1. Delivering Ice to Every House Olga Belevantseva Andrey Belykh Dmitriy Polyektov Said Ibragimov Changellenge Cup Moscow 2011 MGIMOGINATION

2. The target of Unilever is to double the sales of ice cream in Russia by 2015 * See Appendix 1 The maximum production capacity of Unilever allows to reach the target. However the market is growing at a lower rate than necessary. Therefore the company needs to increase its market share. Attention should be concentrated on structuring the distribution and logistic systems in order to confront the competitors

7. Appendix 1 * Conversion rate of 40 rubles per euro was used The market share of 30,65% should be achieved in order to reach the target by 2015. 2011 2012 2013 2014 2015 mln litres 60 80 100 120 200 ths tons 41,1 54,8 68,5 82,2 137 price 200,9 215,8 231,3 246,4 259,2 potential sales (mln rub) 8258,1 11825,6 15846,3 20251,6 35507,8 potential sales (mln euro)* 283,52 295,6 396,2 506,3 887,7 2011 2012 2013 2014 2015 mln people 79,5 81,2 82,5 83,9 85 consumption per person (litres) 3,8 3,9 4,0 4,1 4,2 consumption per person (kg) 3,04 3,13 3,21 3,28 3,36 total consumption 241,68 254,25 264,78 275,20 285,50 price 200,9 215,8 231,3 246,4 259,2 sales (mln rub) 48560,134 54866,88 61252,93 67800,89 73995,9 sales (mln euro) 1214,00335 1371,672 1531,323 1695,022 1849,89 30,65%