The U.S. - Russia Chamber of Commerce of New England

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Retail Russia: Opportunities in the Russian Retail Market
Conference Program

Registration 8 – 8:30 AM

Call to Order: Kelly Hedglin, Conference Chair, USRCCNE

Welcoming Remarks:
Paula Murphy, Director, Massachusetts Export Center (
Dawn Wivell, Director, New Hampshire International Trade Resource Center (

Overview of Russian Consumer Market:
Marina Guitchounts, President, Business Analytica USA (
Dmitri Erchov, President, MarketOption (
Question and Answer

Getting Your Goods to Russia:
Joseph R. Cuccurullo, President, RCL Agencies, Inc., Agents for Charter Container Line, Inc. (
Goran Latkovic, Program Manager for "CLEAR-PAC", Foundation for Russian American Economic Cooperation  (
Question and Answer 

Protecting your Intellectual Property:
John Huhs, Esq., Senior Partner, LeBoeuf, Lamb, Greene & MacRae, Moscow office (
Question and Answer

Coffee Break

Russian Consumer Market Case Studies:
Vladislav Varlashin, President, Transasia Trade,  leading international distributor in Krasnodar Region (
Sergei Manevich, President, Alliance Marketing Group, LLC, Moscow-based distributor of consumer electronics (
Question and Answer

Keynote speaker:
David Noble, Supervisory Board Director, Pyaterochka, Russia's largest and fastest growing grocery store chain (
Question and Answer

Luncheon Speaker:
Introduction of speakers - Daniel Satinsky, President, USRCCNE
"The Russian Consumer - Where It All Starts," Trevor Gunn, Executive Director, BISNIS (
Question and Answer


Keynote Speaker


David Noble, Supervisory Board Director, Pyaterochka (

A former director at British retailer Somerfield, Mr David Noble, was brought in in 2001 to help with the development of Pyaterochka's strategy. Mr Noble has been involved in the food industry for over 15 years. Mr Noble was Joint Managing Director of "Supermarket Direct", which was acquired by Somerfield. At Somerfield (1999-2000), Mr Noble was responsible for the operations of Somerfield 24-7 and the integration of the two businesses.

Having been closely involved in an entrepreneurial grocery business on the one hand and then part of a multibillion-dollar turnover operation on the other Mr Noble has valuable experience of all facets of the supermarket business. In the early 90's Mr Noble was also a director of Foodservice Group "Go-Foods and Food Distributor Wonderfoods "Cowbell"
Nigeria. Mr Noble holds an MBA from Cranfield School of Management (UK).


The first Pyaterochka store was opened in St. Petersburg in February 1999. During same year a total of 17 discount stores was set up in various districts of St. Petersburg.  Pyaterochka stores have become very popular not only with low-income families but also with the St. Petersburg middle income population. It was decided to expand the chain and broaden the assortment of products to better serve the demand of a wider customer base.


In 2000, the chain grew by 21 stores to a total of 38 stores. Annual gross sales reached USD 75 million.  By the end of 2001 the company operated 66 stores in St. Petersburg and 15 stores in Moscow. During 2001 Pyaterochka served 100 million customers and had $212 million in gross sales.  In 2002 Pyaterochka opened 61 new stores to reach a total of 142 by year end, and had a turnover $500 million.


Luncheon Speaker


Trevor Gunn, Executive Director, BISNIS (

Trevor Gunn is Director of the Commerce Departments Business Information Service for the Newly Independent States (BISNIS) the clearinghouse for US Commerce Department information on doing business in the former Soviet Union.  The office comprises, both in Washington and in 10 of the 12 NIS countries, a staff of 35.


He has served the past 8 years and as Adjunct Professor at CERES/School of Foreign Service, Georgetown University.


He received his B.A. from University of San Francisco.  He began has Ph.D. coursework at George Washington University and received his Ph.D. in International Relations from the London School of Economics in 1992.


He has worked with the Chamber of Commerce of Southern Sweden, Dover Elevator Corporation (now Thyssen), International Executive Service Corps and on the staffs of the former San Francisco Mayor and two U.S. Senators from California. 


Program Speakers (In alphabetical order)


Dmitri Erchov, President, MarketOption and U.S. rep for IMC Network (

Dmitri Erchov founded MarketOption while working as an independent consultant in international business development and market entry strategy.  Most recently, he was a management consultant at AppNet Systems and later at CommerceOne, where he helped to develop corporate strategy for Fortune 1000 companies and manage their IT initiatives.  He studied economics and law in Moscow State Humanitarian University (Russia), and received Bachelor of Business Administration (BBA) degree from Boston University School of Management (USA).


MarketOption is a Boston-based marketing consulting company helping global businesses to rapidly establish their presence in Eastern European, Russian and other NIS markets, find reliable business partners, and effectively manage marketing activities, including market entry strategy, market research, and branding. 


MarketOption and IMC Network (Inter-regional Marketing Centers Network) have partnered together to provide complete marketing solutions to customers worldwide. As a result, MarketOption has become the only authorized member of the IMC Network in the USA. The IMC Network is the largest marketing and consulting group in Eastern Europe. Through its direct presence in many regions, it is the undisputed leader of marketing services in Eastern Europe and Russia. IMC Network's deep experience in marketing and consulting projects, including international and country-wide engagements, comes from hundreds of successfully implemented marketing assignments.


Marina Guitchounts, Consumer Market Director, Business Analytica USA (

In 1992, Ms. Guitchounts co-founded Business Analytica, a leading Moscow-based market research company. She served as Chief Operating Officer and Research Director of Business Analytica until 1998, when she established the representative office of Business Analytica in the U.S. and became President of Business Analytica USA. Ms Guitchounts also serves as Executive Director of U.S.-Russian Investment Symposium at Harvard University. Ms Guitchounts is a graduate of Moscow State University.


Established in 1992, Business Analytica is the largest Russian market research company conducting a broad range of marketing studies, including consumer research, retail audits, and industry surveys. The company operates in all 12 member states of the Commonwealth of Independent States (CIS). Since 2001 Business Analytica has been the official representative of NFO WorldGroup, one of the world's leading market research organizations, in Russia.

John Huhs, Esq., Senior Partner, LeBoeuf, Lamb, Greene & MacRae, Moscow Office (

John I. Huhs is a Senior Partner of LeBoeuf, Lamb, Greene & MacRae and chairs the Firm's International Practice.  He devotes his professional career to the international practice of law and is the only American attorney with over three continuous decades of experience in negotiating, concluding and implementing hundreds of mergers and acquisitions, joint ventures, financings, turnkey projects and other complex transactions of practically every variety in Russia and the former Soviet Union.


Mr. Huhs maintains residences and offices in New York and Moscow and is fluent in Russian.  His clientele has included the largest multinational corporations, state enterprises and governments, as well as international organizations such as the United Nations, International Monetary Fund, European Bank for Reconstruction and Development and the International Olympic Committee.


Prior to joining LeBoeuf, Lamb, Greene & MacRae, Mr. Huhs was a partner in the multinational law firm Pisar & Huhs (Paris, New York and Washington) for over a decade.  He served in the National Security and International Affairs area in the White House during the Nixon and Ford Administrations.  He was graduated with honors from both the Stanford Graduate School of Business and Stanford Law School, where he served as Comment Editor of the Stanford Law Review and was awarded the Order of the Coif.  He is an honors graduate of the University of Washington, where he majored in International Economics.


Mr. Huhs served as a member of the Governing Council of the American Bar Association Section of International Law and Practice (1988-91), Chairman of the ABA Committee on International Commercial Transactions (1986-90), Chairman of the New York State Bar Committee on International Investment and Development (1987-91), Chairman of the ABA Committee on Soviet and Eastern European :aw (1981-86), Representative of the ABA to the Union Internationale des Advocats (1991-93) and a Member of the Board of Visitors of Stanford Law School (1996-99).  Mr. Huhs is the author of numerous articles on international law, economics, finance and business, and he frequently is invited to address professional groups on these subjects.


Sergei Manevich, President, Alliance Marketing Group, LLC (

Sergei Manevich, founder Alliance, is responsible for formulating the Company's strategic business goals, managing finances and overseeing company operations. Prior to forming Alliance, Mr. Manevich worked as a software engineer and project leader with several leading US computer companies, including Information Resources and GGT. Mr. Manevich earned his MS degree in Computer Science from the Moscow Polytechnic University in 1983. He also attended the MBA program at the University of Hartford, CT.

Alliance Marketing Group, LLC, established in 1993 in Boston, MA, USA, provides professional distribution, marketing and business consulting services to a wide variety of computer and consumer electronic manufacturers throughout the world.  Originally established as a marketing and purchasing division of a major Eastern European OEM, Alliance later expanded its operations and developed a fully integrated distribution network for the sale of computers, computer components and consumer electronics.

Vladislav Varlashin, President, Transasia Trade, Krasnodar, Russia (

Vladislav Varlashin has worked in the distribution of fast moving consumer goods for over 10 years.  He has wide experience and deep knowledge of the wholesale and retail trade in Russia.  He has a Masters Degree in Economics for Kuban State University in Krasnodar.


Transasia Trade is the leading distribution company in southern Russia.  It has over 1,000 employees in 8 branches serving an area with a population of 12 million people.  They are the exclusive distributor for Procter & Gamble in their territory and also distribute products of Kraft, Nestle, Mars, Chupa-Chups, BIC, Cadbury, Wrigley, Ferrero and various Russian producers.

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