...promotion are considered in the case. Assumptions and Question to Consider Assumptions * Assume the landed cost to distributors ranged from $6.00 to $6.50 per 0.75 L bottle of SVEDKA. This includes federal and state excise taxes and all freight costs to its warehouses. Further assume that, at this price, the manufacturer will earn a 30% contribution margin of the selling price to distributors and that the average retail selling price to consumers will be $12.00 to $13.00 per bottle. Comparatively, the price to distributors of a 0.75 L bottle of domestic, generic vodka would range from $4.00 to $4.50. * Assume that Guillaume Cuvelier is a one-man sales force at the time of the case. His first task is to convince distributors to take on the product and help push it to and through retailers. Questions These questions are intended to help you inform your conclusion, make your case, and frame your action plan. You do not have to answer them directly in your assignment, but they may help you as you work on the case. 1. What gave Cuvelier the idea that there was a market for $10.00 vodka? 2. Are there brands you can point to (in any industry) that have used strategies similar to those employed by SVEDKA? Can you learn anything from their strategy that might help you with developing one for SVEDKA? 3. What is a brand positioning statement that might guide integrated marketing communications (IMC)? IMC considers how all elements of the communications mix work together...
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...Svedka is promoting their original Svedka. The slogan on that ad is “Make your next trophy wife 100%titanium.” In the ad there is a picture of a female robot. This ad is using “sex” to make their ad persuasive. New Amsterdam is promoting their original vodka. The slogan on this ad is “It’s in your town, New Amsterdam.” In their ad they used an image of their original bottle, and a small glass filled with their vodka. This ad took a classy approach with their ad. New Amsterdam’s ad is more persuasive than svedka’s ad because New Amsterdam’s ad meets the criteria in a practical, aesthetic, and ethical way. New Amsterdam ad is more practical than svedka’s ad. New Amsterdam ad is very classy in the way its set up. It has the use of a slogan,...
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...Marketing Audit: Burnett’s Flavored Vodka Over the past decade, the popularity of the spirit vodka has gone through the roof in terms of U.S Consumption. With many consumers looking for healthier, low calorie alternatives to beer, wine, and other dark spirits, Vodkas popularity comes as no surprise. The rise of vodka has also brought about another growing trend in the spirits industry and that is the growth of flavored vodkas. Flavored vodkas allow consumers with particular taste to enjoy an easy-to-drink spirit and also allows consumers to create many different drinks with one base liquor. One of the companies that has seen immense success in this booming market is Heaven Hill Distilleries’ line of Burnetts’ Flavored Vodka. Featuring over 33 unique and distinct flavors, Burnett’s is one of the largest players in the flavored vodka market and continues to lead in innovation of flavors as well as nationwide distribution. Executive Summary While there continues to be new competitors entering the market almost every day, one of the largest, most competitive firms in the flavored vodka market is Burnett’s Flavored Vodka. Burnett’s, widely known throughout the nation by young collegiate aged individuals and young professionals, offers one of the lowest price points for vodka in the entire industry. In addition to this, it features a product line with over 33 different flavors including seasonal flavors such as pumpkin spice vodka. By and large, Burnett’s has seen wide success...
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...PEPPERDINE UNIVERSITY THE GEORGE L. GRAZIADIO SCHOOL OF BUSINESS AND MANAGEMENT KIMBER MADERAZZO 662.12 MARKETING COMMUNICATIONS FALL 2014 TUESDAYS 6:00-‐10:00 P.M. MALIBU CAMPUS SYLLABUS 662.12 MARKETING COMMUNICATIONS FALL 2014 Day/Class time: Tuesday’s 6:00 to10:00 p.m. Location: MALIBU CAMPUS Professor’s Name: Kimber Maderazzo Cell Phone # 310-‐801-‐1893 E-‐mail address: kimber.maderazzo@pepperdine.edu COURSE DESCRIPTION This course is designed to introduce, or reacquaint, the student with the subject of marketing communications. The emphasis in this course will be on the role of an Integrated Marketing Communications (IMC) program in both building and maintaining the brand image and health of an organization. Attention will be given to the various IMC tools used in contemporary ...
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...Constellation Brands is a company created in 1945 in New York. This company is known for being the largest multi-supplier of alcohol in the United States while manufacturing and distributing wines, spirits, and beers. Some of their brands include Corona Beer, Svedka Vodka, Nobilo Wines, and more with over 100 brands. As of 2017, Constellation Brands has a revenue of over $7 billion with 57.7% of their net sales coming from beer. Their strategic and financial imperatives focus mainly on the increase in the sales of their spirits, which they feel will benefit their company most. Constellation Brands is a part of the global alcoholic beverage industry (composed of producing beer, wine, and spirits) along with competitors Diageo, Beam Suntory,...
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...2011 Annual Report at every occasion chaiRman’S letteR In an era of constant, rapid and unpredictable change, the concept of staying the course, especially in business, can seem like an impossible mission. It takes strong and confident leadership, a clear and focused strategy and a team of talented people who are willing to go the distance in order to achieve the goal. Since fiscal 2010, the goal at Constellation Brands has been a singular one: profitable organic growth. During this period, we have embarked on an evolutionary journey that has taken us from a collection of stellar brands and acquired businesses to a highly disciplined and tightly aligned company that is, at every occasion, capitalizing on company-wide efficiencies and best practices to strengthen our operations, our people and our brands. Our fiscal 2011 results serve as a shining indicator that our collective efforts are paying off. More importantly, they validate the importance of staying true to one’s commitments. At Constellation Brands, our commitments are unwavering…to continue to grow our business and our premium brands, to enrich the communities where we live and work and to elevate life with every glass raised. These commitments are being realized every day because of our people, who are among the best and brightest in the industry. Dedicated, innovative and determined, our employees have stayed the course through unexpected challenges and increasingly higher expectations placed on them. We are...
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