Pragati A S
Mba 1st sem
Absolut Vodka is a brand of vodka, produced near Åhus, Scania, in southern Sweden. Since March 2008, the company has been owned by the French firm Pernod Ricard, having been sold as a part of the V&S Group, which was owned by the Swedish government. Building on a four century tradition of producing vodka at Åhus, Absolut was introduced in 1879 by the entrepreneur Lars Olsson Smith. Absolut is the third largest brand of alcoholic spirits in the world after Bacardi and Smirnoff, marketed in 126 countries. The largest export market is the United States where close to 73 million litres are sold. More than 40% of the imported vodka in the United States is Absolut. The launch of absolute in united states:
It was introduced in the United States in 1979, by Carillon Importers, a division of International Distillers and Vintners, Ltd. (IDV), the United States marketing subsidiary of the British alcoholic-beverage marketing firm Grand Metropolitan. Before the rise of Absolut as Carillon’s star product, the company had focused on the orange- flavored liqueur, Grand Marnier Company website: www.absolut.com
The target market: The target market for Absolut has been described variously as • “anyone above 35,” to “the top of the pyramid,” • “the upper end, trend-setting, artsy crowd,” to “the ferociously hip.” • they used demographics while planning but the target market is described as “everyone above 21 and older with the ability to drink. The Absolut Advertising Strategy and media plan:
In the advertisement, an intentional spelling mistake was done to make it unforgettable. This strategy created a marketing history.In its advertising, the two-word slogan became the standard, as it was easy to remember. The product and the bottle became the strength in all its advertising campaigns making the ad smart, showy, savvy, sophisticated, stylish and sexy.
Much of Absolut's fame is due to its long-running advertising...
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