Absolut Vodka Brand Audit
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Absolut Vodka Brand Audit

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A group project and presentation that focused on Absolut Vodka. The results compared the brand\'s stated identity, the perceived brand image by consumers (through a focus group and survey), with ...

A group project and presentation that focused on Absolut Vodka. The results compared the brand\'s stated identity, the perceived brand image by consumers (through a focus group and survey), with analysis and recommendations based on the Customer Based Brand Equity Model (CBBE)

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  • Over 100 years ago, in 1879 Lars Olsson Smith introduced his masterpiece, Absolut Vodka. ABSOLUT VODKA is produced from winter wheat, a hardy wheat grain that gives ABSOLUT VODKA its smooth grain character. Every year approximately 80,000 tons are used to produce ABSOLUT VODKA. Over one kilo (two pounds) of grain is used for every one-liter bottle. ABSOLUT VODKA uses a unique process called continuous distillation, introduced in the nineteenth century by “The Vodka King”, Lars Olsson Smith. ABSOLUT VODKA is distilled hundreds of times until all impurities have been removed.
  • Wine, beer and vodka are the winners! The first graphs shows what people drink, therefore in our sample there are 95% of vodka consumers, 92% of beer consumer and 95% of wine consumer. At the same time we can see in the second graphs that vodka share usage consumption with beer consumer (81%) and Wine(89%). This is a important finding because we know who our competitors are outside of vodka category. The implications is that we need to enhance usage occasion within actual consumer taking sales from beer. Later we will have more support to this initiative.
  • About the breath of the awareness. We find that our consumer drink vodka mainly in nihgt club and pub this are 58% of the cases, while the following ocassions are drink at home and in BBQ with 13% each. That´s mean that we should encourage consumption in this last ocassions. Also just a few drinking straight, 27% of the sample prefer mixed with lemonade and 20% with Orange drinks. Then ……let’s give an already mixed drink!
  • We have good depth of brand salience, the brand name and the logo are working!!! First the brand name people like it (97%), it’s consider classy, easy to remember, and original and unique. And it was recognized in the 91% of the cases!!! It’s and important Point of Difference so…..let’s not change the name neither the logo!
  • What about the bottle??? Consumer love it!!! 93% of the sample can recognized it even if we take the name away. It has strong association as unique, different, original and stylish. It represent a strong POD. Let’s keep the bottle, any update must be minor in the whole bottle design. I have doubt about put enhance design bottles…..
  • Consumer recognize the slogan but because the name Absolut in in there, it’s not recalled (I need to understand this!!) The percentages are high but not as much as other brand elements have Then, increase the recall, recognition and awareness as a way of increase the familiarity. And maintain the characteristic sophistication.
  • Within free associtaion we find that our ocnsumer think in absolut as: the bottle, Flovours and advertising. While Smirnoff is percieved as Smirnoff ice, cheap and Red. To decrease these POD we will need to compite with Smirnoff ice…..also we have to develop the idea of absolut as a drink with style but affordable……and about the colour…we are right let’s smirnoff be red, absolut is blue!
  • About personality we can said Absolut is perceived as it wants…..is exciting, reliable and sophisticated…..not at all tough which is perfect. Sincere?
  • 25% can be classified as promoters of Absolut vodka in recommending to their friends (those scoring 9 and 10 in the scale), 38% as passives, and 33% as detractors. This means that 30% of the adorers of Absolut have a likelihood of recommend the brand 9 out of 10, the adopters of the brands that represent a 45% have a likelihood of recommend the brand of 8 out of 10, and so on. Therefore adorers score was 9, adopters 8 and acceptors 7 which are all very high. This means the brand is in the right track. more commitment and loyalty create more possibilities of recommendation Recomm. Enhance brand loyalty and maintain relationship within those consumer that are today loyal Enhance brand image and maintain relationship within vodka consumers.
  • Smirnoff and Absolut have a very similar behaviour regarding the loyal consumers of the brand Absolut adopters and adorers represent 75% of the total consumers, while Smirnoff has 72%. Absolut is clearly strong between women than men, the high numbers of adorers and adopters that Absolut have in the women group is 82% where the Adorers represent 43%! Within the men Absolut just have 12% of adorers which is half of what Smirnoff have 12%. Both brands, Smirnoff and Absolut are stronger within the female consumers than male consumer, and both brands have a large base of adopters: Women; Absolut 39% and Smirnoff 43%. Men; Absolut 53% and Smirnoff 42% Recomm. enhancing brand image and performance of the brand in order to increase loyalty between adopters and acceptors (potential of 83% brand switching cobvert them into Absolut adorers) enhancing brand image and performance of the brand between men in order to increase consumption and loyalty between adopters, and acceptors. Create relationship campaign within Women Adorers in order to capitalize their loyalty.
  • Absolut is confronting the same problems as other market-leading brands like Coca-Cola, in that everybody knows who they are, but what are they known for; particularly in the male segment of the target market? Across the responses from the survey, we discovered a gap between the fondness, connection and affiliation for the brand between the genders. We thought that a new advertising campaign that appealed more to men or a separate campaign would be detrimental to overall brand equity. It’s not a male or female brand. It’s attractive to and connects with both genders, we just need to tweak the communication to our target market in order to achieve continual top-of-mind brand awareness across a range of social situations. In order to achieve continual top-of-mind brand awareness, we decided that it would more advantageous to complement the advertising campaign by leveraging secondary associations with clever: -celebrity endorsements, and -product placements in movies and television, that align with the Absolut brand ( smart, stylish, creative and witty brand attributes). For example: -Having George Clooney (highly recognised as a stylish man; appealing to both genders) drinking Absolut and used in magazine interviews and reviews. -Place the product in prominent places in movies such as Oceans 11 (aligning with the sophisticated, stylish and innovative brand attributes).
  • Additional to the provision of a range of Absolut promotional cues to increase continual top-of-mind awareness, we recommend that Absolut leverage secondary associations of connecting the attributes of: -prestige, -sophistication, -tradition, -innovation, and -fun at a party; in a way that is more appealing to men by sponsoring and holding ‘marquee events’ such as the Melbourne Cup, and the Sydney to Hobart Yacht race. These secondary associations will link-in and resonate positively with the brand attrubutes, as well as, creative a typical Absolut celebratory environment. Melbourne Cup Carnival & Absolute Cut [I’m assuming that the information about Absolut Cut will be discussed prior to this.] As discussed earlier, in order to c apitalise on the popularity of Absolut Flavours and to reach new markets, we recommended the brand extension and re-launch of Absolut Cut. The re-launch will occur with the sponsorship of a race during the Melbourne Cup carnival, and also the ‘fashions of the field’ event traditionally held during the races. As the Melbourne Cup carnival is an international event, the additional free press coverage for the re-launch will be a significant benefit to the brand. Absolut will have a large marquee at the Melbourne Cup carnival, filled with Absolut (of course) and great times for VIPs, invited guests (from the website), and brand conscious Opinion Leaders. Absolut City Absolut is a global brand. Absolut have brought out limited editions of flavoured varieties of their vodka that celebrate spirited (pun intended) cities where the residents enjoy their spirits. The first one, introduced in July 2007, was named Absolut New Orleans. To tie the brand to a local presence we recommend the extension of this marketing scheme onto Australian shores. Absolut donates some of the profits from these limited versions of flavoured vodka to charities in those cities and we suggest that they continue this good will gesture. Integrated marketing and communications for Absolut City: During the Melbourne Cup carnival but after the relaunch of Absolut Cut; Absolut will announce the extension of the Absolut City program. Consumers will be asked to visit the Absolut web site to vote on which city will be next to get its own Absolut flavor, in summer 2009. The winning city will be announced at the start of the Sydney to Hobart yacht race. The final factor will be for our target market to help in the creation of a ‘flavour’ reminiscent of the city. For example: Absolut BROOKLYN (City limited edition; red apple and ginger flavour. Launched in May 2010.
  • Can we make a flashy business card with that info? If not, ok- but it would look great!
  • Marketing Integration Relationship Marketing and Technology Create direct marketing campaigns in nightclubs and pubs (already discussed). The brief to the agency will be to create our social networking websites will appeal to all target groups and to stress the quality aspect. The websites also have to follow our overall communications platform. The latest online tracking has shown that people who have visited our website have a stronger relationship with the brand compared to non-visitors in the target group, so we believe that absolut.com gives the consumer a creative experience as well as information on the Absolut brand. Integration of Activities We will connect with our brand Opinion Leaders by holding teaser events and serving the latest Absolut flavours, including testing the yet to be launched Absolut Cut. This will further connect and build a relationship with our consumers. Why? We want vodka to be the drink of choice at any celebration, event or occasion. Invite Opinion Leaders, local celebrities, and a sample of consumers from our website database to the Launch of CUT at the Absolut Marquee at the Melbourne Cup.
  • Need pic of Absolut in-store display
  • Need pic of Absolut in-store display

Absolut Vodka Brand Audit Absolut Vodka Brand Audit Presentation Transcript

  •  
  • Carol Cheong Ray Johnson Chris Mahar Marcela Mendez Andrea Salas ABSOLUT VODKA BRAND AUDIT
  • ABSOLUT AGENDA
    • Background
    • CBBE Model
    • Four A Model
    • Summary of Findings
    • Recommendations
  • ABOUT ABSOLUT
    • ABSOLUT VODKA was introduced in the US in 1979
    • Today It is the 4th largest international premium spirit in the world
    • It is available in 126 markets. (source: Impact International).
    • Since its launch Absolut has achieved significant global sales growth, from 90 thousand litres in 1979 to 96.6 million litres in 2007
    • Every drop of ABSOLUT VODKA comes from one source, the village of Åhus in southern Sweden
    2009 Aust Alcohol Consumption Per Capita Source: ABS
  • ABSOLUT STRATEGY
    • Core Values
    • Clarity, simplicity and perfection
    • Target Market
    • Primarily urbanites
    • Men and women ages 25 to 34
      • Psychographics characteristics
        • Young, up and coming individuals
        • Highly conscious of wanting to succeed in their life both professionally and personally
        • Interested in new trends in fashion, music and design and they typically know what’s going on in these areas.
  • METHODOLOGY
    • Qualitative
    • 1 Focus Group
    • 15 Participants
    • Quantitative
    • Responses from 44 Surveys
    Age Distribution
    • CBBE MODEL
    Feelings Brand Salience Imagery Performance Resonance Judgments
  • Within the spirit category We have Top of Mind Awareness! Within the vodka category   SALIENCE IMAGERY PERFORMANCE FEELINGS JUDGEMENTS RESONANCE  
    • By gender Absolut is less popular within Male consumers than Smirnoff
    • Poor depth of awareness comparing with Smirnoff
    • Maintain awareness with females and enhance it within males
    But…..not as good for Males
    • High penetration in Vodka, beer and wine categories
    • High number of consumers are switching between Vodka and other categories
    • Bring beer consumers to vodka
    Wine, Beer and Vodka the winners of the category….. Beer wine Rum Scotch Category penetration
    • People consume Vodka in Pub and night Club (58%) but not as much at Home and BBQ (26%)
    • Let’s give them a ready to drink (RTD) !
    Vodka is consumed at night…..
    • They like it mixed (100%)!!!
    • Favourite mixed; Lemonade (27%) and Orange (20%)
    • Increase consumption occasions
  • Good depth of brand Salience: Brand Name- Logo
    • Consumers like the brand name (95%), easy to remember, recognizable, familiar and unique.
    • Also up market and classy
    • We have brand recognition
    • Important POD, worldwide brand
    • We should not change the name or logo
  • A strong POD  Absolut Bottle
    • Consumers love it!!!
    • Bottle is highly recognizable (93%)
    • Strong associations as unique, different, original and stylish.
    • Represent a strong POD
    • Don’t change the bottle!
    • The consumer recognized that the slogan was from Absolut (because the name is in it); but the slogan was not recalled.
    • Increase slogan recall, recognition and awareness (way of increasing familiarity).
    Slogan is good, but do you know it?
    • Smirnoff POD
    • Smirnoff Ice
    • Cheap
    • Red
    • Absolut POD
    • Bottle
    • Flavours
    • Advertising
    • Decrease some Smirnoff POD
    • Compete with Smirnoff Ice
    • Enhance the idea of stylish but affordable
    Interesting brand associations.… OK
  • They aren’t just after our looks….
    • Customer perceptions of Absolut align well with desired corporate image…..Exciting, Sophisticated and Reliable. Not at all Tough
    • Absolut is perceived as significantly higher quality, yet Smirnoff is perceived as greater value for the price. The prices are not as different as people think!
    • Improve brand perception about the performance (Value)
    • Any initiative must be careful not to damage brand equity – tricky!
    High quality, but perceived as expensive! Absolut $39.50 Smirnoff $35 (Average from 8 stores)
  • Smirnoff Points of Difference Absolut lags behind Smirnoff in the performance attributes of purity and heritage. 0.3 0.52 0.38 0.57 0.99 1.03
    • Current campaign is on the right track, focusing on the product, production process and the key performance attributes of taste, purity, and heritage .
    • Keep the ad campaign!
      • “ Doing things differently leads to something exceptional"
      • "Differently" is woven in wheat and describes the primary ingredient for the vodka , " doing" is carved from a glacier to depict the purity of the water used in Absolut.
      • This campaign has the ability to increase Absolut's stature as a complete product with brand imagery, leveraging its product quality
    Creating Points of Parity
    • Current campaign is on the right track, focusing on the product, production process and the key performance attributes of taste, purity, and heritage .
    • Keep the ad campaign!
    • Absolut has done an outstanding job of building the attributes of style, status, classiness, and innovation
    • Absolut scores better in flavours, but why isn’t the brand at more bars/bottle shops?
    Encourage visibility of flavours, maintain PODs! Absolut Points of Difference
    • Overall attitude towards the brand was higher between females (1.7) than males (1.33)
    Overall attitude is good but much higher with Women
    • Absolut needs to maintain their superior brand equity over Smirnoff while complementing their marketing and communication strategy to enhance appeal to men
  • ABSOLUT AGENDA
    • Background
    • CBBE Model
    • Four A Model
    • Summary of Findings
    • Recommendations
  • Absolut Consumer Loyalty Acceptors (10%) “ I drink Absolut but just occasionally ” Adorers (30%) “ Absolut is almost the only brand that I consume“ Adopters (45%) “ Absolut is one of my favourites along with others” Availables (13%) “ I don’t know much about Absolut ”
  • Category Loyalty
    • Impressive number of committed consumers in Vodka, Beer category
    • High number of consumers are switching between Vodka and other categories
    • Maintain the brand within the actual consumers of the category, creating more consumption occasions gaining a higher share of overall alcohol purchases, especially from Beer
  • Brand Resonance (Loyalty)
    • 25% can be classified as promoters of Absolut vodka in recommending to their friends (those scoring 9 and 10 in the scale), 38% as passives, and 33% as detractors.
    • The adorers of Absolut (30%) have a likelihood of recommend the brand 9 out of 10 while the adopters (45%) have 8 out of 10, and so on
    • Enhance brand loyalty in the second group of consumers (adopters) and maintain relationship within those consumer that are currently loyal
  • Male consumers aren’t as loyal to the Brand!
    • 83% of the consumers that drink Absolut drink Smirnoff as well (potential market share increase!!)
    • The number of committed males with Absolut are half of the number of Smirnoff (12% vs. 21%) and 1/4 compared with females (12% vs. 43%)
    • 53% of Absolut males consumers belong to the Adopter group (2nd)
    • Enhance brand image and performance in order to increase loyalty/ commitment and between adopters
    • Use potential of 83% brand switching to convert consumers into Absolut adorers
    • Create relationship campaign within Women Adorers and adopters in order to capitalize their loyalty and create new adorers
    83% 25% 13% Brand Switching – Consumers that drink Absolut + Other brand
  • SUMMARY OF FINDINGS
    • Switching between Vodka and beer
    • High amount of loyal consumers in Vodka category
    • Vodka is an “all occasion drink”
    • Absolut does not have TOMA with male consumers
    • Men who are committed to Absolut represent only half that are as loyal to Smirnoff (12% vs 21%)
    • Flavours are a POD but it’s not easy to buy in night clubs or bars.
    • Consumers can not recall the slogan
    • 53% of Absolut males consumers belong to the Adopter group
    • Absolut ranked lower than Smirnoff in the purity, taste and heritage attributes.
    • Absolut ranks higher in quality than Smirnoff but with less value for the price
    • I ncrease consumption occasions- penetrate beer/wine categories
    • Appeal more to men among adopters and acceptors.
    • Capitalize on adorers, female loyalty, and create new adorers through a relationship campaign
    • Increase visibility in the following areas: Availability of Flavours, Value, Slogan
     Brand Issues Brand Objectives
  • 1. Maintain, ad campaign, logo, bottle, PODs Classy Sophisticated
    • Absolut Cut (Ready To Drink) launched in AUS, CA, UK in 2004
    • Big Hit in Australian Market
    • Flop in Canada, UK
    • Ownership pulled out completely
    • Shift focus to “main brand – high-end”
    2. Brand Extension: Re-Launch Absolut Cut
    • Why Re-launch Absolut Cut?
    • New Ownership (Pernot Ricard) - New Goals:
      •  Interest in reaching new markets- wants Absolut to appeal to a larger market
      • 38% of respondents consumed beer/wine but not vodka in the last 12 month
      •  RTDs compete with beer/wine
      •  Capitalize on popularity of Absolut Flavours
      •  Vodka drinkers were already mixing it
      •  Smirnoff Ice considered strong competitor POD
      •  Potential of U.S. Market in the future
    2. Brand Extension: Re-Launch Absolut Cut
    • Flavours
    • Absolut Citron Cut (Absolut and Lemonade)
    • Absolut Mandarin Cut (Absolut and Orange)
    2. Brand Extension: Re-Launch Absolut Cut 48% of vodka drinkers already mix with lemonade or orange
  • 3. Increasing Brand Equity (Image) for Men
    • Leveraging secondary associations with the brand
      • Celebrity endorsement
      • Clever product placement in movies (Oceans 11), and in Print Media.
      • Enhance Male image without risk of affecting Female market
    • EVENTS
    • Leverage secondary associations in a way that is appealing to men.
    3. Increasing Brand Equity (Image) for Men
    • Party at the ‘Absolut Marquee’ at the following invitation only events.
      • Melbourne Cup
      • Sydney to Hobart Yacht Race
    • Launch of Absolut “Cut” at the Melbourne Cup.
    • PR : Press kits and press releases at each of these events.
  • 4. Relationship Marketing
    • Include a flashy business card that has:
      • 1.The recipe they just tried
      • 2.The Absolut website with a link to the Free Drinkspiration iPhone App
      • Knowledge that signing up for this app will give them access to:
      • secret Absolut Events
      • new product samples
      • the ability to earn points toward great prizes (vintage Absolut posters etc.)
    BTL campaign in nightclubs and pubs and relationship marketing campaign Have Absolut marketing staff hand out cocktails inspired by Absolut flavours
  • 4. Relationship Marketing
    • Social Media
    • Our Facebook link for the particular flavour to “become a fan”
    • Our Twitter handle @ Absolut Australia for more special offers and deals
    • Absolut CUT
    • The Absolut “Concoction” Cut
    • Send product samples to Opinion Leaders.
    • Invite Opinion Leaders to teaser events.
  • 5. Visibility of Price, Flavours, and Slogan using Retailers
    • “ Win the visibility war” contest through the sales channel to generate more visibility and availability
    • Large Absolut Bottle Displays
    • Prominently placed in stores
    • Large eye-catching pricing
    • Wide range of Absolut products
    • Negotiate slotting fees
    • Use retailers to relay competitive pricing message through
    • print advertising
    • Incorporate slogan into displays and ads
  • 5. Visibility of Price, Flavours, and Slogan using Retailers Liquorland Flyer In-Store Display Pub/Club Display $39.50 $39.50 $21.50 $39.50
    • Increase consumption occasions
    • Increase brand availability and visibility in connection moments for males .
    • Enhance brand image in order to appeal more to men
    • Any initiative must be conscious in not damage the actual positioning and brand equity
    • Highlight the taste, purity and heritage attributes of the brand
    • Improve brand perception about the performance (price/ quality) of the brand .
    • Create relationship campaign within Adorers to capitalize their loyalty
    • Campaign appealing to men and women
    • Increase commitment between men adopters and acceptors
    • 5. Maintain current advertising campaign ; focused on the actual product and production process.
    • Use distribution networks to combat price/quality gap though prominent placement in stores and large displays with attention-grabbing pricing
    1. Brand extension – Relaunch Absolut Cut 2. “Win the visibility war” contest through the sales channel 3. Increase exposure to slogan through multiple channels BTL: delivering Cocktail recipes and promotions at bars.
    • 6. Relationship Marketing.
    • Offline and Online Campaign creating interaction, and awarding loyal consumers
    • Events
    • Integration of web page, Social Networks and mobile applications.
    • 4. Increase brand equity (Image) for men. Leverage secondary brand associations.
    • Sport events
    • Celebrities
    • Product placement in movies, magazines, etc.
    Resonance-Loyalty Performance - Judgement Salience – Awareness Image – Feelings
    • Questions?
    Thank You!