ICE FILI Case analysis
Introduction The Ice-Fili Public Limited Company rightly deserves to be considered one of the oldest ice-cream producers in Russia. The Ice-Fili is one of Russia’s most famous and admired companies, both because of its entrepreneurial success and socially progressive vision. ... The company’s high-quality ice-creams earned it a place in the list of Russia’s 100 Best Products. ... Loyal customers came to buy Ice-Fili’s products not only because they were unusual and tasted great, but also because they came to symbolize a commitment to social justice. What are Ice-Fili’s’ critical success factors over the past decades? ... Ice-Fili Strategy Ice-Fili’s pursues a strategy of product differentiation, focusing both on high quality, experimental flavors and product lines, and most importantly, an innovative branding methodology that combines traditional business goals with a progressive social agenda to form a truly unique and attractive product offering. Ice-Fili’s products fall within the highest subset of super-premium ice-cream.