Issue 3, 2004

Gladkikh I. V., Starov S. A. «Diplomat» Expansion in High End Vodka Market

This case represents teaching materials for conducting lectures and seminars in marketing courses «Marketing» and «Brand Management» and is very useful for developing student’s skills in product and brand strategy development. The study of this case enables the students to apply in practice different models and variables in selecting attractive market segments and effective product positioning. The case has the real background: the company LIVIZ — the biggest vodka manufacturer in Saint-Petersburg — has a challenge to undertake effective branding actions to strengthen competitive positions in high end (premium) vodka market.

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