Professional Documents
Culture Documents
Group No. 1
Chiu YiHeng (10103023), Misha Krug (10103007), Yuan Li (10102981), Anne Neidhart (11105135), Bidzina Khutsurauli (11105321), Angelica Sofrony (11105259)
Table of Content
Internal and External Environment Business Model Evaluation Competitive Advantage and Position Core Problem Strategy Options Operational Marketing Plan Contingency Plan
Political
Strengths Weaknesse s
Supplier O L IL
Customer I L
Opportunity Threat
Substitutes
M S
Technologica l
Social
Front side
Superior taste: Traditional Russian Ice cream with natural high quality ingredients with no preservatives
Interest in traditional Russian all-natural milkbased ice cream. Make people smile and happy
Focused Customer Group: not specific Location: Metropolitan areas Less Wealthy regions
Sales on ice cream products Limited mayonnaise production Fat-containing products Glaze for ice cream
Nestl
BaskinRobbins
Strong Strong Strong Weak Normal Normal Very Strong
Regional players
Weak Normal Weak Strong Normal Normal Weak
Ice-Fili
Primary Activities
Operations Outbound logistics Sales and Marketing Service Firm infrastructure Human Resource Management Technology Development Procurement
Support Activities
Strong Strong
Strong Normal
Strong Normal
Inferior Inferior
Competitive Positioning
Nestle- price of an ice-cream 10 rubles (or more)
* 1ruble=3.4cent
Core problem
Disease indicators:
Sales decrease, market share decrease, increased number of competitors, market segment shift.
Wrong organization
Correct product
Correct market
Ice-cream
Russia-Moscow
In the late 1990, at least five other companies started producing Lakomka.
Strategy options
Strategy Ways to achieve the strategy
Low price through differentiation product, dominate the whole Russian market Market penetration by developing new occasions of consumptions and distributions Focus on the differentiating the products they already have and toward a more focused in-home consumption Investing in equipment and ingredients at home rather than abroad. Cooperate with local ice cream equipment companies in order to decrease operation cost
Differentiation strategy
Market penetration
Product development
Co-operation
The biggest Russian ice-cream company with the cheapest in the world to buy
Russias top ice-cream producer- opportunity for economies of scale Ice-cream-considered as an inexpensive snack, available for everyone Lakomka-companys flagship brand could not be register as its own trademark 80% of companys ice-cream was distributed through kiosks and mini-markets.
In-Home (2%)
Focus on other seasons
Promotio n
Two points of contact with the consumer. 1. Media: BTL & ATL 2. POS
Place
Kiosks Minimarts Gastronom s
Pack
The Impulse channel packaging must be clear and engaging through the use of: Branding Color coding Shape coding
Price
Parity price with local competitors and local manufactures .
Product
Products that applied to local flavors, like the Plombir. Develop core brands in terms of variants and presentations (popsicles, cones and focus cups)
TV & Radio
Instore
360 Campaig n
PR
Main highlights
Digital
OOH
On impulse channel Ice-Fili is going to on 3 Ps Promotion, Price and Products. In this channel Ice-Fili is looking to increase loyalty from the consumer to the brand and increase consumption frequency. Main features of the campaign are OOH, In store activations and digital.
Promotio n
Two points of contact with the consumer. 1. Media: BTL & ATL 2. POS
Place
Supermarket s (2%) Minimarts (29%)
Pack
Packs that drives appeal and is eye catching, resulting in a better visibility in POS.
Price
Premium prices. Approximatel y 15-20% above Ice-Fili regular portfolio.
Product
Products that applied to local flavors for in home consumption. Multipacks Liters Desserts
TV
Main highlights
Instore 360 Campaig n PR
Digital
In- home channel will be developed through 4 Ps Proposition, Promotion, Place and Pack. With this campaign we aim increase market penetration by developing new occasions of consumption. In-Home campaign mix will mainly focus on TV (conventional and non-conventional), PR and In-store.
Contingency Plan
To protect the critical strategies of Ice-fili`s marketing plan and to minimize risk the following issues will be addressed:
1.
Sales, Profit and Gross Margin Market Share, Market Standing, Market Penetration Brand Awareness, Customer Satisfaction, Customer Awareness, Customer Retention
2.
Proactive responses to What if- scenarios in order to quickly adapt to changing circumstances
Contingency Plan
What if - Scenario
What will Ice-Fili`s response be concerning its strategy of impulse if Ice-Fili`s market share is not increasing by the third month? What will Ice-Fili`s response be if their sales objectives will only be reached by 50%? What will Ice-Fili`s response be if their main competitors decrease its price by 50% of Ice-Fili`s price? What will Ice-Fili`s response be if changes in customer preferences occur regarding to taste, flavor and presentation (popsicles, cones and cups)?
THANK YOU!!