V&S to have Absolut Vodka advertisements work well with the American consumer and their society; but without diminishing the original Spanish identity from the
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Marketing Audit: Burnett’s Flavored Vodka Over the past decade‚ the popularity of the spirit vodka has gone through the roof in terms of U.S Consumption. With many consumers looking for healthier‚ low calorie alternatives to beer‚ wine‚ and other dark spirits‚ Vodkas popularity comes as no surprise. The rise of vodka has also brought about another growing trend in the spirits industry and that is the growth of flavored vodkas. Flavored vodkas allow consumers with particular taste to enjoy an
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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
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VODKA MAKING PROCESS AND DISTILLING PROCESS Vodka is defined in the United States Standards of Identity as “neutral spirits so distilled‚ or so treated after distillation with charcoal or other materials‚ as to be without distinctive character‚ aroma‚ taste‚ or color.” As Vodka is a neutral spirit‚ it means that it can be obtained by the distillation of any product with fermentable carbohydrates on it‚ like grains (rye‚ corn or wheat) or products like potatoes‚ beets or sugar beets; even grapes
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reputation of V&S from 20th ranking to 2nd of the world’s vodka brand and leading premium vodka manufacturer of the world. By acquiring business‚ PR could expand their vodka business to world easily (especially US market) for the reason that it had a well-established brand name and consumers were familiar with such brand name. Further‚ financial objective was another motive for such acquisition since it offered PR a viable option to broaden their vodka portfolio to Ready To Drink (RTD) and Flavoured Alcoholic
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CASE STUDY IV.1 Absolut Vodka: defending and attacking for a better position in the global vodka market On a lovely day in March 2009 the CEO of V&S Absolut Spirits‚ Ketil Eriksen‚ packs his suitcase for the third time in the month for a business trip to the subsidiary in New York. In March 2008 France’s Pernod Ricard won the battle to buy the maker of Absolut vodka in a costly 35.63 billion (US$8.9 billion) deal that brings it nearly level in sales with global spirits leader Diageo. Pernod’s
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Brand Management and Communication Professor Sandor Czellar May 2010 ABSOLUT VODKA - BRAND ANALYSIS TEAM 8 Julien Bruderer David Fleury Matteo Giabbani Fabrizio Padula Jonathan Queloz Brand Management and Communication Absolut Vodka – Brand Analysis TABLE OF CONTENTS INTRODUCTION ............................................................................................................................ 3 1. FIRM PRESENTATION ....................................................
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and Cody Hogue MKT571 December 9‚ 2014 Joseph Ordyna 1.0 Executive Summary – Absolut Element The Absolut Company grew from the success of Absolut Vodka‚ a unique Swedish vodka that conquered the world on its own terms. In a little more than 30 years‚ Absolut Vodka has become one of the world’s best-selling spirits and has created a unique legacy of quality‚ creativity and originality that lives on to this day. At Absolut it is believed that greatness isn’t so much about what you leave behind you
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Russian Standard Vodka: Strategies for Global Branding and Expansion into the US Market Case Study By CHEN Mengjie Marguerite Summary Given the success of Russian Standard Vodka in the Russian and European Market‚ following the global branding vision‚ expansion strategy for US market needs to be defined. This case study will provide in-depth analysis to focus on evaluating expansion strategies and offering market entry recommendations. 1. Russian Standard 1.1 Overview Russian Standard
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Patrick Ricard‚ the son of Paul Ricard‚ made strides towards this goal. He acquired and spread the brand internationally over 34 years. The company focuses on the ‘Top 14”‚ this list includes the 14 ‘strategic’ spirits and champagne brands. Absolut vodka and Chivas scotch whisky are
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