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. Introduction Introduction Imagine the freedom Customer if Competition everything was perfect Relevance Recommendatio ns
- 3. The Absolute Consumer Age: 25-40 Sex: Males & Females Location: North Europe & North America Introduction Customer cosmopolitan Competition sophisticated Relevance affluent culturally aware Recommendatio ns moderate – high socio-economic status
- 5. 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 adopters Recommendatio contemporary ns function-oriented moderate income level
- 7. Competition: Analysis sales volume Introduction sales: 24.3m sales: 10.7m price: $10 price: $25 Customer Competition price level Relevance Recommendatio ns sales: 2.3m price: $40
- 8. Competition: Selection Introduction Customer Competition Relevance vs. Recommendatio ns
- 9. Relevance: Overview Antes Drivers Introduction Customer Competition Neutrals Fool’s Gold Relevance Recommendatio ns source: The McKinsey Quarterly (2003, No. 4)
- 10. Relevance: Fool’s Gold Introduction Winter Wheat Scientific Customer Competition Bränndvin Culture specific Viking’s Strength Relevance Recommendatio ns Features Reason of failure
- 11. Relevance: Overview Antes Drivers Introduction Customer Competition Neutrals Fool’s Gold Relevance Recommendatio ns source: The McKinsey Quarterly (2003, No. 4)
- 12. Relevance: Antes Grey Goose & Absolut Introduction Different Flavors Customer Drink Recipes Good Experience Competition Premium Vodka Purity Relevance Recommendatio ns Features Emotional Benefits
- 13. Relevance: Antes Grey Goose & Absolut Unique Bottle Introduction Advertising Customer Exclusivity Competition Relevance Recommendatio Brand Awareness ns Features Emotional Benefits
- 14. Relevance: Overview Antes Drivers Introduction Customer Competition Neutrals Fool’s Gold Relevance Recommendatio ns source: The McKinsey Quarterly (2003, No. 4)
- 15. Relevance: Drivers Grey Goose Cork Lid Introduction French Nobility Upper Class Customer High Pricing Snobbish Competition Relevance Recommendatio “best taste” Uniqueness ns Features Emotional Benefits
- 16. Relevance: Drivers Absolut Art Introduction Customer Superiority Understanding Competition Belonging Relevance Recommendatio ns Features Emotional Benefits
- 19. Relevance: Drivers Absolut Introduction Absolut World Customer “The Absolut Superiority Competition World is a better place to be” Belonging Relevance Recommendatio Responsibility ns Features Emotional Benefits
- 22. What is missing? Campaigns Togetherness Introduction Customer Fun & Happiness Competition Relevance Products Future oriented Recommendatio ns Features Emotional Benefits
- 23. Recommendations: Campaigns Absolut Invitation Absolut NoCurfew •Bottle Service •Special events •Absolut Bucket •Presence at selected clubs Introduction •Principle of “Join our bottle.” Customer Competition Relevance Recommendatio ns
- 24. Recommendations: Products Introduction Customer Competition Relevance ? ? ? Recommendatio Absolut Eco Absolut Health Absolut Spicy ns
- 25. Recommendations Introduction IN AN ABSOLUT WORLD Customer Competition How would your Thammasat be? Relevance Recommendatio ns