21 Feb 2011

Plombir & Ice-Cream Nostalgia

When I am thinking about Russian ice-cream, the first names that comes to mind are Plombir and Eskimo
Plombir as it was during soviet times
Today the closest one to the original is "Plombir" by Pure line as seen in the first picture below. The other plombirs in the pictures below are sold today.
According to wiki, Plombir (Пломбир) originally came from France and the Russian version of "Plombir" is slightly different from the  French version.
Source: Utkonos, Tan-ayran, RusholodKraistorg, Store checks
Another example of Today Soviet ice cream nostalgia is to use Soviet cartoon characters, such as the cat named Matroskin and the polar bear named Umka.
Source: Store checks 
Cat Matroskin (soviet cartoon hero), watch this video
Umka, polar bear (soviet cartoon hero), watch this video

Here is an example of an Ice-cream ad during Soviet times

Another marketing strategy is recreating the feel of  Soviet ice-cream by making a brand name with  the word "Kopeek"
Ice-cream in Soviet times was always priced by the number of kopeeks and  the price was stable.

Nowadays, you can buy brands named as "7 Kopeek", "11 Kopeek", "20 Kopeek", "28 Kopeek" 48 Kopeek".
For Example, a Nestle Ice-cream ad today
The  Brand "48 kopeek" from Nestle, plays on nostalgia from childhood times (message "as in childchood").
In this ad: a happy couple remembers their best childhood days when they enjoyed ice-cream. Since that time there have been a lot of changes but ice-cream "48 kopeek" remains even more tasty than from childhood times. This ad brings up warm memories from the Soviet childhood - Rabbit-boy suit, Snow-flake suit, soviet film (Усатый нянь/Mustached nanny, 1977) and old friendships

I'd love to get any comments you may have

15 Feb 2011

Starbucks in Russia

Starbucks now have 43 coffee shops (Moscow and Moscow region). 
Check out the new Thermo cup from Starbucks - Matreshka

13 Feb 2011

Sweet and savoury snacks in Russia

Economic recovery and growing consumer expenditure on food are underpinning demand for sweet and savoury snacks in Russia. According to Euromonitor International's Countries & Consumers database, Russian GDP grew by 4% in real terms in 2010, reversing the 8% decline registered the previous year.

Future direction

The forecast period performance of sweet and savoury snacks is anticipated to be less dynamic than that of the review period. Sales growth will slow to a retail volume CAGR of 2% over 2010-2015 and a constant value CAGR decline of 1%.
Volume sales are set to benefit from sustained expansion of the snacking culture, particularly in rapidly developing urban areas. A gradual change in local drinking habits from spirits to beer and wine may benefit demand for savoury snacks.
Fruit snacks will continue to benefit from the growing demand for healthier products, with the category forecast to achieve the strongest growth in volume terms over 2010-2015, with a CAGR of 11%.
As the obesity rate in Russia is rising and health concerns are increasingly raised by consumer groups and the media, manufacturers may seek to start introducing a variety of healthier snacks with a lower fat and salt content. These currently have low penetration.
Segmentation will be another means to develop product offer. Snacks which appeal to children are already available, such as Bombaster from KDV Group and Kukuruznik from Russky Produkt OAO. The next step will be the introduction of snacks for other consumer groups, such as teenagers, weight watchers and families.
Gradual saturation in sweet and savoury snacks will restrain more dynamic value sales growth. Imported products will continue to lose share to local, low-cost snacks offering a good price/quality proposition. Value growth will also be constrained by expanding private label products, which are expected to gain stronger consumer acceptance.
Source http://blog.euromonitor.com
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