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7/30/2019 Absolute Case Study

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Absolut India

Key Concerns

Competitive Scenario

Late entrant into the Indian market

Highly Expensive and Low Accessibility

Available only in Duty Free and 5 Star bars

Restriction on Advertising and Promotions

Low product desirability in the Indian market

White Spirits have only 5% market share in the

Indian market

Entry Strategy PR


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Our Objectives

Introducing & generating sustained visibility for ABSOLUT

brands available at the Duty Free Shops / Hotels &

Restaurants

Move towards establishing top of the mind recall for the

ABSOLUT brand around the launch of these brands in the

country

To establish credibility behind Kyndal India


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The Pre-Launch

Corporate Announcement

To announce intention of Absolut to foray into India

Leverage visits of top-brass

Corporate stories to establish credibility of Kyndal India

Absolut Mulit.

Sneak preview of Mulit Teaser & The Making of the Mulit

To establish Indian connection through Bollywood

Highlight Absolut Differentiation

Build up to Premier of Mulit at the Launch

Media Interactions with Mulit Star Cast

Absolut Akademi.

Tasting Session of Absolut


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The Training Sessions wereheld in association withleading Bars and Hotels

across Delhi & Mumbai


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The Launch

Press meet with select media for the formal announcement

Create visibility for visit of Global Head

Corporate BUZZ for Absolut

Absolut Global Party of the Year

Perizaad Zorabian Host of the Party

Premier of Mulit & Branding opportunities

Celebrity Bartender

India centric Cocktails

Absolut Mulit Cocktail Lounge

Celebrity hair-dresser Sylvie

Exclusive dinner party co-hosted with the Swedish ambassador

Reach out to Bureaucratic Community in Delhi

Highlight significance of Absolut : Swedens legendary brand

Differentiation

Interactive Salsa Performance

Absolut captured in Ice

Celebrity Bar-man


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The Press Conference

V&S Absolut Spirit PresidentBengt Baron and Kyndal India

Director Siddharth Bannerji at theofficial announcement on

ABSOLUTs entry into the Indianspirits market


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Announcing The Launch


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Electronic Media Coverage

Introducing ABSOLUT to India


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Global Party of the Year

Absolut to change the Indian Party Scenario

Branding:

Created a special wall with Absolut Advertisements

Sculptures of Absolut Bottles

Special Display of Absolut Bottles

Unique Pegs:

Premier of Mulit

Perizaad Zorabian Host of the Party

Celebrity Bartender India centric Cocktails

Specialty Brand FocusPerizaad sports a Mulit hairdo

Extensive brief to stars about Absolut

Global Party of the Year


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ABSOLUT MULIT COCKTAIL LOUNGE

Indias leadinghairstylist,

Sylvie giving amakeover to

modelsrandomly

selected fromthe audience

Paper accessory designer,Vrinda Gokhaleglamorizes models withaccessories inspired by

the ABSOLUT bottle shape


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Cheers!:Siddharth

Banerji raises atoast to the

Mulit CocktailLounge in Delhi

Models raise atoast to

ABSOLUTBollywood andABSOLUT DelhiCocktails after

the makeover

Show Stoppers Nikitaand Aishwarya donAbsolut Fashion


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Jan Toreheim, BrandAmbassador, ABSOLUT

with Indi-pop singer,Shibani Kashyap

Punjabi pop singer,Shankar Sawhney shares a

light moment withhairstylist, Sylvie

Mohit Chauhan, lead singerof Silk Route group with

punjabi pop-singer,

Shankar Sawhney

Close Encounters: Punjabipop-singer, Mika with Indi-pop singer, ShibaniKashyap


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Exclusive Dinner Party

ABSOLUT caught in ice

The ABSOLUT Salsa


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The Absolut Dinner Party


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Where Are We Today

Brand recognised as a premium vodka

Strong linkages to fashion and lifestyle

Links to global lineage are being established

The bottle

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