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“It’s It” In Russia

“It’s It” In Russia. By: Rebecca Sommerer and Yerzat Zharmukhametuly. Most Important Factors. Customers are loyal to Russian brands Transportation problems Most places are very cold in the winter Red color is a favorite. Advice. Small Stores are dominant Relatively cheap labor force

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“It’s It” In Russia

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  1. “It’s It” In Russia By: Rebecca Sommerer and YerzatZharmukhametuly

  2. Most Important Factors • Customers are loyal to Russian brands • Transportation problems • Most places are very cold in the winter • Red color is a favorite

  3. Advice • Small Stores are dominant • Relatively cheap labor force • TV is the most popular way of advertising • Internet is very popular in Russia

  4. Target Market • Major Cities in Russia • Supermarkets and small convenient stores • 25-54 year old citizens • Middle class and upper class

  5. Market Strategy • Have our own production facility • Cheap labor costs • Use U.S machinery and instruction • Use Victoria group for distribution • 249 locations • Well-known for doing international business Victoria Group locations in red

  6. Advertising and Marketing • Advertise as an American taste • 100% natural product • Make campaigns throughout cities • Set up vendors to try the product • Some type of red packaging • Create with government label • Use Vkontakte (Russian Facebook) • TV program “How It’s Made”

  7. Sales Forecast • One Russian ruble is equal to 0.03 of a U.S dollar • 2.204 pounds of ice cream sandwiches sells for $9.02 • Total market revenue is expected to be around two Billion U.S. Dollars • Plan for initial year to generate ¼ of this amount

  8. Final Recommendations • Russia has a successful economy • Ice cream is popular • The ice cream sandwich is fun/new to the market • Advertising and marketing will be inexpensive • Easy to receive help for distribution and advertising

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