Danone: 14, 15 or 17 years in Russia?

How old is really Danone in Russia?

To celebrate its 15 years in Russia, Danone set up a special offer: "15 years in Russia, -15%".

But what should we celebrate? Danone opened its first store in Moscou on Tverskaia in 1992...so 15 years are already over...First plant opened in 1995...here we are early! And what will they celebrate next year then? It seems that celebrating anniversaries is becoming one of the most used promotionnal tools in Russia. But be careful not to deceive customers..they will always remember it...

And by the way, what is Danone offering in reality? Announced: -15%...let's check. Is there any reglementation in Russia against false advertising? In September, on Nash hypermarkets prices list  (C.c. Rio), Actimel (1X100) was at 12,90 roubles and on October 21th, Actimel price was still flat. In Auchan (Altufievo), Actimel price in September was 12, 29 roubles and in October Auchan offers it at 14,49 roubles!!!! It seems that they applied those 15% but in the wrong direction... For hypermarkets The Seventh Continent, we had Actimel at 13,90 roubles in September and at 12,90 roubles on their October leaflet (only ~7% reduction).

What happened? Did Danone just announce the offer and not implement it, thinking that it will work by itself? Did distributors forget to implement new prices? Who should control this action and didn't?

Russians really like celebrating birthdays but they know how to compare prices and they do. It seems that process of such action, even if "famous" is not yet completely mastered here.