By CHEN Mengjie Marguerite
Given the success of Russian Standard Vodka in the Russian and European Market, following the global branding vision, expansion strategy for US market needs to be defined. This case study will provide in-depth analysis to focus on evaluating expansion strategies and offering market entry recommendations.
1. Russian Standard
Russian Standard was launched by Roust Holdings, a company driven by an unusual mix of quality orientation and Russian pride. In launching the Russian Standard brand, the ambition of Roustam Tariko, founder and main owner of Roust Holdings, was to set a new …show more content…
It’s essential to protect the equity of the brand in Russia.
3) Main benefits to be provided to the customers
Russian heritage dream factor: Russian Standard Vodka reflects Russia’s vodka-producing heritage. It’s also a symbol of the essence of Russian’s modern society,
Russian vodka premium quality: It’s a brand new premium vodka distilled and bottled exclusively in Russia using only the finest Russian ingredients with a passionate attention to detail and state-of-the-art distilling techniques.
3.4 Expansion Strategy Decision
According to the analysis given above, the second option will be suggested as the most practical strategy for Russian Standard Vodka to enter US market: Pursue a global branding strategy – one that preserves the key sources of equity of a potentially global brand but also included local market adaptations.
The first alternative will be very risky given the differences in US market. Market adaptions will be needed to certain extent.
The third alternative cannot be chosen in the sense that the management needs to keep the brand image consistent and maintain the brand identity. This approach tends to dilute the brand authenticity.
4. Expansion into US Market Recommendations
4.1 Target customers
The international product manager must know how similar/different potential customers are in the market to serve.
The US customers will be younger and more diversified. And they are