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Absolut Vodka Brand Audit
- 2. Carol Cheong Ray Johnson Chris Mahar Marcela Mendez Andrea Salas ABSOLUT VODKA BRAND AUDIT
- 8. Within the spirit category We have Top of Mind Awareness! Within the vodka category SALIENCE IMAGERY PERFORMANCE FEELINGS JUDGEMENTS RESONANCE
- 23. Absolut Consumer Loyalty Acceptors (10%) “ I drink Absolut but just occasionally ” Adorers (30%) “ Absolut is almost the only brand that I consume“ Adopters (45%) “ Absolut is one of my favourites along with others” Availables (13%) “ I don’t know much about Absolut ”
- 28. 1. Maintain, ad campaign, logo, bottle, PODs Classy Sophisticated
- 37. 5. Visibility of Price, Flavours, and Slogan using Retailers Liquorland Flyer In-Store Display Pub/Club Display $39.50 $39.50 $21.50 $39.50
Notes de l'éditeur
- Over 100 years ago, in 1879 Lars Olsson Smith introduced his masterpiece, Absolut Vodka. ABSOLUT VODKA is produced from winter wheat, a hardy wheat grain that gives ABSOLUT VODKA its smooth grain character. Every year approximately 80,000 tons are used to produce ABSOLUT VODKA. Over one kilo (two pounds) of grain is used for every one-liter bottle. ABSOLUT VODKA uses a unique process called continuous distillation, introduced in the nineteenth century by “The Vodka King”, Lars Olsson Smith. ABSOLUT VODKA is distilled hundreds of times until all impurities have been removed.
- Wine, beer and vodka are the winners! The first graphs shows what people drink, therefore in our sample there are 95% of vodka consumers, 92% of beer consumer and 95% of wine consumer. At the same time we can see in the second graphs that vodka share usage consumption with beer consumer (81%) and Wine(89%). This is a important finding because we know who our competitors are outside of vodka category. The implications is that we need to enhance usage occasion within actual consumer taking sales from beer. Later we will have more support to this initiative.
- About the breath of the awareness. We find that our consumer drink vodka mainly in nihgt club and pub this are 58% of the cases, while the following ocassions are drink at home and in BBQ with 13% each. That´s mean that we should encourage consumption in this last ocassions. Also just a few drinking straight, 27% of the sample prefer mixed with lemonade and 20% with Orange drinks. Then ……let’s give an already mixed drink!
- We have good depth of brand salience, the brand name and the logo are working!!! First the brand name people like it (97%), it’s consider classy, easy to remember, and original and unique. And it was recognized in the 91% of the cases!!! It’s and important Point of Difference so…..let’s not change the name neither the logo!
- What about the bottle??? Consumer love it!!! 93% of the sample can recognized it even if we take the name away. It has strong association as unique, different, original and stylish. It represent a strong POD. Let’s keep the bottle, any update must be minor in the whole bottle design. I have doubt about put enhance design bottles…..
- Consumer recognize the slogan but because the name Absolut in in there, it’s not recalled (I need to understand this!!) The percentages are high but not as much as other brand elements have Then, increase the recall, recognition and awareness as a way of increase the familiarity. And maintain the characteristic sophistication.
- Within free associtaion we find that our ocnsumer think in absolut as: the bottle, Flovours and advertising. While Smirnoff is percieved as Smirnoff ice, cheap and Red. To decrease these POD we will need to compite with Smirnoff ice…..also we have to develop the idea of absolut as a drink with style but affordable……and about the colour…we are right let’s smirnoff be red, absolut is blue!
- About personality we can said Absolut is perceived as it wants…..is exciting, reliable and sophisticated…..not at all tough which is perfect. Sincere?
- 25% can be classified as promoters of Absolut vodka in recommending to their friends (those scoring 9 and 10 in the scale), 38% as passives, and 33% as detractors. This means that 30% of the adorers of Absolut have a likelihood of recommend the brand 9 out of 10, the adopters of the brands that represent a 45% have a likelihood of recommend the brand of 8 out of 10, and so on. Therefore adorers score was 9, adopters 8 and acceptors 7 which are all very high. This means the brand is in the right track. more commitment and loyalty create more possibilities of recommendation Recomm. Enhance brand loyalty and maintain relationship within those consumer that are today loyal Enhance brand image and maintain relationship within vodka consumers.
- Smirnoff and Absolut have a very similar behaviour regarding the loyal consumers of the brand Absolut adopters and adorers represent 75% of the total consumers, while Smirnoff has 72%. Absolut is clearly strong between women than men, the high numbers of adorers and adopters that Absolut have in the women group is 82% where the Adorers represent 43%! Within the men Absolut just have 12% of adorers which is half of what Smirnoff have 12%. Both brands, Smirnoff and Absolut are stronger within the female consumers than male consumer, and both brands have a large base of adopters: Women; Absolut 39% and Smirnoff 43%. Men; Absolut 53% and Smirnoff 42% Recomm. enhancing brand image and performance of the brand in order to increase loyalty between adopters and acceptors (potential of 83% brand switching cobvert them into Absolut adorers) enhancing brand image and performance of the brand between men in order to increase consumption and loyalty between adopters, and acceptors. Create relationship campaign within Women Adorers in order to capitalize their loyalty.
- Absolut is confronting the same problems as other market-leading brands like Coca-Cola, in that everybody knows who they are, but what are they known for; particularly in the male segment of the target market? Across the responses from the survey, we discovered a gap between the fondness, connection and affiliation for the brand between the genders. We thought that a new advertising campaign that appealed more to men or a separate campaign would be detrimental to overall brand equity. It’s not a male or female brand. It’s attractive to and connects with both genders, we just need to tweak the communication to our target market in order to achieve continual top-of-mind brand awareness across a range of social situations. In order to achieve continual top-of-mind brand awareness, we decided that it would more advantageous to complement the advertising campaign by leveraging secondary associations with clever: -celebrity endorsements, and -product placements in movies and television, that align with the Absolut brand ( smart, stylish, creative and witty brand attributes). For example: -Having George Clooney (highly recognised as a stylish man; appealing to both genders) drinking Absolut and used in magazine interviews and reviews. -Place the product in prominent places in movies such as Oceans 11 (aligning with the sophisticated, stylish and innovative brand attributes).
- Additional to the provision of a range of Absolut promotional cues to increase continual top-of-mind awareness, we recommend that Absolut leverage secondary associations of connecting the attributes of: -prestige, -sophistication, -tradition, -innovation, and -fun at a party; in a way that is more appealing to men by sponsoring and holding ‘marquee events’ such as the Melbourne Cup, and the Sydney to Hobart Yacht race. These secondary associations will link-in and resonate positively with the brand attrubutes, as well as, creative a typical Absolut celebratory environment. Melbourne Cup Carnival & Absolute Cut [I’m assuming that the information about Absolut Cut will be discussed prior to this.] As discussed earlier, in order to c apitalise on the popularity of Absolut Flavours and to reach new markets, we recommended the brand extension and re-launch of Absolut Cut. The re-launch will occur with the sponsorship of a race during the Melbourne Cup carnival, and also the ‘fashions of the field’ event traditionally held during the races. As the Melbourne Cup carnival is an international event, the additional free press coverage for the re-launch will be a significant benefit to the brand. Absolut will have a large marquee at the Melbourne Cup carnival, filled with Absolut (of course) and great times for VIPs, invited guests (from the website), and brand conscious Opinion Leaders. Absolut City Absolut is a global brand. Absolut have brought out limited editions of flavoured varieties of their vodka that celebrate spirited (pun intended) cities where the residents enjoy their spirits. The first one, introduced in July 2007, was named Absolut New Orleans. To tie the brand to a local presence we recommend the extension of this marketing scheme onto Australian shores. Absolut donates some of the profits from these limited versions of flavoured vodka to charities in those cities and we suggest that they continue this good will gesture. Integrated marketing and communications for Absolut City: During the Melbourne Cup carnival but after the relaunch of Absolut Cut; Absolut will announce the extension of the Absolut City program. Consumers will be asked to visit the Absolut web site to vote on which city will be next to get its own Absolut flavor, in summer 2009. The winning city will be announced at the start of the Sydney to Hobart yacht race. The final factor will be for our target market to help in the creation of a ‘flavour’ reminiscent of the city. For example: Absolut BROOKLYN (City limited edition; red apple and ginger flavour. Launched in May 2010.
- Can we make a flashy business card with that info? If not, ok- but it would look great!
- Marketing Integration Relationship Marketing and Technology Create direct marketing campaigns in nightclubs and pubs (already discussed). The brief to the agency will be to create our social networking websites will appeal to all target groups and to stress the quality aspect. The websites also have to follow our overall communications platform. The latest online tracking has shown that people who have visited our website have a stronger relationship with the brand compared to non-visitors in the target group, so we believe that absolut.com gives the consumer a creative experience as well as information on the Absolut brand. Integration of Activities We will connect with our brand Opinion Leaders by holding teaser events and serving the latest Absolut flavours, including testing the yet to be launched Absolut Cut. This will further connect and build a relationship with our consumers. Why? We want vodka to be the drink of choice at any celebration, event or occasion. Invite Opinion Leaders, local celebrities, and a sample of consumers from our website database to the Launch of CUT at the Absolut Marquee at the Melbourne Cup.
- Need pic of Absolut in-store display
- Need pic of Absolut in-store display