January 2015
Igor Berezin
Topline results of the 14-th Annual Survey of
the Russian Marketers’ Guild
«Dynamics of the Russian market of
marketing services»
Гильдия Маркетологов. www.marketologi.ru
I. Sample size and structure
165 experts in Marketing
From 35 cities of Russia
75% - members of the Russian Marketers’ Guild
60% - Moscow residents
60% - senior managers (head of a company or of a
Marketing Department of an organization)
42 years – average age of the respondent
14 years – average length of work of the respondent in
the field of Marketing
6.5 year – average length of work with current employer
35% respondents work in large organizations
Гильдия Маркетологов. www.marketologi.ru
Age of the experts
(keeps increasing year-on-year)
50%
45%
2006
2010
40%
2012
2014
35%
30%
25%
20%
15%
10%
5%
0%
Below 25 y.o.a.
25-34
35-44
45-55
Above 55 y.o.a.
Average age of the respondent in 2014 – 42 years
(in 2012 – 38 , in 2010 – 34, in 2006 – 33 years)
Гильдия Маркетологов. www.marketologi.ru
Years with the current employer
(keeps increasing year-on-year)
2006
2009
2011
2013
2014
35%
30%
25%
20%
15%
10%
5%
0%
1-
1 to 3
3 to 5
6 to 10
10+
Average length of work for the current employer in 2014 is 6,5
years
(in 2012 – 5, in 2010 – 4, in 2006 – 3.5 years)
Гильдия Маркетологов. www.marketologi.ru
Size of the Marketing Department
2006
2009
2010
2011
2012
2013
2014
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Нет такого
подразделения
1--2
3--10
11-40
Более 40
Average size of the Marketing Department, if any, in the
respondents’ organization was in 2014 – 10-11 employees. (as
compared to 12 employees in 2013)
Гильдия Маркетологов. www.marketologi.ru
II.
Organizational changes
Гильдия Маркетологов. www.marketologi.ru
What happened to the Marketing
Department?
%
2009
50
45
40
35
30
25
20
15
10
5
0
2010
2011
Growth by 30+ Growth byРост
5-25
2012
No changes
2013
2014
Decrease by 525
Decrease by
30+
Гильдия Маркетологов. www.marketologi.ru
What about Marketing Budget in 2014?
Expectations as of end 2013
%
Average (no weighting) change – growth by16%
5%
Will increase by 50+%
10%
2%
11%
Will increase by 25-45%
Will increase by 10-20%
29%
Will increase by up to
10%
Will not change
21%
Will decrease by up to
10%
Will decrease by 10+%
22%
Гильдия Маркетологов. www.marketologi.ru
What about Marketing Budget in 2014?
Actual figures
% Average (no weighting) change – growth by 8%
Increase by 50+%
Increase by 25-45%
3%
8,50%
10%
10%
6%
Increase by 10-20%
Increase by up to 10%
20%
29%
No change
14%
Decrease by under 10%
Decrease by 10-30%
Decrease by 30+%
Гильдия Маркетологов. www.marketologi.ru
Spending growth areas in
marketing: % responses
•
•
•
•
•
•
•
•
•
•
Internet marketing –
Sales promotion –
Marketing infrastructure –
Salary of Marketing dept. –
Employee training –
Consumer databases –
Market research –
Advertisement in mass media–
BTL & DM –
None of the above –
45% (40%)
25% (18%)
20% (16%)
17% (31%)
17% (18%)
13,5% (15%)
12,5% (14%)
11% (22%)
11% (7%)
27% (19%)
Гильдия Маркетологов. www.marketologi.ru
Spending cut areas in
marketing: % responses
•
•
•
•
•
•
•
•
•
•
Databases –
Salary in Marketing dept. –
Internet Marketing –
Sales promotion –
BTL & DM –
Marketing infrastructure –
Employee training –
Market research –
Advertisement in mass media –
None of the above –
1,8% (5,8%)
3,7% (5,3%)
4,3% (2,6%)
7% (4,7%)
9% (8,5%)
12% (7,5%)
12,5% (5,8%)
15% (4,3%)
27% (22,6%)
45% (58%)
Гильдия Маркетологов. www.marketologi.ru
What will happen to Marketing Budget in 2015?
Expectations as of end 2014
Average figure (no weighting) – growth by 9%
%
Increase by 50+%
1,5%
9%
6,5%
10%
Increase by 25-45%
8%
Increase by 10-20%
17%
33%
15%
Increase by up to 10%
No change
Cut under 10%
Cut by 10-30%
Cut by over 30%
Гильдия Маркетологов. www.marketologi.ru
Year-to-year growth rate of marketing budgets in
2010 – 2015
Average growth rate; %
Forecast
Factual
25
20
20
15
21 18
16
13
19 15
16
15
10
8
9
5
0
2010
2011
2012
2013
2014
2015
Гильдия Маркетологов. www.marketologi.ru
III. Research agencies
Number of the research agencies active on the Russian market stays
roughly the same over the last 12 years.
290
270
285
250
230
235 231
210 225
190
170
150
220
220 220
195
185
205
215
190
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Гильдия Маркетологов. www.marketologi.ru
Dynamics of the research market
(stagnation)
400
Market size, million $
350
of these, Quantitative
300
250
285
255
200
150
162
100
50
315
355
55
40
75
55
330 350
375
300
235
186
135
117 138
100 100
180
175
230
205 215
195
185
72
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Гильдия Маркетологов. www.marketologi.ru
Volume of the Research Market. USD Mio.
(increased gap between the two estimates)
Guild of Marketers and OIROM (20 experts) million USD
Guild
OIROM
450
430
390
400
355
350
355
325
300
255
250
330
375
265
190
200
285
320
300 315
350
450
165
260
135
150
100
100 55
50
75
155
200
120
85
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Гильдия Маркетологов. www.marketologi.ru
MR Market size estimates for the next year
(expectations for the year of 2015 similar to those for 2009)
For 2009
For 2014
For 2010
For 2015
For 2011
For 2012
50
40
For 2013
44
41
41
35
34
27
30
21
20
13
12
10
32
25
25
21
21
26
23
16
15
11
40
40
14
14
18
14
10 13
13
66
4
4
68
6
0
sta
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Гильдия Маркетологов. www.marketologi.ru
IV. Consulting companies
During the crisis of 2009 the number of consulting companies
active on the market dropped by 28%, and then recovered slowly
170
150
160
150
140
130
130
110
110
90
115
120
115
110 115
98
70 80
50
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Гильдия Маркетологов. www.marketologi.ru
Market size dynamics for marketing consulting
(stagnation)
Mio. USD
140
140
120
130
114
100
80
116
121
125
132
84
60
64
40
20
30
39
44
0 15
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Гильдия Маркетологов. www.marketologi.ru
MC Market size estimates for the next year
(expectations for 2015 are worse than those for 2009)
2009
2015
2014
2013
2012
2011
2010
60
61
50
44
40
40
33
29
30
14
20
10
7
s
e
ld
a
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t
t an
s
ub
a
cre
16
15 12
20
s
15
15
13
5
7
se
ed
m
o
25
28
5
2 4
0
29
24
19
20
38
34
3132
25
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Гильдия Маркетологов. www.marketologi.ru
The Guild of Marketers
Marketing is a system of management of the development and
promotion of products and services that bring value to the
consumer, manufacturer, and to the society as a whole, build upon
the complex analysis of the market. The definition was adopted by the
extended Council of the Non-commercial Partnership “The Guild of
Marketers” in November, 2010
Motto – Together we can accomplish more!
Positioning – social network of the professional contacts
• The Guild was established in 2001
• Consists of 270+ industrial experts in the field of Marketing from
Russian Federation, Kazakhstan, Ukraine, Bulgaria, Germany and
other countries
• info@marketologi.ru
• www.marketologi.ru
Гильдия Маркетологов. www.marketologi.ru
USP: Elevating the professional level of
expertise of every member
Think-tank:
ultra-high concentration
of marketing knowledge
Complicated
tasks
Unique
experience
stars
experts
professionals
academicians
Synergy:
Sharing knowledge and
experience, idea
generation, search of the
solutions
superstars
top experts
mega professionals
gurus
Actionable
solutions
Added value
Гильдия Маркетологов. www.marketologi.ru
Non-commercial partnership
«The Guild of Marketers»
Is a peer network of marketing professionals as individual members:
•
•
•
•
•
•
•
•
Owners and top managers of companies and organizations with
marketing paradigm appreciation
Leading experts and directors of marketing departments of various
companies and organizations in manufacturing, trade or services
industries
Professors, lecturers, authors of books in Marketing, managers and
specialists in marketing education
Consultants in Marketing and Branding
Researchers – Leaders and top experts from research agencies
Communication experts – top experts from advertising/PR/DM/BTL
agencies, editors and publishers of specialized media, employees of
public associations, event companies.
Specialists in Internet Marketing and marketing in social media
Specialists in marketing of financial services
Гильдия Маркетологов. www.marketologi.ru
Goals of the Guild
- To assist in professional growth of its members;
Professional networking: sharing experience, opinions, knowledge, data and
technology; organizing online and offline discussions, round tables; sourcing the
partners for projects.
- Development of the marketing in Russia.
Joint realization/ implementation/ support for the projects of top importance for
the marketing community. Support of the system of marketing education in
Russia. Supporting the conferences in Marketing. Active role in shaping the
civilized market of marketing services in Russia, keeping up the positive
interaction between the market players, conflicts regulation.
- Support of the socially responsible market economy in Russia.
Supporting the economic growth and increasing the well being of the
population via increase in the quality of the products, services, and
management/ distribution, as well as of information exchange and idea
popularization.
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Гильдия Маркетологов. www.marketologi.ru
Basic principles of the Guild
• Marketing professionals rather than companies/ organizations
are members of the Guild
• Membership fee is the key element of funding for the Guild.
• President, Members of the Council, Committes of the Guild
perform their duties on the unpaid basis.
• Guild will not compete with any of its members.
• Guild may only participate in a commercial project via its
professional partners.
• Equality of the Guild members.
• Voluntariness of the assumed obligations
25
Гильдия Маркетологов. www.marketologi.ru
Rights of the Guild members
•
•
•
•
•
•
•
•
•
•
Address any member of the Guild with a question, suggestion, request for
assistance or advice.
Place a personal page on the web site of the Guild.
Publish a resume or help needed note on the web site of the Guild.
Publish own articles, reviews, interviews on the web site of the Guild.
Post personal or corporate news to the weekly mail list from the web site of
the Guild (once in a month).
Create a «marketing portrait» of the own city and post it on the web site of
the Guild.
Take part in the surveys, conducted by the Guild.
Organize a seminar, training course, conference in own city and get an
information and intellectual support from the Guild.
Organize a club of marketers, round table of business and marketing, city
association of the Guild members in own city (min 7 members).
Offer a project (idea, initiative) to the Council of Guild for discussion and joint
implementation.
Гильдия Маркетологов. www.marketologi.ru
Responsibilities of the Guild
members
• Obey the ethical principles of the Guild.
• Response to the messages from other Guild
members, answer the letters, suggestions,
questions. The response needs not to be
positive, but it should HAPPEN.
• Wherever possible promote the concept of
civilized marketing in Russia and the Guild of
Marketers.
• Participate in the Annual survey of the Guild.
• Timely pay the membership fees.
Гильдия Маркетологов. www.marketologi.ru
Essential agenda of the Guild.
What we do in some detail:
• Annual survey «Current status and trends of development of
marketing services market». Since 2001. Annual Ceremony rewarding
the winners according to results of the Annual Guild Survey. Since 2004.
• Web-site of the Guild, as the major intormation platform for networking
of marketing professionals, Since 2002. (25 - 30 thousand unique
visitors per month) Newsletter from the site of the Guild (2750
supscribers). Since 2004.
• Discussion Club of the Guild – monthly events.
• Student diploma award competition in Marketing, in association with
Plekhanov Russian University of Economics. Since 2004.
• Publishing the Handbook «Marketing in Russia». Since 2005.
• Support for Curriculum in Marketing. Since 2003.
• Support for the top importance conferences. Since 2004.
• Identifying Top 100 new books on Marketing. Since 2006.
• Facebook group «Marketers’ Guild» since 2011 (3000+ members), and
other information exchange platforms.
• Award ceremony «Orders of Merit in Marketing». Since 2012.
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