We are a group of GSOM students elaborating the marketing strategy of the Philadelphia Cream Cheese entering the Russian market.
We will immerse you in the world of the fantastic chocolate paste, delicious cheese and captivating marketing strategy! :)
Saturday, May 3, 2014
Risk matrix or Should we enter the Russian market?
Dear readers, we would like to share with you our opinion concerning potential risks of entering the Russian market. Do you agree with us? How do you think, what other factors can be considered here?
In my view, the market of chocolate and relative goods can be characterized by a high level of branding and consolidation of the market around key and most famous brands. Consumers percept the brands through the lens of its unique reputation and their own level of trust. Thus, we can conclude that the popularity and credibility can be reffered to the brands with history, already well established and famous. Which brand MILKA certanly is. So, I suppose, including customer awareness into this table can hardly be justified. The brand is one of your strengths!
Thank you very much for your response! We will consider this issue more attentively! However, we should emphasize the fact that we paid attention to the castomer awareness not only of the brand but of the product itself. It may still be possible that people are not aware of this general type of the product (they didn't try it and therefore, may not have a desire to try and buy it).
Indeed, in Russia the level of consumers' awareness about chocolate cream cheese is quite low. But, it is a pretty sensible solution - to use already established brand "Milka" as a linkage between unknown brand "Philadelphia" and attention of the target audience. Thus, the strength of "Milka" brand is fully exploited here.
Dear team! Thank you for this risk matrix!
ReplyDeleteIn my view, the market of chocolate and relative goods can be characterized by a high level of branding and consolidation of the market around key and most famous brands. Consumers percept the brands through the lens of its unique reputation and their own level of trust. Thus, we can conclude that the popularity and credibility can be reffered to the brands with history, already well established and famous. Which brand MILKA certanly is. So, I suppose, including customer awareness into this table can hardly be justified. The brand is one of your strengths!
Dear Liliya,
DeleteThank you very much for your response! We will consider this issue more attentively!
However, we should emphasize the fact that we paid attention to the castomer awareness not only of the brand but of the product itself. It may still be possible that people are not aware of this general type of the product (they didn't try it and therefore, may not have a desire to try and buy it).
Best regards,
Team.
Hello!
ReplyDeleteIndeed, in Russia the level of consumers' awareness about chocolate cream cheese is quite low. But, it is a pretty sensible solution - to use already established brand "Milka" as a linkage between unknown brand "Philadelphia" and attention of the target audience. Thus, the strength of "Milka" brand is fully exploited here.
Regards,
Liliya