasmus Week”, “Eco Zakopane”.

Making the process of creating Strategy „more social” was an important part of the project realized for Zakopane. Based on our experience we know that efficient implementation of strategic documents is not possible without support and involvement of local interested parties and community, nor it is possible without taking into account social-cultural context. This is why our initial ideas for a new, transformed Zakopane’s brand underwent debate, assessment and improvement in a series of social consultations with local companies, city’s inhabitants and 3rd sector representatives. Similarly, strategy’s outline was based on integral model – recommending cooperation with a wide array of internal and external stakeholders (neighbouring communities). We know that if we act together we will optimize efficiency of promotional activities and create new quality.