Russian Standard Vodka

Russian Standard vodka

Marketing project #1A

PART 1

Description of product

Russian Standard vodka was introduced in 1998 by the Russian Standard company ran by Rustam Tariko. And it is one of the top premium brands in the Russian market. The international expansion started once Russian market was launched successfully. By 2009 the brand was spread worldwide in more than 70 markets with selling a ridiculous amount of cases yearly.

Russian Standard is made according to Dmitri Mendeleev’s formula for vodka; a strict four-tier production protocol is devised, which includes mashing and fermenting, distillation and rectification, filtration and relaxation, and bottling and packaging, preparing the finest raw ingredients with the most exacting system. Winter grains are milled and fermented; the raw spirit is distilled, where they are blended with glacier waters. They choose the softest water naturally available. The product is then filtered through charcoal, and then after the final filtration, the spirits spend 48 hours in the relaxation tanks, and then are bottled and packaged. Russian Standard vodka is 40% proof. Russian Standards functional benefit emphasizes the purity of vodka, its neutral taste and superior aroma.

Standard vodka is a product that is offered to the market that might satisfy customers want or need. From a consumer stand point vodka could be considered a convenience product. Convenience product is defined in the book as a product that customers buy frequently, without much comparison and buying effort (principles of marketing pg. 226). Vodka could be easily found at different location and stores, and it is readily available whenever customers need or want it. Vodka drinkers usually know what they like from experiences, so they don’t spend a lot of time shopping around. Liquor stores are the biggest carriers of vodka, and they are located all over the place.

Vodka could also be considered a shopping product, especially for the...