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After re-branding STAR intends to open 10-12 new supermarkets
arminfo
Thursday, May 5, 19:07
After re-branding STAR, the largest retail network in Armenia, is
going to open 10-12 new supermarkets, Executive Director of STAR Vahan
Kerobyan at today's press conference in Yerevan. He added that some
new small supermarkets with an area of 200-400 sq m will also be
opened in the towns adjoining Yerevan.
The company also hopes to improve its clientele base after the
re-branding. At present about 30-35 thsd people do shopping at STAR
supermarkets. "I wouldn't like to make a guess how much the clientele
base will be increased, but I think that within a short period of time
we will manage to return the customers that refused our services",
said Kerobyan.
John Dunlop, director of an English advisory company working at the
concept of the new brand of STAR, pointed out that the brand is not
simple a new badge that will draw attention to a new product or a new
logo, but the basis of the company's business strategy, a challenge
that may become the pledge of success. According to him, re-branding
is not a superficial process, but a more profound and fundamental
idea.
He pointed out that STAR has a good opportunity and all necessary
resources to become a leader in the retail trade market. According to
him, the weakest side of the company is the lack of unity in the
matter of quality, freshness of products and service. It is necessary
to create single standards.
Dunlop qualified the previous logotype of the network as a little bit
"tired". The expert pointed out that the name of the network is a
strong side of the company, therefore, it is not admissible to change
it within the frames of re-branding.
To recall, STAR has 18 stores, including 1 in Hrazdan. Viest Assets
Ltd., registered in the British Virgin Islands, took a decision to own
100% of Star's shares.
From: A. Papazian
arminfo
Thursday, May 5, 19:07
After re-branding STAR, the largest retail network in Armenia, is
going to open 10-12 new supermarkets, Executive Director of STAR Vahan
Kerobyan at today's press conference in Yerevan. He added that some
new small supermarkets with an area of 200-400 sq m will also be
opened in the towns adjoining Yerevan.
The company also hopes to improve its clientele base after the
re-branding. At present about 30-35 thsd people do shopping at STAR
supermarkets. "I wouldn't like to make a guess how much the clientele
base will be increased, but I think that within a short period of time
we will manage to return the customers that refused our services",
said Kerobyan.
John Dunlop, director of an English advisory company working at the
concept of the new brand of STAR, pointed out that the brand is not
simple a new badge that will draw attention to a new product or a new
logo, but the basis of the company's business strategy, a challenge
that may become the pledge of success. According to him, re-branding
is not a superficial process, but a more profound and fundamental
idea.
He pointed out that STAR has a good opportunity and all necessary
resources to become a leader in the retail trade market. According to
him, the weakest side of the company is the lack of unity in the
matter of quality, freshness of products and service. It is necessary
to create single standards.
Dunlop qualified the previous logotype of the network as a little bit
"tired". The expert pointed out that the name of the network is a
strong side of the company, therefore, it is not admissible to change
it within the frames of re-branding.
To recall, STAR has 18 stores, including 1 in Hrazdan. Viest Assets
Ltd., registered in the British Virgin Islands, took a decision to own
100% of Star's shares.
From: A. Papazian