Absolut Vodka, brand mangament, vodka sector, Swedish Vodka, Vodka market,
Absolut Vodka is a reference in the premium vodka sector. If the product is more than 100 years old, on the contrary the brand is a recent creation. The 17th of April 1979, Ahus, little Swedish village located at six hundred kilometers of Stockholm, is living without being aware of it an historical moment. A way of change is expecting in the Boston's trendy bars. It's the first arrival of this white alcohol named Absolut Vodka in the United States. Everybody is predicting its failure: the vodka comes from Suede and no from Russia. Its bottle doesn't match with the classic codes of the market: a traditional bottle, old label in paper and with a link with Poland or Russia. In 2009, this 30 years alcohol brand is the fourth of spirits in the world, every categories speaking, and number two of vodkas in volume. Absolut Vodka appears as one of the best first ten international brands. It sells almost one hundred million of liters in 2008 (nine million in 1984), in more than one hundred and twenty six countries, fourtee five million in the United States where Absolute Vodka is considerate as a premium vodka brand.
[...] Absolut Vodka is the third worldwide spirituous producer of Vodka after Bacardi and Smirnoff. This lead them to the second position in the vodka volume market share with (after Smirnoff DIAGEO group) and to the fifth position in France with a volume market share in France (after Poliakov, Eristoff, Sobiesky and Smirnoff) (see annex However, this market is changing and currently facing opportunities and threats in France: Internal environment Absolut Vodka has its own strengths and weaknesses: 5+1 forces of Porter New entrants Concerning the new entrants, the sector of alcoholic drinks is already saturated and this also apply for vodkas. [...]
[...] The presence of the brand in France is negligible in other social media outlets. Brand identity Kapferer Prism Identity We have done a Kapferer Prism Identity to understand clearly and briefly how the brand wants us to see it. First, a little explanation to better understand how this prism works: - Physique: characteristics of the product - Personality: Psychology of the brand - Relationship: link that the brand wants to create with its customer - Culture: Environment in which the brand was developed - Reflection: Target of the brand - Self-image: what status the customer wants to achieve by buying this brand Brand identity analysis Absolut vodka keeps its consistency concerning the shape of its bottles, their logo, and the head of the creator is included in the design like a proof of authenticity, even in the limited edition and vodka with different tastes. [...]
[...] Forbes, n.d. Web Mar "The Absolut Company." Absolut . Absolut Company, n.d. Web Mar "Absolut Vodka." LSA Conso. Infopro digital Oct 2012. Web Mar "Absolut Vodka, une marque qui prend de la bouteille."prodimarques. Prodimarques, n.d. Web Mar "Absolut & vodka packaging." Chane group. Chane group Dec 2009. Web Mar "Vodka's Broad-Based Growth." Euromonitor International. [...]
[...] They are sharing some values (clarity, simplicity, open-minded) and they are looking for perfection. Unique selling proposition: “Absolut Vodka is an alcoholic drink simple and sophisticated which is in the heart of an urban lifestyle”. The positioning of Absolut vodka is a Premium Vodka positioning, with a higher price level than other vodkas. The competition of Absolut Vodka is multiple: Direct competition with brands like Grey Goose, Smirnoff, Bacardi, Skyy, Belvedere and some more brands that produce the same type of product: vodka. [...]
[...] Conclusion The Market Absolut Vodka pertains to Pernod Ricard Group, a very well-known group in the spirit market. This group is actually in a good financial health and spends huge marketing and communication budgets. Absolut Vodka benefits from its resources (budgets, distribution implantation The Absolut vodka market is experiencing new trends: a slowdown in sales in Europe and America but appearance of new markets in emerging countries and especially Asia. Despite a large number of competitors (direct and indirect), as market is changing (increase of spirit and especially vodka consumption), Absolut Vodka is very well positioned even if spirituous brand are facing a strengthen in legislation (in France) and in some consumer minds, vodkas are all the same. [...]
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