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Many of the western ventures in Russia have failed
to work. Many have been a staggering success.
In most cases, the result depends on the marketing
strategy and ability of the exporter to adopt
a proper marketing strategy consonant with Russia's
dynamic economy.
To work out and implement a successful marketing
strategy in the Russian market, it is crucial
for the exporter to develop a comprehensive plan,
covering all particulars of the current Russia.
Certification of the merchandise is required
by law. Without proper certificates and paperwork
your goods will never make it through the Russian
customs or to the Russian consumers.
Typically, the action marketing plan of an exporter
to Russia should include the following:
1. Market research
What is the price range for similar products
and who are your competitors, both Russian and
foreign? What is the elasticity of demand, preferences
and tastes of the Russian consumer, the common
perspectives of the market's future?
You have to form a clear idea on pricing, target
markets and sales infrastructure at the early
stage. Obtaining adequate information may be crucial
for your success in the Russian market. We have
all the necessary resources to provide you with
the initial analytical data and advice.
2. Search of the partner
In order to have an effective distribution of
your product in Russia, you need to obtain a list
of wholesalers who may be interested in selling
this product in the Russian market. Each type
of product to be exported should be furnished
with its specific client portfolio. Researching
your distribution pool may take a lot of time
and efforts. However, we have a complete database
on Russian importers and wholesale merchants,
and can zero down on those who are most likely
to be interested in your product. After you have
selected those you would like to approach and
have received positive feedback, we can investigate
your potential partners and provide you with relevant
legal and financial reports.
3. Promotion, advertising and PR
Right from the initial stage, you will require
some promotional materials. It may be a catalogue,
brochures, fliers, technical specifications, as
well as the documents certifying quality and reliability,
known as Certificates of Conformity, Hygienic
Certificates and Fire Safety Certificates.
Then you may want to register the trade mark,
take a part in a trade show, place some advertisement
in the Russian media, set up a Russian web site.
both in offline and in the Internet is necessary.
Needless to say that your promotion has to be
in excellent Russian that would not merely translate
your original English sources but make them fly
in Russia.
You will definitely want to locate and meet important
people and counterparts who may facilitate your
progress. You will hold presentations, cocktails
and dinners. Only a specialist can make those
events cost-effective.
We are here to help you with all your needs,
from creating your corporate site in Russian to
targeted promotional campaigns in the selected
newspapers and Russian TV at best rates otherwise
unavailable.
4. The beginning of sales
At the initial stage, the sales are usually limited
to small shipments aimed at testing the market
and gathering analytical data for further steps.
Such an approach reduces the risks and costs at
the initial stage. If the sales are satisfactory,
the shipment volume is gradually increased.
5. Establishing corporate presence in
Russia.
Once the sales volume has grown to a certain
point, it may be wise to set up a Russian office,
rent a warehouse or open a retail shop. Any of
these steps require skilled personnel and good
understanding of Russian regulations and business
practices. Again, we are here to help!
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