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The problems of entrance in to the world market - the trade relations between Russia and Europe

At this juncture, there is quite a weighty problem to entrance to the other markets and territories. For example, Russian companies, wishing to export their products to Europe, are facing essentially the same problems as western companies entering the Russian market - the attainment of new spaces.

Penetration of the domestic companies in to the foreign markets depends on how actively they operate the tools of international marketing. Now to establish trade relations is the task of all: both Russia and Europe. But how to solve this problem is still unclear. The Russian companies go to Europe for exhibitions, the European embassies organize promotional events in Russia – all this aimed to build relationships in the global market. Not the least among the tasks assigned to embassies, consulates, diplomatic institutions and missions is the promotion of national brands and search for marketing channels of goods abroad. Shopping and commercial sections of the embassies contribute to the development of market relations in many ways. Employees of the trade departments are interested in advertising product and attracting Russian investments in to the national food industry. In order to draw buyer’s attention to a brand, exhibitions are organized as well as other promotional events. Journalists are invited at seminars and workshops; all events are covered in the official websites of the embassies. What is it for? The participation in the international exhibitions is a unique marketing approach that allows company to do business in foreign territories, without changing their own rules. Here the important thing is the activity of companies in promoting their products. It is the claim for themselves, for their business.

Competence of the embassies’ trade departments often helps its domestic producers to establish channels of notification, i.e. those channels there is their business. The result of the exhibitions is the dealers’ and buyers’ attention attraction to foreign brands. If ambassadors, who are the face of the state, do not afraid to recommend the product, so it’s really high quality product. And indeed, such scheme is successful extremely. It is no mere chance the magazine covers the variety of successful exhibitions and presentations in Moscow and St. Petersburg. As it is stated in the article “The diplomatists are regaled”, there were more than a dozen major exhibitions and seminars on the positioning of foreign food products in the Russian market only for two months of this year.

At present, the exhibitions are a unique opportunity to promote not only European brands in our country, but domestic brands in Europe. It is the ideal feedback with buyers and retailers. The author of the article “The Europe’s repine” writes about how German visitors respond about Russian goods at the exhibition “Green Week”, which was being held in Berlin earlier this year.

They were approvingly speaking of sweets, bread and, of course, caviar. Lard, bacon and smoked cheese are positively viewed of as well. Those visitors who said they would not buy Russian goods, simply skeptical about their quality or adhere to a vegetarian diet.

Thus, to establish relations in the world market is possible, but it is not so easy. Unfortunately, the most companies are still passive in the Russian market – themselves producers, themselves sellers. Whether Russian manufacturers are not able enter the European market and compete with local companies? Until now, it is an open question.

More about the problems of Russia’s entering in to the world market and the problems of European producers in the domestic market read in the new issue of “Food Promotion. Prod&Prod”.