Main challenge for any brand – to bring difference, to stand out in the clutter and to engage audience emotionally Marketing Director Vyacheslav Filimonov Goods for newborns market. Russia
Main challenge for any brand – to bring difference, to stand out in the clutter and to engage audience emotionally
Marketing Director Vyacheslav Filimonov
Goods for newborns market. Russia
2 2
Upper price segment
Medium price segment
Low cost price segment
Chinese no name
Goods for newborns market in Russia
Trend tracking
1. Modern moms choose their own path in life 2. Modern moms are getting older 3. Modern moms are using technological innovations 4. Modern moms are trying to achieve balance in career and
private life 5. Modern moms share their responsibilities with husbands
(wife = partner) 6. Modern moms feel guilty because they don’t devote time to
their child as much as they wanted to 7. Modern moms don’t want to lose themselves. Even in period
of maternity leave they are trying to stay social active
Modern moms are getting older
average age of moms, Russia
younger 24
25 – 29 y.o.
30 – 34 y.o.
35 – 39 y.o.
40+
Trend tracking
Shopping for babies
Baby care
Education
Modern moms share their responsibilities with husbands (wife = partner) Dads are more involved in process of rising a child
Trend tracking
Priority factors of choice
Factors of choice, rating 9-10 Vert% Delta%
Producing country is credible
Baby likes
Does not spoil the bite
Recommendations of friends and relatives
Affordable price
Environmentally-friendly materials
Doesn’t emit colics
Good design
Easy to find in stores
Teat’s shape
Attractive advertisement
Wide assortment
Doctors recommend
Famous brand
Brand is credible
Positive reviews on the Internet
79
84
37
58
86
61
48
51
63
18
46
47
39
2450
54
Feeding accessories
10
1
-1
8
3
1
-1
-1
6
1
46
13
5
13
7
19
49 % of Russian women are not satisfied with their sex lives 15% of Russian couples get divorced because of sex problems 87% of Russian women watch adult movies and ......they watch it longer then men
Interesting facts about target group:
….Attractive eye stopper?
It’s evident that all care for a baby during its first year of life lie on a mother. Of course it’s a time filled with happiness and joyful moments. But at the same time surely it has its other side bringing fatigue, lack of sleep, communication and social life. Any mother always appreciates it a lot to get her relative’s support, especially when it comes from a child’s loving father. I would like to show people that fathers love their babies with the same passion as mothers do. And though they can’t be with their children every moment, they miss them and always have them in their minds. Children goods market is quite active in Russia and the number of brands and categories that are widely advertised is pretty large. That’s why one of the main goals of our campaign is to bring difference, to stand out in the clutter and to engage audience emotionally.
Backstage video: https://youtu.be/V251em4VKrI
- Is it daring? - YES!