Uploaded byDavid Eberle
Absolut Vodka
The document discusses consumer demographics, competition, and marketing strategies focusing on premium vodka brands like Grey Goose and Absolut. It highlights key consumer segments across various global regions and emphasizes the emotional benefits of branding and advertising for these products. Additionally, it suggests recommendations for future campaigns and product positioning to enhance brand awareness and customer engagement.
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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