Аnalytical reference «Segmentation of the consumers based on the motives of choice of the ice cream trademark»
Methods of the research
1. Depth interviews with representatives of large and medium Russian companies producing ice cream, owners of brands, which became popular in the Russian ice cream market. Interviews with representatives of more than 50 companies were conducted.
2. Analysis of information relating the Russian ice cream market, which has been published in the Internet and mass media.
Abstract
This research represents a wealth of experience in the field of creation and development of own brands by the largest Russian companies: Inmarko, Talosto, Iceberry, AlterWEST, Belgorodsky cold-store combine, Lipetsky cold-store combine and many others.
Marketing strategies of the largest Russian companies are analyzed and classified by a special technique, what ensures revelation of effective marketing strategies, which are not used at present time.
As a result of the research, a marketing and branding strategies matrix has been worked up. It is used or can be used by Russian ice cream manufacturers. Thus, after having analyzed this research, every enterprise can choose proper marketing or branding strategies, taking into account its own development features and resources as well as expectations of ice cream consumers.
Mistakes which have been already made by the Russian ice cream vendors in developing brands, as well as the reasons of their success and achievements are the material which will be the most effective way to help you in creating the effective strategy for your enterprise. This kind of material is offered in the present report.
Further prevalent peculiarities of branding in the Russian market are stated. Among them such specific things are worse to be mentioned as «don’t care about tomorrow», «operations in the market result from the top managers` views or prejudices but aren’t based on dry facts in the market», «intuitive branding». Each of them is well founded and proved; the appropriate extracts from depth interview with representatives of enterprises are given.
And the prevalent prejudices in branding become the subject of investigation.
Then detailed consideration and classification of the marketing and branding strategies, which are used by Russian ice cream manufacturers today, follow. Strategies are shown on real examples – existing goods, ice cream marks. Strategies of development of such well-known brands as Slitki, La Femme (Talosto), J-7, Luxus, Prostokvashino (AlterWEST), Volshebnaya Lakomka (Iceberry) are considered in detail.
The cross-branding strategy, which is often used nowadays is also considered in detail (use of well-known and popular other’s brands for launching own products, for example, the mark J-7 and Prostokvashino, company AlterWest).
We also focus attention at strategies of creation and development of regional brands. Regional brands mean the brands, which are oriented not to the national level but to individual regions, and specific features of ice cream consumption in these regions are taken into consideration. Several variants of regional strategy of branding are presented, which can be used in many typical Russian province centers.
1. Depth interviews with representatives of large and medium Russian companies producing ice cream, owners of brands, which became popular in the Russian ice cream market. Interviews with representatives of more than 50 companies were conducted.
2. Analysis of information relating the Russian ice cream market, which has been published in the Internet and mass media.
Abstract
This research represents a wealth of experience in the field of creation and development of own brands by the largest Russian companies: Inmarko, Talosto, Iceberry, AlterWEST, Belgorodsky cold-store combine, Lipetsky cold-store combine and many others.
Marketing strategies of the largest Russian companies are analyzed and classified by a special technique, what ensures revelation of effective marketing strategies, which are not used at present time.
As a result of the research, a marketing and branding strategies matrix has been worked up. It is used or can be used by Russian ice cream manufacturers. Thus, after having analyzed this research, every enterprise can choose proper marketing or branding strategies, taking into account its own development features and resources as well as expectations of ice cream consumers.
Mistakes which have been already made by the Russian ice cream vendors in developing brands, as well as the reasons of their success and achievements are the material which will be the most effective way to help you in creating the effective strategy for your enterprise. This kind of material is offered in the present report.
Further prevalent peculiarities of branding in the Russian market are stated. Among them such specific things are worse to be mentioned as «don’t care about tomorrow», «operations in the market result from the top managers` views or prejudices but aren’t based on dry facts in the market», «intuitive branding». Each of them is well founded and proved; the appropriate extracts from depth interview with representatives of enterprises are given.
And the prevalent prejudices in branding become the subject of investigation.
Then detailed consideration and classification of the marketing and branding strategies, which are used by Russian ice cream manufacturers today, follow. Strategies are shown on real examples – existing goods, ice cream marks. Strategies of development of such well-known brands as Slitki, La Femme (Talosto), J-7, Luxus, Prostokvashino (AlterWEST), Volshebnaya Lakomka (Iceberry) are considered in detail.
The cross-branding strategy, which is often used nowadays is also considered in detail (use of well-known and popular other’s brands for launching own products, for example, the mark J-7 and Prostokvashino, company AlterWest).
We also focus attention at strategies of creation and development of regional brands. Regional brands mean the brands, which are oriented not to the national level but to individual regions, and specific features of ice cream consumption in these regions are taken into consideration. Several variants of regional strategy of branding are presented, which can be used in many typical Russian province centers.
Introduction
Methodology
I. Description of behavior of customers – «experimenters» and «eccentrics»
II. Description of behavior of customers – «conservatives».
III. Description of behavior of customers – «nostalgics»
IV. Description of behavior of customers – «who are guided by prestigious, elite marks»
V. Description of behavior of customers – «rationalists».
VI. Description of behavior of customers, «who buy ice cream for their children».
VII. Potentialities in the segment of buyers, who buy ice cream, which is most convenient.
VIII. Segment of buyers, who choose ice cream by single taste characteristics, which they like.
List of charts
Chart 1. Estimation by consumers of novelty value in the most popular ice cream marks (average in the 5-point scale).
Chart 2. Estimation by consumers of eccentricity and uncommonness value in the most popular ice cream marks (average in the 5-point scale).
Chart 3. Estimation by consumers of customary and reliability value in the most popular ice cream marks (average in the 5-point scale).
Chart 4. Estimation by consumers of significance of value of «nostalgic» in the most popular ice cream marks (average in the 5-point scale).
Chart 5. Estimation by consumers of significance of value of «elite, prestigious » in the most popular ice cream marks (average in the 5-point scale).
Chart 6. Estimation by consumers of value of «considerable price» in the most popular ice cream marks (average in the 5-point scale).
Chart 7. Estimation by consumers of the most popular ice cream marks by the characteristic «my child likes it» (average in the 5-point scale).
Chart 8. Estimation by consumers of the most popular ice cream marks by the characteristic «convenient» (average in the 5-point scale).
List of tables
Table 1. Dividing of ice cream consumers into segments by their major motivation
Table 2. Description of the segment of «experimenting» and «eccentric» consumers
Table 3. Description of the segment of «conservative» consumers
Table 4. Description of the segment of «nostalgic» consumers
Table 5. Description of the segment of consumers «who buys the best, the most expensive ice cream».
Table 6. Description of the segment of «rational» consumers
Table 7. Description of the segment of consumers «who buy ice cream for their children»
Table 8. Description of the segment of consumers «who buys convenient ice cream»
Methodology
I. Description of behavior of customers – «experimenters» and «eccentrics»
II. Description of behavior of customers – «conservatives».
III. Description of behavior of customers – «nostalgics»
IV. Description of behavior of customers – «who are guided by prestigious, elite marks»
V. Description of behavior of customers – «rationalists».
VI. Description of behavior of customers, «who buy ice cream for their children».
VII. Potentialities in the segment of buyers, who buy ice cream, which is most convenient.
VIII. Segment of buyers, who choose ice cream by single taste characteristics, which they like.
List of charts
Chart 1. Estimation by consumers of novelty value in the most popular ice cream marks (average in the 5-point scale).
Chart 2. Estimation by consumers of eccentricity and uncommonness value in the most popular ice cream marks (average in the 5-point scale).
Chart 3. Estimation by consumers of customary and reliability value in the most popular ice cream marks (average in the 5-point scale).
Chart 4. Estimation by consumers of significance of value of «nostalgic» in the most popular ice cream marks (average in the 5-point scale).
Chart 5. Estimation by consumers of significance of value of «elite, prestigious » in the most popular ice cream marks (average in the 5-point scale).
Chart 6. Estimation by consumers of value of «considerable price» in the most popular ice cream marks (average in the 5-point scale).
Chart 7. Estimation by consumers of the most popular ice cream marks by the characteristic «my child likes it» (average in the 5-point scale).
Chart 8. Estimation by consumers of the most popular ice cream marks by the characteristic «convenient» (average in the 5-point scale).
List of tables
Table 1. Dividing of ice cream consumers into segments by their major motivation
Table 2. Description of the segment of «experimenting» and «eccentric» consumers
Table 3. Description of the segment of «conservative» consumers
Table 4. Description of the segment of «nostalgic» consumers
Table 5. Description of the segment of consumers «who buys the best, the most expensive ice cream».
Table 6. Description of the segment of «rational» consumers
Table 7. Description of the segment of consumers «who buy ice cream for their children»
Table 8. Description of the segment of consumers «who buys convenient ice cream»
