Since ice cream is treated as “on the go” product in Russia, the segmented distributional channels enable the producers to capture market share especially via kiosks that contribute 49% of the whole distributions that promoted impulse purchases. Besides, Ice-Fili is the oldest historical brand in Russia but with low brand loyalty, hence there is potential advantage for the producers to invest in advertising which help to build brand equity. One successful example is Nestlé, a reputable foreign brand that spent intensively in TV advertising may shift customer preference and promote ice cream as at-home consumption. In addition, domestic suppliers are evolving fast and producers could purchase cheaper modernized equipment without imports.