Borjomi: Rebuilding a Brand Icon in Russia Harvard Case Solution & Analysis

Borjomi is one of the oldest, Russia's most famous and well-loved of mineral water. After going through a sharp decline at the end of the Soviet era, the brand was bought by Georgian Glass and Mineral Water (GGMW) in 1995. Two years later, GGMW hired Frenchman Jacques Fleury, he turned the company around, and in 2001 was restored to its former glory Borjomi. In 2002 was bought GGMW Venture Company, Salford. Along with Fleury, Salford partner Vladimir Ashurov led the further transformation of turning it from local, almost a family business into a professional corporate enterprises and the growth of annual sales from $ 25 to $ 125 million, and from 54 to 366 million liters. Their achievements have not gone unnoticed. In 2005 GGMW received two proposals from two multinational companies either sell the business or a partnership. But Fleury and Ashurov think that there is still considerable room for growth. In fact, they can grow revenues further to $ 320 million (excluding acquisitions) for 3-4 years, of which $ 155 million will come from Russia. The rest will come from the Ukraine, and other markets. This case focuses on Russia, which has three GGMW product portfolio. Fleury and his team are now asking themselves whether, in order to achieve this growth, GGMW have to use all three, or streamline its portfolio and focus on Borjomi Classic, its flagship product? "Hide
by Dominique Turpin, Mope Ogunsulire Source: IMD 47 pages. Publication Date: March 1, 2007. Prod. #: IMD397-PDF-ENG

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