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Armashula, Antonina

Mark Tapley. Marketing director

Antonina holds the position of the marketing director of Mark Tapley and is responsible for Mark Tapley's brand perception by the clients, partners, media and otheк company's counterparts. She is also responsible for developing of the new business directions such as corporate sales and research, as well as implementation of clients' ideas on the evel of strategy, planning and budgeting. Antonina is a co-owner of the company.

Earlier Antonina was engaged with strategy marketing in the telco area  (Kyivstar GSM) and investment services (Sigma Bleyzer), and consulted industrial compannies on reforming marketing and sales strategies.

Antonina holds  bachelor's degree in economy from the National University "Kyiv-Mohyla Academy" and a master's degree in marketing from the  University of Nottingham Business School, completed programmes at the Chartered Institute of Marketing, London Business School and INSEAD.


International business institute in cooperation with "Mark Tapley" is organizing a meeting of the Marketing club and invites everyone interested participated in this event.

TOPIC: Creating value proposition for clients

  • What this is
  • Who your client is
  • Attributes analysis
  • Building value curves
  • Implementation of the velue roposition

Experts of the panel discussion:

  • Vladimir Polonets (Strategy marketing director  ОАО "Rassvet" 
  • Viktoria Taran (group leader, Bayer Cropscience)
  • Olesya Artemenko (brand0manager Corega, Lactacyd, GSK Consumer Healthcare Ukraine)
Guest-speaker of the event - Antonina Armashula, marketing director of the Mark Tapley company

A roundtable "Rebuilding Consumer Trust in Banking" was held at the conference-hall of the Association of Ukrainian Banks on March 26, 2010.

More than 20 leading Ukrainian banks participated in this event, including representatives of the administration, marketing and PR departments of Erste Bank, Pireus Bank, Universal Bank, ProCredit Bank, Creditprombank, Prominvestbank, Idustrialbank, etc. Mark Tapley company was the co-organizer of this event.

During the roundtable the most acute issue for the financial industry was discussed - the issue of the consumer trust. Different aspects of this problem were highlighted, such as crisis influence on the peculiarities of the saving behavior, intrinsic interaction of the banks and media, credit ratings in the context of retaining consumer trust, etc.

In the framework of the separate session the global experience of rebuilding consumer trust to banks was highlighted. Antonina Armashula, marketing director of Mark Tapley company, presented the latest data regarding the question of studying consumer trust to banking. Antonina emphasized that the issue of consumer trust is acute to more than 55% of the Ukrainian banks, however, only 5% of them addressed the international experience via ordering benchmarking research.

To illustrate the possibilities of application of such business-information, Antonina presented the best-practice strategies of rebuilding consumer trust utilized by the leading global banks, which were described in the Datamonitor's research "Rebuilding consumer trust in day-today banking". The following strategies include: innovations in communication (First Direct) and client-service (Che Banca); informing clients about the security of their deposits; usage of virus marketing as a promotion and sales tool; implementation of data-mining techniques  (ZYNC/American Express); as well as creating corporate culture with the core values of simplicity, transparency and ethics  (Virgin Money, Presidents Choice Financial).

Mariya Zheludkova - PR manager of the Universal Bank:  «Consumer trust in banks is an important and acute issue for the finance services industry players. That is why it was a pleasure that AUB invited business and communication professionals, which diversified points of view and intensified discussion. Particularly interesting was the presentation of Antonina Armashula, the marketing director of Mark Tapley company. It was interesting to hear about the international experience of implementation innovational communication tools ».

The organizers observed a vivid interest of the participants to the topic presented and their willingness to incorporate best international practice into the strategy of Ukrainian banks development.

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