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The principles of work and the procedure of becoming a member of “The Cluster” Society

1. About “The Cluster” Society
1.1. “The Cluster” Society is a multi-level virtual and actual social network, the audience of which now exceeds 15,000 people and is still growing.

1.2. “The Cluster” audience is comprised of an equal number of male and female consumers ranging in age between 18 and 75 that enjoy high-quality alcoholic beverages and an active lifestyle. The prevailing age is 25-40 years old. The social roles of the audience vary from students to large business owners. A portion of the audience is represented by journalists, critics and other members of the media covering the alcohol industry.

1.3. Geographically, the audience of “The Cluster” is Russian-speaking people from all continents, but mainly they are from former USSR countries. In decreasing order, most members are from the metropolises of Moscow, Saint-Petersburg, Yekaterinburg, Novosibirsk, etc.

1.4. Working with its target audience “The Cluster” Society uses the techniques of authentic (author) dialog, based on high professional reputation of the key members of social networks. This guarantees the attention of the target audience to the distributed information and the appropriate response to this information.

1.5. With the help of social networks mechanisms, apart from its main audience “The Cluster” Society also has access to other audiences, the total size of which is not less than dozens of thousands of people or even hundreds of thousands of people. It is worthy to note that the Society possesses technologies of communicating with these audiences.
2. The principles of work of “The Cluster” Society with legal entities
2.1. Members of “The Cluster” Society can be manufacturers, trade organizations, as well as professional, sectoral and multisectoral associations.

2.2. Based on the assumption that the Mission of “The Cluster” Society is “Responsibility and Confidence”, the procedure of becoming a Society Member for a legal entity (an applicant organization) specifies a range of necessary elements. First of all, it includes recommendations or even a high-quality audit (if needed) performed by the Society Members of The Board at the expense of an applicant organization. The Society has the right to limit the number of types and brands of products and services of an applicant, it will be working with. Besides, the Society has the right to recommend an applicant to adjust its information, marketing and other resources, in case the Society thinks these resources can have a negative effect on the Society’s image. In case an applicant organization refuses to perform such an audit or to adjust its information resources, this organization is not considered as a candidate in the Society Members.

2.3. As soon as a new Member enters the Society, he receives rights equal to all Society Members as stipulated in the Charter of the Society as well as a package of services provided by default and special services provided only to Society Members, which are legal entities.

2.4. A package of services by default includes the obligations of the Society to perform monitoring of image of products or services of the Society Member and the appropriate reaction in case a distorted, incompetent image is detected, to place information about the Society Member on an information and analysis portal www.grozdi.ru and on a corporate portal www.thecluster.ru as well as information about new products and services on this two Internet resources and backing positive information about products or services of the Society Member for the target audience of the Society. Besides, any Society Member, which is legal entity, has a right to access databases of alcoholic products, which are now under development.

2.5. One more important service provided by default is a prompt response to actions of regulatory and government authorities, having an intention to form a social responsibility of the participants of market of alcoholic beverages.

2.6. One of the main services, provided by default, is a feedback link to customers, which allows to reveal their general preferences in a timely manner, to respond to formation of the shortage of this or that alcoholic beverage in any geographical market segment of Russian Federation, as well as to get signals in case any low-quality products or a forgery are detected. The analysis of such situation is included in the package of additional services.

2.7. The package of additional services is a complex of works, made for extra fee, to summon up target and non-target audiences (by performing special events, like: press-tasting, press-tours, articles, sketches, essays and publications in all media, controlled by or friendly to the Society, including the traditional media). It also includes specialized actions for marketing campaigns, consulting services, including the analysis of the situations when low-quality products or a forgery are detected, involving third-party specialists, whose reputation is beyond question. Having a team of highly-professional specialists, The Society guarantees a high quality fulfillment of works and their maximum effectiveness.

2.8. Forming the package of additional services is one of default services and is performed as soon as an organization becomes a Society Member in accordance with its preferences.

2.9. The cost of any additional service is defined by an Agreement between the Society and its Member as independent legal entities.
3. The procedure of becoming a member of the Society
3.1. The procedure of becoming a member of the Society is described in the Charter of the Society (Article 6). An applicant to the Society member position becomes a full Member after paying an entrance fee, which is 750 euros, and an annual fee for the first year of membership, which is 2000 euros. (These charges were fixed by The Society General Meeting and are valid till the end of year 2010, and can be revised in the future). The decision on admission is made by a consensus of opinion of The Society’s Members of the Board.

3.2. The applying organization can be rejected to become a member of the Society, if, according to the Board’s opinion, its activity does not corresponds to the principles and mission of the Society in full. Such a reject should be motivated and should contain suggested methods and means to adjust the activities of an applicant and make them meet the principles and mission of the Society.