advertising campaign of absolut vodka
DESCRIPTION
Comprehensive coverage of advertising campaigns by Pernod Ricard Absolut Vodka.TRANSCRIPT
Marketing Practices & Implementation
Group Project
Submission in Term II
Group 4
Abhijeet Singh (12PGHR01)
Ajay Yashwanth Ronanki (12PGHR09)
Naman Goel (12PGHR36)
Parul Jain (12PGHR39)
Prateek Singhal (12PGHR41)
Sathya S (12PGHR62)
PGHR 2012-14
SECTION I
The Company & the Product
Our product of study is Absolut Vodka manufactured by V&S Group
(Pernod Ricard). It is a brand of vodka produced near Ahus, Skane, in
southern Sweden. The French group Pernod Ricard bought Absolut for an
amount of 5.63 billion euros in 2008 from the Swedish state.
Absolut is the third largest brand of alcoholic spirits in the world after Bacardi
and Smirnoff and is sold in 126 countries.
The Absolut story began long before the introduction of vodka on American
market and can be read on every Absolut bottle: “This superb vodka was
distilled from grain grown in the rich fields of southern Sweden. It has been
produced at the famous old distilleries near Åhus in accordance with more
than 400 years of Swedish tradition. Vodka has been sold under the name
ABSOLUT since 1879.” In 1878, Olsson Smith registered a trademark under
the name of “Absolut Rent Brännvin”, meaning “Absolutely pure vodka”. With
this product, Swedish entrepreneur introduced a revolutionary way of distilling
vodka: a continuous distillation process which produces superior product.
Absolut is still distilled with this method, though it has been further improved.
First exported from Sweden in 1979, in 1985 Absolut ranked first among
imported vodkas in the United States. Today, Absolut ranks third largest spirit
brand around the world and is virtually available in 126 markets. Being
premier global brand, Absolut has the pre-eminent growth share in the
category of premium vodka. In 2003, shipments to the United States
increased 7.7% to reach 72.9 million litres. Its sales growth on global scale
has grown from 10,000 nine-litre cases in 1979 to 7.5 million nine-litre cases
in 2002.
Objective of the project
To study the product differentiation, positioning strategy, branding strategy,
marketing mix and different elements of the advertising campaign of Absolut
Vodka since 1979.
Justification & Significance of the project
When talking about Absolut success story, it is impossible to not mention its
outstanding marketing and advertising campaign: the campaign has been
running for more than 25 years and was built on carefully developed strategy.
Since the beginning of promotional campaign by launch of Absolut Perfection
in 1980, more than seven hundred absolute advertisements were created
(From the Fine art of advertising to the advertising of fine art.). In 1999,
Advertising Age named absolute ad campaign among the ten best advertising
campaigns in the twentieth century. In 2002, Forbes named Absolut Vodka
the number-one luxury brand globally. For 25 years of Absolut promotional
campaign, the company won more than 30 awards for its outstanding
advertisements.
By conducting a research on such a product, we aim to understand the
perfect implementation of guerrilla marketing by Absolut through its absolutely
innovative manufacturing practices, viral videos & other campaigns, and one
of the gems in the history of advertising campaigns. We also aim to
understand the Indian perception about various fine nuances of the product’s
marketing and advertising campaign by conducting a survey and contrast it
against the international perception.
Outline/flow of the project
Study of the positioning strategy, branding strategy and marketing mix of Absolut Vodka
Literature Review of the different elements of the advertising campaign and hypothesis generation
Primary survey to understand the Indian response and perception about Absolut Vodka
Comparison between the results of the primary and secondary research and derivation of conclusion
SWOT Matrix
Strengths:
Famous and established brand in America and Canada
Most powerful advertising campaign amongst all spirits
(increased sales by 14900% over 15 years)
Revolutionary distillation process
Leading luxury brand in the world
Powerful brand image of the company associated with art and
chic
Weaknesses:
Weak company's position after reform in distribution channels
(Seagram, one of the 3 importers of Absolut in U.S. went out of
business)
Complete reliance on brand image as liquor products are all
similar in taste and quality
Opportunities:
Expand channels of advertising in the form of Internet and TV
Establishing new brands to meet the needs of a larger consumer
base in terms of cost and quality
Greater expansion worldwide and deeper penetration in local
markets
Threats:
Emergence of new powerful competitors like Grey Goose,
Ketel One, Belvedere
Pressure from more expensive luxury brands and less expensive
brands like Smirnoff
Active use of TV, radio and other advertising means by
competitors
SECTION II
Literature Review
1. Goal set by the company
The objective of Absolut is to retain its position of market leader in
imported spirits category in the United States and promote its brand
further worldwide. Absolut is the world’s leading company in liquor
industry and therefore it is natural that the goal of the company is to
retain its leading position and increase the sales volumes even further.
Also, the company targets to further establish strong brand image of
the company through its unique and ingenious marketing campaign
cantered on artful, beautiful and chameleon-like bottle, exclusive
quality of the product and appeal to luxury and chic.
2. Target Market
Absolut targets the age group of 15-40 in the global spirits market.
Being available in 126 countries, the brand has acquired American,
Canadian and Finnish market as its main export targets. In these
countries, it has leading positions in liquor industry. Along with such
broad operations area, Absolut’s strategy is aimed at acquiring specific
industry niche worldwide: niche of luxury brands in the liquor industry.
3. Product differentiation & positioning strategy
Positioning strategy refers to how the organization wants its consumers
to perceive their product. The positioning strategy includes the
message the company wants to convey to consumers about its
product.
The positioning strategy of Absolut is built on differentiating their
product from their competitors, of conveying its message through
package, through style, though advertisement, that Absolut vodka is
slightly different from other types and brands of spirits. The positioning
and differentiation strategy of Absolut relies on the main option:
emphasizing the distinctive unique benefit of the vodka concerned.
This is emphasized by the price, by the package (uniqueness of bottle),
by the unique advertising company, conveying both broadcast and
narrowcast messages, by the production method, and, most important,
the quality of chic and magnificence attached to the product.
Competitive differentiation, thus, is the dimension of such positioning
strategy undertaken by Absolut, which provides a strong foundation of
building competitive advantage of the brand and drive all future
marketing decisions. The differentiation strategy of Absolut enables
turn the vision, the image of the company in this particular case, into
the reality and manage customers’ perceptions. Apart from the quality
of the product, the peculiarity of package, and the exporting country,
the main element of differentiation strategy employed by V&S, the
producer of Absolut, is its unique advertising campaign aimed at
creating the image of intellectual, artful, luxury brand. In the liquor
market, there is very little scope for differentiation due to limited taste
and quality differences in the product line. Therefore, it is vital,
notwithstanding of the fact, for a company wishing to establish itself as
a corporate leader, to invent viable and unique differentiating strategy
of its product. This is done by establishing fashionable and artful image
of the company through the means of advertisement. Absolut
advertising campaign still follows a carefully elaborated strategy on the
basis of variety and continuity. The advertisements are sophisticated,
witty and imaginative as they communicate the brand’s values (A
Visual Analysis of the Absolut Vodka Advertising Campaign). Since the
launch of advertisement campaign, about 1,500 Absolut ads were
created. This absolutely innovative advertising helps to create brand
recognition and brand awareness among consumers and impact
greatly on differentiating product specially when competing in product
categories which do not provide considerable scope for differentiation.
The following section will focus on marketing mix, revealing product,
place price and promotion decision targeted at embodying the
company’s branding and positioning strategies.
4. The Marketing Mix
PRODUCT
The brand’s name is Absolut, derived from primary name of “Absolutely
pure vodka”. The style and package of the product differentiates it from
all the other vodka producers around the world (the bottle shape was
taken from classical Swedish medicine bottle which was weird at the
time since it differed from the standard vodka bottle shape. The product
also aims to differentiate itself in quality dimension: Absolut defines its
approach to vodka production as One Source. This One Source is
Åhus, a small picturesque town in the south of Sweden near the
birthplace of Absolut founder Lars Olsson Smith, where every drop of
Absolut vodka is made. The water for vodka comes from Absolut-
owned well, “deep in pristine subterranean aquifers”, as mentioned on
their site. Producing all the production of the company in single space
using local raw materials provides Absolut with total control over all
production stages and ensures that every drop in its 500,000 bottled
made daily comply with its high quality standards. A revolutionary
distillation method invented by Olsson Smith, the continuous distillation
process is used to produce Swedish vodka to ensure that Absolut
achieved the quality it claims to have. Continuous distillation process
serves a superior way to remove impurities in vodka while maintaining
the taste and character of the raw materials used. Thus, it is evident
that practically all parameters of the product concerned are unique.
PRICE
Since Absolut positions itself as a luxury brand, it uses skim pricing
strategy to support its claim for leadership in chic market. Skim pricing
aims at skimming the cream of the top of the market by setting a high
price for its product. The bottle of Absolut costs $35 while a bottle of
American Smirnoff is worth $14. Thus, with no apparent difference in
taste, Absolut sends a message to the higher-strata consumers about
coolness of its brand. In this, the company pursues quality leadership
objective. Recently, a number of competitors, such as Grey Goose,
emerged on American market with price per bottle even higher than
that of Absolut. They attracted a considerable share of customers’
attention, since they appealed to the customers with similar message:
a sign of extremely high quality and chic. Absolut responded by
launching Level, a new brand of Vodka with most innovative distillation
process based on combination of continuous and batch distillation,
which is revolutionary to vodka production. It is understood that the
price per bottle is high as well underlining the uniqueness of production
process and appealing to luxury market segment.
PLACE
To develop its competitive advantage, Absolut decided to strengthen
and integrate its distribution channels, After Seagram, one of three
leading American distribution partners of V&S Group, left business in
the early 1990s, Absolut has undergone a major transition with its
distribution partners to form Absolut Spirits Co., responsible for
importing and marketing of Absolut, Jim Beam and other brands
worldwide and in the United States particularly.
PROMOTION
In Absolut’s case, promotion element of marketing mix was the most
important decisive part of brand building and differentiating the brand
on the global market. Absolut ad campaign has increased vodka sales
of V&S Group by 14,900% over the course of 15 years. This innovative
advertising helped to create brand recognition and awareness around
the world. As Goran Lundquist, the president of Absolut, noted about
Absolut sensation, “the consumers drink ads as much as they drink
vodka”. "Absolut advertising is celebrated not just for its longevity but
also for its ingenuity. Readers tear out the ads and hang them on their
walls. Librarians have to guard their magazines from being de-
Absoluted. College students actually collect and trade ads. A SoHo
antique shop hawks copies of Absolut Wonderland, while a Madison
Avenue newsstand carefully razors the Absolut pages from its stock
and sells them for a few dollars apiece (naturally, selling the magazines
as well)” says one of the numerous case studies on Absolut ad
campaign (A Visual Analysis of the Absolut Vodka Advertising
Campaign). The Absolut advertising campaign still carefully follows a
strategy developed 20 years ago. Since the first ad, 1,500 Absolut ads
were issued all going in line with the brand image: witty, imaginative
and sophisticated. For more then twenty years of Absolut ad campaign,
it was running solely in print ads form, with Internet and TV ads added
to the advertising concept not so long ago. But indeed it’s printed ad
campaign that contributed most to the building of Absolut image and is
appreciated worldwide.
In Absolut ads, “Readers enjoy a relationship with this advertising that
they have with few other advertising campaigns, especially in the print
media. They are challenged, entertained, tickled, inspired, and maybe
even befuddled as they try to figure out what's happening inside an
Absolut ad." The first element of Absolut ad recognized by the
customer is bottle. Since ad has been running for more than 20 years,
readers have become familiar with the way Absolut ads present
themselves. The readers look at the bottle and try to guess what the
image is trying to convey. Words below the image, always in the form
of two-word slogan, “Absolut + something”, give the final key to the
idea. This is the point where Absolut ads become unique. Even if the
reader cannon fully comprehend the message of the bottle, he still
identifies himself with the main element of the ad, the bottle. Thus, the
most important part of the ad always shines to the reader. In the end,
Absolut advertising campaign refers to cultural knowledge. Each
Absolut ad makes reference to some element of pop culture. Even if
the ad references itself, Absolut has become such a landmark, that it is
considered by readers as cultural icon (A Visual Analysis of the Absolut
Vodka Advertising Campaign). The word “absolute”, present in each
ad, gives it’s a definite quality. Thus, the references are portrayed as
some definitive version of cultural element. At the same time, Absolut
ad conveys the message that it is made out to be definitive vodka.
Nothing defines what vodka is better that Abslout. Absolut ad campaign
is also outstanding due to the reason that it refers to both broadcast
and narrowcast codes when reading the ad message. Narrowcast
codes are intended to appeal to the limited audience, which possess
unique knowledge to understand the message of the ad. This can be
illustrated by the example of Warhol advertisement. Only those people
who know the works of Andy Warhol can read the message sent to
them. They thus get the feeling that the ad was tailor-made for them.
As Richard Lewis in his Absolut Book notices, "It's a special set of ads
that are obviously not for everyone. We run them only in literary-
minded publications such as the New Yorker and the New York Times
Book Review or occasionally in film and entertainment magazines...
But we hear time and time again that people appreciate the challenge,
particularly when the conquer it." Thus, narrowcast ads are rewarding
for people who have enough cultural knowledge to understand. This
makes sense of their appeal and adds to the Absolut intellectual image.
Absolut attained one more result by referring to the world of art and
fashion phenomena in their ads: they positioned themselves as
intellectual brand closely related to art, fashion and all modern
progressive movements.
One of recent development of Absolut ad campaign is its active
introduction on the Internet with their high-tech chic site. When the
company launched Absolut Vanilla on the internet, the event was a
departure from its old tradition of print advertisement to introduce new
products. Though internet ads were used earlier, that was the first time
World Wide Web was used ad a primary advertising channel. The site
offers lots of interactive features and again shows that Absolut goes in
pace with time.
Another outstanding recent development was Absolut’s introduction on
television in 2004 to promote new Raspberry flavor. The move was
made in response to competitors (like Smirnoff and Grey Goose) TV
advertisements. The absolute expansion onto television is a
noteworthy event because the success of the brand over 25 years was
built exclusively on its printed campaign. The new form of ad, created
by Absolut, the “art form” continued to live through TV advertisement
and through such innovative advertisement means as Absolut
sculptures exhibition within the framework of Absolut Spectacular
worldwide creative vodka advertising campaign.
The last thing to mention in promotional decisions section is the cost of
ad campaign. In 2004, the cost of Absolut advertisement only in the
USA made up $34 million, which is a considerable sum even for a
world leader.
Hypotheses Development
1. When Absolut entered the U.S. market in 1979, people were accustomed
to American and Russian brands and it was very difficult for a new
unknown foreign brand like Absolut to make a mark in the U.S. market
also because of its price which was at that time about $15. This was
amongst the most expensive drinks in the category at the time. Absolut
understood this insight and basically targeted the rich category of
people using a series of ad campaigns with taglines like ABSOLUT PEAK,
ABSOLUT STARDOM and ABSOLUT 19TH. All of these reflected activities
attainable by the highest social class.
2. One of the most innovative and recognizable ad campaigns, especially in
the U.S. context. This includes both the “ABSOLUT” and the “IN AN
ABSOLUT WORLD” campaign.
3. Absolut created an awesome brand experience through its guerrilla
marketing activities. For e.g., the Absolut Temptation box was so designed
that people felt a strong desire to take out a bottle from the box. Again, the
campaign was so designed so as to capture the attention of passengers
waiting for their luggage at the airports.
4. Robots, sculptors, painters, glass designers, musicians and fashion
designers along with advanced manufacturing equipment were used to
make customized bottles with unique colour combinations, design and
themes. This makes the bottles very attractive and generates the interest
in a regular and even an occasional alcohol consumer to purchase a bottle
just to collect the uniqueness of its design.
5. V&S group identified the increasing proportion of LGBT community in the
U.S. and brought about a plethora of campaigns to emerge a market
leader amongst the members of this community. These included LGBT
targeted efforts, signages in “gayborhoods” etc. They also released some
viral videos to appeal to this community like “Cut the Crap” and
“OUTrageous”.
Methodology
Secondary research in the form of collection of data
Analysis of secondary data to gather insights into the critical factors for the success of Absolut Vodka advertising campaign
Gauging Indian perception about the product's advertsing campaign through primary research in the form of a survey
Comapring the results of the primary reasearch and the insights from the secondary research to understand the difference in perception of the Indian and the American mindset for Absolut Vodka
Questionnaire
1. Age
a. Less than or equal to 21
b. 22 – 24
c. 25 – 27
d. >27
2. Work experience
a. Fresher
b. Less than 1 year of work-ex
c. 1 – 3 years of work-ex
d. >3 years of work-ex
3. Your monthly expenditure on yourself at present (this includes your
expenditure on the fast-food you consume, movie shows you go for,
stationary you purchase and everything else on which you spend for
YOURSELF ONLY)
a. < Rs. 1000
b. Rs. 1000 – 3000
c. Rs. 3000 – 6000
d. >Rs. 6000
4. Do you consume alcohol in general?
a. Yes
b. No
5. Do you consume Vodka?
a. Yes
b. No
6. Do you consume alcohol with your family (SOCIAL DRINKING)?
a. Yes
b. No
7. How often do you drink?
a. Never
b. Rarely
c. Occasionally
d. Frequently
e. Every day or every couple of days
Answer the following questions by rating on a scale of 1 to 5
8. How much do these ads appeal to you?
(1 indicates the least appeal and 5 indicates the highest appeal)
9. How much do these ads appeal to you?
(1 indicates the least appeal and 5 indicates the highest appeal)
10. How much do these ads appeal to you?
(1 indicates the least appeal and 5 indicates the highest appeal)
11. How much more or less would you prefer to purchase such bottles than
your usual bottles?
(1 indicates least preference for these bottles, 3 indicates the usual
preference and 5 indicates the highest preference to purchase these
bottles)
12. Do you find this Vodka bottle packaging box unique and appealing?
(1 indicates the least appeal and 5 indicates the highest appeal)
13. How would it affect your decision to purchase an otherwise excellent brand
of Vodka if it has a separate advertising campaign targeting the LGBT
(Lesbian, Gay, Bisexual, and Transgender) community?
(1 indicates most negative affect, 3 indicates no effect and 5 indicates
most positive affect)
SECTION III
Hypothesis
Series 1 Absolut Ads would make a significantly positive impact if launched in
India at the present time.
Series 2 Absolut Ads would make a significantly positive impact if launched in
India at the present time.
In An Absolut World Ads would make a significantly positive impact if
launched in India at the present time.
Customized fancy bottles of Absolut would make a significantly positive
impact if launched in India at the present time.
Absolut Temptation innovative packaging box would make a significantly
positive impact if launched in India at the present time.
Absolut Vodka separate advertising campaign for the LGBT community would
make a significantly positive impact if launched in India at the present time.
Survey Results
Age
0 10 20 30 40 50 60
<=21
22-24
25-27
>27
Age
Age
Work Experience
Monthly Personal Expenditure
0 10 20 30 40 50
Fresher
<1 Year
1-3 Year
>3 Year
Work Experience
Work Experience
0 10 20 30 40
<1000
1000-3000
3000-6000
>6000
Monthly Personal Expenditure
Monthly Personal Expenditure
Alcohol Consumption
Vodka Consumption
0 10 20 30 40 50 60
Yes
No
Alcohol Consumption
Alcohol Consumption
0 10 20 30 40 50 60
Yes
No
Vodka Consumption
Vodka Consumption
Social Drinking
Frequency of Drinking
0 10 20 30 40 50 60 70 80
Yes
No
Social Drinking
Social Drinking
0 5 10 15 20 25 30
Never
Rarely
Occasionally
Frequently
Every Day
Frequency
Frequency
Series 1 Absolut Ads perception
(On a scale of 1 to 5)
Series 2 Absolut Ads perception
(On a scale of 1 to 5)
0 5 10 15 20 25 30
1
2
3
4
5
Series 1 Absolut Ads Perception
Series 1 Absolut Ads Perception
0 10 20 30 40
1
2
3
4
5
Series 2 Absolut Ads perception
Series 2 Absolut Ads perception
In An Absolut World Ads perception
(On a scale of 1 to 5)
Fancy Absolut Bottles Appeal
(On a scale of 1 to 5)
0 5 10 15 20 25 30 35
1
2
3
4
5
In An Absolut World Ads perception
In An Absolut World Adsperception
0 5 10 15 20 25 30
1
2
3
4
5
Fancy Bottles Appeal
Fancy Bottles Appeal
Absolut Temptation Box Appeal
(On a scale of 1 to 5)
LGBT Campaign Appeal
(On a scale of 1 to 5)
0 5 10 15 20 25 30
1
2
3
4
5
Absolut Temptation Box Appeal
Absolut Temptation Box Appeal
0 5 10 15 20 25 30
1
2
3
4
5
LGBT Campaign Appeal
LGBT Campaign Appeal
SPSS Results
(Using Phi & Cramers V Crosstab Analysis between demographic and
perception items)
Significance values
Abs_1 Abs_2 Abs_World Bottles Package LGBT
Age 0.399 0.798 0.550 0.881 0.287 0.976
Work Ex 0.202 0.032 0.575 0.532 0.903 0.791
Expense 0.035 0.019 0.485 0.182 0.635 0.843
Alcohol 0.000 0.000 0.040 0.540 0.995 0.894
Vodka 0.000 0.000 0.062 0.722 0.990 0.876
Social 0.271 0.520 0.044 0.506 0.952 0.973
Frequency 0.000 0.001 0.005 0.830 0.824 0.627
*Further discussion in future scope section
Analysis
The results for Series 1 Absolut Ads show that maximum people perceived
the campaign as average (3) with almost an equal decline on both sides.
The results for Series 2 Absolut Ads show that maximum people perceived
the campaign as good (4).
The results for In An Absolut World Ad show that maximum people perceived
the campaign as average (3) with almost an equal decline on both sides.
The results for Customized Fancy Bottles appeal show that maximum people
perceived the feature as average (3) with almost an equal decline on both
sides.
The results for Absolut Temptation packaging box show that there is almost a
uniform distribution of responses. Thus, we can say that people perceived this
feature as average (3).
The results for Absolut special LGBT campaign showed that maximum people
responded on the lower side of the scale. Thus, we can say that people
perceived this campaign as a detriment (2).
Interpretation
The reason for the average results for Series 1 Absolut Ads might be the
research base which has an equal mix of all economic classes. As this series
of Ads were designed to appeal to the rich class, it would fail to appeal to
every section of the economic strata of Indian society.
The reason for the good results for Series 2 Absolut Ads might be the reason
that India is a country exceptionally rich in cultural and historical diversity. The
theme of this series of Ads aimed to connect symbols of different cultures with
the Absolut product. Thus, this kind of cultural inclination may have appealed
to the Indian mind-set which has grown up in an environment where there is
huge diversity in everything.
The average results for In An Absolut World Ads indicate that there are mixed
responses to this series of ads. This series of Ads were designed to appeal to
the revolting side of the human thought-process. Since, India is a country
where traditions are strong and cases of revolt minimum, people may not
accept these Ads as well as in the west where there is much more freedom of
thought and expression.
The average results for customized fancy bottles indicates that people in India
drink for the purpose of drinking and additional features like distinguished
bottle design are of no great appeal to them as long as the drink, price and
other features meet their requirements.
The results for Absolut Temptation Packaging Box indicates that people in
India do not generally purchase whole boxes of Vodka which have about a
dozen bottles but prefer to purchase individual bottles. This limited usage of
Vodka doesn’t allow them to get the innovative box designs that come with
alcohol brands. Thus the average perception since less people actually gets
to experience the packaging boxes.
The poor results for the LGBT campaign indicate that India is not as open to
the LGBT community as in the west. People may actually make a decision to
not purchase a brand of alcohol if it runs such a campaign in India because of
the social stigma attached to the LGBT community.
Conclusion
If Absolut Vodka has to launch its product in India at this very moment and it
expects to generate a response similar to that it received in the west some
decades back, it must tweak its advertising campaign in the following way:
It should focus heavily on creating ads that appeal to the “diversity” in India.
This can be achieved by centring ads around regional themes like historical
monuments, the wide range of cuisines, dresses, weather, languages etc.
It should not launch a campaign similar to the LGBT community campaign or
any other campaign which might have a social stigma issue attached to it.
This might lead to people not accepting it as a product of choice in a country
like India.
It should neither focus too much nor too less on creating Ads like the Series 1
Ads that are targeted exclusively for a limited class of people, or Ads like the
In An Absolut World which appeal to the revolting mind-set.
It should not spend too heavily to manufacture fancy customized bottles and
packaging boxes like Absolut Temptation but occasional, seasonal and festive
offers on these two fronts can be a good idea as demand and involvement at
these occasions is more, especially in India where festivities are many.
Future Scope
We analysed the data obtained from 88 respondents using Phi & Cramers V
crosstab analysis in SPSS. There is a significant correlation amongst pairs of
items which have a significance value less than 0.05 and thus a level of
confidence greater than 0.95. Some of these pairs are:
Work Ex and Abs_2 Ads
Expense and Abs_1 Ads
Social Drinking and In an Absolut World Ads
These significant correlations can be further researched and more insights
and meaningful inferences can be drawn from this analysis.
In addition, other tests in SPSS like Independent sample T tests and ANOVA
can be used to study the minute relations between the different items of the
survey.
Structural Equation Modelling can be done using AMOS to arrive at a final
model that can be recommended to Absolut Vodka entailing exactly how
much a particular campaign or product feature will contribute to the final
success of the product in India and thus help them in dividing their attention
and focus accordingly.
Last but not the least, more number of responses could be collected and that
too from a wider range of people which could not be done due to limitation of
time. These will help us in running advanced analysis tools in SPSS and
arrive at a better strategy that takes all the kinds of Indian Vodka consumers
into account.
References
“Analysis of Global Marketing Strategies in Distilled Spirits Industry: Absolut Vodka” , Dr. Etienne Musonera, College of Business, Eastern New Mexico University, USA, Dr. David Hemley, College of Business, Eastern New Mexico University, USA “Absolut Immortality”, Rashmi Athlekar
http://adsoftheworld.com/media/print/absolut_vodka_choir?size=_original Absolut Book- Richard W. Lewis http://www.saskschools.ca/~gregory/chr/symbols.html http://www.absolutads.com/gallery/reklama.php?id=429
http://rbth.rg.ru/articles/2008/01/30/vodka_companion.html