Marketing > Class Notes > MKT 5255 Individual Case 2 - SVEDKA Case Study (Part A&B) (All)

MKT 5255 Individual Case 2 - SVEDKA Case Study (Part A&B)

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Running head: SVEDKA Case Study (Part A & B) 1 SVEDKA Case Analysis Assignment questions for the A case: Question 1: What gave Cuvelier the idea that there was a market for $10 vodka? Market resea ... rch gave Cuvelier the idea and evidence that there was a market for $10 vodka. Vodka brands such as Popov, Gordon’s, McCormick, and Barton all priced under $10, sold the most cases and were responsible for the largest market shares. Cuvelier estimated that these standards, under $10 per bottle market share made up about 80% of market volume at the time. Therefore, Cuvelier strongly believed that his mid-priced vodka stood a chance and had the potential to capture some volume sales. As observed from the case study, one can clearly see that lower-priced vodka sold the most cases. Question 2: Are there brands you can point to that have used strategies similar to those employed by SVEDKA? The more that SVEDKA became popular, the more competition rose by the year 2005. The increase in the competition was brought on by an increase in marketing efforts between 2003-2004. Competitors began to follow SVEDKA’s original strategy by investing their marketing efforts and spending on targeting cool, hip, and social customers. For example, Ciroc was able to obtain celebrity endorsements from Sean “Diddy” Combs. This strategy targeted and attracted those in the 21-35-year-old consumer segment. Grey Goose was another lifestyle brand that used the same strategies as SVEDKA that was gaining popularity and market share. Another [Show More]

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