Ice Fili Case Summary
To Ice-Fili CEO:
The Vision of Ice-Fili
Ice-Fili pursues a strategy of product separation, focusing both on high quality, new flavors and product lines, and more importantly, and original branding methodology that combines long-established business goals with a progressive public agenda to form a definite unique attractive product offering. Ice-Fili sells a product that is not only a leader in its market share, but truly a product made of value to bring success. Our overall corporate focus will be to reorganize our infrastructure to increase productivity and efficiency. We will form a strategy to keep our consumers during the troubling economic times. To do this we will devote a larger portion then ever to our marketing and advertising budget.
Targeting the right market during Financial Crisis
By selling a product that is among the cheapest in our Russian market we will be targeting our traditional and low cost market segments versus our competitors who are targeting higher end market segments. With the economy suffering if we lower our costs in production and manufacturing we will be able to lower cost by only 10%, which will not turn barely any consumers away. By producing our products as single-portion packaging we will be able to target the lower end …show more content…
We will establish ourselves as the only all natural-milk based ice cream product in Russia that is targeting the traditional market. By putting our product in a 1950’s style packaging we will trigger emotions in our consumers of happier times when the economy was good. Our overall budget will still remain less then our competitors at $500,000 since we heavily rely on word of mouth, which has contributed to our success up to now. Our strategy will still target both the traditional and low-cost market by advertising on public television and in lower end stores and social
The Vision of Ice-Fili
Ice-Fili pursues a strategy of product separation, focusing both on high quality, new flavors and product lines, and more importantly, and original branding methodology that combines long-established business goals with a progressive public agenda to form a definite unique attractive product offering. Ice-Fili sells a product that is not only a leader in its market share, but truly a product made of value to bring success. Our overall corporate focus will be to reorganize our infrastructure to increase productivity and efficiency. We will form a strategy to keep our consumers during the troubling economic times. To do this we will devote a larger portion then ever to our marketing and advertising budget.
Targeting the right market during Financial Crisis
By selling a product that is among the cheapest in our Russian market we will be targeting our traditional and low cost market segments versus our competitors who are targeting higher end market segments. With the economy suffering if we lower our costs in production and manufacturing we will be able to lower cost by only 10%, which will not turn barely any consumers away. By producing our products as single-portion packaging we will be able to target the lower end …show more content…
We will establish ourselves as the only all natural-milk based ice cream product in Russia that is targeting the traditional market. By putting our product in a 1950’s style packaging we will trigger emotions in our consumers of happier times when the economy was good. Our overall budget will still remain less then our competitors at $500,000 since we heavily rely on word of mouth, which has contributed to our success up to now. Our strategy will still target both the traditional and low-cost market by advertising on public television and in lower end stores and social