SlideShare uma empresa Scribd logo
1 de 5
Baixar para ler offline
10 THINGS MARKETERS NEED
  TO KNOW ABOUT RUSSIA



                                                     er 20 years and the
                         pennfor rbusiness' 'for rov er 20 years and the
                                                   ov
Russia hassbeen 'o pe fo business fo it is often seen as aa
                 been 'o
  Russia ha is long gone. But even now it is often seen as
ironncurtain is long gone. But even now d opaque political
  iro curtain ry – with its own alphabet an d opaque political
bit tof aamyste ry – with its own alphabet an
  bi of myste
structure.
  structure.
                                                    e to the differences, ,
                       sseasy to turn aablinddey e to thewishfrences
                                                  ey
 In this context,t,it’ easy to turndeblin inator and
                     it’
                                                              diffe
                                                                    ully
   In this contex vious common denominator and wishfully
                                           nom
 finddtheemost tob vious common Moscow) is neverthelesss'a
                    ob
   fin th mos sia (and especially Moscow) is nevertheles 'a
 thinkkthat Rus sia (and especially
   thin that Rpe'.us
               ro pe'.
  bit tlikeeEu ro
    bi lik Eu
                                                  ead of Co-creation at  at
                      ev, ,our rMoscow-bornnH ead of Co-creation
                                                 H
          tantin Pina ev ou Moscow-bor ings that marketers
  Kons tantin Pina
    Kons                        a list of 10 th in that marketers
  Thinktank, put ttogether a list ofthink abgs t Russia.
                  pu together n they 10
    Thinktank, in mind whe
                                              th
                                                   ou t Russia.
   should keep in mind when they think abou
    should keep
#1 Russians are still in a brand new world.
 #1 Russians are still in a brand new world.

Brands in the way we understand them in the West did not exist in Russia
 Brands in the way we understand them in the West did not exist in Russia
until the early 1990s. A tranche of consumers still remember the days when
 until the early 1990s. A tranche of consumers still remember the days when
there were no ads or brands.
 there were no ads or brands.
That means that the picture has yet to settle; the brand universe is far more
 That means that the picture has yet to settle; the brand universe is far more
dynamic, heritage is often slender and reputations are easily lost and won.
 dynamic, heritage is often slender and reputations are easily lost and won.
What’s more, the consumer is more fickle and harder to hold on to.
 What’s more, the consumer is more fickle and harder to hold on to.


#2 Moscow is another country.
 #2 Moscow is another country.


It’s fair to say that London is not the UK; New York is not the US and Paris
  It’s fair to say that London is not the UK; New York is not the US and Paris
is not France. It would be even fairer to say that Moscow is not Russia.
  is not France. It would be even fairer to say that Moscow is not Russia.
Here the differences really are huge: income levels are multiple times
 Here the differences really are huge: income levels are multiple times
higher and habits and media consumption are nothing like the rest of the
 higher and habits and media consumption are nothing like the rest of the
country.
 country.



#3 Don’t underestimate local competitors.
 #3 Don’t underestimate local competitors.

You’ll also be surprised by just how strong local champions can be.
 You’ll also be surprised by just how strong local champions can be.
What’s the most popular search engine? It’s Yandex (Google is way
  What’s the most popular search engine? It’s Yandex (Google is way
behind).
  behind).
What is the most popular social network? It’s ‘VKontakte’ (‘in contact’).
  What is the most popular social network? It’s ‘VKontakte’ (‘in contact’).
Facebook is not even the second –– it is way behind ‘Odnoklassniki’
  Facebook is not even the second it is way behind ‘Odnoklassniki’
(‘Classmates’).
  (‘Classmates’).
#4 Russians consume conspicuously.
 #4 Russians consume conspicuously.

As in many developing markets, attitudes to consumerism are less
 As in many developing markets, attitudes to consumerism are less
conflicted than those in the West. It is important to remember that Russians
 conflicted than those in the West. It is important to remember that Russians
did not have the pleasures of consumerist societies for over 70 years, so
 did not have the pleasures of consumerist societies for over 70 years, so
aren’t apologetic or self-deprecating about material success and
 aren’t apologetic or self-deprecating about material success and
aspirations: ifif you've got it, flaunt it! So should luxury brands try to be more
 aspirations: you've got it, flaunt it! So should luxury brands try to be more
understated? Of course not!
 understated? Of course not!


#5 Young lifestages are very different.
 #5 Young lifestages are very different.

In Russia, fitting consumers into life stages can be trickier. ‘Gap years’ do
 In Russia, fitting consumers into life stages can be trickier. ‘Gap years’ do
not exist and most students live with their parents when they go to
 not exist and most students live with their parents when they go to
university. People tend to move in together, get married and have kids
 university. People tend to move in together, get married and have kids
much earlier than in the West. Meanwhile, in aa booming economy, careers
 much earlier than in the West. Meanwhile, in booming economy, careers
can progress very rapidly, meaning social standing can be hard to pin
 can progress very rapidly, meaning social standing can be hard to pin
down. So aa 25 year old can be a CFO - and be just as likely to be single as
 down. So 25 year old can be a CFO - and be just as likely to be single as
to have three kids.
 to have three kids.


#6 Young Russians rarely watch TV.
 #6 Young Russians rarely watch TV.

IfIf you think it is tricky to target youth in the UK – it’s even harder in Russia.
    you think it is tricky to target youth in the UK – it’s even harder in Russia.
Local terrestrial schedules there are heavily dominated by government
  Local terrestrial schedules there are heavily dominated by government
propaganda, TV remains analogue and is widely pitched at an older,
  propaganda, TV remains analogue and is widely pitched at an older,
mainstream audience. This means that to not have a TV is now a hip
  mainstream audience. This means that to not have a TV is now a hip
lifestyle choice, and young Russians (especially the affluent and educated
  lifestyle choice, and young Russians (especially the affluent and educated
urban audience) tend to say goodbye to their TV sets willingly. Besides,
  urban audience) tend to say goodbye to their TV sets willingly. Besides,
with piracy being far more prevalent and monetized than itit is in the West,
  with piracy being far more prevalent and monetized than is in the West,
the most popular TV shows and films are easily accessed online.
  the most popular TV shows and films are easily accessed online.
#7 Fair trade? Never even heard of it!
 #7 Fair trade? Never even heard of it!

Russia is also unusual in having had an imperial, but no obvious colonial
 Russia is also unusual in having had an imperial, but no obvious colonial
past. So the whole concept of Fair Trade and concerns or ‘liberal guilt’
 past. So the whole concept of Fair Trade and concerns or ‘liberal guilt’
about conditions in the developing world are often quite muted. This means
 about conditions in the developing world are often quite muted. This means
that ethical or environmental claims tend to be missed or even
 that ethical or environmental claims tend to be missed or even
misunderstood by many consumers.
 misunderstood by many consumers.


#8 Russians buy in different ways.
 #8 Russians buy in different ways.

ItIt would be easy to assume that living in a G8 country with a fairly high GDP
   would be easy to assume that living in a G8 country with a fairly high GDP
per capita income would mean that people had bank accounts and be used
  per capita income would mean that people had bank accounts and be used
to online payments, but... as always Russia has its own way. The financially
  to online payments, but... as always Russia has its own way. The financially
unstable 1990s and a number of bank collapses long undermined people's
  unstable 1990s and a number of bank collapses long undermined people's
trust in financial institutions. Even in 2012 Russia remains a cash or digital
  trust in financial institutions. Even in 2012 Russia remains a cash or digital
cash economy on a day-to-day basis.
  cash economy on a day-to-day basis.
People can pay cash for anything - - including property and luxury cars.
 People can pay cash for anything including property and luxury cars.
Online transactions are still more of an exception rather than a rule. Online
 Online transactions are still more of an exception rather than a rule. Online
shops will deliver products by courier, who collect the cash from customers.
 shops will deliver products by courier, who collect the cash from customers.


#9 Money on the other hand is more mobile.
 #9 Money on the other hand is more mobile.

The underdeveloped banking system also means that mobile payments (by
 The underdeveloped banking system also means that mobile payments (by
texting and using stored value cards) are more common and more
 texting and using stored value cards) are more common and more
sophisticated than they are in many Western markets.
 sophisticated than they are in many Western markets.
Strong WiMax networks and free WiFi in most places also mean that the
 Strong WiMax networks and free WiFi in most places also mean that the
mobile Internet and mobile marketing are more advanced.
 mobile Internet and mobile marketing are more advanced.
#10 Not the easiest consumer to study.
 #10 Not the easiest consumer to study.

Russians - - culturally - were never asked for their opinion. Russia is still not
 Russians culturally - were never asked for their opinion. Russia is still not
a market where consumers will easily ‘play the game’ and speak effortlessly
 a market where consumers will easily ‘play the game’ and speak effortlessly
about their feelings about products or brands, setting aside the rational
 about their feelings about products or brands, setting aside the rational
answers that can sometimes frustrate research buyers.
 answers that can sometimes frustrate research buyers.
For this reason, marketers need to be mindful of how they approach
 For this reason, marketers need to be mindful of how they approach
research, whom they target and what the best format for exploring a brand
 research, whom they target and what the best format for exploring a brand
or campaign idea is. That’s where we come in.
 or campaign idea is. That’s where we come in.




A few words about us.
 A few words about us.


Thinktank is an international qualitative research
 Thinktank is an international qualitative research
consultancy based in London. We pride ourselves on
 consultancy based in London. We pride ourselves on
marketing thinking inspired by real people and have
 marketing thinking inspired by real people and have
extensive knowledge of emerging markets (among
 extensive knowledge of emerging markets (among
them, Russia!).
 them, Russia!).

If you’d like to find out more about how we help our
 If you’d like to find out more about how we help our
clients in international markets, contact
 clients in international markets, contact
konstantin@thinktank.uk.com or find us at:
 konstantin@thinktank.uk.com or find us at:
http://www.thinktank.uk.com/
 http://www.thinktank.uk.com/
http://www.thinktank-international.blogspot.co.uk/
 http://www.thinktank-international.blogspot.co.uk/
https://twitter.com/thinktank_int
 https://twitter.com/thinktank_int

Mais conteúdo relacionado

Último

Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Scrum Events & How to run them effectively
Scrum Events & How to run them effectivelyScrum Events & How to run them effectively
Scrum Events & How to run them effectivelyMarianna Nakou
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaEricBonilla13
 

Último (20)

Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Scrum Events & How to run them effectively
Scrum Events & How to run them effectivelyScrum Events & How to run them effectively
Scrum Events & How to run them effectively
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric Bonilla
 

10 things marketers need to know about Russia

  • 1. 10 THINGS MARKETERS NEED TO KNOW ABOUT RUSSIA er 20 years and the pennfor rbusiness' 'for rov er 20 years and the ov Russia hassbeen 'o pe fo business fo it is often seen as aa been 'o Russia ha is long gone. But even now it is often seen as ironncurtain is long gone. But even now d opaque political iro curtain ry – with its own alphabet an d opaque political bit tof aamyste ry – with its own alphabet an bi of myste structure. structure. e to the differences, , sseasy to turn aablinddey e to thewishfrences ey In this context,t,it’ easy to turndeblin inator and it’ diffe ully In this contex vious common denominator and wishfully nom finddtheemost tob vious common Moscow) is neverthelesss'a ob fin th mos sia (and especially Moscow) is nevertheles 'a thinkkthat Rus sia (and especially thin that Rpe'.us ro pe'. bit tlikeeEu ro bi lik Eu ead of Co-creation at at ev, ,our rMoscow-bornnH ead of Co-creation H tantin Pina ev ou Moscow-bor ings that marketers Kons tantin Pina Kons a list of 10 th in that marketers Thinktank, put ttogether a list ofthink abgs t Russia. pu together n they 10 Thinktank, in mind whe th ou t Russia. should keep in mind when they think abou should keep
  • 2. #1 Russians are still in a brand new world. #1 Russians are still in a brand new world. Brands in the way we understand them in the West did not exist in Russia Brands in the way we understand them in the West did not exist in Russia until the early 1990s. A tranche of consumers still remember the days when until the early 1990s. A tranche of consumers still remember the days when there were no ads or brands. there were no ads or brands. That means that the picture has yet to settle; the brand universe is far more That means that the picture has yet to settle; the brand universe is far more dynamic, heritage is often slender and reputations are easily lost and won. dynamic, heritage is often slender and reputations are easily lost and won. What’s more, the consumer is more fickle and harder to hold on to. What’s more, the consumer is more fickle and harder to hold on to. #2 Moscow is another country. #2 Moscow is another country. It’s fair to say that London is not the UK; New York is not the US and Paris It’s fair to say that London is not the UK; New York is not the US and Paris is not France. It would be even fairer to say that Moscow is not Russia. is not France. It would be even fairer to say that Moscow is not Russia. Here the differences really are huge: income levels are multiple times Here the differences really are huge: income levels are multiple times higher and habits and media consumption are nothing like the rest of the higher and habits and media consumption are nothing like the rest of the country. country. #3 Don’t underestimate local competitors. #3 Don’t underestimate local competitors. You’ll also be surprised by just how strong local champions can be. You’ll also be surprised by just how strong local champions can be. What’s the most popular search engine? It’s Yandex (Google is way What’s the most popular search engine? It’s Yandex (Google is way behind). behind). What is the most popular social network? It’s ‘VKontakte’ (‘in contact’). What is the most popular social network? It’s ‘VKontakte’ (‘in contact’). Facebook is not even the second –– it is way behind ‘Odnoklassniki’ Facebook is not even the second it is way behind ‘Odnoklassniki’ (‘Classmates’). (‘Classmates’).
  • 3. #4 Russians consume conspicuously. #4 Russians consume conspicuously. As in many developing markets, attitudes to consumerism are less As in many developing markets, attitudes to consumerism are less conflicted than those in the West. It is important to remember that Russians conflicted than those in the West. It is important to remember that Russians did not have the pleasures of consumerist societies for over 70 years, so did not have the pleasures of consumerist societies for over 70 years, so aren’t apologetic or self-deprecating about material success and aren’t apologetic or self-deprecating about material success and aspirations: ifif you've got it, flaunt it! So should luxury brands try to be more aspirations: you've got it, flaunt it! So should luxury brands try to be more understated? Of course not! understated? Of course not! #5 Young lifestages are very different. #5 Young lifestages are very different. In Russia, fitting consumers into life stages can be trickier. ‘Gap years’ do In Russia, fitting consumers into life stages can be trickier. ‘Gap years’ do not exist and most students live with their parents when they go to not exist and most students live with their parents when they go to university. People tend to move in together, get married and have kids university. People tend to move in together, get married and have kids much earlier than in the West. Meanwhile, in aa booming economy, careers much earlier than in the West. Meanwhile, in booming economy, careers can progress very rapidly, meaning social standing can be hard to pin can progress very rapidly, meaning social standing can be hard to pin down. So aa 25 year old can be a CFO - and be just as likely to be single as down. So 25 year old can be a CFO - and be just as likely to be single as to have three kids. to have three kids. #6 Young Russians rarely watch TV. #6 Young Russians rarely watch TV. IfIf you think it is tricky to target youth in the UK – it’s even harder in Russia. you think it is tricky to target youth in the UK – it’s even harder in Russia. Local terrestrial schedules there are heavily dominated by government Local terrestrial schedules there are heavily dominated by government propaganda, TV remains analogue and is widely pitched at an older, propaganda, TV remains analogue and is widely pitched at an older, mainstream audience. This means that to not have a TV is now a hip mainstream audience. This means that to not have a TV is now a hip lifestyle choice, and young Russians (especially the affluent and educated lifestyle choice, and young Russians (especially the affluent and educated urban audience) tend to say goodbye to their TV sets willingly. Besides, urban audience) tend to say goodbye to their TV sets willingly. Besides, with piracy being far more prevalent and monetized than itit is in the West, with piracy being far more prevalent and monetized than is in the West, the most popular TV shows and films are easily accessed online. the most popular TV shows and films are easily accessed online.
  • 4. #7 Fair trade? Never even heard of it! #7 Fair trade? Never even heard of it! Russia is also unusual in having had an imperial, but no obvious colonial Russia is also unusual in having had an imperial, but no obvious colonial past. So the whole concept of Fair Trade and concerns or ‘liberal guilt’ past. So the whole concept of Fair Trade and concerns or ‘liberal guilt’ about conditions in the developing world are often quite muted. This means about conditions in the developing world are often quite muted. This means that ethical or environmental claims tend to be missed or even that ethical or environmental claims tend to be missed or even misunderstood by many consumers. misunderstood by many consumers. #8 Russians buy in different ways. #8 Russians buy in different ways. ItIt would be easy to assume that living in a G8 country with a fairly high GDP would be easy to assume that living in a G8 country with a fairly high GDP per capita income would mean that people had bank accounts and be used per capita income would mean that people had bank accounts and be used to online payments, but... as always Russia has its own way. The financially to online payments, but... as always Russia has its own way. The financially unstable 1990s and a number of bank collapses long undermined people's unstable 1990s and a number of bank collapses long undermined people's trust in financial institutions. Even in 2012 Russia remains a cash or digital trust in financial institutions. Even in 2012 Russia remains a cash or digital cash economy on a day-to-day basis. cash economy on a day-to-day basis. People can pay cash for anything - - including property and luxury cars. People can pay cash for anything including property and luxury cars. Online transactions are still more of an exception rather than a rule. Online Online transactions are still more of an exception rather than a rule. Online shops will deliver products by courier, who collect the cash from customers. shops will deliver products by courier, who collect the cash from customers. #9 Money on the other hand is more mobile. #9 Money on the other hand is more mobile. The underdeveloped banking system also means that mobile payments (by The underdeveloped banking system also means that mobile payments (by texting and using stored value cards) are more common and more texting and using stored value cards) are more common and more sophisticated than they are in many Western markets. sophisticated than they are in many Western markets. Strong WiMax networks and free WiFi in most places also mean that the Strong WiMax networks and free WiFi in most places also mean that the mobile Internet and mobile marketing are more advanced. mobile Internet and mobile marketing are more advanced.
  • 5. #10 Not the easiest consumer to study. #10 Not the easiest consumer to study. Russians - - culturally - were never asked for their opinion. Russia is still not Russians culturally - were never asked for their opinion. Russia is still not a market where consumers will easily ‘play the game’ and speak effortlessly a market where consumers will easily ‘play the game’ and speak effortlessly about their feelings about products or brands, setting aside the rational about their feelings about products or brands, setting aside the rational answers that can sometimes frustrate research buyers. answers that can sometimes frustrate research buyers. For this reason, marketers need to be mindful of how they approach For this reason, marketers need to be mindful of how they approach research, whom they target and what the best format for exploring a brand research, whom they target and what the best format for exploring a brand or campaign idea is. That’s where we come in. or campaign idea is. That’s where we come in. A few words about us. A few words about us. Thinktank is an international qualitative research Thinktank is an international qualitative research consultancy based in London. We pride ourselves on consultancy based in London. We pride ourselves on marketing thinking inspired by real people and have marketing thinking inspired by real people and have extensive knowledge of emerging markets (among extensive knowledge of emerging markets (among them, Russia!). them, Russia!). If you’d like to find out more about how we help our If you’d like to find out more about how we help our clients in international markets, contact clients in international markets, contact konstantin@thinktank.uk.com or find us at: konstantin@thinktank.uk.com or find us at: http://www.thinktank.uk.com/ http://www.thinktank.uk.com/ http://www.thinktank-international.blogspot.co.uk/ http://www.thinktank-international.blogspot.co.uk/ https://twitter.com/thinktank_int https://twitter.com/thinktank_int