Advertising Campaign Analysis Of Absolut Vodka

4537 words - 18 pages


Marketing Practices & ImplementationGroup ProjectSubmission in Term IIGroup 4Abhijeet Singh (12PGHR01)Ajay Yashwanth Ronanki (12PGHR09)Naman Goel (12PGHR36)Parul Jain (12PGHR39)Prateek Singhal (12PGHR41)Sathya S (12PGHR62)PGHR 2012-14SECTION IThe Company & the ProductOur 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 projectTo 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 projectWhen 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...

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