Industrial Placement Report

5. May 2011

 

Assignment#4

1. Segmentation of the market in Russia.
2. Contacting participants of Dolce Vita workshop in Copenhagen in order to find out about their criteria of customer segmentation and offer cooperation in organizing tours in Denmark for their clients.
3. Contacted via telephone Andrey Kozlov, project manager, S7 TICKET, Russia, Moscow, Domodedovo airport, DAT-2, off. 427, T.(495)795-3824, e-mail: a.i.kozlov@s7.ru, www.s7.ru
4. S7 project manager is being sent an invitation to B2B, B2C sales in connection with the State Visit and presentation of several key industries:

• Tourism
• Transportation
• Retail
• Energy and Environment
• Agriculture and Food Production
• Healthcare

                 He is also being offered to have a company’s stand at the sales.

5. Company’s director of sales and marketing is preparing a message with invitation and a proposal for cooperation with the major key Russian business travel and MICE companies for massive distribution.

 

6. May 2011

• Working out a formal invitation to S7, Andrei Kozlov.

• Coordinating press-release with the Danish Trade Council in Moscow, Jens Thomsen.
• Getting S7 RUSSIAN MARKET SEGMENTATION, Andrei Kozlov.
• Distributing Dolce Vita workshop offer from Robinson Scandinavia A/S to the participants, Peer Kjaer.

 

9. May 2011

• S7 one of the big tour operators, has been send an invitation, a press-release and a sample of a Robinson’s brand for City breaks Copenhagen to be put on the www.s7.ru 
• Discussions on Russian customers.
• Consultations.

 

10. May 2011

• Announce of the Event is posted on http://www.forsmi.ru/cabinet/sann   Material with accreditation details is currently on moderation. It can be edited and published in Blocks: Urgent, Current Events, Interesting.
• S7, city breaks – Andrei.

11.   May 2011

• Office meeting on the expediency of organizing a social network club on the company’s site. Objective: to boost the sales of the product¹⁸ and attract new customers in 2011 – 2014. For 2012 organize 2750 Russian tourists to visit Denmark (Sjælland).
• Kinky name for a club.
• It must be a friendship club with abilities: to forum, to chat, to post statements, to receive feedbacks, to exchange music, videos, photographs.
• It must be an umbrella internet resource for social media network.
• Lego land clubs. Children and their parents.

16 May 2011

Interview with Peer Kjaer, Director of Sales and Marketing, Robinson Scandinavia A/S

• International Sales and Marketing regarding Russian customers/partners.  
• Organization of more feedback interactions – recommended management action.
• Theoretical proves:

The traveler’s purchase cycle.

• The Epteca Model “Tap into new segments, enhanced customer interaction, higher revenues”
• Kotler, Gronroos, Hollendsen.

17 May 2011

• Meeting. Agenda: Russian version of company’s site
• 1^st newsletter
• Distribution of Invitation
• Database of customers and partners (Irina, distribution from Dina’s PC)
• Ukrainian TV Crew

18 May 2011

• Updating customer’s database + Dolce Vita workshop participants
• Send formal proposal to S7 to include Citi breaks Copenhagen and Legoland Robinson Scandinavia (prices has to be recalculated + S7’s markup)
• Proposal to create news and call for discussions about the Danish State Visit in Live Journal – active social network system.

 

19 May 2011

• For tourism, post crises 2011 year promises to be much better than 2010.  As tourism industry was hard hit by the crises of 2009 in USA. See company’s Income statement 2009, 2010.
• Meeting
• Ukrainian TV crew from Kiev: producer, journalist, cameraman.
• 3 hours in total journalists’ reportages about Denmark: Zealand, Fyn, Jutland.

23 May 2011

• http://www.forsmi.ru  Writing a presentation for Press - company’s campaign for increasing level of sales of Danish tourist products in Russia, event in GUM, Moscow information and Press accreditation details. Presentation is send to moderation.
• Updating information as more Danish companies and organizations are willing to take part in the events and meetings of State Visit in September 2011.

    24 May 2011

• Creating an event in Facebook.
• Preparing photographic/video/audio backing of the event.

 

26 May 2011

• Questionary on Intercultural Negotiations/Communication to Tourism Intelligence Institute, Tue
• Interview on Intercultural Negotiations/Communication with Tue Paarup the director of Tourism Intelligence Institute
• Kontrast TV Channel

31 May 2011

• Working with Ukrainian TV Channel 1
• Stories: European Sperm Bank, Blitz Interviews in the streets of Copenhagen, Interview with Allan L. Agerholm, Managing director of Copenhagen Towers Hotel, Crowne Plaza, Copenhagen S.

Evaluation of the past period in proportion to the overall plan and status on the project is excellent. The placement proceeds according to the plan. Status on the concrete project and a problem statement please see on page 1.

Several Russian and Ukrainian TV crews are working on the stories from Denmark – this will contribute to the objective of attracting more tourists to Denmark from Russia and Ukraine.

06 June 2011

• TV program Kontrast, coordination of the visit to Denmark.
• Visas to Russia for Robinson Scandinavia clients. Consulate.

07 June 2011

• Coordinating a filming plan with Kontrast TV crew and the leadership of the company.

08 June 2011

• ‘Fornyelse og vækst i Dansk Turisme’,  Økonomi- og Erhvervsministeriet, Juni 2011

 

• Propose better knowledge of Denmark in Russia.  Danish government invested 210 million kr according to business plan – global markedsføring of Denmark in 2011 – 2012.
• 32 mio.kr. Investment especially disposed for attraction of more tourists to Denmark.

 

• Consultation on Channel 3 capacity, auditorium, themes and content.
• Meeting on Kontrast TV crew visit to Denmark. 2 programs, 46 minutes each, 20 five-minute episodes on various themes in Denmark.
• Preparing itinerary, logistics and rational transportation for the journalists’ tour.
• Defining themes they would like to cover in Denmark.

14 June 2011

• TV program ‘Kontrast’, Russian TV, approval of episodes and themes, technical details – equipment.

15 June 2011

• Working out TV Kontrast filming crew itinerary and episodes program.

16 June 2011

• Preparing an episode for filming on St Hans Day in Copenhagen, Frederiksberg.
• Press – release about St Hans Day for media.

21 June 2011 

• Working out a program for the filming crew, Russian TV Channel 3, travel/entertaining/learning program ‘Daleko I eshe dalshe’ – ‘Far away and even further’.

 

24/06: A visit to Smørrebrød café kitchen, A visit to astronomical clock in the city hall, city. 

25/06: Pipe Sweepers School. 

26/06: National Clothes Shop, Viking Festival in Frederikssund.

 

28/06: Jelling stone 

29/06: Legoland, Billund. 

30/06: Fyn, Odense, H.C. Andersen

28 June 2011

Russian TV3 Channel TV company Contrast, program ‘Far away and even further ‘with famous TV host Michael Kozhuhov filmed episodes and made interviews on locations with the Danes.

TV stand-ups¹⁹ were filmed in the locations of Nyhavn, little Mermaid, on a boat across the Copenhagen channels. A special attention has been given to the Viking festival in Frederikssund which celebrated its 60ith jubilee this year. The Viking play ‘Arnuf the wolf’s blood’ was attended as well as the Viking market. Russian TV host met the leaders of the Viking cult and was invited take part in their ritual.

Toms group candy production management kindly provided an access of Russian TV crew to the factory and lakrids candy lane production workshops and answered the questions about the production. The TV crew made filming of various historical locations in Copenhagen and made an interview with the owner of the bicycle shop in Nørrebro.

Journalist feedback: journalists’  expectations found a good match in actual covering of materials.  

Interview #1

Mon, May 16, 2011 10:51:54 AM

SV: Dmitri - International Sales and Marketing Interview regarding Russian customers/partners

 

Dear Dmitri 
 
My immediate answers below in 
 
-----Oprindelig meddelelse----- 
Fra: Dmitri Goujov [mailto:dimi42@yahoo.com]  
Sendt: 15. maj 2011 16:01 
Til: pkj@robinson.dk 
Emne: Dmitri - International Sales and Marketing Interview regarding Russian customers/partners 
 
 
Hi Peer, 
 
I am writing a culture project for the Hotel&Restaurant College on "Customers  
with different cultural backgrounds". I am relating it not only to the theory  
but also to practical  
 
 
objective - to sell more of the tourist product to Russian customers - with the  
future perspectives and long-term orientation. 
 
 
Please answer these questions and I will incorporate the right theories for  
future work. 
 
INTERNATIONAL SALES AND MARKETING REGARDING RUSSIAN CUSTOMERS 
 
1) When and what new approaches in Sales and Marketing have been worked out  
regarding Russian customers?

Since 1976 the company worked on potential customers in former SU countries.  
In 2004-5, the company slowly started getting requests from Russian and Ukrainian travel companies.   
In 2005 we joined the first Visit Denmark campaign, which was investigating the possibilities for travel from those countries. 
In 2006 we hired the first Russian speaking staff to be in charge of the Russian speaking markets.  
In 2008 we hired one more Russian speaking staff.  
 
2) What is being done for a design quality of tourist products for Russian  
customers? 
All our products are designed in close cooperation with travel partners. The products are always tailor made towards the clients’ requests, or at least in close dialogue, so we are sure that the products match the cultures and special demands.  
 
3) Which tourist products satisfy functional (like clothes) and social (like  
fashion) needs of the Russian customers? 
 
We don´t yet see any specific demands yet, as the majority of Russian tourist right now, mainly arrive to Denmark on cheap bus tours, and mainly buy sweaters.   
We do see a slow upward trend in demand for programs, which included Danish fashion and design, but we cannot see any significant raise in the purchase of these products yet.  
 
4) What are your own cultural choices and preferences in dealing with the  
Russian customers/partners? 
 
I am very focused on the clients’ demands.  In my opinion Russians are easy to deal with.  It takes time and hard work to get the clients attention, and get them to buy from us, but once they trust us, they work with from us for a long time.  
 
Once we get to know the Russians on a more personal basis, they are very open, cooperative, friendly and intelligent. They are very eager to engage in discussions, and have a very clear opinion on what they want. They seem to be very well educated and knowledgeable.  
 
5) What is your own cultural awareness in trading with Russian  
customers/partners? 
 
I have made a few but very good friends, which over the years have become private friends, with whom we also go on holiday, if time permits.  
 
6) Involvement of Russian mass media and TV is quite an innovation. Could you  
please comment on the results of such involvement? 
 
We know the markets and its trends very well, as we read and study the markets in details.  
We see that Denmark is lacking behind in real increase in Russian speaking travelers, and we know from our partners that the demand for tours to Denmark is low.   
 
We want to create more demand for travel to Denmark. Studying the different communication platforms in Russia, we believe that television is still the number one decision maker for travel.  We therefore try hard to send as many programs on Russians TV stations. The programs are very different, but the idea is to initially create a basic awareness of Denmark as an interesting travel destination. We started this in 2010. 
 
In 2011, we continue the TV programs, but upgrade with focus on written media as well as social media.   
 
7) What cultural values are determining your ways of management? 
Education and democracy. Introvert openness - naïve . 
 
8) Does the company gets a feedback from Russian customers? If yes, please  
specify what type of a feedback. 
 
Very rarely - only if something goes wrong.   
 
9) What is being done in terms of advising customers in how to address service  
personnel? (f.ex.: tipping in taxies, hotels, restaurants) 
 
Nothing at the moment 
 
10) What are your expectations of Russian Business - To - Business arena? 
 
Our overall goal for business from Russian speaking countries is to have a section with 3-5 people - operation, sales production and communication. The turn over from these markets must be DKK 10-15 million per year to achieve this. This goal must be achieved by the end of the project DIRRID. 
 
11) What cultural differences are being taken into consideration when trading  
with Russian customers/partners? 
 
By having Russian speaking colleagues in the office, we try to have the right initial approach, by studying the cultures and people with an open mind; we believe that in meeting on the clients turf.  
 
12) How much was spent on Marketing in 2010, 1011? Would it be possible to  
comment on some Sales figures regarding Russian market? 
 
Way too little. The top management of Robinson does not quite understand the potential of these "new" markets and is not ready to spend sufficient funds. In order to achieve the goals, we have to find more external funding for our project.  
 
Sales UA and RU in 2010 was app. Dkk 200.000 
 
 
13) How cultural adaptation to Russian market influence new product development,  
lay out and process design? 
 
 
Thank you in advance, 
 
Best regards, 
 
PR/Press manager Dmitrij Goujov. 
 

Interview #2

An interview on Intercultural Communication/Negotiations with Tue Paarup, Kommunikations- og analysedirektor, Tourism Intelligence Institute, 26 May, 2011.

Q1: Prior to the B2B negotiations with Russian partners/customers in Moscow and S Petersburg in September 2011 during Danish State Visit to Russia, could you comment on what common need for agreement is in these negotiations?

• Danish companies will be there to strike some company deals. That will be the main incentive for the companies to participate.

Q2: What would you expect to gain from such an agreement?

• Since we are facilitating the event we will have to prove to ourselves, our partners and Denmark that we can handle the State Visit to Russia. We are doing a lot of Public Relations and social media for the moment to create a positive awareness in our Russian partners and customers about the Danish State Visit to Russia. In addition we are providing relative entities²⁰ to our partners and the leads on sales.

Q3: What would be an expected gain from such an agreement on the Russian side?

• Whoever participates on Russian side, after they return home from the meetings in GUM²¹ and Astoria²² they will fill better equipped to sell Denmark as a tourist destination. We are providing knowledge and products for Russian partners.

Q4: What means of communication are used between Danish and Russian parties?

• Face to face meetings, emails, phone calls and such. We cover all different aspects of Public Relations, Marketing, events and sales for the event of the State Visit.

Q5: On behalf of Tourism sector what would you need to negotiate successfully?

• Sound knowledge of the industry, years of experience and strong contacts. Ability to spur interest to Tourism industry on the Russian side. Some cross-cultural training would be very welcome. May be also learning some Russian language, getting knowledge of some Do’s and Don’ts of the culture.

Q6: What makes the quality of intercultural encounters in international negotiations?

• You mean how you can benefit from cultural differences when negotiating across the borders? If so, the answer varies greatly from culture to culture. I never figured out how to act within a Japanese business setting. Consequently I never came out from a business meeting as the winner – neither did the other part, by the way. In Philippines, however, I was always met with great interest – possibly because of my color. Regardless, when doing business in the Philippines I could use my ‘opponents’ preconceived idea of me as a rich white man, to obtain better deals than a local might have been able to.

Q7: For issues regarding Intercultural communication – what can you tell about the issue of cultural awareness, assuming cultural differences?

• Despite many Danish perceiving themselves as very culturally aware, they are indeed not. At best they have an idea of cultural differences on a macro level e.g. European, Asian, Latin etc. However, most would not be able to distinguish between interregional cultures lest accept these or use them as knowledge pool from which to draw new ideas.

Q8: What knowledge of the other culture should follow the negotiations process (symbols, heroes, rituals, cultural values)?

• I don’t know. I read in an article yesterday by a Danish expat in Russia that Russians outside the bigger cities still seal a deal with a shot of vodka. Not sure we have something similar in DK. Other than perhaps throwing a party when bagging a new client or a big project.

Q9: What skills should be in possession for the success in the Intercultural Communications?