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SVEDKA Vodka (B)

Farris, Paul W. ; Venkatesan, Rajkumar ; Zuckerman, Ivy

Reference: DARDEN-M-0775-E
Number of pages: 9
Publication Date: Jan 27, 2009
Fecha de edición: Jun 10, 2016
Source: Darden University of Virginia (USA)
Type of Document: Case
Industry Setting: Food/Beverage

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Description

In the second case of a three-part series, the SVEDKA founder assesses which initial decisions were most critical in the launch of his now-successful product. He also explores the new choices he faces, including changes to the distribution channels and additions to the product line. Suitable for both MBA- and undergraduate-level courses such as "Integrated Marketing Communications," the case presents opportunities to discuss pricing, target, distribution, branding, and promotion.

Keywords

price branding new product launch start up target advertising