SVEDKA Vodka (A)

Abstract

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.

Citation

Zuckerman, I., Farris, P.W. and Rajkumar, V. (2009), "SVEDKA Vodka (A)", . https://doi.org/10.1108/case.darden.2021.000026