“Absolut Marketing” Erika Lin Chow Management 345-01 Term Paper Catholic University of America Fall 2013 Presented is a marketing case study of Vin & Sprit ’s product‚ Absolut vodka. Decades ago‚ it was their goal to succeed in the U.S market‚ as a sort of gateway into global marketing. Outlined below is a demonstration of their marketing strategy. Detailed are the challenges they faced‚ and the marketing and advertising strategies used to overcome them. Their
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the #1 domestically made US vodka‚ Skyy Vodka’s mission is to provide a premium vodka with the purest‚ smoothest taste with less impurities than any other vodka. Skyy Vodka is the number one choice of bartenders for the ultimate mix of style and taste. While Smirnoff and Absolut continue to lead in market share‚ we want to differentiate Skyy among these competitors by emphasizing both of these attributes. We plan to reposition the brand as a “step up” from all other vodka. We aim to highlight the smooth
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Absolut Vodka’s Absolute Global Marketing On a lovely morning of September 2009‚ with the fiftieth “beep”‚ Steven scanned the last bottle of the limited edition Absolut Vodka 2009 on the spirits Shelf of Selfridges London. The latest special-edition bottles of Absolut - packaged in a dramatic heavy-metal rock style‚ wrapped with golden studs and gray leather‚ rapidly become a spot light among the shelf‚ the whole spirit of Rock n’ Roll are simple illustrated by the new design‚ and just as its normal
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Analysis Of Competitive Advantage In An ‘Absolut’ World An Illustrated Report DESIGN 1 ARTD 6058 Aleisha Pillai MA Design: Design Management ---------------------------------- Winchester School of Art University of Southampton ABSTRACT This illustrative report explores the unique ‘Absolut’ brand of vodka. Currently the fourth biggest brand name in the liquor market‚ Absolut has managed to sustain their competitive advantage through areas such as innovation‚ design and branding. Using
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Absolut Vodka’s Absolute Global Marketing On a lovely morning of September 2009‚ with the fiftieth “beep”‚ Steven scanned the last bottle of the limited edition Absolut Vodka 2009 on the spirits Shelf of Selfridges London. The latest special-edition bottles of Absolut - packaged in a dramatic heavy-metal rock style‚ wrapped with golden studs and gray leather‚ rapidly become a spot light among the shelf‚ the whole spirit of Rock n’ Roll are simple illustrated by the new design‚ and just as its normal
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Absolute Vodka: Defending a1.0-Executive Summary V&S group‚ a Swedish company owned by the government created V&S Spirits to produce market and sell Absolut Vodka which is the company’s strongest brand (created in 1979). To maximise the brand’s market share and strengthen its competitive position‚ the company established a jointed venture called Future Brands LLC to distribute its products more effectively strictly in the USA‚ which is Absolut’s strongest market. Although the brand is the second
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Absolut Vodka Questions 1. I think all of these factors are crucial to the success of Absolut Vodka‚ but among them the promotion is relatively the most essential part. Having a fine vine‚ a distinguished bottle or a clever distributer is never enough‚ so Absolut Vodka has found a unique way of promoting their products. The advisements were different from the ads at that time‚ with only bottles and captions. As descried in the case‚ it is a contemporary art. People were fascinated by the art
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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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Analysis 4 Strengths 5 Weaknesses 5 Opportunities 5 Threats 5 4. Competition 6 Ad Comparison: Smirnoff vs. Absolut 7 Smirnoff Vodka 8 Popularity 9 5. Market Research 10 Target Market 10 Focus Group and Blind Taste testing 13 6. Marketing Strategies 15 Table of Figures 16 1. Mission Statement It was very difficult to find an actual mission statement for Smirnoff Vodka but we did find a mission statement for Smirnoff Vodka’s company owner Diageo. Diageo is the world’s leading premium
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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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