By Maëlle Alquezar
The figures have been published. The food company Danone Unimilk has once again succeeded in its drive to export to the Russian market. In 2012 its turnover increased by 5% compared with 2011, with a figure of 79 billion RUB (i.e. £1.65 billion).
What are the reasons behind its success?
Different factors have contributed to the profitable expansion of the brand to the Russian market including a good understanding of the market and being able to successfully adapt its products. Indeed, market research allowed the company to identify the Russian clients’ expectations and, as a consequence, added garlic to its yogurts: because according to Russian customs, adding garlic protects you from getting the flu.
How can you succeed in the Russian market?
First of all, you should have expert knowledge of the market, the language and the culture of the country. Danone got to know the market, and the way they adapted their products played a big part in their success in Russia.
You might also need to consider how you present your products. Your slogan might include a play on words in your native tongue but it could be completely different in another country and your campaign could suffer as a result. That’s where a good translation company can advise you, to make sure you get the most out of your export campaign.
Interested in exporting to Russia? The South West Wales Exporters group is hosting an event on the 17th April entitled: ‘Working with the Customs Regions of Russia, Belarus and Kazhakstan’. Click here for more information.
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