absolut vodka - marketing strategy
DESCRIPTION
Presentation about the history, development, two marketing campaigns and the world of Absolut Vodka (2011)TRANSCRIPT
AGENDA
Basic information
The marketing strategy of Absolut Vodka
A real story of success begins
Two different campaigns over 30 years
It is all about to support the Brand
Conclusion
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Fe Lix - Germany November, 2011
BASIC INFORMATION
Absolut Rent Bränvin was founded by Lars
Olsson Smith in 1879
Ahus, Sweden
In 1979 Absolut Vodka was launched in the US-
Market
Available in over 150 countries
Worldwide sales 2010: 99million litres
Pernod Ricard took over Absolut in 2008
Fourth largest spirit brand in the world 3
Fe Lix - Germany November, 2011
TARGET GROUP
Contrarians and minorities
Youth
Working people
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Fe Lix - Germany November, 2011
COMPETITORS
Vodka:
Smirnoff
Grey Goose
Belvedere
Bacardi Rum
Johnnie Walker
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Fe Lix - Germany November, 2011
MARKETING STRATEGY
Mixture between: advertising, PR and sales
promotion
=> all communication is to enhance the brand
image!
The strategy believes in continuity combined
with variety
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Fe Lix - Germany November, 2011
A REAL STORY OF SUCCESS BEGINS
In 1979 Absolut Vodka introduced its product in
the US-Market
Faced with few challenges:
Most competitive market in the world
Who would buy a vodka from Sweden?
Absolut is a premium vodka in a higher price
level
Totally unknown
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Fe Lix - Germany November, 2011
ABSOLUT BOTTLE AD
The first marketing campaign of Absolut
Started 1979 and ran over 25 years
The Bottle shape should be unforgettable
One of the famous marketing campaigns which
ever existed
Absolut won over 350 awards in the last years for
its „Bottle Ad Campaign“
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Fe Lix - Germany November, 2011
EXAMPLES BOTTLE AD
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Fe Lix - Germany November, 2011
IN AN ABSOLUT WORLD
Second marketing campaign discontinued
2010
No establishing of the brand anymore
Focus is on the message
What happen “In An Absolut World”
Sale increased by 9%
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Fe Lix - Germany November, 2011
EXAMPLES IN AN ABSOLUT WORLD AD
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Fe Lix - Germany November, 2011
IT’S ALL ABOUT TO SUPPORT THE BRAND
Long marketing campaigns
Seventeen different flavours
Hundreds of different limited edition bottles
Cooperation with artists and musicians
Overexposure of Absolut Vodka in the media,
magazines, bars, stores and unlikely locations
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Fe Lix - Germany November, 2011
ABSOLUT FLAVOURS
Seventeen different flavours
One premium flavour – Absolut Elyx
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Fe Lix - Germany November, 2011
ABSOLUT LIMITED EDITION
Hundreds of limited editions bottles and second
skins
Special design and low quantities
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Fe Lix - Germany November, 2011
ABSOLUT ART AND MUSIC
Absolut started many projects with artists and
musicians to become more popular
Famous partners: Jean-Paul Gaultier, Philipp
Plein, Andy Warhol, Keith Haring, and Lenny
Kravitz
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Fe Lix - Germany November, 2011
ABSOLUT IS EVERYWHERE
Overexposure of Absolut in media and magazines
Spent much money to present the brand in tv
shows, movies and series
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Fe Lix - Germany November, 2011
CONCLUSION
Present on every channel to become more popular
Absolut has to encourage the european market
Absolut Vodka is a symbol for clever marketing
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Fe Lix - Germany November, 2011
THANK YOU FOR YOUR ATTENTION
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an
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Novem
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ABSOLUT GUERILLA MARKETING
Absolut targeted consumers in a vulnerable
situation
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Fe Lix - Germany November, 2011