Market research of the Russian Alcohol Market for a New French Champaign Brand «MENOR»
Khodova, Anastasiia (2016)
Jyväskylän ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016121921021
https://urn.fi/URN:NBN:fi:amk-2016121921021
Tiivistelmä
The aim of this thesis was to study the alcohol market in Russian Federation for the new French champagne brand MENOR. The research was conducted over a period of past 7 years with additional historical dates of past 30 years. The main objective was to define the Russian alcohol market and its development, in addition to clarify whether the market is open and relevant to work with the imported brands. Therefore the research questions are: What is the alcohol market in Russia? How the alcohol market has been developed already? Is it an achievable market to import?
The literature review covers the market segmentation and its dimensions theory. The research is based on the primary data collection in addition with secondary data. Survey has been created in order to define the customers’ opinion and needs according to the chosen market. These methods allow to collect and analyze a large amount of data and to create a pure research.
The results of the research demonstrate the development of the foreign brands within the Russian alcohol market. It shows the opportunity for the imported brands to gain loyal customers. The threats of the market are the governmental laws that have been restricted, in addition with high competition. The research shows that the main customers of champagne are women however the purchasing person is often a man. Competitors’ analysis shows the possible competitors to face to while/if entering the Russian market. Based on the results, the recommendations have been implemented that can aid MENOR brand to visualize the market situation, create a forecast for the development, reach the target audience by using the correct marketing strategy.
The literature review covers the market segmentation and its dimensions theory. The research is based on the primary data collection in addition with secondary data. Survey has been created in order to define the customers’ opinion and needs according to the chosen market. These methods allow to collect and analyze a large amount of data and to create a pure research.
The results of the research demonstrate the development of the foreign brands within the Russian alcohol market. It shows the opportunity for the imported brands to gain loyal customers. The threats of the market are the governmental laws that have been restricted, in addition with high competition. The research shows that the main customers of champagne are women however the purchasing person is often a man. Competitors’ analysis shows the possible competitors to face to while/if entering the Russian market. Based on the results, the recommendations have been implemented that can aid MENOR brand to visualize the market situation, create a forecast for the development, reach the target audience by using the correct marketing strategy.