Global Marketing Management Case Study Example | Topics and Well Written Essays - 2000 words

Global Marketing Management - Case Study ExampleSecond, following the give out of the Soviet Union, a premium and super-premium quality segment was virtually absent in the Russian vodka market imported brands like Finland and Absolute were simply unaffordable (Grigorian). Consequentially, Russian archetype was positioned to occupy a market segment, which was mostly free of competitors but offered unlimited brand expansion opportunities. Eventually, Russian Standard vodka did not me avow rely on its superior quality but sought to sustain a prestigious name and brand image in this way, Russian Vodka brand would perplex appealing to both groups of customers those who respected its quality and those, who were fascinated with its prestige (Grigorian). Unfortunately, brand placement of Russian Standard vodka in Russia was not without controversy. The numerous attributes of the Russian Standard brand failed to create a complete and comprehensible picture of its most advantageous featur es. Simply stated, the brand message sent to customers fell short of comprehensibility customers could not understand what exactly Russian Standard vodka was and would become if they chose to drink it. Furthermore, with the emphasis on the historical traditions and orientation toward the future, the denote and brand positioning guide for Russian Standard failed to develop a sense of pride in Russian consumers (Grigorian). Many of them reported difficulties with understanding the Russian Standard brand and its key message. Many others felt that, instead of priding the legacy of vodka traditions in Russia, the Russian Standard campaign sacrificed historical traditions for the sake of progress (Grigorian). Finally, Russian Standard brand positioning campaigns failed to communicate a message of prestige for this reason, most advertising campaigns were prematurely terminated. Nonetheless, Russian Standard vodka remains one of the most competitive brands in the Russian market. Russian Standard demonstrates a number of competitive advantages. First, the quality of its vodka is difficult to overestimate the product is manufactured in accordance with the premium vodka recipe created by Mendeleev and approved by the Czars government in 1894 (Grigorian). Birch charcoal filters are used to distill vodka, whereas only deluxe grain hard drink from Central Russia are being used in manufacturing (Grigorian). It goes without saying that quality is the main criterion of any brands success. The use of pure undistilled piss from northern parts of Russia adds value to Russian Standard vodka products it is because of its premium quality that Russian Standard managed to achieve Russian market excellence without extensive advertising (Grigorian). Second, after the collapse of the Soviet Union, the Russians have become particularly sensitive to their traditions and heritage. Years of communist pressures denied the Russians their right for self-actualization, self-expression, and historical memory. Russian Standard was one of the initial to remind the Russian people of historical values and traditions, immediately creating a strong bond between consumers and the history of