Wednesday, September 17, 2014

ArArAt Brandy: Transforming a Legend into a Modern Icon

CHATTOPADYAY Amitava, GRIGORIAN Vadim
©2014 INSEAD Case Study
Get the case from INSEAD Case Publishing

Ararat, the largest brand of brandy in Russia, with an enviable 32% market share and a long history, is one of the jewels in Pernod Ricard Russia’s alcoholic beverage portfolio. After a recent product update, five key questions need to be answered: 1. Which consumer segment(s) should Ararat be targeted at? 2. What should be the brand platform? 3. Which of five proposed advertising options should be selected? 4. Should all seven sub-brands in the Ararat portfolio feature in the campaign, and if not, which ones? 5. In which magazines should the ads be placed?