The document discusses various strategies for individual products and multiple products. It covers individual product concepts including types of products, core benefit propositions, and the components of an actual product like features, quality, design, packaging and branding. It also discusses augmented products. For multiple products, it discusses product mix concepts and the Boston Consulting Group matrix for analyzing product portfolios.
This document outlines the plans for a new rock music magazine targeted at teenagers aged 15-30. The creator will first conduct research on similar existing magazines. The magazine will focus on rock and some indie bands like You Me At Six, Abandon All Ships, Lostprophets, and Muse.
Ukraine presents opportunities for distance selling businesses due to contrasts in the country. While average wages are low, demand is growing for goods like cars, clothing, and electronics. The distance selling market in Ukraine was worth €1.4 billion in 2012 and was growing over 30% annually. Success factors include large distances between retailers, developed infrastructure and payment systems, and a consumer mentality receptive to online shopping. Contact centers, logistics, and payment processing are established industries supporting the distance selling market in Ukraine.
The document discusses the role and power of social media, how it has shifted communication online to be between many people rather than traditional top-down media, and introduces FK World as a global online community for all members of the FK organization that functions similarly to Facebook but is integrated, ad-free, and protects user rights to content. It also promotes following FK on Facebook and Twitter and using the hashtag #FKYC12 for their youth camp.
The document discusses various options for distance selling companies that are not residents of Ukraine to conduct business activities in Ukraine. The main options are: 1) through a registered legal entity in Ukraine, 2) through a group of business entities using a simplified tax system, or 3) without registering a business in Ukraine by importing goods through international postal consignments. Registering a legal entity has tax disadvantages like high tax burdens and frequent audits. Using a group under the simplified tax system caps annual revenue. Importing through postal consignments has restrictions on price and quantity but avoids VAT and duties. The document analyzes the advantages, disadvantages, risks, and tax implications of each option.
This document summarizes the similarities and differences between business promotion using the internet in Ukraine and the United States. It finds that the search engine market is dominated by Google in the US, while Google and Yandex share the market in Ukraine. The average cost per click of a visitor is much lower in Ukraine than the US for most keywords. In social media, Facebook is more popular and expensive for ads in the US, while VKontakte is dominant in Ukraine at a lower cost. The document analyzes case studies showing the financial benefits of SEO and PPC strategies in Ukraine. It concludes the Ukrainian market remains immature but offers opportunities for companies to grow with relatively small investments.
MagFashion is an innovative SaaS platform that allows trading companies to create, edit, and manage digital publications for the fashion industry and e-commerce. The platform offers online tools to quickly build interactive publications with features like audio/video, forms, galleries, analytics, and integration with social networks. MagFashion clients include publishers, e-commerce companies, catalog companies, and brands seeking to digitize their publications.
Ukrposhta is Ukraine's national postal operator with over 98,000 employees and 4,229 vehicles delivering mail. Consignment is an international postal service that allows distance sellers to regularly send mailings from one country to another or several countries through a central collection and distribution point. Using consignment, catalog companies can send orders to Ukrposhta which then delivers the parcels to customers in Ukraine without payment of customs duties or VAT. Ukrposhta has consignment agreements with several European postal operators and introduced a new service between Ukraine and Russia allowing purchases from Russian shops. Consignment offers advantages over direct import like no certification requirements but longer delivery times, while direct import is faster but requires certification and payment
This document summarizes consumer behavior and demographics in Ukraine. It provides statistics on population structure, GDP, car purchases, bank deposits, income levels, and consumer spending patterns. The document also segments Ukrainian consumers into those who purchase from catalog companies, e-commerce sites, and TV shops. Catalog company consumers tend to be women living in smaller cities, while e-commerce consumers are men in large cities. TV shop consumers are impulse buyers, often women aged 35-45 in large cities. Overall, the document uses data from various research organizations to paint a picture of the Ukrainian consumer landscape.
1) Customs clearance of goods shipped via international mail takes 1 day or less and is not subject to customs duties or taxes unlike single cargo shipments which can take 3 weeks and are subject to high customs fees.
2) Using consignment shipping through Globex Post provides insurance for goods in storage and flexibility to return unsold goods while monitoring international mail.
3) Customs procedures for international mail sent through postal channels are regulated by global standards and less dependent on changing Ukrainian laws compared to single cargo shipments.
This document discusses client service in Ukrainian contact centers. It identifies four main vectors to focus on: 1) reducing informational calls through alternative communication channels, 2) analyzing past activity to forecast fluctuations and allocate resources efficiently, 3) implementing quality control methods to improve agents' work, and 4) using contact centers for additional sales opportunities. Proper handling of these vectors can lead to reduced expenses, higher service quality, increased loyalty and sales. The acceptable working hours for agents in Ukraine are listed as well as typical call volume breakdowns and average call durations and costs.
This document discusses features of B2C delivery services. It notes that modern customers expect high quality services like those provided by companies like McDonalds and Federal Express. The document then outlines some key customer expectations for deliveries, such as being fast, convenient, safe, inexpensive, and having simple return procedures. It also lists some common customer complaints about couriers, such as late or missed deliveries, lack of communication about delays, and poor customer service from couriers.
This document provides advice for organizing work with contractors and logistics properly in Ukraine. It recommends selecting contractors based on important criteria, setting clear goals and timelines, and integrating processes smoothly. It also advises controlling logistics by hedging risks with multiple contractors and monitoring performance. Finally, it emphasizes the importance of not being afraid to address bureaucratic issues like taxation, customs, and compliance with regulations. Working closely with partners and occupying new market opportunities are keys to success in Ukraine's developing e-commerce market.
This document discusses logistics in Ukraine. It provides an overview of Ukraine's ranking in logistics performance compared to other countries like Germany and Russia. It also discusses the main operators in Ukraine's logistics market, including transportation, warehouse, and forwarding companies. Finally, it analyzes some of the challenges facing Ukraine's logistics sector, such as outdated transportation infrastructure and a lack of skilled professionals.
The document discusses marketing strategies between Western and Eastern markets. It focuses on the marketing strategies of Book Club "Family Leisure Club" in Ukraine. The marketing strategy focuses on unique products, multi-channel distribution including direct mail, retail shops, online, and trade. There are five key differences in marketing between Western and Eastern markets: customer demographics, shopping criteria, creative materials, additional catalog offerings, and marketing staff experience and resources.
The document discusses various strategies for individual products and multiple products. It covers individual product concepts including types of products, core benefit propositions, and the components of an actual product like features, quality, design, packaging and branding. It also discusses augmented products. For multiple products, it discusses product mix concepts and the Boston Consulting Group matrix for analyzing product portfolios.
This document outlines the plans for a new rock music magazine targeted at teenagers aged 15-30. The creator will first conduct research on similar existing magazines. The magazine will focus on rock and some indie bands like You Me At Six, Abandon All Ships, Lostprophets, and Muse.
Ukraine presents opportunities for distance selling businesses due to contrasts in the country. While average wages are low, demand is growing for goods like cars, clothing, and electronics. The distance selling market in Ukraine was worth €1.4 billion in 2012 and was growing over 30% annually. Success factors include large distances between retailers, developed infrastructure and payment systems, and a consumer mentality receptive to online shopping. Contact centers, logistics, and payment processing are established industries supporting the distance selling market in Ukraine.
The document discusses the role and power of social media, how it has shifted communication online to be between many people rather than traditional top-down media, and introduces FK World as a global online community for all members of the FK organization that functions similarly to Facebook but is integrated, ad-free, and protects user rights to content. It also promotes following FK on Facebook and Twitter and using the hashtag #FKYC12 for their youth camp.
The document discusses various options for distance selling companies that are not residents of Ukraine to conduct business activities in Ukraine. The main options are: 1) through a registered legal entity in Ukraine, 2) through a group of business entities using a simplified tax system, or 3) without registering a business in Ukraine by importing goods through international postal consignments. Registering a legal entity has tax disadvantages like high tax burdens and frequent audits. Using a group under the simplified tax system caps annual revenue. Importing through postal consignments has restrictions on price and quantity but avoids VAT and duties. The document analyzes the advantages, disadvantages, risks, and tax implications of each option.
This document summarizes the similarities and differences between business promotion using the internet in Ukraine and the United States. It finds that the search engine market is dominated by Google in the US, while Google and Yandex share the market in Ukraine. The average cost per click of a visitor is much lower in Ukraine than the US for most keywords. In social media, Facebook is more popular and expensive for ads in the US, while VKontakte is dominant in Ukraine at a lower cost. The document analyzes case studies showing the financial benefits of SEO and PPC strategies in Ukraine. It concludes the Ukrainian market remains immature but offers opportunities for companies to grow with relatively small investments.
MagFashion is an innovative SaaS platform that allows trading companies to create, edit, and manage digital publications for the fashion industry and e-commerce. The platform offers online tools to quickly build interactive publications with features like audio/video, forms, galleries, analytics, and integration with social networks. MagFashion clients include publishers, e-commerce companies, catalog companies, and brands seeking to digitize their publications.
Ukrposhta is Ukraine's national postal operator with over 98,000 employees and 4,229 vehicles delivering mail. Consignment is an international postal service that allows distance sellers to regularly send mailings from one country to another or several countries through a central collection and distribution point. Using consignment, catalog companies can send orders to Ukrposhta which then delivers the parcels to customers in Ukraine without payment of customs duties or VAT. Ukrposhta has consignment agreements with several European postal operators and introduced a new service between Ukraine and Russia allowing purchases from Russian shops. Consignment offers advantages over direct import like no certification requirements but longer delivery times, while direct import is faster but requires certification and payment
This document summarizes consumer behavior and demographics in Ukraine. It provides statistics on population structure, GDP, car purchases, bank deposits, income levels, and consumer spending patterns. The document also segments Ukrainian consumers into those who purchase from catalog companies, e-commerce sites, and TV shops. Catalog company consumers tend to be women living in smaller cities, while e-commerce consumers are men in large cities. TV shop consumers are impulse buyers, often women aged 35-45 in large cities. Overall, the document uses data from various research organizations to paint a picture of the Ukrainian consumer landscape.
1) Customs clearance of goods shipped via international mail takes 1 day or less and is not subject to customs duties or taxes unlike single cargo shipments which can take 3 weeks and are subject to high customs fees.
2) Using consignment shipping through Globex Post provides insurance for goods in storage and flexibility to return unsold goods while monitoring international mail.
3) Customs procedures for international mail sent through postal channels are regulated by global standards and less dependent on changing Ukrainian laws compared to single cargo shipments.
This document discusses client service in Ukrainian contact centers. It identifies four main vectors to focus on: 1) reducing informational calls through alternative communication channels, 2) analyzing past activity to forecast fluctuations and allocate resources efficiently, 3) implementing quality control methods to improve agents' work, and 4) using contact centers for additional sales opportunities. Proper handling of these vectors can lead to reduced expenses, higher service quality, increased loyalty and sales. The acceptable working hours for agents in Ukraine are listed as well as typical call volume breakdowns and average call durations and costs.
This document discusses features of B2C delivery services. It notes that modern customers expect high quality services like those provided by companies like McDonalds and Federal Express. The document then outlines some key customer expectations for deliveries, such as being fast, convenient, safe, inexpensive, and having simple return procedures. It also lists some common customer complaints about couriers, such as late or missed deliveries, lack of communication about delays, and poor customer service from couriers.
This document provides advice for organizing work with contractors and logistics properly in Ukraine. It recommends selecting contractors based on important criteria, setting clear goals and timelines, and integrating processes smoothly. It also advises controlling logistics by hedging risks with multiple contractors and monitoring performance. Finally, it emphasizes the importance of not being afraid to address bureaucratic issues like taxation, customs, and compliance with regulations. Working closely with partners and occupying new market opportunities are keys to success in Ukraine's developing e-commerce market.
This document discusses logistics in Ukraine. It provides an overview of Ukraine's ranking in logistics performance compared to other countries like Germany and Russia. It also discusses the main operators in Ukraine's logistics market, including transportation, warehouse, and forwarding companies. Finally, it analyzes some of the challenges facing Ukraine's logistics sector, such as outdated transportation infrastructure and a lack of skilled professionals.
The document discusses marketing strategies between Western and Eastern markets. It focuses on the marketing strategies of Book Club "Family Leisure Club" in Ukraine. The marketing strategy focuses on unique products, multi-channel distribution including direct mail, retail shops, online, and trade. There are five key differences in marketing between Western and Eastern markets: customer demographics, shopping criteria, creative materials, additional catalog offerings, and marketing staff experience and resources.
10. Сегментация потребителей
Потребители компаний каталожной торговли
Потребители интернет магазинов
Потребители телемагазинов
11. Потребители компаний каталожной торговли
Это женщина - с вероятностью 75-80%
Проживает в городе с населением менее 100 тыс. человек, ПГТ, селе с
вероятностью – 50-55%
В среднем совершает - 2 покупки в год
Средний чек одного заказа – 45 евро (15 евро)
12. Потребители компаний каталожной торговли
Основные мотивы покупки
Невозможность реализовать свои потребительские возможности (плохо
развитый региональный ритейл)
Желание купить что-то оригинальное, то чего нет у всех
15. Цели использования Интернета в разных
типах населённых пунктов 1 квартал 2012*
Категория { Чаще других (доля среди пользующихся сервисом)
Село { 16% - Поиск материалов для учёбы
Город до 50 тыс. { 24% - Интернет-телефония (Skype и т.д.)
Город до 51-100 тыс. { 7% - Поиск материалов для учёбы
{ 32% - Просмотртелепрограмм, онлайн видео и
Город до 101-500 тыс. прослушивание раиостанций
Город более 500 тыс. { 46% - Покупки/ продажи через Интернет
*Источник: ГфК Юкрейн
16. Потребители интернет магазинов
Это мужчина в возрасте 26-41 год - с вероятностью 55-60%
Проживает в Киеве или городе миллионнике с вероятностью – 50-55%
Средний чек одного заказа – 30 евро
17. Потребители интернет магазина
Основные мотивы покупки
Купить товар по более низкой цене
Купить уникальный товар, которого у других нет
Экономия времени на посещении обычного магазина и на доставку товара
из него
Подробная информация о товаре и его свойствах
18. Потребители телемагазинов
Это женщина в возрасте 35-45 лет - с вероятностью 60-70%
Проживает в Киеве или городе миллионнике с вероятностью – 50-55%
Совершает повторную покупку – с вероятностью 30%
Средний чек одного заказа – 80-100 евро
20. Пелых Ярослав
маркетолог
/044/ 501 37 63
/068/ 251 23 87
pelikh@nsbc.kiev.ua
www.nsbc.kiev.ua
При написании материала использованы данные исследований ЮНИСЕФ, GFK, Research & Branding Group, Института Горшенина, Института социологии НАН
Украины, Госкомстата Украины, Фонда «Демократические инициативы» им. Илька Кучерива, Украинского института социальных исследований имени.
А.Яременко.
Editor's Notes
Население Украины постепенно стареет основной причиной уменьшения численности населения Украины по-прежнему остается низкая рождаемость.
На протяжении десятилетий женщин (53,87%) на Украине больше чем мужчин (46,13%). Это соотношение на протяжении десятилетий меняется не значительно. Средняя продолжительность жизни мужчин составляет – 62,5 года, женщины – 74,3 года (на 2007- 2008 года). Несмотря на постепенное улучшение и рост рождаемости население постепенно стареет. Так, по данным Госкомстат Украины население старше 60 лет с 18,66% в 1991 г. постепенно увеличилось до 20,91% в 2011 г., также увеличилось население в возрасте 15-59 лет: с 58,56% в 1991 г. до 63,80% в 2011 г. А население в возрасте от 0-15 лет уменьшилось с 22,78% в 1991 г. до 15,30% в 2011 г. Удельный вес городского населения в Украине вырос с 67,4% в 2001 г. до 68,42% в 2011 г. Процесс урбанизации по-прежнему продолжается в стране. Сегодня более двух третей ее населения живут в городах.
- Значительная часть экономики Украины находится в тени. Косвенно реальные доходы украинцев можно оценить по динамике покупок новых автомобилей, динамике депозитов физ. лиц в банках и количестве отдыхающих за границей.
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- Вынуждены экономить на еде – 11% - Достаточно средств для еды но на одежду и обувь необходимо собирать деньги или одалживать – 27% Средний класс – это люди которым хватает денег на еду, одежду и покупку мелкой бытовой техники. Богатые – это люди которые могут купить автомобиль или квартиру не одалживая денег
- самыми богатыми регионами в Украине продолжают оставаться Киев, Донецк и Днепропетровск Однако такого разрыва в уровне доходов например как России между жителями Москвы и Питера и остальной части страны в Украине не наблюдается. Киев скорее первый среди равных.
Среднестатистический украинец тратит до 55% своего месячного дохода на еду Еще 20 % своего месячного дохода тратит на одежду и товары первой необходимости На развлечения и досуг приходиться всего 10% доходя
1. Даже если покупается мужская одежда – заказ оформляет все равно женщина. Инициатором покупки по каталогам в основном выступает женщина.
В 1 квартале 2012 года количество постоянных потребителей Интернет достигло 38% Интернет-аудитория продолжает расти
По темпам роста Интернет-аудитории 2011/2008 лидируют пенсионеры, малые и средние города. В основном люди пользуются Интернетом дома – 79% в 1 квартале 2012
В городах с населением более 500 тыс. грн. – 46% интернет-пользователей используют Интернет для покупки/продажи
Женщины составляют 21% покупателей, но с каждым годом доля женщин растет на 1-2% Средний покупатель интернет магазина с каждым годом становиться старше Ядро пользователей интернет смещается в сторону районных центров и городов с населением менее 100 тыс. человек – это связано с проникновением интернета в районные центры http://ecommerce.upc.ua/uk/news.html – новость от 14.06.2012 - средний заказ 305,65 в мае 2012 = 30 евро
- Скорее всего в семье есть уже дети. Процент женщин совершающих покупки уже имеющих детей – до 80%
