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globeone Brand Snapshots - Russia
 

globeone Brand Snapshots - Russia

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“The next set of big global brands will come from emerging countries.” David A. Aaker, one of the world’s most renowned marketing and brand experts, sees large potential for brands from emerging ...

“The next set of big global brands will come from emerging countries.” David A. Aaker, one of the world’s most renowned marketing and brand experts, sees large potential for brands from emerging markets and is sure that leading Western brands will face stronger competition from these upcoming global players.

globeone’s Emerging Market Brands Survey analyzes the perception of emerging market brands among German consumers and highlights that many of these brands still have a long way to go until they are on eye-level with established global brands. Still, German consumers see potential for future success of these brands in Germany.

There are definitely many brands to watch out for. To learn already more about these interesting hidden giants, check out our brand snapshots of the 65 emerging market brands from Brazil, Russia, India, China, and South Korea studied in our survey.

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    globeone Brand Snapshots - Russia globeone Brand Snapshots - Russia Presentation Transcript

    • Cologne  Shanghai  Beijing  Mumbai  São Paulo  Singapore  Seoul Emerging Market Brands Survey Brand snapshots – Russia August 2013
    • 2 Lada 1966Founded AutomotiveIndustry Tolyatti, RussiaHeadquarters n/aRevenues abroad Revenues € 890 million (2012) ~ 130,700Employees Source: Lada4you.de of best-known Russian brands in Germany Source: globeone Emerging Market Brands Survey of German consumers know Lada Source: globeone Emerging Market Brands Survey (aided awareness) #1 77% Interesting insights Lada is a trademark of Russian car manufacturer AvtoVAZ and during the last two decades, Lada cars became a symbol for city life, particularly in former Soviet bloc countries. Allowing the Renault-Nissan alliance to raise its stake in Lada-owner AvtoVAZ, Lada hopes to benefit from Renault-Nissan developed technology. This should help it modernize its cars, which is vital in the face of ever tougher competition from foreign carmakers.
    • 3 Gazprom Interesting insights Russia’s Gazprom has been the world’s number one natural gas company since the 1990s. Recently, the company has increased its efforts to also reach out to European consumers. By strongly increasing its marketing activities in European football (sponsorships with Germany’s Schalke 04 and with the Uefa Champions League), Gazprom has become more known to football fans and consumers across Europe. Source: gazprom.com 1989Founded Oil and gasIndustry Moscow, RussiaHeadquarters ~ 70%Revenues abroad Revenues € 116 billion (2012) ~ 393,000Employees of best-known Russian brands in Germany Source: globeone Emerging Market Brands Survey #2 76% of German consumers know Gazprom Source: globeone Emerging Market Brands Survey (aided awareness)
    • 4 Kaspersky Interesting insights Kaspersky is a Russian computer security company which has gained a worldwide reputation with efficient protection solutions. In 2012, Kaspersky won the “Award of Excellence” of the Business Marketing Association. Updating the rate at two posts per day on social media, Kaspersky kept following the hottest topics on Facebook in terms of personal account leakage. 1997Founded Security softwareIndustry Moscow, RussiaHeadquarters n/aRevenues abroad Revenues € 460 million (2011) ~ 2,700Employees Source: kaspersky.com of best-known Russian brands in Germany Source: globeone Emerging Market Brands Survey of German consumers know Kaspersky Source: globeone Emerging Market Brands Survey (aided awareness) #3 71%
    • 5 Kalashnikov 1949Founded DefenseIndustry Izhevsk, RussiaHeadquarters n/aRevenues abroad Revenues n/a ~ 970Employees of best-known Russian brands in Germany Source: globeone Emerging Market Brands Survey of German consumers know Kalashnikov Source: globeone Emerging Market Brands Survey (aided awareness) #4 68% Source: creativereview.co.uk Interesting insights Mikhail Kalashnikov designed one of the world’s most iconic firearms and the Kalashnikov brand is thought to be worth around $10bn. It is now owned by Izhmash, Russia’s largest producer of military automatic sniper weapons. There are rumors by factory head Konstantin Busygin to extend the brand into household chemicals and other categories as revenues are suffering due to heavy illegal counterfeit.
    • 6 Aeroflot 1923Founded AviationIndustry Moscow, RussiaHeadquarters n/aRevenues abroad Revenues € 6.2 billion (2012) n/aEmployees Source: aeroflot.com of best-known Russian brands in Germany Source: globeone Emerging Market Brands Survey of German consumers know Aeroflot Source: globeone Emerging Market Brands Survey (aided awareness) #5 57% Interesting insights Being one of the oldest airlines in the world, Aeroflot has embarked on a fleet modernization program, extensive route restructuring, and an image overhaul. Aeroflot managed to create additional consumer value generated by products and the brand. The company joined SkyTeam in 2006, becoming the 10th member of the alliance. In June 2013, Aeroflot won the Skytrax-award of best airline in Eastern Europe.
    • 7 Tupolev Interesting insights Tupolev is part of the United Aircraft Corporation, a conglomerate combining all major Russian aircraft manufacturers. The United Aircraft Corporation was founded in 2006 by Russian President Vladimir Putin with the goal to consolidate all private and state-owned aerospace and defense companies. Having signed a contract with the Russian government, Tupolev is developing a new strategic bomber for the Russian military. 1922Founded Aerospace and defenseIndustry Moscow, RussiaHeadquarters n/aRevenues abroad Revenues € 77 million (2010) ~ 15,000Employees of best-known Russian brands in Germany Source: globeone Emerging Market Brands Survey of German consumers know Tupolev Source: globeone Emerging Market Brands Survey (aided awareness) #6 44% Source: tupolev.com
    • 8 Beluga 1900Founded Food & BeverageIndustry Moscow, RussiaHeadquarters n/aRevenues abroad Revenues € 268 million (2012) ~ 8,000Employees of best-known Russian brands in Germany Source: globeone Emerging Market Brands Survey #7 40% of German consumers know Beluga Source: globeone Emerging Market Brands Survey (aided awareness) Interesting insights Owned by vodka producer Synergy, Beluga vodka is the leading brand in sales volume in super-premium and ultra- premium segments. Its export sales increase year on year, due to its promotions in Duty Free shops in 70 airports in 33 countries. Beluga’s image is tied to the slogan “liberty and luxury” and is encompassed by yacht regattas, polo, art and charity functions. The brand strongly emphasizes its high-class design that is also reflected in its packaging. Source: sygroup.com
    • 9 Russian Standard 1992Founded Food & BeverageIndustry Moscow, RussiaHeadquarters n/aRevenues abroad Revenues n/a ~ 20,000Employees of best-known Russian brands in Germany Source: globeone Emerging Market Brands Survey #8 36% of German consumers know Russian Standard Source: globeone Emerging Market Brands Survey (aided awareness) Interesting insights Russian Standard is one of the top premium vodka brands from Russia. The company was founded by Roustam Tariko, a Russian oligarch. The legend says that the original recipe for the vodka was developed by the scientist Dmitri Mendeleev, who was the co-inventor of the periodical system for chemical elements. Today, the brand has a strong presence in over 75 countries and Roustam Tariko is planning to launch the first online vodka community. Source: russianstandardvodka.com
    • 10 Rosneft 1993Founded Oil and gasIndustry Moscow, RussiaHeadquarters ~ 79%Revenues abroad Revenues € 77 billion (2012) ~ 106,000Employees Source: rosneft.com of best-known Russian brands in Germany Source: globeone Emerging Market Brands Survey of German consumers know Rosneft Source: globeone Emerging Market Brands Survey (aided awareness) #9 10% Interesting insights Owned by the government of Russia, Rosneft is the largest publicly traded oil company. After acquiring Yukos, Rosneft needed to revitalize and modernize their brand identity by becoming a more customer-focused, welcoming and modern brand. They refreshed the colors in their logo, re-designed their petrol retailing sites in over 1,000 locations, and applied new designs in their corporate identity and business to business communication.
    • 11 Sberbank Interesting insights As the biggest bank in Russia, Sberbank has a strong presence in European countries, including Germany with a branch in Frankfurt. It is Europe’s third largest bank and its strategy is promoting an open and friendly approach to customers whilst improving on its products and services in a continuous manner. Sberbank has heavily invested in brand development by handling foreign asset acquisitions and a good online banking system. 1841Founded FinanceIndustry Moscow, RussiaHeadquarters n/aRevenues abroad Revenues € 23 billion (2012) ~ 286,000Employees Source: Sberbank.com of best-known Russian brands in Germany Source: globeone Emerging Market Brands Survey of German consumers know Sberbank Source: globeone Emerging Market Brands Survey (aided awareness) #10 8%
    • Cologne  Shanghai  Beijing  Mumbai  São Paulo  Singapore  Seoul © Copyright This document of globeone GmbH or its network office is intended exclusively for the client or addressee. It remains exclusive property of globeone GmbH or its network office until the rights of use are expressly transferred. Any revision, use, duplication or commercial distribution of this work is permitted only with the consent of globeone GmbH or its network office. This document is a discussion paper. It makes use of secondary information and hypotheses and is therefore for discussion only. It does not include any recommendations or binding statements. While due care has been taken during the compilation of this presentation to ensure that the information is accurate, globeone GmbH and its network offices shall not be responsible for any damages (including consequential) caused by reliance on the materials presented, including but not limited to typographical and other errors relating to the publication.