Adaptation of Marketing Communication Strategies of Global Brands for the Local Market

Relevance: global brands spend billions of dollars for advertising, and due to the unstable economic situation one of the main aims is to maintain efficient allocation of budgets and to build a competent marketing strategy on the Russian market. Objective: to study potential adaptations of global brands on local markets and the peculiarities of their perception by consumers, and to identify the factors influencing the choice of a particular type of modification/adaptation and develop recommendations for decision-making. Tasks: to conduct a comparative analysis of the elements of the global brands communication strategy, which are represented on the Russian market; to conduct a research of the perception of basic and local marketing communications of the same brand within target audience; identification of factors influencing decision-making concerning adaptation of the elements of global brands communication strategy on the local market. Methodology: 7 expert interviews with brand managers, who work in global companies; online survey (7 questionnaires, 30 respondents, analysis by means of Mann-Whitney test and T-test); comparative cross-cultural analysis of 95 global brands. Novelty: this work considers the entire range of adaptations of marketing communications of global brands represented on the Russian market, and present a single algorithm for decision-making concerning adaptation, which depends on number of factors. Hypothesis were confirmed: 1. Based on the analysis of practical experience one can distinguish different adaptation strategies of global brands on local markets. 2. The consumption and perception of a product category in a particular country is one of the main factors in choosing adaptation strategies. 3. The level of adaptation of marketing communications of global brands depends on the product category. Structure: introduction, 3 chapters, conclusion, list of references. The amount of work is 113 pages, excluding attachments.