Today, ABSOLUT Vodka is one of the best-sold vodkas in the world, because of its image (96.6 million liters sold in 2008). This image is based on advertising, and a targeted communication strategy using art as the main marketing strategy. For its advertisements Absolut works with the well-known advertising agency TBWA (Pepsi, Adidas, Visa, McDonald's etc).
Each bottle of Absolut Vodka is produced in the small town of Ahus (8 984 inhabitants), in southern Sweden. Absolut can control all stages of production using local raw materials. These bottles are produced in the Nobbelov distillery (open in 2005), which is one of the most modern and energy-efficient distilleries in the world. This distillery produces 143 million bottles per year, which is a proof of its performance.
The production of ABSOLUT Vodka is a unique process, introduced in the nineteenth century by The Vodka King Lars Olsson Smith, and called continuous distillation, which indicates that the vodka is distilled hundreds of times to remove all impurities. Besides, the company has more than 400 years of vodka-making as a tradition. Hence customers are more confident in the product and are assured of the credibility of Absolut.
ABSOLUT Vodka has created more than 12 different kinds of vodka. The names of all these products correspond to different flavors, and have their own identity. The purpose of Absolut is to keep customers aware of the fact that that the brand exists, and is dynamic, and to encourage them to continue to buy Absolut.
Tags: Strategic management of Absolut vodka, Strategic marketing Absolut vodka,SWOT analysis of Absolut vodka, Brand marketing of Absolut vodka
[...] Furthermore the brand has a specific campaign for each of its flavors. Thus Absolut Vodka needs to find a way to position and differentiate itself from its competitors. Absolut Vodka has created a type of advertising that blurred the boundaries between advertising and art. To set an example Absolut worked with Lenny Kravitz in his advertising campaigns, which correspond to the image and the personality the marketers want to highlight. Lenny Kravitz is not the first artist who worked with the brand. [...]
[...] They just give that impression by insisting on the purity of their alcohol which is distilled three times. Stolichnaya. Stolichnaya emphasizes on its history. It was the largest distributor of vodka in Russia in 1901, the official supplier of Kremlin in 1925, and used Cyrillic calligraphy and an old fashioned bottle to remind the customers that they were buying real Russian premium vodka. The advertizing strategy of Stolichnaya is to be depicted with digital banners behind the home plate during televised games. [...]
[...] The purpose of ABSOLUT is to keep customers aware of the fact that that the brand exists, and is dynamic, and to encourage them to continue to buy Absolut. Exhaustive implementation: ABSOLUT is available in 126 markets and is the second largest brand of premium vodka worldwide behind Smirnoff. Moreover, Absolut is also present in most nightlife places, such as top-rated restaurants and clubs, in addition to supermarkets. Thus consumers can easily find it, irrespective of where they are. WEAKNESSES Marketing Strategy: The marketing strategy of ABSOLUT is too focused on the brand image (packaging, advertisement, etc.), and not enough on the quality of the vodka. [...]
[...] The name Absolut choose this name to show a notion of equilibrium. This equilibrium is not only represented in term of taste, but also in terms of image. We find this theme in the product advertising. The shape of the bottle is different, but is still recognizable. This shape reflects the shape of a wine bottle, and this is not merely by chance, Absolut recognizes the similitude words we use to describe our product resemble those of a sommelier describing a fine wine, rather than other vodka makers”. [...]
[...] It claims to have the know-how of producing vodka for over 600 years. The advertising campaign uses celebrities like Ludakris, Lady Gaga and Beyonce to promote their product, and is clearly intended for young people with an urban style. All these vodka makers target different customers. Absolut, by its advertising campaign based on art, also has another range (wider) of customers. Nevertheless all those ranges are intertwined, and it is hard to Absolut to keep a strong position against too many competitors. [...]
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