...Russian Standard Vodka 1) Understanding the sources of brand equity: What are the sources of the brand equity of the Russian Standard brand? Why was the brand able to enjoy such rapid success in Russia? 2) The value of horizontal brand extensions: Are the banking and vodka business compatible with a single brand? Can a single brand offer a common promise to such seemingly different categories? Is the brand getting diluted or can it benefit from synergies? 3) Managing global branding: Should Russian Standard adapt the positioning of the brand and its marketing mix (name, price, packaging, distribution, communication) or should it try to keep the positioning and marketing that have been successful in Russia, in order to create a consistent global brand? 1) El dueño de la marca Russian Standard tenía en claro 2 objetivos: a) desarrollar una línea original de productos y servicios en múltiples categorías que puedan cubrir calidades y standares internacionales; b) crearía una marca donde los rusos se sintieran identificados tanto localmente como internacionalmente, y convirtiéndola de esta manera en la primer marca Premium de Rusia. Quería que los Rusos se identificaran con la marca y también puedan ser identificados en el mundo con el claim de Made in Rusia. Quería que asocien el vodka en el mundo como originariamente de Rusia, como lo es Coca con USA o Chanel en Francia. Por ende la estrategia de la marca estaba orientada a captar la atención (brand...
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...Russian Standard Vodka: Strategies for Global Branding and Expansion into the US Market An Individual Case Study Prepared by Yanan MIAO under the Supervision of Pro. Hans MUHLBACHER for International Marketing Course T1-2011-2012 Background Russian Standard vodka, known as Russia’s number one premium vodka brand, was founded by Roustam Tariko and initially launched in 1998. Four years later the sales of this authentic Russian premium vodka surpassed all imported premium vodkas, achieving the number one position in the premium segment with a 27% market share in its domestic market. Brand Identity The first truly premium Russian vodka that “Embraced the past…and inspired progress”. Company’s Objective Equals to the founder (Tariko)’s vision: to make Russian Standard vodka the number one Russian vodka in the world. Assessment of the Current Market Success factors: 1. An evocative brand name. 2. Unmatched product quality. 3. Production Origin. 4. Distinctive premium packaging. 5. Strong distribution networks, commanding merchandising skills. 6. Premium pricing policy. 7. Smart promotional on-premise and off-premise strategy. 8. Strong financial support from brother company—Russian Standard Bank. Failure: Inaccurate domestic advertising compaign—conceived by its consumers as inconsistent with brand image. Issue Encouraged by its rapid success at home as well as driven by the vision of its founder, Tariko wondered whether Russian Standard vodka should be launched in...
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...Vodka Leader Factor Conditions Trying to understand how Russia mastered their art, you must understand the factors that assisted the country. The factors that must be considered are the skills and technology resources that are available to the country. Russia has been using distilleries for many centuries which have helped to reinvent and perfect the process. A Russian scientist is recognized as the individual who invented the idea of using charcoal to purify the vodka (All About Vodka.) By the end of the 18th and 19th century, Russia is noted for having the most perfectly sound technology in the world for making and distributing vodka. This country takes much pride in their product that in 1902 a law, Moscow Vodka, was created as a benchmark for future vodkas that were to be produced (All About Vodka.) Firm Strategy, Structure, and Rivalry Russia uses a unique process and ingredients when they make their unique and signature vodka. Vodka is generally made from grain, potatoes, molasses, beets, and other ingredients made from vegetables (Vodka.) Countries like Sweden, Poland, and America all use their own various array of ingredients to make their own unique vodka. Russians prefer to make their spirit out of wheat and rye instead of potatoes like the Polish (Vodka.) Because the Russians prefer to use different ingredients than their competitors, they have been able to create a distinct and memorable taste than their counter parts which allows them to have a competitive...
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...Case Study Russian Standard Vodka: Strategies for Global Branding and Expansion into the US Market INTRODUCTION 1. Russian Standard Vodka is a major Russian premium vodka brand. Established in 1992, Roust Inc. is Russia’s largest importer and distributor of spirits and Champagnes. In 1998, Roust launched Russian Standard vodka, which quickly became the highest selling premium vodka in Russia, ahead of established international and local brands such as Stolichnaya, Smirnoff, Finlandia and Absolute. 2. Russian Standard’s success can be attributed to the high quality of the vodka itself, its Innovative and distinctive bottle, to its strong presence in bars, clubs and supermarkets, and to a brand identity that is proud to leverage its Russian heritage while promising world-class standards of quality (hence the name ‘Russian Standard’). Interestingly, and quite unusually, the Russian Standard brand was also used to launch a Commercial Bank focusing on consumer lending which also became a huge success in little time thanks to its financial solidity and aggressive marketing. 3. Encouraged by its rapid success at home, the company is considering whether it should Launch Russian Standard in the biggest premium vodka market in the world - the US – and whether it should adapt its marketing mix or stick with the strategy that has been so successful 4. In Russia, to help make these two decisions, the case provides detailed information on consumer habits and competition in Russia...
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...Russian Standard Vodka Case Introduction: Roust holding launched the Russian Standard Vodka in 1998. the main goal on launched the Russian Standard Vodka was to set a new standard of world class quality for a new breed of global Russian brands. Brand identity and Strategy: The strategy of creating an Russian Standard brand started with two goal 1- Russian Standard to become a global umbrella brand by having different categories with the same brand . 2- Russian Standard to become the first premium quality brand from Russia. Additionally to create the brand identity, the management team decided to carry out a survey with the consumers and also to have some advices from international advertising experts and brand identity agencies. Expanding Decision: In 2002, Russian Standard Vodka sales achieved the number one position in the premium segment with a 27% market shares. This successful inside Russia encourage the Management to expand externally trying to make Russian Standard Vodka in the first position in the world. The first step was in 10 European Countries such as UK, Greece and Hungary. There was no change in the product or the way of introducing the product in the market. The next step was USA which considered as the biggest premium vodka market in the world. There were three ways to expand. First way is to introduce it with the same product and marketing. Another option is to introduce a global brand which suits the local market. Third option is...
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...contribute to the brand equity of Russian Standard. At first, Tariko’s personal experiences in his early entrepreneurial time helped him accumulate many professional knowledges on wine industry in Russian, which contributes to the brand equity. For example, Tariko was a representative from Martini & Rossi before, and he actually seize the opportunity created by the supply/demand gap at that time, which made him became an exclusive imported in Russia at that time. Two years later, his company had established itself as Russia’s leading importer of upmarket alcoholic drinks, which it helped raise his brand awareness. Moreover, Tariko also developed strong and commanding merchandising skills and relationships with the trade to enhance its marketing strategy on brand equity. For instance, Tariko worked with international advertising experts and brand identity agencies to conduct a survey on the essence of the brand, so that the brand equity could be conveyed to the consumers at last. In result, several methods that meetings with notable Russian and literary personalities, extensive travel throughout Russia, customer focus groups and numerous brand essence and positioning briefs were born to enhance the brand equity in short. After that, Tariko’s brand was able to enjoy rapid success in Russia because the consistency of Tariko’s mission and his company’s marketing strategy. To produce world-class quality vodka while retaining the unmistakably Russian identity was Tariko’s mission,...
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...Russian Standard Vodka’s Case Questions: 1. Understanding the sources of brand equity: What are the sources of brand equity of the Russian Standard brand? Why was the brand able to enjoy such rapid success in Russia? One of the main reasons for Russian Standard’s rapid success in its home country in the early 1990’s was Roustam Tariko’s deep knowledge of Russia; its history, culture, and through these, its then current state and consumers. He had the general know-how of the market in the country: Tariko, the founder of the company himself started off by importing foreign liquor brands to the post-soviet era country, where such novelties were still hard-pressed to find. By filling this market gap he got to not only reach incredible levels of profitability, but also hone his merchandising skills and network vastly, before moving from importing to founding his own company, Roust Holdings. Unlike the foreign liquors and spirits Tariko had imported, he wanted to create something “more local” that would resonate with the patriotism of the country. Truly, Russian Standard vodka came to represent upper-class Russian vodka, “strongly associated with the country”, as the case mentions. Additionally, to quote the case study text: “People bought Russian Standard because it was unmistakably Russian and looked reliable.” In other words, a good marketing mix was created for the product. The packaging, pricing, and promotion in addition to the product itself were cleverly planned and...
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...762-18-10 www.i-plan.ru 1 MOSCOW 2011 RUSSIAN MARKET OF VODKA, LIQUERS AND SPIRITS 2011 [RUSSIAN MARKET OF VODKA, LIQUEURS AND SPIRITS. CURRENT SITUATION AND FORECAST] Intesco Research Group 2 CONTENTS LIST OF CONTENTS ......................................................................... Ошибка! Закладка не определена. METHODS OF RESEARCH ................................................................ Ошибка! Закладка не определена. EXTRACTS FROM RESEARCH ........................................................... Ошибка! Закладка не определена. LIST OF SCHEDULES, DIAGRAMS, TABLES AND SCHEMES ................................................................... 15 INFORMATION ABOUT INTESCO RESEARCH GROUP COMPANY ......................................................... 23 2011 [RUSSIAN MARKET OF VODKA, LIQUEURS AND SPIRITS. CURRENT SITUATION AND FORECAST] Intesco Research Group 3 LIST OF CONTENTS METHODS OF RESEARCH LIST OF SCHEDULES, DIAGRAMS AND TABLES, SCHEMES 1. CHARACTERISTICS OF RUSSIAN CONSUMERS 1.1. Dynamics of population 1.2. Social standard of living dynamics 2. SUBJECT OF RESEARCH 2.1. Characteristics of vodka 2.2. History of vodka 2.2. Vodka production technologies 2.3. Classifications of vodka, liqueurs and spirits Classification of vodka, liqueurs and spirits by types Classification of vodka, liqueurs and spirits as per All-Russian Classification of Products Classification of vodka, liqueurs and spirits as per Foreign...
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...Caso Russian Standard Vodka 1) Entendiendo las causas del valor de la marca: ¿Cuáles son las causas del valor de la marca Russian Standard? ¿Porqué fue la marca capaz de conseguir un suceso tan rápido en Rusia? La firma logró, con el asesoramiento de las principales firmas de marketing mundiales y a través de una intensa investigación de mercado, conocer el cliente Ruso y hacerlo sentir identificado con la marca. Logró transmitir el concepto de que Russian Standard era representativo de las tradiciones rusas al más alto nivel. Dio a conocer la marca, a través de diversos medios de comunicación y utilizando, por primera vez en el mercado ruso, herramientas de marketing, tales como publicaciones en revistas de primer nivel. Su estrategia de posicionamiento de la marca se dividió en dos frentes: - Presencia en la vida nocturna, en los mejores restaurants, nigthclubs y bares, frecuentados por personajes formadores de opinión. Fiestas semanales en nightclubs sponsoreadas por la marca, donde se buscaba fomentar la degustación del producto. Se desarrolló un programa exclusivo para restaurants, logrando en los mejores de Moscú, la presencia en su menú en forma de co-branding con el caviar. - La marca negoció espacios significativos en las góndolas de los principales supermercados, logrando efectivamente la comunicación visual de la marca. Además, desarrolló un programa de incentivos para motivar al personal de los mismos a promover la marca. El concepto de calidad de su...
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...• Geographically - Biggest country in the world: 17 millions km² - Population: 9th country in the world 143 millions inhabitants - 75% in Asia, 25% in Europe 9th world power, member of the BRICS • Generalities Language: Russian Money: rouble Political system: federal Republic President/government’s president: Vladimir Poutine/Dimitri Medvedev Capital: Moscow Known for: communism, Cold War, USSR (ended in 1991) Principal religion : orthodox religion • Culture - Russian culture had a late development because of the totalitarianism/authoritarianism of its political systems - Known for literature: Dostoïevski, Tolstoï - Theater: Tchekhov - Music: Tchaïkovski, Stravinski - Paint: Kandinsky, Chagall - Danse: Bolchoï - XIXth century: bourgeoisie spoke French fluently. • Traditions and believes - Superstition: you don’t shake a hand through a doorstep - You don’t pour something to drink to someone the hand turned on the outside - A lot of Russians prefer to take a knife and the salt on the table than from your hand - Vodka is the main beverage - In public: Russians aren’t warm, in private sphere it’s the opposite. - They are frank - Don’t kiss women you don’t really know - Celebration’s days France Russia Cultural Essen.als Food and Wine Family Ma.ers Eloquent Discourse Rela8onships—Public and Private Gree.ng Handshakes are common Bisous Address Formalty ...
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...phases of governance which spans from a history of migrating peoples and ancient kingdoms to the Kievan Rus, Peter the Great, the Slavs, Tsardom, Imperialism, Revolution and the Russian Republic, Soviet Russia, the Soviet Union and the Russian Federation. These aspects of Russian history are important to Russian culture because they have made Russia (its people, architecture, food, festivals, language, literature and art) what they are today. Though those who live in Russia are called “Russians,” over 180 various ethnic groups can be found in Russia. Russian is the official language, though over 100 languages are spoken by its peoples. Besides the Slavs (Russians, Ukrainians, and Belarusians), who account for about 80 percent of Russia's population, three main ethnic groups and a handful of isolated smaller groups reside within the federation. The majority of Russians identify with the Eastern Orthodox (Christian) religion, but Judaism, Islam, and Buddhism are also practiced in Russia. Islam, professed by about 19 percent of believers in the mid1990s, is numerically the second most important religion in Russia. Various non-Orthodox Christian denominations and a dwindling but still important Jewish population complete the list of major religious groups in the Russian Federation. In general, Russians of all religions have enjoyed freedom of worship since the collapse of the communist regime in 1991, and large numbers of abandoned or converted religious buildings have been...
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...isolated with four Russian cosmonauts for 110 days. At the New Year's Eve party, the participants partook in the drinking of vodka, which was allowed by the Russian space agency. What evolved was a series of events which involved violence, sexual harassment, and questionable ethics. A violent fight erupted between two of the cosmonauts, which was resolved quickly. Later, the Russian commander aggressively kissed, twice, the only female participant, Judith Lapierre. All three of the international participants appealed to the IBMP regarding the Russians behaviour, requesting disciplinary action. The experiment ended in controversy as the Russians downplayed the kiss, saying it was a fleeting kiss and blaming an emotional female participant whilst Lapierre claimed sexual harassment. Thus, was it really sexual harassment or a stolen kiss? Or is the question here that the parties involved here had attached different meanings to the same incident. Cultural differences amongst the participants led to the conflict, which were exacerbated by the influence of alcohol. The Russians responded by claiming that ’In the West, some kinds of kissing are regarded as sexual harassment. In our culture it is nothing.’ But is this really the issue, or is it that the confinement of an Austrian, a Japanese, a Canadian and four Russians was at high risk for cultural conflict and misunderstanding in the first place? In sight of that, it was the responsibility of the Russians...
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...Martini Bianco, rosso, extra dry (15%) 5cl 4,90 Campari (1) Orange / Soda 0,2l 7,00 CRODINO (1) Der alkoholfreie Aperitif 0,2l 4,50 Prosecco Prosecco “Giulietta Pisani” Frizzante D.O.C Treviso - Italien 0,10l 4,50 0,75l 27,50 Prosecco di Valdobbiadene Spumante Conegliano DOCG, Nizza Monferato Weingut Marco Bonfante Piemont - Italien 0,75l 35,50 Cocktails Caipirinhas frische Limetten (8) Rohrzucker und… Caipirinha – classic mit Cachaça Porto Alegre – mit Campari Caipirinha Espanol – mit Licor 43 Caipirissima – mit Rum 7,90 GOP Spezial Frische Limetten, Orangen, Cachaça, Vodka, Maracujasaft und etwas Marcujasirup 8,00 Piña Colada Rum 3 Years, Ananassaft, Kokossirup und Sahne 8,00 Sex on the beach Vodka, Peachtree, Grenadine Zitronen- und Cranberrysaft 8,00 Long Island Ice Tea Rum, Vodka, Gin, Tequila, Triple...
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...Introduction There are many things to be said about Russia, the biggest country in the world. With a rich history and proud people it has shaped todays world in many ways. As a former host of communist USSR, Russia today is considered to be a democratic country. The Russian flag consists of three horizontal stripes. The top stripe is white, the middle one is blue, and the bottom one is red. Russia’s current flag was adapted on August 21, 1991. Even though nobody is quiet sure what the colors in Russian flag represent, many speculate that Russia’s flag design is based on the concept of the Dutch flag. Historians believe that Peter the Great created Russia’s flag when he visited Netherlands in 1699. At the time Peter the Great was learning about shipbuilding and saw the need for Russia to have a naval flag as well. While his design of the flag was similar to the Dutch one, he used Russian colors. In 1883 this flag was adopted as the civil flag. In 1917, after...
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...finally we will look at the website. Well, that’s all I wanted to say about the table of contents moving on to our first subject of the presentation: the mission statement. Thank you for your attention, if there are any questions, we’ll be pleased to answer them. Core activities LVMH is the world's largest luxury goods conglomerate, they own around 60 sub-companies. We can say that LVMH has 5 core activities because these are the activities that are the most profitable. The group has a large variety of goods: Wines and spirits In this category you can find several kinds of alcohol. You have wine (Château d’Yquem), champagne (Moët & Chandon, Dom Pérignon and Veuve Clicquot), brandy (Hennessy), whiskey (Glenmorangie), vodka (Belvedere vodka) and rum (10 Cane). They have more than 20 different species of wines and spirits so it covers a big range of their products. Clothing and accessories This is the most important category because this is the sector where they make the most money. Here you can find a lot of big names in the fashion world. The first one is Louis Vuitton; this brand is known for its trunks, leather goods, shoes, watches, jewellery, accessories, sunglasses, books. Another one is Givenchy who makes shoes, leather goods, accessories and perfume....
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