Entry of Turkish Cosmetics Brand into the Russian Market | Case Study

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Entering a new market is not only a matter of strategy — it also requires speed to market, deep understanding of local business specifics, and the ability to rapidly establish operational processes. This is especially relevant for international companies aiming to launch sales operations in Russia without relocating their management team or investing heavily in local infrastructure.

One such project was delivered for a Turkish cosmetics manufacturer that decided to expand into the Russian market.

Challenge: Rapid Market Entry Without Management Relocation

Our client was focused on expanding its international footprint and launching operations in Russia. At the same time, the company did not consider relocating its management team from Turkey to be an efficient solution, as this would increase launch timelines, operational costs, and organizational risks.

The project included several key objectives:

establish operational activities in Russia
build a local commercial and marketing team
support brand promotion in a new market
coordinate relationships with local vendors and contractors
organize participation in industry events and trade exhibitions

A key requirement was the ability to manage operations remotely while maintaining full control over business development in Russia.

Solution: End-to-End Market Entry Support

ANCOR acted as a strategic partner for the project and provided comprehensive support for the business launch in Russia.

1. Local Team Recruitment

To support the business launch and дальнейшее развитие operations, we recruited a core local team consisting of Business Development Managers and Marketing Specialists.

We delivered a full-cycle recruitment solution, including:

market mapping and candidate profile analysis
sourcing professionals with relevant industry expertise
competency-based assessment
end-to-end coordination between the client and candidates

Particular attention was paid to candidates’ ability to work within an international structure and effectively manage processes through remote collaboration with the headquarters team.

2. Business Launch Without Excessive Infrastructure Costs

One of the key features of the project was that the business launch did not require the creation of a complex local infrastructure. Due to the nature of the operations, processes were organized in a flexible and cost-efficient way, allowing the client to minimize initial overhead expenses.

This approach enabled the company to focus on sales development and brand promotion without allocating significant resources to administrative functions.

3. Marketing Support and Brand Promotion

In addition to delivering HR solutions, ANCOR also acted as a master vendor for the project’s marketing support activities.

Our scope included:

development and production of marketing materials
coordination of external vendors and suppliers
support for participation in industry exhibitions and trade shows
assistance with brand launch and market promotion in Russia

This integrated approach provided the client with a single point of contact for process management and significantly reduced the operational burden on the overseas team.

Project Results

the company successfully entered the Russian market within the planned timeline
a local sales and marketing team was successfully established
full operational presence in Moscow was ensured
initial brand awareness was achieved through marketing activities and industry exhibitions
effective cooperation with local vendors and contractors was established

Key Success Factors for International Companies Entering the Russian Market

In practice, successful business launch in a new country depends not only on the product itself, but also on the quality of local support and execution. The most critical factors include: