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



Wed, 03 Nov @ 10:06 pm

Arrest shocking. #Bhakts first to scream racism if British Indians cheer India against England in cricket. Shameful… https://t.co/w1Wo1FCWgo

via Hootsuite Inc.
Sun, 31 Oct @ 08:39 pm

This is odd. Campeol's wife and a chef at his restaurant invented tiramisu. So, how is it that Campeol is the 'fath… https://t.co/ec1JFNRnfT

via Hootsuite Inc.
Tue, 19 Oct @ 05:38 am

The beauty of nature's colors sometimes just takes the breath away. Taken during a late afternoon walk in the neigh… https://t.co/5eRGMqaoZ4

via Instagram
Wed, 22 Sep @ 09:31 pm

Racism pure and simple. Usual British behavior. "Covishield: UK recognises Covid jab after India outcry" @PMO_NaMohttps://t.co/jaNvVSVUqm

via Hootsuite Inc.
Fri, 10 Sep @ 04:14 pm

Will someone explain what Virat and team's fear is? I'm baffled. The infection is in the India team. Playing isn't… https://t.co/3JjAHLt2e4

via Hootsuite Inc.
Tue, 31 Aug @ 05:57 pm

REPUBLICAN = F#@K&$G M*R*$. That is the new status. "G.O.P. Governors Fight Mandates as the Party’s Covid Politics… https://t.co/aCHtsMa7Q1

via Hootsuite Inc.

  Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava