Russian Standard Vodka Case
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 ...view middle of the document...
The Russian market was controlled by low-cost local brands and the black market. Imported vodkas briefly rose in Russia in 1990s, but the economy was geared toward cheap vodka consumption
Vodka in Russia was became part of Russian table and tradition. Also Vodka was mainly for men because the Russian women prefer lighter drinks.
The popularity of Vodka in the US market was based in two factors:
1- It is refreshing and easy to drink alcoholic drinks which can be consumed in many places
2- It can be mix with other drinks which is a common in US to drink cocktails.
Evaluation of Russian Standard Vodka Marketing Strategy :
1- the target customers in Russian Market was the male in 30s or 40s with medium to high income which the emerging middle east class.
2- Roustam main concern was to have outstanding quality, therefore in 1998 he hired the services of major Russian scientific institution specialized in food research to work on the product formula.
3- the RH management focused on particular detail on the packaging of Russian Standard Vodka during the design stage. Their main target was to develop a bottle that would explicitly reflect the super premium nature of the product and to ordered most packaging components form leading manufactures in Europe.
4- Russian Standard was one of the most expensive brand among locally produced Vodkas . Russian Standard was cheaper that imported Vodkas, such AS Finlandia and Absolut.
5- From advertising point of view, the first advertising campaign for the brand was in 1999 by the UK-based agency Seigel & Gale. The Russian Standard campaign was rolled out in glossy magazines aimed primarily at a medium-high income...