Solved Case Analysis: SVEDKA Vodka A by Paul W. Farris, Rajkumar Venkatesan, Ivy Zuckerman

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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.

Publishing Authority:

Darden Business Publishing – University of Virginia

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