Leipäjuusto Export Project
LEIPÄJUUSTO – EXPORT PROJECT
November 20, 2011
Introduction
This paper aims to focus on producers’ strategy and steps when they try to enter new market place - Russia, with specific product. This product is Leipäjuusto. It is Finnish fresh cheese traditionally made from rich milk from cow that has recently calved. Then it was dried. It could be stored for a few years. To eat it, the dry and hard cheese was heated on a fire which softened it and produced an especially appetizing aroma. Commercial version is made of regular milk. Even today Leipäjuusto can be dried. It has quiet mild flavour [1].
In this paper I would like to answer these questions: * What behavioural differences in consumption of this kind of cheese can be expected on the Russian market? * What are the key success factors for the project of introducing Leipäjuusto on the Russian market? * What strategy of entry to this market can be recommendable to Finnish SME producers? * What communication methods would be used to promote this product on the Russian market?
Behavioural differences
Cheese is one of the most nutritious products. Its nutritive value, presence of amino acids, vitamins, salts of calcium and phosphorus is required for normal development of human body. Cheese is healthy and useful food for people of any age and especially for children. In terms of consumption possibilities cheese is one of the most universal kinds of food. First of all this is ready to serve product requiring no cooking. Cheese plate is a traditional member of table.
Major peculiarity of cheese consumption in Russia is the consumer perception of it as an “accompanying” product. In Europe (for example in France, Italy, etc.) cheese is an independent meal. In Russia cheese is just a part of something – sandwich, salad, soup or sauce. This leads to much weaker cheese consumption in Russia comparing to “traditionally cheese” countries with high consumption rates (in European countries
November 20, 2011
Introduction
This paper aims to focus on producers’ strategy and steps when they try to enter new market place - Russia, with specific product. This product is Leipäjuusto. It is Finnish fresh cheese traditionally made from rich milk from cow that has recently calved. Then it was dried. It could be stored for a few years. To eat it, the dry and hard cheese was heated on a fire which softened it and produced an especially appetizing aroma. Commercial version is made of regular milk. Even today Leipäjuusto can be dried. It has quiet mild flavour [1].
In this paper I would like to answer these questions: * What behavioural differences in consumption of this kind of cheese can be expected on the Russian market? * What are the key success factors for the project of introducing Leipäjuusto on the Russian market? * What strategy of entry to this market can be recommendable to Finnish SME producers? * What communication methods would be used to promote this product on the Russian market?
Behavioural differences
Cheese is one of the most nutritious products. Its nutritive value, presence of amino acids, vitamins, salts of calcium and phosphorus is required for normal development of human body. Cheese is healthy and useful food for people of any age and especially for children. In terms of consumption possibilities cheese is one of the most universal kinds of food. First of all this is ready to serve product requiring no cooking. Cheese plate is a traditional member of table.
Major peculiarity of cheese consumption in Russia is the consumer perception of it as an “accompanying” product. In Europe (for example in France, Italy, etc.) cheese is an independent meal. In Russia cheese is just a part of something – sandwich, salad, soup or sauce. This leads to much weaker cheese consumption in Russia comparing to “traditionally cheese” countries with high consumption rates (in European countries
References: [1] Leipäjuusto, Available on www-pages: URL< http://en.wikipedia.org/wiki/Leipajuusto> [2] Krek A., Review of Russian Market of Premium Cheese, 2010, Available on www-pages: URL<http://www.foodmarket.spb.ru/eng/archive.php?year=2011&article=856&section=4> [3] Obuhova K., Profile of the Russian market for cheese, 2003, Available on www-pages: URL<http://www.foodmarket.spb.ru/eng/archive.php?year=2011&article=140&section=4> [4] Review of Russian Cheese Market, Available on www-pages: URL<http://www.foodmarket.spb.ru/eng/archive.php?year=2011&article=914&section=4> [5] Orlov I., Russian Cheese Market, 2008, Available on www-pages: URL<http://www.foodmarket.spb.ru/eng/archive.php?year=2011&article=642&section=4> [6] Golovnyev D., Kostina O., Branding on Russian Cheese Market, 2010, Available on www-pages: URL<http://www.foodmarket.spb.ru/eng/archive.php?year=2011&article=831&section=4> -------------------------------------------- [ 1 ]. According to “Euromonitor International” research published in 2008, available on www-pages: URL [ 2 ]. Promotion of foreign and pro-European brands is one of the new trends in Russia. European style of cheese brand name is getting increasingly popular. This tendency is close to one more trend currently gaining popularity – accenting the brand’s origination from traditional cheese-making countries like Switzerland and Holland.