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Source: team’s analysis and conclusions
Market review Segment analysis Category strategy Sales & FinanceBrand&ConsumerExec...
Source: Case information, articles, teams analysis
Golden opportunity for growth is in curd and kefirs segments. Curds are...
Source: Case information, articles, teams analysis
Market review Segment analysis Category strategy Sales & FinanceBrand&C...
Market review Segment analysis Category strategy Sales & FinanceBrand&ConsumerExecutive summary
Two high-potential growth ...
Market review Segment analysis Category strategy Sales & FinanceBrand&ConsumerExecutive summary
Market is inefficient at t...
Source: case information, team’s analysis
Market review Segment analysis Category strategy Sales & FinanceBrand&ConsumerEx...
Karzanov Artyom
Education
Master 2015-2017
Plekhanov Russian
University of
Economics
Experience
Analyst Business
Developme...
Row Labels Sum of UNITS/PACKS (1000) Sum of VALUE (1000 RUR) Volume share Value share AVG Share
AGUSHA KLASSICH. 4.5% 6M 1...
Row Labels Sum of UNITS/PACKS (1000)Sum of VALUE (1000 RUR)Volume shareValue shareAVG Share
AGUSHA-2 KISLOMOL.SMES` 6M204M...
Clr2016 eng-pros and-cons-akmvclr2016-eng-pros_and_cons-akmv_-1
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Clr2016 eng-pros and-cons-akmvclr2016-eng-pros_and_cons-akmv_-1

  1. 1. Source: team’s analysis and conclusions Market review Segment analysis Category strategy Sales & FinanceBrand&ConsumerExecutive summary By reaching an average increase in volume by 24% in each shop through proposed initiatives could double the category total in 1-2 years 100 105 110 115 120 125 20172016 Navigation impact Special Offers Layout changes in terms of new plannogram Lower Out of stock Raise in transaction Key Conclusions Space-to-sell method Portfolio optimization Additional navigation Fair Category Management – tolerant to all brands on the market Conduct seasonal supporting sales promo-actions Overall Proposal Initiatives Optimal #SKU in category Financial Impact per Shop & Time Plan Market • Curds are the main segment and kefirs show largest y-o-y growth. Although the overall market shows negative development Consumer • Key target audience, who benefit from safeness and price/quality ratio followed by naturalness Segment analysis • Utilization of the portfolio via developing growing segments and introducing new lay- out standards Category strategy • Market is inefficient at the moment and overcrowded by unproductive SKUs Segment Optimal (# SKU) CURD 22 DRINK YOGHURT 17 KEFIR 5 LIQUID FORMULA 6 MILK 7 YOGHURT 4 2016 2017Activity Individual planogram per each shop (ex. 70) Physical Layout change Conduct resultы and introduce results to other retailers Test market Other retailers implementation
  2. 2. Source: Case information, articles, teams analysis Golden opportunity for growth is in curd and kefirs segments. Curds are the main segment and kefirs show largest y- o-y growth. Although the overall market shows negative development driven by a decrease in competitor’s volume 11,74 8,10 3,35 Oct- 14 12,47 8,64 3,57 Sep- 14 11,41 7,96 3,22 Aug -14 10,28 7,49 2,49 Jul- 14 9,65 6,92 2,45 Jun- 14 9,34 6,71 2,26 May- 14 6,27 2,47 May- 15 11,09 7,66 3,00 Apr -15 11,44 7,74 3,34 Mar- 15 11,61 8,06 11,06 8,15 2,64 Apr -14 11,31 8,18 2,83 Mar- 14 11,41 8,29 2,79 Feb- 14 10,63 7,95 2,50 Jan- 14 11,07 8,02 2,80 Dec- 15 10,65 7,13 2,99 Nov -15 11,22 7,70 2,88 Oct- 15 10,87 7,32 3,06 Sep- 15 3,14 Feb- 15 Nov -14 7,74 3,48 Jan- 15 12,47 8,36 3,76 Dec- 14 11,99 8,39 3,29 9,77 11,50 2,92 Aug -15 8,46 5,58 2,51 Jul- 15 8,41 5,68 2,36 Jun- 15 9,16 6,35 TYOMA (DANONE) AGUSHA (PEPSICO)Others Increasing share of others, while main player Agusha is losing volume. Important to take into consideration market’s seasonality 14,3 104,5 (79,0%) 2015 -4,3% 126,7 15,1 98,0 (77,3%) 13,6 2014 13,6 132,4 3,2 (77,8%) 2014 0,5 2015 4,1 0,4 +9,2% 2,9 (78,9%) 0,4 3,7 0,4 Moscow TT and Specialists Moscow Superettes Moscow Hyper/Supermarkets Net value, B RUR Net volume, M units Net Volume, M units Nearly 80% of the market is concentrated in Hyper/Supermarkets. Although the share has slightly decreased. Drop in net volume by 4% 53,0% 52,0% 13,0% 13,0% 16,0% 4,0% 4,0% 14,0% 14,0% 3,0% 2,0% 11,0%2015 100% 2014 DRINK YOGHURT CURD YOGHURT KEFIR LIQUID FORMULA MILK CURD makes more than a half of the market’s volume. Relatively high increase in KEFIR share -13 to 16% Volume Contribution per segment, % 36,0%55,0% 1,0% 8,0% TUB BAG BOTTLE CARTON Volume contribution per package, % General Market overview Competitive landscape KEY MARKET DRIVERS -9,7% 2015 9,7 85,69,4 66,5 (77,7%) 94,82014 75,2 (79,4%) 10,29,4 Agusha: Channel contribution in volume, abs. and % 2015 3,9 +5,0% 2014 35,9 26,4 (77,1%) 4,5 27,6 (76,8%) 4,03,9 34,2 Tyoma : Channel contribution in volume, abs. and %MS 28% MS 68% • Birth rate • Quality of life • Employment rate among women and men • Formation of baby nutrition culture • Government-funded family planning program • Confidence towards infant food Moscow TT and Specialists Moscow Superettes Moscow Hyper/Supermarkets Both imported brands play on a Russian image and make up 96% of the market natural volume Agusha drops volume by nearly 10%, which is driven mainly by loss in Hyper/Supermarkets, while Tyoma has increased in this channel specifically and in total volume 1. 3. 2. 4. Market review Segment analysis Category strategy Sales & FinanceBrand&ConsumerExecutive summary
  3. 3. Source: Case information, articles, teams analysis Market review Segment analysis Category strategy Sales & FinanceBrand&ConsumerExecutive summary Key target audience, who benefit from safeness and price/quality ratio followed by naturalness, feel lack of 2/3 of these attributes in Tyoma’s brand in comparison to the market leader -> Long term focus Taste & Health/Natural Safety Availabi lity Saving money Optimal nutrition Ease of use Benefits of infant food TOP CONSUMER TRENDS « Consumer confidence low as a result of economic downturn « Online shopping boosted by consumers looking for lower prices « Russians increasingly adopting healthier lifestyles Consumer ≠ Customer. Customer profile: woman in the age from 18 to 34. Key feature of infant food market - customers are completely replaced within a period of roughly three years, resulting in a fresh start for the market. Consumer 1. Gender split 87,0% 13,0% Men Women 42 45 71 6618-24 46-54 35-45 25-34 Respondents who made purchases of infant food in the month, by age The average customer income: from 50 000 to 75 000 RUB. The average cheque in 2015: 764 RUB 2. Tyoma’s brand scores less on Safety and Availability attributes comparing to Agusha. Strengthening these attributes must be considered in communication3. Agusha's brand communication: Health Tyoma's brand communication: Taste & Happiness consumer choice: Natural Product Focus on both: Taste & Health Brand & Purchasing factors 10 11 12 13 14 2010 2012 2014 2016 2018 2020 Brithrate Historic/Forecast | per '000 population 0 10 20 30 above 250 to 10 10 to 15 Income 20 to 30 30 to 40 40 to 50 50 to75 75 to 100 100 to 250 15 to 20 17 25 26 33 34 40 41 Food Value Previous Experience Child’s Favorite Taste Trusted brand Whole Natural Product Price q-ty Ration Safe ingradients Factors affecting the choice of baby food % *Based on team’s online survey, sample size 50; women with one children aged 22 - 45 Brand attribute comparison* Question: Rank on 1 to 5 scale Tyoma and Agusha on the following Attributes: 2 5 3 5 4 4 4 5 4 3 5 4 4 4 Previouse Purchase Experience Child’s Favorite Taste Food Value Price q-ty Ration Whole Natural Product Safe ingradients Trusted brand Tyoma Agusha
  4. 4. Market review Segment analysis Category strategy Sales & FinanceBrand&ConsumerExecutive summary Two high-potential growth directions:1)Utilization of the portfolio via developing growing segments and introducing new lay-out standards, 2)Distribution expansion in H/SM channel by working with the key retailer chains 0 10 20 30 40 50 60 Q4 2015Q3 2015Q2 2015Q1 2015Q4 2014Q3 2014Q2 2014Q1 2014 AVG ND AVG WD TT and Specialists AVG WD Superettes AVG WD Hyper/Supermarkets Despite rather high ND and WD in both TT and Superettes, average WD in H/S markets is still relatively low. -> Consider expansion in this H/SM channel 1. Weighted and numeric distribution comparison, average % In general, Agusha has a slightly higher price or/and price mix compared to Tyoma. Large gap in NPU between market leaders and other players2. 120 110 100 90 80 70 Priceindex,% CURD 120 110 100 90 80 70 NEZHNIY VOZRAST FRUTO-NYANYA DRINK YOGHURT 110 100 90 80 70 60 120 AGUSHA KREPYSH PRIVATE LABEL TYOMA (DANONE) KEFIR Net price per unit in key segments In general, most volume-productive segments are Kefir and Curd. Compared to Agusha, Tyoma performs better in Kefir and milk. Significant increase in Kefir’s productivity. Relatively higher productivity in Milk 3. 1 172 1 395 2 119 517 1 856 1 381 1 735 2 200 443 1 712 Overall MILK KEFIR DRINK YOGHURT CURD TyomaAgusha SKU productivity development per segment comparison 2014-2015, % -10 -10 -8 -14 5 -8 -4 Overall MILK KEFIR 216 DRINK YOGHURT -30 -13 CURD SKU productivity per segment, comparison, M units Liquid form and yoghurt for Agusha has a relatively weak productivity, comparable to drink yoghurt 1. Focus on promoting Curd, Kefir and Milk • Implement space-to-sell method to lay-out standards • Increase Tyoma’s product range 2. Possibly, enter new segments to strengthen reputation as infant nutrition provider like Liquid form and Yoghurt 3. Reconsider Drink Yoghurt’s assortment • Abandon low-effective SKUs • Find growth scenarios for particular segment 9,9% 100% 2015 14,5% 18,4% 57,2% 2014 16,6% 6,1% 14,7% 62,6% MILK KEFIR DRINK YOGHURT CURD Substantial increase in Kefirs, driven by a large increase in volume and a decline in D. Yoghurts4. Tyoma’s volume contribution, % Source: case information, Nielsen, Romir, team’s analysis Distribution and Pricing analysis SKU productivity and contribution analysis
  5. 5. Market review Segment analysis Category strategy Sales & FinanceBrand&ConsumerExecutive summary Market is inefficient at the moment and by using category management methods via optimizing the shelf space we can possibly reach the companies target Segment Now (# SKU) Optimal (# SKU) Delisted (# SKU) CURD 56 22 34 DRINK YOGHURT 35 17 18 KEFIR 12 5 7 LIQUID FORMULA 14 6 8 MILK 22 7 15 YOGHURT 6 4 2 Segment Space Share Space (SM, 4 Modules) Tyoma Space (SM) CURD 53% 158 44 DRINK YOGHURT 13% 38 11 KEFIR 15% 45 13 LIQUID FORMULA 4% 13 4 MILK 13% 40 11 YOGHURT 2% 7 2 We recommend the following changes in the assortment for an example retail chain, which lead to size of line optimization and introducing space-to-sell method of layout (see appendix) 2016 2017 Individual planogram per each shop (ex. 70) Activity Physical Layout change Test market Other retailers implementation Conduct resultы and introduce results to other retailers Key initiatives Category Management Strategy Space-to-sell method Portfolio optimization (as an example +2 SKUs in Curd, 2 SKUs in Kefir and + 1 reputational SKU each in Liquid Formula and Yoghurt) Additional navigation Fair Category Management – tolerant to all brands on the market Conduct seasonal supporting sales promo-actions Time plan Assortment Analysis Source: case information, team’s analysis
  6. 6. Source: case information, team’s analysis Market review Segment analysis Category strategy Sales & FinanceBrand&ConsumerExecutive summary Delisting of the inefficient SKUs and increase in facings of the Tyoma brands will positively affect sales, which will help to double the Tyoma sales till the end of the 2017 0 500 1000 1500 2000 2500 3000 3500 4000 Seasonality of sales Summer sales decrease, especially in June and July Supporting sales promo in May and August Most Russian women became more attentive to special offers and discounts on infant foods, which results in a drop in impulse purchases. In a 2015 focus group, moms admitted that they would opt for a product that offers some kind of bonus. Hyper/Supermarkets Superettes TT and Specialists Change product layout Smart Discount (based on loyalty cards) Multipacks Multipacks with a good ratio of value for money (3+1) Bonus Packs and merchandise packs (children's playgame, magnet, sticker, measuring spoon etc) Price promotions / discounts (max 10%) To support sales during the declining phase of the seasonality diversified approach to sales actions should be used per channel Distribution and Pricing analysis 100 102 104 106 108 110 112 114 116 118 120 122 124 20172016 Navigation impact Raise in transaction Lower Out of stock Layout changes in terms of new plannogram Special Offers Growth contribution impact per factor, % Financial impact per shop To all channels
  7. 7. Karzanov Artyom Education Master 2015-2017 Plekhanov Russian University of Economics Experience Analyst Business Development Oriflame 1 year Moskalev Viktor Education Master 2015-2017 Plekhanov Russian University of Economics Experience Category management specialist CCHBC 1 year Polyakova Maria Education Bachelor 2011-2015 Plekhanov Russian University of Economics Experience Learning&Development Manager Hewlett Packard Enterprise 1 year Bespalova Kseniya Education Bachelor 2011-2015 Plekhanov Russian University of Economics Experience Analyst Operations Oriflame 2 year
  8. 8. Row Labels Sum of UNITS/PACKS (1000) Sum of VALUE (1000 RUR) Volume share Value share AVG Share AGUSHA KLASSICH. 4.5% 6M 100GR V 14025,69 448589,79 21% 21% 21% 21% TYOMA KLASSICH. 5% 6M 100GR V 8658,9 264128,76 13% 12% 13% 34% AGUSHA YABLOKO&BANAN 3.9% 6M 100GR V 5149,62 179212,41 8% 8% 8% 42% AGUSHA GRUSHA 3.9% 6M 100GR V 3608,91 125618,22 5% 6% 6% 47% TYOMA GRUSHA 4.2% 6M 100GR V 3006 96716,52 5% 5% 5% 52% TYOMA BANAN 4.2% 6M 100GR G 2806,38 88793,28 4% 4% 4% 56% AGUSHA MULTIFRUKT 3.9% 6M 100GR V 2688,21 90449,64 4% 4% 4% 60% AGUSHA CHERNIKA 3.9% 6M 100GR V 2577,96 86748,39 4% 4% 4% 64% AGUSHA ABRIKOS&MORK. 3.9% 6M 100GR V 2527,47 84528,99 4% 4% 4% 68% AGUSHA YA SAM KLUB&VAN.3.8% 6M 100GR V 1722,42 68613,03 3% 3% 3% 71% TYOMA CHERNIKA 4.2% 6M 100GR V 1930,5 61420,86 3% 3% 3% 74% AGUSHA PERSIK 3.9% 6M 100GR V 1782,81 59668,83 3% 3% 3% 77% AGUSHA ZLAKI 3.9% 6M 100GR V 1743,39 59215,86 3% 3% 3% 79% AGUSHA YA SAM VISH&KR-BR.3.8% 6M 100GR V 1510,74 60036,57 2% 3% 3% 82% TYOMA YABLOKO 4.2% 6M 100GR G 1656,18 53141,4 2% 2% 2% 84% AGUSHA BIOTVOROG 4.2% 6M 100GR V 1394,55 43597,53 2% 2% 2% 86% AGUSHA KLASSICH. 4.5% 6M 50GR G 1513,53 27842,04 2% 1% 2% 88% TYOMA YABL&MORK. 4.2% 6M 100GR V 1167,66 36323,1 2% 2% 2% 90% AGUSHA YA SAM MAL&BAN.PECH3.8% 6M 100G V 1013,22 39496,05 2% 2% 2% 92% AGUSHA LESN.YAG. 3.9% 6M 100GR V 993,96 33619,05 1% 2% 2% 93% TYOMA KLUBNIKA & BANAN 4.2% 6M 100GR G 701,46 21872,88 1% 1% 1% 94% TYOMA ABRIKOS 4.2% 6M 100GR G 616,68 19440,9 1% 1% 1% 95% WITHOUT FLAVOUR 574,83 12424,05 1% 1% 1% 96% KREPYSH KLASSICH. 4.5% 6M 100GR G 435,78 10423,71 1% 0% 1% 96% APPLE & BANANA 403,47 9279,09 1% 0% 1% 97% KREPYSH KLASSICH. 10% 6M 100GR G 353,16 8368,02 1% 0% 0% 97% BILBERRY 333,27 7701,75 1% 0% 0% 98% PEAR 322,83 7493,13 0% 0% 0% 98% AGUSHA YA SAM KLUB&ZEML.3.6% 3G 100GR V 184,86 6849,27 0% 0% 0% 99% FR.-NYAN.GRUSHA 4.2% 6M 100GR G 165,51 5358,69 0% 0% 0% 99% FR.-NYAN.YABLOKO 4.2% 6M 100GR G 162,36 5249,61 0% 0% 0% 99% FR.-NYAN.BIOTVOROG 5% 6M 100GR G 165,24 5100,66 0% 0% 0% 99% AGUSHA YA SAM GRUSH&PERS.3.6% 3G 100GR V 149,04 5533,38 0% 0% 0% 100% FR.-NYAN.CHERNIKA 4.2% 6M 100GR G 103,68 3312,27 0% 0% 0% 100% RASPBERRY & WILD STRAWBERRY 46,53 1102,5 0% 0% 0% 100% AGUSHA CHER.SMORODINA 3.9% 6M 100GR V 43,2 1192,5 0% 0% 0% 100% AGUSHA YA SAM APEL&CHER.3.8% 6M 100GR V 31,14 1035,99 0% 0% 0% 100% FR.-NYAN.MALINA 4.2% 6M 100GR G 26,73 756,36 0% 0% 0% 100% AGUSHA 3.9% 6M 100GR V VAR 19,35 542,88 0% 0% 0% 100% FR.-NYAN.YABL&BANAN 4.2% 6M 100GR G 12,06 342,27 0% 0% 0% 100% KREPYSH GRUSHA 4.2% 6M 100GR G 11,79 325,53 0% 0% 0% 100% KREPYSH BANAN&YABLOKO 4.2% 6M 100GR G 10,08 283,95 0% 0% 0% 100% AGUSHA CHERNOSLIV 3.9% 6M 100GR V 0,54 16,29 0% 0% 0% 100% TYOMA 4.2% 6M 100GR G VAR 0,54 10,8 0% 0% 0% 100% KREPYSH TVOROG DETSKIY 4.5% 6M 50GR G 0,36 6,03 0% 0% 0% 100% AGUSHA S FRUKTOZOY 4.1% 6M 100GR V 0,09 1,53 0% 0% 0% 100% UMNITSA PERSIK 4.2% 6M 100GR V 0 0,45 0% 0% 0% 100% AGUSHA YA SAM KLUB&VAN.3.8% 6M 2X100GR V 0 0,27 0% 0% 0% 100% AGUSHA KLASSICH. 10% 6M 100GR V 0 0 0% 0% 0% 100% TYOMA CHERNOS 4.2% 6M 100GR V 0 0 0% 0% 0% 100% TYOMA CHERNOS&BANAN&ABR. 4.2% 6M100GR G 0 0 0% 0% 0% 100% TYOMA YABL&MORK/GR/CHERN. 4.2%6M100GR G 0 0 0% 0% 0% 100% UMNITSA ABRIKOS 4.2% 6M 100GR V 0 0 0% 0% 0% 100% UMNITSA KLASSICH. 5% 6M 100GR V 0 0 0% 0% 0% 100% UMNITSA YABLOKO&BANAN 4.2% 6M 100GR V 0 0 0% 0% 0% 100% UMNITSA YABLOKO&GRUSHA 4.2%6M 100GR V 0 0 0% 0% 0% 100% CURD Drink Yoghurt Row Labels Sum of UNITS/PACKS (1000) Sum of VALUE (1000 RUR) Volume share Value share AVG Share AGUSHA KLUBNIKA&BANAN 2.7% 8M200GR BO 2603,16 107026,02 18% 19% 18% 18% AGUSHA YABL&GRUSHA 2.7% 8M200GR BO 1890,6 78968,88 13% 14% 13% 32% AGUSHA YA SAMMALINA 2.7% 8M200GR BO 1439,04 57397,56 10% 10% 10% 42% TYOMA ZEL.YABLOKO 2.8% 8M210GR A 1132,32 45284,76 8% 8% 8% 49% AGUSHA PERSIK 2.7% 8M200GR BO 1108,98 45061,32 8% 8% 8% 57% TYOMA SHIPOVNIK&MALINA 2.8% 8M210GR A 951 37630,2 7% 7% 7% 64% AGUSHA NATURALNIY 3.1% 8M200GR BO 946,2 37552,56 6% 7% 7% 70% AGUSHA CHERNOSLIV 2.7% 8M200GR BO 673,62 26559,18 5% 5% 5% 75% TYOMA BANAN&ZEMLYANIKA 2.8% 8M210GR A 587,16 23694,12 4% 4% 4% 79% AGUSHA ZLAKI 2.7% 8M200GR BO 513 20603,88 4% 4% 4% 82% TYOMA CHERNOSLIV 2.8% 8M210GR A 344,04 13054,68 2% 2% 2% 85% TYOMA LESNYE YAGODY 2.8% 8M210GR A 274,92 10326,84 2% 2% 2% 87% AGUSHA YA SAMBAN.&PECHEN 2.7% 3G 85GR S 298,2 8599,44 2% 1% 2% 88% AGUSHA YA SAMVISHNYA 2.7% 8M85GR S 297,06 8402,46 2% 1% 2% 90% TYOMA GRUSHA&YABLOKO 2.8% 8M210GR A 232,2 9082,32 2% 2% 2% 92% AGUSHA YA SAMKLUB&ZEML.2.2% 3G 200G BO 216 9474,12 1% 2% 2% 93% AGUSHA YA SAMYAG.ASSORTI 2.6% 3G 85GR S 256,08 7324,98 2% 1% 2% 95% AGUSHA YA SAMBAN&PECHEN 2.7% 8M200G BO 215,22 8585,94 1% 1% 1% 96% AGUSHA YA SAMYAB&GRUSHA 2.7% 3G 85GR S 239,22 6894,6 2% 1% 1% 98% AGUSHA YA SAMYABL&BANAN 2.2% 3G 200G BO 123,66 5382,42 1% 1% 1% 99% FR.-NYAN.YABL&BAN.S INUL.2.5% 8M200ML A 42,06 1577,04 0% 0% 0% 99% FR.-NYAN.KLUB&BAN.S INUL.2.5% 8M200ML A 41,4 1533,18 0% 0% 0% 99% FR.-NYAN.MALINA S INULIN.2.5% 8M200ML A 33,54 1199,7 0% 0% 0% 99% FR.-NYAN.GRUSHA S INULIN.2.5% 8M200ML A 33,3 1201,14 0% 0% 0% 100% AGUSHA YA SAMYABL.&BANAN 2.7% 8M85GR S 30,48 771,06 0% 0% 0% 100% TYOMA PECHEN`E 2.8% 8M210GR A 23,04 778,68 0% 0% 0% 100% NEZHNIY VOZRAST DDET.PIT.PER.1.5% 200GA 7,8 229,56 0% 0% 0% 100% NEZHNIY VOZRAST DDET.PIT.Y&GR.1.5%200GA 7,2 215,28 0% 0% 0% 100% TYOMA GRANAT 2.8% 8M210GR A 2,52 82,8 0% 0% 0% 100% AGUSHA ABRIKOS 2.7% 8M200GR BO 0 0,06 0% 0% 0% 100% AGUSHA ABRIKOS 2.7% 8M100GR BO 0 0 0% 0% 0% 100% AGUSHA CHERNIKA 2.7% 8M100GR BO 0 0 0% 0% 0% 100% AGUSHA GRUSHA 2.7% 8M100GR BO 0 0 0% 0% 0% 100% AGUSHA NATURALNIY 3.1% 8M100GR BO 0 0 0% 0% 0% 100% AGUSHA YA SAMCHERNIKA 2.7% 8M200GR BO 0 0 0% 0% 0% 100% Row Labels Sum of UNITS/PACKS (1000)Sum of VALUE (1000 RUR)Volume shareValue shareAVG Share AGUSHA KEFIR 3.2% 8M 200ML A 7908,32 215747,6 39% 39% 39% 39% TYOMA BIOLAKT 3.2% 8M 208GR A 5560,64 155320,8 27% 28% 28% 66% AGUSHA BIOKEFIR 3.2% 8M 200ML A 3914,64 112350,2 19% 20% 20% 86% TYOMA BIOLAKT KLASSICH.3.4% 8M 206GR A 1033,76 29037,76 5% 5% 5% 91% AGUSHA YA SAM KISL.IMMUN.3.4% 8M 207ML A 602,96 22444,64 3% 4% 3% 95% KREPYSH KEFIR 3.2% 8M 200ML A 440,96 7488,48 2% 1% 2% 96% AGUSHA BIOLAKT 3.2% 8M 200GR BO 290,32 7409,2 1% 1% 1% 98% KREPYSH BIFIDO KEFIR 3.2% 8M 200ML A 242,72 4188,64 1% 1% 1% 99% KREPYSH KISLOMOLOCHNIY 3.5% 8M 200ML A 183,2 3999,44 1% 1% 1% 100% WITHOUT EXTRA FLAVOUR 115,04 1938 1% 0% 0% 100% TYOMA KEFIR 3.2% 8M 200ML A 5,92 141,76 0% 0% 0% 100% BIFIDUMBAKTERIN 2.5% 8M 190ML BO-DIAMED 0 0,16 0% 0% 0% 100% AGUSHA BIO W3 YAB&MOR.KM 1.5%12M100GR BO 0 0 0% 0% 0% 100% AGUSHA KEFIR 2.5% 205ML A 0 0 0% 0% 0% 100% VYSOKO VYSOKO KEFIR 3.2% 8M 250ML A 0 0 0% 0% 0% 100% Kefir Appendix
  9. 9. Row Labels Sum of UNITS/PACKS (1000)Sum of VALUE (1000 RUR)Volume shareValue shareAVG Share AGUSHA-2 KISLOMOL.SMES` 6M204ML A3666,72 120118,9 67% 70% 69% 69% AGUSHA-2 MOL.SMES` STERIL. 6ML 200ML A453,09 12444,21 8% 7% 8% 76% AGUSHA YA SAMMOL.KOK.MALINA 209ML A453,36 11702,43 8% 7% 8% 84% AGUSHA-1 KISLOMOL.SMES` 0M204ML A 394,5 12675,69 7% 7% 7% 91% AGUSHA YA SAMMOL.KOK.VANIL 209ML A155,31 4070,4 3% 2% 3% 94% AGUSHA-1 MOL.SMES` STERIL. 0ML 200ML A94,2 2631,9 2% 2% 2% 96% AGUSHA YA SAMMOL.KOK.KAKAO 209ML A90,27 2409,93 2% 1% 2% 97% FR.-NYAN. MOL.KOK.KAKAO 12M200ML A58,59 1535,85 1% 1% 1% 98% FR.-NYAN. MOL.KOK.VANIL 12M200ML A 53,91 1377,03 1% 1% 1% 99% FR.-NYAN. MOL.KOK.MALINA 12M200ML A24,42 540,39 0% 0% 0% 99% FR.-NYAN. MOL.KOK.BANAN 12M200ML A22,74 512,13 0% 0% 0% 100% NAN-2 MOL.SMES` 6ML 400(2X200)ML A 4,89 525,48 0% 0% 0% 100% NAN-1 MOL.SMES` 0ML 400(2X200)ML A 3,75 401,55 0% 0% 0% 100% AGUSHA-1 MOL.SMES` STERIL.0ML 3X200ML A0,03 1,05 0% 0% 0% 100% Liquid Formula Row Labels Sum of UNITS/PACKS (1000)Sum of VALUE (1000 RUR)Volume shareValue shareAVG Share AGUSHA MOL.VITAMIN.3.2% 500ML A4398,75 172226,7 26% 33% 29% 29% AGUSHA MOL.VITAMIN.2.5% 8M200ML A4908,7 122047,6 29% 23% 26% 55% TYOMA MOLOKO 3.2% 500ML A 2397 99074,8 14% 19% 16% 71% AGUSHA MOL.LAKTULOZA 2.5% 12M200ML A1503,05 40132,35 9% 8% 8% 80% TYOMA MOL.STER. 3.2% 8M200ML A1427,8 33447,2 8% 6% 7% 87% TYOMA MOL.OBOG. 3.2% 8M200ML A1380,3 32336,3 8% 6% 7% 94% AGUSHA MOL.ULTRAPAST.3.2% 270ML BO258,4 7360,2 2% 1% 1% 95% KREPYSH MOL.STERIL. 3.2% 8M200ML A318,65 5417,75 2% 1% 1% 97% AGUSHA YA SAMIMMUNITI 2.5% 500ML A87,55 4198,1 1% 1% 1% 98% FR.-NYAN.MOLOKO 2.5% 8M200ML A130,15 2903,8 1% 1% 1% 98% FR.-NYAN.MOLOKO.2.5% 500ML A 50,1 2054,25 0% 0% 0% 99% WITHOUT FLAVOUR 120,35 1937,1 1% 0% 1% 99% FR.-NYAN.MOL.OBOG.2.5% 500ML A40,95 1870,95 0% 0% 0% 99% NEZHNIY VOZRAST ULTRAPA.3.2% 950ML A11 710,6 0% 0% 0% 99% NEZHNIY VOZRAST VITAMIN.3.2% 950ML A10,1 621,3 0% 0% 0% 100% FR.-NYAN.MOL.OBOG.3.2% 8M200ML A27,8 605,6 0% 0% 0% 100% FR.-NYAN.MOL.OBOG.2.5% 8M200ML A20,65 429,25 0% 0% 0% 100% NEZHNIY VOZRAST 8M3.2% 200ML A12,8 289,7 0% 0% 0% 100% NEZHNIY VOZRAST VITAMIN.8M3.2% 200ML A11,4 249,9 0% 0% 0% 100% AGUSHA MOL.VITAMIN.3.2% 8M200ML A6,25 191,05 0% 0% 0% 100% FR.-NYAN.MOLOKO 3.2% 8M200ML A5,9 143,05 0% 0% 0% 100% BELLAKT 3.2% 10M200ML A 0,3 8,85 0% 0% 0% 100% AGUSHA MOL.LAKTULOZA 3.2% 12M200ML A0 0 0% 0% 0% 100% AGUSHA SLIVKI STERIL.10% 6M200ML A0 0 0% 0% 0% 100% NEZHNIY VOZRAST MOL.FTOR.3.2% 1L S0 0 0% 0% 0% 100% NEZHNIY VOZRAST MOL.PAST.3.2% 800GR S0 0 0% 0% 0% 100% SAMI S USAMI MOL.STER.3.2% 8M200ML A0 0 0% 0% 0% 100% SAMI S USAMI MOL.VIT. 3.2% 8M200ML A0 0 0% 0% 0% 100% UMNITSA DET.MOL. 3.2% 8M200ML A 0 0 0% 0% 0% 100% UMNITSA MOL.VITAMINIZ.3.2% 8M200ML A0 0 0% 0% 0% 100% Milk Row Labels Sum of UNITS/PACKS (1000)Sum of VALUE (1000 RUR)Volume shareValue shareAVG Share AGUSHA ZEML&MALINA 2.7% 8M90GR G1744,11 51733,71 61% 61% 61% 61% AGUSHA ZLAKI 2.7% 8M90GR G 484,74 15090,39 17% 18% 17% 78% AGUSHA BANAN 2.7% 8M90GR G 406,62 11981,97 14% 14% 14% 92% AGUSHA YA SAMYABL&GRU.2.5% 3G 110GR G190,89 5913 7% 7% 7% 99% AGUSHA ABRIKOS&LIP.TSVET 2.7%8M90G G24,84 644,67 1% 1% 1% 100% AGUSHA CHERNOSLIV 2.6% 8M90GR G1,62 46,35 0% 0% 0% 100% AGUSHA NATURALNIY 2.9% 8M90GR G 0 0 0% 0% 0% 100% Yoghurt Appendix

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