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Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
Absolut Vodka
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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 …

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.

Published in: Business, Education
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Transcript

  • 1. Introduction Introduction Imagine the freedom Customer if Competition everything was perfect RelevanceRecommendatio ns
  • 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. 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. 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. Competition: Selection Introduction Customer Competition Relevance vs.Recommendatio ns
  • 6. Relevance: Overview Antes Drivers Introduction Customer Competition Neutrals Fool’s Gold RelevanceRecommendatio ns source: The McKinsey Quarterly (2003, No. 4)
  • 7. Relevance: Fool’s Gold Introduction Winter Wheat Scientific Customer Competition Bränndvin Culture specific Viking’s Strength RelevanceRecommendatio ns Features Reason of failure
  • 8. Relevance: Overview Antes Drivers Introduction Customer Competition Neutrals Fool’s Gold RelevanceRecommendatio ns source: The McKinsey Quarterly (2003, No. 4)
  • 9. Relevance: Antes Grey Goose & Absolut Introduction Different Flavors Customer Drink Recipes Good Experience Competition Premium Vodka Purity RelevanceRecommendatio ns Features Emotional Benefits
  • 10. Relevance: Antes Grey Goose & Absolut Unique Bottle Introduction Advertising Customer Exclusivity Competition RelevanceRecommendatio Brand Awareness ns Features Emotional Benefits
  • 11. Relevance: Overview Antes Drivers Introduction Customer Competition Neutrals Fool’s Gold RelevanceRecommendatio ns source: The McKinsey Quarterly (2003, No. 4)
  • 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. Relevance: Drivers Absolut Art Introduction Customer Superiority Understanding Competition Belonging RelevanceRecommendatio ns Features Emotional Benefits
  • 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. What is missing? Campaigns Togetherness Introduction Customer Fun & Happiness Competition Relevance Products Future orientedRecommendatio ns Features Emotional Benefits
  • 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. Recommendations: Products Introduction Customer Competition Relevance ? ? ?Recommendatio Absolut Eco Absolut Health Absolut Spicy ns
  • 18. Recommendations Introduction IN AN ABSOLUT WORLD Customer Competition How would your Thammasat be? RelevanceRecommendatio ns

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