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Mistral
The main meal

RAN IN: Russia

CLIENT
Mistral Trading LLC

AGENCY
SUMMARY

Everyone is used to thinking that the main meal is meat or fish. Grains and ean are what we usually call a garnish. Mistral grains deserve to be the main part of any meal. Consumption in households increased by 9 points vs +4 plan. Market share in rubles in 4th quarter 2018 increased to 15.7% vs Q4 2017 14.5. in KG increased from 8.5% to 9.5%. 

CASE VIDEO


Audience: Family women 22-55, working with an upper mid income per family member of between 10000-30000 rubles per month who are the main buyers of groceries and who are responsible for cooking food for the family. They prefer famous brands because that is a guarantee of quality for them but at the same time consider themselves smart meaning that it is important to balance price with quality.

Objectives: Business - Grow consumption by 5 points among households in all Russia in cities of 100 000+ population. Increase brand market share of Polyetheline bags in rubles from 14.5% in 4th quarter 2017. Increase brand market share of Polyetheline bags in KG from 8.5% in 4th quarter 2017. .

Type: B2C

Language: English, Russian