Marketing Strategies
It almost seems as though Russia is Europe's sad twin. This country gave us Pushkin, Dostoyevsky, Chekov and Tolstoy, dry, often dark and complex. Russian design work, whether Russian orthodox icons or rural fabric patterns, tends to be heavy and complex. Russian advertising today seems to carry such undertones, even in the face of imported sophistication (Leo Burnett Ukraine, Red Apple, 2011, Shreyder, 2009).
The majority of the people live in urban centers predominantly in the western half of the country. Rebuilding an economy as massive as Russia's will continue to take time yet. There is not a lot of disposable income still.
If you are a large multinational, you probably already have your intermediaries, already know whom you can work with and who will insist on a bribe. If you do not already have an internal legal department, you likely have someone on retainer through Martindale.com. The larger cities have satellite offices of American ad firms, so there is not even a need to take chances.
If you are small, just starting out, then there are a few things of which to be aware. You also can use Martindale.com. If you have been reading this paper, you know by now to target the urban centers. Some combination of the following would probably be best. A product or service that tends to live beyond the margins of what the multinationals are offering. A product or service considered niche. Target the low hanging disposable income of the youth. A strategic alliance with an indigenous concern is probably the most conservative market entrée one can consider. As regards the communication, this is a country where you can tell a little bit more of the story.
Playing to Russian nationalism is not always a safe bet, so like translation check, and check again. There are far too many other nationalities mixed together in these cities. Remember, the Soviets tried displacing ethnics in their own countries by shipping Russians in, so a forced blur is the result.
The Russians justifiably see themselves with pride as long established, as cultured/sophisticated and as worthy as any Germany, UK or France. However, their economy and infrastructure is more like India (with more organized crime). Honor the values and the good, and walk softly, cautiously and with tons of ongoing research through the challenges. The healing crisis is all leftovers, and the people are worth it.
References
Anonymous (2008, Mar. 25). Water Pollution Continues At Famous Russian Lake. Science Daily. Retrieved from http://www.sciencedaily.com/releases/2008/03/080324103026.htm
Cohen, A., Ph.D., & Evseev, V., Ph.D. (2007, October 15). Russian Trade Associations: Important Partners for America (research report). Retrieved from The Heritage Foundation: http://www.heritage.org/research/reports/2007/10/russian-trade-associations-important-partners-for-america
Davis, F. (2010). [personal journaling; written, audio, photo, video] [Online exclusive]. . Retrieved from
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Kidport, (Ed.). (-2011). Kidport Reference Library Social Studies Russia (Vol.). Retrieved from http://www.kidport.com/reflib/worldgeography/russia/russia.htm
Leo Burnett Ukraine. (). Street Children - Best solution for the Non-Profit organization . www.leoburnett.ua. http://www.streetchildren.com.ua/campaign/.
Ministry of Industry and Trade of the Russian Federation , the. (2011). (various: three references) (links to various ministry insights, resources, et.al.). Retrieved from Ministry of Industry and Trade of the Russian Federation [home web site]: http://www.minpromtorg.gov.ru/eng; http://www.microsofttranslator.com/BV.aspx?ref=IE8Activity&a=http%3A%2F%2Fwww.minpromtorg.gov.ru%2F; http://www.microsofttranslator.com/bv.aspx?from=&to=en&a=http%3A%2F%2Fwww.minpromtorg.gov.ru%2Ffea%2Finter
Perry-Castañeda Map Collection - University of Texas at Austin Library Online. (Cartographer). (last updated: 2007). central_asian_common_2002.jpg, central_asian_common_2002.jpg, cis_europe_pol_2003.jpg, soviet_union_admin_1984.jpg etc.soviet_union_admin_1989.jpg [border]. Retrieved from http://map.primorye.ru/raster/maps/commonwealth.asp?l=eng
Red Apple. (2011). 21 Moscow International Advertising and Marketing Festival. Winners. http://festival.ru/en/winners/.
Shreyder, V. (2009). ([TURN YOUR SOUND DOWN] various collected commercial media works). Fetish Film (). , http://fetishfilm.ru/main.html.
Solovyov, D. (2010, MOSCOW
Sun Mar 28. 6:12am EDT). Russia drops two time zones to boost economy. Reuters.com. Retrieved from http://www.reuters.com/article/2010/03/28/us-russia-time-idUSTRE62R0DS20100328
Stanley St Labs. (). TRADING BLOCKS AND COUNTRY GROUPS and Russia Economy (referential). Retrieved from Economy Watch: http://www.economywatch.com/country-grouping/; and http://www.economywatch.com/world_economy/russia/
Venables, A. J. (2004). REGIONAL ECONOMIC INTEGRATION - The Graduate Institute, Geneva (appears to be a textbook or thesis outline). Retrieved from Graduate Institute of International Studies, Geneva. : http://www.google.com/url?sa=t&source=web&cd=1&sqi=2&ved=0CBMQFjAA&url=http%3A%2F%2Fwww.graduateinstitute.ch%2Fwebdav%2Fsite%2Fctei%2Fshared%2FCTEI%2FBaldwin%2FPublications%2FChapters%2FTrade%2520Theory%2FBaldwin_Venables_Handbook.pdf&rct=j&q=www.graduateinstitute.ch%2F...%2FBaldwin_Venables_Handbook.pdf&ei=EDtRTZHyCsOftgf4x-jFCQ&usg=AFQjCNEx3FFvOkVBAwiYdE3_TRMdoItJNg&sig2=6cewz_RbDz2Vxj2B8kD9tg
World Trade Organization. (2011). Russian Federation (current statistical trade ledger). Retrieved from Country Profiles - Russian Federation: http://stat.wto.org/CountryProfiles/RU_e.htm
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