Trans-Europe Express in Cultural Aspects of Branding
Mikhail Chernyshev
Croatia
Why Transcultural communications?
How more multicultural can it get?
How we were planting Swedish Model Into Different Russian regions
Swedish business engine
Russian regional soil
1 mistake and 1 success
Transferring Russian/Swedish Success to Croatia
41 mistake and 1 success
Tele2 in Search For Key to Russian Soul
Or how to combine Swedish business DNA with Russian Communication
DNA?
«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
HOW TO FIND A RIGHT RECEPY FOREACH REGION?
The Main TELE2 Russia Challenge in Marketing
Starting Managing Borsch Challenge
More than 100 types ofBorsches are split generally in 3 directions
green spicy red
Cluster Communication Strategy: 3 clusters
low mid
newcomer
challenger
defender
MARKET SHARE
Price Leadership Perception
mid
high
How Should the Marketing and Communication Objectives Evolve With
The Growth?
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
Marketing Communication Wrapping
Initial Fundamental Assumption
Russians, like Swedes would go for cheap services
Initial Fundamental Assumption
Russians, like Swedes would go for cheap services
WRONG!
Wrong move – functional communication
Cheap should look cheap
WRONG!
WRONG!
WRONG!
Need to find a relevant wrapping
In Sweden:
Cheap = Cool & Smart
In Russia:
Cheap = Uncool, Shame
Challenge: How To Make Cool To Pay Cheap!?
Big Idea: “Cool Guys Don’t Pay Expensive!”
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)
Mafia Tools (Ingredients) for Different Regions
VASRoaming,
Mob.Internet, WAP/GPRS
TARIFF QUALITYLOYALTY
& RETENTION
COMFORTPACKAGE
newcomer defender
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
Why wouldn’t we try this success of “Mafia” Brand Platform on another
Slavic country?
Moving “Mafia” to Croatia
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
Cultural context defines the perception
WRONG!
Need to change the creative platform in Croatia
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…! …
We need to develop a LOCAL concept!
Brand Promise Localization
3 GREAT Local Concepts + 1 Adaptation Were Put In Tests
Swedish Frank became Local Gregor
GREGORFRANK
CROATAMERICAN
CROATIAAMERICA
ATTITUDE
CROATIAAMERICA
ATTITUDE
CROATIAAMERICA
CROATIAAMERICA
CROATIAAMERICA
How did It Influenced Gregor Personality?
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.
Gregor Story
39
http://www.youtube.com/watch?v=uzDPPyiq1bQ
And Impactful 360 Launch
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%
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!
Top Related