Svedka Vodka (B)
13 Pages Posted: 7 Apr 2010
NO CHANGES CAN BE MADE TO CASE WITHOUT COMPANY APPROVALIn this, the second of a two-part case 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. See also "SVEDKA Vodka (A)," UVA-M-0774.
Keywords: start-up, advertising, new product introduction
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