GLBA conference in Moscow: local secrets to share // GLBA members from Russia, USA, Germany, China, Brazil, South Africa & Turkey

SAO PAULOISTANBUL JOHANNESBURGBERLINNEW YORK SHANGHAI
17–18 SEPTEMBER
Hosted by
Depot WPF | GLBA Moscow
SEMI-ANNUAL
MEETING
IN MOSCOW

Hosted by Depot WPF | Glba Moscow
glba meet and greet
LOCAL INSIGHTS AND DESIGN TRENDS
10:15 – 10:30 – Insights on glba
10:30 – 10:55 – Asia/China (Flamesun)
10:55 – 11:20 – Latin America/Brazil (a10)
11:20 – 11:45 – Middle East/Turkey (Orhan Irmak Tsarim)
11:45 – 12:15 – Coffee Break
12:15 – 12:40 – North America/US (Ceradini)
12:40 – 13:05 – Western Europe/Germany (B+P)
13:05 – 13:30 – Africa/South Africa (Stratcom)
13:30 – 13:55 – Eastern Europe/Russia (Depot WPF)
13:55 – 14:15 – Wrap up

EXPLORE THE
CHINESE
MARKET AND FEEL
THE DIFFERENCE
Du Xiao Dong
Founder, Flamesun Brand Design, China

SPEED
In the past 30 years, China is developing by leaps and bounds.
The entire business model is transforming rapidly.
过去30年，中国发展极快，整个商业模式正快速转变。

E-COMMERCE
Two-year fast developing of e-commerce has affected people's lifestyle,
as well as the Chinese FMCG market.
social media
shopping
两年电⼦子商务的迅猛发展，改变了很多⼈人的⽣生活⽅方式，也影响了整个中国快消⾷食品市场。
…
…

CHANGE
The thinking of packaging design has also changed dramatically.
包装设计的思维也随之⽽而发⽣生巨⼤大的变化。

These changes are mainly reflected in
the following aspects of food retailing
•  Complicated market 复杂的市场
•  More flattened sales channels 越来越扁平化的渠道
•  From passive to active consumer demand从被动到主动的消费需求
•  Oral spreading 越来越⼝口碑化的传播特点
•  Puzzled enterprises 困惑的企业
这种变化对⾷食品零售⽽而⾔言，主要体现在以下⼏几个⽅方⾯面

Complicated market
复杂的市场

China
is
very
large
in
area
and
thickly

populated.

1.4billion
people.

中国地⼲⼴广⼈人多。14亿⼈人⼝口。
The
regional
market
is
very
diﬀerent.
各区域市场情况差异极⼤大。
The
consumers
can
be
divided
into
ﬁve

types
according
to
the
consuming
habits

and
capability.

根据“消费意识与能⼒力”来看，⼤大致可分为五种。

The premium market
富⼈人市场特点：
•  Live in the big cities, highly educated
多居于北上⼲⼴广深、杭州温州宁波，教育程度⾼高，
海外背景⽐比例提⾼高；
•  keep low profile, like to connect the western
culture with the Chinese tradition
⾏行事低调，喜欢中⻄西合璧，既向往国际化，
⼜又脱离不了中国传统；
•  have a high standard for health and life, rational
consumption, pay attention to experience, seeing
is real.
对健康和⽣生活要求极⾼高，更理性消费，
注重体验，眼⻅见为实。

Beijing Shanghai Guangzhou Shenzhen
北上⼲⼴广深市场特点：
•  seeking for more comfortable and exquisite life,
high emotional requirement and individuality.
追求更舒适和更精致的⽣生活，情感需求和个性强烈。
•  like foreign top brands as well as niche brands .
更倾向于选择能体现⾃自⾝身价值的国外品牌与⼩小众独⽴立品牌。
•  be used to online shopping.
Elaborate marketing content and package
design can be more attractive to them.
习惯线上消费，精⼼心营销和包装的产品更能吸引他们。

The east coast region and provincial capital
东部沿海与省会城市市场特点：
•  including Jiangsu, Zhejiang,Fujian ,Hainan, etc.
东部沿海城市范围包括江苏、浙江、福建、海南等；
•  Compared to Beijing Shanghai, people pay more
attention to their life quality than working. The
pace of living is not so stressful.
更注重⽣生活⽽而不是⼯工作质量，节奏也没那么快；
•  High performance price ration is what they hope to get.
•  他们在选择产品时，更注重理性的性价⽐比
630million dollars/year

The North region and inland city
北⽅方与内陆城市市场特点：
•  Etiquette and reputation are vital to them. Sending
gifts is popular among people.
看中礼仪与⾯面⼦子，礼品⽂文化浓重。
•  Many brands do not have stores in these areas, so
people will shop online to fulfill their needs.
很多品牌⻔门店设⽴立没延伸到这些地⽅方，所以他们更倾向
于线上购物来满⾜足⽇日益增⻓长的⼼心理需求。
2 billion dollars/year

The rural market
农村市场特点：
•  sensitive to price.
关注低价、实⽤用。
•  bad market order. Poor brand awareness.
市场秩序混乱，基本没有品牌观念。
•  big income gap, like to compare with people.
收⼊入差异极⼤大，攀⽐比⼼心理较重。
•  The migrant workers bring back the consuming
habits of the city.
外出务⼯工⼈人员的增加，带回很多城市消费习惯。

More flattened sales channels
越来越扁平化的渠道

Supermarket shrinks.
⾷食品消费⾸首选的“⼤大型商超”逐渐萎缩，特别是在北上⼲⼴广深等区域。
•  35 supermarkets were closed in 2013. 179 supermarkets were closed in 2014.
2014年共计关闭超过179家⼤大型超市⻔门店，这个数字是2013年全年35家⻔门店关闭数的5倍之多。
•  The supermarkets were used to be a popular place of relaxation for families. But now, it
is outdated.
以前逛⼤大超市是⼀一种家庭休闲⽅方式，现在新⼀一代消费者认为百货商店已经是⼀一种过时的思维⽅方式。
25

closed
8

closed

The community stores develop rapidly.
社区便利，⼩小型超市发展很快，占地为⺩王，只为争抢“最后⼀一公⾥里”。
•  Increased 17% in 2014.
⽐比起其他的零售渠道，中国便利店的年度⻔门店数
量增⻓长⾼高达17%。
•  One mile to home. A hot spot for the big
retailing brands as well as logistic brands.
便利店依托⺴⽹网点密集、贴近社区等优势，愈发成
为电商O2O模式和社区物流服务的有效载体,线
上互联⺴⽹网、线下零售巨头甚⾄至物流快递巨头、各
路⻛风投资本都开始热“抢”便利店资源。

Sales in airports, railway stations are
increasing.
随着⼈人们出⾏行越来越便利，旅游与特通渠道同样快速发展。
Duty free products and imported products
are welcomed by people.
航空出⾏行⼤大众化，免税商品价格与品类的优势，使
机场消费成为普通⽼老百姓的选择之⼀一。

Low-end, various commodities.
⾷食品流通市场具有“数量多、分散⼲⼴广、档次低、流动性⼤大，经营者⽂文化素质低”的特点。
Whole sale market is dominant in North region
and inland cities.
对北⽅方和内陆城市以及农村⽽而⾔言，流通市场依然主导，但也逐渐⾛走上规范的道路。

From passive to active
consumer demand
从被动到主动的消费需求

The major consumer groups are younger.
主⼒力消费群年轻化，从“7080”向“8090”转变。
•  Individuality
个性化，习惯分享，但不喜欢和朋友的商品重合。
•  rational
更加理性，喜欢质量好的商品，不盲⺫⽬目崇拜品牌和⾼高价。
•  Coupons
喜欢使⽤用优惠券，60%的年轻⼀一代在社交媒体上分享和
交易优惠券，80%在⺴⽹网上搜索优惠券。
•  Moral
具有强烈的品牌道德观，会根据品牌商的社会表现，
来
决定是否购买这家店的商品。
这⼀一切都是互联⺴⽹网⽽而导致的这⼀一代⼈人挑剔的⼼心理。

Get the news from internet and mobile
media.
获取信息的渠道从“传统媒体”向“⺴⽹网络与移动媒体”转变。

Characterized、personalized、tag
个性⽂文化鲜明，标签化，⼩小众化。
⾼高
富
帅
⼩小
萝
莉
⽩白
富
美

Oral spreading
越来越⼝口碑化的传播特点

The mobile network is the main
communication tool.
⺴⽹网络传播逐渐成为城市年轻⼈人的主要传播途径，其中移动⺴⽹网络增⻓长⾮非常明显。
•  A survey to 200,000 people nearly half people
use mobile network more than 3 hours a day.
据腾讯对20万城市⼈人作的⺴⽹网络媒体调查表明：
近半数⽤用户每天使⽤用移动终端超过3⼩小时。
•  80% people will share news on the social
media. Less than 10% people still use the
computer to view the news.
近8成⽤用户在社交平台分享新闻；依赖电脑看新闻的⽤用
户降到 1成不到。

shopping catering
movies
Oral spreading is key to a brand or product.
⼝口碑成为消费者评判品牌与产品的主要标准。

Brand online and offline.
O2O，线上&线下品牌的互相借⼒力。
offline online

Puzzled enterprises
困惑的企业

京东集团7亿美元持有永辉
超市10%的股份。
2015.7.1号店被沃尔玛全资收购。
阿⾥里巴巴则持有银泰商业的32%股
权，成为单⼀一最⼤大股东。
Merge and Integration
⼤大中型企业兼并融合，形成隐性垄断。

例外⿊黑法师
Niche brands are welcomed by people.
越来越多的独⽴立品牌，越来越受欢迎的独⽴立品牌。（创意、审美、原创）。

Package was just a container in the past,
but now it has entered into the design era.
Chinese people pursue quality, aesthetic and
humanized package design.
过去包装是容器，如今包装正进⼊入设计时代，追求品质，审美，⼈人性化。

build quality by concept
概念灌输品质
Experience quality
在互动中感受品质

Transparent packaging
包装形态便于⾷食⽤用
Designed for sharing
包装形态便于分享

Visual impact
视觉审美
Mentally resonance
个性共鸣

NEW START
Packaging design in China has just started,
is about to enter the rapid development stage.
包装设计在中国刚刚起步，将快速进⼊入繁荣发展阶段。

PACKAGE DESIGN
is the result of all strategies and tactics

DESIGN &
EMOTION: A
LATIN MIX
Margot Doi Takeda
A10 Design Creative Partner, São Paulo

TURKEY AND
THE MIDDLE
EAST
Dr. Orhan Irmak
Co-Founder & Creative Director, Istanbul

Characteristics of the market

-  Population of 75 million in Turkey and around 300 million in the whole
ME area (exc. Egypt and other İslamic countries in northern Africa).

-  Young population under 25 is around %50 in Turkey, %60 in ME.

-  Organised retailing is around 45% in Turkey (inc. Metro, Carrefour
and Tesco), only 20% in ME but it has a very high growing rate.

-  Legal problems still exist for brand and design registrations and doing
business might be difficult without involvement of a local partner.

Local insights from the region specific
products
Yoghurt has an important role in Turkish cusine either as an ingredient for
mezes or as plain. Similiarly White feta cheese is a «must have» in Turkish
breakfasts. In dairy business therefore, yoghurt and classic feta cheese are
among the top selling products and the packages vary from 250g to 5kg
buckets.
Yoghurt drink is yet another country specific dary product with a very high
consumption (over 400 m. tons per year) and therefore it is included in the
menus of Mc Donalds and Burger King in Turkey.

products
Turkish Coffee is a traditional drink and it is also part of the culture. With
the increase in the number of coffee shop chains and trending gourmet
coffee shops (doubled in 5 years), total coffee consumption and varieties
of coffee consumed also increased. But Turkish coffee is still has more
than 65% market share. As a traditional product, it is mostly purchased
through local shops.

products
Rakı (anis drink) is another country & region specific product. As part of
the Turkish and middle eastern cusine, rakı is a widely consumed
alcoholic beverage with an alcohol level of %45 - %50 (around 45 mio.
Liter per year), where vodka is 15 mio. Liter, wine is 60 mio. Liter and
beer 950 mio. Liter.

Global companies and brands in the
market we serve
-  Mondelez / Milka – Toblerone – Oreo – Olips (Halls) – Jelibon
-  Unilever / Carte d’Or (Ice Cream & Desserts) – Knorr
-  Colgate – Palmolive / Hacı Şakir
-  Hero Group / Hero Baby
-  Bel Group / Karper

Local heroes and brands in the market
we serve
-  Sütaş (dairy)
-  Tadım (nuts)
-  Arko (mens shaving)
-  Duru (personal care)
-  Penguen (canned food)
-  Lezita (poultry)
-  Penti (legs wear and lingerie)
-  Tamek (fruit juice)
-  Hobby (hair care)
-  Tadelle (chocolate)
-  Fax (personal care)
-  Bizim Tarla (canned food)

Localisation projects for global brands
As we all know, packaging has to have something local even if the brand
is global. Without knowing the local values and touching them through
packaging, it is very difficult for brands to talk to their consumers.

Milka Bonibon / Mondelez
Marriage of a local and global brand

Carte d’Or Deserts / Unilever
Turkish deserts from a French Chef

Toblerone / Mondelez
Seasonal packaging design for mothers day
and new year

SAO PAULOISTANBUL JOHANNESBURGBERLINNEW YORK SHANGHAI
17–18 SEPTEMBER
Hosted by
Depot WPF | Glba Moscow

LOCAL
SECRETS
TO SHARE
David Ceradini
Founder, Ceradini Brand Design, Brooklyn New York

Crafted in America
There has been a growing trend in America to get back to the basics.
There is a new found appreciation for brands & products that are
handcrafted, locally produced & small batch which is driven by socially
conscious consumers.

What drives this trend?
• Consumers overwhelmed with too many choices
• Perception that mass over consumption is not good
for me, the world, the environment & humanity
• Being connected 24/7 drives a desire for real
experiences & engagement
• Desire for simplicity in our lives
• Nostalgia for the way things used to be

How do we see this trend playing out in
various consumer product categories?
The roots of this trend can be traced to the
US Craft Beer movement which began in
1995

Old is cool
• Sam Adams Boston Lager led the way (Brewer &
American Patriot)
• MillerCoors - Lite new design is based on
packaging from the ‘70’s
• Pabst Blue Ribbon (PBA) peak, decline, revival:
counterculture marketing of an authentic American
brand

Resurgence of Handmade
• Growth of local micro distillers
• Larger brands producing small batch
• Prohibition influences bottle structure and
label graphics which create mystique

From the farm
• Farm fresh
• Reminiscent of packaging from early years
or seen at local farmers markets
• Less processed, simple & wholesome

Local sourcing
• Buy local, organic, animal welfare, non GMO etc.
• Growth in the Farm to Table movement
• Common threads of sustainability, carbon
footprint, ethical treatment of producers and
animals
• Responsible management of food waste

Simple, real, authentic
• Chipotle raises the bar: responsible farming,
how food is grown, & how animals are raised
effects taste. Mission to make a better world
• Brands embrace retro designs
• Magazine devoted to simplifying your life

DIY (do it yourself)
• Appreciation for goods made by artisans
• Repurposing of materials, second life
• Etsy is a portal for craftsman &
entrepreneurs to sell their goods. Digital age
created platform for handmade goods

We’ve come full circle
• New appreciation for a traditional way of doing things
• More awareness of our impact on the the world
• We’ve gone from MORE, MORE, MORE to recognizing that
LESS can be more
• Shares my core values & beliefs: trust, authenticity &
transparency

LOCAL INSIGHTS +
DESIGN TRENDS
WESTERN EUROPE
Thomas Reiner
CEO Berndt+Partner, Berlin

WESTERN EUROPE
LOCAL SECRETS
DESIGN TRENDS
OUTLOOK

EU 15 States (2004)
o  over
28
oﬃcial
and
na/onal

languages

o  more
than
400
Mio
people

o  East
enlargement
to
28
states

(2004
–
2007)

Population 2015
0

20

40

60

80

100

120

DACH
France
United

Kingdom

Italy
Spain
Netherlands
Belgium

Age Structure in Germany
Average
age
of
48
years
in
Germany
in
2020

Gross Domestic Productin
US
$,
2014

0

20
000

40
000

60
000

80
000

100
000

120
000

Luxembourg
Switzerland
Netherlands
France
Italy
Portugal

Consumer Habits
0

20

40

60

80

100

120

Germany
France
United

Kingdom

Italy
Spain
Netherlands
Belgium

Per
capita
consumpUon
in
Liters,
2013

modern

indulgence

premium

good

value

speciality/

regional

tradiUon

/craXs

sustain-‐

ability

kids

fresh-‐

ness

light

SIZE
OF
MARKET
SEGMENT

Market Segments + Positioning

BRAND
PRIVATE
LABEL
BRAND

modern

indulgence

premium

good

value

speciality/

regional

tradiUon

/craXs

sustain-‐

ability

kids

fresh-‐

ness

light

Market Segments: Meat + Sausages

BRAND
PRIVATE
LABEL
BRAND

Segment: kids
modern

indulgence

premium

good

value

speciality/

regional

tradiUon

/craXs

sustain-‐

ability

kids

fresh-‐

ness

light

Segment: freshness
BRAND
PRIVATE
LABEL
BRAND

modern

indulgence

premium

good

value

speciality/

regional

tradiUon

/craXs

sustain-‐

ability

kids

fresh-‐

ness

light

Segment: light
BRAND
PRIVATE
LABEL
BRAND

modern

indulgence

premium

good

value

speciality/

regional

tradiUon

/craXs

sustain-‐

ability

kids

fresh-‐

ness

light

Segment: sustainability
BRAND
PRIVATE
LABEL
BRAND

modern

indulgence

premium

good

value

speciality/

regional

tradiUon

/craXs

sustain-‐

ability

kids

fresh-‐

ness

light

Segment: tradition/crafts
BRAND
PRIVATE
LABEL
BRAND

modern

indulgence

premium

good

value

speciality/

regional

tradiUon

/craXs

sustain-‐

ability

kids

fresh-‐

ness

light

Segment: good value
BRAND
PRIVATE
LABEL
BRAND

modern

indulgence

premium

good

value

speciality/

regional

tradiUon

/craXs

sustain-‐

ability

kids

fresh-‐

ness

light

Segment: modern indulgence
BRAND
PRIVATE
LABEL
BRAND

modern

indulgence

premium

good

value

speciality/

regional

tradiUon

/craXs

sustain-‐

ability

kids

fresh-‐

ness

light

Segment: speciality/regional
BRAND
PRIVATE
LABEL
BRAND

modern

indulgence

premium

good

value

speciality/

regional

tradiUon

/craXs

sustain-‐

ability

kids

fresh-‐

ness

light

Segment: premium
BRAND
PRIVATE
LABEL
BRAND

modern

indulgence

premium

good

value

speciality/

regional

tradiUon

/craXs

sustain-‐

ability

kids

fresh-‐

ness

light

Positioning Rügenwalder Mühle
modern

indulgence

premium

good

value

speciality/

regional

tradiUon

/craXs

sustain-‐

ability

kids

fresh-‐

ness

light

Packaging builds the bridge
between brand and consumer.

BRAND
CONSUMER

BRAND

Brand

Brand
BEFORE
RELAUNCH
AFTERWARDS

CONSUMER

Consumer

CONVENIENCE

Convenience

SUSTAINABILITY

Sustainability

Sustainability
InnovaUon

Sustainability

1850
2014

Quality

INDIVIDUALIZATION

Individualization

MATERIAL
SCIENCE

Material Science

PLAYFUL

Playful

LOCAL
SECRETS
TO SHARE
Gail Macleod
Founder

LOCAL INSIGHTS
Three distinct tiers, the lower being driven by single unit sales, such as street
hawkers, the middle income by spaza and house shops, and the top by
traditional retailers. The volumes from ‘singles’ make up almost 40% of total
volume sold. Value comes from the top tier. The model is being uptraded |
repeated in other countries on the continent.
South Africa uses single units to drive sampling and brand awareness on the
continent. Consumer driven consumer insights appear on packaging,
appetite appeal, culture and humour + global and aspiring brands.

South
Africa
has
enormous
potential to
initiate
change
in Africa
FORMAL
TRADE

INFORMAL
TRADE

Display of merchandising
Cluttered and informal – bright colours | well
known brands

Informal trade
Entrepreneurs

High volume sales through single unit
sales | aspiration to ‘swag’ brands
Convenient locations

Consumer insights, Africa is aspirational,
full of mystique and opportunity

To express the SA vision of
nourishing Southern Africa.

SMARTEEZ
They don’t follow trends, they create them: Colour, fashion and attitude –
post-apartheid style. It is a style born of a post-apartheid generation of
black teenagers who have attended multiracial schools as well as
township schools. They don’t follow trends, they create them and, “as
fast as you pin them down, they will move on to something else”. The
style has also made international waves as something uniquely South
African, albeit with some interesting parallels with the Japanese Harajuku
street-style trend.

‘generation Y’ youth subculture in
South Africa
Uses fashion to distinguish from other
spaces in society. Influencer on packaging.

Top end retail
Rich cultural mix, driving innovative solutions to
consumer needs. Disruptive packaging is a
recruiter for the new African generation.
Consumer does not want to look back at
history, they are the now and tomorrow.

The richest mile in Africa
High value, local consumers aspire to top
brands in high end retail. This is a
continental shopping destination.

LOCAL INSIGHTS
Turning South African local pride into global success. Nando’s fast food
chain into retail. Nando’s, the chicken restaurant, was founded in
Rosettenville, South Africa in 1987 by Robert Brozin and his friend
Fernando Duarte. With 1051 restaurants worldwide and 315 in the UK,
Nando’s has created a finger-licking product that the world has fallen in
love with.
Social media explodes Nando’s and consumers instagram meals.

“PROJECT
RESULTED
IN
UNPRECEDENTED
GROWTH”

LOCAL INSIGHTS
The Marula Tree (Sclerocarya birrea), sometimes called the Elephant Tree, is an African
botanical treasure steeped in culture, romance and legend. It grows only in sub-equatorial
Africa and can be found nowhere else.
At the height of the African summer, from mid-January to mid-March, a
sweet and enticingly tropical fragrance fills the air of the sub-Saharan
plains. It’s not just humans who relish the delicious wafts of sun-ripened
fruit but many of the animals of the veld: elephants, rhino, warthog,
kudu, baboons, vervet monkeys, zebra and porcupine. For that is when
the marula fruits, heavy with goodness and flavour, drop to the ground
and nature’s bounty is there for all to share.

LOCAL BECOMES GLOBAL
The brand story, the marula fruit and the African elephant combine to
become the second largest cream liqueur in the world.
The packaging drives the brand story.

•  Manufacture on elephant
•  Loss wax mould
•  ‘Sleeve’ manufacture

Technical Audit
Retail Audit
Consumer audit
•  Dramatizing the promise of a
uniquely South African
experience
•  USA shelf presence
•  Communication of the exotic
•  Competitor presence

Worlds second biggest cream liqueur
Afrocentric

Maize + yoghurt
Convenient locations

Local favourites
Rooibos Tea. High volume to middle income
consumer. Natural locally resourced
product.

Local favourites
Processed meat, high volume brand
launches new categories to grow in a
declining market.

Wellness trend
Taken 40% market share in launch year
IniUally
born
out
of
a
desire
to
help

disadvantaged
people
to
eat
more
nutriUous

food
and
to
oﬀer
them
a
chance
of
a
happy

and
healthy
‘future
life’,
the
brand
Futurelife®

has
become
one
of
the
fastest
growing
and

most
credible
health
brands
in
South
Africa.

ONE MAN’S
TRASH IS
ANOTHER MAN’S
TREASURE
Anna Lukanina, Anastasiya Tretyakova
Depot WPF, Moscow

GLOBAL TRENDS VS LOCAL TRENDS
How global trends work on local markets in order to meet the consumer
needs?
GLOBAL TERNDS
The trends that are present in
multiple countries with similar
cultural and socio-economical
development
(C)
Banana
Trends

LOCAL TRENDS
The trends that are characteristic for a
country or a region, or a
market due to local peculiarities - climate,
legal, moral and ethics, etc.

DACHA
RUSSIANS ONLY

SILVER AGERS
SILVER AGERS - senior generation that is
hedonism-inclined much more than the previous
generations.
The trend is characteristic of the Western countries
as the Silver Agers are the aging Baby Boomers.
In Russia this trend is not observed or
insignificant.

GENERATIONS FRIENDLY
SUPERMARKET
Elder generation have time for shopping.
The challenge is to facilitate the shopping
process for them

FACILITATE THE PROCESS

MAGNIFYING MIRROR AND MORE
How am I supposed to apply makeup if I
have poor eyesight?

2013 The year of selfie
The selfie is nothing new, but the trend has
exploded in recent years because of the rise of
camera phones including, most importantly, the
release of Apple’s front-facing camera in 2010.
Add Instagram filters to the mix and the world
of social media has become a hotbed for
mainstream narcissism

MOBILE PHONES PENETRATION

SAFETY SELFIE BY MINISTRY OF INTERNAL
AFFAIRS OF RUSSIAN FEDERATION
JULY 2015

SELFIE for BRANDS

SELFIE AND BRANDS

TREND: BRAND FOCUS ON LIFE OF
CONSUMERS AND THEIR INTERESTS
BIBLIOSELFIE (MOSCOW LIBRARIES – WE
HAVE BEEN CHANGED)

GLOBAL TRENDS AND LOCAL MARKET
HOW TO IMPLEMENT TRENDS IN RUSSIA
YOUR STORY
EXPERIENCES
HERITAGE AND LOCAL PRIDE

YOUR STORY: CUSTOMIZATION
NOWADAYS CONSUMERS WANT TO BE UNIQUE, ONE OF A KIND. THEY
WANT TO STAND OUT.
BRANDS THEY BUY REFLECT THEIR VALUES AND THEIR INNER WORLD.

UNUSUAL EXPERIENCE
GROWING MIDDLE CLASS IS HAPPY TO EXPLORE MATERIALISTIC
NEEDS, WHICH INCREASES DEMAND FOR GOOD SERVICE AND
ENTERTAINMENT.
o  OPEN-AIR CINEMA, SWIMMING POOLS FOR EMPLOYEES ON THE
ROOF.
o  FOOD FESTIVAL BOOM IN MOSCOW
o  CONFECTIONARY FESTIVAL, FOOD TRUCK FESTIVAL,
o  JAM FESTIVAL, ITALIAN CUISINE FESTIVAL.

Unusual experience
Stockholm Arlanda deploys food trucks to
offer the public a taste of airport cuisine

FOOD TRUCK
(TRADITIONAL RUSSIAN FOOD CONCEPT)
SOUP
BUTERBROT (SANDWICH)
KOMPOT

COFFEE ON THE GO
ST. PETERSBURG

VEGETABLE MIXES
UNIQUE COMBINATION OF TASTES

PEOPLE START LOOKING INTO THEIR ROOTS, THEIR NATIVE
TOWN, THEIR NEIGHBORHOOD, THEIR HISTORY
•  WALKING CITY TOURS (MOSCOW OF GILYAROVSKY),
•  BLOGS AND ONLINE COMMUNITIES DEDICATED TO CITY
•  NEIGHBORHOOD, LOCAL ‘ROOTS PRIDE’ BRANDS
HERITAGE AND LOCAL PRIDE

Real Russian Ketchup
For Real Russian Men

FACTS ABOUT RUSSIA
147 MLN POPULATION
180 ETHNICITIES
10 MLN MORE WOMEN THAN MEN
THE NUMBER OF TIME ZONES WAS REDUCED FROM 11 TO 9. AND IT’S
STILL A LOT
40 UNESCO BIOSPHERE RESERVES AND WORLD HERITAGE SITES
THERE ARE AT LEAST 15 CITIES IN RUSSIA REMAINING WITH THEIR NAME
AND LOCATION UNKNOWN TO PUBLIC
(C)
Banana
Trends

COMMON FEARS ABOUT GLOBAL
TRENDS
“THIS WILL REACH US IN SOME FIVE YEARS”
“GLOBAL TRENDS WORK ONLY INSIDE SADOVOYE KOLTSO MOSCOW”
“THESE TRENDS ARE RELEVANT ONLY FOR THE YOUNG AND HIP, AND
WHAT ABOUT ORDINARY PEOPLE IN THE REGIONS?”

FMCG IN RUSSIA
WHAT ARE THE RUSSIANS’ FAVOURITES?
WHY?

SEVERE RUSSIAN CLIMATE
LIMITED AGRICULTURAL POSSIBILITIES
MUCH ENERGY REQUIRED TO GET WARM

FOOD & DRINKS NEEDED TO GET
WARM
HOT = SOUPS, PORRIDGES, TEA
RICH IN CALORIES = PORRIDGES, SWEETS, BREAD, POTATOES, FAT
MEAT
STRONG SPIRITS

VAST TERRITORY
IN 1908-1914 ONLY 15% OF THE
POPULATION LIVED IN TOWNS AND 85%
SETTLED IN RURAL AREAS. IN
COMPARENCE IN GERMANY IT WAS 56%
TO 44%.

LIVIVNG IN RURAL RUSSIA IN THE
BEGINNING OF THE 20TH CENTURY
HARD WORK
OFTEN LITTLE MONEY
STRONG TRADITIONS
PLAIN FOOD

TYPICAL RUSSIAN PRODUCTS
RYE BREAD
GRAIN
MILK AND SOUR MILK PRODUCTS
ROOT VEGETABLES
PORK
JAM & HONEY

TEA, NOT COFFEE AND COCOA
TEA WAS BROUGHT TO RUSSIA A BIT
EARLIER THAN COFFEE, WAS CHEEPER
AND MUCH MORE POPULAR

FOOD IN USSR
THE FUCTION OF FOOD WAS TO GIVE
ENERGY FOR WORK

SANDWICHES
WE DIDN’T HAVE COLD CUTS OR CHEESE
PLATES. WE HAD SADWICHES
ACCOMPANIED BY TEA, NOT WINE.

WHAT HAPPENED IN THE USSR
EVERYTHING IS COMMON! NO PRIVATELY OWNED BUSINESSES
THE IRON WALL. FEW PRODUCTS WERE IMPORTED IN LOW VOLUME
DEFICIT. CANNED FOOD, SUBSTITUTES, LOW QUALITY
STRONG BRANDS

1980s now

USED TO BE GOOD IN THE USSR
SOVIET DAIRY PRODUCTS WERE GOOD
BECAUSE THEY WERE NATURAL

NOSTALGY
FAMILIAR VISUAL CODES CAN STRONGLY
PROMOTE A NEW BRAND

CHANGE EVERYTHING
IN THE 90S THE CHANGES BROUGHT NEW
POLITICS, NEW CULTURE, NEW FASHION,
NEW FOOD…

FOREIGN = GOOD!
PEOPLE DISCOVERED NEW PRODUCTS
WITH BRIGHT PACKAGING AND LATINIC
NAMES

NEW BRANDS - NEW TRADITIONS
DRINKING COFFEE BECAME POPULAR IN
RUSSIA WITH THE COMING OF GLOBAL
INSTANT COFFEE BRANDS.

TYPICAL PRODUCTS OF THE 90S
INSTANT EVERYTHING. COFFEE, TEA, JUICE, MASHED POTATOES,
NOODLES, MILK, SOUP
ARTIFICIAL FLOWERS & BRIGHT COLORS
NEW SUBSTITUTES. BUTTERINE, SOY MEAT
“BUSH LEGS”

PRESUMPTION OF GUILT

EXCUSE
CONNECTION

GETTING TO KNOW THE WORLD
FROM 2000 TO 2014 RUSSIANS
DISCOVERED TRAVELLING AND WITH IT –
NATIONAL CUISINES, TRADITIONS AND
PRODUCTS

GOOD EUROPEAN WINES

AMERICAN KETCHUP

EVEN CHINESE BEER

ORIGIN DEFINES IDENTITY
TRADITIONAL NATIONAL PRODUCTS COME
WITH THE TRADITIONAL DESIGN
FEATURES

FINE WITHOUT IMPORT
TODAY’S EMBARGO ON EUROPEAN GOODS
SPLITS BRANDS DOWN THE MIDDLE:
-  PROUD TO BE RUSSIAN
-  KEEPING EUROPEAN TRADITIONS

MAKE THE BEST OF THE PRODUCT
FIND A CREATIVE WAY TO SHOW PRODUCT
BENEFITS

DON’T BE SO SERIOUS
MAKE FUN OF THINGS PEOPLE USED TO
SEE SERIOUS

MAKE THE DESIGN RULE
PEOPLE ALREADY KNOW WHAT THEY ARE
BUYING. NOW ADD SOME ART TO IT

TELL A STORY
DON’T SPEAK ABOUT THE PRODUCT, SPEAK
ABOUT LIFE

MAKE IT SOMETHING ELSE
TO WIN THE COMPETITION IN THE
CONFECTIONARY MARKET STOP BEING
CONFECTIONARY

BE FANTASTIC
TAKE YOUR CUSTOMER TO AN IMAGINARY
WORLD

BE TRUE
AUTHENTICITY BRINGS LOYALTY

BRANDS ARE EXTREMELY IMPORTANT
PRIVATE LABEL VOLUME IN RUSSIA 2014 IS AT 6% IN MONETARY
VALUE WHILE IN EUROPE IT VARIES FROM 16% TO 45%.
RUSSIAN FMCG HISTORY MAKES PEOPLE DOUBT IN QUALITY
RUSSIANS ARE EMOTIONAL. IF YOU PROVE QUALITY, GIVE US
CONNECTION

GLBA conference in Moscow: local secrets to share // GLBA members from Russia, USA, Germany, China, Brazil, South Africa & Turkey

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