Industrial Placement Report

• Patience, patience, patience. That’s even more important than knowledge. Many people fail to apply their cultural knowledge during negotiations exactly because they run out of patience – me unfortunately being one. Curiosity, interest, and asking questions also get you further in intercultural communication.

 

       Q10: Do you think there will be a need for some cultural awareness training prior the negotiations with the Russian side? Awareness training is understood as a focus on where one’s own mental software may differ from the others.

• It is probably not a bad idea. If not training, then a presentation of how Russians talk, act, think during negotiations. For example: When Danes raise their voices, it normally means that they are upset or about to become. Is that the same for Russians? Danes expect potential partners/business contacts to move towards win-win situations at the negotiations – something that makes no sense for Chinese. How about Russia? Questions like these would be of great interest – I believe – and certainly of great value to the participating Danish partners. 

 

Statistics

Most popular social nets in Russia are:                                                                         

1. Vkontakte.ru (‘in contact’) – 14, 3 million visitors per day. The site registered more than 100 million of users.
2. Odnoklassniki.ru (‘class mates’) – 7,8 million visitors per day
3. Moi Mir (’my world’) – 6,3 million visitors per day
4. Fotostrana.ru (‘photo country’) – 1,6 million visitors per day
5. Privet.ru (‘hi’) – 942.000
6. MojKrug.ru (‘my circle’) – 839,000
7. Facebook – 616,000 visitors – 616,000 visitors per day

Visitors are older than 15 years. Traffic from public access internet places is not taken in the account as well as mobile telephones with an internet access.²³

Overall amount of everyday users Vkontakte – 23 000 000

• 65% of users live in Russia
• 25% of users live in Moscow
• 18% of users live in St Petersburg
• 58% of users older than 25 years²⁴

Russia Facebook statistics²⁵

Total Facebook users: 4 422 180

Position in the list: 25

Average CPC: $1, 42

Penetration of population: 3, 17%

Penetration of on-line population: 7, 41%

Average CPM: $0, 61 

Segmentation

Airlines S7, Segmentation of Russian customers in the tourist market, May 5 2011

Region – Central Russia, Urals, and Western Siberia.

Cities – Moscow, St Petersburg, Perm, Novosibirsk.

Population – Over 4.000.000 per city.

Climate – Moderate.

Age – 35-55 years.

Family – 3-4 persons per family.

Family life cycle –  Older.

Gender – Women 70%, men 30%.

Income – 2000-4000 euros per month.

Occupation – Managers, directors, employees in the banks and finance, oil and gas industries.

Education – College, university graduates.

Religion – 50% Russian orthodox, 10% Muslims, 40% indifferent to religion.

Generation – 35-55 years.

Nationality – Diverse nationalities, 50% Russians.

Social class – Middle, upper middle, office workers.

Lifestyle, vacations –  No-non active on the beach.

User of tourist services –  Seldom user.

Loyalty status – Medium.

Readiness stage – Informed.

Attitude toward product - Indifferent 

Visit Denmark, Segmentation of Russian customers in the tourist market.

5 Russian consumer groups regarding Tourism.

Segment 1: Emerging middle class families.

• In total approximately 8-10 millions, persons typically inhabitants of big cities.
• Income from approximately 1000 euros per month, but with relatively high disposal of income and low housing rent.
• Savings are important, typically minimum 1-2 holiday trips annually.
• Focus on tourist products adjusted to family needs, Kid’s club and competitive prices.
• Image is important – travel, designer clothes and material goods reflect success.

  Segment 2: Young Professionals.

• In total 1, 5-2 million persons, living in Moscow and St Petersburg.
• Typically 20-30 of age, conscious value is money when one should work hard for salary.
• Very cosmopolitan and oriented towards west, speaking good English, have intensively travelled.
• Travel – typically city breaks – regarded as not luxury but a fundamental lifestyle.
• Very brand-conscious – also regarding the choice of destination, often first mover is a destination maker.

Segment 3: The upper income/middle class group.

• In total approximately 2 million persons living in Moscow, St Petersburg and big cities.
• Employed in banks, finance, oil and gas, with a salary starting from 4.000 euros per month.
• Typically of age 30+, married, with 0-2 children, family oriented, travel often in pairs.
• Relatively good knowledge of languages – would like to pay for quality – travel, private schools, furniture, wellness, alternative medicine.

         Segment 4: The Golden Youth.

• In total approximately 600.000 – 1.1 million often living in Moscow or abroad.
• Young people 18-25 years of age – often economically supported by wealthy parents.
• Typically educated abroad, probably in UK.
• Often have good contacts and good network to follow well-paid jobs.
• Increased level of consumption, when money is never a problem.
• Often travel on short breaks, power shopping or weekend in a European big city.
• Rarely make longer travel.

            Segment 5: The Ultra Wealthy.

• Approximately 100.000 living in Moscow or abroad.
• Typically 35-50 years of age, making money on investments.
• Often travel – extremely difficult to reach through marketing or sales.
• More interested in power then in money, big differences in lifestyle.
• Some have conspicuous, extravagant lifestyle and consumption patterns – expensive cars, jewelry etc.
• Others – often the most successful live more anonymously and enjoy more secluded lifestyle.
• Usually own private jet, yacht and several vacation properties abroad.