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| Topic: |
Business
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| Number of pages / Number of words: |
7 / 1811 |
Essay's paper body
They have been the market leaders in the Russian markets till date but most of them have old plants and technologies.
International Players
MNCs have positioned themselves as premium manufacturers and they have positioned themselves at the higher end of the value chain. Their sales and retails operations is different from the traditional manufacturers as in that they have their own distribution channels and some of them work on the franchise system of sales which was alien to the Russian market until now...
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They have been more focused on brand establishment and advertising, typically spending 4% of their revenues and 75% of the total advertisement spending by the Ice Cream industry in Russia.
Local Players
They are the erstwhile Meat & Fish whole sellers who migrated to the Ice Cream business when the market for meat and fish dwindled...
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General points of the essay
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