Fortune_CL2010_-_final

Всероссийский чемпионат по решению бизнес-кейсов

Презентация, занявшая 3 место в английской секции чемпионата

MindWrestling 2009

Команда Fortune

team Fortune

Unilever:

strategic initiatives in the Russian ice-cream market

March 2009

Russian ice-cream market

team Fortune

Kireev	Mikheeva	Shkoller	Pushkarev
Mikhail	Anna	Roman	Oleg

Agenda

Part 1: Russian ice-cream market

Part 2: Optimal entry strategies

Part 3: Follow up a success

Agenda

Part 1: Russian ice-cream market

Part 2: Optimal entry strategies

Part 3: Follow up a success

Russian Ice Cream Market (1):

Overview

• Size: US$ 815m	• Players: 300
• CAGR : +2.8%	• Top 5: 58%

25	Volume, %
20	Value, %
15
10
5

0

Inmarko

Nestle

Talosto

Iceberry

Russky Kholod

Russian IC Market(2): Who is the Consumer?

•Size: 60% of the population = 90m!!!

•Sex: 60% women

•Age: 25-54

•Income level: middle and high

Russian IC Market (3): Demand features

•Family model vs. Individual model

•HORECA

•The “Russian-made” perception bias

•Taste Price Naturalness

•Seasonality in distribution patterns: kiosks vs. supermarkets

Enter the Market?

Power of suppliers	LOW
Power of buyers	MEDIUM
Barriers to entry	MEDIUM
Risk of introducing a	LOW
substitute
Competition	MEDIUM
Market size & growth	US$815m, CAGR 2,8%