Market overview of the couponing business in Russia
Gutnik, Alina (2018)
Gutnik, Alina
Tampereen ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201805219358
https://urn.fi/URN:NBN:fi:amk-201805219358
Tiivistelmä
The purpose of the research was to gather information about Russian market in couponing business and to know how to get the full market potential. The research questions were what the current situation of the couponing business is, how online shopping works in Russia and how to increase brand awareness through marketing methods. The whole sector of online shopping in Russia is still on the low level of development, that is why it is important to look more detailed on the market and find new development strategies.
The topic of the thesis is directly linked to the digital industry that is why the data were collected via various online articles, books, e-books, journals, and interviews. In the research, the secondary data were mainly used and supported by quantitative research methods. Also, the research includes a qualitative research method - interview with a Team Leader of the Russian team. Statistics were based on different sources and real-life examples.
The research found that Russian market has a high potential, however, still there are some issues why people do not trust online shopping (example – delivery, timing, etc.). Moreover, it is a different culture where people are not educated enough about the ways of saving money. By building a couponing business in Russia significance goes to the cultural differences, research includes comparison with other countries.
Another significant aspect is SEO. There are many ways to improve SEO activities, however, the issue of low coupons awareness brings the websites to suffer from low traffic.
The findings also indicate the significance of marketing tools in e-commerce niche. There are main principles to succeed in e-mail marketing and social media which we are going to implement in our daily activities to see how it will affect the revenues. Affiliate marketing is really big in Russia, it is growing and developing and with the help of White Label strategies, which is the focus of the taken start-up business, it is possible to gain a strong customer base.
The topic of the thesis is directly linked to the digital industry that is why the data were collected via various online articles, books, e-books, journals, and interviews. In the research, the secondary data were mainly used and supported by quantitative research methods. Also, the research includes a qualitative research method - interview with a Team Leader of the Russian team. Statistics were based on different sources and real-life examples.
The research found that Russian market has a high potential, however, still there are some issues why people do not trust online shopping (example – delivery, timing, etc.). Moreover, it is a different culture where people are not educated enough about the ways of saving money. By building a couponing business in Russia significance goes to the cultural differences, research includes comparison with other countries.
Another significant aspect is SEO. There are many ways to improve SEO activities, however, the issue of low coupons awareness brings the websites to suffer from low traffic.
The findings also indicate the significance of marketing tools in e-commerce niche. There are main principles to succeed in e-mail marketing and social media which we are going to implement in our daily activities to see how it will affect the revenues. Affiliate marketing is really big in Russia, it is growing and developing and with the help of White Label strategies, which is the focus of the taken start-up business, it is possible to gain a strong customer base.