Mgimogination

Delivering Ice to Every House Olga Belevantseva Andrey Belykh Dmitriy Polyektov Said Ibragimov Changellenge Cup Moscow 2011 MGIMOGINATION

The target of Unilever is to double the sales of ice cream in Russia by 2015 * See Appendix 1 The maximum production capacity of Unilever allows to reach the target. However the market is growing at a lower rate than necessary. Therefore the company needs to increase its market share. Attention should be concentrated on structuring the distribution and logistic systems in order to confront the competitors

To reach the target Unilever should increase its share on the ice cream market* ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Competitor Market share Coverage** Target audience** Distribution channel** Sales channel** Inmarko 22% One price category Traditional trade Iceberry 14% Traditional trade Russkiy Kholod 7% Modern trade Traditional trade Talosto 6% Modern trade Nestle 15% Premium segment Modern trade

To increase the market share Unilever should start from developing its own distribution system ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Own distribution system Distributors services ,[object Object],[object Object],[object Object],Development of own distribution network will increase loyalty of customers, lower prices and, ultimately, will boost sales

Unilever should take into account seasonal features when developing its own distribution system Seasonality of sales, by type Two main sales channels Modern Trade / Key accounts Traditional Trade ,[object Object],[object Object],[object Object],By increasing the share of Modern trade in the sales channel structure Unilever could enlarge sales during the cold months reduce costs of transportation and warehousing Enlargement of retail branches (shops, stalls) and installation of branded stalls as part of the marketing program ,[object Object],[object Object],The enlargement of retail branches will help the company to meet the demand during the ‘high season’, increase recognizability of the brand and facilitate the access to the production – all this factors jointly will lead to the boost in sales

Timeline guide for Unilever ,[object Object],[object Object],[object Object],[object Object],[object Object],In this case the target of doubling the sales by 2015 will be reached Actions 2012 2013 2014 2015 Increase the number of stalls in Northern regions and in the South region Increase the share of Modern trade Enlarge retail branches in Western regions Enlarge transport park upon necessity Enlarge relationships with distributors

Appendix 1 * Conversion rate of 40 rubles per euro was used The market share of 30,65% should be achieved in order to reach the target by 2015. 2011 2012 2013 2014 2015 mln litres 60 80 100 120 200 ths tons 41,1 54,8 68,5 82,2 137 price 200,9 215,8 231,3 246,4 259,2 potential sales (mln rub) 8258,1 11825,6 15846,3 20251,6 35507,8 potential sales (mln euro)* 283,52 295,6 396,2 506,3 887,7 2011 2012 2013 2014 2015 mln people 79,5 81,2 82,5 83,9 85 consumption per person (litres) 3,8 3,9 4,0 4,1 4,2 consumption per person (kg) 3,04 3,13 3,21 3,28 3,36 total consumption 241,68 254,25 264,78 275,20 285,50 price 200,9 215,8 231,3 246,4 259,2 sales (mln rub) 48560,134 54866,88 61252,93 67800,89 73995,9 sales (mln euro) 1214,00335 1371,672 1531,323 1695,022 1849,89 30,65%

Mgimogination

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