The case discusses the marketing dilemma faced by the Russian social enterprise, Snegi. Snegi promotes traditional Russian boots called Valenki-s, now produced with new age design and in a socially responsible way. The brand has received good response since its inception in 2015. While some customers like the product for its resemblance to Valenki and use it for daily use or gifting, others find it as a fashion statement. The company now faces a dilemma about choosing its target segment and positioning its brand in a way that can retain its social mission while being a successful enterprise.