Trans europa express in cultural aspects of branding - summex 2012
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Trans-Europe Express in Cultural Aspects of Branding
Mikhail Chernyshev
Croatia
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Why Transcultural communications?
How more multicultural can it get?
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How we were planting Swedish Model Into Different Russian regions
Swedish business engine
Russian regional soil
1 mistake and 1 success
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Transferring Russian/Swedish Success to Croatia
41 mistake and 1 success
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Tele2 in Search For Key to Russian Soul
Or how to combine Swedish business DNA with Russian Communication
DNA?
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«Умом Россию не понять, Аршином общим не измерить»• Different economical environment, infrastructure, values, income,
development creates a very different markets with different audience and needs
• The difference among Tele2 Russian regions: – SIM Penetration 58%-124%
– Internet usage: 7%-66%
– Living in the “central city”: 18%-56%
– Different Market Maturity
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HOW TO FIND A RIGHT RECEPY FOREACH REGION?
The Main TELE2 Russia Challenge in Marketing
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Starting Managing Borsch Challenge
More than 100 types ofBorsches are split generally in 3 directions
green spicy red
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Cluster Communication Strategy: 3 clusters
low mid
newcomer
challenger
defender
MARKET SHARE
Price Leadership Perception
mid
high
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How Should the Marketing and Communication Objectives Evolve With
The Growth?
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Business to Communication Goals B
usi
nes
s
Brand Purchase Intension
Brand Awareness
Price Leadership
Brand Attitude
Loyalty & satisfaction
Co
mm
uni
catio
n
Subscribers acquisition
RetentionARPU protection
Subscribers acquisitionARPU protection
Retention
ChallengerChallenger DefenderDefenderNewcomerNewcomer
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Marketing Communication Wrapping
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Initial Fundamental Assumption
Russians, like Swedes would go for cheap services
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Initial Fundamental Assumption
Russians, like Swedes would go for cheap services
WRONG!
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Wrong move – functional communication
Cheap should look cheap
WRONG!
WRONG!
WRONG!
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Need to find a relevant wrapping
In Sweden:
Cheap = Cool & Smart
In Russia:
Cheap = Uncool, Shame
Challenge: How To Make Cool To Pay Cheap!?
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Big Idea: “Cool Guys Don’t Pay Expensive!”
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Creative Platform: “Mafia”
Sonny
Tony
Don
• Mafia world is about money and connection
• Mafia don’t like to pay (they even take it for free)
• There are 2 Mafia’s in Russia: corrupted government, police and it’s connections (they are bad) and guerilla-mafia who tries to fight with them (Robin-hoods) TELE2
• Content on TV in Russia has tons of series of mafia (good) vs. cops (bad) and it’s combinations (e.g. Brigada)
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Mafia Tools (Ingredients) for Different Regions
VASRoaming,
Mob.Internet, WAP/GPRS
TARIFF QUALITYLOYALTY
& RETENTION
COMFORTPACKAGE
newcomer defender
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What Did Mafia Deliver To Russia(of course together with number of other initiatives)
From 2006 till 2011: – Fantastic PLP growth (highest in the group)– Increase in brand consideration– From 3 Mio to 20 Mio customers– From negative to positive EBITDA and positive CF– Russia has turn itself from “crazy investment eater” to
cash-cow
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Why wouldn’t we try this success of “Mafia” Brand Platform on another
Slavic country?
Moving “Mafia” to Croatia
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Croatia is…
A small, but VERY PROUD country
Slavic roots, but EUROPEAN (soon to be in EU) country
A country which has suffered fromwar and crime but really becoming true European member with clear European values
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Cultural context defines the perception
WRONG!
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Need to change the creative platform in Croatia
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Insight: all the best things in Croatia are
… From Croatia! Best wineBest seaBest food (did you know, that Pizza was actually invented in Croatia? ) Best clothing (did you know that Crovat (tie) came from Croatia?) Best girls (and boys)Best everything…! …
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We need to develop a LOCAL concept!
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Brand Promise Localization
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3 GREAT Local Concepts + 1 Adaptation Were Put In Tests
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Swedish Frank became Local Gregor
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GREGORFRANK
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CROATAMERICAN
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CROATIAAMERICA
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ATTITUDE
CROATIAAMERICA
ATTITUDE
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CROATIAAMERICA
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CROATIAAMERICA
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CROATIAAMERICA
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How did It Influenced Gregor Personality?
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Gregor is a bit rough around edges, his voice became deeper.• Croat men are tough (or they like to think so)!
He is a bit of a “smartarse”, his jokes balance nicely close to the edge of going rude.
Gregor is very self confident.• He is after all a full blooded Croatian manager!
Gregor likes irony and sarcasm, he finds himself funny so likes to incorporate little jokes and personal comments into any line he delivers.
• Irony and sarcasm are inevitable in Croatian humor.
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Gregor Story
39
http://www.youtube.com/watch?v=uzDPPyiq1bQ
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And Impactful 360 Launch
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Results of Brand Relaunch in Croatia
2010 2011
Best Value for Money Perception 20% 39%
Quality Perception 19% 37%
Ad Awareness (Top of Mind) 15% 49%
Market Share 12% 18%
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Conclusions
1. «Что Русскому хорошо, то Немцу – смерть»: any fundamental assumptions MUST be validated by local insights & research
2. Russian regions are fantastic in their difference! Difference between Moscow and Izhevsk is much more than between Moscow and New-York!
3. Sometimes a great adaptation can work much better than any locally produced concepts (and will save a lot of money in production) but with a RIGHT adaptation!