Absolute Vodka Marketing Plan
Target Market
Absolut Pure’s target market will consist of female consumers in their mid-twenties to mid-thirties residing in urban areas. We will focus on the middle to upper class Generation X and early Generation Y who possess a high disposable income and are willing to pay more for luxury products. Absolut Pure will appeal to women driven by their need for social status and recognition. Absolut Pure will target environmental and health conscious consumers, who are therefore interested in purchasing premium organic products. These women are trendy, interested in fashion and music. This new, and evolutionary vodka will be launched with the intentions of capturing the sophisticated vodka drinker, while avoiding glamorizing underage drinking and/or over consumption.
Marketing Mix
Product
Absolut Pure is 100% organic vodka produced from winter wheat. The smooth and clear taste reflects its use of natural ingredients. The bottle will retain the signature shape of Absolut’s trademark, but will feature a new feminine hourglass center. The hourglass design will be an optical illusion, as the inner glass will be thicker towards the centre, giving the impression of a curved middle. To communicate our organic ethos, the bottle will be composed of recycled glass and contain green accents. For convenience, Absolut Pure will be sold in 330 mL, 750 mL and 1182 mL. This adapted bottle will highlight the new product line, catching the eye of current and prospective Absolut consumers.
Price
Currently, premium vodka is competitively priced at approximately $30.00/750 mL. Since our new product (Absolut Pure) will be an organic version of regular vodka, the price will increase to $34.99/750 ml. The pricing strategy is based on communicating a prestigious image to the consumer. Consumers will be willing to pay more for an organic product and use our Absolute Pure as a vehicle for achieving social status. The higher price reflects exclusivity and enhances brand image.
Absolut Pure’s target market will consist of female consumers in their mid-twenties to mid-thirties residing in urban areas. We will focus on the middle to upper class Generation X and early Generation Y who possess a high disposable income and are willing to pay more for luxury products. Absolut Pure will appeal to women driven by their need for social status and recognition. Absolut Pure will target environmental and health conscious consumers, who are therefore interested in purchasing premium organic products. These women are trendy, interested in fashion and music. This new, and evolutionary vodka will be launched with the intentions of capturing the sophisticated vodka drinker, while avoiding glamorizing underage drinking and/or over consumption.
Marketing Mix
Product
Absolut Pure is 100% organic vodka produced from winter wheat. The smooth and clear taste reflects its use of natural ingredients. The bottle will retain the signature shape of Absolut’s trademark, but will feature a new feminine hourglass center. The hourglass design will be an optical illusion, as the inner glass will be thicker towards the centre, giving the impression of a curved middle. To communicate our organic ethos, the bottle will be composed of recycled glass and contain green accents. For convenience, Absolut Pure will be sold in 330 mL, 750 mL and 1182 mL. This adapted bottle will highlight the new product line, catching the eye of current and prospective Absolut consumers.
Price
Currently, premium vodka is competitively priced at approximately $30.00/750 mL. Since our new product (Absolut Pure) will be an organic version of regular vodka, the price will increase to $34.99/750 ml. The pricing strategy is based on communicating a prestigious image to the consumer. Consumers will be willing to pay more for an organic product and use our Absolute Pure as a vehicle for achieving social status. The higher price reflects exclusivity and enhances brand image.
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