Valenki vodka is making a splash internationally
Indicia of Quality
Sometimes it is hard to judge a company’s quality from afar, but sometimes it is quite easy. Such is the case with Diamond Holdings in Moscow.
Diamond markets their own brands of distilled spirits, fruit and vegetable preserves, and bottled water throughout Russia. Although the company is less than 15 years old and has been producing its own brands for less than half that time, its achievements in market penetration and brand recognition are remarkable. The company sells its products in every region of the vast Russian Federation and in Mongolia and Israel.
Starting with the website, it is slick, colorful and inviting. All of the visuals are professional, down to the design of the bottles for their brands of vodka. Diamond consistently emphasizes the theme of clean water in their vodka copy, which makes production of bottled water a natural fit. Preserves fit nicely with the concept of natural, fresh, clean products. There is also on the website an undercurrent of patriotism and nationalism that strikes just the right balance, emphasizing love of country without using elements that might cause difficulty in foreign markets.
The company is currently promoting a recently introduced brand of vodka called Valenki, and produced a commercial with famous Russian actor Alexey Buldakov and a Russian speaking Jamaican. Very clever and funny. We hope to see more videos from Diamond, especially ones touting their Spelo-Zrelo brands of fruit and vegetable preserves and the Pearl of Elbrus brand of bottled water.
Quality does not go Unnoticed
Diamond has won several branding awards, and we at ImarPress are all fans of effective branding. But good branding is a house of cards if it isn’t backed up by a top quality product. Here, the judgment of third parties speaks for itself. Products from Diamond Holdings have won quality and taste awards at numerous international expositions. In 2014, their products received special recognition for being healthy and nutritious.
The BID Committee believes strongly that quality lasts only when there is a commitment to socially responsible and ethical behaviour. In the case of Diamond Holdings, it has been involved in a wide variety of charitable activities, from support of WWII veterans, to donations to orphanages and schools. Even the launching of its brand of fruit and vegetable preserves has given a boost to Russian agriculture. One of the core values of continuous quality improvement is sustainability, and developing strong ties to the community by being a responsible corporate citizen is a key component of sustainability.
The BID committee also noted that Diamond Holdings has been voted on multiple occasions a great place to work. This kind of recognition shows a company’s commitment to its personnel and is also in line with one of the basic tenets of Quality -- that a company is only as good as its people. As the CEO of the company, Zaur Balagov, put it: “We are looking not just for top specialists, but professionals. Registering a company is only 1 percent of the battle; 99 per cent is the daily constructive work of team building, understanding the business philosophy and implementing tasks.”
Another Creative Idea Takes Flight in Moscow
Designs for flying cars have been around for a long time. From the Taylor Aerocar in 1949 to the ultramodern AeroMobil of today, many people have invested resources in making the flying car a reality. But so far, flying cars haven’t been practical. The result is usually a vehicle that is neither a very good car nor a very good airplane. Or, like the AeroMobil, which the company says will cost “several hundred thousand dollars” it is just a rich man’s toy. The other problem, which the AeroMobil suffers like all of the others, is that it has to be converted from car to plane and vice-versa.
Thanks to a teenaged inventor from Moscow, there is a new design for a flying car, actually a bicopter, in the works. The young inventor’s name is Artyom Vasinyuk and his design, in the form of a model created with a 3-D printer, was presented earlier in 2015 at an educational conference. Officials were so impressed that Vasinyuk has been invited to work with the Moscow Aeronautic Institute in order to develop his project further.
Not only is the design of the car sexy and streamlined, but it does not require any modification to go from auto to airplane. Its six cylinder diesel powerplant transfers energy to front and aft horizontally oriented rotors which allow the craft to take off and land vertically. The two seater is expected to travel up to 160 kph, and weigh only one third of a typical sedan.
Sleek design, world class branding, innovative ideas, and a commitment to continuing improvement. These are the ideas that motivate BID and its clients. Because of its commitment to continuous quality improvement, Diamond Holdings has been selected to receive the BID World Quality Commitment Award for 2015 at the convention in Paris.
ABOUT BID AND THE WORLD QUALITY COMMITMENT AWARD:
BID is a private and independent organization founded in 1984, whose primary activity is business communication orientated towards quality, excellence and innovation in management. A leader in the broadcasting of Quality Culture, BID recognizes those companies and organizations which lead the most important activities in the business world, and is considered the founding organization in the broadcasting of the Culture of Quality, Excellence and Innovation in 179 countries. The trophy symbolizes a pledge to the principles of Quality Culture. The QC100 Total Quality Management Model, together with the Quality Mix program, media coverage of the convention and its impact on the community and business sector, create an unmatched platform for continuous improvement within the organization and awareness of the achievements of the company at an international level. Awards are given only to those who are committed to improving their Quality Culture based on the principles of the QC100 Total Quality Management Model. Candidates are proposed by the leaders of previously awarded companies who they consider worthy of the award. Especially meritorious candidates may also be nominated. The International BID Quality Award Selection Committee then chooses the winning companies who will receive the award in New York, Paris, Geneva, Frankfurt, Madrid and London.