KALASHNIKOV: WHATS IN A NAME (A)

Case Study Assignment

Submitted By
Mandeep Karn
Krishna Hari Pandey
Bijay Giri

Submitted To
Rupesh Krishna Shrestha
Assistant Coordinator
KUSOM

Date of Submission: 7th November 2015

What is the meaning of Kalashnikov Brand? What could it be?

Kalashnikov through its pronunciation seems like a Russian word. Since Russia is famous for
Military Weapons, Vodka and country where communism originated, brand Kalashnikov can be
associated with similar meaning. Russians are also considered tough, active in war, violent and
has one of the most powerful army in world. Thus brand Kalashnikov could mean anything from
military weapon, vodka, communist, aggressive, army, war and violence. People have negative
perception about such words thus Kalashnikov could have negative connotation.
For people with weapons knowledge or military experience Kalashnikov simply means Avtomat
Kalashnikov more commonly known as AK 47. It is the worlds most popular assault rifle
designed by General Mikhail Kalashnikov in 1947. Considered to be one of the weapon that have
changed the history of world they are of highest quality, easy to use weapons that work in any
condition around the world. It has possibly killed more number of people than any other weapon
in the world. Sixty years after it was launched, AK 47 still kills more than quarter of people
every year. Over 100 million Kalashnikov rifles are still in use.
Kalashnikov could be another assault rifle or military weapon produced by the same company
which produces AK 47. With worldwide brand recognition of AK 47 or Kalashnikov it would
beneficial for the company to produce an advanced version of the same rifle.

Recommend three products for Krasnovski to brand with the name

Kalashnikov. Be prepared to present your rationale for each?
Vodka
Like Kalashnikov Rifles, Vodka is also considered one of the icons of Russia. Vodka also
originated from Russia in 1533 AD and has spread all over the world. It was also included in
military rations of Soviet Army during World War II, due to which it received considerate
recognition throughout the world. Most of the post-soviet countries (Russia, Ukraine, Poland,
Belarus, etc.) are considered to fall under Vodka belt, which means that they consume largest
amount of Vodka than any other country. Thus vodka is an established brand name around the
world signifying Russia. People also associate it with Kalashnikov as from the figure of case we

could see that most people whether they know about Kalashnikov or not have put vodka in word
cloud. If two of the most prominent brand names of Russia would come together then it would
obviously benefit both of them. Kalashnikov can reposition their brand image as alcoholic drink
rather than Assault rifle. Vodka could be portrayed as strong and sophisticated just like
Kalashnikov. Both the brand names and their image could be matched with each other.
Cars or Military Transport Vehicles
Kalashnikov rifles are considered to be very strong and could be used at any weather condition.
Originally they were used by Soviet Army and currently most of the armed group uses it in
various weather condition from jungles, urban areas and desert as well. While in recent years the
craze for Sports Utility Vehicle (SUV) have also been increasing. SUV are also considered to be
tough working in all terrain conditions. Various armies around the world also want transport
vehicle which can work in difficult terrain and should be easy to repair. If Kalashnikov branded
SUV or Military Transport Vehicle is created then brand name will perfectly suit the product.
Such SUV or Military Transport Vehicle should be low cost, easy to repair, ready to work in
various environment condition and easy to operate. All these qualities are also associated with
Kalashnikov rifles. The car brand Hummer was created by following the similar design of
Humvees which were military transport vehicle of United States Army. Though Kalashnikov is
itself a mechanical device ready to work at any given condition and with low maintenance so are
the cars.
Attack Helicopter
From the name itself it can be concluded that Attack Helicopter are such helicopter which have
the ability to attack at any geographical condition and could store large amount of ammunitions.
These helicopter are not used for mere transport or rescue operation rather they are used to
engage in direct attack on military establishment, enemy positions, and strategic locations. They
are considered to be one of the fiercest vehicles in Army with massive fire power and ability to
attack in all environment. Kalashnikov rifles have all these features. Hence a Kalashnikov
branded Attack helicopter would make it sound more fierce and agile among people. For people
with Non Military background Kalashnikov means something to associate with war or military.
Hence an attack helicopter that are only used by military and during war could associated with
the name of rifle.

Which product would you introduce and why?

We would introduce Kalashnikov branded Vodka because of following reasons:

Even though Cars and Attack Helicopter are closely related with Military but they have
not been originated from Russia. While Vodka as like Kalashnikov have been originated
from Russia itself. Both of them are one of the highest exporting goods of the region and

signifies the essence of Russia throughout the world.

The fact that vodka have become synonymous to Russia is clear from word cloud of case.
In each word cloud whenever people heard about Kalashnikov, they considered to some
vodka brand name. Vodka is a popular drink in the world that was originated from Russia,

therefore people tend to connect with Russian names.

Vodka and Kalashnikov Rifles have some similar association. Both of them were used by
military during war by soviets (Vodka was issued as ration to Soviet Soldiers while
Kalashnikov Rifles were first introduced in Soviet Army). Both of them are considered to
be strong in their domain though not being consistent. Alcoholic drink such as Vodka
gives a false sense of super power for some moment while people who possess
Kalashnikov rifles also feel higher power.

Hence due to strong brand association of Vodka and Kalashnikov, we would first introduce
Kalashnikov branded vodka.