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Entering and Staying || Lotus 5: International Business
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Entering and Staying || Lotus 5: International Business

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Presentation by A/S Dzintars - "Entering and staying in the market" in conference Lotus 5: International Business, organized by AIESEC Riga. 24.04.2010 in SSE-Riga.

Presentation by A/S Dzintars - "Entering and staying in the market" in conference Lotus 5: International Business, organized by AIESEC Riga. 24.04.2010 in SSE-Riga.

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Entering and Staying || Lotus 5: International Business Entering and Staying || Lotus 5: International Business Presentation Transcript

  • Entering and STAYING
  • WHO WE ARE?
    Established in 1849 by Briger
    With main ideaPrimum non Nocere!(First ofall - do not harm!)
    Name “Dzintars” wascreated in 1951(after uniting of 3 producers)
    Dzintars means amber
  • WHO WE ARE?
    • 420 employees
    • Dzintars owns5 workshops:
    • Perfumery
    • Cosmetics
    • Make-up
    • Extracts
    • Cardboard packaging
  • WHO WE ARE?
    • Our LABORATORIES:
    • Perfumery products development
    • Cosmetic products and plant extracts development
    • Make-up product development
    • Physically - chemical and mechanic testing
  • Year 2009
    Innovation and Export prize
    in category Best Import Substitute Product
  • EXTERNAL MARKETS
    EFFORTS OF ENTERING INTO NEW MARKET = EFFORTS TO KEEP POSITIONS IN THE MARKET
  • RUSSIA. PRODUCT MARKING
    • Law to control illegal alcohol
    • Warning on non eatable products containing alcohol should be 10% of packaging
    • Law that primary affects work with partners
    • Responsible institution’s lobbing
    might give positive results even if
    you are small player in the market
    LAW
    PARTNERS
  • EU. MISBALANCEDCUSTOM DUTIES
    • Dzintars paradox: consumers awareness and product demand in more complicated markets
    • Historical roots of Latvia and Dzintars created provide with more consumers in CSI (Commonwealth of independent states)
    • EU prefers Russian products more then Russia ones from EU
    • Latvia’s position near to border
    with Russia complicates even
    competing in local market
    CONSUMERS
    LAW
  • KAZAKHSTAN, BELORUSSIA, RUSSIA. CUSTOM UNION
    • No custom duties between these 3 countries
    • External product less able to compete with products from Russia
    • Kazakhstan custom duty increase from 5% to 15%
    • Partners demand for price lowering
    LAW
    PARTNERS
  • RUSSIA.CONSUMER PREFERANCES
    What might be the difference in choice of perfumery and decorative cosmetics between Russia and Latvia?
    • In different markets - different tastes and specifics
    • Before product launch they are tested in Latvia and in Moscow.
    CONSUMERS
  • BRAZIL.SPECIFIC NEEDS OF CONSUMERS
    • Need to be aware of specific needs and demands of consumers. Stress on different products in the same product line.
    • Sea Secrets Fluid-serum protecting against the pigment spots as driving product of the line in Latin America.
    CONSUMERS
  • ROOTS OF COMPANY. CONNECTION TO COUNTRY
    • Consumers’ emotional connection to country might come through choice and preferance of local products, especially when living abroad
    • Latvians abroad are more likely to become as advisors of Latvian products to external partners
    • Its important to build trust in products in local market even if you stress on going just outside
    CONSUMERS
  • EYES WIDE OPEN
    • “I'm not in train business . I'm in transportation business”
    /author forgotten/
    • DZINTARS IN TOURISM as touristic object (museum), as partner of tourism agencies, as supplier for hotels, hostels and camps, as a choice of souvenir
    from Latvia
    • Widen your operation fields
  • ONE PART OF POSSIBLE CONCLUSIONS
    • Enteringthemarketis just visiblepartoftheiceberg. Stayinginmarketoftentakesthesameeffort
    • Never forgetaboutallthreemechanisms (consumer, law, partners). Problemswithoneof it, willaffectallofthem.
    • Alwaystry to lookwideronexistingmarkets, dontbeafraidtryandgetknowspheresofbusinessyou never workedin
    • Buildconsumerstrust, dontlie to them.
    • Astheysay “keepyourhandonpulse”