STRATEGIES (MARKETING DECISIONS) ADAPTATION AND CONCLUSIONS OF TRANSNATIONAL NEW BRANDS ON THE RUSSIAN MARKET SOFT DRINKS

Abstract

For several years the Russian market of soft drinks is growing rapidly. According to experts, this trend will continue in the future, but because our country is attrac-tive for brands large multinational companies. This article describes various ways to enter the Russian market brands world's largest companies, studied the experi-ence of promotion beverage company Coca-Cola, The peculiarities of the Russian perception of brands, shows how they are reflected in the advertising campaigns of the leading players in the market, formulate conclusions regarding behaviors of TNCs in various conditions.