Consumer Preferences
  And Brand Development:
What to Think About in 2010s...
                Sergei E. Mitrofánov,
      ...
SUNDAY EVENING QUOTES...




© Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010
SUNDAY EVENING QUOTES...



«Carrousel hypermarket cancelled
its loyalty program and I forced to
buy new frequent customer...
B.R.I.C. COUNTRIES AND BRANDING



• «old local brands» still exist
• price sensitive
• «luxurious poverty» as a driver


...
TWO CRISISES - TWO SHIFTS


• In 1999 capitalism finally established in Russia
  after more then 70 years of communism myo...
«BRAND AS...» FROM ENTREPRENEURS PROSPECTIVE



   100




                                                          © Ser...
«BRAND AS...» FROM ENTREPRENEURS PROSPECTIVE



   100




                                                      © Sergei ...
RUSSIA AS A MARKET(S)




             penetration map»...
             ...is not just an «internet




© Sergei E. Mitrof...
RUSSIA AS A MARKET(S)




             penetration map»...
             ...is not just an «internet




© Sergei E. Mitrof...
UNDERSTAND YOUR RUSSIAN CUSTOMER




         45+       people from the past




                                         ...
FROM «NEW» RUSSIANS TO GLOBAL RUSSIANS




                     2000s




                                                ...
UNDERSTAND YOUR RUSSIAN CUSTOMER OR PARTNER

       Who are the «Global Russians»?
                      •   25-35yo
     ...
BRAND AS COMMUNICATION


• Middle class doesn’t work as a market
  concept in Russia; middle class is
  everyone from unde...
BRAND AS COMMUNICATION



• Communication channels in Russia
  are overloaded. That makes it difficult
  to establish clas...
BRAND AS COMMUNICATION

                                                                        Are you sure all Russians ...
BRAND AS COMMUNICATION

Are you sure all Russians speak...Russian?
                         • Take your time
             ...
BRAND AS COMMUNICATION



• Do not think of the
  budget as a constraint
  but as a possibility.




                     ...
BRAND AS COMMUNICATION

                         • Enhance the country
                           origin of your product,
...
BRAND AS COMMUNICATION


• Be aware of the fact that
  certain products have
  been strongly associated
  with certain cou...
BRAND AS A BEHAVIOUR

                       • Focus on customer loyalty.
                         Now the customers easil...
BRAND AS A BEHAVIOUR




                                © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, ...
BRAND AS COMMUNICATION



                         • Plan your brand
                           activities long term,
    ...
BRAND AS AN INNOVATION

• The Russian staff on all corporate
  levels has high innovating
  potential. Combined with the r...
BRAND AS A FUTURE




                                                         © Sergei E. Mitrofánov for Nordea Annual Ru...
CONTACTS




                                               © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 2...
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Russian consumers and branding: some insights for 2010s

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  • Russian consumers and branding: some insights for 2010s

    1. 1. Consumer Preferences And Brand Development: What to Think About in 2010s... Sergei E. Mitrofánov, for Nordea Annual Russia Seminar 2010 Stockholm; 25 May 2010
    2. 2. SUNDAY EVENING QUOTES... © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010
    3. 3. SUNDAY EVENING QUOTES... «Carrousel hypermarket cancelled its loyalty program and I forced to buy new frequent customer card. © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010 Girls at cash-desk are rude. Is crisis over?»
    4. 4. B.R.I.C. COUNTRIES AND BRANDING • «old local brands» still exist • price sensitive • «luxurious poverty» as a driver © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010 • first in the market ...first in the minds
    5. 5. TWO CRISISES - TWO SHIFTS • In 1999 capitalism finally established in Russia after more then 70 years of communism myopia • The recession of 2008-2009 will force Russia to move to real market economy © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010
    6. 6. «BRAND AS...» FROM ENTREPRENEURS PROSPECTIVE 100 © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010 75 50 25 0 2005 2008 2010 as logo as communication as strategy
    7. 7. «BRAND AS...» FROM ENTREPRENEURS PROSPECTIVE 100 © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010 75 50 25 The period of "primary market capture " has passed or passes 0 2005 2008 2010 as logo as communication as strategy
    8. 8. RUSSIA AS A MARKET(S) penetration map»... ...is not just an «internet © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010
    9. 9. RUSSIA AS A MARKET(S) penetration map»... ...is not just an «internet © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010
    10. 10. UNDERSTAND YOUR RUSSIAN CUSTOMER 45+ people from the past © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010 most established 25-45 segment 25- like all young people
    11. 11. FROM «NEW» RUSSIANS TO GLOBAL RUSSIANS 2000s © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010 1990s driving force for 2010s
    12. 12. UNDERSTAND YOUR RUSSIAN CUSTOMER OR PARTNER Who are the «Global Russians»? • 25-35yo • well educated © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010 • speaks foreign languages • travels a lot
    13. 13. BRAND AS COMMUNICATION • Middle class doesn’t work as a market concept in Russia; middle class is everyone from underpaid intellectuals to © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010 new-rich Russians.
    14. 14. BRAND AS COMMUNICATION • Communication channels in Russia are overloaded. That makes it difficult to establish classical brand © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010 communications especially in FMCG.
    15. 15. BRAND AS COMMUNICATION Are you sure all Russians speak...Russian? © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010
    16. 16. BRAND AS COMMUNICATION Are you sure all Russians speak...Russian? • Take your time studying the regional © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010 markets. The perception of a brand communication can be completely different in Moscow and in Ural region.
    17. 17. BRAND AS COMMUNICATION • Do not think of the budget as a constraint but as a possibility. © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010 Good marketing ideas do not necessarily cost much money but pay off in the future.
    18. 18. BRAND AS COMMUNICATION • Enhance the country origin of your product, ex. Swedish goods are evaluated as very © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010 high-quality and middle-upper price level. Swedish means quality, reliability and ecology.
    19. 19. BRAND AS COMMUNICATION • Be aware of the fact that certain products have been strongly associated with certain countries: © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010 quality posh cars come from Germany, wooden houses are made in Finland, tea is the English drink and thus of a good quality, France is the best in making perfumes and producing wine, etc.
    20. 20. BRAND AS A BEHAVIOUR • Focus on customer loyalty. Now the customers easily switch from one trade mark to another. Rather little work is done on enhancing loyalty. © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010
    21. 21. BRAND AS A BEHAVIOUR © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010 • A strong brand is the best tool in attracting the best personnel, but not enough to grow the staff loyal to the company.
    22. 22. BRAND AS COMMUNICATION • Plan your brand activities long term, but leave room for © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010 spontaneity.
    23. 23. BRAND AS AN INNOVATION • The Russian staff on all corporate levels has high innovating potential. Combined with the right structure of control for the job execution, this potential can be © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010 used to 100%
    24. 24. BRAND AS A FUTURE © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010 • It is important to invest money in the image, but even more important is to have a worked out platform and strategy for Шаверма (rus) - shawerma how to do.
    25. 25. CONTACTS © Sergei E. Mitrofánov for Nordea Annual Russia Seminar; May 25, 2010 Sergei E. Mitrofánov Senior Brand Consultant Brandflight (Russia & CIS) Sergei.Mitrofanov@brandflight.com mobile +7 903 7243295 www.brandflight.com

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