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Russian Standard Essay

481 words - 2 pages

Caso Russian Standard Vodka

1) Entendiendo las causas del valor de la marca: ¿Cuáles son las causas del valor de la marca Russian Standard? ¿Porqué fue la marca capaz de conseguir un suceso tan rápido en Rusia?

La firma logró, con el asesoramiento de las principales firmas de marketing mundiales y a través de una intensa investigación de mercado, conocer el cliente Ruso y hacerlo sentir identificado con la marca. Logró transmitir el concepto de que Russian Standard era representativo de las tradiciones rusas al más alto nivel. Dio a conocer la marca, a través de diversos medios de comunicación y utilizando, por primera vez en el mercado ruso, herramientas de marketing, tales como publicaciones en revistas de primer nivel. Su estrategia de posicionamiento de la ...view middle of the document...

Además, desarrolló un programa de incentivos para motivar al personal de los mismos a promover la marca.

El concepto de calidad de su producto fue logrado comunicando los altos estándares utilizados y las mejores materias primas, aunados en una formula considerada “la formula del vodka”. La presentación del producto no solo transmitía calidad y elegancia, sino que mostraba las imágenes arquetípicas históricamente consideradas como símbolos nacionales que eran las cúpulas en forma de cebolla de las iglesias ortodoxas rusas.

2) El valor de la extensión horizontal de la marca: ¿Son compatibles los negocios de vodka y bancarios, en una sola marca? ¿Puede una sola marca ofrecer una promesa común a categorías aparentemente tan diferentes? ¿Puede la marca diluirse o beneficiarse de esta sinergia?

Tal como lo ideara Tariko, ambos productos son compatibles en una misma marca, y prueba de ello es la existencia de marcas como Disney que hacen desde películas, juguetes, perfumes, zapatillas, vasos, etc. De hecho, en una época donde muchos bancos rusos sufrían una descapitalización, fue visto positivamente por los consumidores como algo tranquilizador que una marca tan exitosa, fuerte y rentable como Russian Standard en el mercado del vodka, apostara al negocio bancario. De hecho ambos productos estaban intencionalmente relacionados, no solo por la marca sino por el mismo logo y ambos fueron igualmente de exitosos.

2) Administrando una marca global: Debería Russian Standard adaptar el posicionamiento de la marca y su maketin mix (nombre, precio, packaging, distribución, comunicación) o debería tratar de mantener el posicionamiento y el marketing que le fue tan exitoso en Rusia, en orden a crear una marca global consistente?

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