24.05.2006

The new philosophy of the well-known brand

British company Meridian Group, the owner of the FLY brand, plans to double its presence on the Russian market of cellular phones in 2006. The cause of intensive increase in sales is the new philosophy of Fly brand, which the company will present to the Russian consumers this summer.

Fly brand was launched on the Russian market by British company Meridian Group in 2003. In the beginning of 2006 the brand took 2% of the Russian cellular phones market.

Active growth in demand for Fly models was marked in 2005, when the Meridian Group management focused its marketing policy on 2 goals: creative design and maximum technical opportunities of the phones. 2 fashionable model lines started in 2005 proved the success of such marketing policy. Russian consumers have already appreciated the new models. Several fashionable models of Z series: SL200, MP220, MP500 launched in 2005 became hits of sales. All the models are equipped by maximum technical opportunities in its price segment. Thanks to it they win a market position of “the best in its price segment”.

The brand followed all changes in Russian consumers’ requirements in 2005—2006. Design and high-tech became the leading requirements for the new models. Optimum combination of design and high-tech presented by models MX200, SL300, SL500 launched this spring. They have already received excellent estimations of experts and have interested consumers.

“High demand on Fly models shows, that we have found mutual understanding with the Russian consumers, — says Rajiv Thakur, Meridian Group marketing and sales director. — We have formulated the new philosophy of Fly brand, attractive to the Russian consumers: The British brand with the Russian heart. In my opinion, this formula fully reflects our position on the market. First, we understand inquiries of the Russians, for whom the quality and technology are important. Secondly, we represent the production of European quality and service”.

The new line of cellular phones Fly will be presented this summer and will reflect ideas of repositioning. Design of the new phones will keep on slim tradition, started by Fly in 2003 and gained great success in Russia.

Concerning technical decisions the new models of the British brand with the Russian heart will completely answer all inquiries of the Russian users. For this purpose the new line presents models, positioned for different target groups: phones for business people, for high-tech fans, for those who opened to entertainments, smartphones, etc.

“In the further we shall launch unique models meeting all consumers’ demands, — Rajiv Thakur continues. — Strategic focus of the company will be aimed at the new technical opportunities and design development. Success of Fly as the British brand with the Russian heart will be strengthened in 2006. It will be promoted by our new offers created in all segments of cellular phones market. New models are developed with understanding of specificity of each group and will as much as possible answer expectations of the Russian consumers”.

The company’s experts do not disclose so far technical and aesthetic characteristics of the new line of cellular phones, but promise their launch on the Russian market in the summer 2006.