ArArAt Brandy: Transforming a Legend into a Modern Icon Harvard Case Solution & Analysis

ArArAt Brandy: Transforming a Legend into a Modern Icon  Case Solution

Abstract:
Ararat, the biggest brand name of brandy in Russia, with an excellent 32% market share and a long record, is one of the gems in Pernod Ricard Russia's alcoholic drink portfolio. Exactly what should be the brand name platform? Should all 7 sub-brands in the Ararat portfolio function in the project, and if not, which ones?

Pedagogical Goals:
The case uses the chance to analyze repositioning of a brand name, starting with which sections to target, ways to place the brand name, which items from the brand name portfolio to concentrate on, the message method to utilize, and which media alternatives to trigger. It hence makes up a thorough workout in branding.

This is just an excerpt. This case is about  Marketing

published: 25 Aug 2014

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ArArAt Brandy: Transforming a Legend into a Modern Icon

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