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Established in 1937
Original Name : Moshladokombinat N 8
CEO : Anatoliy Shamanov
o Joined Ice-Fili in 1968, left in 1974 & joined back as CEO in 1988
A midsize Russian firm
In 2001, capacity to prodcue 200 tons of ice-cream a day
Factory underwent three major equipment modernizations between
1937-2001
1/6th of output sold in Moscow
product: Traditional Ice-cream(High Fat, no preservative)
o 170 varieties, Lakomka accounted for 30 % sales in 2001
price : Mid range ² 6 rubles
Sales: $ 25 Million in 2001
Distribution : Kiosks(70%), Minimarts,Gastromoms, Resturants,
Supermarkets, others affiliated to Service-fill
Customers: Consumed 2.5 Kg/per person, On-the-go individuals.
Competitors:
Direct: Local Regional Companies, Nestle, Baskin & Robbins,
HaaganDaas
Indirect: Bear, Soft Drinks, Confectionary producers
Market Share: Market Leaders with 5% share
Marketing Strategy : Very poor
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Competitors
Total No. of producers = 300 in 2002
Local Regional Companies
Nestle, Baskin & Robbins, HaaganDaas
Substitutes
Bear, Soft Drinks, Confectionaries
Nature of Demand
Seasonal *
Demand /consumption patterns
Declining *
Buyers
Locals who usually purchased ice-cream on impulse
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Low entry b rrier bec use of
iow br nd differenti tion, iess c pit i
requirement
E sy ccess to distribution ch nnei
Liber i got. poiicy
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ULimited thre t
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ULimited number of High degree of competition
ioc i r w m teri i Ui rge number of competitors jery high buyer power
suppiiers & equipment ULow prod. Differenti tion Upowerfui distributors
m nuf cturers ULow switching cost ULess powerfui uitim te
UForeign suppiier USiow industry growth consumer
ii bie UHigh exit b rrier
ULesser differenti tion
of r w m teri i
Strength
Opportunities Threat
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Experienced leadership
Oldest ice cream manufacturer in Russia hence had better
understanding of the market
Few Recognized brands (Lakomka responsible for 30% of Ice-
Filli·s sale)
Highest production capacity
Wide product range
High quality Ice cream with natural ingredients
Competitive prices
40% of employee for last than 20 years
No debt
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Old technology
High reliance on import for raw material leading to high cost
poor distribution network
No brand differentiation
No patents of ice creams
Lesser margins on production (15%)
poor marketing communication strategy
Confused brand positioning
Shrinking market share & margins
Diluted Ownership
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Newer segment for family product
Opportunity for export
Exploring new distribution channel
Opportunity for newer products like Dry ice for export
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High competition
Competition from substitutes like Yogurt, Beer
powerful distribution
Low entry barriers for new entrants
Low availability of human resource
)
1. Could Ice-Fili maintain its market leader over Nestle?
2. Should Ice-Fili invest in its own chain of cafes to find new
retail revenues for its ice creams?
3. How can Ice-Fili compete with regional producers without
engaging in a price war?
4. How could Ice-Filli attract talent necessary to manage in a
competitive market economy?
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It can also work on strengthening the relationships with other distribution avenues
like minimarts, Supermarkets, Grocer shops etc. backed by appropriate advertising
to change customer perception about Ice-cream as impulse item to family
consumable item
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Strategies to Compete with regional producers
1. Invest heavily on
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for selective products. The Authentic taste of Ice-fili Ice-creams can
be used to position & differentiate its products not only from
regional producers but also from Nestle & others competitors
2. To meet the expenses, Ice-fili may also of its
products from 6 ruble to 8-10 ruble & communicate its ice-cream
quality in terms of their authentic ingredients