In September 2006, the Russian billionaire Rustam Tariko, founder and owner of Russian Standard, you must develop a strategy for the most popular brands on the Russian premium vodka (RSO) for U.S. consumers. Last year he presented Imperia, the company's flagship ultra-premium vodka in the U.S. market, lined American import and distribution partners for Russian Standard, and worked diligently to build excitement for the brand. In addition to creating chic RSO in Tariko to carve out a space for the brand in the crowded U.S. market. Marketing Imperia said two attributes, the high quality and the Russian-ness. In formulating the marketing strategy of the RSO and slogan, Tariq will need to decide once and for all, who is credited with stress. He also must decide how to formulate this attribute to develop digital identities for each of the two brands. Did the Americans respond better to the authenticity of the claim or claims of unprecedented purity? And what were the RSO and Imperia best equipped to exploit? "Hide
by Rohit Deshpande Source: Harvard Business School 24 pages. Publication Date: November 27, 2007. Prod. #: 508053-PDF-ENG
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