Who cares in a crisis, so this research companies. It is not easy , but interesting. Things change, neither the old scheme does not work, all the top managers at a loss . Some questions: what consumers today , on what they have want to spend their savings than they can attract? Stanislav Chiglintsev , Director General of the agency MASMI Ukraine, believes that the present revolutionary environment in all markets a sin not to take advantage of new brands . If not now , when?
What do you think? say
By: Stanislav, what questions customers come to the research company in a crisis? Also try to understand we were bottom or not, something to plan? SC: First, I must say that the crisis can only dissect later time. I'm scared like to compare our services with health care. So Doctors now say "the crisis was over" when the patient has recovered. Otherwise, there comes death. In the social sciences, as any fall is called the crisis a priori implying that death will come, humanity will survive. But the decline - this is not a crisis. This is just a drop. The nature, characteristics, parameters crisis, we can only describe a time. The presence of a certain stabilization of the crisis - This is not the overcoming of his own. Not having lifting. There is a curve development - it is applicable to any life cycle: the rise, rise, then peak, then decline and then plateau, falling again, and then a second wind (second youth and slight rise) and then everything - death. As a rule, before the second fall of all brand managers are beginning to reposition a brand (Send the Prince restarts, relonchi, etc.), without waiting for second wind. Ukraine is no exception - developed by the same laws. After all, what was in the Ukraine? All the years after the Soviet Union, we just went up. Even with the "opposite" Kuchma Ukraine has been ahead of the rest. However, we are always on his shirt torn - Even in Tsarist Russia. GDP growth was quite unhealthy - 12-14%. [ ,"],["http://i.domik.net/_xmlimg/xml_7a239635ef0317d1a183ff3fb73e900616092681.png ] By: The Baltic states have comparable performance. SC: But they basically grew up on finances. Russia was sitting on the raw tip. We grew in the industry. This can be a long time to argue, but the fact that all sooner or later it had collapsed. In August 2004, I said - the boys, waiting for the hryvnia to collapse. The Revolution kept the hryvnia - after a social cataclysm it just had to keep. In 2006 I gave a lecture at our Head office and talked about what we need to prepare for the fall. I called them pessimist. From 1994 to 2005 year, our agency has grown by leaps and bounds - 45% annually. We started with 95 thousand circulation, and by 2001 we have grown already up to a million. Were these unhealthy trends. In 2006, we first was falling. Granted, 2004 is a superudachnym, in spite of the simple the Orange Revolution. In 2005, the pace has slowed. The most paradoxically - in 2008 we made a record pace. We had a lift. K: In 2008? It's been quite the crisis year, when customers vengeance rolled up their marketing budgets? S.CH: Just because that we prepared for the crisis. Understand the trend. First of all, that the work on the basis of established processes in the pipeline will not be in demand. That happened in the past 30 years in the global economy, marketing, business? Standardization of all processes. The fact that we lost with the collapse of the Soviet Union. It turned out that all international companies operate on the principle of the Union. Look at these mid-level managers. Nothing can not do - Only perform the procedure. Procedure - a fool. Nothing to add. The world was bound to face a crisis. And it is too early to say on the bottom of the crisis, since there are no signs of recovery. K: But they say that at the bottom have to live - say, companies must learn to work at the minimum profitability, and then start to grow. SC: No. Inflection point come at once. As the pregnancy - either there or not. Indicator of the crisis - This is not a company that can live on this minimum. Index - death. Crisis - as any aggression - it's cathartic. Must undergo purification crisis. Cleansed of crazy salaries of extra staff. By: your customers, probably the most worried about today, as is changing their consumer? Not only in terms of income, but also preferences, behavior, mentality? SC: We're going to conduct its internal investigation - a change consumer behavior. Purchasing power has changed - it priori clear. Even if the salary remained the same, then due to inflation. But if consumer behavior has changed. And we discussed the hypothesis that behavior. First - I'm buying the same thing, but cheaper - left the supermarket, went to the market, for example. Second - buy the same thing, but smaller. Not hungry, of course. The third option - restructuring: stomach stuffed with something, and on top of buying more delicacies. Why? In a stable situation worked out stereotypes consumer loyalty to brands, imidzhzavisimost. But in the revolutionary situation, all stereotypes are crumbling. Once there was a crisis for consumers Brand began to disintegrate into its component - the same infamous 4P (product, price, place, promotion - product, price, point of sale promotions - approx. Ed.). Consumers began to ponder the fact that actually paid for. [ ,"],["http://i.domik.net/_xmlimg/xml_29ef878b438aa53a6beaa1aab288a7c268cd3dd6.png ] K: That is, we are now witnessing the birth of a new consumer model? New customer? SC: I think so. Until the mid-90s We lived in a toy shop. We all rushed to import and bright. Who would have thought about GMOs, the harmful elements? K: We have not had the experience of consumption. SC: Absolutely. But the speed of switching brands all slowed down. Why brands to expand their range - from lower to upper price segment? Because the consumer was willing to stay with your brand. Now All will be reviewed. Brands will crumble. We all talk about it, but no it does not. K: Yes, that is a time of new opportunities, have heard very many. But how to use them? SC: textbook revolutionary situation: the lower classes do not want to live in the old and upper classes can not. But no one knows how. The revolution is good, when there is an ideological basis. K: We have the same concept for the development of the country and the economy there. Everyone says its absence, but no one takes responsibility and does not create new strategy. In fact, everything was as before - the power itself, the business itself. And then the task of each individual businessman to create your own vision and strategy. And then again a question for you - the researchers - that do? All business plans this year are false, how to build a new, build on that, predict that? SC: Recipes, of course not. World, this has not seen when all the countries of the world are involved. Even in the world wars of this was not. Therefore, there is no recipe. We - the international company. Our clients - it is also international companies, and to affect our business, particularly of the global crisis. I clearly agree with this crisis in the world and internally Ukrainian. If the world is normal, then mezhunarodnye company and the Ukraine tightened. They are not only engaged in the import, manufacture and here have. In addition, if galvanized world markets, and our exporters are being reanimated. Already there are prerequisites to the fact that in 2010 will rise. By: That is nothing, in fact, with the global economy will not happen after the crisis? All will be as before? SC: Globalization will not crumble, but grow in different quality. Whereas previously the norm ratio was 80% of global business and products, respectively, and only 20% of the individual, national, then Now there's a chance that there will be more national. K: That is, we again talking about the chances for a local business? In part because the barrier to entering the market has declined? SC: Yes, this is a chance to create their unique and individual businesses. There are consumers who do not want be like everyone else, and they need to offer these niche things. True, the government should support small and medium businesses. What we are doing in their us now? We do not produce the study on the sale. Special order - The time has come indposhiva. The big companies now also have to diversify portfolios and to develop new categories, but they are afraid to take risks. But we must do, otherwise others will come and do it. By: Stas, you are constantly - Thanks to the work with focus groups - scan attitudes. The population is ready for change? Understand that the economy takes a tectonic shifts? SC: Ready to radical changes the population there. People are still thinking about how to restore what they had, wait. A month ago, we conducted a study of deposit programs. The leitmotif was this - that the crisis - this is understandable. You just tell me how much still endure. People think that everything will return to normal, continue to rely for easy money. No one is willing to say - I will review its system of consumption. That is for producers trend is quite optimistic. It is only necessary to stop harass people on TV. Here in Russia there is a daily auditory training - we are fine. And now it is even useful. By: Stas, the site's headquarters MASMI CEO of an article by Nikos Rossidesa of Islamic banking. It really is a serious movement in the financial world? SC: Major oil money today in the Middle East. It is necessary to understand and accept. Nikos was personally in contact with three Banks in Saudi Arabia. Arabs interested in giving money under management, they are used to dispose of them that way. We therefore have an interest can be mutual. By: Sunset Islamic bank in the Ukraine is a very real prospect? SC: It is - through the purchase of some existing bank. Reorientation Ukraine to the East would have been unexpected and the correct move. Surely there must be fully and clear geopolitical implications for the Arabs: Ukraine was under the influence Ottoman Empire, but from an Islamic perspective it is important to restore its dominance. You should not afraid of anything. We have a lot of myths about Islam there. But the most absolutely false. This is a very interesting religion. I I understand why so many famous people to Islam. By: Stas, now exciting time for research? SC: Of course. To produce one and the same is not interesting. And now so many new approaches. Recently We all dug in numbers and have not seen them in real life. In the 70-80th years dominated qualitative research - more than 70%. In the 90 - all has been the exact opposite: 80-85% - the quantitative study. Now things are changing in the opposite direction. Once again we are trying to understand people consumers. Dossier: [http://i.domik.net/_xmlimg/xml_6392434d121ffb932d844fc9ea914330abfecc89.png ] Stanislav Chiglintsev, general director of the agency MASMI Ukraine. Education: University. Shevchenko, Department of Psychology. Worked Research in psychology at the Academy of Sciences of Ukraine - Department of Social Psychology. Since 1994 has been working in a research group of companies MASMI.
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