Description of
the marketing study
In this report main
features of the Russian market for goods of personal hygiene are described, including
segments of child’s and urological diapers, urological and hygienic pads, sheets
and nappies as well as hygienic tampons), the subjects of the Russian
Federation, representing different federal districts, are being regarded in
profile,
This report has
been carried out on 161 pages and contains 44 figures and 42 tables.
Interested users: this report will be useful for representatives of
companies, realizing activity on the retail market for goods of personal
hygiene, physical and juridical persons, planning to enter the market, government
bodies, regulating the relations in the spheres of social protection of the population
and of the consumer market, аnd also a wide
range of users, interested in questions of organizing the activity on the
market of hygienic and urological production, pecularities of retail trade with
corresponding goods.
This marketing study has been prepared in
order to define the reasonability for a new supplier whether or not to enter
the market for goods of personal hygiene for children and adults (child’s and adults’
diapers, urological pads and nappies, hygienic pads) and possible directions of sales of finished production.
In order to achive the aim of the study, following tasks have to be solved:
-
to analyze the market aspects: describe social-demographical
and economical indices; volumes of the market, volumes of import; describe the main
tendencies of the market; to describe barriers of entering the market;
-
to analyse the concurrence environment: peculiarities of
the work of the dealers’ networks, of distributers, wholesale companies (assortment
policy, price policy, sales policy, advertising policy); survey of volumes revenue
of the dealers’ networks, of distributors, wholesale companies; of commercial conditions
of the work (including peculiarities of the price formation) of dealers, distributers
of production from producers Kimberly Clark,
Procter&Gamble, SCA hygiene products, TZMO, wholesale companies for national,
regional and local networks;
-
to analyze the aspects of
the work of producers: the geography of placing manufacturing grounds, yearly volumes of the
producer’s revenue, situated in Russia;
-
to define the peculiarities of price formation of producers:
the difference between self costs and handover price; of main deliverers of raw material for producers.
-
To form a prognose of the market’s development;
-
To define deficit market niches; formulate recommendations
for geography of sales; for elaboration of assortment, price, sales and
advertising policy.
Objeect of the
study is the market for goods of personal
hygiene for children and adults: segments of diapers, nappies, pads, sheets and
tampons.
Topics of the study
are the main market indices, main
features of participants of the market. Special attention has been paid to the
peculiarities of the activities of the corporation Kimberly Clark, Procter&Gamble,
SCA Hygiene Products, Torunskie Zaklady Materialow Opatrunkowych, Abena.
Geography of the study: 1. North-West federal district
(Republic of Karelia, Republic of Komi, Archangelsk region, Vologda region,
Kaliningrad region, Leningrad region, Murmansk region, Novgorod region, Pskov
region, Saint Petersburg, Nenetskij autonomous district);
2. Central federal district (Moscow and Moscow
region);
3. Southern federal district (Rostov region, Krasnodar
krai);
4. Privolzhskij federal district (Nishnij
Novogorod region, Samara region, Republic
of Tatarstan, Republic of Bashkortostan);
5. The Urals federal district (Sverdlovsk region).
The Period of study
comprizes the years 2008 – 2010
Sources of
informations in this study are data of the Federal
Service of State Statistics, Federal Tax Service, Federal Custom Service and
other ministeries and departments.
The main information massif for Russia and Saint
Petersburg was formed on the database, received from the
Unified State Business Register (in Russian: EGRPO) of Rosstat, аnd also the Unified State Register of Legal Entities (in Russian: EGRUL) and the Unified State Registry of Private Enterpreneurs (in Russian: EGRIP) of the Federal Custom service.
List of sources of secondary informations
used in the report:
1. Own databanks of
PRCS
2. Publications:
-
for mass media informations (periodicals from Denmark, journals: national,
regional, local)
-
governmental Publications (federal, regional, local)
-
specialized publications from Denmark
3. Results of interrogations of specialists and representatives
of manufacturing enterprises and importеr branches, including the biggest
participants of the market
4. Legislative documents:
-
Federal legal acts
-
Regional legal acts
-
Local legal acts
5. Electronic sources:
-
Bases of data
-
Internet-ressources
6. Informations, placed
at disposal by bodies of State authorities and enterprises:
-
by ministeries, services, agencies
-
by manufacturing associations and corporations
-
by local administrations
-
by associations
Following databases in Excel formate have been prepared for the project:
1.
The base of local
dealers: companies of federal districts to be considered are described
The base has been carried out in form of tables with
following fields: name, full name, short name, director, date of registration, juridical
address, real address, telephone, fax, website, region, branch, additional important
information, Profit from sales for 2009 (in roubles).
In total the description of 6.507 companies is
presented in the base, 1.083 of them are to be found in Saint
Petersburg and 2.965
in Moscow.
2. Contacts of companies, participating in procedures of purchases for state and municipal needs in
the regions to be considered.
The base has been carried out in form of tables with
following fields: Name of company, real address, telephone, website, e-mail, name
of director.
In total contacts of 24 companies, whose
specific weight in deliveries of goods for state and municipal needs is
maximal, are represented in the base.
3. Survey of the prices for the production: child’s diapers and napkins, urological diapers
and pads, nappies.
The base has been carried out in form of tables with
following fields: brand, type, size (weight), quantity of pieces in pack, price
(with customers’ card and without), weight of pack, price per piece.
Survey of prices is presented by chain network
shops of Saint Petersburg:
Pyatorochka, LENTA, Auchan, Carousel, Okey, Perekrestok, Metro, Zdorovy molysh,
Deti, Detskij mir.
Content
List of figures 5
List of tables 7
2. Market for goods of personal hygiene in Russia 12
1.1. General tendencies of the market for goods of personal hygiene in Russia 12
1.2. Manufacturing grounds in Russia 13
1.3. Main deliverers of raw material for producers 15
1.4. Self costs of production 16
1.5. Peculiarities of the sales system on the market for goods of personal hygiene 18
1.5.1. General lines of the sales system on the market 18
1.5.2. Official distributors and representatives of the biggest companies in Russia 20
1.6. Definition of real and potential volumes of markets for child’s diapers and urological production in the Russian Federation and by regions 22
1.6.1. Volume of the market of child’s diapers and urological production in Russia and
by regions 22
1.6.2. Potential volume of the market of child’s diapers and urological production in the Russian Federation and by regions 24
1.7. Features of import for goods of personal hygiene into Russia 25
1.7.1. Custom charges on import of hygienic production into Russia 25
1.7.2. Good structure of import 26
1.7.3. The Import structure of deliveries by type of material 26
1.7.4. Geographic structure of import 27
1.7.5. Brand structure of import 28
1.7.6. Deliveries of goods for personal hygiene for children and adults into Russia by all means of transport 29
1.8. Peculiarities of the system of State order in Russia 30
1.8.1. General structure of State order 30
1.8.2. Principles of work of the fund of social insurance within the limits of provision of disabled persons with goods of technical rehabilitation (with urological production) 31
1.9. Definition of commercial conditions of labour in the Sales systems (national, regional, local networks) 33
1.9.1. Retail trade networks 33
1.9.2. Pharmacists’ and other trade organizations 47
1.9.3. Specialized Sales organizations 51
1.10. Comparative features of producers of goods for personal hygiene (TZMO, SCA Hygiene Products, Abena) 54
1.10.1. Comparison of main companies, being of interest for the initiator of the project 54
1.10.2. The Structure of import into Russia of production of company SCA Hygiene Products 58
1.10.3. The Import Structure of production of company TZMO Hygiene Products into Russia 63
1.10.4. The Structure of import into Russia production of company Abena 68
2. Features of the market for goods of personal hygiene of the North-West federal district 73
2.1. Profiles of regions 73
2.2. Peculiarities of import (volumes and structure) 80
2.3. Peculiarities of the system of State purchasing orders 85
3. Features of the market for goods of personal hygiene of the Central federal district 94
3.1. Profiles of regions 94
3.1.1. Profile of Moscow 94
3.1.2. Profile of the Moscow region 95
3.2. Peculiarities of import (volumes and structure) 96
3.2.1. Structure of import of deliveries into Moscow 96
3.3.2. Structure of import of deliveries into Moskovskaja region 103
3.3. Peculiarities of the system of State purchase orders 106
4. Features of the market for goods of personal hygiene of the Southern federal district 116
4.1. Profiles of regions 116
4.1.1. Profile of Rostov region 116
4.1.2. Profile of Krasnodar krai 116
4.2. Peculiarities of import (volumes and structure) 117
4.2.1. Structure of import of deliveries into Rostov region 117
4.2.2. Structure of import of deliveries into Krasnodar krai 118
4.3. Peculiarities of the system of State purchase orders 120
5. Features of the market for goods of personal hygiene of the Privolzhskij federal district 124
5.1. Profiles of regions 124
5.1.1. Profile of Nishnij Novgorod region 124
5.1.2. Profile of Samara region 124
5.1.3. Profile of the Republic of Tatarstan 125
5.1.4. Profile of the Republic of Bashkortostan 126
5.2. Peculiarities of import (volumes and structure) 127
5.2.1. Structure of import of deliveries into Nishnyj Novgorod region 127
5.2.2. Import structure of deliveries into Samarskaya region 127
5.2.3. Import structure of deliveries into the Republic of Bashkortostan 127
5.3. Peculiarities of the system of State order 128
6. Features of the market for goods of personal hygiene of the Urals federal district 132
6.1. Profile of the Sverdlovsk region 132
6.2. Peculiarities of import (volumes and structure) into Sverdlovsk region 132
6.3. Peculiarities of the system of State purchase orders 133
7. Consulting conclusions and recommendations 137
7.1. Structure of the portfolio of orders production Abena 137
7.2. Orientation on the segment 137
7.3. Recommendations for participation in purchasing procedures, carried out by the fund of social insurance (and other participants of placing of order) 137
О PRCS 139
Appendix 140
OOO PKF "GEORG" 140
ZAO "SIA Interneishnl-Sankt-Peterburg" 145
OOO "AMK" 150
OOO "BSS" 153
List of figures
Figure 1.1. Structure retail sales of urological diapers in Russia, in %
Figure 1.2. Structure of the chemists’ sales of urological diapers in Russia, in %
Figure 1.3. Market segments of main world producers of fluff cellulose for production of hygiene destination, in %
Figure 1.4. General Sales scheme of the production for goods of personal hygiene
Figure 1.5. Interrelations of the Sales participants
Figure 1.6. Import structure for goods for personal hygiene in Russia by place of destination in natural terms, in 2009
Figure 1.7. Import structure for goods of personal hygiene into Russia by countries of origin in natural terms, in 2009
Figure 1.8. Import structure for goods of personal hygiene in Russia by brands in natural terms, in 2009
Figure 1.9. Transport structure for goods of personal hygiene by means of transport in Russia, in 2010
Figure 1.10. Segmentation of regions by value of State public hand order in the years 2009-2010, in value terms, in %
Figure 1.11. Sales Structure of company Ltd. «BSS»
Figure 1.12. Regional representiveness of company «BSS»
Figure 1.13. Sales Structure of pharma distributors of national level, by groups of goods, in %
Figure 1.14. Market segments of main producers of production of different destination in the world, in %
Figure 1.15. Import structure of deliveries of company SCA of diapers for adults by absorbability, in 2009
Figure 1.16. Deliveries’ structure of company SCA of diapers for adults Tena Pants in 2009 in natural terms
Figure 1.17. Deliveries of company SCA of diapers for adults Tena Slip in 2009 in natural terms
Figure 1.18. Deliveries Structure of company SCA of diapers for adults TENA FLEX in 2009 in natural terms
Figure 1.19. Import structure of deliveries of company SCA of urological pads in natural terms, in 2009
Figure 1.20. Import structure of deliveries of company SCA of absorbing sheets/nappies clothes in natural terms in 2009
Figure 1.21. Structure sales hygienic woman’s pads Tena Comfort of company SCA in natural terms, in 2009
Figure 1.22. Structure sales hygienic woman’s pads Tena Lady of company SCA in natural terms, in 2009
Figure 1.23. Structure sales of hygienic woman’s pads Libresse of company SCA in natural terms, in 2009
Figure 1.24. Structure of deliveries of company TZMO of diapers for adults in natural terms, in 2009
Figure 1.25. Structure of deliveries of company TZMO of urological pads in natural terms, in 2009
Figure 1.26. Structure of deliveries of company TZMO of absorbing sheets in natural terms, in 2009
Figure 1.27. Structure of deliveries of company TZMO pads for women Bella Panty in natural terms, in 2009
Figure 1.28. Structure of deliveries of company TZMO pads for women Bella Nova in natural terms, in 2009
Figure 1.29. Structure of deliveries of company TZMO pads for women Bella Perfecta in natural terms, in 2009
Figure 1.30. Structure of deliveries of company TZMO of tampons for women Tampo Bella in natural terms, in 2009
Figure 1.31. Structure of deliveries of company TZMO of child’s diapers in natural terms, in 2009
Figure 1.32. Structure of deliveries of company TZMO of child’s nappies clothes in natural terms, in 2009
Figure 1.33. Sales Structure of diapers of production Abena in Russia in 2009 and 1st quarter 2010 in natural terms
Figure 1.34. Sales Structure of hygienic nappies clothes of production Abena in Russia in 2009 and 1st quarter 2010 in natural terms
Figure 1.35. Sales Structure of urological diapers of production Abena in Russia in 2009 and 1st quarter 2010 in natural terms
Figure 1.36. Sales Structure of woman’s urological pads of production Abena in Russia in 2009 and 1st quarter 2010 in natural terms
Figure 2.1. Import structure for goods of personal hygiene by region of destination, 2009 in natural terms
Figure 2.2. Import structure for goods of personal hygiene by importing country, 2009 in natural terms
Figure 2.3. Good structure of import for goods of personal hygiene into the regions of the NWfd, 2009 in natural terms
Figure 2.4. Structure of state purchases in the NWfd by regions in value terms,
Figure 3.1. Structure of import for goods of personal hygiene into Moscow by importing countries in natural terms, in 2009
Figure 3.2. Brand structure of import for goods of personal hygiene into Moscow in natural terms, in 2009
Figure 3.3. Geographic structure of import for goods of personal hygiene into Moscow region by receivers in natural terms, in 2009
Figure 3.4. Brand structure of import for goods of personal hygiene into Moscow region, in 2009
List of tables
Table 1.1. List of main manufacturers’ grounds in Russia, including grounds, on which production was manufactured until the year 2007
Table 1.2. Description of deliveries of goods of personal hygiene for adults and children of production ABENA in Russia, February 17th 2010
Table 1.3. Description of deliveries of goods of personal hygiene for adults and children of production TZMO (diapers for adults) into Russia, February 17th 2010
Table 1.4. Description of deliveries of goods of personal hygiene for adults and children of production TZMO (urological deliveries) into Russia, February 17th 2010
Table 1.5. Description of deliveries of goods of personal hygiene for adults and children of production TZMO (diapers for children) into Russia, February 17th 2010
Table 1.6. Description of deliveries of goods of personal hygiene for adults and children of production TZMO (nappies clothes) into Russia, February 17th 2010
Table 1.7. List of official representatives of the company «Kimberly Clark»
Table 1.8. List of official representatives of the company «Procter&Gamble»
Table 1.9. List of official representatives of the company «TZMO»
Table 1.10. Calculation of real volumes of retail markets and of markets of social help of child’s diapers and urological production in Russa and by regions in natural and value terms
Table 1.11. Calculation of potential volumes of retail markets and of markets of social help of child’s diapers and urological production in Russia and by regions in natural and value terms
Table 1.12. Rates of Import Custom fees
Table 1.13. Structure of import of deliveries for goods of personal hygiene into Russia in the profil of kind of material in natural and value terms
Table 1.14. Distribution of use of means of transport in import deliveries for goods of personal hygiene for adults and children in Russia by countries
Table 1.15. Comparative features of producers: SCA Hygiene Products (Holding), Torunskie Zaklady Materialow Opatrunkowych, Abena
Table 1.16. Structure of deliveries of company SCA of diapers for adults in natural terms, in 2009
Table 1.17. Description of deliveries of production Abena International into Rostov-na-Donu
Table 1.18. Description deliveries of production Abena Polska SP into Kaliningrad region
Table 1.19. Description deliveries of Abena International А/С P/P «Tolezingo Ltd» into Moscow
Table 2.1. Import for goods of personal hygiene into Saint Petersburg
Table 2.2. Distribution of use of means of transport in import deliveries for goods of personal hygiene for adults and children into Saint Petersburg by countries
Table 2.3. Distribution of use of means of transport in import deliveries for goods of personal hygiene for adults and children into Kaliningrad by countries
Table 2.4. Distribution of use of means of transport in import deliveries for goods of personal hygiene for adults and children into Pskov by countries
Table 2.5. List of state purchases by organizations and departments of Saint Petersburg in the years 2009-2010
Table 2.6. List of state purchases by organizations and departments of the North-West federal district, by subjects of the Russian Federation in the years 2009-2010
Table 3.1. Import for goods of personal hygiene into Moscow
Table 3.2. Import for goods of personal hygiene into Moscow region
Table 3.3. List of state purchases by organizations and departments of Moscow in the years 2009-2010
Table 3.4. List state purchases by organizations and departments of the Moscow region in the years 2009-2010
Table 4.1. Import for goods of personal hygiene into Rostov region
Table 4.2. Import for goods of personal hygiene into Krasnodar krai
Table 4.3. List state purchases by organizations and departments of Rostovskaya region in the years 2009-2010
Table 4.4. List state purchases by organizations and departments of Krasnodar krai in the years 2009-2010
Table 5.1. Import for goods of personal hygiene into Nishnegorodskaya region
Table 5.2. Import for goods of personal hygiene into Samarskaya region
Table 5.3. Import for goods of personal hygiene into the republic of Bashkortostan
Table 5.4. List of state purchases by organizations and departments of the Nishegorodskaya region in the years 2009-2010
Table 5.5. List of state purchases by organizations and departments of the Samara region in the years 2009-2010
Table 5.6. List of state purchases by organization and departments of the Republic of Tatarstan in the years 2009-2010
Table 5.7. List state purchases by organizations and departments of the Republic of Bashkortostan in the years 2009-2010
Table 6.1. List state purchases by organizations and departments of the Sverdlovsk region in the years 2009-2010
Table 7.1. Free data about volumes of deliveries within limits of buying procedures
