How many factories produce products under the Dovgan brand? Stories of the most failed brands in Russia
Dovgan Vladimir is an entrepreneur who independently passed winding path from a boy who fails at school to a dollar millionaire. He experienced several ups and downs, sometimes found himself in large debt, but always managed to find a way out of the situation. He became widely known in Russia in the early 90s. At that time he owned the Doka and Dovgan trademarks. It was those times that strengthened his mind and character. How was his life before? today and what is he doing now? Read on.
Childhood and family
A native of a small village in Amur region was born on July 30, 1964. Vladimir Dovgan’s family could not boast of large earnings and, on the contrary, at times experienced poverty. Looking for better life parents decide to move to the industrial city of Tolyatti. At the new place of residence, the father works as a railway worker, the mother becomes an employee. And 6-year-old Dovgan, seeing how difficult it is for his parents, in turn, tries in every possible way to help them with the housework.
The boy’s efforts were appreciated in the family, his parents supported him in everything. Even when Vladimir brought home bad grades, his mom and dad encouraged him and said that everything would work out. However, things didn’t work out with school from the very beginning; there was even a moment when the teacher cursed at the boy and called him an idiot. Vladimir was very worried about his academic performance, and only thoughts of parental support helped him not to fall into despair.
His school years brought more than just negativity into Vladimir Dovgan’s life. Once, on a wonderful day educational institution visited by a famous coach whose goal was to interest the children in sports. He also invited everyone to come to his classes. After such a visit, Dovgan decides to try his hand at rowing.
Sports and illness
After the first training, the boy is overcome by a craving for sports. With the help of rowing, Vladimir escapes from his life problems; he dreams of becoming a professional in the future. Several years of hard work lead to the fact that 16-year-old Dovgan receives the title of Master of Sports of the USSR, and he is included in the national team. After graduating from school, he gets into a training group Olympic champions. However, on this sports path Dovganya ends, because he begins serious problems with blood pressure - hypertension.
At the age of 17, he had to stuff his body with mountains of pills, and also frequently spend medical procedures, which tormented the guy terribly. To make his life easier, Vladimir decides to distract himself with his studies, so he enters a local institute.
During his studies, Vladimir Dovgan had to live according to strict schedule. Despite the fact that getting an education took almost all of the time young man, he didn’t even think about quitting sports, then it was martial arts.
Then I had to take a short break, because Dovgan was drafted into the army. Upon returning home, he continues his studies and also begins working as a coach at a sports school.
His student years gave Vladimir tremendous experience. At this time he managed to walk along career ladder from a laborer at a construction site to a foreman at a factory. He also has a lover, who soon becomes his wife and gives birth to his child. Despite all this, the guy continues to live in his parents' house. This situation did not suit him at all, and he decided to take a responsible step - opening a martial arts club.
Chips making machine
In the early nineties, Dovgan managed to visit the capital of Russia with a friend. This day made big adjustments to the biography of Vladimir Dovgan. After a long walk, the guys decided to relax and drink some beer. They took chips as a snack.
As he sipped his beer and enjoyed the taste of the purchased snack, Vladimir was struck by the idea of creating equipment for the production of chips. His plans were to distribute such machines among entrepreneurs small hand. Having studied the market, Dovgan realizes that his idea is quite promising.
Work on the project went on for quite a long time. His acquaintances laughed at his idea, thinking that he was doing nonsense, and told him about returning to the factory. However, Dovgan is not one of those people who give up at the first difficulty; he had a clear goal in his head, and he moved in its direction day by day. Despite the fact that the process took quite a long time, it was more than worth the time spent. One fine day, Dovgan demonstrates his machine for making chips, and soon he is bombarded with orders. So, from an ordinary guy, Dovgan moved to the status of a dollar millionaire.
Franchising
Having achieved success in the production of equipment, entrepreneur Vladimir Dovgan decides to continue working in in this direction. And he begins to implement a pizza-making machine project. Next, Vladimir is given a chance to visit America, so the project is put on pause.
On a trip, a millionaire encounters franchising. This topic captivates him with its promise, and he begins to study it with the help of books and other printed publications. Having mastered all the available material, in 1992 Dovgan became a candidate of economic sciences due to the fact that he perfectly defended his scientific work on franchising.
Collapse
Next, Vladimir Viktorovich Dovgan returns to the pizza project and thinks about how he can apply the knowledge gained abroad in his business. Having finished with the equipment, he opens the Doka company, with the help of which he sells his miracle machines.
After the appearance of "Doki" on the market, within a few years more than a thousand bakeries were opened under this brand. Things were rapidly going uphill, Vladimir even planned to enter the foreign market.
However, everything that Dovgan built over the years collapses in one day, as a crisis begins in Russia. Prices for stainless steel jump 15 times, loans become more expensive 20 times. And Dovgan is going to the bottom and even lower, because his debts exceeded 700 thousand dollars.
Millionaire again?
During the time of Doki, Vladimir noticed that unscrupulous business competitors were creating low-quality copies of his devices and then selling them under the same brand. This played a cruel joke on the company's reputation. From these observations, Dovgan’s new business idea is born - to sell vodka with protection against counterfeiting.
Since Vladimir was confident in the quality of his product, he proudly named the drink he produced with his last name. This was also done in order to inspire consumer confidence, as if letting them know that he was responsible for his own reputation for this product.
Also playing into the hands of Dovgan vodka was the fact that at that time the market was presented, roughly speaking, “scorched swill.” Buying counterfeit alcohol, people often got poisoned, and even deaths were recorded. Therefore, the idea of producing a high-quality drink was positively received by the consumer.
Before starting production, Vladimir Dovgan wanted to understand all production processes as well as possible. It took him about half a month to study, then he proceeded directly to the production of vodka according to his own recipe. It took literally one year to get my millions back.
This year, it was not only Vladimir who benefited. Since his product was of high quality, competitors also had to bring their alcoholic beverages to a decent level. As a result, the number of poisonings and deaths has decreased.
After a successful start in Russia, cooperation begins with other countries. And it would seem that everything is going like clockwork, however new crisis 1998 ruins everything again. This time, Vladimir’s debts amounted to a large amount of $20 million.
Other projects
After such a major failure, Vladimir Viktorovich Dovgan tried his hand at politics, but he soon realized that this was not his destiny at all.
He then worked in sales and participated in the creation of a game called HOP-GO, at the presentation of which he managed to gather representatives from more than 30 countries. It was not possible to launch the game later, but with its help the platform was prepared for a larger project - the Edelstar network company, which Vladimir managed until 2011.
Family
As already mentioned, Vladimir married for the first time in student years. From this marriage he has a daughter, Christina. In total, he was married three times. The last wife is Elena Letyagina. She gave birth to Dovgan's son Alexander and daughter Elizabeth.
What today?
Today Vladimir Dovgan is developing the “Academy of Winners” project. His main task is to teach people to be successful and rich.
Vladimir Dovgan in Russian business- a legendary figure. His merit is not only that from the bottom, he managed to climb high up the entrepreneurial ladder. And also in the fact that he became the founder of a serious trend in the Russian economy - franchising.
It is with light hand Vladimir franchising today is confidently moving along Russian Federation and CIS. Dovgan himself never stands still; as an entrepreneur, he is constantly evolving. According to Dovgan, successes and failures constantly force us to radically reconsider our ideas about life and entrepreneurship.
Vladimir Dovgan born in the small Siberian village of “Erofey Pavlovich”, in 1964, in the family of a railway worker. At the age of six he moved with his parents to the Volga city of Tolyatti. WITH early childhood experienced hard work and learned to overcome difficulties. IN school age took up kayaking and quickly achieved significant athletic results. By the age of sixteen, Vladimir had fulfilled the standards of a master of sports and entered the USSR national team.
At the age of seventeen, Dovgan began working as a coach. In just a few months, Vladimir gained the authority of a good teacher for young athletes. At the same 17 years he suffered a serious test - tragic death beloved brother. With this death, Vladimir suffers a severe psychological blow, as a result he becomes seriously ill. Despite his illnesses, Dovgan goes to college and studies almost around the clock.
Service in the ranks Soviet army interrupts his studies at the Polytechnic Institute. After serving two years, Dovgan returns to university. Simultaneously with his studies at the institute, he recruits and trains several groups of children at the Youth Sports School. In the summer, student Dovgan works in a construction brigade, where he is soon elected commissar of the headquarters of student brigades for his activity.
Energy and the desire to succeed in life force Dovgan to look for new things to do. During the day, Dovgan participates in scientific research at the Institute's Department of Thermophysics, and at night he repairs buildings with a team of builders created by himself.
This is how Dovgan himself describes his “vacation” on summer holidays. Led by a team of construction workers, he begins work at 10 pm and ends at 2 am. Having rested there, at the facility, in the morning Dovgan goes to the sports base to train with teenagers. After training, he goes to the zonal headquarters of construction teams to lead three dozen construction teams...
After completing the third year of the institute, Dovgan goes to production. Not giving in to the persuasion of the rector of the institute to stay at full-time department, Vladimir leaves the plant.
Dovgan becomes a foreman at VAZ. With perestroika, democratization came to the enterprise, unfortunately in many ways still formal. The factory workers nominated him to head the shop, but in the elections that took place, a relative of the big factory boss “won.”
Convinced of the impossibility of achieving success at the factory, Dovgan, outside of his main job, organizes a martial arts club, which immediately becomes popular. He leads several groups of 50 people each. People are working out in the club of different ages- from teenagers to pensioners.
Vladimir's working day begins at half past five in the morning. After finishing his shift, he flies to the institute for evening classes, then to the club, where he trains with another group athletes.
Perestroika gives Dovgan the opportunity to get busy own business and he creates a production cooperative. Emerging market economy requires new technologies and modern equipment. In the early nineties, engineer Dovgan personally designed the first equipment for the production of chips in the CIS. In addition, he managed to quickly launch the production of equipment and organize its sales in the shortest possible time.
At the same time, he publishes a manual on martial arts, the sales of which are able to provide good financial support for the newly launched production.
From this successful start begins an amazing entrepreneurial career Dovganya.
Following equipment for the production of chips, Dovgan develops equipment for mini-bakeries and for the production of pizza.
In 1992, he published the book “Franchising - the path to business expansion” containing business technologies that the post-Soviet space had not yet known.
The results were impressive. CIS entrepreneurs received from Dovgan effective business technologies and, in addition to them, cheap, reliable and high-performance equipment for the most relevant sector of the economy at all times - bakery.
Before the advent of the Doka-bread and Doka-pizza mini-bakeries, this industry was represented in the CIS cities by large bakeries, which were also technologically backward. Dovgan managed not only to solve this problem, but also to earn a lot of money from it. In a couple of years, two and a half thousand bakeries, a thousand pizzerias and hundreds of chip production shops have appeared in Russia and the CIS countries.
However, as production took off, Vladimir faced a serious test. The prices for stainless steel, which increased several times as a result of the government's decision, seriously hit Dovgan's enterprises and, as a result, made production unprofitable. Simultaneously with these events, Dovgan falls out of favor with the authorities, aggressive criticism of his business begins in the media, creditors immediately put forward their demands against him.
But adversity strengthens people like Dovgan and as a result they become even stronger. After bankruptcy, starting a business in a new industry, Dovgan directed his efforts to protect the population from severe consequences use low quality products. The real scourge for Russia at that time was the huge share of counterfeit vodka on the market. Terrifying statistics: in 1995, 40 thousand Russian citizens died from fake vodka. Russian vodka producers suffered losses not only from surrogate producers, they were also attacked by foreign companies that filled Russian stores with imported alcohol.
Dovgan and his team carefully studied the technology and distribution of alcoholic products and within six months began producing vodka according to own recipes, of the highest quality and with a unique anti-counterfeit system.
Strong drinks “Dovgan” quickly gained recognition among Russian and foreign consumers. The desire for success, self-confidence, and social benefit have given the company a fantastic economic effect. Starting in 1996 with a minus and working on loans, Dovgan’s company in a few months created the first family brand in Russia “Dovgan”, and the turnover in the first year of the company’s operation alone reached more than a hundred million dollars.
Dovgan is not only in short time returned the status and glory to traditional national drinks, but also successfully competed with the strongest Western vodka producers, such as Finlandia, Absolut, Smirnoff and others.
The example of Dovgan’s company has inspired other enterprises in this industry. The quality of products from other manufacturers has improved. The number of deaths from alcohol poisoning in Russia has decreased markedly.
On the wave of success, Dovgan, under its own brand, organized the release of many other products, such as cereals, chocolate and much more, squeezing foreign manufacturers out of the Russian market. He was the first to put forward the slogan: “Buy Russian goods!”
Russian enterprises are experiencing an acute shortage of competent, honest, and active managers. To solve this problem, Dovgan is looking throughout the country for the most capable young people with organizational inclinations and is opening a faculty of managers of the future with completely new forms of training and practice. Age of knowledge and information technologies leaves Russia global challenge, requires the country to reach the most advanced frontiers.
Having started work on the most interesting and important project called “The Service of Vladimir Dovgan,” Dovgan revived and made popular a powerful resource - the knowledge accumulated by generations of excellent Russian scientists and specialists. The priorities of the “Vladimir Dovgan Service” met the vital interests of people. The issue responded to concerns and concerns about improving health healthy foods food, variety cosmetics, biologically active food additives, biological stimulants (such as Balm and Life Tonic by Vladimir Dovgan), environmentally friendly household items, etc.
“Vladimir Dovgan Service” is a diversified company that produces and distributes many of the most different products. Their common features are high quality and unique consumer properties.
Vladimir Dovgan allows only the best factories with modern technologies and highly qualified specialists. The company continuously conducts strict control over the quality of its products with the help of a partner committee that has great powers.
By the early 2000s, Dovgan created the Vladimir Dovgan company, which united hundreds of thousands of partners in several dozen countries around the world. To work out connections between partners around the world and complex financial schemes even more global project- EDELSTAR, he starts the experimental project HOP-GO. After completing the assigned task, the project is closed in favor of EDELSTAR.
Today Vladimir Dovgan is engaged in multi-level network marketing, managing the EDELSTAR company, which unites 370 thousand partners around the world. The goal of the first stage of the company's development is the creation of the EDELSTAR Smart Buyers Club of 100 million people.
But Dovgan does not want to stop there; he is, as before, full of energy and strength to implement his new large-scale plans.
In the 90s, about 1,000 stores selling Russian food opened in Germany, of which 800 are still operating in the retail sector with great success. Especially the company DOVGAN GmbH, founded in 1998 in Hamburg, has taken a strong position on the German market as the main supplier of Russian food products.
DOVGAN Russische Küche GmbH
In 1998, Andrei Kovalev acquired the rights to sell goods under the trademark in Europe
DOVGAN one of the most popular in Russia. Famous Russian manufacturers food products have united under the auspices of this good name to constantly guarantee top quality classic Russian and Eastern European products. Being the only one of its kind in the global market retail, DOVGAN delivers so large retail chains, How REWE, Real, Metro Cash & Carry, Fegro, toom, Edeka, Kaufland, Galeria Kaufhof and Marktkauf a wide range of goods, consisting of dry, fresh and frozen products, as well as various types caviar.With a stable annual turnover of approximately 20 million euros
DOVGAN has become Germany's largest supplier of high-quality food products from Eastern Europe. Since 2002, the company has been engaged in its own production. At the company's site in Rostock, 25 employees produce 200 tons of frozen food per month. The volume of investment in the factory since the start of operation amounted to more than 1 million euros.Since 2003 DOVGAN GmbH supplies its products from Hamburg to four other European countries: Portugal, Finland, Holland and Belgium. It's worth mentioning that DOVGAN invested 2.2 million euros in the construction of its own modern office building with warehouse and truck docking stations. Having celebrated its 10th anniversary in 2009, the company moved to new offices, where it now employs 27 employees. Additionally DOVGAN cooperates with eleven more trading companies, with a total staff of 110 people, performing assortment work on a piece-rate basis in all federal states.
Cultural projects and social policy occupy an important place in the company’s activities, because active participation in public life is considered here as an obligation to the consumer. That's why DOVGAN contributes, for example, to various programs for Russian- and German-speaking children run by the Russian Orthodox Church. Dovgan GmbH also sponsors annual music competitions and supports war veterans who regularly receive financial assistance for the holidays. Target social policy companies – providing, preserving and strengthening productive collective capital. Every year, trips around Europe are organized for all staff, which encourage the development of personal contacts between employees outside of the workplace. DOVGAN values active and qualified personnel, which is also reflected in the provision of places for vocational training and work practice.
In addition to DOVGAN Russische K ü che GmbH in Hamburg there are slightly less famous DOVGAN CARGO GmbH (transportation) and DOVGAN Reisen GmbH . Was founded in 2010 DOVGAN Russian Mode GmbH , which began operations in 2011 and attracts with its sales potential, especially in the winter fashion segment.
Vladimir Viktorovich Dovgan was born in 1964 into an ordinary Soviet family, which did not stand out in any way from the background of the same ordinary soviet families, perhaps, except that they lived quite poorly.
Vladimir could not boast of his school successes. Moreover, some of the teachers considered him a hopeless, absolutely unpromising student. In addition to the lack of outstanding learning abilities, life in poverty was extremely humiliating for Vladimir - the family often only had enough money for the bare necessities.
However, he was lucky enough to get into the rowing sports section, where, compared to high school coaches and teachers noted his abilities and praised him. Thanks to sports, Vladimir gained skills in communicating with people, teamwork, learned to achieve his goals, treat defeats with patience and understanding and not give up, give his best, instantly accept right decisions. It was at this time that the success story of this legendary person. According to Dovgan, it is sport that can develop in a person fighting qualities, the will to win, and a competitive spirit, without which there is no place for anyone in big business. And it is necessary to cultivate these qualities from childhood, regardless of what life plans are formed in the child in the process of his growth and development.
After graduating from school, Vladimir Dovgan became seriously ill, so he had to end his sports career in which he had great success. However, the illness did not stop his zeal for a more prosperous life, and he decided to devote his life to science by entering the Polytechnic Institute.
Due to family circumstances, in his third year at the institute, he was forced to transfer to evening studies and get a job as a foreman at a factory. But this was not enough for Dovgan’s active nature. In addition to studying and the factory, he managed to engage in coaching activities at the sports school, where I rushed almost every day, after working a shift at production, and then after doing classes at the institute. In addition, Vladimir was actively involved in scientific activities: participated in research at the department of thermophysics of his institute, and in the summer he took an active part in the construction brigade movement.
Having come to the conclusion that he would not be able to to the fullest To realize all his ambitions, Vladimir Dovgan opened a martial arts club, in which he personally trained amateur athletes. The club almost instantly became very popular. Later, Vladimir will write one of his first books describing the activities of the club and his achievements in it.
The path to big business or the beginning of great success
In the late 80s - early 90s, there were only two factories for the production of potato chips in the entire Soviet Union, so this product was unfamiliar to the bulk of the country's population. It was then that Vladimir came up with the idea of producing and selling chips.
To implement this idea, he had to quit his stable but unpromising job at the factory and “put together” a team of like-minded people, with whom a prototype of a compact unit for making chips was developed. Neither Dovgan nor the members of his team had a plan, experience, knowledge in the development of special equipment, or money to implement the idea. There was nothing but “naked” enthusiasm and an idea - to create equipment for the production of potato chips in small volumes, which could be offered to farmers specializing in growing potatoes.
After a series of failures, Dovgan’s team still manages to create the necessary equipment, which has become popular and in demand in record time.
The time had come when Vladimir Dovgan was able to earn his first millions, and the story of his success was just beginning.
After the idea of creating and selling equipment for the production of chips was crowned with success, Dovgan begins to think about expanding production. This is how the idea of producing equipment for making pizza came about.
Once in America, he learns about such a business process as a franchise and begins to study it. In 1992, Dovgan received a PhD in economics, having defended his scientific work on franchising and its opportunities for business. That is why Dovgan is considered the “father” of franchising in Russia - he was the first to apply this technology in business, producing equipment for mini-bakeries and mini-pizzerias. Thus, mini-production under the Doka brand has spread throughout the country: “Doka-bread” and “Doka-pizza”.
The economic crisis put an end to Dovgan's business. His company was declared bankrupt, production and outlets under the Doka brand were closed.
Dovgan was practically ruined, but it was not in his nature to give up, so almost immediately he came up with a new “crazy” idea - the production of high-quality vodka. Besides unique system protection against counterfeiting, a guarantee of the quality of these products was a label with the image of Dovgan. And again, at a record pace, alcoholic products produced under the Dovgan brand not only won the trust of Russians, but also gradually began to crowd out foreign products from the market.
Supported by a wave of success, Dovgan begins producing a wide variety of products under his own name, from cereals to cigarettes.
In the entrepreneurial history of Russia, there has never been an example of such colossal rates of sales development, such diversified production, or such large-scale success.
According to Dovgan himself, his success entrepreneurial activity was ensured due to such factors as:
- Production of high-quality and counterfeit-proof products.
- Availability of constant advertising. By the way, it was for advertising purposes that the entire television “Dovgan Show” was created.
- Creation of a lottery as lottery tickets which used quality passport numbers assigned to each unit of products produced under the Dovgan brand.
- Beautiful packaging that distinguished Dovgan’s products from other brands.
In addition to his main business activities, Vladimir Dovgan was actively involved in scientific and educational work: it was on his initiative that the best economic bestsellers about advertising, trading, and management activities were translated and published.
Gradually, Vladimir Dovgan’s company expanded beyond Russian border, having successfully settled in many European countries.
A new round of success story
Towards the end of the 90s, Dovgan was not particularly inspired by his success and was tired of working as a “trademark”. The moral objectives of this man came to the fore, and he voluntarily and consciously abandoned such a profitable alcohol business. In addition, the next crisis of 1998 made adjustments to the business plans of many entrepreneurs, including Dovgan’s company.
But after the downfalls and disappointments he experienced, the word “crisis” for Vladimir means only “new opportunities,” as evidenced by further history its growth and development.
Today Vladimir Dovgan is the head successful company multi-level marketing, business coach, author of many books, as well as scientific works, in which he shares the secrets of his success and gives others the opportunity to achieve it.
The Edelstar company is Vladimir Viktorovich’s new favorite brainchild. The range of products distributed by Edelstar network agents is huge and is constantly expanding. The list of products includes all kinds of dietary supplements, cosmetics, expensive jewelry, environmentally friendly household products, dishes…. The company's grandiose plans include the task of expanding this list to tens of thousands of products.
School of Winners
Another “know-how” of Dovgan is Vladimir Viktorovich’s own development of a unique methodology designed to educate people who are confident in themselves and their abilities, people destined for success and prosperity. The implementation of the methodology is carried out within the framework of the next project called the “School of Winners” by Vladimir Dovgan. Here Dovgan shares his experience with colleagues and partners, organizes and conducts seminars on personal growth, conducts business trainings, and provides consultations. Some of his trainings are devoted to ways to overcome various addictions, including alcohol, tobacco or drugs.
Almost the entire business history of V. Dovgan developed at lightning speed and swiftly with instant ups and equally rapid downs. But despite such grandiose defeats, Vladimir Dovgan always achieved success, which he himself explains by novelty and innovative approach to conduct business.
According to Dovgan:
- Only a dream can make a person move forward, strive to gain new knowledge, and achieve intermediate goals.
- It is very easy to achieve success if you do what no one has done before.
- For high achievements you need not tough competition, but active work with new ideas, markets, products.
- No less important factor Success means loving your job, getting joy and pleasure from your work, otherwise achieving success is almost impossible.
Fast growing Russian market Not all companies accept goods and services. The history of big business in Russia includes many cases of unsuccessful business. The reason for the failure of each such company was individual, but the stories of their failures are in many ways instructive.
I wonder why some well-known brands, labels, brands do not want to live and work in the Russian market? If you track this trend, an interesting picture emerges. In some cases it does not play last role name, and sometimes just poorly thought out marketing.
Skeletons
The history of this brand is interesting. When it appeared in 2004, it positioned dairy products for children. When they came up with the name, marketers focused on the fact that kids love scary stories. This, of course, is all true, since the seemingly harmless skeletons that adorned the packaging of such products seemed funny at first glance.
The kids liked it, especially the company motto on this packaging, which tells about the care of the skeleton of small children. Parents were not so clear about the product. They were afraid of what could be expected from poison rather than milk. The skull is more traditional for less healthy foods. This was enough for trial, as well as the final discontinuation of the skeleton product line as such.
"Ruski" beer
Kazan distinguished itself by managing to release beer with original name“Ruski” This is an excellent name from a marketing point of view, but was negatively received by native Russian consumers. From the point of view of an advertising move, such a name should have attracted its fans. However, despite the fact that the beer was positioned as a real Russian beer, brewed in compliance with all the correct traditions, such a name was simply from a psychological point of view, perceived as a violation of spelling. As a result, the Kazan brewery "Krasny Vostok" discontinued this brand and switched to other, more traditional options.
“Derzhava” – candies
The Mars company managed to release interesting project sweets called "Power". This was an interesting project because in addition to traditional tea drinking, it was possible to read various historical information on the back.
A whole thematic issue was planned in ten different areas. The advertising campaign was allocated significant funds and everything was positioned on a grand scale. The Russians were looking forward to new brand sweets However, due to the requirements of the Mars company, the candies did not get their own wrappers, but became boxed. As a result, the brand did not survive and did not become popular.
Gourmania
Liquid soups do not take root on Russian territory. These were Knorr, Uncle Bens and Gurmania. They all came to Russian soil and left it ingloriously. Regarding the last brand, we can say that the idea of the Mars company was worthy, if not for the peculiarities of the Russian mentality. With us, any housewife can cook much better and faster. Why pay 70 rubles for such soup from a bag when you can easily prepare a regular one? The concept of fast food is correct in itself, it did not meet halfway quick soups. And all this, despite millions of dollars invested in promoting this product.
Dovgan
The Dovgan brand appeared on Russian shelves already in 1995. In those days it was fortified with vodka. Soon the company grew and now he was already on more than two hundred products. In addition, this company was actively promoted on TV under the guise of the game “Dovgan Show”.
The essence of the game was to draw prizes. What’s interesting is that in 1999, the founder of the company, Vladimir Dovgan, went into politics. The fate of the brand became unclear, it went through different hands and soon disappeared completely. Dovgan’s example is still being studied by marketers. It is not entirely clear why he lost in the market race. Perhaps the slogan was not correct or that the brand was dependent on a person who became interested in someone else and retired.
Blue-Water
At the end of the nineties, bottled water under the brand name “Blue Water” was released. This brand was actively positioned both in Russia and Ukraine. Significant funds were raised for the product's advertising campaign. No one had any idea what the catch was until the word “Blue Vota” became a household word, thanks to an active advertising campaign. As a result, sales gradually fell and amounted to less than one hundredth of a percent of the Russian market. In 2007, this brand completely disappeared from the shelves.
Bledina
It’s even strange why a brand with such a name has not gained the respect it deserves among Russian consumers. Beautiful baby food from Danone was valued throughout Europe. But for some reason it didn’t catch on with us. Russian mothers We were wary of this name. There is reliable information that Russian representatives Danone companies pestered the company to react to a name that evoked negative emotions among Russian consumers.
However, true French marketers did not pay any attention to these statements and considered the claims to be unfounded. Slovakia was cited as an example. There they say Slavic language is also in use, and the product is in excellent demand. We need to solve the problem locally, and not complain about the name. As it turned out, no slogans or marketing moves influenced the promotion of the product, which disappeared from the shelves of Russia quite quickly. And only a few remember Ugolnikov’s parody where the motto was “The whole world has been fed by white flesh!”
Stimorol
Danish chewing gum performed well at the start and monopolized the Russian market in this segment. An excellent, memorable advertising company actively pushed this product on the Russian consumer. As a result, it turned out that the Stimorol company was bought by another company and disappeared as a product. It was replaced by Dirol. However, this chewing gum will forever remain in the hearts of true supporters. ads with policemen and a biker.
Stylish advertising, a well-thought-out strategy, as well as numerous fans of this chewing gum - everything was aimed at success. However, the market is cruel world and one can never say anything for sure.