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Essay Details:
Essay text:
Product
1. Seco/Suo
2. Other alcoholic beverages – gin, rum, whiskey, cognac, wine and anis
3. Seco treated as member of vodka category in U.S.
4. Benefits
i. Core- Experience of unique drink (brand name)
ii. Secondary.
1) Easy mixing with numerous beverages or juices.
2) Alternative to vodka
3) Unique distillation – pure sugar cane juice rather than molasses
5. PLC. Growth- A rapid increase in sales.
C. Price.
1. Large margins to motivate channel members
2. $7 per liter retail market average for premium branded vodka (~$63 case)
3. VC $8.30 per case
4. Elasticity- Somewhat elastic
D...
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