ABOUT US FACT SHEET - ESOMAR Directory. · about us fact sheet who we are client categories services ... channel capacity market participants' ... bcg-matrix advertising exposure

Manufactuting

Finance

Information Technology

Telecommunications

Construction

Transportation and Logistics

Retail

Pharma & Healthcare

Marketing mix for Russian market expansion

Qualitative and quantitative marketing research

Marketing analytics

Call-center services

Foreign companies which don't have representative

offices in the territory of Russian Federation

Businesses considering regional expansion within

the territory of Russian Federation

Businesses launching new projects and releasing

new products in Russian Federation

Businesses interested in measuring customer

awareness, loyalty or satisfaction levels in Russia or CIS

ABOUT US FACT SHEET

WHO WE ARE

CLIENT CATEGORIES

SERVICES

SECTORS

BCGroup is independent, full profile

research agency with focus on marketing

analytics. We are serving B2B and B2C

business across industries, which are or

plan to be active in the territory of

Russian Federation.

BCGroup | Marketing research and communications in Russian Federation

Achieving project objectives in the most comprehensive

way, at the optimal costs

Pro-active communication with the client throughout the

project , transparent procesures

Our KPI is client satisfaction. We trust in being a business

partner to our client in each project.

We sign a Non-disclosure agreement for each project

Personal dedicated project manager:

Prompt and efficient Project communications in

English or local language

2 final reports for each project: executive and detailed

Adherence to reporting standards and flexibility to fit

the clients’ requirements

Legal transparency (bank account in Europe,

agreements on English language)

Contemporary and classic marketing research methods

allowing to obtain information for business decisions

The work with different economic sectors makes it

possible to use best practice in other projects

A wide range of marketing research projects for foreign

companies, which are interested in Russia (WTO) makes

BCGroup to be aware of all changes on local markets

ABOUT US WHY BCGroup?

EXPERIENCE

CONVENIENCE

SERVICE DIVERSITY

COMMITMENT

BCGroup has been active on the Russian research

market since March 2006. Projects take place even in

the smallest towns of Russian Federation: from Moscow

to Yuzhno-Sakhalinsk and Anadyr. Our clientele includes

worldwide leaders, as well as new ambitious companies


SERVICES MARKETING MIX

Key indicators city / region overview

Competitive overview, SWOT & PEST analysis

Marketing mix optimization for launching new

products

Go-to-market strategy for geographic expansion

Marketing mix optimization for start-up projects


ANALYTICSSERVICES

Market capacity and potential

Market saturation and market appeal

Market shares

Satisfaction indexes (NPS, CSI, DSI, SERVQUAL)

Competitive analysis

Consumer segmentation


TYPE DURATION QUANTITY(1 calendar day, 1 city)

TELEPHONE SURVEY 10 MIN 864

FACE-TO-FACE SURVEY 10 MIN 700

ONLINE SURVEY 30 QUESTIONS 1000

IN-HOME INTERVIEW 1 HOUR 80

IN-DEPTH INTERVIEW 1 HOUR 20

HALL TEST 20 MIN 100

FOCUS GROUP 2 HOURS 3

MYSTERY SHOPPING N/A 20

RESEARCH CAPACITY


ANALYTICS TYPES


REGION OVERVIEWDEMAND AND SALES

FORECASTING

SEGMENTS SHARE IN

COMPANY'S PORTFOLIO

PROMOTIONAL

READINESS INDEX

RETURN ON MARKETING

INVESTMENT (ROMI)

COMPARATIVE

CHARACTERIZATION

OF CITIES

MARKET PENETRATION

LEVEL

CUSTOMER SEGMENTS

PROFITABILITY

PRICE-BASED DEMAND

ELASTICITYBRAND AWARENESS

MARKET CAPACITY

CALCULATION

PENETRATION OF NEW

PRODUCT IN PORTFOLIONPS INDEX

CONSUMER RETENTION

INDEX

ADVERTISING

RECOGNITION INDEX

MARKET POTENTIAL

ESTIMATIONSWOT-ANALYSIS LOYALTY INDEX CUSTOMER LOSS INDEX

COMMUNICATION

CHANNEL CAPACITY

MARKET PARTICIPANTS'

SHARESPEST-ANALYSIS

CUSTOMER SATISFACTION

FLOAT-WEIGHTED INDEX

CONSUMER RENEWAL

COEFFICIENT

COST OF POTENTIAL

CLIENT ATTRACTION

COMPETITIVE RATING ON

THE BASIS OF CONSUMER

PREFERENCES

PORTER MATRIXAVERAGE DURATION OF

CUSTOMER LOYALTYBCG-MATRIX

ADVERTISING EXPOSURE

INDEX

MARKET SATURATION

FACTOR

CONSUMER SEGMENTS

CAPACITY

LOYAL CUSTOMER

ATTRACTIVENESS INDEX

OUTLET PUBLICITY

GAGING

CONCURRENT FLOOR

TRAFFIC COUNT FOR

OUTLET DEPARTMENTS

CALL-CENTERSERVICES

CATI surveys

Telemarketing

Database actualization

Telephone informing

Promotion support

Other outcoming calls


MINISTRY OF HEALTHof Russian FederationCASE STUDY

The project objective was to estimate donation

attractiveness among population and Blood Supply

Service advertising campaign efficiency

According to statistics only 8% of population

of Russian Federation is recognized as potential donors,

however, if, at least once a year, this segment of population

donated blood, the demand for it would be completely

satisfied in Russia. To date, there are much less donors in

Russia than needed - less than 20 per 1,000 citizens

against required 40-60. For th is reason Blood Supply

Service is actively campaigning for improving donation

attractiveness. In accordance with the project, observations

at blood transfusion stations were made, personal

interviews with blood donors and citizens of Russian

Federation cities as well as expert interviews with chief

doctors were conducted. As a result, donor I non-donor

images were drawn up, the previous advertising campaign

of Blood Supply Service was evaluated and characteristics

of potential donors were compiled.

Also efficiency of advertising campaign was calculated by

BCGroup marketing agency through several

indicators, such as awareness level, potential readiness, etc.


CASE STUDY MEGACOM

BCGroup marketing agency helps to monitor annual

company's and competitors' positions in the

telecommunications market of Russia.

The client of this study is a telecommunications operator

that has been operating on the city market for about 10

years. The company works only in the B2B-market and

provides both widely popular (Internet, IP-telephony) and

specific services. For this reason the clients' pool of an

operator is divided into two parts: other telecom operators

and large organizations which are direct service users.

Due to the fact that the market is very dynamic, there are

often amalgamations and acquisitions, and that is why each

year a telecommunications operator monitors its position,

market shares of competitors as well as market capacity and

potential. A competitive market map was compiled, weak

market participants - potential candidates for merging -

were identified, and market development for the coming

year was forecasted. It is worth mentioning that customer

segmentation in dynamics was performed and discussed

for each telecommunications market participant of the city

(specialization and niches occupied by competitors).

Upon each annual project completion, recommendations

for marketing management were made for the every

coming year.


GAZPROMNEFTCASE STUDY

The objective of project series, provided by BCGroup

marketing agency for Gazpromneft, is regular

market observation. It is necessary to trace market

situation for timely marketing decision making.

Project series includes:

Data collection about competitors on certain important

territories (regions)

Quarterly loyalty level calculation on basis of

NPS index in different regions of Russian Federation

Mystery shopping of Gazpromneft and gasoline/gas

competitors in different regions of Russian Federation

(2 times per year)

Thanks to such projects Gazpromneft trace it's own

and competitors' market indicators constantly for

preservation and strengthening leading positions in

Russia.


The Russian money transfer market was analyzed by

BCGroup for one of regional Sberbank units.

The market survey included complex of market indicators,

such as:

Market capacity in financial and natural points

Comparative analysis country and regional indicators

Market capacity of alternatives (card-to-card transfers,

virtual money, cryptocurrency, etc.)

Competitive market shares estimation (incl. nonfinancial

market patricipants)

Key indicators for transregional, international and

domestic transfers

Key customer choice factors

Target audience characteristics definition Customer

segmentation

Financial market capacity of each customer segment

Analysis also was implemented for certain money transfer

systems (close competitors).

SBERBANKCASE STUDY


BCGroup marketing agency implemented market survey

project for a private investor. The objective of project was

purchase of plant, producing specific paper package for

milky products (Moscow region).

Market survey included several parts:

Market capacity estimation: general and by segments

Market shares estimation, competitive analysis

Competitive monitoring: competitive plants geography,

trade offices geography, equipment, technical capacity,

profitableness

Customer segmentation

Financial market capacity of each customer segment

Competitive analysis: sales structure, client database

size, client database structure

Key opportunities indicators (related markets, etc.):

market capacity, market potential, return on investments

SWOT and GE-matrixes

Each project is protected by confidentiality agreement.

INVESTORCASE STUDY


MARMALATOCASE STUDY

The objective of this project is regular staff assessment

for service standards execution.

The project is:

Monthly assessment of staff

Includes more than 100 retail outlets with more

than 500 consultants

More than 40 cities and towns of Russian

Federation, including Moscow and St. Petersburg

Results of this project influence on staff

motivation

Monthly assessment includes service standards

execution assessment, appearance and cutlet dressing

assessment.


Since autumn 2011 BCGroup call-center provides

telemarketing projects for Solos rack equipment plant.

It includes regular parts:

Consumer satisfaction level evaluation (NPS index)

Different consumers surveys

Telemarketing, new client search in cities of Russian

Federation

Projects are provided monthly with database treatment

more than 5 000 contacts.

The same projects are provided for such companies as

HeadHunter (14 000 contacts), Ostek, DocsVision,

Microsoft, etc.

SOLOSCASE STUDY


CONTACTS

www.bcgroup.su

[email protected]

(495) 726-73-17, [email protected]








RUSSIA AND CIS

With any questions or comments please contact Julia Shmeleva, Key account manager,

BCGroup, e-mail [email protected]

phone +7 (905) 935-11-22

Moscow

St Petersburg

Nizhny Novgorod

Yekaterinburg

Novosibirsk

Krasnoyarsk

Vladivostok

Documents

ABOUT US FACT SHEET - ESOMAR Directory. · about us fact sheet who we are client categories services ... channel capacity market participants' ... bcg-matrix advertising exposure