Marketing policy

Marketing isn’t just a relevant department’s activity but a business philosophy for Russian Coatings Corp. Marketing policy is a consumer-focused process resulting from cooperation between all departments responsible for development, technical support, sales and promotion of paintwork materials.

Within the framework of the chosen business trends departments and sales divisions targeting at various kinds of consumers (private or corporate) have been organized. The notion of diversification into different sectors of consumer market is firmly integrated into the structure of marketing and technical support systems. Laboratories, which specialize in products for definite consumers, are established in a research and technical centre. Such organizational structure results in more efficient contacts with customers, better recognition of market and its dynamics. All this contributes considerably to the sales increase.

The results of the marketing policy achieved during the past years:

• development of innovative paintwork materials meeting market expectations;
• expansion of the distribution networks promoting Russian Coatings Corporation’s products;
• more efficient contacts with corporate consumers;
• expansion of the consumer base in automotive OEM and industrial coatings sectors by means of providing technical support to consumers who implement Russian Coatings Corporation paintwork materials in production processes.

In automotive OEM coatings sector the company’s marketing strategy aims at taking up specific niches of this market, primarily in the two-layer paint coatings segment. The same policy is pursued in industrial sectors (highway striping, railway vehicles coatings) and architectural finishes in tradable packaging. Russian Coatings Corporation completes full product lines of paintwork materials for surface coating.

A different marketing strategy, targeting at mass markets, is used in promoting consumer brands "Yaroslavl Paints" and "Vika". It focuses on mass markets. "Yaroslavl Paints" being brand No. 1 in Russia and sales leader for years has a bright image of  "national paints" and a product range meeting consumers’ expectations.

Having made a good start brand "Vika" is successfully competing with numerous rivals in a car refinish sector. This is achieved through creation of product ranges including the most complete set of paintwork materials for surface preparation and car refinish.