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How BRICs consumers behave
Euromonitor Strategy Briefings, August 2013
This Strategy Briefing offers top-line analysis of the BRICS group of emerging markets - Brazil, Russia, India, China and South Africa - comparing both their commonalities and differences.
This Strategy Briefing offers top-line analysis of the BRICS group of emerging markets - Brazil, Russia, India, China and South Africa - comparing both their commonalities and differences. It covers consumer expenditure trends, forecasts and opportunities. It also highlights the challenges these regions present to marketers, who have to be prepared to compete with established players and overcome poor transport and retail infrastructure.
Youth Mobile World! A multi-country comparative case study of mobile use among young people
Anastasia Mirzoyants and Aneta Guenova, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper describes results of a mixed-method study among youth in seven media markets that aimed to understand young people's use of mobile media.
This paper describes results of a mixed-method study among youth in seven media markets that aimed to understand young people's use of mobile media. The methodology was replicated with little to no adaptation across selected countries. The study employed a suite of research methods from a large-scale national survey to expert interviews, focus groups and ethnographic observations. Results indicated that, while the new media did not turn youth into political activists overnight, they did make them more responsive to the world around them and, in times of crisis, more politically or socially active. The authors argue that the study served as a useful background for "situating" findings from follow up digital research in selected countries.
Beauty and the BRICs
Global TGI, Dispatches 13, May 2013
This article looks at how the beauty and personal care industry has been growing in Brazil, Russia, India and China (the BRICs), with these countries becoming global trend setters.
This article looks at how the beauty and personal care industry has been growing in Brazil, Russia, India and China (the BRICs), with these countries becoming global trend setters. Brazil boasts the strongest growth of beauty and personal care in recent years, with hair care over-performing amongst older women and make-up being used more by the younger group. This is driven by the belief held by three quarters of Brazilian women that it is important to be attractive to the opposite sex. Keeping a young look is especially important to Russians and although growth in Russia's market is slower than the other BRICs, fragrance continues to recruit new buyers and make-up and cosmetics are used by almost 9 out of 10 women. India sees relatively low penetration levels indicating future growth potential. Skin whitening products are popular, while make-up and cosmetics have the highest penetration and are equally used by all age groups. Half of Indian women try to keep up with latest fashion trends and agree they are influenced by celebrities in their purchase decisions. In China, skin care is the most important segment of beauty, with skin whitening and anti-wrinkle products seeing the fastest growth. While two thirds of Chinese women believe it is important to keep young looking, only one third claims that being attractive to the opposite sex is important. China also shows a big generation gap between the under and over 35s. Suggestions for growth opportunities are included.
Brand power, premium and potential: How and why it is different and the same in CEE
Peter Walshe, ESOMAR, CEE Research Forum, Prague, March 2013
A new year and new methodologies. The latest research results are brought to life in an interactive presentation that contrasts the CEE and the rest of the world.
A new year and new methodologies. The latest research results are brought to life in an interactive presentation that contrasts the CEE and the rest of the world. This presentation includes a case study which illustrates how the strength of the Sazka brand (the market leader lottery games provider) and a high share of loyal customers helped the company survive a turbulent period and lot of negative PR. The presentation also demonstrates how, thanks to wise marketing support, Sazka regained the position of an Olympic brand as well as the unrivalled position of market leader.
Russian kids and the West: So far, so close
Anna Demianova and Julia Yuzbasheva, ESOMAR, CEE Research Forum, Prague, March 2013
This presentation shows how Russian cultural specifics (as well as its growing similarities with the West) can be successfully considered and implemented into multinational brand strategy through a case study of the Danone kids' brand Rastishka (known as Danino or Danonino in English speaking countries).
This presentation shows how Russian cultural specifics (as well as its growing similarities with the West) can be successfully considered and implemented into multinational brand strategy through a case study of the Danone kids' brand Rastishka (known as Danino or Danonino in English speaking countries). The paper presents a holistic view of Russian kids aged between 5 and 8, from both the perspective of an insider and by contextualising this culture with that of Western Europe. Russian children watch The Simpsons, listen to Justin Bieber, aspire to have 'gangsta style' and sometimes even say 'hey' instead of the (Russian) 'privet'. But the paper also argues that, while Russian kids might appear to be similar to their Western this is merely a pitfall for international brands aiming to directly export Western marketing communication to Russia. Because the differences are not obvious from the outside, the authors argue that it is more important than ever to go beyond the surface and listen to cultural specifics.
East and West Europe: Uncovering the perceptions, attitudes and behaviours of Europeans towards digital media
Fernando Alonso-Cortés Rodríguez, Research on Warc, G2 EMEA, November 2012
This paper reports on differences in attitudes and behaviours towards digital media in East and West Europe, based on a study of more than 6,000 consumers across six countries (UK, Spain, France, Germany, Romania and Russia).
This paper reports on differences in attitudes and behaviours towards digital media in East and West Europe, based on a study of more than 6,000 consumers across six countries (UK, Spain, France, Germany, Romania and Russia). It examines several key areas: internet usage (consumers in the Western markets used the internet less overall, but used it more areas than those in Eastern markets); privacy (70% of all respondents expected companies to handle their personal data responsibly); Shopping (consumers in the West found more benefits and practical value in e-commerce); perceptions of the internet (attitudes were consistently positive). The study also defined three key segments of consumer behaviour - Analog Users, Digital Migrants and Digital Lovers – to help brands adapt their approach toward digital media in different European markets.
Mint Innovations: A refreshing European and sensorial qualitative experience
Laure Boisier and Sandra Corneau, ESOMAR, Qualitative, Amsterdam, November 2012
This paper describes how Symrise, the flavour and fragrance producer, was looking for new ideas and business opportunities for its Mint business line.
This paper describes how Symrise, the flavour and fragrance producer, was looking for new ideas and business opportunities for its Mint business line. Symrise decided to launch research on Mint with three key objectives: explore consumer motivations and insights regarding Mint; understand consumer expectations in terms of taste and sensorial experience; and detect new business opportunities for Mint product development. Research showed that consumers were very happy with the Mint experience, but also that Mint could be used in combination with other flavours and sensorial experiences. The research showed strong differences between countries: Mint is strongly linked to cultural habits, and has a strong potential for offering new kinds of sensorial experiences.
The major trends in the Russian consumer market over the period 2000–2011
Larisa Filonova and Ruzanna Simonyan, Warc Trends, July 2012
This article focuses on the major trends in the Russian consumer market over the period 2000-2011 and highlights the effect they have had on people's lifestyle and habits.
This article focuses on the major trends in the Russian consumer market over the period 2000-2011 and highlights the effect they have had on people's lifestyle and habits. The trends covered include: the growth of shopping and entertainment, the desire to look attractive, consumption of healthy food and drink, growth of household appliance ownership and the adoption of digital technology. The article is based on the TNS Marketing Index Survey 2000-2011.
East versus West: brands and the cycle of sophistication
Dominic Scott-Malden, Market Leader, Quarter 3, 2012, pp. 41-43
While consumers in the Western world are increasingly cynical and reserved about brands, the rapidly growing middle classes of the developing world remain largely uncritical and enthusiastic.
While consumers in the Western world are increasingly cynical and reserved about brands, the rapidly growing middle classes of the developing world remain largely uncritical and enthusiastic. But how long will this honeymoon for brands last? Brands arguably have a light side and a dark side. When new consumers are still relatively unsophisticated, the light side dominates their perception, but as their knowledge and sophistication grows, the dark side (ie any negative aspects of the brand) gains dominance, leading to cynicism. Brands must face, and deal with, their dark side while they still have control - before it enters the public consciousness.
The 'Do Network': How Lenovo engaged millennials in India, Russia and Indonesia
Low Lai Chow, Warc Exclusive, June 2012
This paper tells the launch story of PC manufacturer Lenovo’s ‘Do Network’, an online competitive initiative to bring driven, like-minded millennials ('doers') together to form project teams and make a positive impact in their communities.
This paper tells the launch story of PC manufacturer Lenovo’s ‘Do Network’, an online competitive initiative to bring driven, like-minded millennials ('doers') together to form project teams and make a positive impact in their communities. It is an extension of Lenovo's first global brand campaign, 'For Those Who Do', and was first launched into India, Russia and Indonesia, all fast-growing markets for Lenovo. An 80:20 mix of traditional and non-traditional channels was used to market to the target audience, with country-specific creative. The social media strategy revolved around contributing and learning from content, including the sharing of motivational content to attract new contestants. After this first launch cycle, the Do Network's 100,000+ registered users rated Lenovo as their top PC choice for functional attributes, and second only to Apple for aesthetics. Social media buzz was strong and brand consideration rose strongly. The paper concludes with a series of takeaway points for using social media to reach millennials.
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