Source: Vinnytsia City Council
Sociological research on how Vinnytsia is perceived by people was conducted by PLEDDG experts between 25 September and 20 October. The survey involved people from all over Ukraine, except Vinnytsia’s residents. According to PLEDDG consultant Andriy Nahornyy, the purpose of the survey was to identify some trends related to public perception of the city rather than obtain accurate information about the city itself. Respondents had to ask questions about locally produced consumer products (both food items and non-foods) that they know of and consume, services they receive from companies based in Vinnytsia, famous cultural events held in Vinnytsia, name one word that can be used to characterize the city, and judge whether Vinnytsia is a good place for doing business.
The results of the survey revealed that the most popular household names (both food items and non-foods) include «ROSHEN”, «Авіс» (Avis), «Караван» (Caravan), «Солодка мрія» (Solodka mriya (Sweet dream), «Ушастый нянь» (Ushastyj nian’), «Володарка» (Volodarka), «DIADEMA», etc. Respondents emphasized high quality of local products. The international festival «VINNYTSIA JAZZFEST» is considered to be the most famous cultural event held in the city. Among services commonly used by the city residents, the highest appreciation was given to educational and administrative ones. According to experts, this is a good indicator for the city, since the spectrum of services provided by Vinnytsia Administration service center is quite broad. Some of them provided quick and efficient services to residents from other cities, which explains why Vinnytsia transparent Administration service centers attract people from all over Ukraine. Many respondents also praised a favorable business environment in Vinnytsia.
The results of the survey will be analyzed and used for further development of the city brand. According to Ms. Kadie Ward, PLEDDG Senior Governance Advisor, Vinnytsia turns out to be in a very advantageous position. “I have been involved in developing marketing strategies for over 60 cities in 12 different countries, and I must admit this is one of the most advantageous starting positions in my experience so far. Most cities start developing their marketing strategy when a crisis strikes”, Kadie said.
PLEDDG consultant Mr. Volodymyr Proskurin noted that the city brand will help create a vivid image for the city. The city branding will take into account several target groups – investors, tourists and city residents.