In September 2006, the Russian billionaire had Roustam Tariko, founder and owner of Russian Standard to develop a strategy for the introduction of Russia’s most popular brand of premium vodka (RSO) to the American consumer. Last year he had Imperia, the company’s flagship ultra-premium vodka, introduced in the U.S. market, lining up American import and distribution partner for Russian Standard and had worked hard to build enthusiasm for the brand. Beyond establishing RSO elegance, Tariko ne … Read more »

In September 2006, the Russian billionaire had Roustam Tariko, founder and owner of Russian Standard to develop a strategy for the introduction of Russia’s most popular brand of premium vodka (RSO) to the American consumer. Last year he had Imperia, the company’s flagship ultra-premium vodka, introduced in the U.S. market, lining up American import and distribution partner for Russian Standard and had worked hard to build enthusiasm for the brand. Beyond establishing RSO elegance, Tariko needed to carve out a space for the brand in the crowded American market. Imperia marketing had emphasized two attributes, superior quality and Russian-ness. Add articulate RSO advertising strategy and slogan would have a Tariko attribute to decide once and for all that stress. He would also have to decide how to develop this attribute as articulate as discrete identities for each of the two brands. Would the Americans better on a claim of authenticity, or to a claim of incomparable purity? And what were to use RSO and Imperia well equipped?
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Rohit Deshpande
Source: Harvard Business School
24 pages.
Publication Date: Nov 27, 2007. Prod #: 508053-PDF-ENG
Russian Standard HBR case solution