Absolut Vodka

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Absolut Vodka does not only taste great but also has a unique brand and a great marketing strategy and advertising material. This presentation digs deeper into Absolut Vodka's brand positioning and introduces possible enhancements to the company's strategy and products.

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Absolut Vodka

  1. 1. Introduction Introduction Imagine the freedom Customer if Competition everything was perfect RelevanceRecommendatio ns
  2. 2. The Absolute Consumer Age: 25-40 Sex: Males & Females Location: North Europe & North America Introduction Customer cosmopolitan Competition sophisticated Relevance affluent culturally awareRecommendatio ns moderate – high socio-economic status
  3. 3. The Prospected Consumer Segmentation based on location: Western countries: 25-60 years old Asia: 25-40 years old Introduction South America: 30-50 years old Customer Brick countries: Global Expansion into China & Brazil Competition Why not India or Russia? Relevance early adoptersRecommendatio contemporary ns function-oriented moderate income level
  4. 4. Competition: Analysis sales volume Introduction sales: 24.3m sales: 10.7m price: $10 price: $25 Customer Competition price level RelevanceRecommendatio ns sales: 2.3m price: $40
  5. 5. Competition: Selection Introduction Customer Competition Relevance vs.Recommendatio ns
  6. 6. Relevance: Overview Antes Drivers Introduction Customer Competition Neutrals Fool’s Gold RelevanceRecommendatio ns source: The McKinsey Quarterly (2003, No. 4)
  7. 7. Relevance: Fool’s Gold Introduction Winter Wheat Scientific Customer Competition Bränndvin Culture specific Viking’s Strength RelevanceRecommendatio ns Features Reason of failure
  8. 8. Relevance: Overview Antes Drivers Introduction Customer Competition Neutrals Fool’s Gold RelevanceRecommendatio ns source: The McKinsey Quarterly (2003, No. 4)
  9. 9. Relevance: Antes Grey Goose & Absolut Introduction Different Flavors Customer Drink Recipes Good Experience Competition Premium Vodka Purity RelevanceRecommendatio ns Features Emotional Benefits
  10. 10. Relevance: Antes Grey Goose & Absolut Unique Bottle Introduction Advertising Customer Exclusivity Competition RelevanceRecommendatio Brand Awareness ns Features Emotional Benefits
  11. 11. Relevance: Overview Antes Drivers Introduction Customer Competition Neutrals Fool’s Gold RelevanceRecommendatio ns source: The McKinsey Quarterly (2003, No. 4)
  12. 12. Relevance: Drivers Grey Goose Cork Lid Introduction French Nobility Upper Class Customer High Pricing Snobbish Competition RelevanceRecommendatio “best taste” Uniqueness ns Features Emotional Benefits
  13. 13. Relevance: Drivers Absolut Art Introduction Customer Superiority Understanding Competition Belonging RelevanceRecommendatio ns Features Emotional Benefits
  14. 14. Relevance: Drivers Absolut Introduction Absolut World Customer “The Absolut Superiority Competition World is a better place to be” Belonging RelevanceRecommendatio Responsibility ns Features Emotional Benefits
  15. 15. What is missing? Campaigns Togetherness Introduction Customer Fun & Happiness Competition Relevance Products Future orientedRecommendatio ns Features Emotional Benefits
  16. 16. Recommendations: Campaigns Absolut Invitation Absolut NoCurfew •Bottle Service •Special events •Absolut Bucket •Presence at selected clubs Introduction •Principle of “Join our bottle.” Customer Competition RelevanceRecommendatio ns
  17. 17. Recommendations: Products Introduction Customer Competition Relevance ? ? ?Recommendatio Absolut Eco Absolut Health Absolut Spicy ns
  18. 18. Recommendations Introduction IN AN ABSOLUT WORLD Customer Competition How would your Thammasat be? RelevanceRecommendatio ns

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