As it is already was told
the wellness of population improves, what means more likely tasting new
products and changing the preferences. One of the factors influenced on this
situation is globalization and acceptance of western lifestyle. There is also
not so strict defense of private information as, for example, in Europe, so
there is more freedom in collecting information about target audience.
T There is also rather acceptable
technical development, what means easy solving the production problems,
well-developed mass-media and good level of technical competence and awareness
E Ecology pollution – is a
problem mostly perceived on personal level of small number of consumers, than
the task to solve on the Governmental level or some special organizations. Of
course there are restrictions concerned packaging and production, but it is
undoubtedly already executed. It won’t be unnecessary to remind that the demand
on cold carbonated soft-drinks depends on season.
L It is necessary to satisfy the
Government food standards, written in “ГОСТ 28188-89”.
As we see that in spite
of high risk that perceive foreign investors there are prosperous conditions of
economy, technical capabilities, and quite low or floating restrictions
concerned collecting and saving personal data, what gives more freedom in
researching the preferences of target audience. There is no such rules or
legislation about a product, which wasn’t satisfied working on European market.
Social factor are also win over the strategy of penetration.
Dr Pepper is a strong
brand with its history and clear and actual identity. It has a
potential in retention the consumers who already prefer this product to other
analogous and to attract new. For sure, this brand is able to provide the
company for needed investments and guarantee the survival of the company in
times of crisis.
There is satisfying
level of brand awareness abroad and rather good information platform
about the product in Russia.
The product has a really unique
flavor and taste that differentiate it from main competitors - Coca Cola
and Pepsi, which has similar taste and lots of consumers can’t distinguish one
As it was already told in
competitive environment analysis that the brand has a favorable image of
developed countries, where is has its market share.
The appearance of Dr
Pepper on the market will give consumers greater choice, the newness and
originality of the brand and product will give additional emotional benefits
to consumers as the consumption of drink also may be demonstrative.
The company already has an
experience of working on Russian market.
The product can’t
estimated as healthy drink what is contradict to modern concept of healthy
way of life.
There are very strong
competitors with developed distribution, best brand-equity and
bran-awareness. The market is seems too saturated, but the forecasts of
top-management of companies insure than there is a great potential for growth
and development because the consumption of carbonated soft-drinks per capita in
Europe is much higher than in Russia.
There is an opportunity to
attract Russian consumers with the help of brand-image, its identity, the
unique qualities of the product, take a satisfying market share with the
help of aggressive marketing campaigns.
The main competitors of Dr
Pepper on Russian market definitely will be very angry about the idea of
penetration and picking out their consumers. Obviously, they will try to
repeat the situation of the end of the 90th, when Dr Pepper
couldn’t stand the competition in sum with crisis, which had a great influence
on demand. So the choice of marketing strategy of the company and its financial
opportunities will mostly define the success of penetration.
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