Absolut Vodka does not only taste great but also has a unique brand and a great marketing strategy and advertising material. This presentation digs deeper into Absolut Vodka's brand positioning and introduces possible enhancements to the company's strategy and products.
1. Introduction
Introduction
Imagine the freedom
Customer
if
Competition everything was perfect
Relevance
Recommendatio
ns
2.
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
4.
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
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
17.
18.
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
20.
21.
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