SVEDKA Vodka SVEDKA Vodka As he waited for his wife to meet him, Guillaume Cuvelier sat in a downtown Manhattan restaurant sipping vodka straight up. As founder and managing director of Spirits Marque One, a liquor importer, Cuvelier wondered if patrons of such an upscale bar would soon be ordering his new vodka by its name: SVEDKA. It was mid-1998, and the product was set to launch in just a few months. Scanning the bar for the competition’s vodka bottles, Cuvelier ran through the marketing campaign in his head.1 The U.S. government defined vodka as a neutral spirit “without distinctive character, aroma, taste, or color.” As one food and beverage writer explained, “Good vodka is considered to be one without the harsh, rubbing-alcohol fumes of ethanol.”2 The nowpopular liquor originated in the fourteenth century in either Russia or Poland (depending on which history you believe) as a spirit distilled from rye or wheat. In the early 1800s, the introduction of filtration and dilution techniques allowed vodka to evolve into something more refined but no less potent. As Cuvelier enjoyed his drink, the image of James Bond came to mind—described years earlier by an industry observer as “the first upscale vodka drinker.”3 Consumers were increasingly imitating Bond’s discerning taste for high-priced vodka. In this climate, Cuvelier reviewed his own pricing, distribution, and positioning one last time. He hoped he was right that the vodka market was ready for a mid-priced option: Was there really an opportunity below the Bond tier and above the very low-priced products? With a small marketing budget, Cuvelier had to be correct in his efforts to position his brand as he created a new segment. On Trend Trends in the marketplace inspired Cuvelier to take a closer look at opportunities in the spirits business (whiskey, gin, and vodka were among those classified as spirits). In 1991, he had received his MBA from the Darden School of Business at the conclusion of a two-year hiatus from his position with LVMH’s Möet Hennessy-Louis Vuitton. As an industry insider during the 1980s and early 1990s, Cuvelier had been inspired by Absolut vodka’s success as a product, brand, and category leader. “Pre-Absolut, you could say that vodka was vodka was vodka,” he said. Cuvelier believed there was room to compete in the category by offering his own twist on the concept of name-brand vodka. With that purpose in mind, in 1998, Cuvelier founded a small entrepreneurial team of industry experts in New York City. That same year, vodka was the top-selling distilled spirit, representing 24% of total spirits consumption in the United States, up 3.6% in volume sales from 1997. The growth in premium vodka was in stark contrast to the negative long-term trend for most other spirits. The Market Branded vodka dated back to the late 1860s, when Smirnoff cultivated the endorsement of the czar, engaged in comparative advertising with competitors, and paid patrons of Moscow bars to demand Smirnoff and accept no substitutes. Russia’s connection with the category became prominent in the minds of many consumers. A leading imported vodka from Russia, Stolichnaya, had been introduced to the United States as recently as 1965. The brand leveraged its Russian image, evoking a strong connection to its origin and heritage. But “Stoli stumbled after the Soviet downing of Flight 007 in 1982, [which] hurt sales of many Russian products.”4 Once a Russian import, Smirnoff was eventually produced in the United States and came to dominate the domestic vodka segment, capturing almost 20% of the market share by 1998. Until the launch of Absolut, Smirnoff dominated the premium-price vodka segment with a brand name that derived authenticity from the family’s Russian heritage. The launch of Absolut in 1979 and its now-famous ad campaign helped the brand attain its pop-culture status. In 1998, Absolut spent $18 million on advertising.5 Years later, USA Today reported: “Absolut had pioneered selling distilled spirits on image, persuading consumers to buy prestige in a bottle for $20. But the new prestige vodkas, at $25 to $200, have become what Absolut was 20 years ago.”6 It took more than a decade for the Dutch Ketel One and American Skyy (then the only domestic vodka priced above $10) to enter the market. New prestige vodkas available at a high price point did indeed seem to become what Absolut once was. The Business of Spirits stated that the price for vodka “increased to $30 with the debut of Grey Goose, Chopin, and Belvedere in the late 1990s. Now, the debut market [was] flooded with $30 vodkas.”7 The success of Grey Goose proved people would pay $30 for a bottle of vodka; in 1998, its sales increased 50% from the previous year.8 Cuvelier had watched as “consumers became increasingly aware about the look, quality, and origin of vodka.” Smirnoff was not alone in its high-volume sales and market share results. Brands such as Popov, Gordon’s, McCormick, and Barton (each priced under $10) sold the most cases and enjoyed the largest shares.9 A significant portion of these sales was for the larger-size plastic bottles. Cuvelier believed that a midprice vodka could capture some volume sales from the under-$10 market. “This standard vodka category had never been expanded to include consumers who were willing to stretch their wallets a little bit,” he said. The Product Vodka could be manufactured inexpensively out of many different raw ingredients and didn’t need to be aged. Its standard alcohol content was 40%, or 80 proof. Because the staple ingredients were relatively cheap, vodka companies invested in more complex distilling and filtering methods as well as flavor ingredients to distinguish their brands. Marketing campaigns often highlighted “more exotic backstories” to justify higher prices and profits.10 Indeed, vodka’s smoothness and thickness could vary from brand to brand. “The burn is usually associated with inexpensive vodkas,” said Robert Plotkin, founder of BarMedia, a beverage consulting firm.11 Cuvelier was dedicated to creating a high-quality product that could be distinguished for its soft, silky drinkability. He selected Lidkoping, Sweden, as the manufacturing site. Cuvelier knew the country had recently joined the European Union, causing it to deregulate the alcohol monopoly. “My plan was to be the first to effectively develop and produce 80-proof Swedish vodka immediately after the reopening of the market,” he explained. “I wanted the vodka to be from Sweden so I could take advantage of the Absolut tailwind.” SVEDKA outsourced its production to large, established industrial facilities. The glass bottles were imported from Germany, decorated in France, and shipped to the factory in Sweden to be filled with vodka. The finished product was shipped in cases to the United States. Wine Enthusiast confirmed the quality of Cuvelier’s product, rating SVEDKA 93 out of 100. Classifying the vodka as a “Best Buy,” the review said, “We can’t remember using the word ‘complex’ when describing a vodka before, but this one shows a tightly knit set of characteristics that deserve applause.”12 SVEDKA would initially be available in the standard 750ml and 1.75L bottles. Larger and smaller sizes could be added once the business grew. “This gradual size rollout was common industry practice, especially for a start-up brand,” Cuvelier said. While many brands were extending their selection to include flavored vodkas, SVEDKA focused on the core unflavored business for the launch. The Price In addition to the option of imitating the premium prices of recent imported vodka successes, there was the under-$10-per-bottle market, which Cuvelier estimated was approximately 80% of the market volume (also known as the “standard” vodka segment, it ranged from $5 to $9 for 750ml). In fact, in 1998, 23 million cases were purchased at retail prices less than $10 per 750ml bottle (Table 9-1). And then there was the third opportunity: to be a midtier player between the high and low price spectrums. 13 Note: Market share calculation is based on total case volume for imported and domestic vodka. Data sources: Adams Business Media; Virginia Department of Alcoholic Beverage Control; case writer estimates. Table 9-1 Vodka Category Price, Units Sold, Market Share, and Launch Year by Brand, 1998 Cuvelier estimated that wholesaler margins for SVEDKA averaged 25%. Retailers’ margins varied from 30% to 35%. It was industry practice to offer retailers volume discounts. Cuvelier created Table 9-2 to estimate the discount levels he would be expected to offer. Source: SVEDKA. Table 9-2 Estimated Discount Levels Based on Case Quantity Discount To reach a final everyday suggested retail bottle price, Cuvelier had to consider the costs along the wholesale and retail channels. The wholesaler’s net laid-in costs were the sum of the free on board (FOB) price, the U.S. Federal Excise Tax (FET), state tax, and freight costs. (The FET per proof gallon was $13.50 in 1998.) SVEDKA classified the mandatory FET and individual state taxes (which varied by state) as hard production costs. Pricing was tricky, and critics warned Cuvelier that if the price were too low, consumers might think the vodka was low-quality. But if SVEDKA were priced too high, consumers might question its value. A midrange price would risk SVEDKA’s getting lost among the more premium brands. Already, higher-priced brands were encountering competition from the superpremium competitors. In The Business of Spirits, author Noah Rothbaum commented on the dilemma SVEDKA faced: “Many companies with high-priced spirits are concerned that their products soon will be leapfrogged by other, even more expensive brands, stealing their attention and market share.” 15 The Brand The first association consumers would have with the product was its name. Cuvelier had searched for a word that evoked the vodka’s Swedish heritage. During his many trips to Sweden, the word Svensk (“Swedish”) caught his attention; it appeared everywhere. He combined it with the word “vodka” to come up with an easier-to-pronounce version: SVEDKA. Although focus groups and the packaging agency didn’t confirm the wisdom of his choice, Cuvelier stayed with his intuition. The name was fitting for the product’s positioning. Cuvelier envisioned SVEDKA as a challenger brand, with a personality like JetBlue in the airline industry or Target in fashion: an inexpensive, chic alternative. It was a fun option that challenged the status quo in a category that was taking itself too seriously. SVEDKA empowered the consumer with a different choice where there wasn’t much discrepancy among the products in its category. “The category is locked in sameness,” Cuvelier said. “Each brand relies on a stated marketing recipe of bottle shot plus product benefit plus cocktail recipe plus historical reference.”18 Advertising By 2007, the industry had spent more than $200 million on advertising through various channels, including outdoor, magazine, newspaper, and television. TV advertising of alcoholic drinks had been controversial; indeed, for 48 years liquor producers had chosen not to air commercials. In 1996, Seagram broke that trend with network spots promoting Crown Royal and Lime Twisted Gin. In spite of the public outcry that arose, other liquor brands slowly started testing cable TV spots. Eventually, cable television came to be seen as the most suitable venue for liquor advertising. The print ads for vodka were very sophisticated. In 1980, Absolut began featuring its bottle’s distinct silhouette, a practice it continued for more than two decades. Its innovative campaign prompted an account rep at TBWA, Absolut’s ad agency, to write a book in 1996 about its print campaign. Grey Goose won the Beverage Tasting Institute award for “best-tasting vodka” in 1998 and used the title in a series of successful print campaigns in the Wall Street Journal and other high-end publications. In the same year, Sex and the Citycharacters started asking for a “Grey Goose cosmopolitan,” which extended the brand’s recognition and superpremium image. The Campaign Cuvelier estimated he had about $350,000 to spend in his first year on marketing SVEDKA (not including promotions to wholesalers and retailers, which could include the discount levels, support materials, sales force incentives, and in-store promotions). He allocated this budget among media, point of sale (POS), trade shows, creative, and sampling. Until distribution reached key markets, Cuvelier did not use traditional advertising. Generally, brands were promoted in print (with magazines as the dominant medium), outdoor, broadcast, and electronic media at an increase of 14% over the $256 million spent in 1997.19 Cuvelier wanted SVEDKA to achieve distribution, brand awareness, and word of mouth before he launched a national campaign. He was left to reassess the best use of his dollars across the following marketing methods. Trade Press and PR Cuvelier viewed trade relationships as the first step in communicating about his brand. There were a small but influential group of trade magazines and writers he needed to acquaint with SVEDKA. He bought a few full-page trade ads and entered SVEDKA in vodka contests to drum up press. He succeeded with the Wine Enthusiast 93 rating. Such high marks were in line with the more expensive Grey Goose (which received a 94) and Ketel One (93) and higher than the ratings for Stolichnaya (91), Skyy (90), Belvedere (89), and Absolut (90).20 The favorable results validated the brand in the eyes of the wholesalers. Their excitement about SVEDKA would determine how quickly it was embraced by the largest, bottom portion: the core consumer. All media outreach was limited to the trade outlets. SVEDKA used its high-profile reviews to fuel favorable trade press articles. But additional public relations efforts toward larger publications were not scheduled for the launch. Point of Sale Brand visibility would thus be at the store level through POS materials. Because of the emphasis on an off-premise distribution strategy, Cuvelier allocated marketing dollars toward enhancing the in-store experience (midtier liquor stores). POS and store signage (shelf, display, and window materials) helped bring the brand to life at the point of decision making and purchasing. The Wine Enthusiast ranking was displayed on POS pieces to provide the unknown product with credibility. Trade Shows SVEDKA planned to sponsor booths at top industry trade shows. Attendees at these shows included wholesalers and retailers, as well as the media and competition. Although trade shows were costly and time-consuming, Cuvelier believed that having a presence at industry events would develop brand recognition as well as provide continuing insight into industry trends. Creative The collateral materials that supported the SVEDKA booth at trade shows, in addition to the POS materials and trade press kits, fell under the creative investment line item. Cuvelier wanted all branding elements to have a cohesive look and feel for both internal and external audiences. The same images appeared as limited ads in trade magazines such as Beverage Industry News. Marketing-Mix Model SVEDKA founder Guillaume Cuvelier considered looking into historic U.S. vodka sales to evaluate the effect of new flavors, segment membership, and advertising. Consumer reactions to vodka advertising and pricing probably differed among the superpremium, premium, and value segments. New brand entries also may have had different price and advertising elasticities compared with the established brands. Finally, new flavors could have had a direct effect on vodka sales. Cuvelier wondered if he could quantify the financial value of his product’s Wine Enthusiast certification and 2002 and 2003 gold medals. Understanding the value generated by each of the three campaigns from 1998 through 2005 would provide a good basis for the design of future campaigns. And identifying brands that directly competed with SVEDKA would allow Cuvelier to effectively allocate marketing resources. Cuvelier wanted to use historic vodka brand sales to inform his product’s price and advertising budget. Assignment Questions 1. Use Trend Line in Tableau to get a regression result of Dollarsales on total-ad. Examine the trend line of each brand and discuss which brands are significantly impacted by their advertising expenditures. The indicator is discussed in the assigned reading – “Multiple regression in marketing”. 2. Use Tableau with R to run a multiple regression of the Dollarsales on the marketing expenditures on Magazines, Newspaper, outdoor, and broadcasting. Which brands does the regression model fit more (more closely predicts the outcomes)? 3. Based on your analysis of the data, what recommendations do you have for Cuvelier regarding the marketing mix for SVEDKA? ID 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 BrandName Absolut Absolut Absolut Absolut Absolut Absolut Absolut Absolut Absolut Absolut Absolut Absolut Absolut Belvedere Belvedere Belvedere Belvedere Belvedere Belvedere Belvedere Chopin Chopin Chopin Chopin Chopin Chopin Chopin Finlandia Finlandia Finlandia Finlandia Finlandia Finlandia Finlandia Finlandia Finlandia Finlandia Finlandia Finlandia Finlandia Fris Fris Fris Fris Fris Fris Year DollarSales PriceRerUnit 1995 352040 117.3467 1996 370072 110.8 1997 381152 110.8 1998 419737 115.63 1999 468302 115.6301 2000 560025 121.6124 2001 556550 127.0952 2002 594000 132.7374 2003 620000 138.1462 2004 658880 142 2005 688446 148.5 2006 735532 151.75 2007 760723 151.75 2001 65650 240.4762 2002 75750 247.549 2003 81810 241.3274 2004 88880 240.8672 2005 75719 207.4493 2006 80562 211.4488 2007 88330 215.439 2001 10100 240.4762 2002 11312 240.6808 2003 14140 239.661 2004 15554 239.2923 2005 12654 207.4426 2006 14167 232.2459 2007 15266 250.2623 1995 35170 146.5417 1996 24449 111.1318 1997 26043.5 142.3142 1998 28024 113 1999 28476 113 2000 34998 127.2655 2001 43128 126.1053 2002 38216 119.7994 2003 39175 119.8012 2004 46626 130.605 2005 48234 132.1479 2006 50041 131.3412 2007 49073 135.5608 1996 8724 109.05 1997 9524.3 114.7506 2000 10107 112.3 2001 14945 121.5041 2002 18468 121.5 2003 24375 125 Mag 25713.7 25658 27013.9 27617 30605.3 33971.3 28559.8 30387.3 29275 31208.5 13159 17244.2 16024.8 3498.1 5439.7 5013.3 6729.6 1163.6 1 6964.3 3456.8 2567.5 1 1 2227.1 691.4 1 234 1 2412.2 8156.4 5092 1372.1 389.2 692.1 756.9 167.3 1457.7 5926.7 7350.7 45.1 1 1 1 515.5 1470.2 News Outdoor 291.4 332.7 177.6 625 201.7 515.7 308.2 1420.4 258.1 1416.8 533.4 1336.7 231.3 1999 424.8 523.1 958.6 2819.4 5.9 2185.1 0.3 1216.4 232.1 2250.3 624.9 2447.1 1133.2 1 1296.1 1 150.8 1 132.7 1 1 1 14.5 14.5 2107.1 185.7 324.5 1 946.6 1 1 1 1 1 318.1 1 1 1 27.3 1 1 1 1 1 0.4 1.8 90.2 575.6 404.7 158 682 301.2 396 54.8 112.8 22 1 1 188.5 49.3 219.7 92.3 1 201.2 1 298.6 1 1 1 1 76 1 203 158.5 1 105 1 197.9 Broad 1 1 1 161.9 70.3 143.1 134.2 1 315.5 2202.4 2344 3944.5 4534 1 1 1 1 2496.1 2878 2157.6 1 1 1 1 1 1 1 1 1 1 325.9 272.8 5.8 1 1 1 1 1 201.2 119.7 1 1 1 1 1 1 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 Fris Fris Fris Fris Grey Goose Grey Goose Grey Goose Grey Goose Grey Goose Grey Goose Grey Goose Grey Goose Grey Goose Ketel One Ketel One Ketel One Ketel One Ketel One Ketel One Ketel One Ketel One Sky Sky Sky Sky Sky Sky Sky Sky Sky Sky Smirnoff Smirnoff Smirnoff Smirnoff Smirnoff Smirnoff Smirnoff Smirnoff Smirnoff Smirnoff Smirnoff Smirnoff Smirnoff Stolicnaya Stolicnaya Stolicnaya 2004 2005 2006 2007 1999 2000 2001 2002 2003 2004 2005 2006 2007 2000 2001 2002 2003 2004 2005 2006 2007 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 1995 1996 1997 29125 34375 20520 23824 17350 47713 104100 199525 251300 341229 414751 572911 716139 87375 118315 123578 153884 177456 210961 265562 293888 66795 78720 104640 124320 143520 157457 174746 191942 210997 249158 336170 346379 342648.3 397891 387000 405781 489048 539041 566465 591142 691361 721579 786721 120670 133139 130289 125 125 123.6145 124.0833 173.5 173.5018 173.5 173.5 179.5 206.8055 199.88 215.3801 215.3802 116.5 124.1501 117.2467 123.8005 123.4047 132.43 151.49 158.1744 95.14957 96 96 96 96 92.94982 92.95 92.95012 92.95022 104.2502 61.12182 58.20518 61.57202 59.20997 63.10126 70.16791 77.65132 77.75004 75.29775 78.95579 84.83998 84.84174 87.268 123.1327 126.1981 115.3 2010 1365.8 1 1 1475.7 3037.5 4645.9 8883.7 11846.9 21058.9 24427.9 16959.8 18035.9 1 1 1 5382.8 7902.8 13153.5 17753.3 1 3259.7 3508.6 4068.9 5214.8 7283.8 7812.6 9922.5 10839.7 9764.1 12747.9 7984.9 12373.4 12363.3 14558.1 8219.5 9276.8 6011.3 3928.3 7368 2416 2920.5 1214.6 1 7563.5 6989.1 7662.9 1 308 1 1 1743.4 952.8 1014.2 965.3 1455.9 839.7 91.7 45.4 999.9 1 1 1 693.7 2351.5 3524.9 3346.9 1 1 101 1 1 1 1 167.9 1 203.6 30.3 67.9 119.4 80 391.3 1171.6 3138.9 1668.5 99.1 717.8 30.5 702 142.2 1.7 289.8 1 182.4 239.2 157 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 241.4 135.2 1 224.1 107.4 111.7 40.8 3 329.9 454.9 899.6 742.7 907.4 460.4 807.7 866.3 856.2 1862.3 1 2052.1 1358.2 468.6 199.2 345.3 151.9 809.7 358.5 359.1 1 1 1 1 1 1 1 1 410.9 894.9 1136.8 1546.2 1594.4 2024.6 1 1 1 1 1 2.8 16.7 1 1 1 1 1 1 1 1 1 1 1 1 1 1 18.2 3.3 722.9 458.7 3232.8 6001.5 4521.4 6121.5 7146.4 7827.1 1 1 1 94 95 96 97 98 99 100 101 102 103 104 105 106 107 108 109 Stolicnaya Stolicnaya Stolicnaya Stolicnaya Stolicnaya Stolicnaya Stolicnaya Stolicnaya Stolicnaya Stolicnaya Three Olives Three Olives Three Olives Three Olives Three Olives Three Olives 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2002 2003 2004 2005 2006 2007 130680 160855 179472 188336 207928 234472 262193 268968 283195 329848 5950 12250 24500 33250 76860 103700 118.8 6799.6 173 130.6702 672 1 132.9422 514.3 682.3 126.4 864.8 1 126.7854 12983.5 1 126.4 6334.9 1 135.5003 5113.2 30.9 135.5003 3690.2 550.2 135.5 3160.5 194 150.9602 9370.7 1 70 1 1 70 4738.4 1356.9 70 8774.5 830.4 70 4571.1 97.6 122 7090.1 3.8 122 11281.3 1 1 1 53 1 1 1 1 356.6 134.6 444 218.8 641 553.1 621.2 508.4 2516.2 1 1 1 1778.8 1 1 1 1 1 1 1 1 1 1 72.5 1 Marketshare total-ad 0.1339226 26338.8 0.1420068 26461.6 0.1467577 27732.3 0.1461059 29507.5 0.1612839 32350.5 0.173368 35984.5 0.1575463 30924.3 0.1504252 31336.2 0.1392448 33368.5 0.1343526 35601.9 0.1274397 16719.7 0.1244001 23671.1 0.1206034 23630.8 0.0098219 4633.3 0.0102861 6737.8 0.0105178 5166.1 0.0106845 6864.3 0.0100335 3661.7 0.0097785 2908 0.0098638 11414.7 0.0015111 3783.3 0.0015799 3516.1 0.0018305 4 0.0018821 4 0.0016768 2547.2 0.0015656 694.4 0.0014675 30.3 0.0107138 237 0.0093537 4 0.0078072 2415.4 0.0099819 9148.1 0.0100354 5927.5 0.0103531 2361.1 0.0123044 841 0.010723 827.9 0.0101455 759.9 0.010337 406.1 0.0100335 1770.7 0.0097785 6330.1 0.008709 7770 0.0034014 48.1 0.003541 4 0.0033883 79 0.0044253 363.5 0.0051094 622.5 0.0060501 1670.1 0.0067466 0.0075595 0.0042605 0.0046192 0.0039823 0.0103531 0.0215866 0.0386568 0.0434364 0.0477762 0.05704 0.0682699 0.0799933 0.0282358 0.0342867 0.0354298 0.0385654 0.0416377 0.0437902 0.0449914 0.0447 0.0282552 0.032655 0.0410361 0.0465911 0.0502538 0.0525581 0.0544359 0.0567651 0.0582604 0.0574989 0.2455247 0.2530187 0.2374147 0.270477 0.2442356 0.217717 0.2265875 0.2330499 0.2334088 0.2167883 0.224009 0.218284 0.216884 0.043748 0.0448554 0.0482082 2251.2 1831.8 4 4 3221.1 3992.3 5662.1 10260.9 14198.7 23036.4 26066.8 18600.6 21061.4 4 4 4 6078.5 10256.3 16922.6 21252.1 4 3485.8 3718 4182.6 5257.6 7288.8 8144.5 10546.3 11741.3 10711.4 13686.6 8514.2 13301.5 13310.6 15823.8 11256.7 13139.6 10190.6 8618.4 14555.9 7167.1 10089.3 8655.1 8639.5 8212.8 7350.2 7847.3 0.0442745 0.0490223 0.0508245 0.0536068 0.0551279 0.0575533 0.0560285 0.0545659 0.0536406 0.052567 0.0028572 0.0054296 0.0101344 0.0130573 0.0161692 0.0204494 6974.6 727 1198.6 1223.4 13563.1 7195.7 6318.4 7265 3356.5 11151.5 4 6097.3 9606.9 4670.7 7095.9 11355.8 CODE BOOK FOR Vodka Data BrandName - Name of a brand ID – record ID number Year - Year DollarSales – Dollar sales of 9L cases PricePerUnit – Price of a 9L case (DollarSales/TotalSales) Mag – Magazine advertising expenditure News- Newspaper advertising expenditure Outdoor- Outdoors advertising expenditure Broad- Broadcast advertising expenditure total-ad- Total advertising expenditure MarketShare – Brand’s market share
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