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Публикации
Russian Security Media & Exhibitions Brand Awareness 2006
Researcher: GMT Plus (www.gmtplus.com)
Copyright: GMT Plus, 2006 (www.gmtplus.com) Moscow, Russia April, 2006
Preview
To implement effective communications we offer our customers a set of service packages. The first one is strategic planning. In the frames of this package we make the market analysis (active players and labels promoted by them, their development dynamics and market segments), competitors analysis (strategies, positioning, financial expenditures and advertising strategies), products analysis (behavior, prices and reputation), customer’s personal abilities analysis (by distribution). We also define the target audience social-demographic characteristics (if all this is required for the customer’s certain purposes achievement), its psychology and usage model (value system in every segment of potential customers), we also work out communication objectives and positioning methods (using either perception maps or Brand’s competitive advantage). The second service package is media planning and media buying. It implies selections of advertising campaign tactics (optimal media carriers selection, optimal buying scheme selection, media plans preparation and optimization), and also the required spaces purchasing which is optional. The third service package is PR-campaign services. It includes the campaign scenario development, various conceptual materials in communicative environment preparation and distribution (providing strong information flow) as well as various actions holding and event management (here, in particular, exhibitions, different conferences and presentations are included). All these packages are, as they say, our proved-by-practice technologies -- here at the sectoral markets we are beyond comparison. I would also like to emphasize our agency’s nature of individual service rendering. If one of our customers faces any kind of additional tasks in the filed of marketing we provide successful solution to all problems. Being a united team of specialists and experts with extensive work experience on the market, including large-scale Russian trading houses, GMT Plus offers its customers effective communication solutions. Unlike other advertising agencies we do not just offer advertising spaces. We offer comprehensive communication solutions based on the customer’s business purposes, the products positioning bases, situation and competitors’ strategies analysis and also product usage models. We have unique techniques of creative materials formation on associative lines basis, we apply the assaulter creative as an alternative for advertising budgets inflation. We are proud to represent the interests of such companies as Bosch Security Systems, ADT, Dedicated Micros, Videotec, Pyronix and many others on the Russian market. In order to obtain a detailed outlook for the media environment of the Russia's contemporary security and safety market, we conducted a special survey in April this year and offer its brief results in this report. The survey was conducted with the use of most up-to-date professional marketing technologies based upon manifold online possibilities. Naturally, we occasionally conduct similar surveys to research different industry segments -- that is what let us offer our clients solutions that work. Hope, the present survey will make the Russian security and safety industry market clearer and closer to you.
Sincerely yours, Gennady Makarov, General Manager, GMT Plus
IntroductionThis summary provides an analysis for brand awareness of Russia's security industry media and exhibitions. The market analysis involves a look at specialized magazines, websites and exhibitions, which can be compared by means of ratings of the most valued features, characteristic of such media and shows. Respondents to this survey have been selected on the basis of such segmentation criteria as company type, job title and regions.
Survey objectivesThe objective of this research was to monitor a wide range of Russia's security market information sources including print/online media and exhibitions and measure their efficiency in security product selection decision-making. In the course of the survey special attention was paid to representing a two-sided view of the matter studied: customers' and manufacturers'/distributors' in every segment of the Russian security market. Companies operating on the market mentioned should take into account the fact that domestic specialized print/online media and exhibitions play a considerable role in forming demand for security and safety products in Russia. So companies are recommended to thoroughly consider possible promotion ways using the means analyzed on these pages.
Methodology and SamplingThis research was conducted and administered by the marketing agency GMT Plus, a leading provider of Russian security industry marketing services, using online SurveyMonkey software (SurveyMonkey.com LLC, 1999-2006). A copy of the research is shown on the following pages. A link to the online questionnaire was e-mailed to all GMT Plus security database contacts. Industry experts missing in GMT Plus' respondents' database had a chance to take part in the survey by downloading the questionnaire using the link published in the news and banners on numerous industry webportals. SPSS, a dedicated market research program that facilitates analysis of the key findings, was employed to process the data obtained from the respondents. In the course of the survey the following sources and methods of data collection were used: - Data received from processing questionnaires of GMT Plus' security database contacts; - Face-to-face interviews with large customers of security and safety systems and service in Russia; - Information from open sources including data on security industry media and exhibitions available in Russia. In total there were questioned 238 leading experts in the field of Russia's security and safety industry. Such respondents' representativeness allowed to have most balanced evaluations regarding the awareness of Russia's security industry media and exhibitions.
ReportThe survey results are given in the form of tables, charts and data analysis made by Gennady Makarov, GMT Plus General Manager.
Persons responsible for the surveyResearch conduction – Olga Fedoseeva (GMT Plus | Researcher) Data analysis – Gennady Makarov (GMT Plus | General Manager)
Survey RespondentsFigure 1
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Main Printed Security EditionsThe advertisement market of security and safety industry in Russia is on the rise. Experts find it difficult to assess its general volume, using the adjectives "big", "considerable" and "ever growing" to describe it. All the kinds of printed editions serving Russia's security market can be divided into two large groups: periodicals and annual buyers' guides. The survey results prove Groteck Business Media's editions to be dominant for both groups by all the criteria studied, including respondents' awareness, audience size and readability rating. Groteck is a Moscow-based leading business-to-business provider of media solutions operating in Russia and the CIS countries. Established in 1992, Groteck has enjoyed over 12 years of successful operation. Covering the whole volume of the local security and safety market, Groteck publishes 3 periodical editions (Security & Safety Magazine, Fire-Fighting & Rescue Magazine and Information Security Magazine) as well as three annual catalogues (Security & Safety Catalogue, Fire Safety Catalogue and Information Security Catalogue) and a number of annual buyers' guides (CCTV Buyers’ Guide, Access Control Buyers’ Guide, Fire Alarms Buyers’ Guide and DVR Systems Buyers’ Guide). According to the survey results, the Russian market is also supplied with a range of printed editions quite popular within distinct market segments. Geographically BDI Magazine (Abris-Alex, CJSC) and Security Algorithm Magazine are in special request in St. Petersburg and Leningrad region and North-Western Federal District (FD). CCTV Focus Magazine and Confident Ltd's editions stand for certain kinds of equipment, whereas Security World Magazine covers the manned security market.
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Main Web security resourcesMost experts note that nowadays there is a tendency for increasing significance of online resources (both corporate and non-corporate) in the strategy of promotion of equipment and services provided by companies working on the Russian security market. The principle advantage of online media is operational information sharing, which makes these media faithful allies in any PR campaigns within the market. The survey has proved Sec.ru Portal to be the non-corporate web resources market leader. Sec.ru was founded in 1999 and has been representing an independent team of security specialists since then. Some other non-corporate web portals are, however, also quite popular within a number of market segments. These are first of all 0-1.ru Portal specializing in fire safety sector and Oxpaha.ru Portal covering the niche of guarding firms. Remarkable for auditory quality is Security-Bridge.com Portal gaining special prominence in North-Western FD and St. Petersburg. A new phenomenon on the market are booming magazines' corporate websites, many of which are increasingly becoming full-service industry web portals. Among them are SS.groteck.ru and Hisec.ru. A significant online information source are security companies' corporate websites as well. Figure 14
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Main exhibitionsThe overwhelming majority of experts consider Security and Safety Technologies and International Protection, Security & Fire Safety Exhibition - MIPS (both held in Moscow) to be the most important expositions in the security area. High significance in the Russian security and safety industry is also achieved by Protection and Security Exhibition held in St. Petersburg. According to experts, the Moscow INTERPOLITEX exhibition gathers large state consumers of security systems. Figure 19
The experts believe each of these exhibitions has its specifics: Security and Safety Technologies has been held annually in February since 1996 in the Crocus Expo Exhibition Center, Moscow. It’s the largest exhibition and congress event in Russia, the CIS countries and Eastern Europe. It used to be oriented only to Russian manufacturers for a long time, but today, according to experts’ evaluations, it ever more represents foreign manufacturers, mainly from Southeast Asia countries. In experts’ estimate, the greatest number of installer companies attend this exhibition. Moving the show to the Crocus Expo Exhibition Center some years ago has contributed to the exhibition's growth and development - both in audience quality and quantity. MIPS (Moscow International Protection, Security & Fire Safety Exhibition) – has been held since 1994, annually in April, in Olimpiysky Sports Complex. The largest number of foreign manufacturers of CCTV equipment is presented at this exhibition. In the opinion of a number of experts, this exhibition is of special interest to the manufacturers who look for distributors. Interpolitex has been held since 1992, annually in October, at the All-Russia Exhibition Center. The show takes place within the framework of an International Forum «Interpolitech», and is generally oriented to production for different security structures. Co-organizers of the exhibition are the Russian Ministries of Interior Affairs and Defense. Protection and Security has been held since 1992, annually in November, in St.-Petersburg, at LenExpo. In general, this exhibition is evaluated as rather interesting, though some experts have the impression that there is abundance in the Northwestern market of CCTV and thus it is not so widely open for new participants, just as the markets of other Russian regions aren't. This security and safety show can be regarded as a industry event leading in audience quality.
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On the whole, experts speak highly about the exhibitions, however to the question "What outcome does participation in the leading exhibitions bring about to your company?" they answer: "As a way of attracting new clients, exhibitions start to raise doubts ", "You have the impression that the same people visit all Moscow exhibitions", "We put up with the inevitability of expenses, because acquaintances and clients judge about financial success and competing position of the company on basis of participation in exhibitions".
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ConclusionThe survey results suggest the following conclusion: 1. The media environment within the Russian security market is quite complicated and remarkable for dynamic development. 2. Total amount of different print editions is more than 20, which is an exclusive situation for any European market. 3. Readers’ audience shows special interest in conceptual and analytical materials. 4. The role of numerous regional exhibitions is constantly increasing. 5. Situation with central exhibitions is quite dynamic and is changed year by year. 6. The importance of internet recourses is great. Services provided by web recourses are different and not limited only by banner advertising. 7. More effective method of promotion is a complex of marketing communications assisted with printed publications, web-recourses and exhibitions.
CREDITSAbout GMT Plus GMT Plus is a client oriented marketing agency operating in various business fields on the Russian market. We are building communications between brands and customers. Our Clients: BOSCH, PYRONIX, VIDEOTEC, ICP, DEDICATED MICROS, ADT, etc. More info at www.gmtplus.com
Our Services:
Market Research Current market situation and future trends analysis Government regulation analysis (including special program financing) Competitors’ strategy and products analysis Market risks evaluation In-depth interview with market experts Customer Polls Availability of Extensive Data Bases Integrated Marketing Solutions Strategic planning Creation of a company’s competitive offer, advertising campaign idea, PR scenario, competitive analysis and monitoring Campaign realization (media buying, placement, post buying, reporting, recommendations)
Contact information:
Gennady Makarov – General Manager, GMT Plus
Call for action: +7-495-787-8814 |
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