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Compact case
Case
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Reference no. UVA-M-0803
Subject category: Marketing
Authors: Paul W Farris; Rajkumar Venkatesan
Published by: Darden Business Publishing
Originally published in: 2011
Version: 10 June 2016
Revision date: 11-Jul-2016
Length: 2 pages
Data source: Published sources
Topics: Marketing mix; Liquor; New product launch; Marketing; Advertising & promotion; B2B marketing & channels
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Abstract

Suitable for both MBA and undergraduate-level courses such as 'Integrated Marketing Communications,' this is the third case in the series that traces a product from idea to established, successful brand.
Industry:
Food, beverage
Teaching note
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Reference no. UVA-M-0803TN
Subject category: Marketing
Authors: Rajkumar Venkatesan; Dusan Cucric; Paul W Farris
Published by: Darden Business Publishing
Originally published in: 2011
Version: 10 June 2016
Revision date: 11-Jul-2016
Length: 8 pages
Data source: Field research
View full details
Case
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Reference no. UVA-M-0774
Subject category: Marketing
Authors: Paul W Farris; Rajkumar Venkatesan; Ivy Zuckerman
Published by: Darden Business Publishing
Originally published in: 2009
Version: 10 June 2016
Revision date: 17-Aug-2016
Length: 18 pages
Data source: Published sources
Topics: Vodka; Beverage; Launch; Distribution channels
View full details
Case
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Reference no. UVA-M-0775
Subject category: Marketing
Authors: Paul W Farris; Rajkumar Venkatesan; Ivy Zuckerman
Published by: Darden Business Publishing
Originally published in: 2009
Version: 10 June 2016
Revision date: 11-Jul-2016
Length: 9 pages
Data source: Published sources
Topics: Price; Branding; New product launch; Target; Advertising; Start up; B2B marketing & channels; Marketing strategy; New product development
View full details
Supplementary software
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Reference no. UVA-M-0803X
Subject category: Marketing
Authors: Paul W Farris; Rajkumar Venkatesan
Published by: Darden Business Publishing
Originally published in: 2015
Version: 10 June 2016
Revision date: 11-Jul-2016
Format: .xlsx
Data source: Published sources
Topics: Marketing mix; Liquor; New product development release
View full details

About

Abstract

Suitable for both MBA and undergraduate-level courses such as 'Integrated Marketing Communications,' this is the third case in the series that traces a product from idea to established, successful brand.

Settings

Industry:
Food, beverage

Related

Teaching note
-
Reference no. UVA-M-0803TN
Subject category: Marketing
Authors: Rajkumar Venkatesan; Dusan Cucric; Paul W Farris
Published by: Darden Business Publishing
Originally published in: 2011
Version: 10 June 2016
Revision date: 11-Jul-2016
Length: 8 pages
Data source: Field research
View full details
Case
-
Reference no. UVA-M-0774
Subject category: Marketing
Authors: Paul W Farris; Rajkumar Venkatesan; Ivy Zuckerman
Published by: Darden Business Publishing
Originally published in: 2009
Version: 10 June 2016
Revision date: 17-Aug-2016
Length: 18 pages
Data source: Published sources
Topics: Vodka; Beverage; Launch; Distribution channels
View full details
Case
-
Reference no. UVA-M-0775
Subject category: Marketing
Authors: Paul W Farris; Rajkumar Venkatesan; Ivy Zuckerman
Published by: Darden Business Publishing
Originally published in: 2009
Version: 10 June 2016
Revision date: 11-Jul-2016
Length: 9 pages
Data source: Published sources
Topics: Price; Branding; New product launch; Target; Advertising; Start up; B2B marketing & channels; Marketing strategy; New product development
View full details
Supplementary software
-
Reference no. UVA-M-0803X
Subject category: Marketing
Authors: Paul W Farris; Rajkumar Venkatesan
Published by: Darden Business Publishing
Originally published in: 2015
Version: 10 June 2016
Revision date: 11-Jul-2016
Format: .xlsx
Data source: Published sources
Topics: Marketing mix; Liquor; New product development release
View full details