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Hello everybody! Hope you're doing well:) Today let me introduce the Market analysis: Carrots in Russia
1) Demographics
In Russia
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Hello everybody! Hope you're doing well:) Today let me introduce the Market analysis: Carrots in Russia
1) Demographics
In Russia
Population approx. 143
mln: more males at birth, more women above 40
Approx. 30 mln – kids
and teenagers
74% of overall
population lives in urban areas
Birth rates have
been growing since 2000
2) Needs. Today's urban
consumers' needs can be described in two words: "FASTER! HEALTHIER!"
3) Defining market
growth rates:
a. Extrapolating
historical data (good for the start, does not predict important turning points)
b. Studying
the growth drivers:
i. Demographic
information (see above)
ii. Sales
growth in complementary products
c. Product
diffusion curve (constructed through studying the characteristics of the
adoption rate of a similar product in the past)
Final outcome of this
evolutionary process: maturity and decline of the product life cycle.
Indicators of the decline phase: price pressure caused by competition,
decrease in brand loyalty, the emergence of substitute products, market
saturation and lack of growth drivers.
4) Market segmentation
The segments, first of all, should meet the following criteria:
- Identifiable
The differentiating attributes of the
segment must be measurable so that they can be identified
- Accessible
The segments must be reachable through communication and
distribution channels
- Substantial
Should be sufficiently large to justify the resources
required to target it
- Unique needs
To justify separate offerings, the segment must
respond differently to the different marketing mixes
- Durable
There have to be relatively stable conditions to minimize the costs of frequent changes
There have to be relatively stable conditions to minimize the costs of frequent changes
Characteristic
|
|
Demographic
|
·
Age: youth
Generation: current borns Generation Z
·
Gender: primarily male for youth, definitely female
target for women above 40 (parents of
silent)
·
Income
Forth quartile and higher 
·
Education: high school, Bachelor degree, advanced degree
·
Religion
Orthodox (carrots are allowed during fast)
Buddhist (often vegetarian)
Hinduisms (meet is avoided)
·
Family
Full-nest
|
Geographic
|
·
Region: Russia
·
Area: Moscow metropolitan area, Saint-Petersburg
for the entry; for further expansion: Kazan, Rostov-na-Donu, Nizhniy
Novgorod, Yekaterinburg
·
Population density: high (urban areas)
|
Psychographic
|
Tool: AIO surveys (activities, interests, opinions)
Activities: work, travelling, sport, self-education, hanging out with family Interests: science, religion, languages, fitness, other countries’ cultures
Opinions: family values, healthy lifestyle, high productivity,
self-development
|
Behavioristic
|
Usage rate: everyday
Brand loyalty: moderate
User status: potential/first-time
Readiness to buy: high (curiosity)
Occasions: fasting periods, spring (fitness season)
|
4) Production. Russian market of carrots
· Russia
- 8% of global market
· 50% of all Russian carrots are gathered in
Central and Volga federal districts:
·
Cultivated area (2013) ~70 100 ha
·
Carrots gathered In 2013
~ 1500 000 tonnes
·
Per capita production ~10.9 kg/year
· Main importer to Russia –
Israel (also China, Belgium, Belarus). Import is seasonal, primarily in March-July
· In 2012-2013 export of
carrots from Russia almost didn't exist, all the produced volume went to internal consumption
·
Among federal districts
only in two regions (central and Volga) production exceeds consumption. So from
these regions the carrots are transported to all the other
·
Prices 14 RUB/kg (sensitive)
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5 comments:
Thank you for interesting market analysis!
Few days ago I was reading one article about these baby carrots snacks (http://ajven.com/portfolio/ssbb-cp-b-dlya-bolthouse-farms-baby-carrots (in russian)) and I was thinking about why do not you target kids as the consumers? What to you think about working directly with schools? Kinds usually like "junk food" and at the same time schools usually try to provide healthy menus:)
Kseniia, hello! Thank you very much for your comments. I think the link you've provided is valuable. Even though it is about USA market, we can benchmark some elements of our promotion strategy. Specifically, I like the concept "vegetarian death box". In Russia, this is exactly what the box with vegetables in fridges is as well. And we also have the goal to change the perception of carrots in consumers' minds. It has to shift from "healthy and boring" to "healthy and funny". To reach all of this we can also "steal" the promotion and placement tools of a fast-food industry.
Interesting Idea! Do you have any ideas how to position it so kids are actually interested in baby carrots?They usually do not like veggies...maybe connect it with famous cartoons etc?
The idea with the cartoons is really nice! I am not aware of what is popular know among kids and teenagers, but I am absolutely sure there are some popular creatures:)another option, is to make own creature or character - like Chester for Cheetos or Ronald MacDonald for Macdonalds!
I think "Nu pogodi" is one of the most popular and well recognized cartoons in Russia. I also believe it's such an awesome idea to create new character for the media campaign. Funny carrot Mr. Crunch or smth like this would have immediately stirred up the audience:)
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