MANAGING DIRECTOR Marketing & Strategy
RUSSIAN STANDARD VODKA
Turn RUSSKI STANDARD, the leading luxury vodka in Moscow, into a Global and Profitable Brand internationally
- BRAND POSITIONING the luxury Russian Reference : " Vodka as it should be " to secure 20 % price premium vs leader
- GLOBAL " LUXURY BOTTLE " ADVERTISING ; to secure bottle and label recognition. Awareness up 15 %.
- DIGITAL MARKETING APPROACH boosting early adoption : + 300 k new consumers in shop in 6 months
- RETAIL PREMIUMIZATION : with Gold ( + 40% price premium ) and Imperia (+60% price premium vs leader )
- DISTRIBUTION OPTIMIZATION : assisted new distributors pitch in key markets to extend numerical distribution and reduce fees on NSI
- INVESTMENT PRIORITIZATION based on profitability, growth and marginal income.
Focus on new markets in America, Europe and Asia.
Distribution and marketing costs per bottle sold reduced by 30 %
Results : business up + 22 % outside Russia ( market + 3 % ) breaking even 2012.
Volumes : 2.9 Mio cases, ie 30 % of the Leading Premium Brand
N1 Premium Brand in the UK : Volume 400K cases