Skip to Navigation

Amitava Chattopadhyay


Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay


Ararat Brandy: Transforming a Legend in to a Modern Icon

Ararat Brandy: Transforming a Legend in to a Modern Icon

 

 

Ararat, the largest brand of brandy in Russia, with an enviable 32% market share and a long history, was one of the jewels in Pernod Ricard Russia’s alcoholic beverage portfolio. After a recent product update, five key questions needed to be answered: 1. Which consumer segment(s) should ArArAt be targeted at? 2. What should be the ArArAt brand platform? 3. Which of the five advertising options before him (recent agency pitches for the ArArAt account) should he choose? 4. Should all seven sub-brands in the ArArAt portfolio feature in the campaign, or only some of them? If the latter, which ones should he select? 5. In which magazines should the ads be placed?


Teaching Objectives

The case offers the opportunity to think through repositioning of a brand, beginning with which segments to target, how to position the brand, which products from the brand portfolio to focus on, the message strategy to use, and which media options to activate. Thus, it is a comprehensive branding case.



Download PDF


 

  Aug 8, 2014 | Cases




Download PDF

THEMES

 
 
 
 
 
 
 
 


SHARE


 


Recent Tweets



Sun, 22 Jan @ 01:38 pm

Well put! My sentiment exactly. Spineless #Indigo. https://t.co/7CRiLKtToU

via Twitter for Android
Sun, 22 Jan @ 01:30 pm

#HimantaBiswaSarma is a funny guy. Hasn't heard of #iamSRK. Must be he lives on another planet or he neither sees n… https://t.co/3U3TfXFRsF

via Twitter for Android
Sun, 22 Jan @ 01:24 pm

So, a HC judge now knows more than the Supreme Court judges? How pathetic of #KirenRijiju; clearly desperate. "Kire… https://t.co/MQJQQWducJ

via Twitter for Android
Sun, 22 Jan @ 12:26 pm

@airvistara It would have been nice if you or someone had done something. Turns out, I was eligible to 20kg due to… https://t.co/8Pul8SvMEl

via Twitter for Android
Sun, 22 Jan @ 11:13 am

@airvistara Fix it with airport people. Not that hard if the company is honest.

via Twitter for Android
Sun, 22 Jan @ 11:13 am

@airvistara I call that theft, given my bad experience. Expect more tweets.

via Twitter for Android

  Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava