Bistroff’s Dilemma: Fast or Healthy Food?

Bistroff’s Dilemma: Fast or Healthy Food?

  • Case
  • Teaching Notes
Abstract

The brand Bistroff is the undisputed leader in the Russian market for the production of instant oatmeal (no cooking) and instant food, having a market share of about 70%. Brand positioning of the Bistroff brand was initially built on the possibility of quick cooking of oatmeal. A new product is notable for its high fiber content. Should Bistroff adopt a new marketing tactic and focus on health?

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