Russia: 'Pyrmaid' on the kitchen table

Kyrill Petrin and Ekaterina Vladimirova

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 in the world and it has managed to reach its top position due to the corporate principle 'think globally and act locally'. It means that Nestle strongly believes that the food industry in each particular country and international brand should offer the product's qualities adopted to the taste and habits of local consumers. That is why Nestle is so dedicated to...

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