Презентация водки белый орёл англ

1. Return of the legend!

2. About the brand
-1-
Trademark«BelyiOryol»is legendaryvodkawhichwasmadesince1990.
This product has the traditional taste caused by a compounding by a principle – only
thebestalcoholluxuryandthepurestwater.
Vodka «White Eagle» in Russia of the 90th years was the most popular strong
alcoholic drink that confirms the general circulation of release for all the time of sales of
60milliondal.
The history of trademark began in 1994 when experts created the unique production
technologythatprovidedextraordinarysoftnessofvodka.
Vodka «White eagle» is positioned in a segment "subbonus" and is one of the all-
federal Russian brands holding strong positions for loyalty of consumers throughout 10
years.

3. The history of trademark
-2-
In 1994 the first production of vodka «White Eagle» which was accompanied by the aggressive federal
advertizing company directed on direct consumers of vodka was started. Thanks to that, vodka «White
eagle» till today remains popular vodka brand among million inhabitants of Russia, because in the nineties
the Russian law on advertizing didn't forbid to advertize hard alcoholic beverages in mass media (TV
advertizing,radioadvertizing).
The combination «Vodka the White Eagle» took roots in consciousness of consumers that guarantees
recognitionofaproductandassociateswithhighqualityandreasonablepriceofvodka.
In some months from the moment of the beginning sales of vodka «White Eagle», it became the most
sold,popularandrecognizablevodkabrandinRussia,becauseoftheactiveadvertizingcompany.
The vodka trademark by right became all Russia most recognizable and
sold in the territory, because TV commercial of vodka «White Eagle» was
developed by the media holding of Premier SV largest at that time and was
broadcastonfederalcentralTVchannelseach30minutesfor5years.
In 2010 trademark rebranding «the White Eagle» then it found a
new look was carried out. A stylish and strict bottle in a form with the relief
image of an eagle in the flight, a new label in black – gold scale which got
anelitecolorinblack-goldscale.Invariabletherewasonlyatasteofvodka,
andalsorecognitionbymeansoftheimageofaneagleremained.
1994
5000000 dal
1995
6000000 dal
1996
8000000 da.

4. -3-
Trademark «White Eagle» is the registered trademark, the certificate No. 357740
fromAugust19,2008.TheownerisJSCBelyOryol.
Intellectual property

5. -4-
The new design is developed by the design company
STUDION in 2010. The new form of a bottle with the relief
image of an eagle was offered. The label is completely
updated, has an original form. Color scale: black – gold for
oneruleralsoitiswhite–silveryforanother.
The firm disperser with trademark «White Eagle» is
developed.
The transport box on which lateral surface the TM logo
«Whiteeagle»isrepresentediscreated.
At the JSC Velikodvorsky stekolny zavod enterprise
compressionmoldsaredesignedandmadeon:
0.25,0.5,1liter.
Design

6. -5-
Feature of design
The inscription
«A white eagle»
is put on disperser
of each battle
The relief image of an eagle
in flight is located On the obverse
surface of a bottle
Trademark production «White eagle» is presented in original packing with
exclusiveaformofset.
The inscription a white eagle
is put on a back surface
When opening a bottle
integrity of a disperser
is broken, illegal
repeated pouring
of production thus
is prevented

7. -6-
Compounding
Thepublicscientificinstitute«All-Russiaresearchinstituteoffoodbiotechnologyof
theRussianacademyofagriculturalsciences»developedavodkacompoundingon
ontwotypesofaproduct–«WhiteEagleGOLD»and«WhiteEagleSILVER».
«White Eagle of Gold» it consists from water drinking corrected, alcohol ethyl
"Luxury" from food raw materials, the sugar syrup, infusion spirit wheat, glucose,
infusionthespirit lindenflower.
The composition of vodka «White Eagle SILVER» includes water drinking
corrected alcohol ethyl «Luxury» from food raw materials, a sugar syrup, sodium
two-carbonic(sodafood),acidaceticfood,juniperextract«Relict».

8. -7-
?ThelineofTM«WhiteEagle»ispresentedbytwopopulartastes:
«White Eagle Gold»
possesses pleasant aroma and classical vodka taste
«White Eagle Silver»
is a sample of classical vodka with the unique additives what gives to
vodka original relish
There are three capacities 0,25 l, 0,5 l, and 1 l. It is convenient for
buyers because they have an opportunity to choose optimum capacity for
aconcretecase.Theycantake0,25l ifitwouldbedesirabletotalk"heart-
to-heart"totheclosefriend,andtimejustbarelyenough.0,5l–itisidealto
sit three together with companions and to discuss vital subjects. 1,0 l –
optimum capacity for a cheerful friendly sit-round gathering and
celebrations.
«WhiteEagleGold»0.25ë «WhiteEagleSilver» 0.25ë
«WhiteEagleGold»0.5ë «WhiteEagleSilver»0.5ë
«WhiteEagleGold»1.0ë «WhiteEagleSilver»1,0ë
The Range

9. -8-
Market and competition
Volumeoftherussianproductionofvodka willincreasesfor12,2%in2011.
Requirements of the market of vodka are almost completely provided with domestic
producers,because vodka is traditional russian drink. Market segmentation to tastes of vodka
revealed that classical vodka is most demanded by 75 % of consumers while an import is
completely presented by flavoring vodka. Among a large number of versions of flavoring
vodkaofthemostpopulariscedar.Thevolumeofitsconsumptionmakes6,4%.
Rise in prices for vodka is in the nearest future predicted and it will lead to increase in
consumptioninasrednetsenovysegment(150-250rub).
Since 2007 in the market it is not noted a gain. The market went to growth and only in 2009,
theincreaseinproductionconsiderablygrew:growthratesin2009for14%arehigher,thanin
2008.
In 2010 the volume of the Russian production of vodka made 130,8 million gave. Following
the results of January-September, 2011 this indicator increased by 12,2 % from what follows
thattheincreaseinvolumeofproductionofvodkaintheRussianmarketisexpected.

10. -9-
Market and competition
In May, 2012 the marketing agency ZOOM MARKET carried market research
among consumers of vodka in Moscow (men from 27 to 60 years using vodka) out .
Duringresearch4000respondentsofvarioussocialgroupswereinterrogated.
Research showed that today vodka «White eagle» still enters in top-5 the most
famous vodka brands of Russia. Poll showed that the majority of respondents (44 %) well
remember the television commercial of vodka «White eagle». The majority of
respondents are ready to buy vodka «White eagle» at the price from 200 to 260
rubles.
In Russian's territory the majority of men take hard alcoholic beverages (vodka). By
results of carried-out poll it became clear that the main criteria of influencing purchase
that or other brand of vodka are: popularity of a trademark (42 %), price (30 %) and
quality(22%).

11. -10-
Market and competition
At carrying out polls, to respondents suggested to choose from several vodka
brands the most famous and popular brands of vodka. There were brands such as
Parliament, Stolichnaya, Pyat ozyor, Zelyonaya marka, Medal, Eastok, Baikal,
Juravli,Myagkov,Putinka,StarayaMoskva,Whiteeagle.
By results of poll vodka «White eagle» entered in top-10 the most popular
vodka brands. Thus research confirmed that demand for vodka «White eagle»
willgrowattheexpenseofrecognitionofbrand.
Consumers prefer to buy vodka of known trademarks including vodka «White
Eagle».
The carried-out market research in the consumer market of vodka gave a clear
understandingaboutashareofthemarketofeachproducerofvodka.

12. -11-
Market and competition
Resultsofashareofthemarket:
Vodka«Parliament»occupies10%ofthemarket
Vodka«Putinka»occupies9%ofthemarket
Vodka«Stolichnaya»occupies8%ofthemarket
Vodka«ZelyonayaMarka»occupies8%ofthemarket
Vodka«Eastok»occupies7%ofthemarket
Vodka«PyatOzer»occupies7%ofthemarket
Vodka«Medal»occupies7%ofthemarket
Vodka«StarayaMoskva»occupies7%ofthemarket
Vodka«Naberyozovihbrunkah»occupies7%ofthemarket
Vodka«Baikal»occupies6%ofthemarket
Vodka«Myagkov»occupies6%ofthemarket
Vodka«Whiteeagle»occupies11%ofthemarket
Vodka«Juravlioccupies4%ofthemarket
On forecasts of the representative marketing agency carrying out market research after
emergence of vodka «White eagle» on retail the share of the market of vodka will increase a
minimumto15%.

13. -12-
Advantage
Besides excellent taste, quality, history, the trademark «White eagle» possesses a
number of commercial advantages. The trademark «White eagle» got broad trading
support in all available communicative channels such as television, press, points of sale.
Researchesofbrandshowhighlevelofrecognitionofatrademark«Whiteeagle»:
1. Knowledge of brand remains ,because a trademark «White eagle» enter into 10 most
popular brands of vodka which is called by consumers, answering a question «What brands
ofvodkayouknow?»
2. Consumers highly appreciate advertizing efficiency a trademark «White eagle» that
proves to be true that remembers it nearly a quarter of target audience and óçíþò two from
threeremembered.
3.Consumptionof «WhiteEagle» isthestablyhigh.
From the moment of the beginning of production of vodka «White Eagle» since 1994 it
was in total sold not less than 60 000000 gave vodka that speaks about popularity of a
trademark.
Vodka «White Eagle» was on sale across all Russia in large and less large grocery shops,
the markets, cafe and restaurants. Both in the capital and in various regions of Russia was in
demand.

14. -13-
Price positioning
Pricesforbrandsofvodkaofcompetitors(0.5liters):
Vodka«Parliament»230rub.
Vodka«Putinka»180rub.
Vodka«Stolichnaya»150rub.
Vodka«ZelyonayaMarka»119rub.
Vodka«Eastok»145rub.
Vodka«PyatOzer»170rub.
Vodka«Medal»120rub.
Vodka«StarayaMoskva»170rub.
Vodka«Naberyozovihbrunkah»210rub.
Vodka«Baikal»230rub.
Vodka«Myagkov»210rub.
Vodka«Juravli»135rub.

15. -14-
Recommendations and forecast
Representatives of marketing agency ZOOM MARKET, after renewal of production of
vodkasuggesttoadheretotheproducerofthefollowingmarketingandadvertizingpolicy.
Marketingpolicy
To position a product as average on price category (200-270 rubles for a bottle). At
emergence of vodka on counters of shops to hold competition with a prize fund that will draw
attention of consumers. Also it is meaningful to create besides the Internet of representation of
a trademark vodka club «White eagle» in which it is possible to arrange a photo
competitions,drawsthatwilldrawattentionofconsumers.
Advertizingpolicy
To accompany a vodka exit a slogan «Vodka the White eagle - the Return of the legend».
Toplaceoutdooradvertizing.
Saleschannels
Obligatory presence of vodka at large network supermarkets such as: Auchan, Sedmoi
continent,Kopeika,Monetka,Pyaterochkaetc.