In September 2006, the Russian billionaire Rustam Tariko, founder and owner of Russian Standard, the need to develop a strategy for the introduction of the most popular brand of Russian premium vodka (RSO) for American consumers. Last year, introduced Imperia, ultra-premium vodka flagship company in the U.S. market, import and distribution of Russian Standard American partners aligned and worked hard to create enthusiasm for the brand. Beyond creating coquetry RSO Tariko need to create space for the brand in the U.S. crowded market. Imperia Marketing highlighted two attributes, superior quality and Russian-ness. The joint strategy and tagline Tariko RSO must decide once and for all, that they attribute to stress. It would also have to decide how to articulate this attribute to develop separate identities for both brands. Would Americans better respond to a request for authenticity, or a claim of unsurpassed purity? And RSO Imperia and were better equipped to exploit?
Source: Harvard Business School
Date Posted: November 27, 2007. Prod #: 508053-PDF-ENG
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