ADAPTING A FOREIGN BRAND’S MARKETING STRATEGY FOR RUSSIA

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Adapting a marketing strategy for a foreign brand in the Russian market

Distinguishing features of Eastern and Western advertising

The effectiveness of an advertising campaign relies not only on the chosen platform but also on customization. When it comes to targeting customers from diverse countries, noticeable traditional and cultural distinctions become apparent.

By examining the provided chart, we can observe the comparative TV advertisement rates across different countries, as assessed by LinkTM company Millward Brown (A/R/M/I-Marketing in Russia). Notably, Russian and Chinese advertising display a nearly identical “Easy to understand” index rating, while the British and Russian advertising exhibit comparable values for five out of the seven indexes.

Please take note of the following:

This research examined the following indexes:

  1. Branding advertising: The level of connection viewers feel with the advertised brand, rated on a 5-point scale.
  2. Persuasiveness of advertising: The percentage of individuals who are persuaded by the advertisement to either make a purchase or continue purchasing the advertised product or service.
  3. Ease of understanding the plot: Rated on a 4-point scale, indicating how easily viewers comprehend the storyline of the advertisement.
  4. Enjoyment of watching: Rated on a 5-point scale, measuring the level of pleasure viewers derive from watching the advertisement.
  5. Engagement in viewing: The level of active involvement versus passive observation, rated on a 10-point scale.
  6. Communication of the main advertising message: Indicates how effectively the advertising message is conveyed, expressed as a percentage.
  7. Reasons to believe in the advertising: The percentage of individuals who require evidence or proof before believing the claims made in the advertisement.

Source: A/R/M/I-Marketing

To observe the practical manifestation of the difference in TV advertising perception, let’s examine the contrasting commercials of the fast food chain McDonald’s in various countries. For our analysis, we have selected a McDonald’s commercial specifically from Russia.

This advertisement features the beloved character Tsar Ivan Vasilievitch, known for his comedic portrayal in a popular Soviet-era comedy.

Comparative Analysis: Commercials in Russia and the USA – Visual Depictions

(USA) Link: https://www.youtube.com/watch?v=jtdaNbcD1s8

Both the Russian and American commercials employ visual elements that hold significance for their respective audiences. In the American version, the central theme revolves around football, a sport deeply ingrained in American culture. Conversely, the Russian commercial draws upon a familiar character from a popular comedy, instantly recognizable to the viewers.

Why was this particular image chosen?

Firstly, the image establishes a direct connection with the advertised product—a specific burger boasting unique ingredients, such as traditional Russian elements like rye bread and minced beef. Secondly, it evokes a strong association with the customary Russian cuisine, evoking the nostalgia of the Tsar era.

How do the American and Russian commercials differ?

Furthermore, it is worth noting the disparity in presentation style. The Russian commercial features a concrete character, allowing viewers to personally identify with the portrayed figure, while the American counterpart adopts a more abstract approach.

Exploring the Evolution of Russian and Japanese Commercials

In this discussion, we will analyze and draw comparisons between a Russian commercial and its Japanese counterpart, both featuring captivating characters.

Analyzing the Distinctions

When comparing these two commercials, one notable difference emerges. The Japanese video character focuses directly on advertising a specific McDonald’s product, leaving no room for associative interpretations. Its primary objective is to imprint the image of a clown in the viewer’s memory. While we won’t delve into the influence of this approach on the effectiveness of Japanese advertising, let’s shift our attention to the Russian commercial.

The Russian commercial takes a different route by incorporating a well-known and beloved film character, Tsar Ivan Vasilievitch, who resonates with a wide audience spanning various age groups. This choice appeals to different generations and establishes a deeper connection with viewers.

Moreover, the Russian commercial presents itself as a short story or a mini-movie, engaging and entertaining people from diverse backgrounds. It transcends the boundaries of a mere advertisement, ensuring it doesn’t go unnoticed.

According to a previous study we examined, the “involvement” parameter in TV advertising has slightly declined in recent years. However, in contrast, the significance of the “fun” parameter has steadily increased.

Russian and Chinese commercials: evoking emotions.

Chinese television commercials are no exception when it comes to storytelling. Let’s delve into their captivating narratives.

The first noteworthy aspect is the distinct targeting strategies employed in Russia and China. In Russia, McDonald’s has garnered popularity among students by positioning itself as an affordable eatery and a conducive environment for project discussions, thanks to its provision of free Wi-Fi. Conversely, in China, McDonald’s outlets generally lack free Wi-Fi, and their prices are higher compared to other fast-food establishments. Consequently, the majority of McDonald’s customers in China are foreigners who find it challenging to acclimate to Asian cuisine.

Nevertheless, upon revisiting these commercials, a shared characteristic emerges: the prominent role of emotions in the advertising message. In the Russian commercial, we witness the emotional connection established between the Beef a la Rus burger and the broader Russian context, encompassing its history and the values held by its people. The commercial’s emotional appeal captivates viewers, while its rational elements, such as information about the meal’s ingredients and ongoing events, work in tandem to persuade potential customers to visit McDonald’s.

As depicted in the accompanying table, the emotional component proves to be an effective conduit for conveying the brand message to the target audience.

Note: The study conducted by A/R/M/I-Marketing assessed parameters such as brand memorability and the persuasiveness of advertising by analyzing the ratio of rational and emotional messages in Russian commercials. The data provided in this analysis are presented as percentages.

Russia and South Korea: a comedic touch

Now, let’s shift our focus to another McDonald’s commercial, this time hailing from South Korea.

Undoubtedly, both Russian and Korean commercials share a common thread – the inclusion of history and humor. As soon as the Tsar makes an appearance on screen, a sense of intrigue and anecdotal plot twists arise. It is evident that humorous commercials in Russia leave a much stronger impression and are more easily remembered compared to those devoid of any humor.

This trend is illustrated in the table provided below.

Note: A study conducted by A/R/M/I-Marketing assessed parameters such as brand memorability and the persuasiveness of advertising based on the presence of a humorous component. The data presented in this analysis are represented in percentages and are derived from the study of Russian commercials. Source: A/R/M/I-Marketing.

As expected, Russian television commercials share common characteristics with advertisements from other countries. However, they also possess distinctive features influenced by the globalization of markets, as demonstrated by the example of McDonald’s.

So, how can one create effective commercials for the Russian market?

Successfully entering the Russian market is closely tied to an understanding of national identity, language, and cultural traditions. If you decide to utilize TV advertising, it is essential to incorporate this knowledge into your advertising message.

Developing an impactful advertising campaign involves four key steps:

  • Understand the target audience: Conduct thorough research to gain insights into the preferences, behaviors, and needs of the Russian audience.
  • Select the appropriate advertising channel: Choose the most suitable platform or channel for disseminating your advertisements, keeping in mind the preferences and habits of the target audience.
  • Tell a captivating story: Craft a narrative that engages and resonates with the Russian audience, incorporating elements that captivate their attention and evoke their emotions.
  • Balance emotions and rationality: Ensure your commercials strike a balance between emotional appeal and rational messaging. This combination is vital for influencing consumer behavior effectively.

However, despite the apparent simplicity of these steps, you may encounter challenges when attempting to execute them and achieve your desired outcomes. In such cases, it is advisable to seek guidance from professionals who can assist you in creating an effective television campaign.