The European Bank for Reconstruction and Development (EBRD) SME Finance and Development Group in Armenia is continuing to contribute to the sustainable development of local SMEs within EU4Business framework.

Over €11 million of donor funding has been committed to more than 1,200 EBRD advisory projects and market development activities for small businesses in Armenia since 2003.

One of the successful projects of 2016 of EBRD Advice for Small Businesses in Armenia is the advisory support to Bama Group Ltd., an Armenian provincial company specialised in capital construction and manufacturing of table napkins and metal doors and windows, to develop an unique brand strategy, to build a strong brand strategy and to position its services in the market, resulting in a 40% sales increase.

Established in 2013, Bama Group Ltd. started as the legal successor of a provincial capital construction company, implementing construction projects based on both individual orders and public procurements. Gradually, the company evolved into three main business activities: licensed capital construction (43% of total turnover), metal-plastic doors’/windows’ production (32%) and personalised table napkins production (25%).Various HoReCa, governmental bodies, business organisations and individuals are amongst the clients of the company.

As a result of growth and business expansion, Bama Group started to face a number of challenges in terms of market positioning and promoting the range of its products and services in the market.

EBRD Advice for Small Businesses in Armenia helped Bama Group to connect with a local consultant specialized in providing marketing advice.

The consultant:

- Conducted a detailed market research;
- Developed a marketing strategy including a brand management and communication plan;
- Designed and developed corporate and brand identity elements including logo, letterhead, business cards etc.;
- Designed, developed and implemented a professional corporate website.

The new brand along with the complete set of promotional materials increased awareness of the company and its activities, helping Bama Group to better position itself and to better differentiate its services in the market, resulting in 40% turnover/customer increase and 60% increase of new tenders.

Bama Group significantly improved its visibility and market performance, resulting in increased flexibility with partners and in increased number of projects.