Creating Brand Awareness of Pentik for Russian Customers in Finland

Abstract

This thesis was commissioned by the owner of the Pentik shop in Lappeenranta. Despite the annual growth of Russian visitors in Finland, the number of Russian customers in shops hasn't increased considerably. The aim of this work was to give suggestion on how to gain more Russian customers. That's why it was necessary to analyze Russian consumer behavior in Finland and their knowledge of Pentik brand. Theoretical part of this study was conducted by analyzing secondary data about Russian consumer behavior in common, Russian's perception of advertising and statistics of Russian visitors in Finland. The empirical part was done by interviewing Russian visitors in Finland and owners of retail shops in Lappeenranta. Both researches show that Russian visitors affect the Finnish economy during the last decade that Russian customers are potential niche for Pentik Company, but they don't have awareness of Pentik brand. However, brand is a central element in consumer market and consumer behavior in Russia. On the base of these findings integrated marketing communications were developed, as the most effective marketing tool, which are aimed to build brand awareness of Pentik for Russian customers.