Abstract
The sanction standoff between Russia and the West opened up new opportunities for Russian food manufacturers. A new import substitution policy declared by the government restricted the access of the leading foreign countries to the market and unlocked a potential for internal development. Russian producers spotted new niches in the food market. There exist numerous obstacles to assimilating new market prospects: organizational (logistics, infrastructure, etc.), investment, legal, economic, etc. The paper underlines that the problem of enhancing the effectiveness of food companies' marketing policy in the context of import substitution is among the most formidable challenges. The article generalizes the problems of implementing the marketing policy of Russian enterprises. It reviews the core findings of the research studies on exploring consumers' attitude towards Russian and foreign-made food products. The author formulates recommendations about executing sustainable marketing communication strategies of Russian companies under import substitution.
Highlights
The recent global geopolitical crisis and subsequent events have caused a large number of dramatic changes in the economic policy employed by national governments
In response to the restriction of Russian companies’ access to Western financial resources, technologies and other economic goods associated with specific economic sectors, the Russian government adopted a set of measures aimed primarily at import substitution or a gradual substitution of imported products with domestically produced goods
We analyzed the findings of the survey and arrived at the following conclusions: 1) in most cases (65% of respondents), food companies do not increase the budget for communication support of their products; 2) the majority of the companies under consideration (78% of respondents) do not have clear long-term goals formulated in the form of a strategic marketing communication plan regarding their future prospects; 3) marketing communication strategies are executed without in-depth studies at regional level; 4) in most cases (56%), when formulating their marketing communication messages, Russian companies do not pay attention to large-scale studies and consumer motives
Summary
The recent global geopolitical crisis and subsequent events have caused a large number of dramatic changes in the economic policy employed by national governments. The idea of import substitution is not new to Russia. It was not until 2013–2014 that the country started actively implementing this concept. A number of foodstuffs items were perceived by Russian manufacturers as purely foreign products with consistent quality. The situation was aggravated by the fact that Russian consumers displayed a comparative attitude towards particular types of foreign-made and domestic food products. Under such conditions, in order to guarantee substitution of imported food products for domestically produced foodstuffs, it is necessary to resolve problems with product perception and require from Russian manufacturers to mount appropriate marketing efforts, including communication
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