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.
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Absolut Vodka
1. Introduction
Introduction
Imagine the freedom
Customer
if
Competition everything was perfect
Relevance
Recommendatio
ns
2.
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
4.
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
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
17.
18.
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
20.
21.
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