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Deep Motivators & Consumer
Roles in Russia
Prepared by Higher School of Marketing and Business Development, National Research University – Higher School of Economics www.marketing.hse.ru
8 Consumer Roles for the Future
It’s all about the path
of least resistance Brand as a source of self-
awareness
Need for product quality
awareness
Aspiration for a solution to
express feelings towards
family
Aspiration for feeling
comfortable
Life is about ‘doing’
rather than ‘having’ Looking for advanced
solutions for active life
Careful mother and wife Curious buyer Brand lovers
Trend follower Experiential engagers Modern active person (live wire)
Impulse followers
Value chasers
Give me the best value
at the best price
Original infographics design by Soren Kaplan, www.Innovation-Point.com
8 Consumer Roles for the Future
Careful mother and wife
Curious buyer
Brand lovers
Trend follower
A Russian woman's gender role is always connected with care of children, family protection, desire to feed family members and make sure that they are healthy. Being a wife and a mother, like in other cultures, a woman carries traditions. For a Russian woman it was always important to make her family members satisfied, which procured piece and stability at home. By being careful, a woman expects appreciation from her family members, which makes her confident that she is doing right. However, modern Russian women care about their authority and value. They understand that their health and appearance also add to a strong and stable family.
Desire to understand the ways a product can address a problem; a buyer tends to independently analyze product characteristics or obtain an expert advice. In fact, a consumer studies a product and defines the level of its value. It is great when a company supports such desire and provides the consumer with all required information about product quality and services. Comfortable communication and openness of the company - these are the key values for consumers.
A consumer's desire to follow market trends regulated by fashion became habitual for people in Russia. We wear clothes of fashionable colors and styles, buy furniture and select design for our apartments. The consumer's requirements to comprehensive quality services in on-line and off-line retail has become a trend since 2010. Consumers treat comprehensive services as a value they can get as loyal clients. The consumer's slogan "It should be convenient" results from consumer education by the best Russian companies in the industry markets.
The consumers' strive to follow ideas and products of favorite trend brands make them feel involved in the desired group. Virtually, owners of one brand products represent a brand family, which makes them confident since they share the brand values. Images and emotions they feel create positive mood and festive atmosphere.
8 Consumer Roles for the Future
Convenience, time saving, on-line and off-line availability of goods, emotion - these are the goals pursued by consumers. They prefer buying brands and products recognized by them or their friends, or getting advice thus they do not have to spend time analyzing products.
Thinking, demanding, curious consumers, who frequently have experience of shopping abroad. They understand that the advertising is aimed at making emotional anchors, but emotions are not longer enough for them. They are interested in something new and/or opportunities to get quality and long-lasting goods. They are ready to spend time surveying products and when selecting a brand they feel like getting a full range of such brand values.
Looking for a better solution at best price is a behavioral driver of these consumers. From 2008, Russian consumers understand that a good product can be available at low price, while special prices and promotions do not mean sale of damaged goods. With the acquired experience, this group also comprises a lot of consumers since the Russian consumers' values comprise savings on purchases and opportunity to once again persuade their family members that they care about their well-being and "scrimp and save".
This role unities several consumer groups with shared activity and health drivers. These may be professional sportsmen and parents willing their children to be sportsmen. All of them are ready to pay a lot for quality products. These are young people who follow a trend of active life, spend they weekend on bicycles, rollers, scooters posting their pictures in social networks. These are families, middle age and older couples choosing active leisure time depending on season.
Experiential engagers
Modern active person (live wire)
Impulse followers
Value chasers
Deep Motivators (Value Propositions) for the Future
Careful mother and wife Curious buyer Brand lovers
Trend follower Experiential engagers Modern active person (live wire)
Safety & Recognition Quality & Education
Communication & Best choice
Appeal & Self-expression
Activity & Health
Fashion & Confidence
Impulse followers
Value chasers
Value rewards
Convenience time
It’s all about the path
of least resistance Brand as a source of self-
awareness
Need for product quality
awareness
Aspiration for a solution to
express feelings towards
family
Aspiration for feeling
comfortable
Life is about ‘doing’
rather than ‘having’ Looking for advanced
solutions for active life
Deep Motivators (Value Propositions) for the Future
Careful mother and wife Curious buyer Brand lovers
Trend follower Experiential engagers Modern active person (live wire)
Safety & Recognition Quality & Education
Communication & Best choice
Appeal & Self-expression
Activity & Health
Fashion & Confidence
Impulse followers
Value chasers
Give me the best value
at the best price
Value rewards
Convenience time
Business Implications & Opportunities
Here are 7 examples of trends that highlight how leading-edge
companies are tapping into some of the deep motivators to innovate their
way to future success. As you review these, consider:
1. How might these trends apply in my markets and for my customers?
2. Which trends, roles, and deep motivators are most relevant for what we do
today?
3. Which trends, roles, and deep motivators represent opportunities for future
innovation – to tap into new customer segments or as the basis for new
products, services, processes, experiences, or business models?
4. What other trends in your own industry tap into the deep motivators, and
how can you use them as a source of innovation?
Health & Safety Key Targets: Careful mother and wife, Curious buyer
Health is 20 % driven by environment. Against the background of increased industrial and environmental risks, people are willing to protect themselves and their families. Every person has the right for healthcare benefits, safe labor conditions and living in an eco-friendly environment. The consumers' desire to independently control and establish healthy environment for their families and procure healthcare provokes active search for products and services in the market.
Health & Safety Mother and Child
Consumers appreciate reliable and high-quality
medical services; they orientate themselves well in
the market. When it comes to health, safety and
comfort are extremely important in Russia.
Physicians' qualification is highly appreciated,
innovative equipment is important. 'Expert and
Patient' model is a framework of the company's
communication strategy. To support this role
healthcare webinars with patients are held,
appointments are made. Also, patients see that the
company holds webinars for physicians, which
supports the company's expert position.
Mother & Child is a recognized leader in the
Russian market, offering private medical services
in the field of women’s and children’s health.
http://www.mcclinics.ru/about/markets/
Health & Safety Knauf
Proximity to customers, commitment to long-
term cooperation, education and consulting
services, professional services, accompanying
materials, products and systems to address the
customers' needs – that is the communication
model chosen by the company. A visual
customer communication channel comprising
video, play lists and forums, new development
conferences, training and consulting services for
professionals add to the customer education.
http://knauf.ru/
Health & Safety Avangard Professional and Outdoor Equipment
Safe and comfortable special-purpose
clothing for confident professionals. To
communicate this idea the company has set
up an Academy for free training of their
potential clients' buyers. The coachers are the
company's business line managers. A training
opportunity, varied program and multiple
events motivate potential clients. Such
interaction promotes communication of
product benefits and cooperation terms. And
the most important thing is that it builds up
confidence.
Avangard Professional and Outdoor
Equipment is a producer of special-purpose
footwear and personal protective clothing. http://www.avangard-sp.ru/
Natural Products Key Targets: Careful mother and wife, Experiential
engagers
Safety of consumed products is a long-lasting concern for consumers. This covers ingredients and GM products. This concern made consumers prefer the farm products, where animals are bred in natural environment and plants are free from chemical treatment. Being natural became vital not only for food, but for everything around people (construction and furnishing materials, appliances). In fact, this is a new established product segment with higher value.
Natural Products Setun
A focus on the woman's gender role - a husband
and children need to be well fed and happy - is a
usual marketing tool. The company supports a
woman in playing this role by offering meat ready-to-
cook products and new recipes. It is typical for
Russian families to spend time outdoors with friends
making barbecue, therefore an Outdoor Food
Festival is held to demonstrate meat products and
their quality. Meat producers also use incentive
programs (loyalty cards, discounts) offering rational
benefits to customers.
http://www.setun.com/
Natural Products Splat
No advertising is a particularity of the brand
promotion strategy. Brand consumers are
thinking, demanding, intellectual, cheerful
and curious people. To support
communication with such consumers the
company's head writes personal letters to
its clients. These letters are enclosed in
every product pack. During the entire
period, 84 letters were written. The letters
are of confident nature and clients respond
to them by sharing their ideas on the
company's web-site and in social networks.
SPLAT is a Russian developer and
producer of innovative professional oral
care products. http://www.splat.ru/
Digital: freedom & experience building Key Targets: Brand Lovers, Trend follower
An advanced Russian consumer has run a path from mobile phones in the early 1990s to the ecosystem of gadgets with a unified standard. Some consumers replace their push-button phones with smartphones only now, others live in a digital ecosystem, while experience and independent choice are crucial for everybody. Omni-channel for communication and retail is being actively developed in Russia. The companies approach consumers using any media from mobile Internet devices, PCs, television and radio to direct mail and catalog deliveries.
Digital: freedom & experience building Sela
Look books of clients wearing SELA clothes with
comments on the brand this is the framework of the
company' client communication strategy. A photo
session from the brand and an opportunity to show
off in branded clothes these are the goals many
people pursue. They share their pictures on-line
thus increasing the brand audience. But the brand
itself feels like being useful and communicates with
consumers holding social network discussions of
ideas for individual image creation using their
branded products.
http:// www.sela.biz
Digital: freedom & experience building MTS-retail
Consumers visit stores to get a certain type of
service; they are more and more service oriented.
Communication with clients to search for additional
service elements significant for clients allows the
company to stimulate consumers' migration from
mobile phones to smart phones. Thus, to retain
valuable information stored in phones the company
offers information copying with special software
directly in store and free of charge.
The company is focused on creating convenient
conditions for its customer and expects to convert
services into sales. Satisfied consumers can easily
part with outdated equipment – that’s what the MTC
Company advocates. It’s no wonder their slogan is –
«Always one step ahead!» http://www.mts.ru/
Digital: freedom & experience building KupiVip
Offering high standards of service and delivery,
cost reduction, a wide assortment, and genuine
brands - no fakes for fashionistas! On-line
Shopping club, where a membership required
an invitation from a friend, has quickly become
the most popular in Russia. Clothes, footwear
and accessories of well-known brands at
special prices attract women. A key driver is a
brand new service for consumers: branded
cars, qualified specialists delivering orders
convince clients that they are valuable for the
company.
http://www.kupivip.ru
Expert position Key Targets: Curious buyer, Impulse followers
Comparable products available in the market motivate consumers to thoroughly study offers. In many cases, buyers thoroughly study products prior to visiting shops. The customer experience in mature countries defines consumers' requirements to quality services. With the customer satisfaction index companies can drive their product preference.
Expert position Cordiant
The company’s objective is to train end consumers in
analyzing products on the quality threshold basis, that is, the
products being INFERIOR to that threshold, and the
SUPERIOR ones. The consumers need to understand that
they may still choose among these products, and below that
threshold it is not worth trying as the quality of the second
group is unacceptably low. By promoting the safety driver the
company may attract end consumers to the company's web-
site and social networks where they can get advice and see
the tire production process. Social networks, YouTube
expand the borders of traditional advertising and create the
brand scope. The company believes that investments in the
consumer education create a loyal customer. This issue is
addressed by Cordiant, Russian tire manufacturer.
http://www.cordiant.ru/
Expert position 36.6 Pharmacy Chain
36.6 Pharmacy Chain is well-known since it
was among the pioneers of service standard
development: qualified pharmacists,
convenient free product selection format and
nice atmosphere have created a loyal client
pool. Today, to acquire consumers the chain
maintains service standards offering special
prices, goods of the day, promotions and
other wide range of tools applied by product
supermarkets. http://pharmacychain366.ru/company/
Enjoy Key Targets: Brand lovers, Experiential engagers,
Impulse followers, Value chasers
A desire to enjoy life is essential. Customers are keen on enjoying not only use and consumption of products, but services and communication as well. It would be fair for customers to believe that producers are focused on making them happy and satisfied.
Enjoy Bacardi
Attraction of new young consumers with almost no beverage
experience to alcohol brands is the company's objective in
Russia. The whole range of consumer marketing
communications is applied to address the objective. Martini is a
trend brand among young women, therefore the brand line may
be extended. Global positioning of Martini 'Luck is an attitude' is
focused on self-sufficient young people for whom confidence
does matter. Martitni video is full of special atmosphere, drive
and a kind of not Russian. 'There is no any luck, there is the one
who creates it. Wait? Life is too short. I do not feel like waiting. I
am acting. Trying. Feeling. Discovering. Loving. Risking. Living!
What will I be? Where will I be? Who will be with me? I create
my own world. I create my own luck. The video launched the
consumer education program on on-line and off-line channels.
Sharing ideas, comments and pictures in social networks,
consumers' videos in video hosting and competition promoted
attraction of new consumers to the brand.
Bacardi, a global multi-brand company. http://www.bmrussia.ru/splash/
Enjoy Dikaya Orkhideya
Providing self-confidence to a woman who is
still young at heart (no age restrictions), a
woman who is both energetic and charming.
The network's slogan: "Dictate your own rules"
is applied by the chain offering trend premium
lingerie. The selfie is the trend used by the
company for promotion in social networks.
Comments and pictures posted by female client
support their desire to impress people. The
company also offers bonuses and special
prices for its regular clients.
http://www.wildorchid.ru
Enjoy ‘Krasny Kub’ (Red Cube)
A ready present ides on every occasion
and interior design solutions are the key
values offered by the company. Collection
of present ideas, joint creative activity with
Internet resource visitors allow the store to
create good mood, bright, highlight images,
interest and joy. Special on-line
competitions and personal presents for
children support the buyers' intention to be
regular customer club members and
participate in crowd sourcing projects. http://www.redcube.ru
Enjoy Rive Gauche
Convenient location and layout of stores, Internet
shop service attract consumers. On-line and off-line
product selection recommendations and
professional services in Rive Gauche beauty salons
provide for giving supported responses and
moderating professional forums. Testing of such
promotion tools as prizes for reposts in social
networks, advertising and others are focused on
improvement of on-line sales. Discount program
availability should persuade consumers to become
the company's clients. Rive Gauche chain is
focused on emotions.
http://www.rivegauche.ru/
Enjoy EDMINS
Propitiatory company's developments, products
made at the Russian factory following the
European standards, all these make the
company's products appealing for the Russian
consumers. Fashion products accounting for
trends, friendly shop assistants, shop design,
atmosphere, loyalty cards, promotions and
special prices, all these stimulate regular
purchases. And advertising again and again.
The company offers quality products at good
price and in modern package.
Promotions and special prices, all these
stimulate regular purchases. And advertising
again and again. http://www.edmins.ru/
Health living Key Targets: Careful mother and wife, Modern active
person (live wire)
Health is 50–55 % driven by life style. The relevance of healthy living is driven by the aggravated and modified environment people face as a result of more complicated social life and psychological types provoking negative health movements. Aspiration for health and keeping a family healthy motivates consumers to search for suitable food and activity solutions.
Health living Wimm-Bill-Dann ‘Traditional Mothers’ – a caring wife and mother represents
the heart of the home, bringing together all the members of
the family, creating comfort and a pleasant atmosphere at
home while going about her daily chores.
Wimm-Bill-Dann (PepsiCo Group) highlights identity and
naturality of its products thus turning to behavioral patterns
of Russian women. The focus is on a safety driver:
freshness and benefits of products, digestion and immune
system improvement, health friendly snacks. To launch the
driver the company applies a wide range of consumer
marketing communication tools, advertising, competitions
and quizzes, for example Chudo Yougurt promotional
campaign with the motto “Collect Chudo scores and get
presents”, forum discussions, etc. Buying these products,
women can be sure that they could win recognition from
their family members' whose health will be safe and sound. http://wbd.ru/
Health living Sportmaster
Behavioral features based on each person’s
or family’s lifestyle can be distinguished in
such elements as personal commitment, self-
assertion, the need to be protected, to control
life situations, to enjoy life, and to feel
acknowledged by your entourage. The
company helps consumers in caring about
their family members and get emotional
satisfaction. The knowledge library, advice,
ready solutions enable the company to get
client insights on- and communicate with
consumers on-line. During sports events for
all family members the company
communicates the brand spirit and supports
regular clients in their goal to be healthy and
active.
One of the company's slogans is
«Sportmaster makes sport accessible!» http://www.sportmaster.ru/
Traditions Key Targets: Careful mother and wife, Value chasers
Keeping a warm family environment is essential for women. A good family tradition to maintain mutual interest in efforts and success of every family member is underpinned by continuous sharing of professional matters, gained experience and important events. Today, the family hearth function is supported information and communication technologies.
Traditions Domashniy TV channel
'Domashny' 'Always for Women" is the first thematic
TV channel and Internet resource for women in Russia
- talk shows, TV series, actual discussion - everything a
modern TV channel can offer. The key company's idea
- involvement and communication. To involve female
consumers in communication the company applies the
full range of comprehensive drivers: social aspect,
investigation, excellence, safety. The services are
focused on communication. The services - dating,
Internet shop, forums, files, tests and many others. The
women get recommendations from TV and forums on a
variety of issues they can face (home and summer
cottages, food, entertainment, beauty and health). With
these insights women can show their family how caring
they are and win some recognition.
In fact, Domashniy today is an information and
communication resource for women of different age
and with different interests. http://tv.domashniy.ru/
Traditions Gracia
With the best price/quality ratio and continuous
product expansion, Gracia tights are among
leaders of the Russian market. Advertising
informs consumers of new collections, Internet
shop offers a wide product mix, and attractive
prices have set up a pool of satisfied clients
regularly using the company's products.
Traditional approach to product promotion
among traditionalist buyers approximating 40%
in Russia.
http://www.gracia.ru/
Consumers
roles
Motivators Opportunities Trends
Careful mother and wife
Safety & Recognition
• What can a woman do to show the care for her family and get recognition?
• What can she do to make her family safe and safety?
Health & Safety Natural Products
Health living Traditions
Curious buyer
Quality &
Education
• Change of values and priorities The company's responses to these changes in the consumer behavior / How does the company respond to these changes in the consumer behavior?
• Accelerated release of new products. The company's approach to educate consumers on the product and service quality standards / How does the company educate its consumers on the product and service quality standards?
Health & Safety Expert position
Consumers roles, Motivators , Opportunities and Trends
Consumers roles, Motivators , Opportunities and Trends
Consumers
roles
Motivators Opportunities Trends
Brand lovers
Fashion & Confidence
• Focus on positive emotions and images demonstrated by consumers drives loyalty to brand
• How can changes in behavior of brand consumers be used in a digital environment?
Enjoy
Digital: freedom & experience
building
Trend follower
Communication & Best
choice
• How is consumer aspiration for
comprehensive services used? • What is a value proposition for
those who choose time-saving online shopping?
Digital:
freedom & experience
building
Consumers
roles
Motivators Opportunities Trends
Experiential engagers
Appeal & Self-
expression
• How can consumer interest in innovative unrivaled products be used?
• What values can be proposed to modern consumers?
Enjoy Natural Products
Modern active
person (live wire)
Activity & Health
• How can consumer aspiration for
active living be used? • What is a value proposition for
consumers ready to use modern fitness gadgets?
Health living
Consumers roles, Motivators , Opportunities and Trends
Consumers
roles
Motivators Opportunities Trends
Impulse followers
Convenience &
Time
• How can you make your offering the easiest to find, fastest to purchase, and quickest to get?
• How can you save the customer the most time throughout their entire experience with your product or service?
Enjoy Expert position
Value chasers
Value & Rewards
• What can you deliver that’s the
best value (benefits versus cost) compared to the competition?
Enjoy
Traditions
Consumers roles, Motivators , Opportunities and Trends
References
1. http://www.slideshare.net/futurewatch/team-finland-future-watch-what-makes-us-buy-and-why
2. http://www.mcclinics.ru/about/markets/ 3. http://knauf.ru/ 4. http://www.avangard-sp.ru/ 5. http://www.setun.com/ 6. http://www.splat.ru/ 7. http:// www.sela.biz 8. http://www.mts.ru/ 9. http://www.kupivip.ru 10. http://www.cordiant.ru/ 11. http://pharmacychain366.ru/company/ 12. http://www.bmrussia.ru/splash/ 13. http://www.wildorchid.ru 14. http://www.redcube.ru 15. http://www.rivegauche.ru/ 16. http://www.edmins.ru/ 17. http://wbd.ru/ 18. http://www.sportmaster.ru/ 19. http://tv.domashniy.ru/ 20. http://www.gracia.ru/
Research led and report prepared by: Higher School of Marketing and Business Development, National Research University – Higher School of Economics
www.marketing.hse.ru
Moscow - Russia
Icon by Prepared by Soren Kaplan www.innovation-point.com