absolut vodka
TRANSCRIPT
Absolut VodkaIntegrated Marketing Communication
Presented By Group 5:
Nabila AzmatullaNoshin MamsaParikshit GhoshalRuchika RawatSandeep Shah
Agenda Evolution of Absolut Vodka Current Scenario Positioning Packaging Concept of One Source Brand Personality Advertising Strategy Communication Medium Competition
Evolution of Absolut Vodka
It was introduced by Lars Olsson Smith The first country to which it was
exported to, was the USA Currently it is the world’s third largest
premium spirits brand It’s head office is located in Stockholm The Absolut Company is a part of
Pernod Ricard
Positioning
Vodka-Russian Absolut-Swedish Positioned as: Premium Product Absolute highest quality Product as Art
Packaging Bottle-Found
inspiration in a Swedish medicine bottle
Label-No label because they wanted to show how clear and pure their vodka was
Concept of One Source
Åhus in southern Sweden Raw material (winter wheat) comes
from the surrounding fields Water comes from their own well Each and every bottle of Absolut that
goes to any part of the world comes from the same place, Åhus
Brand Personality
‘Absolut’ validity from ‘Adsolut’ men
Brand Personality
Cutting edge Cool yet Playful Rebellious Classic Sophisticated
The Absolut Brand
Symbolic: The iconic product meaning
Imagery: An elevated and definite lifestyle
projection
Social authority: Addressing cultural contradictions
Communication Medium Used
AdvertisingPrintTelevision
Public RelationsAbsolut Ice BarChristmas Ads
Webabsolut.com
Features of Absolut Ads
Originality Simplicity Sophistication Popularity Creativity Curiosity
Advertising Strategy
Think Local
Gay Themed Ads
Art
Fashion
Music
Advertising Campaigns
Absolut Statehood
Absolut Cities of Europe
In An Absolut World
Taxi
Analysis of the Absolut Strategy
POSITIVESSuccessful, long-running campaignThe image created, makes people want to experience by drinking Absolut VodkaHas created an Absolut community that people can relate to Easy to recall the brand when buying liquorStylish, humorous and innovative ad attributesAd adapts to the current trend and taste, thus increasing the number of interested people.When people hear of a new advertisement, they want to know what it isAbsolut ads are almost like collectables
Analysis of the Absolut Strategy
NEGATIVESAdvertising tirednessPeople might get annoyed from the ads, rather than interested and attractedCompany can be perceived as boring, due to the same adsPeople need to adapt to the new adsLoyalty and familiarity need to be re-gainedCostly to develop a whole new successful campaignHigh expectations due to previous ad success
Competition
Product Segments Platinum Super-premium Premium Standard priced Popular priced
Stolichnaya
Russian Vodka Positioned as Authentic having Russian
heritage Communication Medium used:
SMSDigital bannersPrint AdsTV AdsKiosksBus Sheletrs
Grey Goose
French Vodka Positioned as World’s best tasting
vodka Focuses on the glamour quotient in
their ads Communication Medium used:
Word of MouthPrint AdsTV AdsCreative BTL
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