This Case is about CORPORATE COMMUNICATIONS, CROSS-CULTURAL MANAGEMENT, SALES
PUBLICATION DATE: November 27, 2007 PRODUCT #: 508053-PDF-ENG
Russian Standard case solution
In the month of September 2006, Russian billionaire Roustam Tariko, creator and owner of Russian Standard, required to develop a strategy for introducing Russia’s most popular brand of superior vodka (RSO) to American consumers. Beyond creating the stylishness of RSO, Tariko needed to carve out a space for the brand in the busy American marketplace. The promotion of Imperia had highlighted two aspects, Russian and exceptional quality -ness. Tariko would have to determine once and for all which credit to stress in articulating RSO’s marketing strategy and tagline. He’d also be required to determine the best way to articulate this aspect so as to develop distinct identities for each of both brands. Would Americans react to a claim of unparalleled innocence, or to a claim of credibility? And which were Imperia and RSO equipped to exploit?