Эссе. Практика международных маркетинговых исследований.
Пронькина Н.В. МТ-7А
Транснациональная корпорация SC Johnson
Бренд RAID – средство от тараканов
Внедрение на рынок Италии
Резюме компании: Компания SC Johnson заработала свою репутацию производителя продуктов, которым можно доверять, продуктов, которые разработаны и изготовлены на высочайшем уровне качества. Основана в 1886 году Сэмюэлем Кертисом Джонсоном в США, штат Висконсин как производитель паркетных полов, создав первую новинку, получила подтверждение потребности в продукте, специально разработанном для ухода за паркетным полом - "Готовая мастика Джонсона" (Johnson’s Prepared Paste Wax). С тех пор является одним из крупнейших мировых производителей средств по уходу за домом. Данной ТНК принадлежат такие бренды, как Raid, Pronto, Glade, Oust, Off, Mr. Muscul, Туалетный утенок.
Более 121 лет компания принадлежит и управляется семьей Джонсон и ведет дела в более чем 70 странах по всему миру.
Резюме бренда: «Какими же назойливыми могут быть насекомые! Чтобы эффективно остановить их нашествие, используйте продукцию Raid®» Средство от тараканов и муравьев, используемое в домашнем хозяйстве. С 1957 успешно присутствует на рынке Америки, занимая 37% доли рынка средств от тараканов. С 1981 – на рынке Европы.
Цели и задачи проводимого маркетингового исследования: В 80-е годы XXI века компания Johnson начало активное завоевание рынков Европы. Одним из внедряемых продуктов была серия против тараканов и муравьев в доме Raid. В нескольких странах западной Европы были проведены маркетинговые исследования перед запуском продукции на новый рынок. Международное маркетинговое исследование проводило Европейское агентство Market Moris Company – MMC. Для исследования были потавлены следующие задачи:
- подтвердить проблему тараканов и муравьев у населения;
- оценить емкость рынка;
- определить наиболее приоритетные для запуска продукции регионы.
Ход работы маркетингового исследования: Было проведено широкоформатное исследование в Италии, Франции, Великобритании, Швейцарии, Австрии, Испании. Опрошены до 100 тыс. респондентов.
Результат: С проблемойтараканов и муравьев в доме сталкивались 89% опрошенных домохозяек во всех странах. Емкость рынка в денежном выражении оценивалась порядка 27 млн долл. Наиболее приоритетной страной для данного товара была определена Италия, где с данной проблемой сталкивались 96% опрошенных. Проблема тараканов была в Италии не только повсеместно распространена. Тараканы в домах и квартирах были на тот момент практически невыводимы и их количественный уровень превышал показатели в других странах. Итак, Италия была выделена как первоначальный рынок внедрения на Европейское пространство. Была запущена повсеместная рекламная кампания, стартовали продажи.
Проблема: Первый квартал показал стабильное увеличение объема продаж, товар успешно продавался на всей территории. Но отчеты за второй и третий квартал продаж оказались провальными. Опробовав новый товар, тем самым подняв стартовые показатели продаж, итальянские хозяйки не стали делать повторные покупки и, казалось, абсолютно утратили интерес к средству от тараканов RAID, которое простым и быстрым образом должно было решать их назойливую проблему с тараканами в доме. Производитель был озадачен.
Повторное исследование: Было принято решение провести повторное исследование, обратившись к местной итальянской исследовательской компании Opinione Pubblica - OP group. Специалисты компании сразу определили причины проблем и предыдущего исследования, и непонятного неприятия товара, апеллировав к национальным особенностям итальянок – домохозяек.
Результат: Новое исследование было направлено на изучение эмоционального состояния домохозяек в связи с проблемой тараканов и муравьев в доме. Итальянцы отличаются своей экспрессивностью и эмоциональностью. Исследование дало неожиданный результат. За месяц использования тараканы исчезали только на 70%, при выборе следующей покупки итальянки отказывались от приобретения RAID, посчитав его неэффективным. Но итальянские психологи, проводимые и анализировавшие исследование, уверенны в другом: домохозяйки, отказавшиеся от использования средства от тараканов, сделали это практически бессознательно. Большинство из них – домохозяйки, основная задача которых – вести домашнее хозяйство в то время, пока мужья зарабатывают деньги для семи. Итальянские женщины много времени проводят дома, им не хватает внимания. Мужья же возвращаются с работы домой поздно и усталые, не способны уделять женам достаточно внимания. Нереализованная активность и эмоциональность итальянок приводит к излишней нервозности. Которую они, итальянские домохозяйки, выплескивают в вылавливание и убивании тараканов тапками, газетами, всем чем попадется под руку, таким образов перенося негативную энергию на тараканов. С покупкой RAID тараканов в доме становилось все меньше, а конфликтов в семье все больше. В этом и был секрет провала химического препарата RAID, избавляющего от тараканов в домах и квартирах.
Компания SC Johnson сделала свои выводы, провела дополнительные исследования в других странах за счет ресурсов региональных исследовательских агентств, а химическую продукцию RAID с торговых полок итальянских магазинов и супермаркетов пришлось изъять. Зато вскоре место химикатов от тараканов в Италии занял другой товар, побивший все рекорды роста темпа продаж и охвативший до 43% рынка – механическая «тараканобойка» с большим логотипом RAID на «хлопушке». Ведь потребность итальянцев в средстве от тараканов была актуальна, просто изначально было предложено не тот метод (а вследствие и товар) для устранения проблемы. За счет быстрого реагирования SC Johnson хоть и не сразу, но смогла найти верное решение проблемы для конкретного национального рынка.
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