Goal Worksheet Assessment for Russian standard vodka

Business Goals: (Fill in the blanks) Goals Primary Goal: Brand awareness and create strong brand identity Target audience Primary Audience: Secondary audience: Additiona l Goal: More information about Russian Standard Vodka products and cocktails. Position Russian Standard Vodka as a great source of knowledge about Vodka, and Russian Heritage. Primary Audience: Spirit drinkers, cocktail drinkers and Mixologists. Conversion Website page on Russian standard vodka products and cocktails. Electronic PR kit Register for latest information and offers Facebook, Twitter and YouTube videos To comment on the blog and participate in discussion forum

Journalists and magazine publishers Fans and followers of Russian Standard vodka

Additiona l Goal:

Primary Audience:

Online visitors, bloggers and web surfers

Connecting Goals! Use the following space to indicate any disconnects between your business goals and your sites current functions: 1. To place Russian Standard Vodka as a great source of knowledge in Vodka production & distillation we need bloggers, critics, and visitors to comment on the Corporate Blog page. 2. For Magazines and Journalists publishers we need separate loyalty free electronic PR kit 3. For Fans and Followers we can enhance our presence on Twitter page 4. For spirit drinkers, cocktail drinkers and Mixologists we need Registration and account sign in page.

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(Check all items below that exist on your website or are future goals for the site.) This is This is a Rating Features included on goal for (Excellent/ RSV the site in Good/Fair/ website now. the Poor) future.

Additional Comments

Excellent Goal for the future

Details about Russian Standard Vodka Features on the opening page

Goal for the future Goal for the future

Articles, White Papers & Education materials Visitors registration on the website

Goal for the future Excellent Goals for the future Goal for the future

Support for existing customers/clients A strong brand identity Current events, Information of future or upcoming events Digital assets for public view and downloading i.e. Media files (pictures, audio and video) Electronic press kit for downloading Site map and site search function Blog postings and reader comments Likes and Comments about the products (product reviews) Methods to promote the products and cocktails to friends and contacts

Good portrayal of Taste, Cultural Heritage and guarantee of quality. (F1) Rather than manually entering the country information can we use IP for detecting the geographic location? (Or) Using cookies to remember the DOB and Country information will avoid entering again for multiple visits (Only if visitors are not using a shared computer) Articles / white papers will educate the customers about the uniqueness of the Russian Standard Vodka. Users registration on the website will retain the visitors. Russian Standard Vodka can provide more & latest information about its products to registered users. Special text offers can be sent to mobile phones for visitors who wish to register on Standard Vodka website. Options for account creation and signing in. All marketing collaterals demonstrate excellent brand identity. Separate page can be included. Events can be categorized tailoring the key narrow audience specific to country and location. Royalty free clips, images and print ads will help in brand promotion.

Distribution of locked materials will prevent in any editing and protection of the brand. Creating buzz will enhance the traffic to the site. Site feeds: Bcz search engine uses site feeds to sit back and receive information. Feeds work well for regularly edited websites such as blogs and news. Comments and product review will help us to embrace a more contemporary digital-based campaign which is consumer rather than advertiser-driven. The return of the cocktail culture With consumers increasingly interested in cocktails, digital assets (cocktail images and web pages) with a site sharing options (Facebook and Twitter, Print, Email the link, Like, add comments etc.) will help us to promote the web page.

Goal for the future. Goal for the future Goal for the future Goal for the future

Goal for the future

Online sales

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Figure 1: What does premium mean for spirit brands:

Rank Premium attribute % who see it as a premium quality cue

1 2 3 4 5 6 7 8 9 10 11

It tastes better (filters and distilled) It has a rich heritage It is a guarantee of quality (brand acts as a quality) It is made from better quality ingredients Drinking it feels like I am treating myself It is more expensive The packaging is more attractive I like to be seen drinking it It has a higher alcohol content Not everyone drinks it You can only buy it in specific venues

88 58 55 51 49 44 42 31 30 25 16

Base: 1,293 spirits drinkers who rate at least one spirits brand as premium Source: GMI/Mintel Premium means different things for different categories

Derivative Point: More emphasize on cultural heritage, taste and packaging can be included in the StandardRussianvodka website.

Figure 2: Return of the Cocktail Culture:

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There is also an undeniably a large, mainstream, cross-gender and mostly latent-demand for drinking cocktails. For Ex, Mintels report (2009) claims that only a third 34% of alcohol drinkers currently drink cocktails but 37% claim that they would like to do so in the future. What type of alcohol would you use consider drinking in the future?

Derivative point: With consumers increasingly interested in cocktails and festive season coming why not feature vodka cocktails on the opening page of the website?

3. Types of Alcohol purchased online in the past 12 months, January 2010

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Base: 514 internet users aged 18+ who do online shopping

. Key Analysis: 1. Adults are highly influenced by consumer reviews which are posted online, meaning that rating and commenting on Russian Standard Vodka website can influence in promoting brands. (Ex: Ocado) 2. Online also has implications for new types of business models which can circumnavigate, the supermarkets and companies can retain more control over their brands. For Ex: Vodka Bar

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