среда, 23 февраля 2011 г.

The observed similarities and the differences


Russian brands denominated by the respondents evinced when common traits along with detectable divisions consistently itemized below.
People appreciate and attend to the efforts that company expends on marketing and communications: starting from formation of their individual brand perception and following with willingness to recommend it or define as strong enough for going international. Contextually, respondents highly evaluate investment expenditures into technology development and internal forces of further upgrowth as in case with companies from telecommunication industries.
Ex: MTC, Beeline, Yota
Respondents readily confide public catering or “esculent” brands to act as countries’ ambassador at the international level; intent to promote indicative Russian peculiarities, cultural background or traditions (as pancakes or cartoons, stories) is well discernible.
Ex: Prostokvashino, Teremok, Zhuravly
Notwithstanding, brands recalled unwittingly during interviews pertain to the Interbrand Rating[1] listed best selling native trade marks.
Ex: Baltika, Beeline, MTC, Prostokvashino
            Still, some brands names could be appraised as distinctive within the bounds of industries at least as Black Star Inc., the brand of the producer center.
            Representatives mentioning a particular brand are driven by disparate factors: some have regard to product characteristics such as quality or individual taste preferences (Ex: Zhuravly) whereas others push off their brand intussusception and inherent evaluation of firms marketing activities (Ex: Beeline). Same while some tend to propose unique product afortime obscure to the world (Ex: Teremok) and others line up a priori suitable for western patterns brands (Ex: Yota, Black Star Inc.).


[1] Interbrand.com

The strategy for Black Star Inc.



All the brands denominated by the respondents can be grouped into different categories as it is presented above except for one response which distinctiveness particularly captured our attention. Therefore we’d like to suppose a marketing strategy for famous Russian music production center also known as Black Star Inc. Our choice was driven not only by the exceptionality of the brand but also by the sufficiency of the resources in a form of finance, brand value and recognition, and expertise already possessed by the company which makes it attainable for a brand to become international and even worldwide known.
The founder and the irreplaceable encourager of the company – Timati has already done a lot on the way to international Olympia but mostly as a solo singer. Here we propose to go further and to introduce the production center under the same brand to the U.S. market. This synergy, we suppose, will have positive influence on both – the center and the career of the singer since this model is widely accepted in America and has already proved its efficiency (Best Club Records by Timbaland, Aftermath Records by P.Diddy, Universal Music Group by Will I Am and etc.)
Timati has already developed several successful projects in collaboration with American leaders of music industry. Among them are Snoop Dogg, Busta Rhymes, Mario Winan and P.Diddy – all are the indisputable leaders of the global music industry. Therefore we propose a joint venture as an entry mode since Timati has already secured the backing from the respected and worldwide known singers who are also successful businessmen and music producers.   
Since the “Black star project” from the very beginning followed suite of American market we do not offer any adaptation of the value proposition. The business model of music production centers owned by the respected hip-hop artists is a typical American model for such music genre. Moreover, the music genre itself started its ascension from the United States and therefore we expect the format and the business model to be fully organic to American environment. 
Finally we’d like to stress the benefits acquired by the partners of such collaboration. From our point of view overheated American market will get an access to “fresh” Russian talents since the industry has changed a lot and Russian now can be considered not only as a source of oil and gas. Secondly, it will help both partners to cut cost on artists’ promotion through simultaneous promotion of the artists in both markets since American commercial music is much demanded here making Russian market profitable for foreign music products.
Accordingly, we propose a joint venture as an entry mode for the Russian music production center under the Black Star Inc. brand to the U.S. market. Since the U.S. music market is well-developed and American culture has significant influence in the world we more than sure that after successful penetration to the American market, Black Star Inc. has very high chances to expand its activities globally.  

# 1 Russian brand is...

J: First question I would like to ask is which Russian Brand is the best for the world?

AA: I would recommend Teremok.

J: Why?

AA: First of all it is Russian tradition that would be nice to introduce all over the world. Second reason is the fact, that they have strong positions on the Russian market. Their business model allows them to expand further using franchising system. And finally, their pancakes are the tastiest ones, so I am convinced, that people will like them.


J: First question I would like to ask is which Russian Brand is the best for the world?

V: It is difficult to say. My opinion is divided between alcohol products such as Russian Standard Vodka and Baltika Beer. But from my patriotic feelings I would like to promote the Russian car manufacturer Lada. Nevertheless, nowadays I consider it to be impossible for Lada to internationalize. With Alcoholic production it would be much easier for them to go global.

J: Now you choose one brand and explain me why you think this brand is the best for the world.

V: Let it be Baltika brewery. First of all beer is drunk all over the world. Secondly, this beer is rather cheep. I wouldn't say that this beer is extremely tasty, but it is worth the money paid for it. Moreover the Baltika brewery has a long history and is well established in Russia.


# 1 Russian brand is...


# 1 Russian brand is...


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# 1 Russian brand is...

Int.: What Russian brand, do you think, can be successful at the international level?
A: I think this brand is “Zuravly”. Vodka “Zuravly”.
Int.: And why?
A: Firstly, it is not that much vodka produced abroad and, moreover, they cannot produce vodka abroad. And specifically Russian vodka which is valued abroad and its taste can win recognition.    
Int.: Now we are talking about vodka as a product, but why exactly this brand?
A: The fact is that I tried it for the first time at the higher forms at school and I liked it.
Int.: This brand specifically?
A: Yes, this brand “Zuravly”. And I think the word Zuravly sounds good in English. The sounding of Apple, Microsoft and Zuravly looks similar. From the point of view of psychology this brand can win recognition from the public. 


# 1 Russian brand is...

Int.: Hi Nastia, how do you think which Russian brand can be successful at the international level?
N: Interesting question. I think “Prostokvashino”.
Int.: And can you explain why?
N: Well, “Prostokvashino” has strong associations with Russia because this word reminds about Russian nature since all we have reminiscences from childhood about the eponymous cartoon. So I think if we export the product under this brand, children and families will watch this cartoon and gain the desire to purchase products under the like-named brand. I’m sure if we export “Prostokvashino”, everybody will buy it!   


# 1 Russian brand is...


# 1 Russian brand is...


# 1 Russian brand is...