Fortune_CL2010_-_final
.pdfВсероссийский 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% |
|
|