Deep Motivators & Consumer Roles in Russia

1. Deep Motivators & Consumer Roles in Russia
Prepared by Higher School of Marketing and Business Development, National Research University –
Higher School of Economics
www.marketing.hse.ru

2. 8 Consumer Roles for the Future
It’s all about the path
of least resistance
Brand as a source of self- awareness
Need for product quality awareness
Aspiration for a solution to express feelings towards family
Aspiration for feeling comfortable
Life is about ‘doing’
rather than ‘having’
Looking for advanced solutions for active life
Careful mother and wife
Curious buyer
Brand lovers
Trend follower
Experiential engagers
Modern active person
(live wire)
Impulse followers
Value chasers
Give me the best value
at the best price
Original infographics design by Soren Kaplan, www.Innovation-Point.com

3. 8 Consumer Roles for the Future
Careful mother and wife
Curious buyer
Brand lovers
Trend follower
A Russian woman's gender role is always connected with care of children, family protection, desire to feed family members and make sure that they are healthy. Being a wife and a mother, like in other cultures, a woman carries traditions. For a Russian woman it was always important to make her family members satisfied, which procured piece and stability at home. By being careful, a woman expects appreciation from her family members, which makes her confident that she is doing right. However, modern Russian women care about their authority and value. They understand that their health and appearance also add to a strong and stable family.
Desire to understand the ways a product can address a problem; a buyer tends to independently analyze product characteristics or obtain an expert advice. In fact, a consumer studies a product and defines the level of its value. It is great when a company supports such desire and provides the consumer with all required information about product quality and services. Comfortable communication and openness of the company - these are the key values for consumers.
A consumer's desire to follow market trends regulated by fashion became habitual for people in Russia. We wear clothes of fashionable colors and styles, buy furniture and select design for our apartments. The consumer's requirements to comprehensive quality services in on-line and off-line retail has become a trend since 2010. Consumers treat comprehensive services as a value they can get as loyal clients. The consumer's slogan "It should be convenient" results from consumer education by the best Russian companies in the industry markets.
The consumers' strive to follow ideas and products of favorite trend brands make them feel involved in the desired group. Virtually, owners of one brand products represent a brand family, which makes them confident since they share the brand values. Images and emotions they feel create positive mood and festive atmosphere.

4. 8 Consumer Roles for the Future
Convenience, time saving, on-line and off-line availability of goods, emotion - these are the goals pursued by consumers. They prefer buying brands and products recognized by them or their friends, or getting advice thus they do not have to spend time analyzing products.
Thinking, demanding, curious consumers, who frequently have experience of shopping abroad. They understand that the advertising is aimed at making emotional anchors, but emotions are not longer enough for them. They are interested in something new and/or opportunities to get quality and long-lasting goods. They are ready to spend time surveying products and when selecting a brand they feel like getting a full range of such brand values.
Looking for a better solution at best price is a behavioral driver of these consumers. From 2008, Russian consumers understand that a good product can be available at low price, while special prices and promotions do not mean sale of damaged goods. With the acquired experience, this group also comprises a lot of consumers since the Russian consumers' values comprise savings on purchases and opportunity to once again persuade their family members that they care about their well-being and "scrimp and save".
This role unities several consumer groups with shared activity and health drivers. These may be professional sportsmen and parents willing their children to be sportsmen. All of them are ready to pay a lot for quality products. These are young people who follow a trend of active life, spend they weekend on bicycles, rollers, scooters posting their pictures in social networks. These are families, middle age and older couples choosing active leisure time depending on season.
Experiential engagers
Modern active person
(live wire)
Impulse followers
Value chasers

5. Deep Motivators (Value Propositions) for the Future
Careful mother and wife
Curious buyer
Brand lovers
Trend follower
Experiential engagers
Modern active person
(live wire)
Safety & Recognition
Quality & Education
Communication &
Best choice
Appeal &
Self-expression
Activity & Health
Fashion & Confidence
Impulse followers
Value chasers
Value rewards
Convenience time

6. It’s all about the path
of least resistance
Brand as a source of self- awareness
Need for product quality awareness
Aspiration for a solution to express feelings towards family
Aspiration for feeling comfortable
Life is about ‘doing’
rather than ‘having’
Looking for advanced solutions for active life
Deep Motivators (Value Propositions) for the Future
Careful mother and wife
Curious buyer
Brand lovers
Trend follower
Experiential engagers
Modern active person
(live wire)
Safety & Recognition
Quality & Education
Communication &
Best choice
Appeal &
Self-expression
Activity & Health
Fashion & Confidence
Impulse followers
Value chasers
Give me the best value
at the best price
Value rewards
Convenience time

7. Business Implications & Opportunities
Here are 7 examples of trends that highlight how leading-edge companies are tapping into some of the deep motivators to innovate their way to future success. As you review these, consider:
1.How might these trends apply in my markets and for my customers?
2.Which trends, roles, and deep motivators are most relevant for what we do today?
3.Which trends, roles, and deep motivators represent opportunities for future innovation – to tap into new customer segments or as the basis for new products, services, processes, experiences, or business models?
4.What other trends in your own industry tap into the deep motivators, and how can you use them as a source of innovation?

8. Health & Safety Key Targets: Careful mother and wife, Curious buyer
Health is 20 % driven by environment. Against the background of increased industrial and environmental risks, people are willing to protect themselves and their families. Every person has the right for healthcare benefits, safe labor conditions and living in an eco- friendly environment. The consumers' desire to independently control and establish healthy environment for their families and procure healthcare provokes active search for products and services in the market.

9. Health & Safety Mother and Child
Consumers appreciate reliable and high-quality medical services; they orientate themselves well in the market. When it comes to health, safety and comfort are extremely important in Russia. Physicians' qualification is highly appreciated, innovative equipment is important. 'Expert and Patient' model is a framework of the company's communication strategy. To support this role healthcare webinars with patients are held, appointments are made. Also, patients see that the company holds webinars for physicians, which supports the company's expert position.
Mother & Child is a recognized leader in the Russian market, offering private medical services in the field of women’s and children’s health.
http://www.mcclinics.ru/about/markets/

10. Health & Safety Knauf
Proximity to customers, commitment to long- term cooperation, education and consulting services, professional services, accompanying materials, products and systems to address the customers' needs – that is the communication model chosen by the company. A visual customer communication channel comprising video, play lists and forums, new development conferences, training and consulting services for professionals add to the customer education.
http://knauf.ru/

11. Health & Safety Avangard Professional and Outdoor Equipment
Safe and comfortable special-purpose clothing for confident professionals. To communicate this idea the company has set up an Academy for free training of their potential clients' buyers. The coachers are the company's business line managers. A training opportunity, varied program and multiple events motivate potential clients. Such interaction promotes communication of product benefits and cooperation terms. And the most important thing is that it builds up confidence.
Avangard Professional and Outdoor Equipment is a producer of special-purpose footwear and personal protective clothing.
http://www.avangard-sp.ru/

12. Natural Products Key Targets: Careful mother and wife, Experiential engagers
Safety of consumed products is a long-lasting concern for consumers. This covers ingredients and GM products. This concern made consumers prefer the farm products, where animals are bred in natural environment and plants are free from chemical treatment. Being natural became vital not only for food, but for everything around people (construction and furnishing materials, appliances). In fact, this is a new established product segment with higher value.

13. Natural Products Setun
A focus on the woman's gender role - a husband and children need to be well fed and happy - is a usual marketing tool. The company supports a woman in playing this role by offering meat ready-to- cook products and new recipes. It is typical for Russian families to spend time outdoors with friends making barbecue, therefore an Outdoor Food Festival is held to demonstrate meat products and their quality. Meat producers also use incentive programs (loyalty cards, discounts) offering rational benefits to customers.
http://www.setun.com/

14. Natural Products Splat
No advertising is a particularity of the brand promotion strategy. Brand consumers are thinking, demanding, intellectual, cheerful and curious people. To support communication with such consumers the company's head writes personal letters to its clients. These letters are enclosed in every product pack. During the entire period, 84 letters were written. The letters are of confident nature and clients respond to them by sharing their ideas on the company's web-site and in social networks.
SPLAT is a Russian developer and producer of innovative professional oral care products.
http://www.splat.ru/

15. Digital: freedom & experience building Key Targets: Brand Lovers, Trend follower
An advanced Russian consumer has run a path from mobile phones in the early 1990s to the ecosystem of gadgets with a unified standard. Some consumers replace their push-button phones with smartphones only now, others live in a digital ecosystem, while experience and independent choice are crucial for everybody. Omni-channel for communication and retail is being actively developed in Russia. The companies approach consumers using any media from mobile Internet devices, PCs, television and radio to direct mail and catalog deliveries.

16. Digital: freedom & experience building Sela
Look books of clients wearing SELA clothes with comments on the brand this is the framework of the company' client communication strategy. A photo session from the brand and an opportunity to show off in branded clothes these are the goals many people pursue. They share their pictures on-line thus increasing the brand audience. But the brand itself feels like being useful and communicates with consumers holding social network discussions of ideas for individual image creation using their branded products.
http:// www.sela.biz

17. Digital: freedom & experience building MTS-retail
Consumers visit stores to get a certain type of service; they are more and more service oriented. Communication with clients to search for additional service elements significant for clients allows the company to stimulate consumers' migration from mobile phones to smart phones. Thus, to retain valuable information stored in phones the company offers information copying with special software directly in store and free of charge.
The company is focused on creating convenient conditions for its customer and expects to convert services into sales. Satisfied consumers can easily part with outdated equipment – that’s what the MTC Company advocates. It’s no wonder their slogan is – «Always one step ahead!»
http://www.mts.ru/

18. Digital: freedom & experience building KupiVip
Offering high standards of service and delivery, cost reduction, a wide assortment, and genuine brands - no fakes for fashionistas! On-line Shopping club, where a membership required an invitation from a friend, has quickly become the most popular in Russia. Clothes, footwear and accessories of well-known brands at special prices attract women. A key driver is a brand new service for consumers: branded cars, qualified specialists delivering orders convince clients that they are valuable for the company.
http://www.kupivip.ru

19. Expert position Key Targets: Curious buyer, Impulse followers
Comparable products available in the market motivate consumers to thoroughly study offers. In many cases, buyers thoroughly study products prior to visiting shops. The customer experience in mature countries defines consumers' requirements to quality services. With the customer satisfaction index companies can drive their product preference.

20. Expert position Cordiant
The company’s objective is to train end consumers in analyzing products on the quality threshold basis, that is, the products being INFERIOR to that threshold, and the SUPERIOR ones. The consumers need to understand that they may still choose among these products, and below that threshold it is not worth trying as the quality of the second group is unacceptably low. By promoting the safety driver the company may attract end consumers to the company's web- site and social networks where they can get advice and see the tire production process. Social networks, YouTube expand the borders of traditional advertising and create the brand scope. The company believes that investments in the consumer education create a loyal customer. This issue is addressed by Cordiant, Russian tire manufacturer.
http://www.cordiant.ru/

21. Expert position 36.6 Pharmacy Chain
36.6 Pharmacy Chain is well-known since it was among the pioneers of service standard development: qualified pharmacists, convenient free product selection format and nice atmosphere have created a loyal client pool. Today, to acquire consumers the chain maintains service standards offering special prices, goods of the day, promotions and other wide range of tools applied by product supermarkets.
http://pharmacychain366.ru/company/

22. Enjoy Key Targets: Brand lovers, Experiential engagers, Impulse followers, Value chasers
A desire to enjoy life is essential. Customers are keen on enjoying not only use and consumption of products, but services and communication as well. It would be fair for customers to believe that producers are focused on making them happy and satisfied.

23. Enjoy Bacardi
Attraction of new young consumers with almost no beverage experience to alcohol brands is the company's objective in Russia. The whole range of consumer marketing communications is applied to address the objective. Martini is a trend brand among young women, therefore the brand line may be extended. Global positioning of Martini 'Luck is an attitude' is focused on self-sufficient young people for whom confidence does matter. Martitni video is full of special atmosphere, drive and a kind of not Russian. 'There is no any luck, there is the one who creates it. Wait? Life is too short. I do not feel like waiting. I am acting. Trying. Feeling. Discovering. Loving. Risking. Living! What will I be? Where will I be? Who will be with me? I create my own world. I create my own luck. The video launched the consumer education program on on-line and off-line channels. Sharing ideas, comments and pictures in social networks, consumers' videos in video hosting and competition promoted attraction of new consumers to the brand.
Bacardi, a global multi-brand company.
http://www.bmrussia.ru/splash/

24. Enjoy Dikaya Orkhideya
Providing self-confidence to a woman who is still young at heart (no age restrictions), a woman who is both energetic and charming. The network's slogan: "Dictate your own rules" is applied by the chain offering trend premium lingerie. The selfie is the trend used by the company for promotion in social networks. Comments and pictures posted by female client support their desire to impress people. The company also offers bonuses and special prices for its regular clients.
http://www.wildorchid.ru

25. Enjoy ‘Krasny Kub’ (Red Cube)
A ready present ides on every occasion and interior design solutions are the key values offered by the company. Collection of present ideas, joint creative activity with Internet resource visitors allow the store to create good mood, bright, highlight images, interest and joy. Special on-line competitions and personal presents for children support the buyers' intention to be regular customer club members and participate in crowd sourcing projects.
http://www.redcube.ru

26. Enjoy Rive Gauche
Convenient location and layout of stores, Internet shop service attract consumers. On-line and off-line product selection recommendations and professional services in Rive Gauche beauty salons provide for giving supported responses and moderating professional forums. Testing of such promotion tools as prizes for reposts in social networks, advertising and others are focused on improvement of on-line sales. Discount program availability should persuade consumers to become the company's clients. Rive Gauche chain is focused on emotions.
http://www.rivegauche.ru/

27. Enjoy EDMINS
Propitiatory company's developments, products made at the Russian factory following the European standards, all these make the company's products appealing for the Russian consumers. Fashion products accounting for trends, friendly shop assistants, shop design, atmosphere, loyalty cards, promotions and special prices, all these stimulate regular purchases. And advertising again and again. The company offers quality products at good price and in modern package.
Promotions and special prices, all these stimulate regular purchases. And advertising again and again.
http://www.edmins.ru/

28. Health living Key Targets: Careful mother and wife, Modern active person (live wire)
Health is 50–55 % driven by life style. The relevance of healthy living is driven by the aggravated and modified environment people face as a result of more complicated social life and psychological types provoking negative health movements. Aspiration for health and keeping a family healthy motivates consumers to search for suitable food and activity solutions.

29. Health living Wimm-Bill-Dann
‘Traditional Mothers’ – a caring wife and mother represents the heart of the home, bringing together all the members of the family, creating comfort and a pleasant atmosphere at home while going about her daily chores.
Wimm-Bill-Dann (PepsiCo Group) highlights identity and naturality of its products thus turning to behavioral patterns of Russian women. The focus is on a safety driver: freshness and benefits of products, digestion and immune system improvement, health friendly snacks. To launch the driver the company applies a wide range of consumer marketing communication tools, advertising, competitions and quizzes, for example Chudo Yougurt promotional campaign with the motto “Collect Chudo scores and get presents”, forum discussions, etc. Buying these products, women can be sure that they could win recognition from their family members' whose health will be safe and sound.
http://wbd.ru/

30. Health living Sportmaster
Behavioral features based on each person’s or family’s lifestyle can be distinguished in such elements as personal commitment, self- assertion, the need to be protected, to control life situations, to enjoy life, and to feel acknowledged by your entourage. The company helps consumers in caring about their family members and get emotional satisfaction. The knowledge library, advice, ready solutions enable the company to get client insights on- and communicate with consumers on-line. During sports events for all family members the company communicates the brand spirit and supports regular clients in their goal to be healthy and active.
One of the company's slogans is «Sportmaster makes sport accessible!»
http://www.sportmaster.ru/

31. Traditions Key Targets: Careful mother and wife, Value chasers
Keeping a warm family environment is essential for women. A good family tradition to maintain mutual interest in efforts and success of every family member is underpinned by continuous sharing of professional matters, gained experience and important events. Today, the family hearth function is supported information and communication technologies.

32. Traditions Domashniy TV channel
'Domashny' 'Always for Women" is the first thematic TV channel and Internet resource for women in Russia - talk shows, TV series, actual discussion - everything a modern TV channel can offer. The key company's idea - involvement and communication. To involve female consumers in communication the company applies the full range of comprehensive drivers: social aspect, investigation, excellence, safety. The services are focused on communication. The services - dating, Internet shop, forums, files, tests and many others. The women get recommendations from TV and forums on a variety of issues they can face (home and summer cottages, food, entertainment, beauty and health). With these insights women can show their family how caring they are and win some recognition.
In fact, Domashniy today is an information and communication resource for women of different age and with different interests.
http://tv.domashniy.ru/

33. Traditions Gracia
With the best price/quality ratio and continuous product expansion, Gracia tights are among leaders of the Russian market. Advertising informs consumers of new collections, Internet shop offers a wide product mix, and attractive prices have set up a pool of satisfied clients regularly using the company's products. Traditional approach to product promotion among traditionalist buyers approximating 40% in Russia.
http://www.gracia.ru/

34. Consumers roles
Motivators
Opportunities
Trends
Careful mother and wife
Safety & Recognition
•What can a woman do to show the care for her family and get recognition?
•What can she do to make her family safe and safety?
Health & Safety
Natural Products
Health living
Traditions
Curious buyer
Quality & Education
•Change of values and priorities The company's responses to these changes in the consumer behavior / How does the company respond to these changes in the consumer behavior?
•Accelerated release of new products. The company's approach to educate consumers on the product and service quality standards / How does the company educate its consumers on the product and service quality standards?
Health & Safety
Expert position
Consumers roles, Motivators , Opportunities and Trends

35. Consumers roles, Motivators , Opportunities and Trends
Consumers roles
Motivators
Opportunities
Trends
Brand lovers
Fashion & Confidence
•Focus on positive emotions and images demonstrated by consumers drives loyalty to brand
•How can changes in behavior of brand consumers be used in a digital environment?
Enjoy
Digital:
freedom & experience building
Trend follower
Communication & Best choice
•How is consumer aspiration for comprehensive services used?
•What is a value proposition for those who choose time-saving online shopping?
Digital:
freedom & experience building

36. Consumers roles
Motivators
Opportunities
Trends
Experiential engagers
Appeal & Self- expression
•How can consumer interest in innovative unrivaled products be used?
•What values can be proposed to modern consumers?
Enjoy
Natural Products
Modern active person (live wire)
Activity & Health
•How can consumer aspiration for active living be used?
•What is a value proposition for consumers ready to use modern fitness gadgets?
Health living
Consumers roles, Motivators , Opportunities and Trends

37. Consumers roles
Motivators
Opportunities
Trends
Impulse followers
Convenience & Time
•How can you make your offering the easiest to find, fastest to purchase, and quickest to get?
•How can you save the customer the most time throughout their entire experience with your product or service?
Enjoy
Expert position
Value chasers
Value & Rewards
•What can you deliver that’s the best value (benefits versus cost) compared to the competition?
Enjoy
Traditions
Consumers roles, Motivators , Opportunities and Trends

38. References
1.http://www.slideshare.net/futurewatch/team-finland-future-watch-what-makes- us-buy-and-why
2.http://www.mcclinics.ru/about/markets/
3.http://knauf.ru/
4.http://www.avangard-sp.ru/
5.http://www.setun.com/
6.http://www.splat.ru/
7.http:// www.sela.biz
8.http://www.mts.ru/
9.http://www.kupivip.ru
10.http://www.cordiant.ru/
11.http://pharmacychain366.ru/company/
12.http://www.bmrussia.ru/splash/
13.http://www.wildorchid.ru
14.http://www.redcube.ru
15.http://www.rivegauche.ru/
16.http://www.edmins.ru/
17.http://wbd.ru/
18.http://www.sportmaster.ru/
19.http://tv.domashniy.ru/
20.http://www.gracia.ru/

39. Research led and report prepared by:
Higher School of Marketing and Business Development, National Research University – Higher School of Economics
market@hse.ru
www.marketing.hse.ru
Moscow - Russia
Icon by Prepared by Soren Kaplan
www.innovation-point.com