Business Case Studies & Business Publications

SVEDKA Vodka (A)

Farris, Paul W., V...

Case

SVEDKA Vodka (A)

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

M-0774 | Published January 27, 2009 | 16 pages Case

Collection: Darden School of Business

Product Details

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.