absolut- final ppt
TRANSCRIPT
![Page 1: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/1.jpg)
561411705a60005614
![Page 2: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/2.jpg)
ABSOLUT VODKABRAND AUDIT
Rachit KhannaJyotika SinghVipul AroraHemant PuriHeena BhasinVarun ChauhanManishKhagesh SharmaShrey VirmaniYogesh Kumar
Brand Labs
![Page 3: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/3.jpg)
Core Values•Clarity, simplicity and perfection
Target Market•Primarily urbanites•Men and women ages 25 to 34
Psychographics characteristics• Young, up and coming individuals • Highly conscious of wanting to
succeed in their life both professionally and personally
• Interested in new trends in fashion, music and design and they typically know what’s going on in these areas.
ABSOLUT STRATEGY
![Page 4: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/4.jpg)
List of Popular Brand of Vodka(Competitors)
• Finlandia: From Finland made from spring water and barley
• Iceberg Vodka: Made from the waters of icebergs from the coast of Greenland
• Gilbey's: An American vodka
• Grey Goose: from France, made from fine grain and mineral water that's naturally filtered with champagne
limestone.
![Page 5: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/5.jpg)
ABOUT ABSOLUT
• ABSOLUT VODKA was introduced in the US in 1979
• Today It is the 3rd largest international premium spirit in the world
• It is available in 126 markets.
• Since its launch Absolut has achieved significant global sales growth, from 90 thousand litres in 1979 to 96.6 million litres in 2007
• Every drop of ABSOLUT VODKA comes from one source, the village of Åhus in southern Sweden
2009 Aust Alcohol Consumption Per Capita
Source: ABS
![Page 6: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/6.jpg)
Absolut India
• Launched in 2003(V&S Group)
• 126 market for the Company
• Currently focusing on the mall going upper middle class segment of Indian Market.(Huge presence in the Liquor shops inside Malls )
![Page 7: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/7.jpg)
Product Life cycle
Indian Market
US Market
International Markets
![Page 8: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/8.jpg)
SWOT(Indian Prospective)
Strengths• High Brand Recall and Recognition• Distinct Bottle shape• Varity of Flavors(13)• Strong Distribution Network(Pernod Ricard)• A Young and Fashionable feel to the Brand
Weaknesses• Not Available at all Price points• Late Entry in the market• Not a well known brand the market.• Promotion Strategy too Strong for Indian Mentality
![Page 9: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/9.jpg)
Opportunities• Growing Market• Change in Social Patterns, life Style and Population
Pattern• At present Indian Vodka Industry is growing
at36%CAGR and is expected to reach $15 Million by 2015
Threats• Continuous fears about the social impact of
alcohol abuse• Insufficient market instruments in India• Change in Regulatory Environment• Recent launch of the other brands like
Finlandia
![Page 10: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/10.jpg)
CBBE Model
![Page 11: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/11.jpg)
METHODOLOGY
Quantitative• Responses from 25 Surveys
Age Distribution
Research Weaknesses•Sample restricted to only NCR.
![Page 12: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/12.jpg)
Brand Salience• Breadth & depth of brand awareness
Are you aware of the Absolut slogan?
Indian Consumers are not aware of the Absolut slogan mainly due to the Insufficient market instruments in India
Q.1
![Page 13: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/13.jpg)
You are aware of which brand of alcoholic beverage ?
Here again Absolut suffers all because of insufficient marketing tools.
Q.2
Brand Salience
![Page 14: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/14.jpg)
Which vodka brand does u like to drink?
Smirnoff is the most common brand in the Indian Market.
Q.3
Brand Salience
![Page 15: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/15.jpg)
How often do u drink Absolut in a months time?
The graph shows a huge potential in the Indian Market
Brand Salience
Q.4
![Page 16: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/16.jpg)
Brand Performance
Do you like the absolute bottle?
The bottle is the USP of the Absolut brand
Q.5
![Page 17: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/17.jpg)
What do u like about the bottle?
Brand Performance
Q.6
![Page 18: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/18.jpg)
Brand Imagery
Brand personality of AbsolutQ.7
![Page 19: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/19.jpg)
How do u like to drink your Vodka? Q.8
Brand Imagery
![Page 20: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/20.jpg)
Where was the last place u had drinks?
Brand Imagery
Q.9
Clubs and Pubs are the most common place for the consumption of Absolut , so efforts should be made to increase awareness in such places
![Page 21: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/21.jpg)
Brand Judgment
Is absolut value for money?
Absolut is percieved as an expensive brand as compared to smirnoff, which is clearly a leader in vodka category
Q.10
![Page 22: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/22.jpg)
Brand Resonance
Would you recommend Absolut to your friends?Q.11
Absolut drinkers are not very loyal
![Page 23: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/23.jpg)
BRAND IDENTITY PRISM
Cutting edge,Cool yet PlayfulRebellious, Classic, Sophisticate
Swedish culture,European culture,youth,Think Local
Believes in being the best ‘Absolut’Stylish,different
Not very hard, expensive
Brings class & luxury
Distilled liquor beverage
![Page 24: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/24.jpg)
Recommendations
•Continue with the Bottle
•Create Awareness among the masses
•Effectively use the parents brand
![Page 25: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/25.jpg)
Focus More on BTL
• Have Absolut marketing staff hand out cocktails inspired by Absolut flavors
• Facebook link for the particular flavour to “become a fan”
• In club Activities.• Sponsoring of events
![Page 26: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/26.jpg)
Visibility of Price, Flavours, and Slogan using Retailers
• “Win the visibility war”Win the visibility war” contest through the
sales channel to generate more visibility and
availability
• Large Absolut Bottle Displays
• Prominently placed in stores
• Large eye-catching pricing
• Wide range of Absolut products
![Page 27: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/27.jpg)
Visibility of Price, Flavours, and Slogan using Retailers
In-Store DisplayPub/Club Display
$39.50$39.50
![Page 28: Absolut- FINAL PPT](https://reader033.vdocuments.net/reader033/viewer/2022061123/547237c0b4af9f541d8b466e/html5/thumbnails/28.jpg)
Questions?
Thank You!