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 research 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.
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Question 2: Are there brands you can point to that have used strategies similar to those
employed by SVEDKA?
ed d
The more that SVEDKA became popular, the more competition rose by the year 2005.
ar stu
The increase in the competition was brought on by an increase in marketing efforts between
is
2003-2004. Competitors began to follow SVEDKA’s original strategy by investing their
Th
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
sh
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
This study source was downloaded by 100000784424693 from CourseHero.com on 06-20-2021 20:55:06 GMT -05:00
https://www.coursehero.com/file/53735666/Individual-Case-2-SVEDKA-Case-Study-Part-ABdocx/
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 research 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.
m
er as
co
eH w
o.
rs e
ou urc
o
aC s
vi y re
Question 2: Are there brands you can point to that have used strategies similar to those
employed by SVEDKA?
ed d
The more that SVEDKA became popular, the more competition rose by the year 2005.
ar stu
The increase in the competition was brought on by an increase in marketing efforts between
is
2003-2004. Competitors began to follow SVEDKA’s original strategy by investing their
Th
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
sh
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
This study source was downloaded by 100000784424693 from CourseHero.com on 06-20-2021 20:55:06 GMT -05:00
https://www.coursehero.com/file/53735666/Individual-Case-2-SVEDKA-Case-Study-Part-ABdocx/
