How does the brand enter the international market? 3 brands, 3 successful cases-new retail It is the dream of any brand creator to see products of your own brand on the shelves of European or American stores. In the hearts of many people, this is still a dream. After all, this task-creating a product that will not get lost in variety and will become a favorite of foreign buyers-is very difficult.

The preferences of Russians, relatives and friends, even then-remained largely a mystery. However, it is easier to negotiate with the domestic network only because of the common language. Here, language, aesthetics and marketing-everything is different. Each step has complex and expensive challenges.

However, many Russian brands managed to enter the basket of foreign consumers. New retail companies require entrepreneurs to share their experience in these challenging projects. We draw your attention to the stories of three brands that have taken the right steps and surpassed the Russian market.

To enter foreign markets, first, you need to achieve results in your own domestic market (unless the product is immediately recognized as a Western market). But before that, even if you just incorporate such plans into your long-term strategy, I recommend that you conduct excellent marketing research in your market segments.
In Europe, the final document should contain multiple studies for each country.

I ruled out the case of targeting only a Russian audience-Russians abroad are more likely to be conquered, and their mentality is similar to the local market. Therefore, you need to study in detail all aspects of product consumption and possible risks-the profile of the target audience, the choice of purchase motivation, competitors (direct, indirect), sales channels and types of cooperation, including profit margins and contract types Differences, demand curves, factors affecting them, opportunities for brand hubs, adaptation strategies, including localization of names and legends, labels and other creativity.

The self-economics of activities such as customs, warehouses, distributors, retailers’ mark-ups and finals should be calculated. Many times, the whole idea of ​​entering foreign markets collapsed at this stage. For example, we studied the designer socks market in 36 countries (Europe and the United States), therefore, we listed the United States as a priority area. Yes, Europe is closer, but nepotism is more common-without a good sales agent, with connections and influence in your type of retail industry, your marketing efforts (even the most harmless efforts such as exhibitions) will It is an investment in the abyss, with no prospect of return.
Have experience in bringing products to the US market. We produce oatmeal biscuits and gingerbread biscuits, and enter the US market, we decided to stick to the brand of oatmeal biscuits. The United States took about a year and a Bisbee haulers malaspina half and made a lot of preparations.
First, we conducted a desk study to understand which market segments are represented in the US market and what the prototype of consumption is.

Initially, we formed 12 positioning, communication and main information concepts, four of which were submitted to US residents for direct testing through online surveys. About 401 people participated in the test. These concepts were initially divided into samples: that is, each respondent viewed only one concept.
We prepared concepts based on research from public sources, including descriptions of mentality and preferences. One of the main assumptions is that Americans like but prefer the notion of quality. Therefore, we provide targeting options. However, the research conducted was surprised by its results-Russia is interesting, but the number one ranking is redundant. ,-Summarizes the survey participants. If the product is high quality and delicious, we don't care if it is the leader. Criticizing the other two concepts, in the end, we chose the option that caused conspiracy and emotional involvement. We use established stereotypes, but lively and humorous. Bears, nesting dolls, samovars-these are the first associations that Russia has caused among Americans. Crazy and interesting stuff. This topic is understandable to Americans and organic to them. Many companies, especially those from the energy sector, have used this positioning to enter the US market. We are not energetic people, but oatmeal cookies, so these stereotypes are partly used in packaging design. In addition, we decided not to change the brand, but to beat it. For foreigners, Russian often seems difficult, and names are difficult to pronounce. Therefore, we only need to write the brand in Latin on the packaged service panel. Therefore, we encourage buyers to try pronunciation and help transcription in some places. Therefore, our brand and packaging design are our legend-we are a bit ironic about ourselves. Based on the sales results, we can confidently say that the product is interesting. First, Scandinavian restraint and ironic design are all the rage, then taste. After all, our main task is to try something unusual. Most people who have tried oatmeal cookies enjoy it. The first batch has been exported to this year's network. In the near future, the next batch of 13 tons will be delivered, aiming to enter the new chain store, including the introduction-an operator with more than 1,111 stores. This year, the company has delivered biscuits and gingerbread to more than 2001 retail outlets in the National and National Stores. It has just begun to enter foreign markets, but a lot of work has already been done.

That is, create an infrastructure for direct sales to consumers. Both directions require a lot of investment, so we determined the areas to be addressed in advance, determined the target audience, sales and marketing channels, and worked out a budget. We are simultaneously developing the European and American markets. As part of the US 2 promotion, we have established partnerships with motorcycle brands. Most of Ural motorcycle sales are overseas, headquartered in Seattle, USA. As part of our cooperation, in November 2018, a limited edition jacket will be released from wax cotton, the design of which is based on the field jacket of a tanker. This cooperation will be showcased in 3 of the 53 distributors in the United States: New York, Seattle, Beverly Hills and Osaka, Japan.
The United States includes participation in trade shows in order to open new accounts that can be repurchased. As a result, we got extensive media coverage and talked with European buyers. By the way, it can be said that for the first time in history, a brand of Russian origin has joined. The brand displayed its 2019 summer and winter collections at the exhibition, so the brand will be launched in Paris stores starting from November 2018. In addition, we are actively promoting the brand for direct purchase in the United States, focusing on Amazon, and in the future we plan to use the "Amazon Fulfillment" and "Amazon Wardrobe" programs. These different products have a lot in common in the action plan to bring each of them to foreign markets. The main strategic similarity between all the mentioned brands is the need to study the European or American markets in order to determine the audience’s demand for the proposed product. Any manufacturer thinks that their products are perfect, which is completely natural and creates an illusion. However, it is necessary to put aside emotions through efforts of will and thoroughly understand how much products foreign buyers need.
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