International Cocoa Organization

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.