Global marketing: Russian food market

Résumé du document

The object of this case study is to develop a market strategy that could be used by firms dealing with Russian food market, namely concerning the waffle market. Lots of marketing surveys of waffle consumption in Russia has been done, dealing with different investing potential possibilities. Some of them, for instance, reveal that traditional non-packaged waffles - hugely popular in the Soviet era - remain very popular in Russia. Hard-die habits of the Soviet Union heritage. People and habits have changed; it's now time to modernize, to enhance, and to develop the market. The awakening of the Soviet Union sounded – and it sounded well. But changing consumer lifestyles and the resulting shifts in consumption patterns remained important market drivers. The waffle-products are largely produced by domestic bakeries and confectionery firms, that is to say by the factories that have been specialized less than 20 years before in general Soviet Union sweets.

Extraits

[...] Attracting younger people is crucial to get new market shares on the Russian market. To achieve this we could either create a range of products that would be more appealing to young people or keep the same product but adapt our distribution process: for example we could try and sell our products to the night clubs that are fashionable for young people. The very important feature is that, young people whom ages go from 18 to 30 years old, remember the Soviet traditional bakery so putting back in stores some products of this era may have a strong success as people will remember these good days of their childhood. [...]

[...] Administrative framework Important reforms have been made for several years to restore more transparent the administrative functioning. So it is more and easier to establish an activity in Russia, even if there are still difficulties. Since 2000, the growth has increased thanks to the worldwide resumption of the markets but it is also due to increase in the domestic consumption in Russia. Russia is also negotiating with the World Trade Organization to come in. There are three main reasons to invest in Russia. - The increase of a middle-class. [...]

[...] Finally Russian retail trends reveal us that international-born large- scale stores became largely popular. However, most Russians of the major cities still do their shopping at small grocery or convenience stores or other specialized stores because of their convenient location (near their houses), as well as at consumer goods markets, because of low prices. At the same time, Russia is witnessing the rise of a new consumer channel - medium-sized discount supermarkets came from the Western Europe, such as Auchan, Carrefour, and Aldi in Moscow. c. Women vs. [...]

[...] Nice agreement concerning the classification of goods and services. There is in Russia a high risk of piracy/copy so it's really important to subscribe on the Brand Register. Judiciary procedures are slow so it's better to protect. d. Marketing Mix Dealing with the Russian consumer requires attention to the following aspects: 1. Russia is a very price-sensitive market, and market leadership strategies tend to be price-based, leveraging market shares and spreading overheads over a larger customer base Peer- consciousness is prominent in the Russian middle class, and new products and concepts must go through an initial phase of referrals and approval seeking, before they become popular with the target consumer classes Customer support and service standards are becoming crucial determinants of customer loyalty in all high value goods and in institutional sales Brand may require a cultural adaptation to the Russian market and may be unable to clone their Russian products based on successful trends in other countries. [...]

[...] Diet, nutrition and the prevention of chronic diseases. Report of a WHO study group. Technical Report Series 797. Geneva: WHO; Пищевые продукты и питание: их воздействие на общественное здоровье. Доводы в пользу политики и плана действий в области пищевых продуктов и питания для Европейского региона ВОЗ на 2000-2005 гг. Европейское Региональное Бюро ВОЗ,2000г 11. (R. Prohorskas, M. Turnauch. Life Expectancy and Major Causes of Mortality of the Population in the European Region: Findings of the First Assessment of the WHO's Strategy of Achieving Health for All by 2000. [...]