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Analysis of the differences in Below-the-line-Marketing in Russia and GermanyAs a part of Capstone’s research, presented to the Faculty of European University for the Degree: MBA in International Marketingsupported by COMBERA GROUP
Ekaterina Svirina, October 2013
COMBERA Group European Sales Solutions 2
Table of content
Executive summery Description of the research Results- Surveys participants- Industries’ coverage- Belongingness of activities to BTL-/ATL-/TTL-marketing- Popularity of BTL-activities across all industries- Popularity of usage of digital tools for different BTL-activities- The most popular industries for BTL-marketing- Popularity of Promotion actions in the main FMCG channels of sales- The most common days for Promotion actions- The parties, which execute Merchandising- The parties, which execute Consumer Research- The parties, which execute Trade audit Appendix
COMBERA Group European Sales Solutions 3
Appendix
Popularity of BTL-marketing in tobacco industry
Popularity of BTL-marketing in alcohol (except beer) industry
Popularity of BTL-marketing in beer industry
Popularity of BTL-marketing in food and soft beverages industry
Popularity of BTL-marketing in beauty, healthcare and hygiene products industry
Popularity of Trade-incentive programs in Russia for FMCG-sector in the main channels of sales
COMBERA Group European Sales Solutions 4
Executive summery
The aim of the research: To find out how BTL-marketing is organized in Russia and Germany and whether there is a different practice in these countries
In online survey took part 29 marketing professionals from Russia and 28 experts from Germany
The Hypothesis test reveals, that the practice of BTL-marketing in Russia and in Germany is the same in 69% of cases
For further research more respondents with experience in non-FMCG industries, events, trade-incentive programs should be involved
COMBERA Group European Sales Solutions 5
Methodology
Method: 2 on-line questionnaires (in Russian and in German language) were published on the platform www.surveymonkey.com
Sample frame: marketing experts from agencies (Account Directors, Account Managers, Managing Directors), manufacturers (Brand Managers, Trade-marketing Managers, Product Managers, Key Account Managers and other marketing specialists) and other professionals
Sample size: 29 experts from Russia, 28 experts from Germany
Timing of data collection: 28.05.13 -15.07.13
COMBERA Group European Sales Solutions 6
Procedure of checking the Hypotheses
Answers of experts
Majority of experts chose
the same answer
Z-test for two proportions
Hypothesis is supported, there’s no difference
Hypothesis is rejected, there’s
a difference
Majority of experts chose
different answer
Hypothesis is rejected, there’s
a difference
In total 142 Hypotheses
COMBERA Group European Sales Solutions 7
Terms and translation
Point of Sales materials (POSm): Point of Sales Materialien
Merchandising: Merchandising Training: Training Direct Marketing: Direktmarketing Sales force: Sales force Trade-incentive programs:
Motivationsprogramme für den Handel
Promotions: Verbraucherpromotion Customer loyalty club: Loyalty
Programm Competitions and gambling for the
customers: Preisausschreiben und Gewinnspiele
Free in/on/off pack offer: ‘In-/On-pack’ Aktionen und Zugaben
Events: Events Sponsoring: Sponsoring Guerrilla marketing: Guerrilla
marketing Consumer research:
Konsumentenerhebung Trade audit: POS-Erhebung
COMBERA Group European Sales Solutions 8
Survey’s Participants
Germany
Russia
* As ‘Others’ the experts in most cases indicated to be individual marketing consultants
COMBERA Group European Sales Solutions 9
Industries’ coverage
Beer
Beauty, health care and hygiene products
Tobacco
Food and soft beverages
Alcohol (except beer)
Household appliances and consumer electronics
Household chemicals
Financial/banking/insurance
Do-It-Yourself
Telecommunication
Cloth and accessories
0 2 4 6 8 10 12
11
11
10
10
9
7
5
5
5
1
10
10
10
11
11
4
2
3
3
3
Germany Russia
*Number of experts who answered, that they had experience in these industries in the past 2 years
COMBERA Group European Sales Solutions 10
Components of BTL according to the majority of experts from both groups
BTL-MarketingPoint of Sales Materials
(POSm)Consumer Promotion
MerchandisingEvents
TrainingLoyalty programs for
consumersContests and gambling for
consumersTrade-incentive programs
Direct MarketingGuerrilla Marketing
Sales-force Free in/on/off pack offer
ATL-MarketingSponsoring
Z-test rejected the Hypothesis;Russian experts have stronger
opinion about it (89,7% of Russian experts vs 53,6% of
German experts)
COMBERA Group European Sales Solutions 12
Components of BTL according to Russian experts
Sponsoring
Guerrilla Marketing
Direct Marketing
Events
Training
Sales-force
Contests and gambling for consumers
Point of Sales Materials (POSm)
Loyalty programs for consumers
Free in/on/off pack offer
Trade-incentive programs
Consumer Promotion
Merchandising
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
24.1%
55.2%
58.6%
69.0%
69.0%
75.9%
79.3%
86.2%
89.7%
89.7%
93.1%
96.6%
100.0%
48.3%
10.3%
17.2%
6.9%
24.1%
24.1%
13.8%
20.7%
13.8%
13.8%
20.7%
10.3%
10.3%
6.9%
6.9%
10.3%
10.3%
17.2%
10.3%
BTL ATL TTL Don't know
COMBERA Group European Sales Solutions 13
Components of BTL according to German experts
Sponsoring
Direct Marketing
Contests and gambling for consumers
Guerrilla Marketing
Events
Loyalty programs for consumers
Training
Free in/on/off pack offer
Sales-force
Point of Sales Materials (POSm)
Consumer Promotion
Trade-incentive programs
Merchandising
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
17.9%
42.9%
46.4%
50.0%
53.6%
53.6%
59.3%
67.9%
71.4%
75.0%
75.0%
75.0%
82.1%
50.0%
39.3%
35.7%
7.1%
3.6%
10.7%
11.1%
14.3%
7.1%
14.3%
17.9%
10.7%
10.7%
25.0%
14.3%
17.9%
39.3%
42.9%
35.7%
14.8%
17.9%
14.3%
10.7%
7.1%
10.7%
7.1%
7.1%
3.6%
3.6%
14.8%
7.1%
3.6%
BTL ATL TTL Don't know
COMBERA Group European Sales Solutions 14
The most popular industries for BTL-marketing
Alcohol (e
xcept b
eer)Beer
Food and so
ft bevera
ges
Tobacco
Beauty, health
care
and hygiene pro
ducts
Household ch
emicals
Household applia
nces a
nd consu
mer electr
onics
Do-It-Yourse
lf
Cloth and accesso
ries
Telecommunica
tion
Financia
l/bankin
g/insu
rance
Others
27 27 26 2624
1311
96 6
41
18 18
25
17 1612
7
24
11
31
Russia, # of answers Germany, # of answers
COMBERA Group European Sales Solutions 15
Popularity of Digital tools
Russia Germany
Contests and gambling for consumers
Often 82,8% Often 64,3%
Loyalty programs for consumers
Often 69,0% Often 46,4%
Consumer Promotion Often 58,6% Often 39,3%
Guerrilla Marketing Often 34,5% Sometimes 39,3%
Direct Marketing Often 31,0% Often 55,6%
Events Sometimes 58,6% Often 50,0%
Training Sometimes 55,2% Sometimes 57,1%
Trade-incentive programs Sometimes 44,8% Seldom 57,1%
Sales-force Sometimes 44,8% Sometimes 50,0%
Sponsoring Sometimes 31,0% Sometimes 39,3%
Point of Sales Materials (POSm)
Seldom 65,5% Seldom 50,0%
Merchandising Seldom 55,2% Sometimes 53,6%
Free in/on/off pack offer Seldom 37,9% Seldom 57,1%
COMBERA Group European Sales Solutions 16
Popularity of Digital tools according to Russian experts
Point of Sales Materials (POSm)
Merchandising
Free in/on/off pack offer
Sales-force
Training
Trade-incentive programs
Events
Sponsoring
Direct Marketing
Guerrilla Marketing
Consumer Promotion
Loyalty programs for consumers
Contests and gambling for consumers
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
6.9%
6.9%
6.9%
10.3%
13.8%
20.7%
24.1%
27.6%
31.0%
34.5%
58.6%
69.0%
82.8%
13.8%
17.2%
17.2%
44.8%
55.2%
44.8%
58.6%
31.0%
27.6%
13.8%
27.6%
24.1%
13.8%
65.5%
55.2%
37.9%
24.1%
20.7%
31.0%
10.3%
10.3%
27.6%
27.6%
13.8%
6.9%
3.4%
10.3%
17.2%
31.0%
13.8%
3.4%
0.0%
3.4%
3.4%
3.4%
10.3%
3.4%
3.4%
6.9%
6.9%
6.9%
3.4%
27.6%
10.3%
13.8%
Often Sometimes Seldom Never Don't know
COMBERA Group European Sales Solutions 17
Popularity of Digital tools according to German experts
Merchandising
Trade-incentive programs
Training
Free in/on/off pack offer
Point of Sales Materials (POSm)
Sponsoring
Sales-force
Guerrilla Marketing
Consumer Promotion
Loyalty programs for consumers
Events
Direct Marketing
Contests and gambling for consumers
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
7.1%
7.1%
10.7%
10.7%
14.3%
21.4%
25.0%
35.7%
39.3%
46.4%
50.0%
55.6%
64.3%
53.6%
17.9%
57.1%
10.7%
32.1%
39.3%
50.0%
39.3%
32.1%
28.6%
42.9%
29.6%
17.9%
32.1%
57.1%
21.4%
57.1%
50.0%
35.7%
10.7%
17.9%
25.0%
21.4%
7.4%
14.3%
3.6%
7.1%
3.6%
14.3%
7.1%
10.7%
7.1%
7.1%
Often Sometimes Seldom Never Don't know
COMBERA Group European Sales Solutions 18
Popularity of BTL-activities in total
Russia Germany
Point of Sales Materials (POSm)
Often 83,6% Often 83,6%
Merchandising Often 79,7% Often 58,5%
Consumer Promotion Often 59,5% Often 80,6%
Free in/on/off pack offer Often 50,7% Often 54,5%
Contests and gambling for consumers Often 50,0% Often 64,1%
Trade-incentive programs Often 50,0% Often 48,4%
Loyalty programs for consumers Often 39,2% Often 31,3%
Sales-force Often 31,5% Often 60,9%
Training Sometimes 39,7% Sometimes 40,6%
Sponsoring Sometimes 40,5% Often 47,8%
Events Sometimes 44,6% Often 44,8%
Direct Marketing Seldom 35,1% Often 28,1%
Guerrilla Marketing Seldom 40,5% Seldom 41,8%
COMBERA Group European Sales Solutions 19
Popularity of BTL-activities in Russia in total
Guerilla Marketing
Direct Marketing
Events
Sponsoring
Training
Sales-force
Loyalty ptograms for consumers
Trade-incentive programs
Contests and gambling for consumers
Free in/on/off pack offer
Consumer Promotion
Merchandising
Point of Sales Materials (POSm)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
5.4%
13.5%
25.7%
27.0%
30.1%
31.5%
39.2%
50.0%
50.0%
50.7%
59.5%
79.7%
83.6%
10.8%
13.5%
44.6%
40.5%
39.7%
23.3%
39.2%
20.3%
25.7%
24.7%
25.7%
10.8%
12.3%
40.5%
35.1%
23.0%
14.9%
12.3%
15.1%
14.9%
25.7%
12.2%
8.2%
12.2%
4.1%
9.5%
10.8%
4.1%
2.7%
2.7%
9.5%
11.0%
33.8%
27.0%
5.4%
13.5%
16.4%
27.4%
5.5%
Often Sometimes Seldom Never Don't know
COMBERA Group European Sales Solutions 20
Popularity of BTL-activities in Germany in total
Guerrilla Marketing
Training
Direct Marketing
Loyalty programs for consumers
Events
Sponsoring
Trade-incentive programs
Free in/on/off pack offer
Merchandising
Sales-force
Contests and gambling for consumers
Consumer Promotion
Point of Sales Materials (POSm)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
14.9%
25.0%
28.1%
31.3%
44.8%
47.8%
48.4%
54.5%
58.5%
60.9%
64.1%
80.6%
83.6%
25.4%
40.6%
26.6%
29.7%
34.3%
28.4%
31.3%
9.1%
15.4%
23.4%
15.6%
10.4%
10.4%
41.8%
18.8%
21.9%
17.2%
16.4%
19.4%
4.7%
25.8%
12.3%
1.6%
9.4%
4.5%
3.0%
6.0%
7.8%
9.4%
3.1%
6.1%
4.7%
11.9%
14.1%
15.6%
12.5%
12.5%
4.5%
12.3%
14.1%
6.3%
Often Sometimes Seldom Never Don't know
COMBERA Group European Sales Solutions 21
Consumer promotion actions for FMCG in the main channels of sale
Russia Germany
Hypermarkets (e.g. Real) Often 77,8% Often 84,8%
Supermarkets (e.g. Rewe) Often 57,8% Often 51,5%
Discounters (e.g. Lidl) Often 52,2% Never 39,4%Impulse channels (e.g. kiosks), incl. data for
Minimarkets* Seldom 42,2% Seldom 36,4%
COMBERA Group European Sales Solutions 22
Consumer promotion actions for FMCG in the main channels of sale
Russia
Impulse channels, incl. Minimarkets
Discounters
Supermarkets
Hypermarkets
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
13.3%
52.2%
57.8%
77.8%
13.3%
19.6%
33.3%
15.6%
42.2%
23.9%
4.4%
30.0%
Often Sometimes Seldom Never Don't know
COMBERA Group European Sales Solutions 23
Consumer promotion actions for FMCG in the main channels of sale
Germany
Impulse channels
Discounters
Supermarkets
Hypermarkets
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
12.1%
18.2%
51.5%
84.8%
24.2%
18.2%
33.3%
36.4%
21.2%
24.2%
39.4%
12.1%
12.1%
Often Sometimes Seldom Never Don't know
COMBERA Group European Sales Solutions 24
The most common days for Consumer promotion actions
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
6
1 1
17
19 19
1
Russia Germany
* This question was answered by 26 Russian experts and 20 German experts
COMBERA Group European Sales Solutions 25
The parties, which organize merchandising for FMCG sector
Retailer Agency Manufacturer0
2
4
6
8
10
12
14
16
01
00 0 01
01
2
4
0
14
9
12
3
67
Don't know Never Seldom Sometimes Often Very often
Retailer Agency Manufacturer0
2
4
6
8
10
12
14
1
0 00
1
0
1
2
00
1
0
1
8
5
13
4
11
Don't know Never SeldomSometimes Often Very often
Russia Germany
COMBERA Group European Sales Solutions 26
Trade Audit
Marketi
ng age
ncies, s
peciali
zed in
resea
rch
Marketi
ng and re
search
depart
ment o
f a m
anufac
turer
Ordinary
mark
eting a
gency
Retaile
r
Don't know
Others0
2
4
6
8
10
The parties, which execute Trade audit in most cases
# of answers Russia# of answers Germany
*All Hypotheses were supported, except for Marketing and research department of a manufacturer
COMBERA Group European Sales Solutions 27
Trade Audit
Marketi
ng age
ncies, s
peciali
zed in
resea
rch
Marketi
ng and re
search
depart
ment o
f a m
anufac
turer
Ordinary
mark
eting a
gency
Retaile
r
Don't know
Others0
2
4
6
8
10
The parties, which execute Trade audit in most cases
# of answers Russia# of answers Germany
*All Hypotheses were supported, except for Marketing and research department of a manufacturer
COMBERA Group European Sales Solutions 28
Popularity of BTL-marketing activities in tobacco industry
Russia Germany
Consumer PromotionOften 90% Often 50,0%
Merchandising Often 80% Often 60,0%
Contests and gambling for consumers
Often 70% Seldom/Never 30,0%
Point of Sales Materials (POSm)
Often 70% Often 70,0%
Trade-incentive programs Often 70% Sometimes 40,0%
Events Often 60% Often/Sometimes 40,0%
Sponsoring Often 50% Often 60,0%
Training Often 50% Sometimes 50,00%
Free in/on/off pack offer Often 40% Seldom/Never 40,0%
Loyalty programs for consumers
Sometimes 50% Never 50,0%
Direct Marketing Don't know 50% Seldom 40,0%
Guerrilla Marketing Don't know 50% Often 40,0%
Sales-force Don't know 40% Often 70,0%
COMBERA Group European Sales Solutions 29
Popularity of BTL-marketing activities in tobacco industry
Direct Marketing
Guerilla Marketing
Sales-force
Free in/on/off pack offer
Loyalty ptograms for consumers
Sponsoring
Training
Events
Contests and gambling for consumers
Point of Sales Materials (POSm)
Trade-incentive programs
Merchandising
Consumer Promotion
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
10%
10%
10%
40%
40%
50%
50%
60%
70%
70%
70%
80%
90%
10%
0%
30%
20%
50%
10%
30%
20%
10%
10%
10%
10%
10%
20%
40%
20%
10%
10%
10%
10%
10%
20%
10%
10%
20%
10%
10%
20%
50%
50%
40%
20%
20%
10%
10%
Often Sometimes Seldom Never Don't know
Russia
COMBERA Group European Sales Solutions 30
Popularity of BTL-marketing activities in tobacco industry
Germany
Contests and gambling for consumers
Direct Marketing
Free in/on/off pack offer
Loyalty programs for consumers
Training
Trade-incentive programs
Events
Guerrilla Marketing
Consumer Promotion
Merchandising
Sponsoring
Point of Sales Materials (POSm)
Sales-force
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
10.0%
20.0%
20.0%
20.0%
20.0%
30.0%
40.0%
40.0%
50.0%
60.0%
60.0%
70.0%
70.0%
20.0%
20.0%
50.0%
40.0%
40.0%
10.0%
20.0%
20.0%
30.0%
40.0%
40.0%
20.0%
10.0%
10.0%
10.0%
20.0%
30.0%
40.0%
30.0%
10.0%
30.0%
20.0%
40.0%
50.0%
10.0%
10.0%
10.0%
30.0%
10.0%
10.0%
10.0%
10.0%
10.0%
10.0%
10.0%
10.0%
Often Sometimes Seldom Never Don't know
COMBERA Group European Sales Solutions 31
Popularity of BTL-marketing activities in alcohol industry (without beer)
Russia Germany
MerchandisingOften 100,0% Often 54,5%
Consumer Promotion Often 77,8% Often 81,8%
Point of Sales Materials (POSm)
Often 75,0% Often 90,9%
Free in/on/off pack offer Often 66,7% Often 72,7%
Contests and gambling for consumers
Often 44,4% Often 81,8%
Events Often 44,4% Often 81,8%
Trade-incentive programs Often 44,4% Often 54,5%
Loyalty programs for consumers
Often 33,3% Often 36,4%
Sales-force Often 33,3% Often 54,5%
Sponsoring Often 33,3% Often 54,5%
Training Sometimes 33,30% Sometimes 36,40%
Guerrilla Marketing Don't know 33,3% Sometimes/Seldom 27,3%
Direct Marketing Don't know 44,4% Sometimes 27,3%
COMBERA Group European Sales Solutions 32
Popularity of BTL-marketing activities in alcohol industry (without beer)
Russia
Direct Marketing
Guerilla Marketing
Training
Loyalty ptograms for consumers
Sales-force
Sponsoring
Events
Trade-incentive programs
Contests and gambling for consumers
Free in/on/off pack offer
Point of Sales Materials (POSm)
Consumer Promotion
Merchandising
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
11.1%
22.2%
22.2%
33.3%
33.3%
33.3%
44.4%
44.4%
44.4%
66.7%
75.0%
77.8%
100.0%
11.1%
22.2%
33.3%
22.2%
22.2%
22.2%
22.2%
22.2%
33.3%
33.3%
25.0%
22.2%
22.2%
11.1%
22.2%
22.2%
22.2%
22.2%
22.2%
11.1%
11.1%
11.1%
11.1%
22.2%
44.4%
33.3%
22.2%
11.1%
22.2%
33.3%
11.1%
11.1%
Often Sometimes Seldom Never Don't know
COMBERA Group European Sales Solutions 33
Popularity of BTL-marketing activities in alcohol industry (without beer)
Germany
Direct Marketing
Guerrilla Marketing
Training
Loyalty programs for consumers
Merchandising
Sales-force
Sponsoring
Trade-incentive programs
Free in/on/off pack offer
Consumer Promotion
Contests and gambling for consumers
Events
Point of Sales Materials (POSm)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
18.2%
18.2%
27.3%
36.4%
54.5%
54.5%
54.5%
54.5%
72.7%
81.8%
81.8%
81.8%
90.9%
27.3%
27.3%
36.4%
18.2%
27.3%
27.3%
36.4%
9.1%
9.1%
9.1%
9.1%
9.1%
18.2%
27.3%
18.2%
27.3%
18.2%
9.1%
9.1% 27.3%
27.3%
18.2%
18.2%
18.2%
18.2%
9.1%
18.2%
9.1%
9.1%
9.1%
9.1%
9.1%
Often Sometimes Seldom Never Don't know
COMBERA Group European Sales Solutions 34
Popularity of BTL-marketing activities in beer industry
Russia Germany
Merchandising Often 100,0% Often 50,0%
Point of Sales Materials (POSm) Often 81,8% Often 100,0%
Trade-incentive programs Often 63,6% Often 50,0%
Contests and gambling for consumers Sometimes 54,5% Often 90,0%
Free in/on/off pack offer Sometimes 63,6% Often 80,0%
Loyalty programs for consumers Sometimes 54,5% Sometimes 50,0%
Consumer Promotion Sometimes 63,6% Often 90,0%
Sales-force Sometimes 63,6% Often 80,0%
Training Sometimes 63,6% Sometimes 50,0%
Events Sometimes 72,7% Often 60,0%
Sponsoring Sometimes 72,7% Often 70,0%
Direct Marketing Seldom 63,60% Seldom 40,00%
Guerrilla Marketing Seldom 63,6% Sometimes 50,0%
COMBERA Group European Sales Solutions 35
Popularity of BTL-marketing activities in beer industry
Russia
Direct Marketing
Guerilla Marketing
Training
Loyalty ptograms for consumers
Sales-force
Sponsoring
Events
Trade-incentive programs
Contests and gambling for consumers
Free in/on/off pack offer
Point of Sales Materials (POSm)
Consumer Promotion
Merchandising
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
11.1%
22.2%
22.2%
33.3%
33.3%
33.3%
44.4%
44.4%
44.4%
66.7%
75.0%
77.8%
100.0%
11.1%
22.2%
33.3%
22.2%
22.2%
22.2%
22.2%
22.2%
33.3%
33.3%
25.0%
22.2%
22.2%
11.1%
22.2%
22.2%
22.2%
22.2%
22.2%
11.1%
11.1%
11.1%
11.1%
22.2%
44.4%
33.3%
22.2%
11.1%
22.2%
33.3%
11.1%
11.1%
Often Sometimes Seldom Never Don't know
COMBERA Group European Sales Solutions 36
Popularity of BTL-marketing activities in beer industry
Germany
Direct Marketing
Guerrilla Marketing
Training
Loyalty programs for consumers
Merchandising
Sales-force
Sponsoring
Trade-incentive programs
Free in/on/off pack offer
Consumer Promotion
Contests and gambling for consumers
Events
Point of Sales Materials (POSm)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
18.2%
18.2%
27.3%
36.4%
54.5%
54.5%
54.5%
54.5%
72.7%
81.8%
81.8%
81.8%
90.9%
27.3%
27.3%
36.4%
18.2%
27.3%
27.3%
36.4%
9.1%
9.1%
9.1%
9.1%
9.1%
18.2%
27.3%
18.2%
27.3%
18.2%
9.1%
9.1% 27.3%
27.3%
18.2%
18.2%
18.2%
18.2%
9.1%
18.2%
9.1%
9.1%
9.1%
9.1%
9.1%
Often Sometimes Seldom Never Don't know
COMBERA Group European Sales Solutions 37
Popularity of BTL-marketing activities in food and soft beverages industry
Russia Germany
Consumer Promotion Often 100,0% Often 100,0%
Free in/on/off pack offer Often 100,0% Often 81,8%
Merchandising Often 100,0% Often 81,8%
Point of Sales Materials (POSm) Often 100,0% Often 100,0%
Contests and gambling for consumers Often 70,0% Often 81,8%
Loyalty programs for consumers Often 70,0% Often 63,6%
Sales-force Often 50,0% Often 72,7%
Training Often 40,00% Sometimes 54,50%
Events Sometimes 60,0% Sometimes 45,5%
Sponsoring Sometimes 50,0% Sometimes/Often 36,4%
Trade-incentive programs Seldom 40,0% Often 72,7%
Direct Marketing Seldom/Don't know 40,0% Often 36,4%
Guerrilla Marketing Seldom 70,0% Seldom 45,5%
COMBERA Group European Sales Solutions 38
Popularity of BTL-marketing activities in food and soft beverages industry
Russia
Direct Marketing
Guerilla Marketing
Sponsoring
Trade-incentive programs
Events
Training
Sales-force
Loyalty ptograms for consumers
Contests and gambling for consumers
Consumer Promotion
Free in/on/off pack offer
Merchandising
Point of Sales Materials (POSm)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
10.0%
10.0%
30.0%
30.0%
40.0%
40.0%
50.0%
70.0%
70.0%
100.0%
100.0%
100.0%
100.0%
10.0%
50.0%
20.0%
60.0%
30.0%
30.0%
20.0%
40.0%
70.0%
10.0%
40.0%
10.0%
10.0%
10.0%
40.0%
20.0%
10.0%
10.0%
20.0%
40.0%
Often Sometimes Seldom Never Don't know
COMBERA Group European Sales Solutions 39
Popularity of BTL-marketing activities in food and soft beverages industry
Germany
Guerrilla Marketing
Training
Events
Direct Marketing
Sponsoring
Loyalty programs for consumers
Sales-force
Trade-incentive programs
Contests and gambling for consumers
Free in/on/off pack offer
Merchandising
Consumer Promotion
Point of Sales Materials (POSm)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
18.2%
18.2%
27.3%
36.4%
36.4%
63.6%
72.7%
72.7%
81.8%
81.8%
81.8%
100.0%
100.0%
18.2%
54.5%
45.5%
27.3%
36.4%
9.1%
9.1%
18.2%
9.1%
18.2%
9.1%
45.5%
18.2%
27.3%
18.2%
27.3%
18.2%
9.1%
9.1%
9.1%
9.1%
9.1%
9.1%
9.1%
9.1%
9.1%
9.1%
9.1%
Often Sometimes Seldom Never Don't know
COMBERA Group European Sales Solutions 40
Popularity of BTL-marketing activities in beauty, healthcare and HP
Russia Germany
Merchandising Often 100,0% Often 80,0%
Point of Sales Materials (POSm) Often 100,0% Often 90,0%
Consumer Promotion Often 81,8% Often 90,0%
Contests and gambling for consumers Often 81,8% Often 60,0%
Free in/on/off pack offer Often 81,8% Often 60,0%
Loyalty programs for consumers Sometimes 54,5% Sometimes 50,0%
Trade-incentive programs Sometimes/Seldom 36,4% Sometimes 60,0%
Events Sometimes 72,7% Sometimes 50,0%
Training Sometimes 54,5% Sometimes 50,0%
Sponsoring Sometimes 54,5% Sometimes 60,0%
Direct Marketing Seldom 36,4% Often 40,0%
Guerrilla Marketing Seldom 36,4% Seldom 60,0%
Sales-force Don't know 54,50% Often 50,00%
COMBERA Group European Sales Solutions 41
Popularity of BTL-marketing activities in beauty, healthcare and HP
Guerilla Marketing
Direct Marketing
Events
Sponsoring
Sales-force
Training
Loyalty ptograms for consumers
Trade-incentive programs
Consumer Promotion
Free in/on/off pack offer
Contests and gambling for consumers
Merchandising
Point of Sales Materials (POSm)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
0.0%
9.1%
9.1%
9.1%
18.2%
18.2%
27.3%
27.3%
81.8%
81.8%
81.8%
100.0%
100.0%
9.1%
18.2%
72.7%
54.5%
54.5%
54.5%
36.4%
18.2%
18.2%
18.2%
36.4%
36.4%
18.2%
36.4%
27.3%
18.2%
18.2%
36.4%
27.3%
27.3%
27.3%
9.1%
54.5%
9.1%
Often Sometimes Seldom Never Don't know
Russia
COMBERA Group European Sales Solutions 42
Popularity of BTL-marketing activities in beauty, healthcare and HP
Germany
Guerrilla Marketing
Sponsoring
Training
Events
Trade-incentive programs
Direct Marketing
Loyalty programs for consumers
Sales-force
Contests and gambling for consumers
Free in/on/off pack offer
Merchandising
Consumer Promotion
Point of Sales Materials (POSm)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
10.0%
10.0%
20.0%
30.0%
30.0%
40.0%
40.0%
50.0%
60.0%
60.0%
80.0%
90.0%
90.0%
20.0%
60.0%
50.0%
50.0%
60.0%
40.0%
50.0%
40.0%
40.0%
10.0%
10.0%
10.0%
60.0%
30.0%
20.0%
20.0%
10.0%
20.0%
10.0%
10.0%
10.0%
10.0%
10.0%
10.0%
10.0%
10.0%
10.0%
Often Sometimes Seldom Never Don't know
COMBERA Group European Sales Solutions 43
Popularity of Trade-incentive programs in Russia for FMCG sector
Beauty salons, spas
Drogerie
Minimarkets
Gas stations
Hypermarkets
Supermarkets
Discounters
HoReCa
Impulse channels
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
15%
15%
10%
5%
15%
15%
5%
55%
60%
10%
10%
30%
25%
15%
25%
55%
10%
5%
10%
25%
35%
40%
40%
45%
15%
5%
5%
60%
20%
20%
20%
20%
10%
15%
15%
25%
5%
30%
5%
10%
10%
5%
10%
15%
5%
Often Sometimes Seldom Never Don't know
COMBERA Group European Sales Solutions 44
Sponsoring
Direct Marketing
Contests and gambling for consumers
Guerrilla Marketing
Events
Loyalty programs for consumers
Training
Free in/on/off pack offer
Sales-force
Point of Sales Materials (POSm)
Consumer Promotion
Trade-incentive programs
Merchandising
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
17.9%
42.9%
46.4%
50.0%
53.6%
53.6%
59.3%
67.9%
71.4%
75.0%
75.0%
75.0%
82.1%
50.0%
39.3%
35.7%
7.1%
3.6%
10.7%
11.1%
14.3%
7.1%
14.3%
17.9%
10.7%
10.7%
25.0%
14.3%
17.9%
39.3%
42.9%
35.7%
14.8%
17.9%
14.3%
10.7%
7.1%
10.7%
7.1%
7.1%
3.6%
3.6%
14.8%
7.1%
3.6%
BTL ATL TTL Don't know
Components of BTL according to German experts