Market overview. Encyclopedia of Marketing. Estimation of the number of passenger cars

Market overview of construction and major repair projects as of 05/04/2016 1. Residential building No. 14 at st. 60 years of Komsomol town. Gramoteino. Building box without porches - 100%; Roofing – insulation with mortar screed 100%, rafter system – 100%, eaves sheathing – 100%. Internal partitions, including bathrooms: in the 2nd entrance - 40%, in the 1st entrance - 5%. Floors of the 1st floor - 1st and 2nd entrance - 100%. Plumbing work - heating 100% risers, convectors 100%, basement wiring without inserting risers. The cold and hot water supply risers are 100% installed. Electrical installation work – 10%. Plastic pipes for TV antenna cables were laid along the entrances. Heating main. The supports for the above-ground part of the heating main have been completed - 100%, the pipes have been installed 100%, and the heating main has been pressure tested. 2. Residential 9-storey building at the address: st. Sovetskaya 41 "B". Installation of wall panels of the 1st and 2nd and 3rd floors was completed - 100%, covering of the 3rd floor - 20%. We started installing the elevator shaft (1 tube for each entrance). 3. Major repairs for the project “redevelopment of non-residential premises at the address: st. Oktyabrskaya - 27". Dismantling work was carried out on the 1st and 2nd floors. Electrical wiring is installed on the 2nd floor - 100%, on the 1st floor - 80%. Finishing work on the 2nd floor – 60%, on the 1st floor – 25%. Floor repairs are 30% complete. 4. Major renovation of the apartment at the address: st. Morozova 5 kv.19 for an orphan. Dismantling work, repair of ceilings and repair of plank floors, cladding of walls and ceilings with plasterboard - 100% were completed. Plastic windows have been installed (without slopes or window sills). Electrical installation work – 100%. An agreement has been concluded with the energy supply company for the electricity supply to the apartment. An application has been submitted to seal the electric meter. 5. Stele on the city square and monument to Chernobyl victims. The repair of the stele has been completed. The monument to Chernobyl victims was mounted and covered with alucobond. 6. MFC on the street. Lenin 39. On April 8, 2016, a specification for equipment and computerization was received from the Heads of UKS. The corrected KS-2 forms have been submitted to the MBU "UKS" - they are checked. 7. Development of design and estimate documentation for the design and construction of an apartment building located at the address: Belovo, town. Gramoteino, st. 60 let Komsomol, 13 The land plot has been formed. Technical specifications received. The research has been completed. The technical connection agreement is at the signing stage. Design competition - 05/04/2016. Opening of applications took place, consideration of applications is carried out until 05/11/2016. 8. Design of a rural cultural and leisure center in the village. Zarechnoye, Belovo with a separate boiler house. Land plot at the stage of formation. The research has been completed. Technical specifications have been received to the required extent. The technical connection agreement is at the signing stage. Design competition – opening of applications will take place on 05/06/2016. Rules of the page: Rules for formulating questions: Roads.

Due to the emergence of various modernized, new products. Advertising agencies, departments and other specialized units study economic relations. This is to ensure that suppliers can provide a competitive price for goods and services. The market situation is an applied economic branch, methodologically based on the theory of reproduction.

Market characteristics and its components

In translation, this is a system for studying an established situation over a period of time. This concept is present in the language of entrepreneurs and economists, but it is used in other areas. The opportunistic market represents social production. More precisely, a process that is within a certain time frame, social, geographical and others, as well as under the influence of cumulative formative factors.

This concept includes various types of aggregate factors of reproduction, expressed in the dynamics of supply and demand, as well as prices. It is necessary to conduct such research in several aspects: short, medium and long term. This is directly related to the fact that the behavior of market relations is very unpredictable and depends on time, so any changes can occur instantly or after a couple of days, weeks, and so on.

Market analysis takes into account indicators in general and the specifics of the situation, namely:

• dynamics,
• variability,
• inertia,
• uniqueness,
• repetition,
• contradictions,
• unevenness.

These factors are very multidirectional, and each of them affects the market situation oppositely and simultaneously. If one of these factors increases stability and the like, then the other, on the contrary, reduces it. In view of this, the studies provide a multi-level hierarchy of indicators and values. In particular, the ones that stand out the most are those that impact the objectives of the research being conducted.

This forecast is compiled specifically for the markets for the near future. The main goals of the review: reliability and correctness, which are achieved through analysis - competent and complete. In fact, the environment or situation that exists in the market is called opportunistic. As a rule, many people want to improve it, and for this purpose a standard forecast has been created, which includes several parts:

• an introduction consisting of characteristic features learned over a period of time;
• the production part with the analysis and dynamics of demand, supply and corresponding sales of goods, services, scientific and technical devices, and so on;
• consumption and demand for a product, which indicates the reasons for changes and distribution accordingly;
• trade between cities, countries - global implementation. This part of the review focuses on the possibilities for developing or improving the enterprise as an exporter;
• the price component is a market factor, which is the main one in the entire forecast. This part indicates the general dynamics of wholesale, exports, as well as the relationship between supply and demand. The main indicators of other enterprises are highlighted, a forecast for the near future is created taking into account the development or improvement of equipment, goods or services.

The market state at a certain point in time is the market situation in the current period. Moreover, it can be improved, changed, improved.

Features of market research

The economic situation is a market situation that includes certain indicators:

• production potential;
• market capacity and structure;
• organization;
• terms of implementation;
• supply and demand.

The situation is studied at different levels. In fact, it has several spheres: global, industry, and individual goods. If you study the general economic part, then they take into account various international factors, the ability of the production part to be implemented at the proper level, without loss of profit, and the like. In the case of the industry sector, knowledge of global practice is required.

But these market research are based on information, as well as analysis and processing of data in a certain market in a specified period of time. Individual products are generally not considered by large economic enterprises. There are times when studying one product or service can bring enormous profits to the entire economy. In this case, it is studied in the same way as other areas.

Market - a set of existing and potential buyers of a product.
A market may be formed for some product, service or other object of value. For example, the labor market consists of people, consists of people willing to offer their labor power in exchange for wages or goods. To facilitate the functioning of the labor market, various institutions such as offices and employment consulting firms appear and multiply around it. The money market is another important market that satisfies human needs, which makes it possible to borrow, lend, save money and guarantee its safety. A market of donors is also emerging to meet the financial needs of non-profit organizations so that they can continue their activities.
Seller's Market – it is a market in which sellers have more power and where the most active “market parts” have to be buyers.
Buyer's market – This is a market in which buyers have more power and sellers have to be the most “active parts”.
Enterprise market is a set of individuals and organizations purchasing goods for use in further production, for resale or redistribution. Enterprises are the market for raw materials, components, devices, auxiliary equipment, supplies and services.
Industrial goods market consists of individuals and organizations purchasing goods and services in order to increase sales, reduce production costs, or fulfill any social or legal requirements. Compared to the consumer goods market, the industrial goods market has fewer buyers, and those few buyers are larger and more closely concentrated geographically. The demand for industrial goods is determined by the demand for consumer goods. Inelastic and changes abruptly. Purchasing in the industrial goods market is carried out by professionals, and the decisions made by industrial buyers vary depending on the situation.
Intermediate sellers market consists of individuals and organizations that buy and sell goods produced by others. Intermediaries need to make decisions regarding suppliers, prices, delivery terms and product mix.
Government market has a huge capacity. Its members annually spend $476 billion on goods and services for defense, education, public welfare and other social needs. The practice of public procurement is characterized by pronounced specificity and the presence of clear technical requirements. At the same time, most procurement is carried out by open tendering or contracting methods based on the results of negotiations.
The market is a meeting place for production, sellers with buyers, contact. There are no identical markets; the market is always specific.
Pure competition market consists of many sellers and buyers of some similar commodity product
Market of monopolistic competition consists of many sellers and buyers who transact not at a single retail price, but over a wide range of prices consists of a small number of sellers who are very sensitive to each other's pricing policies and marketing strategies In a pure monopoly, there is only one seller in the market

Market conditions- this is a set of conditions under which activity in the market currently takes place. It is characterized by a certain ratio of supply and demand for goods of a given type, as well as the level and ratio of prices.
There are three levels of market research:
General economic
Industry
Commodity
The main goal of studying the conditions of the commodity market is to establish the extent to which the activities of industry and trade affect the state of the market, its development in the near future and what measures should be taken to better satisfy the population's demand for goods and to more rationally use the capabilities available to the production enterprise. The results of the study of the situation are intended for making operational decisions on the management of production and sales of goods.
Information needed to study market conditions
general information

Commercial information

Special information

State and industry statistics data, official forms

The general goal of marketing research is to determine the conditions under which the most complete satisfaction of customer demand for the goods of an enterprise is ensured and the prerequisites are created for its effective functioning. In the process of marketing research, the primary task is to analyze the current relationship between supply and demand for the company’s products, i.e. compiling a market overview.

Market overview- this is a description of the conditions under which the enterprise is currently operating on the market. Market conditions are characterized by a certain ratio of supply and demand for goods of a certain type, as well as the level and ratio of prices.

Economists are considering three levels of research market conditions:

• 1) general economic;
• 2) industry;
• 3) commodity.

When substantiating product policy, research is carried out mainly in the field of conditions in specific product markets, but the state of general economic and industry conditions for the sale of products is taken into account.

primary goal conducting marketing research of the product market - to establish to what extent the activities of competitors and trade affect the state of the market, what are the prospects for market development and what measures should be taken to better satisfy the population's demand for goods, more rationally using the capabilities available to the production enterprise.

Comprehensive marketing research of the product market involves:

• using a variety of complementary sources of information (see section 3.2);
• combination of retrospective analysis with forecast of sales volumes (see section 3.6);
• application of a combination of various methods of analysis and forecasting (see sections 3.2-3.7).

TO market conditions include the following.

• 1. Production figures:
  • production volumes of assorted goods and their dynamics;
  • level of product assortment renewal;
  • provision of materials, raw materials, production facilities;
  • fulfillment of orders for the supply of goods;
  • number of complaints.
• 2. Consumption indicators:
  • volume of trade turnover;
  • volumes of inventory (at the enterprise, in trade organizations) and their dynamics;
  • volumes of sales of goods, including through distribution channels (wholesale, retail, branded trade);
  • the amount of unsatisfied demand in the expanded assortment;
  • sale of goods at discounted prices (including markdowns, seasonal sales, etc.);
  • volume of effective demand.
• 3. Trade indicators:
  • market volume;
  • distribution of market shares and their dynamics;
  • market saturation;
  • price dynamics;
  • list of goods of limited and high demand.

The marketing service of a textile enterprise must monitor data on the dynamics of product production in comparison with applications and orders from wholesale buyers, information on the movement of goods in the warehouse and in the retail distribution network. Analysis of these data allows us to draw fairly reliable conclusions about trends in the development of demand for the product under study. By comparing the dynamics of receipts, sales and inventories for individual items in the assortment of goods of the group under consideration and the share of each of them, it is possible to determine, firstly, shifts in the microstructure of demand, and secondly, the degree of compliance of the assortment of goods with market needs.

The forecast of market indicators by its nature is short-term forecast. Taking into account the peculiarities of forecasting market indicators, it is most appropriate to application of economic and statistical methods of analysis And forecasting models (index, graphic, grouping method), which involve the determination of structural indicators by processing and studying time series.

Calculations of probable values ​​of market indicators are multivariate nature(see section 3.6). This is determined by the following circumstances:

• instability of the country's economic development;
• the same indicator can be calculated using different methods, resulting in different totals;
• calculations can, and in some cases should, be carried out taking into account various scenarios for the development of the market situation.

Results of marketing research of market conditions

are presented in the form:

• 1) summary review or report(containing general economic and industry indicators of the consumer goods market, highlighting the most characteristic trends and relationships of individual product markets);
• 2) thematic (problematic or product) review market conditions, reflecting the specifics of a specific situation or an individual product market with its current problems;
• 3) operational (signal), market information, which is a kind of signal about certain processes of market conditions according to data from trade correspondents, population surveys, and expert assessments of specialists.

Let us present the structure of a market overview of goods.

Section 1. Assessment of market conditions in the current period.

A comparison of indicators of market conditions for the sale of goods can be carried out in the form of table 3.20.

The market review reflects the results of the analysis of these indicators in the form of a list of goods that are and are not in high demand.

The results of the enterprise performance assessment reflect the results of the analysis of information on the progress of goods deliveries (violation of supply contracts), product quality checks and data on complaints.

Table 3.20

Comparison of indicators of market conditions for the sale of goods

Character ristics demand	Indicators
	Production			Sale			Reserves
	Height	ism opinion	life	Height	ism opinion	life	Height	ism opinion	life
Limited demand
Stable demand
Increased demand

Section 2. Forecast of key market indicators Data from the forecast for the development of market conditions are covered. This section reflects the main trends in the development of market conditions in the forecast period:

• which goods will be in short supply on the market and which may be in excess;
• what changes may occur in sales and inventory;
• what difficulties may arise with the fulfillment of contractual obligations under the influence of the current market situation.

As a result, a balance is drawn up between expected production (delivery), forecast of demand for goods and the required level of inventory.

In this section, based on the results of the two previous sections, a list of goods is compiled, the production of which needs to be increased, reduced, discontinued, as well as a list of measures that need to be taken to increase production efficiency and meet market needs (improving delivery schedules, proposals for direct communications, changes sales areas, advertising, maintenance, etc.).

Market research is carried out as part of the marketing activities of the enterprise. For their regular implementation it is necessary to have appropriate qualified specialists. Specialized research organizations may also be involved in research.

An example of the structure of a report from the Aniteks company based on the results of a marketing research “Analysis of the bed linen market in the Russian Federation and a forecast of its development until 2012 in the context of the global economic crisis”

Research company "Gortis" (St. Petersburg)

LAMINATED PARQUET

INTRODUCTION

Geography of the study:

Russian Federation (as a whole), regions defined by the boundaries of the Federal Districts: Northwestern Federal District, Ural Federal District, Siberian Federal District, as well as Moscow and the Moscow region

Assessment of the capacity (in monetary and physical terms) of the laminated parquet market.

Assessment of demand by types, price segments.

Forecast of changes in market volume and structure in the medium term (2004-2005).

Laminated parquet differs in wear resistance classes: 21 (conditional scope of application - bedroom), 22 (living room), 23 (hall, hallway), 31 (small offices), 32 (hotel), 33 (restaurant with dance floor). Retail price range: 8-36 USD/sq.m. The most popular is class 31 parquet. Based on the installation method, a distinction is made between “glued” and “lock” (glueless installation) parquet. “Castle” parquet costs 15-30% more than “adhesive” parquet.

Estimation of demand volumes.

According to specialists from MIK GORTIS, residents of the Russian Federation will purchase a little more than 12 million sq.m. in 2003 for the renovation of residential premises of various types. laminated parquet. The share of demand from the “population” for laminated parquet is 75-85%% of the total volume. Consequently, the total volume of purchases of laminated parquet in the Russian Federation in 2003 will be about 15 million sq.m.

Forecast of dynamics of the TOTAL VOLUME of demand for laminated parquet in the Russian Federation

Import of laminated parquet to the Russian Federation (import of goods declared under HS codes 4411ххххх, 4815000000*/)

2002 - about 75 thousand tons, which corresponds (with a density of about 0.9 g/cm3) to 10.5 million sq.m.

2003 - about 115 thousand tons (forecast based on information for 9 months), or 16.0 million sq.m.**/, i.e. The increase in import volumes in 2003, compared to 2002, was about 50%.

COUNTRY OF ORIGIN OF LAMINATED PARQUET FLOORS
imported for 8 months of 2003 according to customs statistics (group codes 4411 ХХ ХХХХ, %% by net weight)

Approximately 20% of imported laminated parquet was processed through companies in St. Petersburg, about 38% through companies in Moscow and the Moscow region

The basis of the offer is laminated parquet from Germany. There are no large laminated parquet production facilities in Russia that have a significant impact on the market. In 2002, Kronospan AG (Austria) began creating a complex that involved organizing large-scale production of laminated parquet in the Moscow region (Egorievsk). Perhaps it was the anticipation of the appearance of Russian products on the market (which would push prices down) that pushed participants to significantly increase imports of laminated parquet in 2003.

HOUSEHOLD MIRRORS

INTRODUCTION

Geography of the study:

Russian Federation (as a whole)

Ural region (Ekaterinburg, Chelyabinsk, Perm, Ufa, Kurgan, Tyumen)

MAIN GOALS AND OBJECTIVES OF THE RESEARCH

Assessment of the capacity (in monetary terms) of the market for household mirrors in the Ural region (including the cities of Ekaterinburg, Chelyabinsk, Perm, Ufa, Kurgan, Tyumen) as well as in the Russian Federation as a whole.

Forecast of changes in demand volume in the medium term (2003-2005) in the Ural region.

Analysis of the structure of demand and consumer preferences, incl. structure of the used “park” of household mirrors according to the place of use (as part of furniture and separately; for the bathroom, hallway, bedroom, etc.)

Number of mirror purchases in 2002, purpose and features of mirrors purchased in 2002

Description of the structure of the “mirror buyers” group.

METHODS OF INFORMATION COLLECTION

Survey of “city” residents aged “16 years and older.” The respondent is a family member who makes the bulk of purchases of household goods. Sample size - 1600 rep.

Interviews with Experts.

Wall mirrors are found somewhere (in the hallway, in living rooms or in the bathroom) in the apartments of 85% of the urban population of the Russian Federation. Two out of three apartments have mirrors in their rooms, while in more than half of the apartments these are mirrors as part of the furniture. A small part (4-6%%) of hallways and bathrooms are “equipped” with two or more mirrors (“there are mirrors both separately and as part of the furniture”).

QUESTION: “Where are there mirrors in your apartment?”

Almost 60% of all wall mirrors available to the population of the Russian Federation are rectangular in shape, about 30% are round or oval, and mirrors of “complex” shapes (polygonal, curvilinear) so far account for no more than 10% of the total “park” of wall mirrors. Among purchased mirrors, the share of rectangular shapes is about 53%.

In 2002, wall mirrors were purchased by representatives of approximately 2.4 million families living in the cities of the Russian Federation.

About 2.0 million families bought mirrors as part of some piece of furniture. The average size of a purchased mirror is 0.4 sq.m. The average cost of a purchased wall mirror is 1100 rubles. In 2002, approximately 28 thousand household mirrors (outside furniture) were sold per 1 million urban population in the Russian Federation in 2002.

The algorithm for choosing a mirror is based on the “place where it should hang”; it is the “place” that is a strict limitation on the freedom of choice and predetermines the leading role of the “size” characteristic. A mirror is a durable product and that is why cost (“price”) is not a key factor in choice, but quality characteristics (shape, design) play a very significant role.

QUESTION: “What shape are the mirrors you bought?”

%% of the urban population of the Russian Federation of those who bought wall mirrors in 2002 (bought by about 7% of families living in cities of the Russian Federation)
%% of urban population having wall mirrors

The difference in the structures “I have” and “I buy” reflects changes in the structure of supply (a decrease in the share of rectangular mirrors).

In the future, the relative decline in demand for rectangular mirrors will continue. However, more rectangular mirrors were sold in 2002 than any other shape. Probably the same situation will happen in 2003. More than half of the respondents planning to purchase a mirror in 2003 believe that shelves or built-in lamps are, to one degree or another, a necessary attribute of a wall mirror.

CALCULATION OF THE VOLUME OF RETAIL DEMAND FOR HOUSEHOLD MIRRORS IN THE RF (2002)

With a probability of 80% it can be stated that the actual demand characteristics are within the range of ±10% of the specified

Dynamics of mirror cloth import volumes

structure of mirror imports (2003) %% net weight (TN code 7009910000) by country of origin

import dynamics in 2003 at 7009910000, tons per month

ASSESSMENT OF THE VOLUMES OF PURCHASES OF HOME FURNITURE BY RESIDENTS OF CITIES IN THE EUROPEAN FEDERAL DISTRICTS OF THE RF IN 2002

On average in the Russian Federation, per 1 million urban population there are slightly more than 25 million USD in home furniture sales. Sales volumes of home furniture in selected federal districts amounted to 80% of the all-Russian total. Estimation of sales volumes of office furniture without taking into account demand from state and municipal bodies and institutions.

SHOES

INTRODUCTION

MAIN GOALS AND OBJECTIVES OF THE RESEARCH

Review of the footwear market. Estimation of demand volumes.

Forecast of changes in market volumes in the medium term (2003-2005).

GENERAL INFORMATION

Currently, the world produces about 12 billion pairs of shoes per year. By 2004, this figure should increase to 13.5 billion pairs. Approximately 1.2 billion pairs are produced in Europe, of which 900 million pairs are produced in Western Europe and about 300 million pairs in Eastern Europe. Despite its relatively small share of total global footwear production, Europe is a leader in the production of high-quality footwear.

The Russian footwear market is represented by 12 large enterprises and about 70 mini-productions. The Russian industry accounts for about 0.3% of global shoe production, so there is simply no talk of serious competition with the leaders of world production. It is also worth noting that almost all of the world's leading shoe manufacturers are located in Asian countries. Of the European countries, only Spain and Italy were able to break into the top ten. Every second pair of footwear products is made in China.

Globally, an average of 1.9 pairs of shoes are purchased per person per year. At the same time, in the USA this figure is the highest - 6.5 pairs, in Europe - 3.8-4.5 pairs, in Southeast Asia - from 0.7 pairs in India to 2.0 pairs per person per year in China. In 2000, Russians purchased 197 million pairs of shoes. Thus, for each resident of the country there were 2.7 shoes, slippers or boots, or 1.35 pairs of shoes. In Soviet times, the similar figure was 3.2 couples per capita. Most of the footwear market (except for children's), according to some estimates, up to 75% is women's shoes.

In 2003, the import of shoes into Russia (declared under group codes 64хх хх хххх) amounted to about 62 million pairs. Excluding the import of semi-finished products, blanks and components. Excluding imports from and through Belarus.

The main supplier of shoes for Russian citizens is China. About 75% of pairs of shoes were imported from this country (declared under group codes 64xx xx xxxx), another 9% were brought from Turkey and only about 2% from Italy (The share of Italian shoes on the Russian market is significantly higher, since shoes are not always Italian made in Italy, and this is not a deception of buyers, but a consequence of the transfer of production to countries with cheaper labor.) In addition, among the main suppliers of shoes to Russia are Vietnam and Ukraine.

There is no point in relying on the customs value of imported shoes, because... The average customs value of a pair from China is less than 4USD, and from Italy - about 38 USD.

The Russian footwear market is developing unevenly. Shoemakers call the middle segment the most dynamic segment, i.e. with prices per pair ranging from $50 to $120.

VOLUME OF THE RUSSIAN FOOTWEAR MARKET
(estimate ±5 million pairs per year)

VOLUME OF THE RUSSIAN FOOTWEAR MARKET
(estimate ±50 million USD per year)

(estimate ±5 million USD per year)

VOLUME OF FOOTWEAR MARKET IN ST. PETERSBURG
(estimate ±0.2 million pairs per year)

RELATIVE INDICATORS OF THE FOOTWEAR MARKET IN RUSSIA AND ST. PETERSBURG

On average, a resident of St. Petersburg spends 40% more on shoes than the average resident of the Russian Federation.

The share of imported shoes in the St. Petersburg market is about 80% (according to the St. Petersburg Shoe Chamber association).

In St. Petersburg in 2003, about 450 thousand pairs of shoes were sold at a price of 100 USD or more per pair, amounting to about 70 million USD.

Average prices for imported model (Italy, Spain, France, Germany) shoes in St. Petersburg: women's shoes - 5,100 rubles, men's boots (shoes) 5,600 rubles.

Price index of the presented assortment of imported shoes in large shopping centers in St. Petersburg (January-February 2004):

MOTIVES FOR CHOOSING CLOTHES BY VISITORS OF BRAND STORES
factors for choosing Clothing by Buyers, normalized to 100%.

An important feature: when buying shoes, more attention is paid to the brand than when buying clothes. This is probably due to the fact that low-quality shoes are found in stores more often than low-quality clothing, and the consequences of “lack of quality” are more serious.

Clothes and shoes largely bear the imprint of a person’s status position. Accordingly, people try to buy models and brands of clothing and shoes that are worn in their immediate social environment.

There are three main motives that determine the choice of a Store where a potential Buyer will go to buy clothes or shoes:

• convenience of location;
• confidence in the quality of goods;
• big choice.

75-80% of the success of a store selling clothes and shoes is determined by two complex concepts: “PLACE” and “ASSORTMENT” (assortment policy). Every year the importance of the “product quality” factor increases.

VEGETABLES

INTRODUCTION

MAIN GOALS AND OBJECTIVES OF THE RESEARCH

Review of the open ground vegetable market in St. Petersburg and the Leningrad region. Estimation of demand volumes.

Forecast of changes in market volumes in the medium term.

GENERAL INFORMATION

The region defined as St. Petersburg and the Leningrad region is home to 6,360 thousand people, which is 4.4% of the total population of the Russian Federation. The urban population in the study region is 5800 thousand people (St. Petersburg - 4680 thousand people and Leningrad region - 1120 thousand people), which is 5.4% of the urban population of the Russian Federation. The rural population in the region is 560 thousand people, which is 1.4% of the total rural population of the Russian Federation.

Leningrad region

In 1990, there were 203 large state farms and 3 collective farms in the region, and by the beginning of 2002, 12 state enterprises and 200 private enterprises appeared in the region, of which 5 collective farms, 1 state farm, 194 enterprises of new organizational and legal forms.

The land fund of the Leningrad region is 8390.8 thousand hectares. 822.5 thousand hectares of agricultural land are used in agricultural production (only 9.6%), incl. 451.4 thousand hectares are occupied by arable land. In the structure of the land fund, the area of ​​non-agricultural land is occupied by 90.4%, including 59.1% by forests.

The Leningrad region produces 30% of all agricultural products in the North-Western region.

Saint Petersburg

According to the St. Petersburg Committee of Statistics, on the territory of St. Petersburg there are 13 agricultural enterprises and 2 poultry farms, which own or lease 26.0 thousand hectares of land, including 21.0 thousand hectares of agricultural land, of which 15.0 thousand hectares are arable land.

According to their departmental affiliation, agricultural enterprises in St. Petersburg belong to the Ministry of Agriculture of the Russian Federation and are part of the agro-industrial complex of the Leningrad region.

Potato

The gross potato harvest by all farms in St. Petersburg and the Leningrad region in 2003 is estimated at 770 thousand tons (estimate range 750-820 thousand tons), which is 2.3% of the total gross potato harvest in the Russian Federation (about 34,000 thousand tons).

Agricultural producers in Leningrad Region and St. Petersburg collected 170-175 thousand tons of potatoes, i.e. about 22%. The rest of production (about 600 thousand tons) occurs on private farms (and in a very small amount, which can be neglected, on farms).

Assessment of the balance of use of the potato harvest in the Leningrad region and St. Petersburg in 2003:

Export outside the region (London and St. Petersburg) of potatoes (grown in Leningrad and St. Petersburg) as marketable products is about 25 thousand tons.

Potato consumption by all residents of St. Petersburg and the Leningrad region in 2003 is estimated at 555 thousand tons (estimate range 520-570 thousand tons), which is 3.2% of the total volume of potato consumption in the Russian Federation. Of the 555 thousand tons of consumed potatoes, approximately 385 thousand tons are potatoes grown in the Leningrad Region and St. Petersburg ("70%), imported - about 35 thousand tons ("6%) and about 135 thousand tons (" 24%) - potatoes from neighboring and other regions of the Russian Federation (from the Pskov and Novgorod regions, Belarus, etc.)

Consumption in St. Petersburg is about 340 thousand tons, and in the Leningrad Region - about 215 thousand tons

Of the total potato consumption of 555 thousand tons, approximately 330-340 thousand tons are purchased, i.e. About 60% of the potatoes consumed in Leningrad Region and St. Petersburg pass through the market. Of the 330-340 thousand tons of potatoes sold in St. Petersburg and the Leningrad Region, the share of local harvest products accounts for 49% or about 165 thousand tons, the share of imported potatoes in the volume of purchases is about 10% and potatoes from neighboring regions - about 41%

In monetary terms, the volume of retail sales of potatoes in 2003 can be estimated at approximately 2,700 million rubles. or 90 million USD, i.e. per “capita of the population of the region” per year there are slightly less than 430 rubles of expenses for the purchase of potatoes (fresh).

Open ground vegetables carrots, onions (onions), cabbage (white cabbage), beets

The gross harvest of open-ground vegetables by all farms in St. Petersburg and the Leningrad region in 2003 is estimated at 240 thousand tons (estimate range 220-270 thousand tons), which is 2.4% of the total gross harvest of open-ground vegetables in the Russian Federation (about 10,200 thousand . tons). Agricultural producers in Leningrad Region and St. Petersburg collected 100-105 thousand tons of open ground vegetables, i.e. about 42%. The rest of production (about 140 thousand tons) occurs on private farms (and in a very small amount, which can be neglected, on farms).

Consumption of open-ground vegetables by all residents of St. Petersburg and the Leningrad region in 2003 is estimated at 385 thousand tons (estimate range 370-400 thousand tons), which is 3.6% of the total consumption of these vegetables in the Russian Federation.

Of the 385 thousand tons of consumed vegetables, approximately 190 thousand tons are vegetables grown in the Leningrad Region and St. Petersburg ("49%), imported - about 55 thousand tons ("14%) and about 140 thousand tons (" 37%) - vegetables from other regions of the Russian Federation.

Consumption in St. Petersburg is about 240 thousand tons, and in the Leningrad Region - about 140 thousand tons

Of the 385 thousand tons of open ground vegetables consumed in the region

• cabbage (heads of cabbage) - 190 thousand tons
• onions (onion) - 50 thousand tons
• carrots - 95 thousand tons
• beets - 50 thousand tons

Average per capita consumption

• cabbage (head) - about 30 kg per year
• onion (onion) - about 8 kg per year
• carrots - about 15 kg per year
• beets - about 8 kg per year

Of the total vegetable consumption of 385 thousand tons, approximately 330 thousand tons are purchased, i.e. About 85% of open ground vegetables consumed in Leningrad Region and St. Petersburg pass through the market. Of the 330 thousand tons of open ground vegetables sold in St. Petersburg and the Leningrad Region, the share of local harvest products accounts for 40% or about 135 thousand tons, the share of imported vegetables in the volume of purchases is about 17% and vegetables from other regions of the Russian Federation - about 43%

ASSESSMENT OF VOLUME OF SALES OF OPEN GROUND VEGETABLES IN ST. PETERSBURG AND LENINGRAD REGION 2003

In monetary terms, the volume of retail sales of open-ground vegetables in St. Petersburg and the Leningrad region in 2003 can be estimated at approximately 3,330 million rubles. or 111 million USD, including:

BEER

INTRODUCTION

Results of a number of proactive studies by MIC GORTIS.

Surveys of residents of St. Petersburg (excluding suburban areas) aged “16 years and older”, conducted by company personnel in June 2003, as well as in July 1997 and June 1999.

Beer-2002

According to experts from GORTIS - marketing research, consulting, residents of St. Petersburg spent 200-220 million USD on purchasing beer in 2002, and residents of the Russian Federation - approximately 5.9 billion USD. The total volume of beer consumption in St. Petersburg in 2002 can be estimated at 310-340 million liters, of which 40-45 million liters (approximately 12% of the total volume) are drunk by “guests of our city”.

Beer-2003

According to the results of research by MIC GORTIS for

6 years of observation from 1997 to 2003, the proportion of residents of St. Petersburg (without suburbs) aged 16 years and older who claim that they drink beer has NOT INCREASED. According to the results of a survey conducted in July 1997, 48-50% of the adult population of St. Petersburg claimed to drink beer, and in June 2003 - 43-45%%. Taking into account the abnormally cold June 2003, we can talk about stability in the share of beer consumers. The stability of the share of beer consumers indicates that huge expenditures on advertising and promotion of beer brands are aimed at increasing market share at the expense of competitors (“pulling the blanket”) and/or increasing the intensity of consumption.

Over the past 6 years, the gender and age structure of beer consumers has not changed. In 2003, as in 1997, men made up 62-64%%, and the average age of adult (“16 years and older”) beer consumers was and remains 38 years. In 1997, 65% of all men and 33% of all women drank beer, while in 2003 “only” 60% of men claim to drink beer, and the proportion of women who drink the foamy drink remained unchanged at 32%.

Share of beer consumers in different sex and age groups (2003)
(%% of group representatives say they drink beer)

ASSESSMENT OF MARKET SHARE DYNAMICS
based on the preferences of residents of St. Petersburg

Compared to 1997, the share of products from Baltika OJSC on the market has decreased significantly. In 2003, non-St. Petersburg manufacturers are already serious and noticeable market participants.

Among beer consumers, approximately 38% are women, and half are under 35 years old. But among fans of varieties from the Kaluga Brewing Company, the share of people under 35 years of age is more than 80%, while among fans of beer from Stepan Razin there are only 35% of this age. Young people are more loyal to the tin can, and women are more loyal to dark types of beer. See Table for details.

Dynamics of the structure of people who prefer BEER from various Manufacturers
(%% in each consumer group)

It is necessary to note the stability of the gender and age composition of residents of St. Petersburg who prefer beer from Stepan Razin. Among the admirers of beer from Stepan Razin, the majority are men. The share of women among those who prefer Viennese beers has increased significantly. Women make up almost half of Vienna's consumers. It is also necessary to note the “drift towards the feminine side” of the products of Baltika OJSC.

Structure of beer lovers

ADDITIONAL INFORMATION according to the website of the “UNION OF RUSSIAN BREWERS” www.beerunion.ru

The Baltika company is the leader in the Russian beer market; its share at the end of 2003 was 20.6%. The Baltika company sold 1,617 million liters of beer in 2003, providing net sales (excluding VAT and excise tax) of 737 million USD and net profit of 123 million USD. Baltika's profitability indicators are above the industry average. Export sales amounted to 100 million liters. The sales volume of Baltika brand beer amounted to 850 million liters.

On March 9, 2004, the Governor of St. Petersburg signed a decree of the city government on the construction of a malt plant on the territory of St. Petersburg in the village of Ust-Slavyanka. The capacity of the new malthouse will be 105 thousand tons of malt per year.

The volume of brewing malt consumption in Russia is 1.2-1.3 million tons per year.

Malt imports in 2003 amounted to 551 thousand tons. The main countries importing malt to Russia: Germany (26%), Finland (17%), France (9%), Great Britain (7%), Denmark (7%), Czech Republic (7%), Slovakia (7%), Sweden (4%), Belgium (4%), Hungary (3%)

APPLIANCES

INTRODUCTION

Geography of the study:

St. Petersburg (without suburbs)

MAIN GOALS AND OBJECTIVES OF THE RESEARCH

Determining the level of popularity of household appliances and electronics stores.

Assessment of volumes and structure of demand.

Identification of the population's current understanding of brands of various types of household appliances.

Determining the “portrait” of buyers of household appliances and electronics.

PRIMARY INFORMATION COLLECTION METHOD

Survey of residents of St. Petersburg (without suburbs). Sample sizes - 1000-1500 respondents.

PURCHASE OF HOUSEHOLD APPLIANCES IN 2003

For 2003, the number of purchases of household appliances is estimated at no less than 1.5 million. The last quarter of 2003 accounted for at least 40% of all purchases of household appliances for the year. For 100 purchases there were about 130 items of household appliances.

ESTIMATE OF THE NUMBER OF PURCHASES OF MAIN TYPES OF HOUSEHOLD APPLIANCES IN 2003 BY Families of St. Petersburg Residents (excluding suburbs)
in which there are persons aged from 16 to 60 years;
These families account for at least 92% of total purchases

For comparison:

in 2000, the total number of purchases was about 1.1-1.2 million, and the total number of televisions purchased was estimated at 170-190 thousand units. per year, i.e. even without taking into account the increase in purchase costs, we can talk about market growth by more than 50%.

STRUCTURE OF PURCHASES OF HOUSEHOLD APPLIANCES
shares of main types of household appliances %% number of purchases

PURCHASE OF EQUIPMENT ON CREDIT IN SEPTEMBER-DECEMBER 2003
share among buyers of those who purchased equipment on credit %% of those who purchased household appliances in September-December 2003

During the period from September to December 2003, 16% of buyers (approximately 80 thousand families) bought household appliances on credit.

The share among buyers of various types of equipment of those who purchased equipment on credit:

ADDITIONAL INFORMATION

“The volume of consumer lending in Russia doubled in 2003 to 1.54 trillion rubles. The level of loan defaults in Russia remains low. In 2001, there was 1 default for every 132 loans; in 2002, there was 1 default for every 205 loans.”

From the speech of the President of the Association of Regional Banks of Russia Alexander Murychev.

VIEWS ABOUT QUALITY EQUIPMENT BRANDS

TVs

“What brands of television do you consider to be of high quality?” (December 2003)

10% of St. Petersburg residents aged 16-60 years have no idea what brands of TVs are of high quality (as in September).

The leader in popularity is still the “SONY” TV brand.

However, the SAMSUNG brand continues to gain popularity, and has already displaced the PANASONIC brand from 2nd place, which, however, has kept the number of its supporters unchanged. In September, “SAMSUNG” was considered the best quality by 21% of buyers, in December already 32%!

In total, the study identified 31 brands of televisions as being of high quality (in September - 32 brands).

WASHING MACHINES

“What brands of washing machines do you consider to be of high quality?” (December 2003)

28% of St. Petersburg residents aged 16-60 years (29% in September) have no idea what brands of washing machines are of high quality.

In September, 20 brands were named the best brand of washing machines, in December already 30 brands.

REFRIGERATORS

“What brands of refrigerators do you consider to be of high quality?” (December 2003)

33% of St. Petersburg residents aged 16-60 years have no idea what brands of refrigerators are of high quality. In total, 34 brands of refrigerators were considered to be of high quality during the study.

The best VCRs, DVD players and video cameras, according to St. Petersburg residents, are from “SONY” and “PANASONIC”.

ADDITIONAL INFORMATION

The volume of the Russian market of household appliances and electronics in 2003 is estimated at 8.1 billion USD (according to www.mallmag.ru). Five retail chains of household appliances and electronics: Tekhnosila, M.video, Mir, Party, Eldorado sold goods worth approximately USD 1.2 billion in Moscow in 2003.

The turnover of the Eldorado company, which includes about 400 stores, in 2003, according to the United Financial Group, amounted to $1.28 billion.

cars

INTRODUCTION

Systematization and analysis of secondary information.

ESTIMATION OF THE NUMBER OF PASSENGER VEHICLES

At the beginning of 2004, 36% or 560 thousand families in St. Petersburg (with its suburbs), incl. 23% have at least one domestic car, and 14% have a foreign car. Approximately 2.5% of city families have two or more cars. In total, there are about 600 thousand passenger cars in personal use by St. Petersburg residents. About 50 thousand passenger cars are probably managed by firms, organizations and departments.

Consequently, the total fleet of passenger cars in St. Petersburg is estimated at approximately 650 thousand vehicles, of which 37-38%% or 240-250 thousand are foreign-made vehicles.

For comparison: in St. Petersburg, the number of passenger cars in 2000 was estimated by specialists from MIK GORTIS at 580-600 thousand, of which 175-200 thousand or 30-33% were foreign-made cars.

At the beginning of 2004, residents of the Russian Federation had slightly more than 15 million passenger cars in personal use.

Estimation of market volumes

The volume of the passenger car market in St. Petersburg in 2003 amounted, according to our estimates, to 1150-1200 million USD, which is 28% more than the volume of 2002.

In general, in the Russian Federation, the volumes in 2003 are estimated at 24.0-24.5 billion USD, which is 30-32% more than in 2002. Sales of new foreign cars in the Russian Federation for 2003 are estimated at 200-210 thousand cars (in 2002 - 110-120 thousand), used foreign cars were probably sold 380-400 thousand (in 2002 - 460-480 thousand) , and sales of new domestic cars are about 1 million units. (in 2002 - about 900 thousand). If in 2002, according to our estimates, sales volumes of new foreign cars amounted to 2.1-2.3 billion USD, then in 2003 - more than 5 billion USD. The sales structure of new foreign cars has also changed significantly.

Sales of new cars, grouped by country brand, %% of cars sold in 2002.

SALES OF NEW FOREIGN CARS IN 2003
grouping of car brands by country %% of the number of cars sold

SALES STRUCTURE OF NEW FOREIGN CARS
%% of the number of cars sold in 2002 and 2003

Due to objective macroeconomic reasons, 2003 could not become the year of European cars in Russia, but the decrease in the share of German brands in the total number of cars sold from 27% to 12% cannot be attributed only to the EURO exchange rate. You can remember that BMW, Mercedes, Audi represent, first of all, cars in the upper price category, VW’s models are no longer new, and Opel is historically less popular (for now), but with the new Vectra it has increased its share somewhat.

CHANGES IN THE STRUCTURE OF MOTORISTS OVER THE LAST THREE YEARS
structure of people using a car to move around the city, %%

Of those who found themselves behind the wheel over the past three years, the share of women is 73-75%%

AGE

The change in the age structure of those driving clearly demonstrates that over the past three years, almost only people under 35 years old got behind the wheel.

EDUCATION

The share of students driving has increased over three years from 5% to 9%, but, like three years ago, at the beginning of 2004, 16-18% of motorists are senior and middle managers.

The average level of well-being of owners of foreign cars is 27-30%% higher than that of owners of domestic cars, which in turn is 14-15%% higher than the average for St. Petersburg.

As of February 2004, in St. Petersburg, 76-78%% of owners of domestic cars and 88-90%% of owners of foreign cars had entered into compulsory motor third-party liability insurance (MTPL) contracts.

During 2003, in St. Petersburg, windshields were replaced by 3.5-5.5%% of passenger car owners, side windows - 5-6%% and rear windows - 1.5-2.0%%.

SPECIAL CONSTRUCTION EQUIPMENT

INFORMATION ABOUT IMPORTATION OF CERTAIN TYPES OF SPECIAL CONSTRUCTION EQUIPMENT
(according to the State Customs Committee)

Road milling cutters (8479100000, 8430500000, 8479100000): to recipients in the Northwestern Federal District and Moscow for 9 months. In 2003, 34-38 vehicles were imported, of which about 30 were WIRTGEN and 4 were DYNAPAC, approximately 30% of the imported equipment was “used”.

Asphalt pavers (8479100000, 8430500000): for 9 months. In 2003, 116 units were imported, incl. VOGELE – 36% and ABG – 23%. Approximately 70 cars were imported to recipients in the Northwestern Federal District and Moscow, of which 37% were “used”.

Soil and asphalt rollers (8429401000, 8429403000, 8429409000): for 9 months. In 2003, about 125 cars were imported into the Russian Federation (HAMM - 50%, BOMAG - 34%), of which 46% were “used”.

Bulldozers (84281ххххх): for 9 months. In 2003, about 80 cars were imported to recipients in the Northwestern Federal District and Moscow (KOMATSU - 45%, CATERPILLAR - 21%), of which 27% were “used”. In deliveries to recipients in St. Petersburg, the share of used equipment is about 50%, and for recipients in Moscow - less than 20%!!! Over the past two years, the number of imported bulldozers has increased by 30-40% per year

Excavators (842952хххх): for 9 months. In 2003, about 330 cars were imported to recipients in the Northwestern Federal District and Moscow, of which 41% were “used”. Crawler excavators - 190 vehicles (57%). Among tracked vehicles, the share of “used” is 36%, and among wheeled ones - 48%. In deliveries to recipients in St. Petersburg, the share of “used” is more than 70%, and for recipients in Moscow – less than 25%.

Front loaders (842951хххх): within 9 months. In 2003, about 130 cars were imported to recipients in the Northwestern Federal District and Moscow, of which 37% were “used.” In total, about 250 cars were imported, of which 43% were used. In deliveries to recipients in St. Petersburg, the share of “used” cars is more than 75%, and for recipients in Moscow – about 10% (6 cars out of 56).

RESIDENTIAL PROPERTIES

INTRODUCTION

The Review of the Residential Real Estate Market of St. Petersburg uses fragments of the results of various studies by MIK GORTIS.

PRIMARY INFORMATION COLLECTION METHOD

Systematization and analysis of secondary information.

Interviews with market participants.

Results of surveys of real estate buyers and persons planning to purchase.

VOLUME OF HOUSING CONSTRUCTION IN ST. PETERSBURG
(2004-2006 - forecast of specialists from MIK GORTIS)

*/1757900 sq.m (excluding individual housing construction projects): 122 houses were built and 10 were reconstructed

During the period from 1990 to 2002, approximately 10.7 million sq.m. were built in St. Petersburg. housing.

The housing stock of St. Petersburg (with its suburbs) at the beginning of 2003 was 97.5 million sq.m. The provision of housing is about 21 square meters of total area per resident, which is approximately 20% more than in 1990.

The housing stock of St. Petersburg itself (excluding administratively subordinate suburbs) amounts to approximately 34.8 thousand houses, which contain a little more than 1.5 million apartments with a total area of ​​​​about 88 million square meters. m. (according to the yearbook “Real Estate of Russia’2003” of the IRC “Real Estate of St. Petersburg”)

The total volume of the real estate market in St. Petersburg in 2002, according to MIC GORTIS estimates, was 1.4-1.6 billion USD, and in 2003 - 2.4-2.5 billion USD.

The value of the monetary turnover of the secondary housing market in Moscow in 2002 amounted to about 3 billion USD with sales of 66-68 thousand apartments.

In 2003, they predicted an increase in prices on the Moscow housing market of about 20%, but in fact it turned out to be 40-42%. In 2003, about 70 thousand apartments were sold on the new housing market in Moscow for a total amount of about 6 billion USD.

According to the Academy of Sciences “Petersburg Real Estate”, in June 2003, apartments with a total area of ​​4.2 million sq.m. were offered on the primary residential real estate market in St. Petersburg, and at the end of 2003, the total area of ​​​​properties offered on the primary market within the city increased to 4.4 million sq.m.

As a rule, in 3-6 months. 70-90%% of apartments were sold before the house was commissioned, within 9-12 months. - about 60%, over 18 months. - 30-40%%, for 24 months. and more - less than 20%.

The share of nonresident buyers in the primary residential real estate market in St. Petersburg averages about 20% (for individual projects up to 40%).

Commissioning of residential buildings total area, thousand square meters. m. share of St. Petersburg relative to Moscow

PRIORITY SEARCH AREAS FOR HOUSING
%% of people who are in the process of searching for an apartment on the primary market of St. Petersburg consider the offer in the area first of all

MOTIVES FOR CHOOSING AN APARTMENT
factors determining buyer choice in St. Petersburg are normalized to 100%

In the process of choosing a new apartment, a potential buyer wants to have answers to the questions: 1. “where?”, 2. “how much does it cost?”, 3. “what do they offer for this money?”

AGE OF APARTMENT BUYERS IN ST. PETERSBURG

The average age of apartment buyers in St. Petersburg is 40-42 years.

Price guidelines for BUYERS WHEN searching for a new apartment

Estimated average purchase based on buyer intentions - 40-42 thousand USD*/

__________________

*/ Coincidence is random. Conclusions that the buyer wants to spend the same thousand USD on an apartment as he is old are invalid.

DYNAMICS OF REAL ESTATE PRICES IN ST. PETERSBURG compilation of estimates and forecast by MIK GORTYS
according to published calculations of companies and specialists: AN “Petersburg Real Estate”, AN “Ithaca”, belusov.boom.ru, RBI, Sternik G.M. %% growth compared to December of the previous year for housing under construction (typical)

The range of estimates of the growth rate of prices for apartments in 2003 in St. Petersburg is + 30-43%%

Forecast of price dynamics - according to a conservative scenario, i.e. The values ​​indicated are close to the lower values ​​of the possible price increase.

DISTRIBUTION OF ST. PETERSBURG'S HOUSING STOCK BY DISTRICT
(according to GUION data)

For the period 2001-2002. 31.8 thousand apartments were built in St. Petersburg, and in 2003-2004. about 55 thousand apartments will probably be built.

POPULATION OF ADMINISTRATIVE REGIONS OF ST. PETERSBURG

SPONTANEOUS FAME OF CONSTRUCTION ORGANIZATIONS
%% of the population of St. Petersburg (without suburbs)
at the age of “16 years and older”, those who were able to name at least one construction organization when answering the question:
“... THEY ARE NOW BUILDING A LOT OF HOUSING. WHAT CONSTRUCTION ORGANIZATIONS CAN YOU REMEMBER? The survey period was June 02-08, 2003. The survey was not funded in whole or in part by any real estate firm.

50% of the adult residents of St. Petersburg surveyed could not name any construction organizations. A total of 75 construction companies were named (mentioned). Among the 25 most famous were also named: Impulse, Gatchina DSK, M-Industry, Nevsky Syndicate, Baltic SK, Rant, Trest-47, Alice SK, DSK-3, Trest-20, IstochnikStroy, SIGMA TD, Chesma-Invest, Trust No. 36.

COUNTRY ESTATE

The volume of the suburban real estate market in St. Petersburg and the surrounding areas of the Leningrad Region based on the results of 2003 can be estimated at 300-400 million USD, while estimates in 2002 were at the level of “no more than 200 million USD”, i.e. we can almost talk about doubling the market.

The volume of the suburban real estate market in the Moscow region is estimated at 6 billion USD in 2003.

The so-called “elite” supply/demand segment occupies about 15% of market volumes.

WHAT IS “ELITE COUNTRY HOUSING”?
(system of factors that determine the status of an object)

Eliteness is a system of interrelated factors, i.e. an object claiming elite status must have appropriate positions in all presented areas.

1. PLACE

   geography (location)
   

   Dry beautiful area, pine/spruce. Proximity to forests and natural bodies of water suitable for swimming. Convenient road connections with the city (up to 40 minutes), as well as “general transport accessibility”. environment

   Homogeneous social environment of the microdistrict. Ecologically favorable area for living (neighborhood). Availability of social infrastructure facilities.

2. AN OBJECT

   village

   Elite country housing is only a “cottage community” with a mandatory set of certain social and domestic facilities. Isolation and closedness of the facility is welcome.

   Earth

   Size and landscape characteristics of the site (a site of at least 15 acres is dry and level, landscaping).

   House of an individual project (from 200-250 sq.m.) The architecture of the house does not play a decisive role, the buyer should have the opportunity to choose a project.

   All communication systems and life support systems at home (water, heat, electricity, communications, alarm) are at the level of “European standards”.

3. PEOPLE

   high (homogeneous) social status of the village residents

   “Ultimately, it is not the walls that give a home its elegance, but its occupants.”

4. MYTHS

   information background, public opinion formed around the name of the village, its inhabitants, location.

The main requirement for luxury suburban housing is a good, beautiful location and a good road (transport accessibility), i.e. only in a “good place can you build well for good people.”

INDUSTRIAL VENTILATION EQUIPMENT

INTRODUCTION

A fragment of the results of a market research for industrial supply and supply and exhaust machines (hereinafter referred to as PM and PVM).

Region of study - Moscow.

Main objectives of the study:

a) assessment of market volumes;

Methods of collecting information

Systematization and analysis of secondary information.

Interviews with market participants and potential users of PM and PVM.

In Moscow, more than 300 companies declare services for the supply and installation of industrial ventilation equipment.

ASSESSMENT OF THE NUMBER OF POTENTIAL CONSUMERS IN MOSCOW

Prospects for the commissioning of shopping centers for the period 2003-2005. (according to Colliers International St. Petersburg):

Moscow - 1.8-2.0 million sq.m.

St. Petersburg - 740-840 thousand sq.m.

Relocation of industrial facilities.

Despite the fact that the withdrawal of industrial enterprises from (Centre) Moscow is carried out in accordance with the developed Program and there is a “strong will of the Moscow authorities” to implement the plans, the main part of the Program dates back to the period “since 2005...”. It is beyond the horizons of medium-term forecasting that we can expect a significant increase in the volume of demand for ventilation equipment in the “industrial enterprises” segment.

In St. Petersburg there is NO program for relocating industrial enterprises outside the city or developing certain industrial zones. The documents are under development.

On July 20, 1999, the Moscow Government approved the draft Master Plan for the Development of the City of Moscow for the period until 2020. The main direction is the intensive reduction of territories for special production purposes. Removing factories from the center of Moscow is one of the city’s priorities.

According to the State Unitary Enterprise Research and Design Institute of the General Plan of Moscow, industrial territories in Moscow occupy 21 thousand hectares, of which 15.6 thousand hectares are used for their intended purpose (according to space survey data from 04/26/96 - 13.0 thousand hectares; according to Moskomzem data from 01/01/97 - 11.8 thousand hectares)

Moscow Government Decree No. 276 dated April 4, 1995 “On the development and reorganization of industrial zones in Moscow” noted that the city’s industrial zones occupy over 16% of the territory and are the most inefficient, disorderly built-up and environmentally hazardous areas. To date, 65 industrial production zones have been formed, including industrial, construction, utility, warehouse, transport and other enterprises.

According to the program for the withdrawal and repurposing of industrial and non-core organizations for the capital, back in 1971 it was planned to withdraw 356 objects, but in fact only 113 (32%) were withdrawn, i.e. 3-4 enterprises per year. Program NOT COMPLETED!

In light of the new program for reducing industrial areas, the withdrawal of 267 enterprises from the Central Administrative District of the city is planned in the near future. By 2005, according to the calculations of the State Unitary Enterprise Research and Design Institute of General Planning of Moscow, the area of ​​industrial zones should be reduced to 13.5 thousand hectares, and 16 out of 65 industrial zones should be deprived of this status. This means that at least 2000 (!!!) industrial enterprises must be relocated. According to the Research and Development Institute of the General Plan of Moscow (presented at the Moscow Urban Planning Exhibition), the area of ​​industrial zones in Moscow should be reduced by 2020 from 15.6 thousand hectares to 8.6 thousand hectares (i.e. by 7 thousand hectares)

The program for the withdrawal and reform of enterprises located in the Central Administrative District of Moscow (CAO), which included 85 enterprises at the first stage, was adopted back in May 1999. In total, 680 hectares are occupied by production in the center of Moscow, that is, 9% of the total area of ​​the Central Administrative District. In total, according to the Research and Development Institute of the General Plan of Moscow, by 2020 it is planned to remove 190 enterprises from the Central Administrative District.

________________________

*/ The withdrawal of industrial enterprises from (Center) Moscow is carried out in accordance with the developed Concept and Program (for more details, see below).

**/ Volumes of retail space commissioned in 2003 in Moscow - 970 thousand sq.m., in St. Petersburg - 600 thousand sq.m.

INDEX OF DEMAND DYNAMICS FOR PM and PVM IN VARIOUS SEGMENTS
(assessment of market participants)

*/ Index - 1.00 = industry average dynamics

COMMENTS

It is necessary to note the active growth in the “shopping malls” and “business centers” segments.

It can be noted that there is no active growth in demand from industrial enterprises, and, above all, in terms of replacing morally and physically outdated equipment in existing production facilities (production areas), and also the demand from hospitals, clinics, etc. (health care organizations) is not growing ).

MOTIVES FOR CHOOSING EQUIPMENT
%% of respondents

ASSESSMENT OF THE MARKET VOLUME FOR INDUSTRIAL VENTILATION EQUIPMENT (PM and PVM)

COMMENTS

Here is only the cost of equipment, without taking into account the cost of design, installation and organization of communications. The Moscow market volume is approximately 5 times larger than in St. Petersburg.

For 2003, the forecast for demand for PM/PVM in Moscow is 3000-3500 units or 32-38 million USD, of which PM/PVM “up to 5 thousand m3” will amount to 40-43%% of the total or 16-20% % of the financial volume of the market, PM/PVM “5-30 thousand m3” - 42-46%% of the total and 48-52%% of the financial volume, and PM/PVM “30 thousand or more thousand m3” - 12 -14%% and 30-34%%, respectively.

SHARE OF MAIN CONSUMER SEGMENTS IN THE VOLUME OF DEMAND

In St. Petersburg, industrial enterprises “cover” more than half of the total demand, trade and service enterprises account for about 40%, and residential projects account for significantly less than 5%.

__________________

*/ If for the so-called “market” segments of the industrial ventilation equipment market we can say that with a probability of 80% the actual volumes correspond to the presented assessment intervals, then the reliability of the estimates of the “non-market” segment is significantly lower. However, because the share of this segment does not exceed 10%, then such unreliability can be neglected.

SANDWICH PANELS

INTRODUCTION

A fragment of the results of a study of demand volumes for three-layer metal wall panels with mineral wool insulation (hereinafter referred to as “sandwich panels”).

Region of study - St. Petersburg, Moscow.

Main objectives of the study:

a) assessment of market volumes;
b) analysis of trends and prospects.

Methods of collecting information

Systematization and analysis of secondary information.

Interviews with key market participants.

ASSESSMENT OF DEMAND FOR SANDWICH PANELS

__________________

*/ With a probability of 80% it can be stated that actual sales volumes are within the range of ±15% of the indicated values

Of the total volume of “consumption” in 2002 of 3600-3900 thousand sq.m. Russian enterprises produced 3000-3200 thousand square meters, and imports amounted to 600-700 thousand square meters.

Of the total volume of Russian production in 2002, estimated at 3000-3200 thousand sq.m. 400-450 thousand sq.m. were produced at the enterprises of St. Petersburg. or about 14%, and at Moscow production facilities - 650-750 thousand sq.m. or about 22% (including element-by-element sandwich panels from Metal-Profile, which, strictly speaking, are not such panels)

GENERAL INFORMATION ABOUT THE MARKET

The active development of “production of modern sandwich panels” began in 1999-2000.

In 1999, two St. Petersburg companies, Nordprofil and Stroypanel, began producing sandwich panels. In 2000, another company, Petropanel (St. Petersburg), commissioned a plant for the production of panels with mineral wool insulation.

From 2001-2002 we can say that a boom in production organization has begun on the sandwich panel market.

In 2001, Taldom-Profil (Moscow) and Plastmetal (Moscow) began producing sandwich panels with mineral wool insulation. "Nordprofile" - in the fall of 2002, a new line for profiling metal cladding panels was launched, and "PiterStroyMetal" launches the production of sandwich panels. In 2002, representative offices of the largest Russian manufacturers were opened in St. Petersburg: the Trimo-VSK plant (Kovrov, Vladimir region) and TERMOSTEPS-MTL (Samara). "TEP-POLIS" (Moscow) is working on organizing the production of panels with increased fire resistance with structural mineral wool based on basalt rocks, and the company "RIK-S" has become the general representative of the company "PFLAUM & SOHNE" on the Russian market. Kamyshinsky Metal Structures Plant has started producing sandwich panels using Plastmetal technology. “Ural metal structures factories are mastering the production of sandwich panels and expanding production volumes of industrial buildings by 30-50% per year.”

Two significant events occurred in June 2002. Firstly, the presentation of a new production line for the production of sandwich panels with basalt insulation at Thermosteps-MTL (Samara). As a result, Thermosteps-MTL has become one of the largest factories for the production of sandwich panels in Europe, which, at full capacity, is capable of producing about 2 million square meters of sandwich panels per year. Secondly, the official opening of the line for the production of sandwich panels under the TRIMO brand. The design capacity of the plant is 600 thousand sq.m. in year.

Against the backdrop of rapid growth in production volumes, imports of sandwich panels are also growing:
(only according to HS code 7308905100)

2001 - 7.7 thousand tons. (approximately 340-360 thousand sq.m.)
2002 - 12.7 thousand tons. (approximately 600-650 thousand sq.m.)
2003 - 14.4 thousand tons (about 700 thousand sq.m.)

ASSESSMENT OF THE VOLUME OF INTERNAL DEMAND FOR WALL SANDWICH PANELS IN THE RF

ASSESSMENT OF SUPPLY VOLUME FOR WALL SANDWICH PANELS IN THE RF

MARKET PROSPECTS

The market will probably grow quite smoothly. A surge in the industrial construction sector is possible, but most likely after 2005, when an active process of moving production out of large cities, primarily Moscow and St. Petersburg, is possible.

In the medium term, a significant driver of the market will be demand from enterprises involved in the construction of shopping malls, service enterprises, and services; the share of this segment will be 33-35%% of the total use of sandwich panels.

The share of imports in the total volume of panels used will decrease slightly.

ABOUT SOME FEATURES OF PROMOTION OF GOODS, SERVICES, TECHNOLOGIES in B2B markets

Often in B2B markets there is a situation where the number of potential Clients (Buyers, Customers) is determined by only a few dozen. As a rule, such a situation is typical for small and medium-sized industrial production, which were initially focused on solving special problems of the industry (ministry, production cycle).

An example of a special production is the St. Petersburg Rigging and Installation Works plant, specializing in the overhaul and restoration of DC traction motors of rolling stock (trams, trolleybuses, metro and electric train cars, railcars, etc.)

The production capacities of many enterprises created (located and equipped) in a different economy and another state under a private management system turned out to be underutilized. And this is the Problem. A common approach to assessing this Problem can be described by the following tirade: “Yes, everything is clear! We need to shake money out of customers! But they (customers) still don’t have it (money), because... The state doesn’t give it (money) to them (customers).”

The specifics of working with budget customers require separate consideration, although, from our point of view, a significant part of the problems in these markets are not directly related to the volume of financing.

On the one hand, business leaders are absolutely right, because... the equipment of these plants is often unique in its purpose and any diversification requires a restructuring of the production base. Oh, diversification... If production was created to produce a certain product, and the demand for these products for various reasons has become too small, then the first question is the question of diversification or finding new areas for using existing means of production. Finding a direction is, first of all, assessing the commercial prospects of a particular Project (the organization of which is possible on the basis of the Enterprise). If the scale of the organized (planned) business is large enough (and, therefore, the financial risks are large), then to solve such a problem it is advisable to involve a third-party organization (Consultant, Researcher).

On the other hand, if you do nothing, then nothing will happen. Therefore, a continuous systematic process of promotion, searching for clients, and new methods of working in the market is necessary.

Obviously, in a limited circle of potential buyers, it is necessary to know each potential client personally and have all the necessary personal information. But, even if we assume that initially everything was known about customers (a very bold assumption), then markets develop, customer needs change, information becomes outdated. Therefore, for the successful operation of any enterprise, it is necessary to have an information support system for the product promotion process.

From our point of view, approximately 80% of the work in this system (in “narrow” markets) falls within the competence of the Enterprise’s employees (marketing specialist, manager).

The main directions of this work are:

1. Monitoring industry and other publications, information on the Internet, analysis of state, industry, customs statistics in order to update (expand) information about the potential client base and forecast the main trends in industry development (including in the form of special market reviews).
2. Determining a service promotion strategy, solving tactical and practical promotion issues (development of advertising and presentation materials, advertising and PR campaigns, maintaining a corporate website, etc.)

It is necessary to note the extremely important role of non-mass specialized channels for distributing industry information: the Internet, exhibitions, conferences, etc.

From our point of view, it is logical to divide all advertising and information activities into two areas in terms of content: a) dissemination of special (“technical”) information, i.e. presentation of “figures and facts”; b) distribution of articles (interviews, analytical reviews, etc.) and advertising of “general” content, i.e. materials that form a favorable image, creating the impression of [...]. This division brings some clarity to the processes of selecting advertising media.

A good promotion program for low-quality products will not lead to strategic changes in sales volume. Therefore, the most important factor that will ensure volume growth is improving (maintaining) product quality and increasing the level of customer satisfaction. It should be noted that quality and satisfaction are concepts that are close, but not identical. In complex (multicomponent) B2B markets, “disruptions and punctures” are acceptable (not excluded!), but everything must be done to ensure that these problems do not spoil the Client’s impression of working with the Enterprise.

BANK DEPOSITS AND CARDS

INTRODUCTION

The Review uses fragments of the results of various studies of MIC GORTIS.

PRIMARY INFORMATION COLLECTION METHOD

Systematization and analysis of secondary information.

Interviews with market participants.

Surveys of persons using Bank services.

DYNAMICS OF THE TOTAL VOLUME OF BANK DEPOSITS OF INDIVIDUALS IN THE RUSSIAN FEDERATION
(total in banks, billion rubles)

In 2002, the increase in deposits of individuals in banks amounted to approximately 8.5 billion USD, of which Sberbank accounted for approximately 61-63%, and the increase in 2003, according to specialists from MIK GORTIS (based on data from the Central Bank and Sberbank of the Russian Federation), amounted to at least 12 billion USD. Consequently, if at the beginning of 2003 there were 30-31 billion USD in deposits of individuals (Sberbank's share in the total volume of deposits of individuals is approximately 69%), then by the end of 2003 this amount increased to 43-46 billion USD.

During the period from January 1999 to January 2003, the growth rate of private deposits in banks was at least 40% (!!!) per year.

According to MIC GORTIS estimates, the total income of residents of the Russian Federation in 2003 amounted to about 335 billion USD, and savings are estimated at 26 billion USD.

According to various estimates, at the beginning of 2003, the population had 40-50 billion USD in cash savings, which is slightly more than 60% of the total volume of savings (in cash and on bank deposits). As we can see, the structure of distribution of the increase in savings into banking and cash forms is slightly different, but differs from the general structure of savings - the share of the banking component is growing.

AVERAGE INTEREST ON DEPOSIT FOR 12 MONTHS WITH PAYMENT AT THE END OF THE TERM
in banks in Moscow and St. Petersburg as of June, 2003

Ratio of average rates on deposits in various currencies in banks in Moscow and St. Petersburg as of June, 2003

As part of collecting information on the supply of banking services, the services of 99 banks and branches operating in Moscow and St. Petersburg were considered. Of the 99 banks and branches surveyed, 40 banks are among the 200 largest banks in the Russian Federation according to the Expert RA rating, www.expert.ru.

Distribution of surveyed banks into groups depending on the level of assets:

Of the 52 banks surveyed in St. Petersburg, 22 are branches of, as a rule, “Moscow” banks. This ratio corresponds to the “ownership” of assets: “more than 60% of the assets of the regional banking system of the North-West are accounted for by local credit institutions, the rest - by branches of banks from other regions.” Of the surveyed banks, 13 banks DO NOT ATTRACT funds from individuals,

Top ten banks by volume of retail deposits
(as of 10/01/2003, source finance.expert.ru)

MOSCOW

SAINT PETERSBURG

PAYMENT CARDS.

According to the Association of Banks of the North-West, about 2.5 million cards were issued in the region (as of April 1, 2003), of which, according to Experts, approximately 60% of cards are in St. Petersburg and about 95% of cards are “salary cards”. The share of expensive card products (Gold and “older”) is probably significantly less than 1%.

“In 2002, the turnover of Visa cards in Russia amounted to 8 billion USD.” According to the company, in total Russian Visa member banks issued 5.1 million plastic cards. According to the Central Bank of the Russian Federation, at the end of the first quarter of 2003, Visa's market share in Russia was 30.6%.

Based on the results of the first quarter of 2003, Sberbank of Russia is the largest issuer of bank cards in Russia. To date, Sberbank has issued more than 5 million cards, which is one third of the entire Russian bank card market, i.e. the entire bank card market is about 15-17 million cards. (www.bpc.ru)

CALCULATIONS OF CARD BALANCE, PAYMENTS AND CASH RECEIPT “PER QUARTER PER CARD” ON AVERAGE FOR BANKS IN THE NORTHWEST RF
(analytically as of April 1, 2003 and for the first quarter of 2003, based on the entire declared number of payment cards)

Cost of the average package: “opening + minimum contribution + maintenance fee per year”

MOST POPULAR CARDS among respondents*/ in Moscow and St. Petersburg
(%% of respondents using cards)

1. Visa Classic
2. VISA Electron
3. Cirrus/ Maestro
4. Visa Gold
5. Eurocard/MasterCard Gold
6. Eurocard/MasterCard Standard
7. Visa Business
8. Eurocard/MasterCard Business

_____________________________________

*/ Respondents are entrepreneurs, heads of firms, enterprises and other persons with a fairly high level of income. Structure of survey participants in Moscow and St. Petersburg (%% of respondents)

INTERNET USERS

INTRODUCTION

Results of initiative research and assessments of MIC GORTIS.

BASIC METHODS OF INFORMATION COLLECTION

Systematization and analysis of secondary information.

Results of surveys of residents of St. Petersburg.

NUMBER OF USERS

At the beginning of 2004, 32% of the adult population of St. Petersburg (excluding suburbs) or approximately 1,075 thousand people aged 16 years and older had access to the Internet. This group is considered as the “Internet audience for the month.”

In 2003, the number of Internet users increased insignificantly, by only 40 thousand people, an annual increase of +4%.

For comparison: in 2002 the number of users increased by 310 thousand people, and the increase was +43%.

Consequently, we can say that the formation of an Internet audience in St. Petersburg has taken place, that is, the majority of those who need to use the Internet currently have such an opportunity.

845 thousand St. Petersburg residents aged “16 years and older” access network resources at least once a week, which corresponds to 24.6% of the adult population or 79% of those who have access to the Internet.

During 2003, the number of people using the Internet at least once a week did not change, but their share among all Internet users decreased over the year from 83% to 79%.

For comparison: in 2002, the number of those who access the Internet at least once a week increased by 375 thousand people, and the increase was +79%. This fact once again confirms the hypothesis that the demand for Internet services is now satisfied.

In St. Petersburg (without suburbs), the average weekly adult Internet audience is approximately 950 thousand people or 27% of the adult population. In 2003, the average weekly Internet audience increased by 40 thousand people, an increase of +4%. For comparison: in 2002 this figure increased by 370 thousand people, an increase of +69%.

Active Internet users include those who access the Internet almost daily – 315 thousand people or 9.2% of the adult population. In 2003, the number of active users increased by 30 thousand people, an increase of + 11%. For comparison: in 2002, the number of active users increased by 70 thousand people, an increase of +33%.

The average daily Internet audience at the beginning of 2004 is estimated at 460 thousand people or 13.3% of the adult population. For 2003, the average weekly audience remained at the same level. For comparison: in 2002, the average Internet audience per day increased by 180 thousand people, an increase of +67%.

The main result of 2003: the number of users and the intensity of access to the Internet remained approximately at the level of 2002, therefore, we can say that the demand in this information segment is almost satisfied.

DYNAMICS OF THE NUMBER OF USERS

DYNAMICS BY LOCATION OF INTERNET ACCESS

The majority of users still access the Internet from home (66% of users or 705 thousand St. Petersburg residents aged 16 years and older). Compared to the beginning of 2003, the number of people using the Internet at home increased by 75 thousand people (an increase of +12%).

The number of those who access the Internet at work or at their place of study, on the contrary, decreased by 50 thousand people over the year. and now amounts to 540 thousand people or 50% of Internet users.

Just like a year ago, 22% of users (240 thousand people) have the opportunity to use the Internet both at home and at work.

4% of users or about 45 thousand people use the Internet through Internet cafes, that is, approximately the same number as a year ago.

About 4% of users (45 thousand people) also visit friends to access the Internet.

DYNAMICS OF FREQUENCY OF ACCESSING THE INTERNET
all data at the beginning of the corresponding year

SOCIO-DEMOGRAPHIC CHARACTERISTICS OF USERS
all data as of the beginning of the corresponding year, %% group by column

________________________

1. Income level is the ratio of the average income per family member per month in various groups of Internet users to the average income of all St. Petersburg families (at the time of the study).

The structure of Internet users has remained stable over the past 4 years.

Among users there is a slightly larger proportion of men (55%), people aged 25-44 years (48%), those with higher education (68%), working people (73%), students (about 20%), specialists (30%) and managers (16%).

Among the distinctive features of the past year, one can only note a slight increase in the share of women among users (from 43% to 45%) and a slight decrease in the share of students (from 22 to 18%).

Compared to previous periods, there has been a significant change in the structure of active Internet users, that is, those who go online almost daily. In previous years, two thirds of this group were men, however, in 2003 their share decreased from 66% to 55%. In the age structure of the group, the share of youth 16-19 years old has almost doubled: from 6% to 11%. The share of workers decreased from 87% to 82% due to an increase in the share of housewives (from 1% to 6%).

The structure of “home” Internet users has remained virtually unchanged compared to last year. The only thing worth noting is the increase in the share of housewives in this group: from 5% to 9%.

The structure of those who use the Internet at work has changed somewhat compared to previous years: the proportion of men in the group has increased (from 51% to 56%), the proportion of people over 45 has become higher (from 20% to 25%), and there are more managers (from 21% to 25%).

The structure of those who have to go to an Internet cafe to access the Internet is significantly different from the structure of all other users. This group is dominated by men (73%), St. Petersburg residents aged 25-44 (53%), and students (33%). If previously, among Internet cafe users, young people aged 16-19 years predominated (54%), but now every second visitor is aged 24-55 years.

In general, women began to use the Internet more and housewives began to use the Internet significantly more.

SHARE OF INTERNET USERS IN DIFFERENT SOCIO-DEMOGRAPHIC GROUPS
%% representatives of social group by line

________________________

• Active users are users who access the Internet almost daily.
• Specialists – specialists working in positions that require higher technical or humanitarian education
• Managers – top and middle managers
• Welfare level – income per family member per month, %% of representatives in various groups of Internet users have the corresponding income in the family (at the time of the study).

Categories of the population in which the share of Internet users exceeds 50%: youth 16-19 years old (59%) and 20-24 years old (57%), pupils and students (58%), with higher or incomplete higher education (52%), specialists (52%), managers (66%), living in families with an income of over 5,000 rubles per person per family per month (over 60%).

In general, among adult residents of St. Petersburg, the increase in the number of Internet users in 2003 was +4%. If you look at the dynamics of the growth in the number of users by social groups, a significant increase in users is noted among housewives (+63% in this group), women (+38%), those with secondary specialized education (+27%), St. Petersburg residents over 55 years of age (+25 %), 45-54 years old (+16%) and among those with higher or incomplete higher education (+16%).

MOBILE (CELLULAR) COMMUNICATION

INTRODUCTION

Results of initiative research and assessments of MIC GORTIS.

BASIC METHODS OF INFORMATION COLLECTION

Results of surveys of residents of St. Petersburg conducted by specialists from MIC GORTIS in 1999, 2001, 2002, 2003 and 2004.

Systematization and analysis of secondary information.

ESTIMATION OF THE NUMBER OF USERS

According to specialists from MIC GORTIS, the total number of cellular communications users in St. Petersburg (including residents of suburban areas and children under 16 years old) at the beginning of 2004 is 2340-2360 thousand people.

Reference:

At the beginning of 2003 - 1680-1700 thousand people.

At the beginning of 2002 - 870-890 thousand people.

For a variety of reasons, estimates of the number of cellular users differ from the total number of subscribers of cellular operators. Firstly, when calculating the number of subscribers, operators indicate the total number of those connected since the start of work and do not take into account (or take into account, but “not completely”) those who stopped using the services or temporarily suspended use and those who are connected to several numbers. Secondly, some cellular users are connected to several different operators. Thirdly, among the subscribers there are residents of other regions (Leningrad region). The total estimate for the declared number of subscribers by all operators is approximately 4.1 million people as of February 2004: 2.51 million - Megafon, 1.18 million - MTS, 300 thousand - Bee-Line, 75-85 thousand - "TELE-2", 41 thousand - "Sky Link", about 30 thousand - "Delta Telecom", about 15 thousand - "Fora".

The increase in the number of cellular communication users in 2003 amounted to 660 thousand people, while in 2002 the increase in the number of users amounted to 810 thousand people. About 110 thousand people use two (or more) phones, i.e. use the services of several operators or have a direct and federal number with one of the operators.

At the beginning of 2004, about 170 thousand children (aged 15 years and younger) use cellular communications services, which is almost 40% of the total number of children 7-15 years old in St. Petersburg. Children make up just over 7% of all mobile phone users.

The majority of users - 82-84%% are connected to federal numbers (2000-2040 thousand people), only 16-18%% of users (400-420 thousand people) have direct numbers. Approximately 2.0% of cellular users use direct and long numbers simultaneously.

The past 2003 was marked by the emergence and active promotion of three new cellular operators on the St. Petersburg market: Bee-Line and TELE-2, operating in the GSM standard, and Sky Link - in the CDMA 450 standard. Three new operators managed to win back 10% of the St. Petersburg user market.

Key indicators of the cellular communications market for February 2004, assessment by MIK GORTIS all of St. Petersburg with its suburbs and including children

• Megafon - 1300-1320 thousand users, of which about 6.5% are children under 16 years old (approximately 85 thousand people).
• MTS - 820-840 thousand users, of which about 6.6% are children under 16 years of age (approximately 55 thousand people).
• "Bee-Line" - approximately 180 thousand users, of which about 10% are children (approximately 17-20 thousand people).
• “TELE-2” - 45-50 thousand users, of which about 16% are children under 16 years old (approximately 7-8 thousand people).
• "Sky-Link" - about 20 thousand users.
• "Delta Telecom" - 15-18 thousand users.
• "Fora" -7-9 thousand users.

In 2003, in St. Petersburg, the number of Megafon subscribers increased by approximately 285 thousand, and MTS - by approximately 200 thousand people. In the competition to attract users between the main operators, the “score” of 2003 was “57:43” in favor of Megafon, while the connections of 2002 “Megafon” lost to MTS with a “score” of “47:53”. Based on the results of two years, the actual parity (“515:485”).

The sales volume of computers in the Russian Federation in 2003 was about 3.6 million units. in the amount of 2.2-2.3 billion USD. Compared to 2002, the growth in volumes was 21-23%%, but in the laptop segment the growth was more than 75%

According to VTsIOM-A, 11% of Russian families have a PC at home, while in 2002 there were 7%. The number of regular Internet users increased over the year by 39% and reached 11.5 - 12 million people.

As a result, the Russian Internet audience has crossed the threshold of 10% of the country's adult population, which, according to experts, means accelerating the process of informatization in the country. In terms of percentage and absolute number of users, the country is on par with Brazil.

• Iceland 64.9
• Sweden 57.3
• South Korea 55.2
• USA 55.1
• Japan 54.5

In terms of telephone density, Russia, with an indicator of 21%, lags behind many developed and developing countries of the world (according to the consulting company AC&M Consulting, in Poland this figure is 30%, in Estonia - 31%, in Hungary - 36%, in the Czech Republic - 38% , in the USA - 76%).

In 2003, according to a preliminary estimate by the Russian Minister of Communications L. Reiman, communications organizations installed more than 3 million telephone numbers (in the previous two years, 1-1.2 million telephones were installed).

According to AC&M Consulting and J'son & Partners, at the beginning of December 2003, the number of subscribers of cellular companies in Russia for the first time exceeded the number of fixed-line lines. According to AC&M Consulting, the number of cellular subscribers was 33.5 million, while individuals and legal entities used 31.5 million fixed-line lines at the end of 2003. J'son & Partners cites higher figures - 33.9 million cellular subscribers and 33.5 million fixed-line lines. According to the Russian Ministry of Communications, 36 million fixed-line lines are currently in use in Russia. The Ministry of Communications takes into account local telephone networks of large enterprises and organizations in its indicators. Consulting companies take into account only the so-called main telephone sets, that is, lines with a dedicated landline number.

As of December 31, 2003, according to J’son & Partners, the total number of cellular subscribers in the Russian Federation amounted to 36.45 million, an increase of 102% over the year.

According to the Euroset company, in 2003, 25.0 million contracts for connecting to the networks of cellular operators were sold in Russia, the total number of phones sold was estimated at 17.3 million, and the growth of the subscriber base was 17.7 million. Throughout 2003, the growth rate of the regional subscriber base were almost twice as high as in Moscow - 130% versus 60%. At the end of December, the size of the regional subscriber base was also twice that of Moscow and amounted to more than 24.8 million people. In 2004, it is planned that up to 25 million cell phones will be sold in Russia

Top 5 countries by number of cellular subscribers per 100 inhabitants (according to ITU data)

• Taiwan 106.5
• Luxembourg 105.4
• Israel 95.5
• Italy 92.5
• Hong Kong, China 916

SAINT PETERSBURG WITHOUT SUBSURBS.

As of the beginning of February 2004, the number of cellular communications users in St. Petersburg (excluding suburbs) is about 2050 thousand people, of which 150 thousand are children under 16 years of age.

Among the adult population of St. Petersburg (“16 years and older”), the share of mobile communications users is 55% – about 1,900 thousand people. At the beginning of 2003, there were 1,420 thousand users. or 42% of the adult population of St. Petersburg (excluding suburbs). In 2003, the number of adult users increased by 480 thousand people.

For comparison: in 2001, the number of adult users increased by 310 thousand people, in 2002 - by 750 thousand people.

Connected to federal (long) telephone numbers 1650-1670 thousand people. (82-83%% of adult users), to direct – 330-340 thousand people. (17-18%% adult users).

The highest share of users of direct city numbers is among Megafon and Sky Link subscribers - 24-25%%. The remaining operators have predominantly subscribers with federal numbers. The share of users of direct city numbers among MTS and Bee Line subscribers is 8-10%%.

Obviously, the growth rate of the subscriber base should slow down, because... it is impossible to connect 750 thousand new users from year to year, as was the case in 2002 (and we are talking only about the adult population of St. Petersburg, excluding suburban areas). In 2003 - already “plus 500 thousand”, and 2004, most likely, according to our estimates, will provide mobile operators with “plus 400 thousand” new users.

Market shares of operators as of February 2004
%% number of subscribers

DYNAMICS OF OPERATORS' MARKET SHARE
%% number of subscribers

At the beginning of 2004, more than half of the cellular communications market in St. Petersburg is still held by the first GSM operator of the City, Megafon (formerly N-W GSM). However, year after year, competitors are pushing it out. And that's normal.

Structure of ADULT cellular users
%% operator users by column

It is obvious that every year cellular communications are becoming more and more “popular” and since 2002 have already moved from the category of “luxury” (or “business attribute”) to the category of “means of communication”.

The structure of all cellular communications users is increasingly approaching the citywide structure. Cellular communications are used equally by men and women - until 2003, men predominated in the structure of users, while on average in the city their share was 45%. The proportion of users over 45 years of age is increasing every year. If 2 years ago the income level of cellular users was 1.5 times higher than the city average, now the income of this group is only 15% higher than the average.

The structure of subscribers of the Megafon operator is almost identical to the structure of all cellular users in the city, because Megafon accounts for more than half of the users.

First of all, this is due to the fact that this is the most widespread communication, to which the largest number of subscribers are connected.

The MTS operator initially entered St. Petersburg under the auspices of making communications accessible to everyone, that is, it was focused on connecting less affluent citizens. This fact is still reflected in the user structure. Among MTS users there are slightly more women (54%), young people aged 16-24 (32% versus 26% among all users and 23% for Megafon) and students (21% versus 16% among all users and 13% among "Megaphone"). The structure has a smaller share of subscribers with higher or incomplete higher education (44% versus 51% among all users and 54% for Megafon) who are employed (64% versus 69% and 73%).

It was difficult for the newbie operators - Bee-Line, TELE-2 and Sky Link - to find their niche, but they are trying to find it, which explains some difference in the structure of their users from the structure of the users of the two leaders.

The structure of Bee-Line subscribers, as a GSM operator, is more similar to the structure of the two leaders, and it has especially many similarities with the structure of Megafon users. The only difference is that among Bee-Line users, as well as among MTS users, there is a high proportion of subscribers aged 16-24: 27% versus 23% for Megafon.

Two out of three TELE-2 users are men (64%), every third is aged 16-24 years (36%), only 36% have higher or incomplete higher education, the share of students is the highest among all operators - 1 %. The income of users of this network is the lowest among all users of various operators and it is almost identical to the average city one. The structure of TELE-2 users confirms the fact that this operator offers the cheapest tariffs in St. Petersburg.

The Sky Link network was initially aimed more at corporate users, at those who spend a lot of time on business negotiations. This fact was also confirmed in the user structure. The majority are men (75%), employed (75%), 37% are over 45 years of age, 63% have higher or incomplete higher education, 93% move around the city by car, and their income is 1.5 times higher than the city average (the highest indicators among all operators).

________________________

• Active users are users who access the Internet almost daily.
• Specialists – specialists working in positions that require higher technical or humanitarian education
• Managers – top and middle managers
• Auto – the share of people using a car to get around the city
• The level of well-being is the ratio of the average income per family member per month in various user groups to the average income of all St. Petersburg families (at the time of the study).

Share of operators in different social groups
%% of representatives of the social group by line use the services of the operator
St. Petersburg without suburbs from 16 years and older

Considering the dynamics of the level of penetration of cellular communications in various socio-demographic groups, it is possible to determine which social strata were the most active users of cellular communications in St. Petersburg in 2003.

The share of mobile communications users has increased the most among older St. Petersburg residents - over 65 years old: the number of subscribers in this group has increased 2.5 times over the year!

Mobile communications have actually become cheaper, this is confirmed by the active connection of low-income St. Petersburg residents to it: among those living in families with an income per person in the family of less than 3,000 rubles. per month the number of subscribers increased by 2 times.

Among pensioners and St. Petersburg residents 55-64 years old, the share of users increased by approximately 1.8 times, among representatives of working professions - by 1.6 times.

In 2003, the number of cellular users increased significantly: the number of women with handsets increased 1.5 times. Among young people aged 16-19 and students, the number of subscribers also increased by 1.5 times.

The smallest increase in the number of users was noted in the following groups: the most affluent population (over 5,000 rubles per person in a family per month), trade workers, men - the increase was 7-8%. Among St. Petersburg residents 20-34 years old, housewives and people with higher education, a small increase in subscribers was also noted - by 15-20%.

In all other groups, the increase in subscribers approximately corresponded to the city average and was in the range of 25-40%.

Analyzing changes in the number and structure of users of the operator’s services, we can talk about the structure of “new users” (more precisely, about the structure of the balance, because if during the period 100 men connected to the operator, and 200 stopped using the services or switched to another operator, then the information there will be no mention of “new users”).

The absolute majority (about 75%) of new users of services from Megafon and MTS are women, of whom 45-55% are aged “45 years and older.” At the end of 2003, Bee Line connected more men than Megafon and MTS combined.

PASTA AND PASTA PRODUCTS

INTRODUCTION

A fragment of the results of a study of pasta buyers.

Region of study - St. Petersburg.

Methods of collecting information

Survey of residents of St. Petersburg aged 16 years and older.

CONSUMPTION OF PASTA
%% of St. Petersburg families

The average estimated quantity of pasta purchased in St. Petersburg per month is 2.8-2.9 million kg of pasta, of which:

2.5-2.55 million kg – packaged;
0.3-0.35 million kg – by weight.

The monthly sales volume of pasta is estimated at 48-49 million rubles.

PASTA BUYERS
%% of residents of St. Petersburg (“16 years and older”)

SOCIO-DEMOGRAPHIC CHARACTERISTICS OF PASTA BUYERS

MOTIVES FOR CHOOSING PASTA
motives for choice normalized to 100%, expressed by customers during the survey

The behavior of pasta buyers is quite conservative - they tend to buy what they already know.

The conclusion from this distribution is obvious: all the problems of promoting a new brand of pasta are concentrated at the product launch stage. It is necessary to push a good product into the pan to the maximum number of residents of St. Petersburg. If you like the pasta, people will buy it and advertising won’t really interfere with this in the future. And if customers don’t like the pasta, then only very large advertising costs at very low prices will ensure an acceptable existence for the pasta brand in the market.

The most popular types of pasta in St. Petersburg are feathers, cones and spirals - they are preferred by 53% of buyers, while spaghetti and other shaped products are preferred by 22-26% of buyers.

FREQUENCY OF PURCHASES OF PASTA
%% pasta buyers

EXPORT-IMPORT OPERATIONS FOR PASTA PRODUCTS

Pasta, vermicelli and especially noodles are strategic products. That is why more than 90% of pasta (all types and varieties) consumed by residents of the Russian Federation is produced here, in Russia.

Imports of pasta (according to group codes 1902) in 2003 amounted to approximately 82 thousand tons, and exports - about 20 thousand tons.

IMPORT OF PASTA PRODUCTS
%% net weight of products imported in 2003
according to group codes 1902, was declared
with the country of origin of pasta

EXPORT OF PASTA PRODUCTS
%% net weight of products exported in 2003
using group codes 1902 was sent to the recipient's address

Korea supplies us almost only with noodles, Vietnam with vermicelli, and from Italy and Kazakhstan we import pasta itself. These four countries account for about 80% of Russian pasta imports.

The main buyers of Russian pasta are the former republics of the former Union. But from Kazakhstan we import approximately one and a half times more than we sell there, and to Ukraine, on the contrary, we sell 2.3 times more than we buy.

 

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