Cheburashkini Brothers

This case study shows how the Cheburashkini Brothers, a dairy products brand, established itself in Russia, to become one of the leading brands in the premium dairy products market.

Advertiser: Cheburashkini BrothersAgency: Ermolaev BureauCountry: Russia

Objectives

The main objectives for the company at the time of entering at the market were:

  1. Creating a high-quality product line under the brand, demanded by target audience.
  2. Becoming a significant player of the premium market in Moscow and Moscow region (with not less than 500 distribution outlets and market share at least 5% in the medium and price segment and in premium segment)
  3. Becoming a popular brand and achieving the top-3 among the players of premium dairy products in Moscow and Moscow region.

Strategy

Cheburashkini brothers are the...

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