This is what it looks like:

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dynamics of market shares in the category;

price positioning of the brand and competitors;

sales dynamics in quantitative and monetary terms;

level and quality of distribution.

Important: All metrics must be analyzed taking into account the regional specifics of the target markets.

Given the heterogeneity of distribution, we took a targeted approach to strategy development and focused on regions with the highest brand presence. At the same time, all-Russian indicators were also included in the analysis to form a complete picture of the market.

Priority regions: Arkhangelsk, Vologda, Vladivostok, Khabarovsk.


The source for the analysis was the closed data of the First OFD. During the study, we focused on the brand's direct competitors, excluding from the analysis the private labels of retail chains.

Competitors: 4.


Case Strategy: How We Worked on Understanding armenia telegram data an FMCG Brand and Bringing a New Product to the Shelves - Image 4
Case Strategy: How We Worked on Understanding an FMCG Brand and Bringing a New Product to the Shelves - Image 5
This is only part of the graphs and data on the basis of which conclusions are drawn.

Our findings:
Competitive environment

the market is characterized by the dominance of two main players in the Russian Federation (competitors 1 and 2);

Competitor 1 shows a decrease in activity in target regions against the backdrop of the suspension of advertising campaigns;

Competitor 2 strengthens its position by increasing marketing activity;

Our brand maintains stable performance and offers the most attractive pricing policy among leading manufacturers.