Case Study #2: Chapter 6: SVEDKA Vodka (25 Points)
Due by 10/10 (Monday) at 11:55pm
Answer the following questions. Each question should have a thorough response.
1. What gave Cuvelier the idea that there was a market for $10.00 vodka?
2. What is the brand positioning statement that might guide integrated marketing communications? How has the positioning evolved over time? Where is it headed?
3. What advice would you give Cuvelier for SVEDKAs rollout strategy?
4. Which elements of his total marketing strategy is he relying on for success in this market?
Use the Vodka industry dataset (located in the Week 7 folder) to evaluate the effect of price and advertising on sales by answering the following questions.
5. Run a regression of the natural logarithm of sales (LnSales) on the natural logarithm of all of the following: price (LnPrice), print marketing expenditure (LnPrint), outdoor marketing expenditure (LnOut), broadcast marketing expenditure (LnBroad), and previous years sales (LnLSales). Interpret the results.
6. Run a regression of the natural logarithm of change in sales (LnDiff) on the natural logarithm of previous years prices (LnLPrice), and the natural log of marketing expenditures on print (LnPrint), outdoor (LnOut), and broadcasting (LnBroad). Interpret the results.
7. To understand the influence of Vodka quality, run a regression by adding the tier 1 (Tier1) and tier 2 (Tier2) dummy variables (that indicate whether a Vodka brand belongs to first or second quality tiers) to the set of independent variables in question 6. Interpret the results.
8. To understand the influence of competition and brand power, run a regression by adding the sum of sales of all the competing brands in the previous year (LagTotalMinusSales), and the market share of the vodka brand in the previous year (LagMarketShare) to the independent variables in question 7. Interpret the results.
9. To measure the sales growth of new brands compared to the existent ones, include the variable FirstIntro to the independent variable set in question 8. Firstintro is equal to one in the first three years after a brand was introduced and is zero elsewhere. Interpret the results.
10. Why does the coefficient of price and advertising change in the above regressions? Which regression are you most comfortable with to determine the price and advertising for Svedka Vodka? Why?
Discussion Board Question: Based on your analysis of the Vodka data, what recommendations do you have for Cuvelier regarding the marketing mix for SVEDKA?
Instruction files
short_dataset_vodka_data_student.xlsx(53,25 KiB)
case_study_2_svedka_vodka.docx(15,29 KiB)
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