Absolut Vodka - Brand Analysis - 5933 Words

Brand Management and Communication Professor Sandor Czellar May 2010 ABSOLUT VODKA - BRAND ANALYSIS TEAM 8 Julien Bruderer David Fleury Matteo Giabbani Fabrizio Padula Jonathan Queloz Brand Management and Communication Absolut Vodka – Brand Analysis TABLE OF CONTENTS INTRODUCTION ............................................................................................................................ 3 1. FIRM PRESENTATION ............................................................................................................. 3 1.1 The origin of the name .......................................................................................................... 3 1.2 The new owner: Pernod-Ricard†¦show more content†¦Brà ¤nnvin literally means burnt wine and is analogous to the German Branntwein. The term is also used in Norway, Denmark and Iceland. Afterwards Smith decided to switch the name to Absolut Rent Brà ¤nvin (Absolutely Pure Vodka), in order to market his much improved product. Smith challenged the city of Stockholm s liquor marketing monopoly with his superior vodka. It was sold at a lower price than the monopoly s product, just outside the city border. Smith even offered free boat rides to the distillery and Rent Brà ¤ nvin made Smith a fortune. In 1917, the alcohol industry in Sweden was monopolized by the Swedish government. Vodka was then sold nationwide under the name Absolut Rent Brà ¤nnvin. The name changed with intervals, Renat Brà ¤nnvin or Absolut Rent Brà ¤nnvin. In 1979, the old name Absolut was picked up when the upper-price range Absolut Vodka was introduced.1 Until the 24th of July 2008 Absolut was owned by VS Group, which was owned by the Swedish government. That day the Government took the decision to sell the company to Pernod Ricard. 1.2 The new owner: Pernod-Ricard Before focusing our attention on the category brand itself, it is important to describe shortly the owner of this alcoholic drink; Pernod-Ricard, who is a FrenchShow MoreRelatedNew Product Launch Marketing Plan Part 1 Team B1226 Words   |  5 Pagesand Cody Hogue MKT571 December 9, 2014 Joseph Ordyna 1.0 Executive Summary – Absolut Element The Absolut Company  grew from the success of Absolut Vodka, a unique Swedish vodka that conquered the world on its own terms. In a little more than 30 years, Absolut Vodka has become one of the world’s best-selling spirits and has created a unique legacy of quality, creativity and originality that lives on to this day. At Absolut it is believed that greatness isn’t so much about what you leave behind youRead MorePositioning of Absolut Vodka1555 Words   |  7 PagesAbsolut Positioning. This report will describe the concept of positioning, effective positioning and its relation to segmentation. It will analyse the positioning of Absolut vodka in its market share. In this report the relevant positioning criteria will be identified and appropriate positioning maps to support the analysis will be used. In addition, suggestions on how to improve and develop the Absolut’s positioning will be given as well. In order to apply the relevant academic theory to theRead MoreAbsolut Company SWOT Essay702 Words   |  3 Pagesï » ¿The Absolut Company SWOT Analysis Strengths Supreme quality product image Absolut Vodka is a high quality spirit, and it is positioned as one of the leading luxury brands in the world. With it’s witty, chic advertising and it’s unique production methodology, it has reached the top of mind of spirit consumers around the world. The brand image is closely connected to art and chicness. Good price-quality ratio Since Absolut positions itself as a luxury brand, it uses premium pricingRead MoreTaking a look at Sky Spirits LLC1540 Words   |  6 PagesDuring 1992, one of the strongest opponents of VS Absolut Spirits was born. SKYY Spirits LLC entered the market for alcoholic beverages without having any difficulties, despite the fact that Absolut had established itself in the States for the past 13 years. The entrance of the SKYY Company was mostly due to the lack of entry market barriers from the Absolut Vodka. The SKYY Company was founded in 1992 by Maurice Kanbar in San Francisco, California and ever since then, both its popularity and theRead MoreEncyclopedia Britannica: Marketing Analysis-Term Case Report Essay1267 Words   |  6 PagesEncyclopedia Britannica: Marketing Analysis-Term Case Report Table of Contents I. Executive Summary II. History of the Company’s digital/internet era III. Competition IV. Analysis V. Recommendations I. Executive Summary: Encyclopedia Britannica is one of the oldest, well known brands in the world. The Encyclopedia Britannica was first published in 1768. Encyclopedia Britannica was the leader in the Encyclopedia industry for over 200 years and established a strongRead MoreClassical Analysis Essays1748 Words   |  7 PagesFall 2012 8 October 2012 Classical Analysis In an Absolut World Absolut vodka is based on 500 years of tradition originating in Sweden. Under the original name â€Å"Absolut rent branvin,† which means â€Å"absolutely pure vodka,† Absolut was introduced in the United States in 1979 and since has become one of the world’s most famous spirits. The advertisement campaign, In an Absolut World, was just another successful entry in the company’s advertising history, and Absolut advertising continues to be recognizedRead MoreAdvertising : The Ad Creates Awareness Of The Gucci1168 Words   |  5 PagesAbsolut Gucci Awareness: The ad creates awareness of the product Absolut Vodka to the Gucci consumers. With the bottle and the text Absolut written on the back of the Gucci jacket, the consumer gets aware of the brand. This is a unique idea to advertise the brand as consumers tend to remember ideas that are different from others. Acceptance: With associating Absolut with a luxury brand Gucci, the ad has created more chances of consumers accepting the brand; consumers want to associate themselvesRead MoreCase Study- Absolute Vodka2756 Words   |  12 PagesAbsolut Vodka’s Absolute Global Marketing On a lovely morning of September 2009, with the fiftieth â€Å"beep†, Steven scanned the last bottle of the limited edition Absolut Vodka 2009 on the spirits Shelf of Selfridges London. The latest special-edition bottles of Absolut - packaged in a dramatic heavy-metal rock style, wrapped with golden studs and gray leather, rapidly become a spot light among the shelf, the whole spirit of Rock n’ Roll are simple illustrated by the new design, and just as its normalRead MoreAbsolute Vodka: Defending A1.0-Executive Summary VS Group, a Swedish Company Owned by the Government Created VS Spirits to Produce Market and Sell Absolut Vodka Which Is the Companyà ¢Ã¢â€š ¬Ã¢â€ž ¢S Strongest Brand (Created in5052 Words   |  21 PagesAbsolute Vodka: Defending a1.0-Executive Summary VS group, a Swedish company owned by the government created VS Spirits to produce market and sell Absolut Vodka which is the companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s strongest brand (created in 1979). To maximise the brandà ¢Ã¢â€š ¬Ã¢â€ž ¢s market share and strengthen its competitive position, the company established a jointed venture called Future Brands LLC to distribute its products more effectively strictly in the USA, which is Absolutà ¢Ã¢â€š ¬Ã¢â€ž ¢s strongest market. Although the brand is the secondRead MoreSmirnoff Marketing Strategy Essay3743 Words   |  15 PagesIndex 1. Mission Statement 2 2. Product 3 3. SWOT Analysis 4 Strengths 5 Weaknesses 5 Opportunities 5 Threats 5 4. Competition 6 Ad Comparison: Smirnoff vs. Absolut 7 Smirnoff Vodka 8 Popularity 9 5. Market Research 10 Target Market 10 Focus Group and Blind Taste testing 13 6. Marketing Strategies 15 Table of Figures 16 1. Mission Statement It was very difficult to find an actual mission statement for Smirnoff Vodka but we did find a mission statement for Smirnoff Vodka’s

The Theory Of Developmental Psychology - 1336 Words

Developmental psychology is viewed as different approaches which aims to look at how children and adults develop. Theories such as Bowlby s attachment theory can explain how a child s development can be altered by their attachment, thus leading to the ideology of the nature vs nurture debate, nature referring to the process of biological maturation while nurture is referring to the impact of the environment or surroundings, which involves the idea that a person learns through experiences. (McLeod, S. A, 2012) The Psychodynamic approach was developed by Freud who stated that we have the conscious, preconscious and unconscious mind. Erikson agreed with Freud about this area of development but his main concern was that of the social side†¦show more content†¦Monotropy acts like a framework through the internal working model. Bowlby stated that infants are born with innate social releasers which encourage the caregiver to provide care. Furthermore this primary attachment needs to happen during a time called the ‘critical period’ (Holmes, 1993). This is supported by Lorenz (1935) who took a large clutch of goose eggs and kept them until they were about to hatch out. Half of the eggs were then placed under a goose mother, while Lorenz kept the other half beside himself for several hours. Lorenz found that geese follow the first moving object they see, during a 12-17 hours critical period after hatching. This process is known as imprinting. However, there are flaws in this evolutionary theory, which is Schaffer and Emerson’s research of 60 infants in Glasgow concluded that all infants made a primary attachment, this supports Bowlby’s assumption of monotropy. However they also found that infants made multiple attachments which undermine this. (A2 Psychology 101, 2014) Another principle of the attachment theory is the need to develop social, cognitive and emotional skills. To relate this to the attachment theory, the child would of had a primary caregiver who reinforced social, cognitive and emotional development, if a child was not being stimulated accordingly bowlby s theory of maternal deprivation this would result in long term cognitive, social, and emotional difficulties. This is supported byShow MoreRelatedThe Theory Of Developmental Psychology1644 Words   |  7 Pages Developmental Psychology 2 Abstract Developmental Psychology is a scientific study that shows psychological changes in human being to birth to adulthood. It was first made to help infants and children, but now it has expanded to help the adolescence and adults just as well. Paul B. Baltes, has apply the six principles of human development, lifelong, multidimensional, multidirectional, gains and losses, contextualRead MoreThe Theory Of Developmental Psychology1896 Words   |  8 PagesDevelopmental psychology is viewed as different types of approaches which aim to look at how people develop. Theories such as Bowlby s attachment theory can explain how a child s development can be altered by their attachment, thus leading to the ideology of the nature vs nurture debate, nature referring to the process of biological maturation while nurture is referring to the influence of the environment or surroundings, which involves the idea that a person learns through experiences.(McLeodRead MoreTheories And Theories Of Development al Psychology874 Words   |  4 Pages DESCRIBE AND EVALUATE 2 THEORIES IN DEVELOPMENTAL PSYCHOLOGY Attachment states to a particular strong bond with a specific person or persons. The bond among the person is emotional and effective, and the person that an infant bond to in this way is known as an attachment figure as said by Schaffer(1977),there are three ways in which attachment can be developed. There are three ways in which attachment can be developed. The first one is when the new born baby is attached to any human; secondary,Read MoreTheories Of Developmental Psychology : Attachment Theory1178 Words   |  5 PagesDescribe and evaluate two theories in developmental psychology Attachment theory, it refers to an affectionate bond. â€Å"A relatively extended and enduring connection with the partner is important as a unique individual is interchangeable with no other† Ainsworth (1989) cited in Gross (2003) hand out in class (03/06/2013).The aim of this attachment is for the infant to remain in close proximity to the attachment figure as she is considered the secure base and the infant would become distressed on separationRead MorePiaget s Theory On Stages Of Developmental Psychology1039 Words   |  5 Pages― Toni Sorenson Jean Piaget was a leader in the field of developmental psychology, the study of how people grow. Instead of continuing the Freud s work with psychoanalysis, as many psychologists and philosophers did at the time, Piaget stayed â€Å"closer to his teacher Pierre Janet s psychology† (Vidal) Best known for his theory on stages of cognitive development, Piaget was a great innovator and set up the foundation for today’s psychology and education. Working with children from the early 1920sRead MorePiaget s Theory On Stages Of Developmental Psychology1180 Words   |  5 Pages― Toni Sorenson Jean Piaget was a leader in the field of developmental psychology, the study of how people grow. Instead of continuing the Freud s work with psychoanalysis, as many psychologists and philosophers did at the time, Piaget stayed â€Å"closer to his teacher Pierre Janet s psychology† (Vidal) Best known for his theory on stages of cognitive development, Piaget was a great innovator and set up the foundation for today’s psychology and education. Working with children from the early 1920sRead MoreFreud, Erikson, And Piaget : Theories Of Developmental Psychology Essay2372 Words   |  10 PagesPiaget: Theories in Developmental Psychology Many factors influence children’s development as well as that massive amount of development theories that elaborate on why children do certain things, why children have developmental disorders, or even why some children have developmental delays. Although there are many theories regarding children development and how they are influences, theorist make some great points in the child development but with any theory come flaws such as developmental issuesRead MoreDescribe and Evaluate Any Two Theories in Developmental Psychology1220 Words   |  5 PagesDescribe and evaluate any two theories in developmental psychology. By Aimee Kaur This paper will focus on two theories in moral development within developmental Psychology. There are three components to our morality; these are emotional, cognitive and behavioural. Shaffer (1993) described morals as a â€Å"set of principles or ideals that help the individual to distinguish right from wrong and to act on this decision† In his book The Moral Judgement of the Child (1932), Piaget states that allRead MoreAttachment Theory For Understanding Risk And Protection Factors Within Developmental Psychology1940 Words   |  8 PagesThis essay will comprises, firstly, on past research looking into what attachment/ attachment theory is, focusing on Bowlby’s (DATE) research into why an infant’s first attachment is so important. Followed, by the work of Ainsworth et al (1978) bringing to light the findings from the strange situation, and how the research can explain mental illness. From this and in-depth discussion looking at how the previously discussed pieces of research have an effect on two particular disorders, depressionRead MoreAttachment Theory For Understanding Risk And Protection Factors Within Developmental Psychology1988 Words   |  8 PagesThis essay will comprise, firstly, on past research looking into what attachment/ attachment theory is, focusing on Bowlby’s (DATE) research into why an infant’s first attachment is so important. Followed, by the work of Ainsworth et al (1978) bringing to light the findings from the strange situation, and how the research can explain mental illness. From this and in-depth discussion looking at how the previously discussed pieces of research have an effect on two particular disorders, depression and

Ap Us History free essay sample

The French-Indian War was a major turning point in relations between the Americans and the British. American colonists were generations removed from their British ancestry, and it showed on the battlefield. The Bruits and Americans had different tactics and ideals during the war. These differences created bitterness between the Americans and British economically, theologically, and socially following the war due to the fact that the British controlled the colonies and could therefore tax them/tell them what to do.If two countries hate each other, and one of the countries has control of the other one, problems are bound to arise, as they did between America and Britain following the French-Indian War. These problems would eventually lead to the American Revolution. Economic relationships between Americans and Bruits soured following the French- Indian war due to the increased taxes on colonists that resulted from the high cost of the war.According to document F, the tax revenues brought in from the colonies by the Bruits was seen as insufficient after the French-Indian War (due to the vast increase in territory and population as seen in document and the British Order in Council suggested that they increase the taxes placed upon the colonies, for they were in fact growing. We will write a custom essay sample on Ap Us History or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page An example of these taxes included the Stamp Act, which placed taxes on many paper-oriented materials.This was a hugely disliked tax by the colonists, as represented by Benjamin Franklin in document G and the newspaper headline in document H, and was indicative of the kinds of unfair taxes that the British imposed on the colonists after the French-Indian War. The effects of the French-Indian War also stirred up political disagreements between the British and Americans. The previous policy of British rule over the colonies was Salutary Neglect, meaning the British would let the colonies govern themselves as long as they maintained fair trade relations with the British.Following the war, however, strict trade laws called the Navigation Acts made it so that Americans had restricted trade with places other than Britain. The Navigation Acts were a response to the lack of revenue mentioned in document F, and created a colonialist feeling of resentment towards the British. These feelings of resentment (in conjunction with many other feelings toward many other unfair acts that limited the prosperity of the colonies) led to the desire of a separate government, and ultimately the American Revolution.The Ideological differences between colonists and the British were noticeably different during the French-Indian War. According to document D, which Is a Massachusetts soldiers diary, the American soldiers were seen as little better than slaves to their [English] officers. American soldiers felt Like they were Englishmen, but were denied the English liberties and rights that they felt they deserved. This was probably due to the fighting styles/other ideologies that differed and made the English feel superior to the colonists.These feelings shone through on the taxes placed upon the colonists and the various laws/acts passed that restricted colonial freedom. Americans and British people after the year 1763 were caused by the French-Indian War. When Britain abused its powers over the colonies, there was a major retaliation which really should have been expected due to the harbored resentment possessed by the Colonists towards the British. The French-Indian war magnified existing feelings between colonists and Englishmen, and also created bitter resentment, which led to restlessness and the American Revolution.

The Logic Of Evaluation Essay Research Paper free essay sample

The Logic Of Evaluation Essay, Research Paper The Logic of Evaluation Along with inquiries there are replies, most inquiries must be evaluated before geting to those replies. Normally when I am inquiring a inquiry I go through a mental procedure of measuring the inquiry at manus before giving what I considered to be the most accurate reply. The intent of my rating of the inquiry is to govern out the other possible replies. Is rating the key to giving the, or acquiring the, right reply, non ever. However with rating of the inquiry you can acquire more accurate history of what is being asked and how you can interrupt it down to come up with the most right reply. Evaluation is non merely a mental procedure in which you as an single trades with internal feelings besides be obtained through the outside aggregation of informations, observations, and your ain or others personal experiences. We will write a custom essay sample on The Logic Of Evaluation Essay Research Paper or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page With all of this working for you in the procedure of rating your reply will be more accurate than if you were to think without the rating of the inquiry. One cheery twenty-four hours on holiday in Denver C olorado I was looking for a laundry mat. I had been driving around for some time with no luck. I pulled into a Circle K and asked the gas boy where one was located. He pointed and said five minutes that way. He had failed to use the evaluation process to answer my question. This evaluated answer that he should have given would include my data on travel as well as his personal experience of getting there himself. Evaluation is the heart of every question because without it your answer may not be as clear, precise or even relevant to the question. Evaluation can be lengthy at times when a simple guess is all that is required to get the ?job? done. If all you are interested in is getting an answer of any sort why bother asking the question. Without careful evaluation of the questions being asked our need to strive for more would not be met in the sense that we were not taking the question seriously enough to take the time to evaluate for the most accurate answer. Spontaneity is good a nd fun but not when there is question or doubt. I would rather be a fool for five minutes asking a question than a fool for life not knowing the answer.