dnaunion Designs Next Year’s Compass
Strategies play the role of the compass for companies to take the right course amidst the stormy ocean of the industry. It is a routing that should have already been drawn and for which specific strategies should have been developed. The Kickoff Meeting, or Strategy 97 (2018/2019), was held in the last week of Azar (mid-December) this year.
At the Kickoff Meeting, which was attended by the companies’ strategic teams, the participants exchanged views and discussed participation and strategy formulation for the next year. Strategies for this meeting are based on the financial, sales and development needs of each company. In this meeting, each company independently developed its own strategies, and they were finally connected through a middle ring called dnaunion.
At the Kickoff Meeting, companies like Sertius, Eshareh Advertising Agency, Magnolia, Emrooz Market Research Company (EMRC), DMN, Lemon, and Media Sources, were divided into 9 groups in three departments, namely creative, brand and media and began to formulate their strategy. The Kickoff Meeting 97 experienced some differences over the past year. Three companies of Lemon, Sertius and Media Sources were new comers of this year. For the same reason, Kickoff Meeting 97 session was launched in a wider context.
The Kickoff meeting was inaugurated by Naser Pashapour Nikoo, the CEO of the dnaunion group of companies. Referring to the awards and honors that have already been gained by the group, he noted: “The dnaunion group of companies has gained brilliant accomplishments in 96 (2017/18) in the areas of creativity, brand and media. This trend of success is set to continue in 97 (2018/19). Next year, with the help of EMRC we will complete a chain of quality research services in Iran's market. In the field of media, Media Sources after independence and cooperation with Afghan television launched its activities in the field of peripheral media purchasing this year. Eshareh Advertising Agency too has gone through some changes The media in this company has been divided into two parts: a part at the main company and the other part heading towards an independent company. Magnolia Corporation has also undergone major changes in its media unit. “Lemon has resumed its activities with a new face in the field of healthcare communications, Event Management, Face to Face Marketing, and Direct Promotion & Relationship Marketing. Also for the dnaunion to focus more in the field of specialized market services, Behshad Company has started an independent activity. In addition, dnaunion has launched a studio called AAVgroup. The studio is a combination of the marketing school, MBA News, business advertising magazine, the AAV Incubator, and an idea called innovation lab.
“The studio has tasks to accomplish such as Marketing services, Mentor Pool, Talent Pool, Marking in Sight, Co-working Space Training... In this regard, cooperation with the Pars Systems Engineering Company (MAPS) has started. This part of the activity is due to the good support of technology-based companies. So, we're sure that the new year will be different for the group.” The dnaunion group managing director in the second part of his speech discussed the status of marketing in Iran and the developments in the region. He noted: “Iran is facing a number of challenges in the region and the (international) sanctions still have a lot of impact on the market. But in this situation, the European Union is looking for a way so that Iran could come of this situation and the banking relationship could be fixed. Of course, these challenges have pushed foreign companies toward Iran and increased domestic business performance. On the other hand, international companies active in Iran have been forced to do more activities inside the country because of the problems created and this has been a positive development.”
Pashapour added that dnaunion despite all these problems has been trying to create positive points and find solutions for the existing dilemmas.
Pointing to the digitalization process and its advance in the market, the dnaunion director stated: "Digital is no longer a service but a must that cannot be ignored. Digital businesses and startups now have a large share among the advertising companies and cannot be overlooked.”
So members of the dnaunion group at the Kickoff Meeting which was held in two days, gathered together to take one step forward by formulating targeted strategies. These strategies are developed based on key objectives, infrastructure, development and human resources, and will be executed in the future with the cooperation of the group companies. Dnaunion CEO, by expounding on the macro policies and growing strategic directions of the group, invited the members present at the meeting to formulate their strategies.
The next speaker, qualitative researcher Saeed Nabavian presented a report on the latest qualitative research on the market situation in the country, on which basis companies can develop a better strategy. The results of this research are a good platform for planning the next year's strategy for the group of companies.
Jamshid Alamuti, a consultant with and dnaunion group, set up a workshop for each group in compliance with dnaunion general goals and each company’s individual targets and its growing plans and key actions. Along with Alamuti, consultants from the dnaunion assisted the companies in terms of strategy, finance, and human resources. In the concluding hours of the Kickoff Meeting, each company presented its performance record to the participants and staff members of the group. Meantime, the dnaunion team also announced their points of view.
It was also decided to hold a second Kickoff Meeting under the theme "Analysis of Corporate Objectives and Key Indicators” in dnaunion in joint partnership with the companies and staff members. In that meeting financial goals, sales, marketing analysis, and strategy issues will be discussed. These meetings are initially held within the company and the final minutes will be provided to the dnaunion staff members. After the approval of the budget and key indicators of the coming year, these sessions will enter a third phase entitled "Analysis of Key Actions or Strategic Projects."
In the third sessions, the study of methods and how to achieve goals and indicators will be discussed. These meetings too will be held in joint partnership with strategic teams of companies and dnaunion staff members. After the approval of the programs, the companies will enter the stage of implementation. Of course, the review of these programs will not end here. More precise analysis will take place in the quarterly sessions of dnaunion group of companies next year.
In these periodic sessions, step-by-step advancement of companies will be scrutinized according to the established schedule. Companies will be present in these meetings and defend their performance during this period. In these meetings, company plans will be reviewed and in case of deviation from key indicators and actions, solutions will be offered by the staff members. The periodic sessions generally deal with examination of financial projects, sales, and corporate strategies. This complex but planned route will eventually be accomplished at dnaunion group of companies.
Keywords: Dnaunion, Kickoff Meeting, Marketing Services, Mentor Pool, Talent Pool, Marking in Sight, Co-working Space, Direct, Promotion & Relationship Marketing, Healthcare Communications, Event Management, Face-to-Face Marketing, Sertius Companies, Eshareh Advertising Agency, Magnolia, EMRC, DMN, Lemon, Media Sources, Behshad, Mideast Solutions