How market research helped Danone kids brand to be more relevant to Russian’s kids audience.
By Ratishka Danone and ValidataKIDS, the only Russian market research company specializing on kids’ and moms’ market research.
Enter a new local market with global product and brand
In order to find a common tongue with Russian kids a real understanding and empathy is needed, which is the best way for western products and brands to find their way into the minds and hearts of the local Russian audience. In this respect, Danone, a world leader in baby and kids nutrition had to do a lot more than just rename its worldwide bestseller Danonino into Rastishka.
Focus-groups, interviews and ethnographies
Three steps were undertaken by Danone to be the local reps. In the first research step, “Getting rid of deficit”, Danone’s Rastishka assessed that when they entered the Russian market in post-soviet era, the deficit was still fresh in Russian’s moms memory.
The second research step, “Bringing Dad into the ad” allowed ValidataKIDS to observe a strong need for full nuclear family has increasingly become highly poignant and aspirational image for Russian mothers. The third and last research step, “Being cool before the school”, showed that Russian kinds become “little adults” much earlier than kids in the majority of western countries.
Re-branding and new marketing strategies
ValidataKIDS discovered that in Russia going to school is a really crucial milestone in a child’s life. Once they cross the school doorstep they will never be the same and will start juxtaposing themselves to preschoolers. By no means will they let others even suspect them of eating “baby food”. For these reasons, Rastishka had to give up the idea to keeping its traditional global focus on 3-9 year old audience , Danone decided to narrow the audience to 3-6.
But even for preschoolers, the existing brand image, Danone’s global brand character Dino , seemed not cool enough. ValidataKids discovered that his rolled-up trousers weren’t hip enough and he was in dire need of gadgets and accessories to demonstrate his pronounced coolness and successful status. By 2012, 2012 Dino had completely changed his dress-code and undergone severe face-control to be admitted to “cool” preschooler community.