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