SVEDKA Vodka (A)
Suitable for both MBA- and undergraduate-level courses such as “Integrated Marketing Communications,” this case series traces a product from idea to established, successful brand. In this A case, a spirits industry executive perceives a gap between the under-$10 and the $25-and-up vodkas. Could a midpriced vodka capture some volume from each of those markets? Decisions on pricing, target, distribution, branding, and promotion are considered.
Collection: Darden University of Virginia (USA)
Ref: DARDEN-M-0774-E
Format: PDF
Number of pages: 16
Publication Date: Jan 27, 2009
Language: English
Review date: Jun 10, 2016
What material is included in this case:
Description
Suitable for both MBA- and undergraduate-level courses such as “Integrated Marketing Communications,” this case series traces a product from idea to established, successful brand. In this A case, a spirits industry executive perceives a gap between the under-$10 and the $25-and-up vodkas. Could a midpriced vodka capture some volume from each of those markets? Decisions on pricing, target, distribution, branding, and promotion are considered.
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Industry Setting: Food/Beverage
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"SVEDKA Vodka (A)"
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