Direct marketing in Russia: current situation and prospects: Direct marketing in Russia: current situation and prospects Берн, 2004


Workshop «Direct Mail Market Development in Russia»: Workshop «Direct Mail Market Development in Russia» The Workshop was held in 19 - 21 November, 2002, supported by UPU and Russian Post Goals of the workshop: Direct mail market development assistance Estimate of the market: current condition, problems, development prospects Development of the strategic plan for developing the market


Action plan for direct mail market development: Action plan for direct mail market development Action plan was developed in the framework of the “Direct Mail Market Development Workshop” (2002) Action plan: To develop postal reform in Russia To develop an educational program for DM players To develop legislation in DM sphere (especially for a data-bases) To foster customer loyalty to DM To expand DMA representation to include all stakeholders (including Post and end-users)


The outcome of the Workshop: The outcome of the Workshop “Direct Mail Market Development Workshop” gave an impulse for DM development In 2002-2003 the following steps was fulfilled in the framework of the action plan: The 1st stage of the postal reform is underway Rapid development of mail-order trade The workshops on DM development and III Conference «DIRECT MARKETING. XXI CENTURY» were organized and successfully held The program for training of specialists for DM market was adopted (jointly with Novgorod State University) Reference book “DM companies in Russia” was prepared The main standards for data-bases design were worked out Expansion DMA representation (regional companies included) International business contacts were established and developed


Estimate of the consumer market in Russia: Russian companies are roughly developing in the consumer market, at the same time multinational companies are entering the market. Estimate of the consumer market in Russia


Advertising market development in Russia: Growth of advertising services market - 40-45% annually (according to Russian Association of Advertising Agencies official report ). Advertising market development in Russia


DM market: current situation: DM market is growing with a forward rate: annual rate of growth amounts to 50-55% per year, the market share in advertising services market is 6,3%. DM market: current situation


DM market structure: Usage of postal technologies DM market structure


Direct mail in Russia: market volume estimate: Direct mail in Russia: market volume estimate * The estimate of the experts of the Russian Post (mln. mailings per year) Forecast: moderate market growth 25% per year Forecast: intensive market growth 70% per year


Direct mail market clients: Direct mail market clients 70% 30%


Russian Post: meeting customer needs: Russian Post: meeting customer needs Restructuring of the Russian Post Unification of many federal postal organizations within FSUE “Russian Post” Centralization of management of federal postal network Assuring high-quality universal postal services Realization of new projects on unified postal logistic system development Design of automated sorting center Creation of modern postal infrastructure Meeting customer needs Expanding range of postal services Centralizing management of core clients activities Creation of special departments for core clients in different fields of business activity


New projects of Russian Post: New projects of Russian Post Automated sorting center project Hybrid mail Response forms project «Postal Trade House» project Other projects: Ad services in postal offices Distribution of addressed and non-addressed mailings Project CyberMoney Project CyberPost@ Project CyberPress@


Russian Post on DM market: Russian Post on DM market Postal technologies usage in various fields of DM market (direct mail, mail-order trade etc.) Postal infrastructure usage in DM services rendering Substantial role of Russian Post in DM market development: Russian Association of Direct Market (RADM) establishment Organization and assistance to the DM market development events (conferences, workshops for DM market players)


DM market development plans 2004: DM market development plans 2004 Regional program Studying regional companies needs Program for assistance to regional DM companies Information provision of DM market Publishing the Reference book for DM companies Creating Robinson’s list Assistance to training specialists for DM market (jointly with Higher Schools and Universities) Organization of the events IV International Conference «DIRECT MARKETING. XXI CENTURY» (26-27 May, 2004) Best DM Campaign Contest in Russia


IV Conference «DIRECT MARKETING. XXI CENTURY»: IV Conference «DIRECT MARKETING. XXI CENTURY» DM Conferences have been held for 4 years, supported by Russian Post and RADM IV International Conference «DIRECT MARKETING. XXI CENTURY» will be held 26-27 May, 2004 in Moscow (Russia) In the framework of the Conference the Expanded Session on Mail-Order Trade will be held Goals of the Conference: To assist to DM market development To exchange experience, to establish new business contacts To integrate with international DM market


THANK FOR YOUR ATTENTION!: THANK FOR YOUR ATTENTION!