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Brand Portfolio Strategy and Firm Performance in Alcohol Industry: the Case of SIMPLE in Russia

Student: Yuliya Kadochina

Supervisor: Ekaterina V. Buzulukova

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2019

Master Thesis on the topic: "Brand Portfolio Strategy and Firm Performance in Alcohol Industry: the Case of SIMPLE in Russia. Keywords: brand, brand portfolio, brand portfolio management strategy. The object of the thesis is brand portfolio strategy of distributor COMPANY “SIMPLE” in alcohol industry. The Research Questions are: What is a brand and brand portfolio strategy? What are the main brands of Simple Spirits category of COMPANY “SIMPLE”? What is the share of the brands of each category of Simple Spirits in the total revenue of the COMPANY “SIMPLE”? Which Simple Spirits categories show an increase or decrease in revenue over the past 3 financial years? Would the assessing the available data make it reasonable to withdraw individual categories or brands and add new categories or brands?

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