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2018 SILVER BEVERAGES - ALCOHOL RUSSIA
Innovator for traditionalists
RAN IN: Russia
Audience: We were targeting the same audience described above, due Zhigulevskoe category was almost quarter of the market in volume. The brand Zhigulevskoe was already a primary choice in the repertoire of target audience.
Objectives: Business Objectives: a) Build distinctive and stand-out Zhigulevskoe with protectable copyrights potential (at least in design): b) Develop solution with potential to be reapplied in other regions of Russia. c) Contribute to growth of volume produced by Amur brewery KPIs: a) Reach Numeric Distribution 50% by March 2017 (Nielsen). b) Reach 2% vol. share with Zhigulevskoe HEINEKEN by Dec. 2017 (Nielsen) from 0,1% in Nov. 2016 (Nielsen). c) Reach third or higher result in Share in Shop Selling among Zhigulevskoe category by Dec. 2017 (Nielsen).
Language: English, Russian