Distribution
Another tough decision was distribution. At first, we thought that we would cooperate with bigger stores as Lenta and offer e.g. 5-packs etc...But during our presentation, we had many suggestions that it would be actually better to have "to go product".... And after reading some interesting analyses that we also published here (e.g. Nielsen) we learnt that Russian consumers actually differs from American in shopping habits...American love to shop in huge shopping malls (Walmart, Costco etc) and they are used to buy big amounts of food for longer period. On the other hand, Russians are used to go to small "corner shops" and buy for shorterm period.
Based on previous conclusions, we decided to make our product available in those small shops - e.g. Dixie, Perekrostok...and our another idea are healthy chains - as we found: Prime or Fhresh & Co salad bar.
We would also like to make Shakedowns available in vending machines, because we want people to have healthy snack choices everywehre at every time. We also would focus on universities, hospitals etc...
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Hi! I have one question about vending machines: does it have to be like a fridge?Will it bethe vending machine only for the baby carrots?
Kseniia, yes, the machine has a cooling mechanism. Your question is reasonable, if we already have this kind of vending machine installed, why not sell other perishable fresh veggies and fruits? I think, we shouldn't do it 'cause of the very important reason. At the beginning of a whole campaign we went above and beyond to move from "just being a boring veggie" to a fun product, which would be associated with a snack. So, if we sell other veggies with our carrots now, we'll harm the brand and turn to unclear positioning. Of course, there can be products which correspond to our values and image. It can be some packed dried/not dried cherries or pineapples etc, which were branded and already won the market share. So if a prospective partner has something valuable to put on the table, the collaboration may be considered, otherwise it would be just a step back for us.
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