Strategies for Leveraging Packaging to Enhance Customer Loyalty in Russia

Greetings!

There is no doubt about the significance of packaging in product promotion. In fact, it serves as a vital connection between sellers and customers. When thoughtfully crafted, packaging has the power to communicate the quality and advantages of a product, while also facilitating the promotion of a new brand without the need for costly advertising campaigns.

Nevertheless, foreign manufacturers may encounter challenges when introducing their products to the Russian market!

Therefore, in order to establish your competitiveness, it is crucial to adhere to certain guidelines:

Rule #1: Incorporate Russian letters!

The majority of Russians are unfamiliar with Asian and European languages, making packaging featuring hieroglyphs or other foreign characters illegible to them. Consequently, such products are unlikely to gain popularity in Russia. An illustrative example of successful product promotion in the Russian market is the case of South Korean instant noodles “Doshirak.”

Rule #2: The packaging should have a precise translation.

In the 1990s, products from China with poorly translated text on their packaging had a detrimental effect on the reputation of Chinese manufacturers in Russia. Imagine picking up a product from the shelf and encountering a text like this: “This product is made from pure Stalinist of improved quality” (this example pertains to leather products).

It is crucial to consult not only professionals but also native speakers when translating a text. Even if a product had a certificate from a Swiss institute, not a single Russian would believe in its quality if the text on the packaging was poorly translated.

Rule #3: Embrace European Packaging Design.

While red and yellow color schemes symbolize success, luck, and prosperity in China, they may appear austere from a European standpoint. Western culture has developed its unique combinations by leveraging contrasts and correlations among primary and secondary colors within the RGB system. The most impactful designs often employ opposite hues from the color spectrum, exemplified by Gillette, or experiment with varying shades of a single color, as demonstrated by l’Oreal.

However, there are instances where exceptions to the rule can be made!

In cases where promoting a product’s Chinese origin serves as its primary selling point and a guarantee of quality, the rule can be disregarded. Take, for example, traditional tea, which enjoys immense popularity among many Russians. Over the years, the tea brands “Tyan Jen” and “Konfucyi” have achieved remarkable success in Russia by intentionally employing packaging that exudes a distinct “Chinese” style.

Hence, when promoting a product in a foreign market, it is crucial to consider local sensitivities. Consulting native speakers and local professionals on packaging design is a wise approach to avoid potential future losses.

Best regards!