Ch. 15 - Retailing

With regards to retailing, Svedka is into many different categories.  Retail operations are usually independent retialers such as liquor stores and bars.  Chain Stores like groceries will also contain Svedka depending on the local and state laws.   Franchises like certain restaurant will also carry Svedka products.  Most of the time when purchasing Svedka products one will find themeselves in a specialty store, i.e., the liquor store.  This store specializes in alcoholic beverages of a wide variety including vodkas - like Svedka. 

http://www.svedka.com/

Ch. 6 - Consumer Decision Making

Svedka's influence on their consumer's decision making encompasses many different factors that lead to the final decision, to buy or not to buy.  First we exam the need/want factor of the vodka product Svedka offers. As you know vodka is more a luxury item.  It is a neccesity of the F&B industry, but not so much for individual buyers making their factor a want one.  With this stated, the buyer in either case still must be stimulated enough by Svedka to even be considered for a future purchase.  That stimulation comes from past experiences, promotion and advertising by Svedka, and weighing disadvantages the benefits of their vodka over others'.  For the target market wishes to affect, routine to limited decision making is needed for the purchase of their vodka.  They are aiming to sell to a younger price savvy consumer, as their price selling price would suggest.  In addition to the low cost of the vodka, the consumer is not willing to sacrifice pruduct quality and flavor which Svedka is able to accomodate.  Furthermore, the consumers making the decision to purchase Svedka are coming from a range of classes.  Mainly the middle class, but some from the lower class who wish to splurge, and very little from the upper class. 

As you can see from Svedka's ads the seem to persuade the consumers into buying their product by creating an image, through their advertisment techniques, by playing on the customer's self image.  The frequently show young, hip, sexy, models partying and having a good time while consuming vodka.  They also play to men's misogynistic views that they too can have beautiful women around them when they consumer vodka.  In addition, they also play to the gay-drum by creating homosexual friendly ads.   

These are just a few factors that influence a consumer's decision making when it comes to Svedka and vodkas in general.

http://www.svedka.com/

Ch. 5 - Developing a Global Vision

In the world of global marketing Svedka has adopted the Global Marketing Standardization, instinctively, by only producing one flavorless vodka, and very few flavored vodkas.  This product area has very little leeway in change otherwise it would not be the same product.  With this stated, Svedka does have to advertise accordingly to the market they are trying to penetrate.  Currently Constellation is involved with the direct foreign investment with the Svedka manufacturing facility in Sweden.  Althought a Swedish brand it is not considered an export method of business because the parent company is American based.  In global promotion Svedka generally aims for the same demographics: age 21+, persons with moderate income, and an overall mainstream pop-culture. 

http://www.svedka.com/

Svedka Samui, Thailand Ad Teaser

Ch. 4 - The Marketing Environment

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.

http://www.svedka.com/

Ch. 3 - Ethics and Social Responsibility

As an ongoing effort to maintain Svedka as an ethical and social responsbile brand the parent company Constellation Wines states the follow; "Constellation's ability to integrate the Svedka Vodka business successfully and the continued strength of the relationships of the Svedka Vodka business with its employees, suppliers and customers." As claimed in previous blog posts Svedka is also donates various sums of money to the expansion in the fields of art, education, health, eco-system conservation, thus satisfying its ethical, legal, and philanthropic duties as a social resposibly entity.  In addition, Constellation has recently changing it's own energy source to more eco-friendly systems by consuming wind and solar powered energy, returning and conserving water resources, and building environmentally friendly facilities. 

http://www.svedka.com/



Ch. 2 - Strategic Planning for Competitive Advantage

Since 2008 Svedka has had some exciting, racey, and eye-catching strategic plans for their vodka and I'm sure there is much more to come.  "Since no one owns the future," sky's the limit for this brand!  In the past, the company has employed several means of growing is brand.  No to long ago Svedka saw a product face lift into its new futuristic, sleek bottle/labeling design.  The effect was a more visually appealing bottle that looks good on any shelf, whether it be on the back bar or at Costco.  In addition to that major product facade makeover was a huge campaign in 2008 to ran alongside the Presidential Elections of 2008.  A huge success, Svedka was a sponser and host at over 800 politcal events where alcohol was poured during that election year.  Many ideas, marketing campaigns, and strategies are being lead by  veteran marketing guru Marina Hahn, which mostly focus on pop culture and hot nation wide topics like the war, and homosexuality.  Hahn, along side with the marketing department at Svedka, have created ads that are strategically placed in significant nightlife corridors, bus stations, bus sides, phone kiosks, and other large mainstream locations such as Times Square billboards.  New York City, Boston, Miami, Los Angeles, San Francisco, and San Diego are the main target cities.  These locations are prominate with adult entertainment, not pornography, but in the sense of nightlife, fun, frolic, dinning, dancing, drinking, and shopping.  All of which Svedka aims to encompass with its brand. 

http://www.svedka.com/



Ch.1 - Svedka's Mission Statement

Svedka's vodka products offer premium quality at smart  inexpensive prices.  "Cheap Chic" as the company's  motto states, puts the fun back into vodka.  Svedka's owners, the Constellation Wine Co., believe in being an avant garde leader in the old world of vodka, and transitioning towards the future.  These beliefs are, but not limited to, DRINKING RESPONSIBLY, efforts to discourage underage drinking, and returning positive energies to society.  The company is also a positive contributor to the environment and the community; it is recognized for its world wide wetland conservation dedication.  In 2009 a massive solar energy station was placed at a winery to conserve non re-newable resources.  The sustainability efforts of the company are vast ranging from natural farming to recycling to endangered wildlife conservation.  The company also donates large sums of money to organizations that promote health, education, and the arts.  Svedka's ethics and beliefs make it a positive leader in the worldwide community and will continue to do so in years to come.

http://www.svedka.com/