Absolut VodkaIntegrated Marketing Communication

Presented By Group 5:

Nabila AzmatullaNoshin MamsaParikshit GhoshalRuchika RawatSandeep Shah

Agenda Evolution of Absolut Vodka Current Scenario Positioning Packaging Concept of One Source Brand Personality Advertising Strategy Communication Medium Competition

Evolution of Absolut Vodka

It was introduced by Lars Olsson Smith The first country to which it was

exported to, was the USA Currently it is the world’s third largest

premium spirits brand It’s head office is located in Stockholm The Absolut Company is a part of

Pernod Ricard

Positioning

Vodka-Russian Absolut-Swedish Positioned as: Premium Product Absolute highest quality Product as Art

Packaging Bottle-Found

inspiration in a Swedish medicine bottle

Label-No label because they wanted to show how clear and pure their vodka was

Concept of One Source

Åhus in southern Sweden Raw material (winter wheat) comes

from the surrounding fields Water comes from their own well Each and every bottle of Absolut that

goes to any part of the world comes from the same place, Åhus

Brand Personality

‘Absolut’ validity from ‘Adsolut’ men

Brand Personality

Cutting edge Cool yet Playful Rebellious Classic Sophisticated

The Absolut Brand

Symbolic: The iconic product meaning

Imagery: An elevated and definite lifestyle

projection

Social authority: Addressing cultural contradictions

Communication Medium Used

AdvertisingPrintTelevision

Public RelationsAbsolut Ice BarChristmas Ads

Webabsolut.com

Features of Absolut Ads

Originality Simplicity Sophistication Popularity Creativity Curiosity

Advertising Strategy

Think Local

Gay Themed Ads

Art

Fashion

Music

Advertising Campaigns

Absolut Statehood

Absolut Cities of Europe

In An Absolut World

Taxi

Analysis of the Absolut Strategy

POSITIVESSuccessful, long-running campaignThe image created, makes people want to experience by drinking Absolut VodkaHas created an Absolut community that people can relate to Easy to recall the brand when buying liquorStylish, humorous and innovative ad attributesAd adapts to the current trend and taste, thus increasing the number of interested people.When people hear of a new advertisement, they want to know what it isAbsolut ads are almost like collectables

Analysis of the Absolut Strategy

NEGATIVESAdvertising tirednessPeople might get annoyed from the ads, rather than interested and attractedCompany can be perceived as boring, due to the same adsPeople need to adapt to the new adsLoyalty and familiarity need to be re-gainedCostly to develop a whole new successful campaignHigh expectations due to previous ad success

Competition

Product Segments Platinum Super-premium Premium Standard priced Popular priced

Stolichnaya

Russian Vodka Positioned as Authentic having Russian

heritage Communication Medium used:

SMSDigital bannersPrint AdsTV AdsKiosksBus Sheletrs

Grey Goose

French Vodka Positioned as World’s best tasting

vodka Focuses on the glamour quotient in

their ads Communication Medium used:

Word of MouthPrint AdsTV AdsCreative BTL

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