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How to create a successful brand in the frozen food market? An analytical research on the basis of analysis of experience of key Russian enterprises in branding and of perception of their trade marks by consumers

Author of the research	Proriv company
Publication date	29.01.2007
Pages	149
Number of charts	78
Number of tables	30
Number of insertions	6
Price	EURO 1500
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Methods of the research

1. Depth interviews with representatives of frozen food manufacturers, owners of brands, which became popular in the Russian frozen food market. Interviews with representatives of more than 50 companies were conducted.

2. Analysis of information regarding brands in the Russian frozen food market, which has been published in the Internet and mass media.

3. Qualitative research. Depth interviews with frozen food consumers. Sampling – 50 respondents. The goals of the interviews were the following:

* display features of consumption of different kinds of frozen food;

* determine features of perception of the most popular marks in the frozen food market;

* reveal motives of choice of frozen food marks and segmentation of consumers (at the next stage of the research) on this basis).

4. Quantitative research. Standardized interviews with frozen food consumers (representational sampling in Moscow, 1000 respondents). We pursued the following objects in this work:

* find perception maps of the most popular frozen food marks in the Moscow market. Perception maps for 16 most popular marks in Moscow were drawn up;

* evaluate proportion of buyers segments, which were found on the basis of the main choice motive;

* carry out Estimation and analysis of supplementary motives, which influence choice of a frozen food mark;

* determine socio-demographic profile of the largest segments of consumers, which have been found on the basis of the main choice motive.

Abstract

- Thinking about how to make a new successful item?

– Trying to find a brand idea which would support your enterprise?

– Looking for new flavors, shapes, names and images which would attract consumers?

– Do you want to estimate the trademark potential of the brands you are going to buy?

Get to know!!!

1. What kind of ideas, strategies and methods has made the leaders of the Russian frozen food market successful?

The key manufacturers of frozen food shared their secrets in exclusive interviews for «Proriv” and told about marketing and branding strategies which they use. Interviews with representatives of top 50 Russian companies were conducted.

2. Mistakes they have made and consequences.

3. Perception of consumers of 16 key brands in the Moscow frozen food market. Their understanding of ideas which manufacturers put in the marks and whether these ideas are important for consumers.

«Proriv” company conducted representative polling of frozen food consumers in Moscow, with total sampling 1000 respondents. On its results perception maps of 16 frozen food marks which are most popular in the Moscow market in segments ravioli, rissoles and filled pancakes were drawn up).

4. Opening of market opportunities by deeper analysis of consumers` motivation and expectations.

A unique technique of segmentation of frozen food consumers according to their motivation which is used by «Proriv” exclusively enables to identify really working strategies of brand positioning.

5. Weak points of existing marks owned by the market leaders.

6. Mark potential of top Russian brands and its real basis.

Answers to dozens of questions which are most important for your company you can find in the new outstanding research of «Proriv”.

How to create a successful brand in the frozen food market?

The goal of the research is to analyze, summarize and classify the experience of Russian enterprises in the sphere of branding on the frozen food market. The outcome of the research is the matrix of marketing research and strategies of branding which are used or may be used by the producers of frozen food on the Russian market. Thus, any enterprise after making the analysis of the contents of the present research can choose a suitable marketing or branding strategy, taking in account the particular features of its development, recourses and characteristics of expectations of frozen food consumers.

Mistakes which have been already made by the Russian frozen food manufacturers in developing brands, as well as the reasons of their success and achievements are the material which will be the most effective way to help you in creating the effective strategy for your enterprise. This kind of material is offered in the present report.

The report presents consumers` perception maps of 16 most popular Russian frozen food marks in segments of ravioli, rissoles and filled pancakes. The causes of success and failure of these brands and their future trends and potential are analyzed in detail. On the basis of the analysis carried out new market opportunities for the existing marks are described, as well as opportunities of new marks creation which will be oriented towards non-satisfied consumers’ expectations.

The description of the research results opens with examination of the Russian frozen food market tendencies. Information about market capacity and rate of growth is given. Analysis of tendencies of market development is carried out.

The structure of the frozen food market is considered by product types. Then segments of ravioli, rissoles and filled pancakes are considered in detail. By examination of each of segments tendencies of its development are described as well as competitive environment and market shares of the largest manufacturers in the Russian market entirely and in largest cities like Moscow and St.-Petersburg, consumers` preferences, consumption rate, preferred packing, the most well-known marks in the segment and structure of the segment by sale channels.

Comprehensive profiles of the most well-known frozen food manufacturers in the Russian market are represented.

Further detailed consideration and classification of the marketing and branding strategies, which are used by Russian ice cream manufacturers today, follow. Strategies are shown on examples of existing trade marks, frozen food brands.

In a separate section potentially effective strategies which are not used at present. These strategies are based on the market opportunities which were found in the research.

Then segmentation of frozen food consumers according to their motive of mark choice is given and typical marketing strategies aimed at satisfaction of needs of each group are considered.

Development strategies of the most well-known Russian marks are considered from the point of view of buyers expectations. The buyers segments have been divided according to their motivation. As arguments are used citations from depth interviews with representatives of enterprises – authors of marks as well as perception maps of marks (obtained from the polling).

Further consumers` perception of 16 most well-known Russian frozen food marks is considered in detail.

According to the above-mentioned material analytical conclusions are made about reasons for success of the most popular frozen food brands.

Finally ratings of reputation, consumption and appeal ratio are given (the indicator has been elaborated by «Proriv” specialists - it has been never proposed before) for the considered frozen food marks.

Content of the report

Introduction

Part 1. Tendencies of development of the Russian frozen food market

1. History of frozen food products

2. Economic circumstances in foodstuff markets

3. Dynamics of foodstuff consumption in relation with income level increase

4. Features of development of the frozen food market

5. Rate of growth and character of development of the Russian frozen food market

6. Major tendencies of development of the Russian frozen food market

Import

7. Structure of the frozen food market

8. Capacity of the frozen food market

9. Structure of the ravioli and rissole market

10. Segment of ravioli

а. tendencies of development of the ravioli segment

b. competitive environment in the ravioli market

c. competitive environment in the ravioli market of St.-Petersburg

d. consumers` preferences

Frequency of purchase of ravioli

preferred types of ravioli packing

e. the most well-known ravioli marks

f. structure of the ravioli segment by sale channels

11. Segment of rissole

Shares of main rissole manufacturers in the market of St.-Petersburg

12. Segment of filled pancakes

Shares of main manufacturers in the filled pancakes market of Moscow

Shares of main manufacturers in the filled pancakes market of St.-Petersburg

Shares of main manufacturers in the filled pancakes market of 11 cities with over-million population cities

Comparison of market shares of main manufacturers in the filled pancakes market of Moscow, St.-Petersburg, in 11 cities with over-million population and in 13 cities with over-million population

Part 2. Marketing strategies of frozen food manufacturers in the Russian market

1. «Who comes the second, is the last one» (bend every effort to a loose market segment)

2. Attract attention of consumers by a broad assortment of production and «original», non-standard goods

3. Developed distribution can bring fame and gain buyer’s confidence to the brand

4. differentiation by item

а. more meat in ravioli

b. new items, no analogues in the market

c. prompt response to consumers` expectations

d. ravioli with fresh meat only

e. making goods which fill niches

5. Differentiation by price (a lower price at the same quality)

Part 3. Effective branding strategies in the Russian frozen food market

1. Branding strategies in the ravioli segment

а. Strategies in the brand development which are directed to consumers, who prefer «naturalness, more «meat» taste

b. Strategies in the brand development which are directed to «conservative» consumers

c. Strategies in the brand development which are directed to «suspicious» consumers

d. Strategies in the brand development which are directed to «rational» consumers

e. Strategies in the brand development which are directed to consumers who «like «home-cooked» taste»

f. Strategies in the brand development which are directed to «experimenting» consumers

g. Strategies in the brand development which are directed to «nostalgic» consumers

2. Branding strategies in the rissole segment

а. Strategies in the brand development which are directed to «conservative» consumers

b. Strategies in the brand development which are directed to consumers, who prefer naturalness, more «meat» taste

c. Strategies in the brand development which are directed to «suspicious» consumers

d. Strategies in the brand development which are directed to «rational» consumers

e. Strategies in the brand development which are directed to consumers who «like «home-cooked» taste»

f. Strategies in the brand development which are directed to «experimenting» consumers

3. Branding strategies in the filled pancakes segment

а. Strategies in the brand development which are directed to «conservative» consumers

b. Strategies in the brand development which are directed to consumers, who choose pancakes with more «natural» filling

c. Attitude of consumers, who wish to have «more filling» in pancakes

d. Attitude of consumers, who wish to buy pancakes with a broad filling assortment

e. Attitude of consumers, who wish to buy pancakes with «original», uncommon filling

Supplement 1. «Profiles» of leaders of the Russian frozen food market

Daria

Talosto

Mirital

Russki Hit

Sibirski Gourmand (Gourmand from Siberia)

MLM

Produkty pitaniya (Foodstuff)

Morozko

Supplement 2. Knowledge which consumers possess about the most popular frozen food marks and consumption of the most popular frozen food marks in the Russian market

List of charts

List of charts
Chart 1. Major national measures in the year 2005
Chart 2. Real available cash income of the population of Russia in 2003-2006
Chart 3. Dependence of foodstuff markets development on income level of the population
Chart 4. Frozen food consumption in European countries and in Russia in 2005
Chart 5. Rate of growth of the frozen food market in the period from 2000 to 2006
Chart 6. Structure of the Russian frozen food market by volume
Chart 7. Number of consumers of main kinds of frozen meat
Chart 8. Structure of the Russian ravioli and frozen meat market by value
Chart 9. The rate of growth of the ravioli segment in correlation with the rate of growth of the whole frozen food sector in the period from 2004 to 2006
Chart 10. Market shares of the largest ravioli manufacturers by volume
Chart 11. Market shares of the largest ravioli manufacturers in St.-Petersburg by value
Chart 12. Consumption of ravioli
Chart 13. Preferred types of ravioli packing
Chart 14. Market structure by sale channels, by value
Chart 15. Consumption of different kinds of frozen food by citizens of cities with over-million population
Chart 16. Market shares of manufacturers of frozen meat semi-products
Chart 17. Market shares of manufacturers of frozen meat semi-products in St.-Petersburg, by value
Chart 18. Market shares of filled pancakes manufacturers
Chart 19. Market shares of filled pancakes manufacturers in Moscow, by value
Chart 20. Market shares of filled pancakes manufacturers in St.-Petersburg, by value
Chart 21. Market shares of filled pancakes manufacturers in 11 cities with over-million population, by value
Chart 22. Comparison of market shares of filled pancakes manufacturers in Moscow, St.-Petersburg, 11 cities with over-million population and 13 cities with over-million population, by value
Chart 23. The motives which influence the choice of the trademark by the “naturalist” consumers, who value «meat» taste
Chart 24. Socio-demographic profile of consumers, who value naturalness, «meat» taste (ravioli)
Chart 25. Consumers’ estimation of the value of «naturalness», «meat» taste in the most popular trademarks of ravioli
Chart 26. Perception map of the trademark Ot Palycha (Made by Palych)
Chart 27. Perception map of the trademark Lozhkaryov
Chart 28. The motives which influence the choice of the trademark by “conservative” consumers
Chart 29. Socio-demographic profile of “conservative” consumers (ravioli)
Chart 30. Estimation by consumers of «customary» value customary in the most popular ravioli trademarks
Chart 31. Perception map of the trademark Ostankinskie
Chart 32. Perception map of the trademarks Stolichnie and Sibirskie, made by the company Shelf
Chart 33. The motives which influence the choice of ravioli trademarks by «suspicious» consumers
Chart 34. Socio-demographic profile of «suspicious» consumers (ravioli)
Chart 35. Estimation by consumers of reliability value in the most popular ravioli trademarks
Chart 36. Perception map of the trademark 3 porosionka (3 piglets)
Chart 37. Perception map of the trademark Mirital
Chart 38. Estimation by consumers of rationality value in the most popular ravioli marks
Chart 39. Perception map of the trademark Ot Ilyinoj (Made by Ilyina)
Chart 40. Perception map of the trademark Russki Hit (Russian Hit)
Chart 41. Consumers’ estimation of «home-cooked taste» value in the most popular trademarks of ravioli
Chart 42. Consumers’ estimation of novelty value and variety of tastes in the most popular trademarks of ravioli
Chart 43. Perception map of the trademark Daria
Chart 44. Perception map of the trademark Sam Samych
Chart 45. Consumers’ estimation of the value of «nostalgia» in the most popular trademarks of ravioli
Chart 46. The motives which influence the choice of the rissoles trademark by “conservative” consumers
Chart 47. Socio-demographic profile of «conservative» consumers (rissoles)
Chart 48. Consumers’ estimation of the value of «customary» in the most popular rissoles trademarks
Chart 49. Perception map of the trademark MLM
Chart 50. The motives which influence the choice of the rissoles trademark by consumers, who value naturalness, «meat» taste
Chart 51. Socio-demographic profile of consumers, who value naturalness, «meat» taste (rissoles)
Chart 52. Estimation by consumers of customary value in the most popular rissoles trademarks
Chart 53. The motives which influence the choice of the rissoles trademark by «suspicious» consumers
Chart 54. Socio-demographic profile of «suspicious» consumers (rissoles)
Chart 55. Consumers’ estimation of the value of reliability, value of products, which are time-proved, in the most popular rissoles marks
Chart 56. Perception map of the mark Daria
Chart 57. Consumers’ estimation of rationality value in the most popular trademarks of rissoles
Chart 58. Perception map of the mark Russki Hit (Russian Hit)
Chart 59. Consumers’ estimation of the value of «home-cooked taste» in the most popular trademarks of rissoles
Chart 60. Consumers’ estimation of the value of «variety of tastes» in the most popular trademarks of rissoles
Chart 61. Perception map of the trademark Bogatyrskie (Epic Hero`)
Chart 62. The motives which influence the choice of filled pancakes by «conservative» consumers
Chart 63. Socio-demographic profile of «conservative» consumers (filled pancakes)
Chart 64. Consumers’ estimation of the «customary» value in the most popular trademarks of filled pancakes
Chart 65. Perception map of the trademark Morozko
Chart 66. Perception map of the trademark Ostankinskie
Chart 67. The motives which influence the choice of filled pancakes by consumers, who value naturalness of filling
Chart 68. Socio-demographic profile of consumers, who value naturalness of filling (filled pancakes)
Chart 69. Consumers’ estimation of the value of naturalness of filling in the most popular trademarks of filled pancakes
Chart 70. Perception map of the trademark Masteritsa (Good Hand)
Chart 71. Perception map of the trademark Daria
Chart 72. Consumers’ estimation of the value of «more filling» in the most popular trademarks of filled pancakes
Chart 73. Perception map of the trademark Produkt ot Ilyinoj (Product made by Ilyina)
Chart 74. Estimation by consumers of value of variety of fillings in the most popular trademarks of filled pancakes
Chart 75. Estimation by consumers of value of filling originality in the most popular trademarks of filled pancakes
Chart 76. Sales volume of frozen food by the company Talosto
Chart 78. Structure of the production plant of the company Katchestvennye produkty (Quality products) by kinds of products

List of tables

List of tables
Table 1. Knowledge of main Russian ravioli trademarks «without prompting»
Table 2. Segmentation of ravioli consumers by the major motivation of their choice
Table 3. Description of the segment of ravioli consumers, who value naturalness, «meat» taste
Table 4. Description of the segment of «conservative» consumers (ravioli)
Table 5. Description of the segment of «suspicious» consumers (ravioli)
Table 6. Description of the segment of «rational» consumers (ravioli)
Table 7. Description of the segment of consumers, «who like «home-cooked taste» (ravioli)
Table 8. Description of the segment of «experimenting» consumers (ravioli)
Table 9. Description of the segment of «nostalgic» consumers (ravioli)
Table 10. Segmentation of consumers of rissoles by the major motivation of their choice
Table 11. Description of the segment of «conservative» consumers (rissoles)
Table 12. Description of the segment of consumers, who value naturalness, «meat» taste (rissoles)
Table 13. Description of the segment of «suspicious» consumers (rissoles)
Table 14. Description of the segment of «rational» consumers (rissoles)
Table 15. Description of the segment of consumers, «who like «home-cooked taste» (rissoles)
Table 16. Description of the segment of «experimenting» consumers (rissoles)
Table 17. Segmentation of consumers of filled pancakes by the major motivation
Table 18. Description of the segment of consumers – «conservatives» (filled pancakes)
Table 19. Description of the segment of consumers, who choose pancakes with more «natural» filling
Table 20. Description of the segment of consumers who wish to have more filling in pancakes
Table 21. Description of the segment of consumers who wish to buy pancakes with various filling
Table 22. Description of the segment of consumers who wish to buy pancakes with more «original», various filling.
Table 23. History of the company Talosto
Table 24. Management in the company Talosto
Table 25. Sales volume of frozen food in the company Talosto by commodity groups
Table 26. Brands of the company Talosto in the frozen food market
Table 27. Popularity of Talosto brands in the frozen food market
Table 28. Knowledge which consumers possess about the most popular ravioli trademarks and consumption of these trademarks in Moscow
Table 29. Knowledge which consumers possess about the most popular rissoles trademarks and consumption of these trademarks in Moscow
Table 30. Knowledge which consumers possess about the most popular filled pancakes trademarks and consumption of these trademarks in Moscow

Insertions

Insertions
Insertion 1. When no brand is necessary
Insertion 2. Self-moulded leaders
Insertion 3. Preferences in flavors of inhabitants of different Russian regions
Insertion 4. Business is business
Insertion 5. Abramovich is tired of Daria
Insertion 6. In the ravioli semi-final

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