MARKETING STRATEGY
A necessary prerequisite in order for the INDUSTRIAL & INTELLECTUAL PROPERTY ADMINISTRATION to maintain the good image and
success of ifs ambitious, long-term objectives is its regular and consistent
provision of comprehensive marketing and business planning services to
associate franchisees.
Medium-term marketing objectives are as follows:
- To increase the number of AFISORAMA and CELEBRATE
outlets
- To maintain the standard and high visibility of the AFISORAMA brand
name. To increase awareness of the CELEBRATE
brand name.
- To increase market share through the development of AFISORAMA and CELEBRATE
outlets.
- New products
- Development-expansion in the European market
ADVERTISING POLICY Activities - Sponsorship
The
consolidation of its image through effective advertising promotion is the
permanent objective and responsibility of the INDUSTRIAL & INTELLECTUAL PROPERTY ADMINISTRATION.
Advertising promotion is particularly aggressive and aims at the maintenance and dominance
of the brand name AFISORAMA as well as the consolidation and validation
of the image and brand name CELEBRATE. In the main, this includes
various Forms of promotion in and on both nationally and locally distributed
state and privately-owned magazines, TV and radio networks but also through
other agencies of the mass media. Advertising activities include sponsorship
of cultural exhibitions and sports; for instance, basketball teams PANIONIOS
- DAFNI - AMPELOKIPOI. The planning and implementation of
advertising policy has been assigned to a leading advertising company.
Advertising expenditure For AFISORAMA & CELEBRATE in 1999
totaled 500 million drs.
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