Marketing the Eco-Efficiency of a Finnish Product in Russia
Sattarova, Asiia (2016)
Sattarova, Asiia
Saimaan ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016060611981
https://urn.fi/URN:NBN:fi:amk-2016060611981
Tiivistelmä
The purpose of this qualitatitive research was to find the way for a Finnish company to market the eco-efficient characteristics as an advantage of their products and bring the message effectively to their consumers in Russia. The core objective was to create a strategic marketing plan; the goal was to work out an efficient strategy, practical marketing steps and effective solutions.
The first theory part focused on the comparison of general eco-awareness in Europe and Russia. The part revealed major discrepancies in attitudes and expectations of the consumers motivating a company to come up with the tailor-made marketing solutions to meet the requirements of the Russian consumers. The second part studied the concepts of strategy, planning and common strategy tools. Any business situation requires a thorough strategy as the basis to develop and implement concepts. The third theory part concentrated on eco-products’ marketing mix. This part observed the peculiar characteristics of marketing and promotion of eco-products, which differentiate them from ordinary products. The part concentrated on green 4 Ps – place, promotion, price and product; it was done to highlight the need to deliver a special marketing strategy to improve the perception of eco-products among the consumers in Russia.
The empirical part presented an analysis of Valio corporate strategy in promoting their eco-products in the Russian market. The information was gathered from an interview with the company’s representative, analysis of the company’s website, and general development of the dairy market in Saint Petersburg. To reflect on the current market situation it was important to carry out a competitor analysis and create a development plan. The development plan for eco-products relied on the analysis of a company’s internal resources and external forces affecting the overall marketing of a Finnish eco-product in Russia.
The first theory part focused on the comparison of general eco-awareness in Europe and Russia. The part revealed major discrepancies in attitudes and expectations of the consumers motivating a company to come up with the tailor-made marketing solutions to meet the requirements of the Russian consumers. The second part studied the concepts of strategy, planning and common strategy tools. Any business situation requires a thorough strategy as the basis to develop and implement concepts. The third theory part concentrated on eco-products’ marketing mix. This part observed the peculiar characteristics of marketing and promotion of eco-products, which differentiate them from ordinary products. The part concentrated on green 4 Ps – place, promotion, price and product; it was done to highlight the need to deliver a special marketing strategy to improve the perception of eco-products among the consumers in Russia.
The empirical part presented an analysis of Valio corporate strategy in promoting their eco-products in the Russian market. The information was gathered from an interview with the company’s representative, analysis of the company’s website, and general development of the dairy market in Saint Petersburg. To reflect on the current market situation it was important to carry out a competitor analysis and create a development plan. The development plan for eco-products relied on the analysis of a company’s internal resources and external forces affecting the overall marketing of a Finnish eco-product in Russia.