this would be my marketing plan for absolut vodka if i was the marketing head of the company

1. Absolut Vodka

2. Introduction
• Leading brand of Premium vodka offering the
true taste of vodka in original or your favorite
flavors made from natural ingredients.
• Absolut is the third largest brand of alcoholic
spirits in the world after Bacardi and Smirnoff.
• Owned by French group, Pernod Ricard.

3. BCG Matrix
 Cash cow in some European countries like
Poland, Ukraine, Slovakia.
Dog in Russia
Star in India

4. STP(Segmentation, Targeting, Positioning )
• Segmentation –
– Demographic(What ?) –
• Age – 18-35 years
• Sex – Male and Female(especially)
• Income – High disposable income group
• Religions – All except Muslims
• Occupation – Higher Managerial, Administrative,
Professionals, College students, Businessmen
– Psychographic (Who ?)–
• Social class – Upper middle class
• Lifestyle – Party lovers, Socialites

5. – Geographical(Where) –
• Developed & Developing countries, Metros, Cities
– Behavioral (How)–
• Occasions – Regular, Special occasions (parties,
birthdays, dinners)
• Loyalty status – High brand loyalty

6. Targeting
• Primarily urbanites
• Men and women with ages from 18-35
• People with high disposable income

7. Positioning
• “People drink ads as much as
they drink vodka”
• Use of famous foreign models,
singers, actors
• Clever use of the word ‘absolut’
• Bring a feeling of awesomeness
through the ads
• Make creative ads which
associate to things that connect
to the upper class
Examples – Exotic locations,
Fashion, success, glamour
• Perfectly time the ads with
ongoing scenario.
Examples – AMUL.

8. Positioning
• The unique shape of the bottle helps in
marketing without the actual product being
showed in the ads
• Ads would be showcased on Newspapers,
Billboards, outside Bars, also on TV.

9. How would this help ?
• Would help to increase the proportion of
vodka drinkers, by converting vodka drinkers
into drinkers.
• Tends to increase the amount of vodka
consumed by average consumers by
increasing the frequency

10. Marketing mix – 4p’s
• Product
– Bottle size - 50ml, 200ml, 350ml, 375ml, 500ml, 700ml,
750ml, 1 lt, 1.2 lt, 1.5 lt,1.75 lt and 4.5 lt
– Design – Elégant bottle designs, each bottle nothing short
of collector’s item

11. • Product (contd) :
– Quality – Numerous times distilled, used a clean source of
water in the manufacturing process, very little aftertaste &
little to no burn
– Variants : All possible fruits and combinations of fruits,
flavor for each country, Limited editions

12. Price
• List price – Rs. 2500 for 750ml, Rs. 700 for
200ml, Rs.250 for 50ml
• Discounts only to the retailers if ordered in
bulk or ordered online

13. Place
• Bars
• Wine shops (specially at elite locations)
• Hotels
• Restaurants
• Pubs

14. Promotion
• Lot of care is taken during the manufacturing process.
• Showcase of that process will show how much efforts,
time, energy and extra care is being taken.
– Example : Making the employees stare at one bottle for 15
minutes and if single flaw is found bottle is rejected
• Starting projects with artists and musicians
• Absolut bottles making appearances in tv shows,
movies and series.
• Sponsoring music events, high-profile events, DJ nights,
parties, concerts.
• Ads in fashion, sports, music magazines.

15. • James Bond’s favorite drink :
Bond said, ‘And I would like a medium Vodka dry martini —
with a slice of lemon peel. Shaken and not stirred, please. I
would prefer Russian or Polish vodka.’
Doctor No gave his thin smile an extra crease. ‘I see you are
also a man who knows what he wants.’