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2019 FINALIST FOOD RUSSIAN FEDERATION
All the best for our malyutkas
RAN IN: Russia
Audience: Nashi Mamy - Regional mothers of babies with low and middle income. Sociable and family-oriented, they have traditional views on life. Motherhood is of paramount significance and one of the main purposes of being a woman. ‘Our moms’ are the foundation of the Russian motherhood tradition which grounds on family values, endless baby love, unlimited resourcefulness and ability to sacrifice. They do not spend time on searching and researching. They more rely on their intuition and cultural experience of their peers.
Objectives: 1) Business: Grow sales, gain share.KPIs (end of 2018): Minimum +5% sales increase vs. Q2 2018.Market share growth +0.8% 2) Perceptual: Improve perception of key parameters affecting purchaseKPIs (end of 2018) +2pp increase for following attributes:For moms like meHigh qualityBaby Food ExpertThe best nutrition as a symbol of my loveBelieve that I am making the right choice for the future of my child3) Behavioral: Influence likeability and purchase intent via new packagingKPI:a. New design vs. oldb. Parity against main competitor
Language: English, Russian