Issue link: https://maltatoday.uberflip.com/i/755517
47 Events maltatoday, SUNDAY, 27 NOVEMBER 2016 Putting value into Valyou IN today's competitive landscape, it's all about emotional engage- ment – connection, meaning and differentiation are everything. That is why The Concept Stadium made strategy the backbone be- hind the creation of a fresh brand - 'Valyou'. The former GS super- store brand has now changed to Valyou Supermarkets, reinventing itself around the new brand prom- ise of providing added value to each and every customer through the product offering and their shopping experience. "A lot goes into re-envisioning and re-launching a brand. We be- lieve that when it comes to brand positioning, the less complicated you make it, the more compel- ling it will be, as long as it is true. We know that customers are con- stantly looking for value in what- ever they buy, so we played around the word to come up with 'Valyou', making a strong emphasis on YOU. Valyou puts customers at the centre of the whole experience and delivers a superior shopping experience with added value," Managing Director at The Con- cept Stadium Jonathan Dalli said. In addition, Jonathan Chetcuti, Director at The Concept Stadium said "The colours we used for the Valyou brand complement the warm shopping experience one finds in the Naxxar and Mellieha outlets. Our creative team worked hand-in-hand with the Italian ar- chitects and interior designers who were entrusted with this pro- ject to ensure that we project the same look-and-feel as the interiors of the stores via an approachable and smiling brand". The process of re-branding was long, but worth the effort at the end. It started with market re- search and eventually, a naming exercise highlighting the advan- tages of creating a single brand for multiple locations and platforms. Thereafter the team at The Con- cept Stadium analysed the core brand offering and came up with a new strategy for the new Valyou brand. Initially, it started with a moodboard that outlined the tar- get market, proposed design styles and general feeling the brand was striving to communicate; and con- tinued with an exhaustive com- petitive analysis in order to find the perfect brand personality, cul- ture and vision, which ultimately led to the new brand identity and the new tagline – your home for fresh. This approach helped the boutique marketing consultancy firm make an informed 'road map' for design and other brand adap- tations, including launch. With a well-planned and designed brand launch, the rest of the brand's marketing materials, such as the website, signage, stationery and social media became easy and fo- cused. Raymond Mintoff, Managing Director at Valyou Supermarkets thanked The Concept Stadium for their support on the project. "We worked hand in hand with The Concept Stadium to make sure that we differentiated ourselves and that our new brand is cus- tomer focused. Through our new brand identity we are offering our customers convenient shopping, great offers, and food quality and variety to help Maltese shoppers enjoy their limited time in an at- tractive and calm atmosphere," he concluded. Vassallo Group holds Healthy Lifestyles Week VASSALLO Group of Compa- nies held its first Healthy Life- styles Week throughout the past week for all its employees. The aim of this week, organ- ised in collaboration with the Health Promotion and Disease Prevention Directorate, was aimed at promoting a healthier lifestyle for over 1500 employ- ees employed with subsidiary companies Caremalta, Vassal- lo Builders and CaterEssence. It is increasingly being recog- nized that a healthy workforce is beneficial to employers too. A positive, safe and healthy environment for employees, is directly linked to increased morale, improved work-life balance which, in turn, posi- tively impact the business. Each day of the week was ded- icated to the different topics covering healthy eating, pre- vention of cancer, physical ac- tivity, benefits of a smoke free life, as well as Social and Emo- tional Well Being. Activities held during the week included talks by professionals held at different places of work, free check-ups, fitness and pilates sessions, healthy breakfast and lunch as well as a walk. This initiative had both short-term goals as well as long-term ones. As a follow up to this week the Group will be encouraging employees to enroll in weight manage- ment, and smoking cessation programmes, attend a Rich- mond Foundation programme in mental first and start ex- ercising on a regular basis. A group-wide employee health survey in collaboration with the Health Promotion and Dis- ease Prevention Directorate will also be held during 2017. A number of private compa- nies and entities collaborated with Vassallo Group to offer its employees discounts on a number of related services such as screening for several types of cancer by Saint James Hospital, gym subscriptions by 24/7 Fitness Centre and Niu- mee. VJ Salamone, the Rich- mond Foundation and Dr John Zammit Montebello also pro- vided their assistance. Farsons Brewery featured in international publications THE recent inauguration of the Beer Packaging Hall at the Farsons Brewery has been featured exten- sively in several prestigious inter- national publications, including Brewers' Guardian, Birra & Sound and Il Mondo della Birra. "The inauguration of the Beer Packaging Hall was another im- portant milestone for the Farsons Brewery as it is now possible for the Group to implement its vision of es- tablishing itself as a regional player within the beverage sector. We are honoured to have been featured so prominently in such distinguished and global publications that can help promote our Brewery and brands further in the international sphere," said Mr Louis A. Farrugia, Chairman of the Farsons Group. Brewers' Guardian is an interna- tional brewing industry magazine, read by industry decision makers across the globe and boasts an illus- trious history. It was first published in 1871 and covered big stories from its earliest days including the scientific breakthroughs of Louis Pasteur, for example. The features cover industry concerns, such as corporate strategy, brewing, pack- aging, regulation, environmen- tal and social responsibility, and brands and marketing and carry exclusive interviews with senior industry executives, reporting on frank and open discussions on in- dustry trends and developments. Il Mondo della Birra was founded in 1983, and is aimed at all operators within the sec- tor: manufacturers, importers, distributors, wholesalers, agents, representatives, buyers of large retailers, specialized local opera- tors. The culture, history, types brewing, raw materials, people and companies in the brewing in- dustry, are the main protagonists in the magazine, which is the undisputed leader in the Italian market. Birra & Sound was established in 2000 with the intent of being a comparison tool for local manag- ers with tips, ideas and informa- tion in the innovative and always changing food and beverage sec- tor. Distributed throughout Italy, the magazine aims to enhance the spread of beer culture. Cover page of the November issue of the publication Brewers' Guardian featuring Mr Louis Farrugia, Chairman of Farsons Group, and covering the recent inauguration of the Beer Packaging Hall at the Farsons Brewery in Mriehel, Malta Meeting the experts: Fapi Motors at the EICMA MOTORCYCLE enthusiasts around the world eagerly await the event of the year. Popularly known as the Milan Motorcycle show, the EICMA (Esposizione Internazionale Ciclo, Motociclo e Accessori), is the most promi- nent exhibition in the world of motorcycles and bicycles, not only on a European but also on a global level. Every year, thou- sands of foreign operators and buyers from the sector visit this exhibition looking for new busi- ness and networking opportuni- ties. Joanne Bartolo Chircop and Maryrose Baldacchino, accompa- nied by Etienne Mallia, one of Fa- pi's directors, are just back from the exhibition. Year after year, the Milan ex- hibition has proven to be one of high quality, but this year's show has been kicked up a notch. In- novative and surprising exhibits have stunned both exhibitors and casual visitors alike. A new addition at this year's show was the E-Bike, with more than 1,300 metres of track available for test drives, whilst the 2017 KTM Duke 390 and the 2017 KTM Duke 125 made global debut at the EIMCA. Fapi Motors representatives made the most of the B2B initia- tives set up for those wishing to approach new foreign markets or strengthen their operations. Fapi Motors is the local distributor of KTM® and Harley-Davidson® motorcycles. Send an e-mail to info@FapiMotors.com.mt or visit our showroom in Mdina Road, Attard, for more information.