Ice-Fili currently differentiates itself by offering the largest variety of ice cream products. It also differentiates by producing its ice cream using all-natural products. Ice-Fili plans to continue to differentiate itself through its large variety and all-natural products, but, if it chooses, can also differentiate itself by advertising its high quality and great taste and the fact that it is a Russian company...
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Their all-natural products are produced at low cost allowing them to sell at lower prices than their top competitor Nestle. Still, their market share is on the decline. We feel this is a direct result of Ice Fili’s lack of marketing. With a well developed and implemented marketing plan Ice-Fili could gain significant ground on Nestle, possibly without changing any of the other value chain activities...
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