In September 2006, Russian billionaire Roustam Tariko, creator and owner of Russian Standard, needed to develop a strategy for introducing Russia's most popular brand of superior vodka (RSO) to American consumers. Beyond establishing the stylishness of RSO, Tariko needed to carve out a space for the brand in the crowded American market. The marketing of Imperia had accentuated two attributes, exceptional quality and Russian -ness.
Tariko would need to determine once and for all which attribute to highlight in articulating RSO's marketing strategy and tagline. He'd also be required to determine the best way to articulate this attribute so as to develop discrete identities for each of the two brands. Would Americans react to a claim of credibility, or to a claim of unparalleled purity? And which were RSO and Imperia equipped to exploit?
Russian Standard case study solution
PUBLICATION DATE: November 27, 2007 PRODUCT #: 508053-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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