In order to understand the attitude of Russian consumers towards Neutrogena, we examined several blogs and forums. The research revealed that the overall perception of Neutrogena products by Russian consumers is considered to be strong positive. They know about dermatologists’ participation in the creation of the product formula. Furthermore, they value quality of the product. Many of them having tried one Neutrogena product, planed to try other ones. That was interesting to notice that some consumers were familiar with the product before Neutrogena was launched in Russia (“When I was offered to try Neutrogena, I agreed with pleasure, because I have known this brand long before it appeared in Russia”)
Russian consumers are familiar with
all products of Neutrogena presented in Russia and even outside Russia. The main series of Neutrogena
in Russia today is Norwegian formula, is aimed to provide care for dry and
sensitive skin, which is highly required in Russia due to the climate conditions.
Nevertheless, cleansers and lotions for deep cleaning and oil removal
of other Neutrogena’s series are presented on the market as well.What do Russian women wait from cleansers?
· Reasonable price-quality ratio
·
Satisfaction
of needs (acne, the youth of the skin)
·
Hypoallergenic
( consumers with more sensitive skin types)
·
Quality
of ingredients
·
Dermatologist
recommended products (sense of confidence and trust)
·
Stock
availability (easy purchases)
·
Promotions
(free samples, etc)
What can prevent Russian Consumers
from buying Neutrogena?
·
Brand
unawareness (medium probability)
·
Previous
negative experience with the brand (low probability)
·
Financial
instability (low to medium probability)
Sources
(all in Russian):
Hey dear team!
ОтветитьУдалитьSorry, but I'm a little bit confused - you write that "brand unawareness (medium to high probability)" is a risk factor, but at the same time you write "Russian consumers are familiar with all products of Neutrogena presented in Russia and even outside Russia". Could you, please, clarify this point?
Cheers,
Elena
Dear Elena, our point was that those Russian women who travel often are more familiar with the brand, than those who do it rarely. That's why brand awareness in Russia is not as high as we want it to be. Those Russian women who are aware of the brand mainly express their positive attitude to it, which allows us to conclude that they would positively perceive new Neutrogena's products.
УдалитьProbably, it was better to say that unawareness is medium, rather than high, but anyway, we should deal with this problem to promote Neutrogena in Russia.
I have actually one more question - how does the Neutrogena brand perception could potentially differ from the perception of the product you are suggesting to launch? Would you promotes the same values? What is you proposed positioning for WAVE?
ОтветитьУдалитьAlways ready to help, you may ask me any questions!
Elena
Elena, thank you again for your comment and for your help. The product, we are launching, differs from those which already exist on the Russian market in terms of packaging and the main message to consumer. However, the common values, such as high quality, dermatologists approval, etc. would remain the same. The information about WAVE positioning would be posted quite soon.
УдалитьHello everyone!
ОтветитьУдалитьit is very good that the russian consumers have positive attitude towards Neutrogena product line and have positive perception of the brand. These are good news for your further stratedy development! These kinds of blogs and forums is a good source of information which helps to get the feedback of your consumers.
However, were there some negative reviews from your consumers? You know that the information about what consumers dislike in the product or service is very useful as the company knows what should be changed, added, or developed in order to serve the consumers' needs better and not to lost them. Thus, if there were some negative points in the forums, these points may be the areas of improvement and consideration in the new product launch.
Tania
Hi Tania,
УдалитьThank you for your comment!
Yes, there were small percentage of negative reviews from Russian women, but the information included in them didn't reveal any areas of improvement for Neutrogena WAVE, because there is no similar cleanser on the market which could provide such a deep cleaning.
However, we realized that our product would be able to satisfy the needs of all those unhappy consumers who claimed that they were seeking for more thorough cleansers, different from ordinary soap, gel or foaming ones.