Absolut Vodka does not only taste great but also has a unique brand and a great marketing strategy and advertising material. This presentation digs deeper into Absolut Vodka's brand positioning and introduces possible enhancements to the company's strategy and products.

1. Introduction
Introduction
Imagine the freedom
Customer
if
Competition everything was perfect
Relevance
Recommendatio
ns

3. The Absolute Consumer
Age: 25-40
Sex: Males & Females
Location: North Europe & North America
Introduction
Customer
cosmopolitan
Competition sophisticated
Relevance affluent culturally aware
Recommendatio
ns
moderate – high socio-economic status

5. The Prospected Consumer
Segmentation based on location:
Western countries: 25-60 years old
Asia: 25-40 years old
Introduction South America: 30-50 years old
Customer Brick countries:
Global Expansion into China & Brazil
Competition Why not India or Russia?
Relevance
early adopters
Recommendatio contemporary
ns
function-oriented
moderate income level

7. Competition: Analysis
sales volume
Introduction sales: 24.3m sales: 10.7m
price: $10 price: $25
Customer
Competition price level
Relevance
Recommendatio
ns sales: 2.3m
price: $40

8. Competition: Selection
Introduction
Customer
Competition
Relevance
vs.
Recommendatio
ns

9. Relevance: Overview
Antes Drivers
Introduction
Customer
Competition
Neutrals Fool’s Gold
Relevance
Recommendatio
ns
source: The McKinsey Quarterly (2003, No. 4)

10. Relevance: Fool’s Gold
Introduction Winter Wheat Scientific
Customer
Competition Bränndvin
Culture specific
Viking’s Strength
Relevance
Recommendatio
ns Features Reason of failure

11. Relevance: Overview
Antes Drivers
Introduction
Customer
Competition
Neutrals Fool’s Gold
Relevance
Recommendatio
ns
source: The McKinsey Quarterly (2003, No. 4)

12. Relevance: Antes
Grey Goose & Absolut
Introduction
Different Flavors
Customer
Drink Recipes Good Experience
Competition
Premium Vodka Purity
Relevance
Recommendatio
ns
Features Emotional Benefits

13. Relevance: Antes
Grey Goose & Absolut
Unique Bottle
Introduction
Advertising
Customer
Exclusivity
Competition
Relevance
Recommendatio Brand Awareness
ns
Features Emotional Benefits

14. Relevance: Overview
Antes Drivers
Introduction
Customer
Competition
Neutrals Fool’s Gold
Relevance
Recommendatio
ns
source: The McKinsey Quarterly (2003, No. 4)

15. Relevance: Drivers
Grey Goose
Cork Lid
Introduction
French Nobility Upper Class
Customer High Pricing
Snobbish
Competition
Relevance
Recommendatio “best taste” Uniqueness
ns
Features Emotional Benefits

16. Relevance: Drivers
Absolut
Art
Introduction
Customer Superiority
Understanding
Competition Belonging
Relevance
Recommendatio
ns
Features Emotional Benefits

19. Relevance: Drivers
Absolut
Introduction
Absolut World
Customer
“The Absolut Superiority
Competition
World is a better
place to be”
Belonging
Relevance
Recommendatio Responsibility
ns
Features Emotional Benefits

22. What is missing?
Campaigns Togetherness
Introduction
Customer
Fun & Happiness
Competition
Relevance Products Future oriented
Recommendatio
ns
Features Emotional Benefits

23. Recommendations: Campaigns
Absolut Invitation Absolut NoCurfew
•Bottle Service •Special events
•Absolut Bucket •Presence at selected clubs
Introduction
•Principle of “Join our
bottle.”
Customer
Competition
Relevance
Recommendatio
ns

24. Recommendations: Products
Introduction
Customer
Competition
Relevance
? ? ?
Recommendatio
Absolut Eco Absolut Health Absolut Spicy
ns

25. Recommendations
Introduction
IN AN ABSOLUT WORLD
Customer
Competition How would your Thammasat be?
Relevance
Recommendatio
ns