Feasibility study on the generic promotion of cocoa consumption in the Russian Federation

DURATION:
One year
LOCATION:
RUSSIAN FEDERATION
NATURE OF PROJECT:
Consumption promotion
ESTIMATED TOTAL COST:
US$ 30,000
CO-FINANCING:
US$ 30,000
PROJECT EXECUTING AGENCY (PEA):
International Trade Centre UNCTAD/WTO/ITC
PROJECT SUPERVISORY BODY:
International Cocoa Organization (ICCO)
PROJECT STARTING DATE:
May 2001
COMPLETION DATE:
June 2002

 

Brief Description

The feasibility study was conducted to establish whether and under what conditions a full-scale generic promotion campaign should be launched in the Russian Federation. The feasibility study involved consumer surveys, discussions and interviews with manufacturers, a survey of top managers of confectionery enterprise, sessions with focus groups, studies and analyses.

 

Project Objectives

The main objective of the project was to provide a basis for determining the feasibility, the strategy and the instruments for undertaking a generic-promotion campaign for cocoa and chocolate in the Russian Federation.

 

Project Results

The feasibility study concluded that there existed a sound basis for launching a full-scale generic promotion campaign in the Russian Federation. More than 70 per cent of the top managers in the confectionery industry were in favour of such a campaign and were prepared to support it.

Click here to download the Feasibility study in English

Click here to download the Feasibility study in Russian