Cardiff University: Strategic Marketing Plan for Fancy Cola in Russia

This report details a strategic marketing plan for introducing the UK soft drink, Fancy Cola, into the Russian market. It begins with a macro analysis of the Russian market, considering political, economic, social, technological, environmental, and legal factors (PESTLE analysis) to identify key trends and opportunities. The report then provides specific recommendations for marketing strategies, particularly focusing on online marketing tactics, such as social media engagement, email marketing, and blog creation tailored for the Russian audience. Furthermore, it suggests media and communication strategies, emphasizing high-value events, leveraging Russian cultural icons, and respecting the Russian language and culture. The recommendations include how to best target the Russian consumer, how to utilize social media marketing and how to best communicate with the Russian audience. The report concludes with recommendations regarding the expansion strategy of the business into the Russian market.

Running head: STRATEGIC MARKETING MANAGEMENT
Strategic Marketing Management
Name of the Student
Name of the University
Author Note

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Introduction
The Russian market comprises of as many as 140 million people, given that it is often
regarded as one of the largest countries in the world in terms of geographic extent and total
area, taking up as much as one ninth of the total surface area on the face of this earth (Alff
2016). Russia serves as an attractive destination for exporters by virtue of the fact that it
offers exciting and fast growing opportunities for market growth and expansion in a variety
of industrial segments. The infrastructure development agenda and the economic reforms that
have been undertaken by the Russian government in the recent past has only managed to
increase the appetite of 140 million consumers, for high quality products and services, which
in turn has led to an ever growing demand for international expertise when it comes to the
marketing and launching of different types of businesses and the promotion of business
enterprise (Fey et al. 2016). Russia offers the largest growing market in Europe in particular
for the food and drinks sector. This specific sector relies very heavily on imports. The retail
market in Russia is also the largest in the whole world, having passed countries like Italy,
Brazil, Spain and Mexico very recently in this respect. It is also important to remember that
UK Companies are adequately positioned for supporting Russian ambitions in many different
areas such as education, energy efficiency, publishing and agriculture among others
(Grigorenko et al. 2016). This report prepares a marketing plan for introducing a UK soft
drink, Fancy Cola, into the Russian market. For this purpose, the report engages in an in-
depth macro analysis of the Russian market, and provides recommendations for possible
marketing strategies in Russia, with special reference to online marketing and marketing
through the use of media and communication tools.
Macro Analysis of the Russian Market

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Political Factors – An open ended foreign relationship strategy and the encouragement of
foreign direct investment on the part of the Russian administration is something that is greatly
beneficial for foreign companies looking to enter the Russian market. A friendly approach on
the part of the Russian administration is what is needed in order for investors and marketers
from foreign companies to launch their products and services in the Russian market with the
intention of gaining the maximum profit upon doing so. Reduction in duties and tariff rates
for foreign investors and the open and welcoming approach on the part of the Russian
government towards foreign trade and investment makes it ideal for a UK Company like
Fancy Cola to launch its products for the first time ever in the Russian market (Gurkov 2016).
Economic Factors – The economy of the country of Russia is one that is entirely dependent
on natural resources. It is also important to note that the Russian economy is one that is
continuously growing and developing. Two of the major resources of the country are natural
gas and oil. As such the economy of Russia is quite a stable one and it is not prone to
fluctuations of any sort. A UK based company like Fancy Cola will definitely come across a
non-restrictive and flexible economic environment in which to do business in, should it
consider the idea of expanding into Russia (Kudrin and Gurvich 2016).
Social Factors – Society in modern day Russia has progressed a great deal from what it had
been under the leadership of the Tsars and even under the communist regime. Modern society
in Russia is a capitalist society, with the average person in Russia having a high desire to
embrace an ambitious lifestyle, earn enough money and be in a position to afford high quality
goods and services. There is definitely a huge attraction on the part of Russian consumers
towards foreign products and services. It will therefore not be difficult for a UK based
company like Fancy Cola to locate the target market that it needs in the country of Russia and
sell its cola drinks with success (Laine and Galkina 2017).

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Technological Factors – Russia is a country that has been advanced technologically for quite
some time now. Technological developments having been taking place in the nation ever
since the onset of the 18th century with major developments having been undertaken in the
domains of mathematics and chemistry. When it comes to marketing in particular, the use of
apps, and technological products like point of sales software is very common in the Russian
market and can be easily utilized on the part of the Fancy Cola Company to run its business
operations in Russia with much success. Most consumers in Russia are familiar with the use
of mobile and computer technology and make use of apps for ordering in goods and services
from online stores or platforms (Laine and Galkina 2017).
Environmental Factors – A healthy natural environment is something that investors are
likely to come across when they expand to a market like Russia. A concern for the
environment is something that is highly prevalent in Russian society with every effort being
made to avoid air pollution, soil pollution and water pollution on the part of the Russian
administration. Garbage disposals are carried out in an organized and timely manner in
Russian residential neighborhoods and the recycling of goods and services is something that
is very common in Russian cities and towns. A UK based company like Fancy Cola will have
to be mindful for such a careful approach towards and concern for the environment when
functioning in Russia and will have to take care with the disposal of wastes to prevent
pollution from spreading or even being generated as it can invite punitive action upon doing
so (Panibratov 2015).
Legal Factors – The legal system in the country of Russia is one that is very similar to that
of the western countries. It differs widely from the legal system that prevailed under the
leadership of the Czars or under the Communist regime for that matter. A democratic mode
of governance and legislation is what is seen to be in existence in Russia today. The laws of
the land are those that are favorably disposed towards foreign investment and trade, with

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every effort being made on the part of the Russian administration to avoid imposing legal
burdens on foreign trading companies. Fancy Cola is therefore not a company that is likely to
face too many legal constraints or restrictions when it expands into the Russian market,
whether for the short or the long term (Panibratov 2017).
2. Recommendations on Marketing Strategies in Russia
a. Recommendations on Online Marketing Strategies
The use of social media is quite rampant among Russian consumers today. It is therefore
ideal for a UK based company like Fancy Cola to cash in on the use of social media and
market its soft drink among Russian consumers through the use of social media networks like
Facebook and Twitter. One of the biggest advantages associated with the use of social media
platforms such as Facebook, Twitter or Instagram likes in the fact that it positions a company
like Fancy Cola to reach out to a wide customer base in the country in a very limited period
of time (Panibratov 2017). Fancy Cola can make its product accessible to hundreds and
thousands of Russian consumers in a matter of just a few minutes by setting up promotional
pages on Facebook and Twitter and even Instagram. The use of social media is also quite
inexpensive if not free for the most part, as a result of which a UK Company like Fancy Cola
can save a lot of money on its marketing and promotional activities when expanding into
Russia (Pavlenko 2017).
Email marketing services is also something that Fancy Cola as a company can take
recourse to in order to market its soft drink in the best possible way. The email addresses of
consumers can be procured by distributing leaflets at Russian malls and shopping centers.
Email marketing is also something that is likely to help the Fancy Cola Company advertise its

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cola drink among interested Russian consumers in a limited period of time and in the most
cost effective way (Kudrin and Gurvich 2016).
Since most Russian consumers are seen to do their shopping online today, it would be
worthwhile on the part of the Fancy Cola Company to create blogs about its product that cater
specifically to the Russian audience. The blogs should be designed in both Russian and
English language so that these may be easily comprehended by Russian consumers upon
being viewed. The blogs should also be limited in number so that Russian consumers do not
get confused about what it is that is being marketed by the Fancy Cola Company. Every
effort needs to be made on the part of Fancy Cola to use attractive images and catchy tag
lines that are likely to immediately catch the attention and the interest of Russian consumers
when viewed. For instance, the amazing benefits of drinking Fancy Cola in the hot months of
summer can be well highlighted in these blogs (Peshkova et al. 2016).
b. Recommendations on Marketing Strategies with reference to Media and
Communication
When it comes to recommending marketing strategies with reference to media and
communication in particular, the following should be considered by the Fancy Cola Company
when expanding into Russia
High Value Strategies
Efforts need to be made on the part of Fancy Cola to promote its soft drink at events
of high value such as the Olympic Games in Russia or any other international sporting event
that is being held in the country given that the consumption of soft drinks and sporting events
is something that is synonymous. Fancy Cola is certain to be able to locate a large number of
buyers for its soft drink when rigorously advertising its products at national and international

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sporting events in the country through the use of posters and leaflets, and free sample soft
drinks for consumers to taste (Roschanka and Evans 2015).
Heroes
Fancy Cola should rope in Russian sport stars and film stars if need be, and if its
budget permits it to do so, in order to enhance the appeal of its soft drink among Russian
consumers. There is quite a frenzy among Russian people for film stars and sports stars and if
such famous people are made to take part in advertising campaigns for Fancy Cola, then the
company is likely to be able to sell its products quite well in the Russian market, if not
exceedingly well (Stivachtis 2015).
Rituals
Russia although heavily influenced by westernization, is at the end of the day a
country that is quite traditional. Hence the Fancy Cola Company can take advantage of this
and market its cola drink at traditional Russian festivals and during folk events in Russia,
which are likely to be attended by large numbers of people, serving as the perfect destination
for making this drink known or familiar among the Russian people (Thurner et al. 2015).
Language and Culture
Special respect needs to be paid to the Russian language when marketing a foreign
product in the country. A UK based company such as Fancy Cola should take cognizance of
the fact that while English is spoken in Russia, the common people prefer to communicate in
their mother tongue. Fancy Cola therefore needs to go ahead and recruit Russian interpreters
and foreign language specialists in order to design and implement advertising campaigns in
both Russian and English, with special emphasis being laid on the use of Russian catch words

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and Russian dialects, for marketing the cola drink in the country in the best way possible
(Wilson 2016).
3. Recommendations in Relation to Expansion Strategy
An expansion into the Russian marketing is something that definitely needs to be considered
on the part of the Fancy Cola Company for the following reasons
 The government of the country is friendly and flexible towards foreign direct
investment and encourages foreign investors to come and set up a business in the
country as and when desired. The Russian consumers are highly attracted by foreign
products and services and are therefore likely to find huge interest in a soft drink like
Fancy Cola when it is launched in the Russian market (Wu et al. 2016).
 High value events are held in Russia on a regular basis, which serve as the perfect
ground for a company like Fancy Cola to market its soft drink in the most effective
way. Sporting events, and international sporting events in particular are held in Russia
on a regular basis and which are likely to be the perfect locations for promoting a soft
drink, giving the traditional linkage between sport and beverages like soft drinks all
over the world (Thurner et al. 2016).
 The laws of the land are not likely to impose restrictions of any sort on foreign
investors. There are no stringent agreements that a company like Fancy Cola will be
made to adhere to when trading in Russia (Panibratov 2015).
 Russia does have an ever growing market as far as the food and beverages sector is
concerned. Given the huge attraction for food and drinks among Russian consumers,
and the huge interest as well in foreign products and services in general, a company

8STRATEGIC MARKETING MANAGEMENT
like Fancy Cola is more than likely to locate the target market that it needs to sell its
beverage well enough in Russian cities and towns. The beverage is certain to do well
in Russia provided its tastes good and feels good for the Russian people (Panibratov
2017).
 By utilizing intelligent strategies like making use of interpreters to design advertising
campaigns, that is strategies that make specific use of the Russian language for the
promotion of the Cola drink, the Fancy Cola company can definitely be able to gain
from its expansion into the Russian market by getting people in the country to take an
interest in its product. If the advertising campaigns are structured in Russian language
in addition to English, the Russian consumers will be more welcoming in their
approach towards the product and will want to try it out at the earliest possible
opportunity (Pavlenko 2017).
Conclusion
Thus, expanding into the Russian marketing for a UK based company like Fancy Cola
is something that is most definitely feasible for a variety of reasons. The Russian government
and the Russian market in particular are quite favorable towards foreign goods and services.
High value events are held in Russia frequently that can be used by Fancy Cola to advertise
its beverage among a wide target audience. The use of social media is rampant among the
Russian people today, so the online marketing strategies that are designed to promote and sell
Fancy Cola are most certainly likely to work.

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