How to create a successful brand in the Russian frozen food market?

Date: December 1, 2006
Pages: 174
Price:
US$ 1,980.00
Publisher: Proriv Company
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Report type: Strategic Report
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ID: H14B9C8B8FFEN
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How to create a successful brand in the Russian frozen food market?
How to create a successful brand in the Russian frozen food market? An analytical research on the basis of analysis of experience of key Russian enterprises in branding and of perception of their trade marks by consumers

Methods of the research

1. Depth interviews with representatives of frozen food manufacturers, owners of brands, which became popular in the Russian frozen food market. Interviews with executives of more than 50 largest companies were conducted.

2. Analysis of information regarding brands in the Russian frozen food market, which has been published in the Internet and mass media.

3. Qualitative research. Depth interviews with frozen food consumers. Sampling – 50 respondents. The goals of the interviews were the following:

- display features of consumption of different kinds of frozen food;

- determine features of perception of the most popular trademarks in the frozen food market;

- reveal motives of choice of frozen food trademarks and segmentation of consumers (at the next stage of the research) on this basis).

4. Quantitative research. Standardized interviews with frozen food consumers (representational sampling in Moscow, 1000 respondents). We pursued the following objects in this work:

- find perception maps of the most popular frozen food trademarks in the Moscow market. Perception maps for 16 most popular trademarks in Moscow were drawn up;

- evaluate proportion of buyers segments, which were found on the basis of the main choice motive;

- carry out estimation and analysis of supplementary motives, which influence choice of a frozen food trademark;

- determine socio-demographic profile of the largest segments of consumers, which have been found on the basis of the main choice motive.



Abstract

- Thinking about how to make a new successful item?

– Trying to come across a brand idea which would support your enterprise?

– Looking for new flavors, shapes, names and images which would attract consumers?

– Do you want to evaluate a trademark potential of the brands you are going to buy?

Get to know!!!

1. What kind of ideas, strategies and methods has made the leaders of the Russian frozen food market successful?

The key manufacturers of frozen food shared their secrets in exclusive interviews for «Proriv” and told about marketing and branding strategies which they use. Interviews with representatives of top 50 Russian companies were conducted.

2. Mistakes they have made and consequences.

3. Perception of consumers of 16 key brands in the Moscow frozen food market. Their understanding of ideas which manufacturers put in the trademarks and whether these ideas are important for consumers.

“Proriv” conducted representative polling of frozen food consumers in Moscow, with total sampling 1000 respondents. On its results perception maps of 16 frozen food trademarks which are most popular in the Moscow market in segments ravioli, rissoles and filled pancakes were drawn up.

4. Opening of market opportunities by deeper analysis of consumers’ motivation and expectations.

A unique technique of segmentation of frozen food consumers according to their motivation which is used by “Proriv” exclusively enables to identify strategies of brand positioning which really work.

5. Weak points of existing trademarks owned by the market leaders.

6. Trademark potential of top Russian brands and the real basis of this potential.

Answers to dozens of questions which are most important for your company you can find in the new outstanding research of ""Proryv"".

The research has been carried out with the purpose of analysis, generalization and classification of experience of Russian enterprises in the area of frozen food branding. As a result, a marketing and branding strategies matrix has been worked up. It is used or can be used by Russian frozen food 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 frozen food consumers.

Mistakes which have been already made by Russian companies in brand creation and development and causes of their progress and success – this is exactly the material, which can assist you to the utmost by creation of an effective strategy for your enterprise. So this material is the subject of the present report.

The report presents consumers perception maps of 16 most popular Russian frozen food trademarks in segments of ravioli, rissoles and filled pancakes. The causes of success and failure of these brands and their future trends and potential are analyzed in detail. On the basis of the analysis carried out new market opportunities for the existing trademarks are described, as well as opportunities for creation of new trademarks which will be oriented towards non-satisfied consumers’ expectations.

The description of the research results opens with examination of the Russian frozen food market tendencies. Information about market capacity and rate of growth is given. Analysis of tendencies of the market development is carried out.

The structure of the frozen food market is considered by product types. Further segments of ravioli, rissoles, filled pancakes, quick-frozen vegetables, fruit, berries and mushrooms, as well as the segment of frozen seafood are considered in detail.

By examination of each of segments tendencies of its development are described as well as competitive environment and market shares of the largest manufacturers in the Russian market entirely and in largest cities like Moscow and St.-Petersburg, consumers` preferences, consumption rate, preferred packing, the most well-known trademarks in the segment and structure of the segment by sale channels.

Comprehensive profiles of the most well-known frozen food manufacturers in the Russian market are represented.

Further detailed consideration and classification of the marketing and branding strategies, which are used by Russian ice cream manufacturers today, follow. Strategies are shown on examples of existing trade trademarks, frozen food brands.

In a separate section potentially effective strategies which are not used at present. These strategies are based on the market opportunities which were found in the research.

Then segmentation of frozen food consumers according to their motive of trademark choice is given and typical marketing strategies aimed at satisfaction of needs of each group are considered.

Development strategies of the most well-known Russian trademarks are considered from the point of view of buyers` expectations. The buyers have been divided into segments according to their motivation. As arguments are used citations from depth interviews with representatives of enterprises – authors of trademarks as well as perception maps of trademarks (obtained from the polling).

Further consumers` perception of 16 most well-known Russian trademarks of frozen food is considered in detail.

According to the above-mentioned material analytical conclusions are made about reasons for success of the most popular frozen food brands.

Finally ratings of reputation, consumption and appeal ratio for the considered frozen food trademarks are given (the indicator has not been used previously; it was formulated by the experts of “Proryv” company.
Introduction

Part 1. Tendencies in the Russian frozen food market development

1. History of frozen food products

2. Economic circumstances in foodstuff markets

3. Dynamics of foodstuff consumption in relation with income level increase

4. Features of development of the frozen food market

5. Rate of growth and character of development of the Russian frozen food market

6. Major tendencies of development of the Russian frozen food market

Import

7. Structure of the frozen food market

8. Capacity of the frozen food market

9. Structure of the ravioli and rissoles market

10. Segment of ravioli

а. tendencies of development of the ravioli segment

b. competitive environment in the ravioli market

c. competitive environment in the ravioli market of St.-Petersburg

d. consumers preferences

Frequency of purchase of ravioli

preferred types of ravioli packing

e. the most well-known ravioli trademarks

f. structure of the ravioli segment by sale channels

11. Segment of rissoles

Shares of main rissole manufacturers in the market of St.-Petersburg

12. Segment of filled pancakes

Shares of main manufacturers in the filled pancakes market of Moscow

Shares of main manufacturers in the filled pancakes market of St.-Petersburg

Shares of main manufacturers in the filled pancakes market of 11 cities with over-million population cities

Comparison of market shares of main manufacturers in the filled pancakes market of Moscow, St.-Petersburg, in 11 cities with over-million population and in 13 cities with over-million population

13. Segment of quick-frozen vegetables, mushrooms and berries

а. rate of growth of the Russian quick-frozen vegetables, mushrooms and berries market

b. structure of the segment of quick-frozen vegetables, mushrooms and berries

c. features of demand on quick-frozen vegetables, mushrooms and berries in the Russian market

d. competitive environment in the market of quick-frozen vegetables, mushrooms and berries

14. Segment of frozen seafoods

Part 2. Marketing strategies of frozen food manufacturers in the Russian market

1. «Who comes the second, is the last one» (bend every effort to a loose market segment)

2. Attract attention of consumers by a broad assortment of production and «original», non-standard goods

3. Developed distribution can bring fame and gain buyer’s confidence to the brand

4. Differentiation by item

а. more meat in ravioli

b. new items, no analogues in the market

c. prompt response to consumers` expectations

d. ravioli with fresh meat only

e. making goods which fill niches

5. Differentiation by price (a lower price at the same quality)

Part 3. Effective branding strategies in the Russian frozen food market

1. Branding strategies in the ravioli segment

а. Strategies in the brand development which are directed to consumers, who prefer «naturalness, more «meat» taste

b. Strategies in the brand development which are directed to «conservative» consumers

c. Strategies in the brand development which are directed to «suspicious» consumers

d. Strategies in the brand development which are directed to «rational» consumers

e. Strategies in the brand development which are directed to consumers who «like «home-cooked» taste»

f. Strategies in the brand development which are directed to «experimenting» consumers

g. Strategies in the brand development which are directed to «nostalgic» consumers

2. Branding strategies in the rissoles segment

а. Strategies in the brand development which are directed to «conservative» consumers

b. Strategies in the brand development which are directed to consumers, who prefer «naturalness, more «meat» taste

c. Strategies in the brand development which are directed to «suspicious» consumers

d. Strategies in the brand development which are directed to «rational» consumers

e. Strategies in the brand development which are directed to consumers who «like «home-cooked» taste»

f. Strategies in the brand development which are directed to «experimenting» consumers

3. Branding strategies in the filled pancakes segment

а. Strategies in the brand development which are directed to «conservative» consumers

b. Strategies in the brand development which are directed to consumers, who choose pancakes with more «natural» filling

c. Attitude of consumers, who wish to have «more filling» in pancakes

d. Attitude of consumers, who wish to buy pancakes with a broad filling assortment

e. Attitude of consumers, who wish to buy pancakes with «original», uncommon filling

Supplement 1. «Profiles» of leaders of the Russian frozen food market

Daria

Talosto

Mirital

Russki Hit

Sibirski Gourmand (Gourmand from Siberia)

MLM

Produkti pitaniya (Foodstuff)

Morozko

Liodovo

Hortex

Group of companies Bit (the trademark 4 Seasons)

HORTINO

Aviko

Company Liodovo

Company Elicom

Tomskaya Prodovolstvennaya Kompania (Tomsk city foodstuff company) (the trademark Zhivitsa (Galipot))

Supplement 2. Knowledge which consumers possess about the most popular frozen food trademarks and consumption of the most popular frozen food trademarks in the Russian market

List of charts

Chart 1. Major national measures in the year 2005

Chart 2. Real available cash income of the population of Russia in 2003-2006

Chart 3. Dependence of foodstuff markets development on income level of the population

Chart 4. Frozen food consumption in European countries and in Russia in 2004

Chart 5. Rate of growth of the frozen food market in the period from 2000 to 2006

Chart 6. Structure of the Russian frozen food market by volume

Chart 7. Number of consumers of main kinds of frozen meat

Chart 8. Structure of the Russian ravioli and frozen meat food market by value

Chart 9. Rate of growth of the ravioli segment in correlation with rate of growth of the whole frozen food sector in the period from 2004 to 2006

Chart 10. Market shares of the largest ravioli manufacturers by volume

Chart 11. Market shares of the largest ravioli manufacturers in St.-Petersburg by value

Chart 12. Consumption of ravioli

Chart 13. Preferred types of ravioli packing

Chart 14. Market structure by sale channels, by value

Chart 15. Consumption of different kinds of frozen food by citizens of cities with over-million population

Chart 16. Market shares of frozen meat semi-products manufacturers

Chart 17. Market shares of frozen meat semi-products manufacturers in St.-Petersburg, by value

Chart 18. Market shares of filled pancakes manufacturers

Chart 19. Market shares of filled pancakes manufacturers in Moscow, by value

Chart 20. Market shares of filled pancakes manufacturers in St.-Petersburg, by value

Chart 21. Market shares of filled pancakes manufacturers in 11 cities with over-million population, by value

Chart 22. Comparison of market shares of filled pancakes manufacturers in Moscow, St.-Petersburg, 11 cities with over-million population, 13 cities with over-million population, by value

Chart 23. Dynamics of the Russian market of quick-frozen vegetables, fruit, berries and mushrooms in 2004-2006, by volume

Chart 24. Structure of the Russian market of quick-frozen vegetables, fruit, berries and mushrooms in the year 2005, by volume

Chart 25. Consumption of different kinds of quick-frozen vegetables, fruit, berries and mushrooms by citizens of 6 largest Russian cities, by value

Chart 26. Popularity of frozen food by kinds in Russia, in % from the number of respondents

Chart 27. Market shares of manufacturers of quick-frozen vegetables, in %

Chart 28. Motives of choice of ravioli trademarks by consumers, who value naturalness, «meat» taste.

Chart 29. Socio-demographic profile of consumers, who value naturalness, «meat» taste in ravioli.

Chart 30. Estimation by consumers of naturalness, «meat» taste value in the most popular ravioli trademarks.

Chart 31. Perception map of the trademark Ot Palycha (Made by Palych).

Chart 32. Perception map of the trademark Lozhkaryov.

Chart 33. Motives of choice of ravioli trademarks by consumers– «conservatives».

Chart 34. Socio-demographic profile of ravioli consumers – «conservatives».

Chart 35. Estimation by consumers of customary value in the most popular ravioli trademarks.

Chart 36. Perception map of the trademark Ostankinskiye.

Chart 37. Perception map of the trademark Stolichniye and Sibirskiye, made by the company Shelf.

Chart 38. Motives of choice of ravioli trademarks by «suspicious» consumers.

Chart 39. Socio-demographic profile of «suspicious» ravioli consumers.

Chart 40. Estimation by consumers of reliability value in the most popular ravioli trademarks.

Chart 41. Perception map of the trademark 3 porosyonka (3 piglets).

Chart 42. Perception map of the trademark Mirital.

Chart 43. Estimation by consumers of rationality value in the most popular ravioli trademarks.

Chart 44. Perception map of the trademark Ot Ilyinoj (Made by Ilyina).

Chart 45. Perception map of the trademark Russky Hit (Russian Hit).

Chart 46. Estimation by consumers of «home-cooked taste» value in the most popular ravioli trademarks.

Chart 47. Estimation by consumers of novelty value and variety of tastes in the most popular ravioli trademarks.

Chart 48. Perception map of the trademark Daria.

Chart 49. Perception map of the trademark Sam Samych.

Chart 50. Estimation by consumers of «nostalgic» value in the most popular ravioli trademarks.

Chart 51. Motives of choice of rissoles trademarks by consumers– «conservatives».

Chart 52. Socio-demographic profile of consumers – «conservatives» (rissoles).

Chart 53. Estimation by consumers of customary value in the most popular rissoles trademarks.

Chart 54. Perception map of the trademark MLM.

Chart 55. Motives of choice of rissoles trademarks by consumers who value naturalness, «meat» taste.

Chart 56. Socio-demographic profile of consumers, who value naturalness, «meat» taste (rissoles).

Chart 57. Estimation by consumers of customary value in the most popular rissoles trademarks.

Chart 58. Motives of choice of rissoles trademarks by «suspicious» consumers.

Chart 59. Socio-demographic profile of «suspicious» consumers (rissoles).

Chart 60. Estimation by consumers of reliability value, value of being time-proved in the most popular rissoles trademarks.

Chart 61. Perception map of the trademark Daria.

Chart 62. Estimation by consumers of rationality value in the most popular rissoles trademarks.

Chart 63. Perception map of the trademark Russky Hit (Russian Hit).

Chart 64. Estimation by consumers of «home-cooked taste» value in the most popular rissoles trademarks.

Chart 65. Estimation by consumers of value of variety of tastes in the most popular rissoles trademarks.

Chart 66. Perception map of the trademark Bogatyrskiye (Epic Hero`).

Chart 67. Motives of choice of filled pancakes by consumers – «conservatives».

Chart 68. Socio-demographic profile of consumers – «conservatives» (filled pancakes).

Chart 69. Estimation by consumers of customary value in the most popular trademarks of filled pancakes.

Chart 70. Perception map of the trademark Morozko.

Chart 71. Perception map of the trademark Ostankinskiye.

Chart 72. Motives of choice of filled pancakes by consumers, who value naturalness of filling.

Chart 73. Socio-demographic profile of consumers, who value naturalness of filling (filled pancakes).

Chart 74. Estimation by consumers of value of filling naturalness in the most popular trademarks of filled pancakes.

Chart 75. Perception map of the trademark Masteritsa (Good Hand).

Chart 76. Perception map of the trademark Daria.

Chart 77. Estimation by consumers of value of «more filling» in the most popular trademarks of filled pancakes.

Chart 78. Perception map of the trademark Produkt ot Ilyinoj (Product made by Ilyina).

Chart 79. Estimation by consumers of value of variety of fillings in the most popular trademarks of filled pancakes.

Chart 80. Estimation by consumers of value of filling originality in the most popular trademarks of filled pancakes.

Chart 81. Sales volume of frozen food by the company Talosto

Chart 82. Pattern of sales of frozen food by the company Talosto, in groups

Chart 83. Structure of the production plant of the company Katchestvennye produkti (Quality products), by kinds of products

Chart 84. Turnover structure of the group of companies Bonduelle by types of trademarks, in 2003-2004.

Chart 85. Turnover structure of the group of companies Bonduelle by distribution channels, 2003-2004.

List of tables

Table 1. Knowledge of main Russian ravioli trademarks «without prompting»

Table 2. Segmentation of ravioli consumers by the major motivation.

Table 3. Description of the segment of ravioli consumers, who value naturalness, «meat» taste.

Table 4. Description of the segment of «conservative» consumers (ravioli).

Table 5. Description of the segment of «suspicious» consumers (ravioli).

Table 6. Description of the segment of «rational» consumers (ravioli).

Table 7. Description of the segment of consumers, «who like «home-cooked taste» (ravioli).

Table 8. Description of the segment of «experimenting» consumers (ravioli).

Table 9. Description of the segment of consumers – «nostalgics» (ravioli).

Table 10. Segmentation of consumers of rissoles by the major motivation.

Table 11. Description of the segment of «conservative» consumers (rissoles).

Table 12. Description of the segment of consumers, who value naturalness, «meat» taste (rissoles).

Table 13. Description of the segment of «suspicious» consumers (rissoles).

Table 14. Description of the segment of «rational» consumers (rissoles).

Table 15. Description of the segment of consumers – «who like «home-cooked taste» (rissoles).

Table 16. Description of the segment of «experimenting» consumers (rissoles).

Table 17. Segmentation of consumers of filled pancakes by the major motivation.

Table 18. Description of the segment of «conservative» consumers (filled pancakes).

Table 19. Description of the segment of consumers, who choose pancakes with more «natural» filling.

Table 20. Description of the segment of consumers who wish to have more filling in pancakes.

Table 21. Description of the segment of consumers who wish to buy pancakes with various filling.

Table 22. Description of the segment of consumers who wish to buy pancakes with more «original», various filling.

Table 23. History of the company Talosto

Table 24. Management in the company Talosto

Table 25. Sales volume of frozen food in the company Talosto by product categories

Table 26. Brands of the company Talosto in the frozen food market

Table 27. Popular Talosto brands in the frozen food market

Table 28. Knowledge which consumers possess about the most popular ravioli trademarks and consumption of these trademarks in Moscow.

Table 29. Knowledge which consumers possess about the most popular rissoles trademarks and consumption of these trademarks in Moscow.

Table 30. Knowledge which consumers possess about the most popular filled pancakes trademarks and consumption of these trademarks in Moscow.

Insertions

Insertion 1. When no brand is necessary

Insertion 2. Self-moulded leaders

Insertion 3. Preferences in flavors of inhabitants of different Russian regions

Insertion 4. Business is business

Insertion 5. Abramovich is tired of Daria

Insertion 6. In the ravioli semi-final

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