Regional plastic windows manufacturer "Cheremushki" from the city of Buzuluk is planning to enter the Federal market. There are concerns that a brand with such a trademark will not be able to compete with major players. It is also necessary to increase the price segment of the brand from "economy" to "average+".

Our research has shown that there are 2 successful strategies in this market: dumping and a recognizable foreign company with a rich history behind it. We decided to go the second way-independently and in a short time to build a strong brand in the niche of "professional brands", where consumers are willing to pay more for really reliable products. The German business philosophy and perceived quality could not be better suited here. The extended warranty and showrooms further emphasized the brand's confidence in the "German" quality of its products.


The name "Behagen" in combination with a restrained logo and corporate style in black and yellow causes direct associations with Germany. Non-standard copywriting using honest factual information "a Reliable window can be opened 500,000 times!" and a verified media strategy made it possible to fix the brand image in the minds of the target audience.