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Essay / Research Paper Abstract
This 5 page paper looks at the brand Russian Standard answering a set of quested posed by the student. The reasons for the success of the vodka brand in Russia is assessed. The expansion of the firm, under the same name, into banking services is discussed in the context of brand extensions and the way that the firm may approach the US market is considered. The bibliography cites 2 sources.
Page Count:
5 pages (~225 words per page)
File: TS65_TErusstand.doc
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Unformatted sample text from the term paper:
rather than simply the launch of the new brand of vodka. Prior to Russian Standard being launched the approach of the vodka was based on the consumer making a choice
based on who manufactured the drink. There was little real differentiation other than who had made the Vodka. In developing the Russian Standard product a great deal of attention was
given to the way in which the product would be branded. In addition to developing a premium product which would deliver more marketing promises, a total brand identity was created
that would appeal to the Russian market. The branding incorporated of the brand name, the brand image which was supported by aspects such as packaging, promotion and marketing communication. A
key aspect of the marketing success was the ability of the brand to present an image which encapsulated concepts associated Russian heritage (Grigorian, 2000). Russian heritage was once again a
source of pride within Russia, following the demise of the Soviet era. Russian Standard taped into this nationalistic pride, presenting itself not only as Russian vodka, but Russian vodka that
Russians could be proud of. This was effectively creating a source of differentiation, which would be a source of competitive advantage. Functional brand attributes which were communicated effectively
to the customers incorporated these heritage aspects along with quality, to create a luxury image. For example, it was communicated to the product was made with reference to the standards
for premium vodka set down by the 1894 Czars government, that it was consistently made from Russian grains, distilled with Russian water and was 80% proof (Grigorian, 2000). It may
also be argued that the name itself refers to quality, with the terms standard in the name (Grigorian, 2000). The design of the packaging also excluded luxury and indulgence, making
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