Aims and Objectives in the Market

Here we shall divide aims and objectives for Oreo in Russia into short-term (1 year after product launch) and long-term (5 years after product launch) indicators we aim to achieve. The following table specifies the goals, their values and sources for benchmarking the latter.

Table 1. Aims and Objectives for Oreo in Russian Market

Aimed Indicator	Short-Term Targeted Value (1 y.)	Long-Term Targeted Value (5 y.)
Brand Share	1.6%*	3.4%*
Presence in Distribution Channels of Mondelez Rus OOO	90%	99,9%
Product Portfolio Presence	1 or 2 products of the whole portfolio***	99% products of the whole portfolio****

*Benchmarked against Alpen Gold Biscuits brand share in Russia in 2013 (Passport GMID, 2014). Alpen Gold Biscuits was chosen for benchmarking, as it possess a smaller market share than the most successful Mondelez Rus OOO brand Yubileinoye and in one year Oreo should achieve the results of medium brands at least (again not by fighting the market share from Alpen Gold Biscuits or other Modelez Rus OOO brands)

**Benchmarked against Oreo’s Brand Share globally in 2013 (Passport GMID, 2014, http://www.portal.euromonitor.com.ezproxy.gsom.spbu.ru:2048/Portal/Pages/Search/SearchResultsList.aspx)

*** It will be rather easy for Mondelez Rus OOO to launch a new product, as the company already has established infrastructure, distribution channels, etc, and launching 1 or 2 products from Oreo’s portfolio will be a “pilot” one and give the company knowledge on how to further promote to customers and end-consumers 

**** Portfolio enhancement is crucial for Russian market, as there is a growing demand for innovativeness and lack of brand loyalty. Introduction of newer and newer Oreo variations will help to keep consumers attention and demand.