Гильдия Маркетологов. igor berezin topline results of the 14-th annual survey of...

Гильдия Маркетологов. Гильдия Маркетологов. www.marketologi.ruwww.marketologi.ru

Igor BerezinIgor Berezin

Topline results of the Topline results of the 14- 14-thth Annual Survey Annual Survey of the Russian Marketers’ Guildof the Russian Marketers’ Guild

««Dynamics of the Russian market of Dynamics of the Russian market of marketing servicesmarketing services»»

JanuaryJanuary 2015 2015


II. . Sample size and structureSample size and structure

165 experts in Marketing

From 35 cities of Russia

75% - members of the Russian Marketers’ Guild

60% - Moscow residents

60% - senior managers (head of a company or of a Marketing Department of an organization)

42 years – average age of the respondent

14 years – average length of work of the respondent in the field of Marketing

6.5 year – average length of work with current employer

35% respondents work in large organizations


Age of the expertsAge of the experts((keeps increasing year-on-yearkeeps increasing year-on-year))

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Below 25 y.o.a. 25-34 35-44 45-55 Above 55 y.o.a.

2006 2010

2012 2014

Average age of the respondent in 2014 – 42 years(in 2012 – 38 , in 2010 – 34, in 2006 – 33 years)


Years with the current employerYears with the current employer((keeps increasing year-on-yearkeeps increasing year-on-year))

0%

5%

10%

15%

20%

25%

30%

35%

1- 1 to 3 3 to 5 6 to 10 10+

2006 2009 2011 2013 2014

Average length of work for the current employer in 2014 is 6,5 years

(in 2012 – 5, in 2010 – 4, in 2006 – 3.5 years)


Size of the Marketing DepartmentSize of the Marketing Department

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Нет такогоподразделения

1--2 3--10 11-40 Более 40

2006 2009 2010 2011 2012 2013 2014

Average size of the Marketing Department, if any, in the respondents’ organization was in 2014 – 10-11 employees. (as

compared to 12 employees in 2013)


IIII..

Organizational changes


What happened to the Marketing What happened to the Marketing DepartmentDepartment??

%

05

101520253035404550

Growth by 30+ Growth byРост5-25

No changes Decrease by 5-25

Decrease by30+

2009 2010 2011 2012 2013 2014


What about Marketing Budget in What about Marketing Budget in 2014?2014?ExpectationsExpectations as of endas of end 2013 2013

% Average (no weighting) change – growth by16%

10%

11%

21%

22%

2%

29%

5% Will increase by 50+%

Will increase by 25-45%

Will increase by 10-20%

Will increase by up to 10%Will not change

Will decrease by up to10%Will decrease by 10+%


What about Marketing Budget in What about Marketing Budget in 2014?2014?Actual figuresActual figures

% Average (no weighting) change – growth by 8%

6%

3%8,50% 10%

20%

14%29%

10%

Increase by 50+%

Increase by 25-45%

Increase by 10-20%

Increase by up to 10%

No change

Decrease by under 10%

Decrease by 10-30%

Decrease by 30+%


Spending growth areas in Spending growth areas in marketingmarketing:: % % responsesresponses

• Internet marketing – 45% (40%)

• Sales promotion – 25% (18%)

• Marketing infrastructure – 20% (16%)

• Salary of Marketing dept. – 17% (31%)

• Employee training – 17% (18%)

• Consumer databases – 13,5% (15%)

• Market research – 12,5% (14%)

• Advertisement in mass media– 11% (22%)

• BTL & DM – 11% (7%)

• None of the above – 27% (19%)


Spending cut areas in Spending cut areas in marketingmarketing:: % % responsesresponses

• Databases – 1,8% (5,8%)

• Salary in Marketing dept. – 3,7% (5,3%)

• Internet Marketing – 4,3% (2,6%)

• Sales promotion – 7% (4,7%)

• BTL & DM – 9% (8,5%)

• Marketing infrastructure – 12% (7,5%)

• Employee training – 12,5% (5,8%)

• Market research – 15% (4,3%)

• Advertisement in mass media – 27% (22,6%)

• None of the above – 45% (58%)


What will happen to Marketing Budget in What will happen to Marketing Budget in 2015?2015?ExpectationsExpectations as of endas of end 2014 2014

% Average figure (no weighting) – growth by 9%

1,5%

15%

17%

8%10%6,5%

33%

9%

Increase by 50+%

Increase by 25-45%

Increase by 10-20%

Increase by up to 10%

No change

Cut under 10%

Cut by 10-30%

Cut by over 30%


Year-to-year growth rate of marketing budgets in Year-to-year growth rate of marketing budgets in 2010 – 20152010 – 2015

Average growth rate; %

16 1319 15

15

20

21 18

16

89

0

5

10

15

20

25

2010 2011 2012 2013 2014 2015

Forecast Factual


IIIIII.. Research agenciesResearch agencies

225

195185

220 220

285

190

205220

215

235 231

150

170

190

210

230

250

270

290

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Number of the research agencies active on the Russian market stays roughly the same over the last 12 years.


Dynamics of the research market Dynamics of the research market ((stagnationstagnation))

4055 55

75 72

100 100

135117

162

138

186180

235

355

175

285

185

300

195 205

330

215

350

230

375

0

50

100

150

200

250

300

350

400

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Market size, million $

of these, Quantitative

255

315


Volume of the Research MarketVolume of the Research Market. . USD MioUSD Mio. . ((increased gap between the two estimatesincreased gap between the two estimates))

Guild of Marketers and OIROM (20 experts) million USD

5575

100

85

135

120

165

155

190

200

255

260

355

325285

265

300320

315

355330

390

350

430

375

450

0

50

100

150

200

250

300

350

400

450

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Guild OIROM


MR Market size estimates for the next yearMR Market size estimates for the next year ((expectations for the year of 2015 similar to those for 2009))

41

13

664

12

41

27

21

1115

16

2326

14

2121

25

34

25

1414

35

444040

32

13

4

10

18

13

6 86

0

10

20

30

40

50

Substantial d

ecrease

Some decrease

Stays the same

Some increase

Substantial g

rowth

For 2009 For 2010 For 2011 For 2012 For 2013

For 2014 For 2015


IVIV. . Consulting companiesConsulting companies

80

98110 115

120

160

115 110 115

130140

150

50

70

90

110

130

150

170

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

During the crisis of 2009 the number of consulting companies active on the market dropped by 28%, and then recovered slowly


Market size dynamics for marketing consultingMarket size dynamics for marketing consulting ((stagnationstagnation))

1530

39 44

64

84

130

114 116121 125

140132

0

20

40

60

80

100

120

140

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Mio. USD


MC Market size estimates for the next year MC Market size estimates for the next year ((expectations for 2015 are worse than those for 2009))

40

14

25 4

7

33

20

19

1516

12

24

29

7

25

20

313234

1528

29

61

38

44

25

15

5

13

2

1089 8

0

10

20

30

40

50

60

substantial d

ecrease

some decrease

stays the same

some increase

substantial g

rowth

2009 2010 2011 2012 2013 2014 2015


The Guild of MarketersThe Guild of Marketers

Marketing is a system of management of the development and promotion of products and services that bring value to the consumer, manufacturer, and to the society as a whole, build upon the complex analysis of the market. The definition was adopted by the extended Council of the Non-commercial Partnership “The Guild of Marketers” in November, 2010

MottoMotto – – Together we can accomplish moreTogether we can accomplish more! !

PositioningPositioning – – social network of the professional contacts social network of the professional contacts

• The Guild was established in The Guild was established in 2001 2001 • Consists of Consists of 270270++ industrial experts in the field of Marketing from industrial experts in the field of Marketing from

Russian Federation, Kazakhstan, Ukraine, Bulgaria, Germany and Russian Federation, Kazakhstan, Ukraine, Bulgaria, Germany and other countries other countries

• [email protected]• www.marketologi.ru


USPUSP: : Elevating the professional level of Elevating the professional level of expertise of every memberexpertise of every member

starsexpertsprofessionalsacademicians

superstarstop expertsmega professionalsgurus

Think-tank:ultra-high concentration of marketing knowledge

Synergy:Sharing knowledge and experience, idea generation, search of the solutions

Complicated tasksUnique experience

Actionable solutionsAdded value


Non-commercial partnership Non-commercial partnership

««The Guild of MarketersThe Guild of Marketers»»

Is a peer network of marketing professionals as individual members:

• Owners and top managers of companies and organizations with marketing paradigm appreciation

• Leading experts and directors of marketing departments of various companies and organizations in manufacturing, trade or services industries

• Professors, lecturers, authors of books in Marketing, managers and specialists in marketing education

• Consultants in Marketing and Branding• Researchers – Leaders and top experts from research agencies• Communication experts – top experts from advertising/PR/DM/BTL

agencies, editors and publishers of specialized media, employees of public associations, event companies.

• Specialists in Internet Marketing and marketing in social media• Specialists in marketing of financial services


Goals of the GuildGoals of the Guild

- To assist in professional growth of its members; Professional networking: sharing experience, opinions, knowledge, data and

technology; organizing online and offline discussions, round tables; sourcing the partners for projects.

- Development of the marketing in Russia.Joint realization/ implementation/ support for the projects of top importance for the marketing community. Support of the system of marketing education in Russia. Supporting the conferences in Marketing. Active role in shaping the civilized market of marketing services in Russia, keeping up the positive interaction between the market players, conflicts regulation.

- Support of the socially responsible market economy in Russia. Supporting the economic growth and increasing the well being of the population via increase in the quality of the products, services, and management/ distribution, as well as of information exchange and idea popularization.

24


Basic principles of the GuildBasic principles of the Guild

• Marketing professionals rather than companies/ organizations are members of the Guild

• Membership fee is the key element of funding for the Guild.

• President, Members of the Council, Committes of the Guild perform their duties on the unpaid basis.

• Guild will not compete with any of its members.

• Guild may only participate in a commercial project via its professional partners.

• Equality of the Guild members.

• Voluntariness of the assumed obligations25


Rights of the Guild membersRights of the Guild members

• Address any member of the Guild with a question, suggestion, request for assistance or advice.

• Place a personal page on the web site of the Guild. • Publish a resume or help needed note on the web site of the Guild. • Publish own articles, reviews, interviews on the web site of the Guild. • Post personal or corporate news to the weekly mail list from the web site of

the Guild (once in a month). • Create a «marketing portrait» of the own city and post it on the web site of

the Guild. • Take part in the surveys, conducted by the Guild.• Organize a seminar, training course, conference in own city and get an

information and intellectual support from the Guild. • Organize a club of marketers, round table of business and marketing, city

association of the Guild members in own city (min 7 members). • Offer a project (idea, initiative) to the Council of Guild for discussion and joint

implementation.


Responsibilities of the Guild Responsibilities of the Guild membersmembers

• Obey the ethical principles of the Guild. • Response to the messages from other Guild

members, answer the letters, suggestions, questions. The response needs not to be positive, but it should HAPPEN.

• Wherever possible promote the concept of civilized marketing in Russia and the Guild of Marketers.

• Participate in the Annual survey of the Guild. • Timely pay the membership fees.


Essential agenda of the Guild.What we do in some detail:

• Annual survey «Current status and trends of development of marketing services market». Since 2001. Annual Ceremony rewarding the winners according to results of the Annual Guild Survey. Since 2004.

• Web-site of the Guild, as the major intormation platform for networking of marketing professionals, Since 2002. (25 - 30 thousand unique visitors per month) Newsletter from the site of the Guild (2750 supscribers). Since 2004.

• Discussion Club of the Guild – monthly events. • Student diploma award competition in Marketing, in association with

Plekhanov Russian University of Economics. Since 2004.• Publishing the Handbook «Marketing in Russia». Since 2005. • Support for Curriculum in Marketing. Since 2003. • Support for the top importance conferences. Since 2004. • Identifying Top 100 new books on Marketing. Since 2006.

• Facebook group «Marketers’ Guild» since 2011 (3000+ members), and other information exchange platforms.

• Award ceremony «Orders of Merit in Marketing». Since 2012.

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Гильдия Маркетологов. igor berezin topline results of the 14-th annual survey of...

Documents

marketing infrastructure

salary of marketing

field of marketing

usd slide

year average age

responses internet marketing

market research

years average age