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商品編號： UV2801 出版日期： 1991/04/02 作者姓名： Farris, Paul W.;Collins, Elizabeth 商品類別： Marketing 商品規格： 16p 再版日期： 地域： 產業： 個案年度： -
商品敘述：
This case depicts the history of an unusual brand in the ""super premium"" segment of the vodka market. The top-of-line positioning is supported with creative advertising, narrow distribution, point-of-purchase advertising, and expensive advertising production. Absolut has used very expensive inserts as advertisements in print vehicles during the Christmas season. The last inserts described in the case cost approximately $1 each to manufacture and distribute via the media vehicle (The New Yorker). The case asks students to decide whether such expensive advertising should be continued and, if so, how. The societal effects of advertising alcoholic beverages and the implications of pursuing such exclusive positioning strategies may also be explored.
涵蓋領域：
Advertising;Marketing;Advertising media;Advertising strategy;Marketing strategy;Product positioning
相關資料：
Case Teaching Note, (UV2802), 5p, by Paul W. Farris
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