X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

  • Slide 0
  • Slide 1
  • Thumb 0
  • Thumb 1

Zhigulevskoe 1978
Innovator for traditionalists

RAN IN: Russia

CASE VIDEO


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).

Type: B2C

Language: English, Russian