Methods of adjusting an unsuccessful brand strategy on emerging market: Case of Roget&Gallet launch on St. Petersburg market

Abstract

The goal of the work is to develop a set of suggestions of how to adjust brand strategy fit on a new market where a product is going to be presented. The research was conducted with the example of the French perfume brand Roger&Gallet. Tasks of the research were to understand how brands go internationalized, why the first attempt to enter St. Petersburg market was unsusccessful; elaborate proposals to build the program of re-launching Roger&Gallet in Russian market. French and Russian customers’ surveys showed that not adopted brand strategy led towards negative business results in Saint-Petersburg. Results of the experts’ interviews demonstrated that the brand strategy should be adjusted in terms of distribution — focus has to be put not on pharmacies, but perfumeries as a sales channel. Communication has to be broadened and focused on introducing a new market segment (aromacology), rather than a single brand.