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современности: материалы VI Международной научно-практической конференции, Белгород, 2324 июня 2017 года. - Белгород: Издательский дом «Белгород», 2017. - С. 73-75.
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7. Трофимова, К.О. Влияние катания на коньках на организм человека и его популяризация как вида досуга / К.О.Трофимова // Студенческий научный форум - 2016: VIII Международная студенческая научная конференция. - 2016.
EFFECTIVE STRATEGIES FOR SKI INDUSTRY DEVELOPMENT IN RUSSIA: ENHANCING NATIONAL INTERESTS IN WINTER SPORTS AND TOURISM THROUGH IMPORT
SUBSTITUTION
Karmen Sofiya Riofrio Solntseva
Distinguished top manager recognized for major national and international projects,
expert in tourism industry development Russia, Moscow
DOI: 10.31618/NAS.2413-529L2024.L102-103.933 ABSTRACT
This article thoroughly analyzes the current state of the ski sports market in Russia. It develops and substantiates the concept of effective development and popularization of winter mountain sports in Russia as well as proposes novel strategies for this concept implementation, taking into account the Russian market specifics and current import substitution trends.
Keywords: winter sports, ski resorts, effective development, advertising policy, import substitution.
In recent years, the winter sports industry in Russia has demonstrated significant growth and development. However, further successful enhancement and popularization of ski sports requires elaboration of effective strategies to ensure the sustainable development of this sector.
This article focuses on the elaboration of a unique concept for the effective encouragement and popularization of winter mountain sports. This concept is based on an in-depth analysis of the current state of the industry and innovative approaches to the development of ski resorts.
A classic example of successful skiing enhancement is the development of the ski industry in France in the 1960s, which began almost from scratch and in 25 years topped the world ranking in terms of both supply and demand (in the 1990s, about 10% of the French population was already engaged in skiing, by now the proportion has been increased up to 18%).
However, despite numerous examples of successful development of ski resorts in different countries [1], a number of local projects failed as they did not meet the requirements of consumers. This failure includes not only poor construction of facilities (creating the supply), but also inability to focus on the demand specifics, as well as, in some cases, the formation and development of the general demand at the initial stage.
While launching campaigns to stimulate the development of winter resorts, it is necessary to focus on the target audience and use the specifics of the offered products as the campaign basis.
The concept of an advertising campaign [3] should be thoroughly elaborated, since we cannot just apply ready-made solutions based on foreign experience, even though some useful conclusions may be drawn from them.
The development of ski sports is based on the following main components:
1. Comprehensive analysis of the dynamics of the current ski sports market in Russia.
2. Development of an advertising campaign concept based on an in-depth analysis of market trends.
3. Strategic implementation of the advertising campaign, with the focus on the market dynamics and characteristics, including the developed concept.
1. Comprehensive Analysis of the Current Market Dynamics
Having analyzed the contemporary ski sports market in Russia, one can draw the following conclusions:
- about 2-3 % of the Russian population choose domestic ski resorts for their vacation;
- in recent years, the proportion of informed and experienced skiers clearly understanding their requirements for ski resorts and hotel accommodation has increased;
- the number of people who independently organize their holidays at ski resorts via the Internet is also increasing;
- the market of foreign tours is a significant reserve of potential consumers, since the European resorts became less available after the ruble fall in 2014;
- the popularity of the Russian ski resort Krasnaya Polyana is growing, but it is positioned as luxurious and unaffordable for many Russian tourists.
The main advantages of Russian ski resorts are:
- territorial accessibility with no language barrier;
- no need to obtain a visa and exchange currencies;
- possibility to get there by a private car;
- familiar Russian cuisine (catering and local grocery stores);
- in relation to the resorts of the North Caucasus: scenic landscapes, the highest mountain peaks in Europe;
- an opportunity to demonstrate patriotism.
At the same time, for many Russian resorts, the following weak points should be noted:
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- a relatively low service level;
- old and obsolete hotel buildings;
- few ski lifts;
- poor state of ski lifts and limited ski areas (a small height difference, short length of pistes, low safety level);
- high prices for some regions (for example, Krasnaya Polyana);
2.1. Trademark
The campaign to popularize winter mountain sports in Russia should be focused on creating a concept of «Involvement in mountain sports» that tourists should want to be involved in. The main values of such a concept are proximity to nature and its preservation, new experiences, sports and health, and the advantage of entertainment with family and friends.
The marketing positioning of mountain sports should be based on the above values. At the same time, safety, availability, and thrill should become the main messages of marketing positioning.
At the stage of popularization of winter sports, only competition with foreign resorts should be taken into account, excluding competition within the country.
2.2. Target audience
In all Western countries, skiing owes its success to a democratization of winter sport resorts at a certain stage of their popularization. In Russia, the middle class should also become the main target audience. In addition, Russian resorts are facing the challenge of attracting most of the skiers who prefer to practice this sport abroad.
The expectations to be assessed on the basis of preliminary surveys should correspond to the main advantages of Russian ski resorts mentioned above. The impressions of a vacation in the ski resorts of Russia should be comparable to the impressions of a vacation abroad. Meanwhile, the Russian resorts should be more affordable for the middle class.
2.3. The purpose of developing an advertising campaign concept
- the remoteness of the Caucasian ski region. 2. Development of the an Advertising Campaign Concept Based on an In-Depth Analysis of Market Trends
The concept structure can be clearly represented in the form shown in diagrams [2] in Fig. 1.
Ideas and perspectives should correspond to what Russian resorts are able to offer. A marketing campaign giving false promises about the advertised product is absolutely unacceptable, as the loss of trust for a long time will negatively affect the attendance of resorts.
The proved facts on benefits of ski sports should highlight the strengths of this kind of recreation. It is advisable to use for these purposes the feedback of visitors, the opinion of managers and people who can influence public opinion (famous athletes, politicians, or other celebrities).
2.4. The media used
Various media should be involved, including the most dynamic ones (television and Internet videos), taking into account budget constraints, as well as other effective channels. Video materials should highlight the features of the proposed product and depict people in motion against the background of scenic landscapes.
At the same time, more traditional media should not be underestimated either. Well-organized trips of journalists often result in positive articles in magazines. Inviting popular athletes or celebrities and demonstrating how they do winter sports encourages magazine readers to visit places where their idols have visited. Organizing special events such as concerts or mass events for the local population can also arouse interest in skiing.
Of course, the possibility of involving certain media will depend on the budget. We recommend using new media such as online platforms and social media in addition to television campaigns.
AN ADVERTISING CAMPAIGN CONCEPT
WHO? A trademark FOR WHOM? Target audience
• Individual approach • Values • Positioning • Competition • Graphic and editorial regulations • Specifications • Expectations • Current impression • Expected impression [24]
WHAT? The purpose of developing an advertising company concept HOW? Media usage
• Problem(s) • Goals • Ideas / perspectives • Actual data • Existing schemes • Other expected actions • Technical and editorial limitations • Budget • Planning • Results • Customer • Group project
Fig.1. The block diagram of an advertising campaign concept
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3. Strategic Implementation of the Advertising Campaign Including the Developed Concept
The strategic implementation of the winter resort advertising campaign generally comprises three stages:
1. Inspire to dream: «Imagine yourself in this place, explore its unique possibilities».
2. Turn a dream into a goal: «This place is waiting for you. Discover how easy and available your journey may be».
3. Make your dream come true: «Take the next step - book your trip today and start the adventure».
Whatever media is used, the campaign to promote ski sports must follow the rules of the advertising campaign concept. In particular, the values and positioning must correspond to the true nature of the proposed product.
From a planning point of view, the usual campaign period is the same as the period of the general ski advertising campaign, i.e. from mid-September to mid-December.
Conclusions
1. In terms of demand, the huge success of the Sochi Olympic Games has drawn the attention of the general public and the media to winter sports in Russia, and this attention should be maintained through active advertising.
2. Advertising campaigns on television and on the Internet showing attractive images of people involved in winter sports, including the most reputable public figures, seem to be a very successful approach. The goal is to awaken the same desire in people who strive to be healthy and rich. Holding separate domestic and international events should contribute to even more coverage of this topic in media.
3. The novelty of the proposal, high and beautiful mountains, availability for Russian citizens (no visa and currency exchange problems), a warm welcome, compliance with international standards, the possibility to ski in Russia - all this opens up quite a few new opportunities.
4. Additional approaches, such as encouraging sports among schoolchildren and young people, will create a strong base of downhill skiing and snowboarding fans.
5. The unique concept of effective development of winter mountain sports discussed in this article has a high value for the national interest in the ski industry and tourism in general. The author's many years of experience in this field, a detailed study of the industry and investigating the best examples in Russia and abroad confirm the relevance and practical value of the proposed approaches.
6. The offered measures and strategies can become the basis for the further development and popularization of the ski industry in Russia, which, in turn, will beneficially influence the economy and social development of the regions.
References
1. Chhotua, I. Z. Strategic priorities for the development of ski tourism in the world and Russia // The economic revival of Russia. 2022. No. 2(72). pp. 123-136.
2. Kotler, F., Keller, K.L., Chernov, A. Marketing management. 16th ed. - St. Petersburg: St. Petersburg, 2024. 608 p.
3. Pipko, E.G., Krasnoslobodtseva, A.E. Advertising strategy as an element of strategic marketing // Modern scientific research and innovations. 2016. No. 10.; URL: https://web.snauka.ru/issues/2016/10/72477 (date of reference: 06/21/2024).
