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RUSSIAN STANDARD

RUSSIAN STANDARD. RUSSIAN STANDARD.

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RUSSIAN STANDARD

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  1. RUSSIAN STANDARD

  2. RUSSIAN STANDARD Introduction- Key reasons for Russian Standard’s early success- Lack of particular marketing strategy abroadGlobal Branding Strategy with Local Adaptations- Promotion the Russian identity- Emphasis on functional attributes- Global growth in vodka sales driven by super-premiums

  3. RUSSIAN STANDARD Specifics of the US Market - Biggest vodka market- Intense competitionConsumers-Young population replaces their “fathers’ drinks” with vodka- Flavored vodkas are very fashionable

  4. RUSSIAN STANDARD Packaging- Bottle design strongly relates to the Russian origin of the vodka and the brand values - Product packaging meets all world-class standardsPricing- Super-premium is the fastest-growing spirits category- On-premise promotion strategy (sponsor nightclub parties in trendy bars and clubs)Advertising - Advertising campaign – traditional Russian symbols in combination with innovative brand visuals- Print and outdoor advertising together with electronic media advertising

  5. RUSSIAN STANDARD On-premise Promotion- Americans prefer consuming vodka on-premise- On-premise promotion strategy (sponsor nightclub parties in trendy bars and clubs in big cities)Off-premise Promotion- Premium shelf space in all large supermarket chains- Incentive system that motivates supermarket staff to promote the brandYouth and Alcohol Advertising- Observance of alcohol advertising policies and regulations- Promotion of responsible attitude andmoderate consumption - Sponsorship of social campaigns

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