Product's Features
§ Popular
brand enjoying strong growth in Russia§ Lower
# of calories à appeal to the healthy lifestyle trend
§ Reunion of 2 popular brand names:
Family-oriented
Milka
The
more adult-oriented Philadelphia
Country's features:
§ A small number of direct competitors (Nutella is the challenge) in the market
§ Market
is not saturated: low # of consumers
§ Low
per capita consumption of
the chocolate paste à potential internal
growth of the market
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