In spite of the growing interest to coffee and the persistent growth of the Russian coffee market the coffee products only now start to take the appropriate place in the consumer basket of the Russian people. Orimi Trade believes that in addition to offering to the consumers the high quality coffee at reasonable price it is also important to provide intensive information support to the market.

Orimi Trade uses wide range of advertising tools for communicating with its consumers:

• TV advertising
• Advertising in printed media
• Outdoor advertising on the billboards and transport vehicles
• Point of sale advertising
• Cupping and sampling

TV advertising

The following commercials are currently in the air:

• телевизионная реклама;
• реклама в прессе;
• наружная щитовая реклама и реклама на транспорте;
• реклама в местах продаж;
• дегустации и сэмплинг.

Телевизионная реклама

Look at life with joy!

Coffee Jockey - Look at life with joy!

Advertising in printed media

The articles in the popular national ("Arguments and facts", "Moskovsky Komsomoletz") and local editions were used to inform the consumers about the modern production facilities of Orimi Trade and about the advantages of roast and ground coffee as a hot beverage.

Outdoor advertising

This is a simple and effective method of communication with the consumers. For advertising its coffee products the company uses practically all types of the outdoor advertising media: billboards, banners, stands, transport vehicles (buses, trolley-buses, trams and taxis).

Point of sale advertising

Point of sale advertising draws the attention of potential consumers and prompts them to buy the products sold under company brands. We supply to the retailers the following POS media: posters, money plates, receipt boxes, wobblers, shelf talkers - all with the logo of the "Jockey" brand.

Especially for the trade representatives and for shop assistants the company publishes so called "presenters" - booklets that contain brief information about the company products. These visually attractive and user-friendly aids are ideal reference material for the wide product range of Orimi Trade.

Cupping and sampling

In 2002 Orimi Trade ran a national sampling campaign of its coffee "Jockey, Oriental". More than 8 million people in all major cities of the country got a free opportunity to prepare a cup of the fresh roast and ground coffee. The new product "Jockey, Oriental" in sachet had been especially developed for this marketing campaign. To get a cup of the fresh roast and ground coffee it is enough to pour the boiling water right over the coffee in the cup and let it brew for 1 minute.

The consumer reaction to coffee sampling had been so enthusiastic that the company decided to launch the coffee in sachets - convenient and user-friendly format - on the consumer market.

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