Absolut Vodka Marketing

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Analysis the advertising campaign "In An Absolut World" 2007 of Absolut Vodka.

The Ad was analyzed was "Currency Wil Be Replaced With Acts Of Kindness"

Published in: Business, Technology

Absolut Vodka Marketing

  1. 1. Thursday, June 30, 2011
  2. 2. 30 YEARS CAMPAIGNThursday, June 30, 2011
  3. 3. STYLISH SMART SUPERIOR QUALITY 30 YEARS CAMPAIGN CONTEMPORARY CREATIVE UNEXPECTEDThursday, June 30, 2011
  4. 4. IN A “ABSOLUTE WORLD” LE VU / RISSA TANURAHARDJA / JINGCHEN XUE / LI NAN HANThursday, June 30, 2011
  5. 5. Thursday, June 30, 2011
  6. 6. AboutThursday, June 30, 2011
  7. 7. About Target MarketThursday, June 30, 2011
  8. 8. About Target Market AnalysisThursday, June 30, 2011
  9. 9. About Target Market Analysis ResultThursday, June 30, 2011
  10. 10. ABOUT ABSOLUTThursday, June 30, 2011
  11. 11. 1879 by Lars Osson Smith Made in Sweden. Sold nationwide under the name "Absolut Rent Brännvin". Global market in 1979. The 4th largest international spirit & available in 126 countries.Thursday, June 30, 2011
  12. 12. Positioning: ”stylish, unexpected, witty brand of superior quality” Winners: Excellence in Marketing awards at a CMO Summit Campaign : Absolut Book: The Absolut Vodka Advertising Story, sold 300,000 copies.Thursday, June 30, 2011
  13. 13. “ ” Fanciful scenarios : target audience think would constitute a perfect, or "Absolut", realityThursday, June 30, 2011
  14. 14. TARGET MARKET BRAND EQUITYThursday, June 30, 2011
  15. 15. •Primarily urbanites Target Market •Men and women ages 25 to 45 •People who use absolute as their main brand •Highly conscious of wanting to succeed in their life both professionally and personally Personalities •Interested in new trends in fashion, music and design and they typically know what’s going on in these areas •People who is coming individuals In An •People with this kind of value orientation “Absolut World” •Can be characterized as open-mined, active and passionate.Thursday, June 30, 2011
  16. 16. Has great breadth and depth of remembrance in the premium vodka segment. It is considered a vodka of quality, superior taste and price, with different design. It is associated with fun, celebration, joy, enthusiasm, self-esteem and social approvalThursday, June 30, 2011
  17. 17. IN A “ABSOLUT WORLD”Thursday, June 30, 2011
  18. 18. ABSOLUT ADVERTSThursday, June 30, 2011
  19. 19. Thursday, June 30, 2011
  20. 20. OBJECTIVE Communicate the brand’s leadership & quality Customer can take part in the discussion about the Vision of Absolut World?Thursday, June 30, 2011
  21. 21. OBJECTIVE “What if everything in the world were approached with the same ideals with which ABSOLUT approaches vodka?”Thursday, June 30, 2011
  22. 22. CURRENCY WILL BE REPLACED WITH ACTS OF KINDNESSThursday, June 30, 2011
  23. 23. SITUATION MESSAGES April, 2007: A new visionary TV Valentine day commercial depicting a Competitors: large food world where companies are using transactions are paid aggressive advertising to for with affection and put down competitors gratitude, rather than currency Recession StartThursday, June 30, 2011
  24. 24. •Needs for perfection -> thinking about “Absolut World” Freudian Theory •Needs for expression: provoking our audience to express themselves and their opinions •Needs for satisfy their Curiosity Neo- •Want to be love, social interact with other Freudian person Personality Theory •Care about the world, social responseThursday, June 30, 2011
  25. 25. CONSUMER PERCEPTION The original bottle of ABSOLUT was created in 1979 was inspired by a Swedish medical glass of the eighteenth century. To achieve this level of attachment of the symbol in the minds of its consumers, ABSOLUT has created more than 1,500 stocks and ads using the design of its bottle.Thursday, June 30, 2011
  26. 26. CONSUMER PERCEPTION Brand elements to differentiate the product line, the logos are adapted from the same identity. Deletes the term "vodka", which already has high significance, and uses the name of the aroma / flavor with the same type.Thursday, June 30, 2011
  27. 27. SIMPLE BUT SOPHISTICATEDThursday, June 30, 2011
  28. 28. CAMPAIGN EVALUATIONThursday, June 30, 2011
  29. 29. CAMPAIGN RESULT Customer self-worth — Customer Value Absolute World Customer Satisfaction More experience — Use less money to experience Customer Trust the best Customer Retention Brand culture — Absolute pureThursday, June 30, 2011
  30. 30. CAMPAIGN RESULT Customer Value Customer Satisfaction Positive side —Loyalists or apostles Customer Trust Customer RetentionThursday, June 30, 2011
  31. 31. CAMPAIGN RESULT Long relationship with consumer Customer Value Long history, 1979 Creating a sales miracle Customer Satisfaction Media power Customer Trust Special advertising & design Customer Retention Famous stars and artists 30years never change Keep itself still pureThursday, June 30, 2011
  32. 32. CAMPAIGN RESULT Customer Value All kinds of media for Customer Satisfaction ad Customer Trust Online ads, TV, Promotion Online service Customer RetentionThursday, June 30, 2011
  33. 33. THANKS YOUThursday, June 30, 2011

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