Dissertation Thesis: Marketing Dissertation

Executive Summary

The following marketing plan forms the basis for the introduction of select products produced by Ukrainian alcohol producer Aleph Vinal into the international marketplace. The analysis serves as a guideline that will help to select the best strategies in product selection, pricing strategies, placement, and promotional tools. The proposal will ensure that products chosen are marketed according to the needs of the target market and will therefore show investors the company?s ability to serve range of targets. The marketing strategies will enable to reach foreign markets of considerable size and utilize Ukrainian diaspora communities in order to maximize the potential of foreign direct investment. Success will be measured by substantial procurement of market share in several markets, with market penetration being the primary goal.

I. Marketing Research and Analysis

1. Company Analysis

1.1. Company profile

The company is named Alef Vinal. It is a relatively young company, founded in 1999. Its specialization includes the production, bottling and sales of alcoholic beverages including wine, cognac, and vodka. Its physical assets include:

• ?Starokrymskiy? wine-making factory
• ?Burlyuk? wine-making factory
• ?Atlantis? wine making plant
• ?Bahevoro? Crimean vintage cognacs plant

Alef Vinal has four factories / plants where the company produces its alcoholic beverage products. It also owns a bottling plant. In aggregate, these enterprises hold thousands of hectares of vineyards, employ over 2000 workers, and harvest about 14, 000 tons of grapes per year. The ?Atlantis? bottling plant can store up to 6 million liters in tanks and 330 thousand liters in cold store, while labeling, filling, and washing bottles. This plethora of resources gives the company the possibility of expanding into larger markets.

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Since 2001, the company has won multiple awards at food and drink exhibitions and competitions in Sofia, Bulgaria, Moscow, Russia, and in major cities of Ukraine. (Note: These achievements can be used as a tool around which to base an individualistic campaign in Western countries.) As an entity, Alef Vinal benefits from Ukraine?s rich natural resources and cheap but skilled labor force (Kekic, and Sauvant).

1.2. Product Line

The product line by Alef Vinal offers a variety of different flavors of each type of alcoholic beverage. Each product line has its own branding practices, including their own website. The following descriptions will merely provide an overview of each type of product in order to obtain a solid foundation of understanding of the company?s marketing needs and opportunities.

1.2.1. Golden Amphora

The Golden Amphora trademark consists of Golden Amphora wines, Golden Amphora Grapes wines, Golden St Crimea wines, Sonata wines, champagne wines and a specialty line of kosher wines, which applies to a niche market.

1.2.2. Klinkov Cognacs

one of the higher end products offered by this company, Klinkov maintains rich brand recognition and is known for its high standards in production and exclusive tastes. The product line includes Klinkov V.S, Klinkov V.S.O.P, and Klinkov X.O, which vary by years aged, ranging from 5 to 10 years. (This product is suitable for the tertiary target market, segment B.)

1.2.3. Jan-Jak Brandy

These aged brandies come in different sizes and types. The product line includes Jan-Jak, Jan-Jak Klassik, and Jan-Jak Reserve. Specialty brands include Jan-Jak Paris and Jan-Jak Eifel Tower, a gift cognac sold in an Eifel Tower shaped bottle.

1.2.4. Helsinki Vodka

This vodka is a product of negotiations between Ukranian and Finnish businessmen, helping to incorporate Finnish traditions with all the technological advances in production provided by Alef Vinal. This product line consists of variations including brand names Ultramarin, Silver, and Ice Palace.

1.2.5. Ukrainka Vodka

An extensive line of specialty vodkas is perfect for the nationalistic personality of all Ukrainians. This vodka comes in many different flavors including Mountain Honey, Wheat, Hazel Nut, Platinum, Peppered, and Traditional. (This product is suitable for both primary and secondary target markets.)

1.3. Current Marketing and Sales Strategies

The marketing department at Alef Vinal consists of 15 employees and is divided into department of strategies and innovation, direct-marketing, and ?trademarks promotion. The sales department consists of 450 employees, which supports the company at many levels, including retail, for which training seminars are provided. The parent company has official websites for each of their products. The staff in charge of marketing is outnumbered by the staff in charge of production by about a 3:1 ratio. In order to internationalize the retailing of Alef Vinal?s products, the staff in the Marketing and Sales departments will be given added responsibilities, and will most likely require additional help from either internal or external sources, such as local representatives for foreign markets.

2. Industry Analysis

2.1. Consumption

The World Health Organization estimates that there are around 2 billion individuals in the world consuming alcoholic beverages. The industry is under constant scrutiny and marketing practices are faced with many restrictions and regulations, usually enforced by the state in which the products are being sold ("World Health Organization").

In regards to alcohol industry, there are many cultural differences that must be taken into account in the consumption of alcohol in an international market. For example, The English people are known to be goal oriented. Therefore, the act of drinking alcohol is also carried out with a goal: to get drunk. Meanwhile, French and Italian drinkers usually drink during participation in broader social rituals. The concept of a night of binge drinking applied to the English group while the idea of drinking during meals such as lunch and dinner is more suited to people living in France and Italy (Lansdell).

2.2. Competition

The level of competition in the alcoholic beverage industry is immense. There is competition between brands and there is competition between types of beverages. Considering the vast variety of products offered by Alef Vinal, which includes wine and spirits, the competition analysis should focus on wine and spirit producers only, as ready to drink beverages and beer offer product benefits to a different target group. The International Wine and Spirits Competition lists over 80 countries from which it has received entries in the past. In 2008 and 2009, over 30 countries won awards in the category of wines, with Ukraine receiving none (source). This indicates that there is room for improvement of the international recognition and image of Ukraine as a top wine and spirit producer.

2.3. Barriers and Limitations

2.3.1. Internationalization Standards

An international marketing plan differs from a local marketing plan in many ways. Amongst these ways is increased paperwork and documentation and additional payments for currency exchange and international transactions. Other factors that must be considered include variation in norms in regards to practices, partnerships and protection. Different cultural, social and business standards must be considered when making strategic alliances for the development of a product?s market share.

2.3.2. Monopolies and Restrictions

Some countries hold state monopolies and licensing systems on on-premise and off-premise retail sale of alcohol (?World Health Organization?). Some countries hold these restrictions on all alcoholic beverages while other restrictions are beverage-specific. In Bosnia and Herzegovina, Cambodia, Canada, French Polynesia, Iceland, Malawi, Mauritius, Mongolia, and Sweden, all alcoholic beverages are sold under a state monopoly. In other countries such as Columbia and Turkey, the sale of spirits is restricted, as well as in Finland, Kyrgyzstan and Norway (?World Health Organization?, 17).? Other countries have less strict policies on alcohol consumption due to more strict policies being included in the general policies on sales and production of food and beverage. The following is a more detailed breakdown of relevant barriers, restrictions and limitations. (Note: The countries chosen for analysis have been chosen due to the market potential of these countries.)

2.3.3. Production, Sales, Advertising and Promotion

This section focuses on barriers associated with the delivery of brand messages and products in a few potential markets in selected countries. The data can be analyzed by country or by regulation type. For readability purposes, data is presented in both forms, depending on the country. All data is extracted from the 2004 ?Alcohol Policy Report? produced by the World Health Organization.

Luxembourg: Luxembourg does not hold state control on the sales or production of wine. However, it does hold a monopoly on the sales of spirits. In fact, there is relatively small amount of restrictions on other alcohol related activities such as advertisement and sponsorship of sporting events. The age limit for purchase of alcohol is 16.

Ireland: Ireland does not hold a state monopoly on the production or sales of wine or spirits. Restrictions on advertising through all types of media are voluntary or non-existent. The age limit for purchase of alcohol is 18.

Hungary: Hungary does not hold a state monopoly on the production or sales of wine or spirits. Restrictions on sponsorship of sporting events are partial. National television advertisement for wine and national radio advertisement for spirits is banned.

Russian Federation: In Russia, there is a complete ban on advertisement of wine and spirits through television and radio, a partial ban on billboards, as well as a partial ban on spirits advertising through print media.

Sales and Production: Other countries without a monopoly on the sales or production of wine and spirits include Moldova, Czech Republic, France, Germany, Australia, and Italy.

Advertisement: Some countries without high levels of restriction on advertisement of alcoholic beverages include Moldova, Czech Republic, Germany, and Australia. For these countries, Alef Vinal can market any of their products using advertising through TV, radio and print mediums. France allows billboard advertisement, but has a complete ban on television advertisement and a partial ban on radio and print media advertisement. Denmark has a ban on advertising wine and spirits through national television and national radio mediums.? Italy has a partial ban on television, radio, print, and billboard advertisement.

Sponsorship: Countries without restriction of sporting/ youth events include Moldova, Czech Republic, Germany, Denmark, Australia, and Italy. France has a complete ban on youth event sponsorship, and a partial ban on sporting event sponsorship. This shows that in most cases, sponsorship is a valid means of promoting products internationally.

3. Company SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats)?

Strengths

• Cheap labor and production
• Extensive line of high quality products
• Capability to produce in high quantities due to rich natural resources
• Large Ukrainian Diaspora communities around the world
• Former soviet country, general public?s association with alcohol

Weaknesses

• Difficulties attracting investors due to Ukrainian policies
• High taxes and tax barriers
• Language barrier with current staff and sales team
• Brand awareness in European market

Opportunities

• Penetrate into great and large markets
• Establish prime market position
• Attract Ukrainian?s living outside of Ukraine
• Attempt varying marketing strategies using various products

Threats

• Policies, regulations and reforms may block progress
• Inability to reach trade agreements with EU member states
• Very competitive market
• Production may not suffice international demands

II. Marketing Strategy

4. Target Market

Because this marketing plan is one of great intricacies, the target market is broken down into three segments: primary, secondary and tertiary, which is a coupling of two niche markets (one business-oriented) that will be used for specific marketing purposes.

4.1. Primary Target

Ukrainian Diaspora Community: This includes people who were born in Ukraine as well as those who identify themselves as having a Ukrainian heritage, but are currently living elsewhere. The target demographics consist of males and females of legal drinking age. The entire Ukrainian Diaspora consists of over 10 million people, but not all 10 million will be targeted. Marketing campaigns for this target group should create feelings of nostalgia and pride for their country. These people will serve as ambassadors to the brand. This target group will be a perfect fit for the ?Ukrainka? line of products, as these products are associated with a strong sense of nationalism. Other lines of products also fit into this category. Rationale for this target group selection will be explained in further sections. (See: Brand Ambassadors and the Ukrainian Diaspora Community, Foreign Direct Investment)

4.2. Secondary Target

In the long term, establishing a European presence is a necessity for a company that is so young yet growing so fast. This target group represents males and females, those of legal drinking age in the top alcohol consuming countries. This target is arguably more important than the primary target but market penetration of this segment cannot be properly achieved without the first segment. Tertiary Target ? This target can be segmented into two groups, one of which will be utilized as a test market, while the other will be used for investment purposes.

4.3.1. Segment A (Niche Targeting)

The first segment will consist of people of Jewish descent who currently live in one of the following four countries; France, Germany, Russia, and Australia.? A test market of a population of 1 million, with an estimate of 3,000,000 alcohol consumers will provide an inexpensive international barrier busting justification. More detailed rationale is explained further in the marketing plan.

4.3.2. Segment B (B2B Marketing)

The second segment of the tertiary target group is closely related to the primary target. However, it is more of a niche market of investors, which necessitates implementation of B2B principles. This segment consists of established professionals with high annual incomes as well as a portfolio of monetary assets, with a minor emphasis on those who identify themselves as Ukrainian by birth or by heritage.

5. Marketing Objectives

The objectives of this plan can be broken down into 3 criteria:

• To clearly define the market opportunities by country-specific breakdown, while considering legal and economic restrictions
• To emphasize the strengths and opportunities provided by the product line available via Alef Vinal, determine which strengths can be maximized by which market
• To implement effective marketing ideas and penetrate selected markets with corresponding products, leverage each product in order to introduce others

6. Market Opportunities
In an article included in the series of articles providing Top 10 lists, travel specialist Geoffrey Lansdell uses alcohol consumption in liters per capita per year to provide a list called ?Top 10: Drinking Countries?. The following names appear on the list, in corresponding order: France, Italy, Czech Republic, Germany, Denmark, Australia, Russia, England, Finland, and the number one spot is occupied by Ireland. The opinion of Mr. Lansdell is clearly arguable but it also provides some insights as to who is drinking and what is their preferred drink of choice (Lansdell). In 2006, the Organization for Economic Co-operation and Development provided a data set, which measured consumption of liters of alcohol per year per person per country. Luxembourg ranked first, leading France, Ireland, Hungary, and Czech Republic (Malone and Riper). The ranking provides similar results as a statistic that can be found in the Economist, and was provided by the World Health Organization. The same type of data set provided the 2007 ranking of the top 5 countries is as follows: (5) Czech Republic, (4) Moldova, (3) Hungary, (2) Ireland and (1) Luxembourg. Countries such as Germany, Britain, Russia, Denmark, Spain, France, Australia, United States, and Italy round up the top 50 (?Economist?, 2007)

6.1. Analysis

It is evident that Europeans are relatively heavy alcohol drinkers compared to the rest of the world. Luxembourg is the leading alcohol consuming country, due to low alcohol taxes and high involvement of alcohol in tourism. Establishing a market presence in most of these countries would involve trade barriers due to European Union law. However, because of the uniqueness of the product, especially due to the aforementioned factors, acquiring permission to export to these countries can be extremely beneficial to both parties. For the purposes of this marketing plan, we will analyze the market opportunities of selected countries from this list, with an emphasis on the European countries that have a larger Ukrainian Diaspora community. Applying this data to the secondary target group indicates that communities in Luxembourg, Ireland, Hungary, Moldova, Czech Republic, Russia, Germany, Britain, France, Denmark and Australia should be targeted.

6.2. Further considerations: Western vs. Eastern Acceptance of Advertising

It is important to consider the culture of the country in which one is marketing a product. Advertising, an important part of marketing must be executed to include the norms and values of the people of a specified country or region. In Western countries, like the USA, collectivistic advertisement was found to be not as effective as individualistic advertisement. However, in countries like China and Japan, experiments show, that the public receives both individualistic and collectivistic advertisement equally well (Diehl, 130).

6.3. Brand Ambassadors and the Ukrainian Diaspora Community

The Ukrainian diaspora community can serve as community brand ambassadors for Alef Vinal. People who have moved from Ukraine may find nostalgic value in a Ukrainian product, hopefully causing a spillover effect into the rest of the country?s, region?s, or city?s communities and general public.

In total, about 10 million people living around the world have a Ukrainian birth or origin. By far, the largest diaspora of Ukrainian people is in Russia, with some sources quoted over 4,000,000 people representing the country. Among the countries that lead the world in alcohol consumption, other significant diaspora communities include that of Moldova (600-650,000), Greece (350-360, 000) , Italy (320-250,000), Kyrgyzstan (108, 000), Slovakia (40-100, 000) Australia (35,000), France (35, 000) , and Germany (22, 000). Hungary has a community of 3,000 (Butsenko). Other communities where there is a lot of Ukrainians include Kazakhstan, USA, Canada, Brazil, Poland, Greece, Belarus, and Argentina. If these markets were targeted, there should be different considerations, seeing as the people in these countries are not as avid drinkers as the one?s formerly mentioned. For this alternative, further research regarding sales and production, advertising, and sponsorship regulations must be conducted. A proper application of this marketing concept can lead to a great deal of foreign direct investment for Alef Vinal. Applying this data to the primary target indicates that Russia, Moldova, Greece, Kyrgyzstan, Slovakia, Australia, France, and Germany should be targeted.

6.4. Foreign Direct Investments

The line of products and trademark brands of Alef Vinal is a perfect vehicle to attract foreign direct investment in Ukraine. For example, ?Ukrainka? vodka has been branded in the Ukraine as nationalistic, Ukrainian vodka for Ukrainians. The founder of the company, Anatolii Kogan can be quoted saying the ?Ukrainka? vodka is ?for those who love their country?. The confidence that the ownership has in its products? relationship with Ukrainians provides a solid foundation for the possibilities of foreign direct investment. In a report entitled ?World investment prospects to 2011?, produced by the Economist Intelligence Unit, Ukraine is classified as an emerging market (Kekic, and Sauvant).

Foreign direct investment inflows in Ukraine for 2011 are expected to reach higher than anytime in the last 5 years, totaling 5.3 billion USD (Kekic, and Sauvant, 175) Major contributors to current inflows of FDI include Germany, Russia, Austria, and Netherlands. However, the fact that a country is not on this list does not necessarily mean that there is no possibility for increasing foreign investment. In fact, the sectors attracting FDI the most are those in which the government interferes less, such as the agriculture-processing industry where much progress on privatization through regulatory, administrative and fiscal reform has taken place. With that said, limitations and barriers must be considered in this regard as well. The political environment, policies towards private enterprise and competition, and tax structure are major deterrents to investors looking to invest in Ukraine. Ukraine offers weak incentives and unfriendly investor-friendly policies, including an excessive tax burden (Kekic, and Sauvant, 177).

7. Strategy Implementation

7.1. Use of Online Communications

Web localization is an important practice that will play a vital role in the internationalization of any good or service. Once the options are laid out and specific markets are chosen for the first wave of internationalization, online communications to all new stakeholders must be available and ready to go. This includes localization and translation of the product?s corresponding website. Considering the current online communications breakdown of parent company Alef Vinal, this process should not encounter too many obstacles, providing that there is sufficient capital and human resources to carry out the task. Appropriate management of online communication channels allows for customizability of campaigns, as necessary per market and/or country or region. Online communications can be used to inform primary and secondary targets about retailors, as well as investors about distributors. For those countries where sales restrictions are scarce, online portals can be used as part of the sales distribution plan.

7.2. Current Market Practices

Marketing tactics have enabled alcohol brands to become a major part of entertainment, sporting, and cultural ambience, which is made evident by many examples, such as the promotion of musical acts at Molson Beer concerts in Toronto, Canada (Casswell, 471). Sponsorship of concerts and sporting events are a prevalent tactic through which brands have been able to gain recognition. Other tactics commonly used include viral marketing (Smirnoff?s Half Day Off campaign), which utilized giveaways, bar events, and text messaging to build buzz.

It is important to understand the variances in the target market?s goals that which are associated with alcohol use. It must be considered that ready to drink alcoholic beverages are often targeted to young consumers who?s goal is to reach intoxication as opposed to more sophisticated wine and spirit drinkers (who would benefit from the Golden Amphora and Klinkov trademarks) (Casswell, 472). Nevertheless, there is still the option of targeting younger audiences as well, in order to build a long-lasting impression for future growth. Young audiences are often targeted through special promotions, low price specials, and advertising at drinking establishments, especially in and around college campus communities. The message indicating the type of product benefit being sent, whether it is social success or self-confidence, is just as important as the medium through which the message is sent. ???

7.3. Choosing Priority Markets

Penetration into the international market can be easily justified by a statistical analysis of a few data sets. The ability to cross reference three market factors can dilute the size of the markets and paint a picture of the best market opportunities for Alef Vinal. These factors include the market opportunities in countries that present themselves in the list of leading alcohol consumers, the countries that account for a large portion of the Ukrainian diaspora, and the countries with high foreign direct investment outflows. In this case, the criteria insinuating the term high foreign direct investment outflows is provided by 2008 data and is relative to inflows, which are lower than outflows. These countries include France, Germany, Britain, Luxembourg, Denmark and Australia. Other notable countries with high foreign direct investment outflows include Japan and Canada (?Economist?). In simple terms, there are a lot of alcohol users in these places, there is also a large number of Ukrainians in this country, and among these alcohol users and Ukrainian diaspora members, there is also a lot of people sending money to Ukraine as an investment.

• Cross-referencing primary and secondary target group data indicates the following: If the theory that targeting Ukrainians living in countries where a lot of alcohol is consumed proves to be legitimate, cross referencing this data indicates that marketing efforts targeted towards Moldova, Russia, France, Germany would have the most positive effects and should coincide with the greatest market share gained.
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• Cross-referencing primary and tertiary target group (Segment B) data indicates the following: If the theory that Ukrainians living away from Ukraine who are in a position of considerable wealth are more likely to produce foreign direct investments into a home-grown product, then the most success will come from Russia and Germany.

7.4. Niche Marketing

While there is a lot of potential to gain substantial market share of the general publics of the selected countries, it is financially crucial that a company takes small progressive steps in doing so. This ensures that there is enough cash flow coming in to finance operations. The uniqueness of Alef Vinal offers multiple opportunities that allow implementation of a niche marketing strategy as a spark plug to further market penetration. The company?s kosher wine trademark consists of four beverages including Agada, Cabernet, Karem and Saperavi. The production of kosher wine follows strict procedures that must be observed carefully, giving the product a USP, often coupled with higher prices. Since labor is cheaper in Ukraine, the company can explore the marketing opportunities of this wine in some of the aforementioned countries. Kosher beverages are targeted to Jewish people, who ritually drink wine every Friday and Saturday as part of a religious tradition. As of 2006 there were only 70,000 Jewish people living in Ukraine and Alef Vinal has maintained production for local distribution. Out of the aforementioned countries, there are four countries that have a larger population of Jews than Ukraine: France, Russia, Germany and Australia combine for a population close to 1 million people (American Jewish Yearbook, 2006). This can provide an excellent test market for some internationalization tactics of this company. Although marketing tactics and channels may be different from other target markets, many restrictions and regulations will be tackled, which will provide breathing room and the ability to concentrate on further marketing tasks.

7.4.1. Price Strategy and Sales Distribution

Since this market would be the test-market it is important to identify the pricing strategy and the sales distribution plan for this market. As a producer of kosher wine, Alef Vinal incurs fewer costs than wine thanks to Ukraine?s low wages, relative to the markets of sale. This allows the company to use penetration pricing (low pricing) in order to attain significant market share. For example, a dominant brand of kosher wine in Germany is Kinneret, which sells its products for $11-15 USD. To compete, Alef Vinal could charge downwards of $10 USD. Distribution of this product should be done through small specialty shops in each community, of which there are plenty. Online communications such as email can be used to establish networking opportunities through synagogues, chief rabbis, and Jewish organization representatives. Sales representatives can also attempt to make leads via telephone, should they be able to speak the required languages. Although this model would not be entirely applicable to the proceeding marketing efforts, the penetration of these markets can provide a solid foundation for future efforts.

7.5. Overview of Pricing Strategy

Considering the wide variety of products to market, there is a lot of flexibility in regards to pricing. The general principle of market penetration indicates that a lower price rather instead of a higher price point should be utilized. In terms of alcohol, which is a highly elastic product, this principle applies with even greater conviction. Furthermore, the costs of production, although not necessarily utilizing the economies of scale concept as some other companies, is relatively low in Ukraine. All of this information points to a low pricing strategy.

Alternatives: Ukrainian brand beverages do not have such great competition and market presence. This renders the product unique in the international sphere. Should the initial product launches be successful, it is possible that launching a higher end product at a high price point could result in a successful campaign as well.

Recommend Pricing Strategies for highlighted product lines:

• Low Price Strategy: Ukrainka Vodka (Primary and Secondary Target Market)
• Low Price Strategy: Golden Amphora Kosher Wines
• Medium-High Price Strategy: Klinkov Cognacs
• Undetermined: Others???

7.6. Sample of an Advertising and Promotions Plan

Once the exploration of current market practices such as event and sponsorship has been conducted, online communication strategies such as web localization have been realized, and priority markets have been chosen, the information obtained from the World Health Organization in regards to advertising and sales promotion can be utilized to explore more traditional mediums of advertisement and promotions such as television, radio, and print. The rationale for this particular order indicates that event and sports sponsorship are the fastest way to build brand awareness but they are also the most costly. Web localization offers a perfect compliment to this as a low-cost brand builder. Note: All licenses must be acquired beforehand.?

Traditional Media: Television, print and radio advertisement are all effective forms of communication for both wine and spirits. As the development of advertising campaigns depends on the product launch sequence, we will analyze three products, referring to them as product A, B, and C.

A. Golden Amphora Kosher Wines

(Tertiary Target Market, Segment A)

Recommended Product Launch Locations: Russia, Germany

Advertising/ Promotional Restrictions Indicate:

Russia?s strict regulations enforce a ban on almost all traditional media, however there is no ban on advertising wine through print media or on private event sponsorship. Considering the information provided on product and the target market in the ?Niche Marketing? section of this paper, this allows just enough wiggle room for a solid campaign through specialty news publications and Jewish event sponsorship such as holiday celebrations, where the wine will be prominently featured. In Germany, there are little laws banning forms of traditional advertisement. Nevertheless, to keep a uniform, organized, and cost-efficient campaign, the same methods should be used.

B. Ukrainka Vodka

(Primary and Secondary Target)

Recommended Product Launch Locations: Moldova, Russia, France, and Germany

Advertising/ Promotional Restrictions Indicate:

Moldova and Germany allow for much freedom in sports and youth event sponsorship. France however, is much more strict than those two countries, allowing only partial sponsorship at sporting events and Russia disallows any promotion of the sort. The recommended strategy would advise to take advantage of the rules in Moldova and Germany by sponsoring concerts and sporting events, as well as conducting some detailed research as to what is allowed in France, and executing that as well. Seeing as Russia and Ukraine have a long history of relationships and the Ukrainian diaspora community is rather large there, the use of print media and billboards, as well as online communications and word of mouth should be effective enough to spread the good word about the arrival of Ukrainka vodka.

C. Klinkov Cognacs

(Tertiary Target, Segment B)

Recommended Product Launch Location: Luxembourg

Advertising/ Promotional Restrictions Indicate:

Acquiring sales channels may be the most difficult task here, but it can be exponentially beneficial. Luxembourg is home to a lot of tourism and alcohol related activities involving tourism. A high quality of life indicates high income among citizens and tourists. This could be a great place to snatch up investors through event sponsorship at bars, clubs, and other special events. Klinkov Cognacs are aged up to ten years, which provides satisfaction for attainment of prestige when drinking. Luxembourg offers Alef Vinal freedom in advertising and promotional activities. By the time of this product?s launch and promotional strategies come to fruition, more information will be available which will give insights on further marketing needs and fulfilling these needs through news-worthy promotions.

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