During the not-so-long-ago recession, which I'm still sure that we're in, Svedka was introduced into the market. Since that time it has gained a significantly large amount of the market share in the alcholic beverage sector. The company's target consumer ranges from the Generation Y to Generation X to the Baby Boomers. Of course with current Federal laws that state the legal drinking age of 21 and above, anyone in Generation Y that is under 21 years of age is not a target consumer for the company. All these generations are part of the market target, because face it, a vast majority of people in the United States, and around the world like to enjoy alcholic beverages. They've been enjoying alchol for centuries! Younger person with an ever growing purchasing power are the main focus when it comes to targeting a specifc market. However, Svedka was introduced into a reccessed market, meaning items such as vodka are considered, more than before a reccession, a luxury item and not a necessity. Therefore the product was marketed as high quality vodka, but at a resonable price for today's price consciencious consumer. It's marketing envirnoment also consists of better known, and well established brands such as Grey Goose, Ablsolut, Belvedere, Skyy, Ketel One, and Stolichnaya which at the time had a leading edge. Nevertheless, Svedka has gained the upper hand and popularity, by creating a similar high quality vodka as its competitors with a mucher lower asking price.
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