Russia: 'Pyrmaid' on the kitchen table

This paper describes the use of ethnographic research as a first step towards needs-based segmentation in the diverse environment of Russia.

Russia: 'Pyramid' on the kitchen table

How an ethnographic study of culinary habits helped develop a unified marketing approach

Ekaterina Vladimirova Nestle Food LLC andKyrill Petrin A/R/M/I-Marketing

INTRODUCTION

Nestle is the biggest food producing company...