Russian Standard Vodka: Strategies for Global Branding and Expansion Into the Us Market

This report is Part 1 of assignment for Marketing MBA 565-MBOL1 to Dr. Stephen Baglione

Course Description This course involves an integrated analysis of the role of marketing within the total organization. Specific attention is given to the analysis of factors affecting consumer behavior, the identification of marketing variables, the development and use of marketing strategies, and the discussion of international marketing issues. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents:   University policies: You must be

Producing and selling high-quality products is the company’s marketing philosophy. Although Brown-Forman was the fifth-largest distiller in the United States, it spent a lot of money in advertising support in order to build best brands in the world. In a while, the whiskey market was in a depression. Brown- Forman faced a big challenge to overcome this period. In order to expand its product lines, Brown-Forman chose several of products which has fast growth in the alcohol

Knowing this data, and having information about competitors market share, simple calculations showed the market share in gallons for each competitor, keeping in mind that the Bud Light brand and Budweiser brand were grouped together under the Budweiser Co. This is the same for Miller and Miller Light. Budweiser Co. had the largest market share at 34.8% followed by Miller Co. at 20.6%. Busch was below our expected market share at 6.4%, meaning Coors is in a similar position as Busch. This information is shown in Exhibit 3.

Identifying a new market can be a challenging task. However, when examining the preferred alcoholic beverage of three major age groups, one in particular stands out. Of the three age groups, fifty and older consumers are the age group with the smallest preference for beer. Figure 2 on the following page compares the alcoholic beverage preference for three major age groups.

The Russian state has been characterized by its strong heritage of powerful, autocratic leadership. This domination by small ruling elite has been seen throughout Russia's history and has transferred into its economic history. Throughout the Russian czarist period, to the legacy of seventy years of communism; Russia has been a country marked by strong central state planning, a strict command economy and an overall weak market infrastructure (Goldman, 2003). Self-interest, manipulation and corruption have all been present in the Russian economy, and have greatly helped the few as opposed to the many. To this day, Russia still struggles with creating a competitive and fair market.

Strengths * Bud Light is the best selling beer in the U.S. * 37% market share * Brand Strength – leading light brand in the US * Pricing Leadership – Continues to set industry benchmarks for pricing.

This product is imported from France and is being sold for recreational purposes such as; socializing drinking, enjoyable times, and elegance class. It is said that nothing draws us together more than alcohol. Sitting down and having a drink with fellow peers usually leads to cheerfulness, laughter, and an all-around good time. The people in the visual allow one to remember the stress reliever that alcohol helps sustain. When individuals look at this depiction they receive a constant image of a worthy time running through their mind, so that when they go to the store and see the ultra-premium vodka they remember the advertisement and think about purchasing the merchandise. That then allows the buyer to put themselves in a similar setting, in which they relive the advertisement in their head. The people in the visual are socializing among each other which brings upon another reason to the selling of the product. It is show that this product is appropriate to have during social events as the group is seen with their drinks held high with positive facial expressions shown. The idea of this advertisement is to show that every brand represents something different, especially in the liquor industry. Since Sean “Diddy” combs is an equal share venture, he applies the alcoholic beverage to his lifestyle, which is rich and

A successful branding technique that Svedka could employ would involve piggy backing off of the success of one of their main competitors: Absolut vodka. Prior to this time, Absolut has been the sole distiller of Vodka that is exported from Sweden, and is considered to be extremely high in quality. By branding themselves as the other Swedish vodka, Svedka

The category is dominated by 5 major brands (94% of dollar sales), with Red Bull far above the pack with a 43% dollar sales market share. The other 4 are in close competitions with

industry, they face the same global competition as other countries (if not more.) According to

This dissertation is submitted in partial fulfillment of the requirements for the Degree in Marketing Practice

Vodka, an alcoholic beverage believed to have originated in Russia, is one of the most consumed spirits in the world. Vodka that was once rarely consumed outside of Europe before the 1905s has captured the international markets including the United States and by 1975, vodka market has

decided to establish foreign direct investment in Russia, we see that in 1991 as the Soviet

This paper will outline an executive summary of a marketing strategy of a new wine brand to a targeted audience that will incorporate the buyers motivation, psychographics, and demographics. A description of the overall marketing strategy will include advertising, customer relationship manager and a Public Relations campaign. Finally, a an overall strategy to position the brand against the competition will be outlined.