Case study "Reloading the Kalashnikov brand image, hit or miss "

P. 19–30.

Rebiazina V. A., Rozhkov A.

Регистрационный номер: 0002-1-1
Формат: компакт-кейс 
Предметные области: маркетинг, брендинг, стратегический менеджмент
Время действия: 2020
Дополнительные материалы: Руководство по использованию учебного кейса

Annotation. This case is about Kalashnikov Group, world famous firearms producer, the owner of the legendary AK-47 brand. Currently Kalashnikov Group is focused on developing the Kalashnikov Club to engage new B2C customers and redesign customer experience (CX) using modern CRM and CX systems. However, younger customers (mostly Gen Y and Gen Z) do not show much appreciation and loyalty towards the established brands. Kalashnikov has good positions in social media, but will it be enough to engage a younger audience? At the same time, it is still not clear how to effectively position the new Kalashnikov Club to the existing customers and to engage the younger audience.
The case can be used for undergraduate students majoring in marketing/marketing communication and postgraduate students taking Introduction to marketing course or marketing/branding electives. Introductory course can focus on the basic concepts of ‘target audience’ and ‘product – market’ match, while more advanced courses can explore brand management aspects and using the corporate brand for the new product launch and consumer engagement. 

Для ППС ВШЭ: Для доступа к полному тексту учебного кейса необходима авторизация через личную страницу преподавателя ВШЭ. 

Для внешних преподавателей: По вопросам использования данного учебного кейса в образовательном процессе и получения доступа к методическим указаниям для преподавателей просьба обращаться по адресу электронной почты или через форму обратной связи на странице Ресурсного центра учебных кейсов ВШБ

Keywords: marketing, branding, strategic management

In book

Management practices of Russian companies. Vol. 1. Cases from the HSE Graduate School of Business Collection

M.: HSE, 2022.