Suitable for both undergraduate and MBA level courses such as integrated marketing communications, this case traces of the product from an idea to an established, successful brand. Executive alcohol industry perceives a gap between the sub-$ 10 and $ 25-and-up "Prestige" vodkas. Can capture some of the midpriced vodka volume of each of these markets? Decisions on pricing, target, distribution, branding and promotion are considered in the case. Case B (UV4285) presents the results, which include the milestone of one million sales of the event in 2006. It also provides an assessment of the founder of the original solutions that were most important and explores the new choices he faces, including changes in distribution channels and additions to the product line. "Hide
by Paul W. Farris, Rajkumar Venkatesan, Ivy Zuckerman Source: Darden School of Business 19 pages. Publication Date: January 27, 2010. Prod. #: UV4284-PDF-ENG
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