We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
Already have an account? Sign in.

 Remember Me | Forgot Your Password?

Consumer Research And Targeted Marketing Help Western Consumer Goods Companies Flourish In Russia

August 3, 2011: 12:08 AM EST
Western consumer packaged goods companies are investing in consumer research to adapt their marketing campaigns to local conditions in Russia. Reckitt Benckiser spends around 12 percent of its $440 million revenue from the former Soviet countries on consumer research and marketing, an investment that helped the company launch a successful advertising campaign for its Calgonit dishwasher tablets after research found that Russian women spend inordinate amounts of time on washing dishes because dishwashers are not common in Russian homes. The company also found success in marketing its Clearasil anti-acne treatment although Russian teenagers had been using soap and water until ten years ago. Unilever signed up Russian celebrity Vera Brezhneva to endorse its Rexona deodorant after research showed majority of Russian women viewed her as their ideal of a perfect woman.
Khristina Narizhnaya, "Consumer Companies Teach Western Ways to Russians", The St. Petersburg Times, August 03, 2011, © The St. Petersburg Times
Focus Areas
Companies, Organizations
Market News
Marketing & Advertising
Developed by Yuri Ingultsov Software Lab.