advertising campaign of absolut vodka

Marketing Practices & Implementation

Group Project

Submission in Term II

Group 4

Abhijeet Singh (12PGHR01)

Ajay Yashwanth Ronanki (12PGHR09)

Naman Goel (12PGHR36)

Parul Jain (12PGHR39)

Prateek Singhal (12PGHR41)

Sathya S (12PGHR62)

PGHR 2012-14

SECTION I

The Company & the Product

Our product of study is Absolut Vodka manufactured by V&S Group

(Pernod Ricard). It is a brand of vodka produced near Ahus, Skane, in

southern Sweden. The French group Pernod Ricard bought Absolut for an

amount of 5.63 billion euros in 2008 from the Swedish state.

Absolut is the third largest brand of alcoholic spirits in the world after Bacardi

and Smirnoff and is sold in 126 countries.

The Absolut story began long before the introduction of vodka on American

market and can be read on every Absolut bottle: “This superb vodka was

distilled from grain grown in the rich fields of southern Sweden. It has been

produced at the famous old distilleries near Åhus in accordance with more

than 400 years of Swedish tradition. Vodka has been sold under the name

ABSOLUT since 1879.” In 1878, Olsson Smith registered a trademark under

the name of “Absolut Rent Brännvin”, meaning “Absolutely pure vodka”. With

this product, Swedish entrepreneur introduced a revolutionary way of distilling

vodka: a continuous distillation process which produces superior product.

Absolut is still distilled with this method, though it has been further improved.

First exported from Sweden in 1979, in 1985 Absolut ranked first among

imported vodkas in the United States. Today, Absolut ranks third largest spirit

brand around the world and is virtually available in 126 markets. Being

premier global brand, Absolut has the pre-eminent growth share in the

category of premium vodka. In 2003, shipments to the United States

increased 7.7% to reach 72.9 million litres. Its sales growth on global scale

has grown from 10,000 nine-litre cases in 1979 to 7.5 million nine-litre cases

in 2002.

Objective of the project

To study the product differentiation, positioning strategy, branding strategy,

marketing mix and different elements of the advertising campaign of Absolut

Vodka since 1979.

Justification & Significance of the project

When talking about Absolut success story, it is impossible to not mention its

outstanding marketing and advertising campaign: the campaign has been

running for more than 25 years and was built on carefully developed strategy.

Since the beginning of promotional campaign by launch of Absolut Perfection

in 1980, more than seven hundred absolute advertisements were created

(From the Fine art of advertising to the advertising of fine art.). In 1999,

Advertising Age named absolute ad campaign among the ten best advertising

campaigns in the twentieth century. In 2002, Forbes named Absolut Vodka

the number-one luxury brand globally. For 25 years of Absolut promotional

campaign, the company won more than 30 awards for its outstanding

advertisements.

By conducting a research on such a product, we aim to understand the

perfect implementation of guerrilla marketing by Absolut through its absolutely

innovative manufacturing practices, viral videos & other campaigns, and one

of the gems in the history of advertising campaigns. We also aim to

understand the Indian perception about various fine nuances of the product’s

marketing and advertising campaign by conducting a survey and contrast it

against the international perception.

Outline/flow of the project

Study of the positioning strategy, branding strategy and marketing mix of Absolut Vodka

Literature Review of the different elements of the advertising campaign and hypothesis generation

Primary survey to understand the Indian response and perception about Absolut Vodka

Comparison between the results of the primary and secondary research and derivation of conclusion

SWOT Matrix

Strengths:

Famous and established brand in America and Canada

Most powerful advertising campaign amongst all spirits

(increased sales by 14900% over 15 years)

Revolutionary distillation process

Leading luxury brand in the world

Powerful brand image of the company associated with art and

chic

Weaknesses:

Weak company's position after reform in distribution channels

(Seagram, one of the 3 importers of Absolut in U.S. went out of

business)

Complete reliance on brand image as liquor products are all

similar in taste and quality

Opportunities:

Expand channels of advertising in the form of Internet and TV

Establishing new brands to meet the needs of a larger consumer

base in terms of cost and quality

Greater expansion worldwide and deeper penetration in local

markets

Threats:

Emergence of new powerful competitors like Grey Goose,

Ketel One, Belvedere

Pressure from more expensive luxury brands and less expensive

brands like Smirnoff

Active use of TV, radio and other advertising means by

competitors

SECTION II

Literature Review

1. Goal set by the company

The objective of Absolut is to retain its position of market leader in

imported spirits category in the United States and promote its brand

further worldwide. Absolut is the world’s leading company in liquor

industry and therefore it is natural that the goal of the company is to

retain its leading position and increase the sales volumes even further.

Also, the company targets to further establish strong brand image of

the company through its unique and ingenious marketing campaign

cantered on artful, beautiful and chameleon-like bottle, exclusive

quality of the product and appeal to luxury and chic.

2. Target Market

Absolut targets the age group of 15-40 in the global spirits market.

Being available in 126 countries, the brand has acquired American,

Canadian and Finnish market as its main export targets. In these

countries, it has leading positions in liquor industry. Along with such

broad operations area, Absolut’s strategy is aimed at acquiring specific

industry niche worldwide: niche of luxury brands in the liquor industry.

3. Product differentiation & positioning strategy

Positioning strategy refers to how the organization wants its consumers

to perceive their product. The positioning strategy includes the

message the company wants to convey to consumers about its

product.

The positioning strategy of Absolut is built on differentiating their

product from their competitors, of conveying its message through

package, through style, though advertisement, that Absolut vodka is

slightly different from other types and brands of spirits. The positioning

and differentiation strategy of Absolut relies on the main option:

emphasizing the distinctive unique benefit of the vodka concerned.

This is emphasized by the price, by the package (uniqueness of bottle),

by the unique advertising company, conveying both broadcast and

narrowcast messages, by the production method, and, most important,

the quality of chic and magnificence attached to the product.

Competitive differentiation, thus, is the dimension of such positioning

strategy undertaken by Absolut, which provides a strong foundation of

building competitive advantage of the brand and drive all future

marketing decisions. The differentiation strategy of Absolut enables

turn the vision, the image of the company in this particular case, into

the reality and manage customers’ perceptions. Apart from the quality

of the product, the peculiarity of package, and the exporting country,

the main element of differentiation strategy employed by V&S, the

producer of Absolut, is its unique advertising campaign aimed at

creating the image of intellectual, artful, luxury brand. In the liquor

market, there is very little scope for differentiation due to limited taste

and quality differences in the product line. Therefore, it is vital,

notwithstanding of the fact, for a company wishing to establish itself as

a corporate leader, to invent viable and unique differentiating strategy

of its product. This is done by establishing fashionable and artful image

of the company through the means of advertisement. Absolut

advertising campaign still follows a carefully elaborated strategy on the

basis of variety and continuity. The advertisements are sophisticated,

witty and imaginative as they communicate the brand’s values (A

Visual Analysis of the Absolut Vodka Advertising Campaign). Since the

launch of advertisement campaign, about 1,500 Absolut ads were

created. This absolutely innovative advertising helps to create brand

recognition and brand awareness among consumers and impact

greatly on differentiating product specially when competing in product

categories which do not provide considerable scope for differentiation.

The following section will focus on marketing mix, revealing product,

place price and promotion decision targeted at embodying the

company’s branding and positioning strategies.

4. The Marketing Mix

PRODUCT

The brand’s name is Absolut, derived from primary name of “Absolutely

pure vodka”. The style and package of the product differentiates it from

all the other vodka producers around the world (the bottle shape was

taken from classical Swedish medicine bottle which was weird at the

time since it differed from the standard vodka bottle shape. The product

also aims to differentiate itself in quality dimension: Absolut defines its

approach to vodka production as One Source. This One Source is

Åhus, a small picturesque town in the south of Sweden near the

birthplace of Absolut founder Lars Olsson Smith, where every drop of

Absolut vodka is made. The water for vodka comes from Absolut-

owned well, “deep in pristine subterranean aquifers”, as mentioned on

their site. Producing all the production of the company in single space

using local raw materials provides Absolut with total control over all

production stages and ensures that every drop in its 500,000 bottled

made daily comply with its high quality standards. A revolutionary

distillation method invented by Olsson Smith, the continuous distillation

process is used to produce Swedish vodka to ensure that Absolut

achieved the quality it claims to have. Continuous distillation process

serves a superior way to remove impurities in vodka while maintaining

the taste and character of the raw materials used. Thus, it is evident

that practically all parameters of the product concerned are unique.

PRICE

Since Absolut positions itself as a luxury brand, it uses skim pricing

strategy to support its claim for leadership in chic market. Skim pricing

aims at skimming the cream of the top of the market by setting a high

price for its product. The bottle of Absolut costs $35 while a bottle of

American Smirnoff is worth $14. Thus, with no apparent difference in

taste, Absolut sends a message to the higher-strata consumers about

coolness of its brand. In this, the company pursues quality leadership

objective. Recently, a number of competitors, such as Grey Goose,

emerged on American market with price per bottle even higher than

that of Absolut. They attracted a considerable share of customers’

attention, since they appealed to the customers with similar message:

a sign of extremely high quality and chic. Absolut responded by

launching Level, a new brand of Vodka with most innovative distillation

process based on combination of continuous and batch distillation,

which is revolutionary to vodka production. It is understood that the

price per bottle is high as well underlining the uniqueness of production

process and appealing to luxury market segment.

PLACE

To develop its competitive advantage, Absolut decided to strengthen

and integrate its distribution channels, After Seagram, one of three

leading American distribution partners of V&S Group, left business in

the early 1990s, Absolut has undergone a major transition with its

distribution partners to form Absolut Spirits Co., responsible for

importing and marketing of Absolut, Jim Beam and other brands

worldwide and in the United States particularly.

PROMOTION

In Absolut’s case, promotion element of marketing mix was the most

important decisive part of brand building and differentiating the brand

on the global market. Absolut ad campaign has increased vodka sales

of V&S Group by 14,900% over the course of 15 years. This innovative

advertising helped to create brand recognition and awareness around

the world. As Goran Lundquist, the president of Absolut, noted about

Absolut sensation, “the consumers drink ads as much as they drink

vodka”. "Absolut advertising is celebrated not just for its longevity but

also for its ingenuity. Readers tear out the ads and hang them on their

walls. Librarians have to guard their magazines from being de-

Absoluted. College students actually collect and trade ads. A SoHo

antique shop hawks copies of Absolut Wonderland, while a Madison

Avenue newsstand carefully razors the Absolut pages from its stock

and sells them for a few dollars apiece (naturally, selling the magazines

as well)” says one of the numerous case studies on Absolut ad

campaign (A Visual Analysis of the Absolut Vodka Advertising

Campaign). The Absolut advertising campaign still carefully follows a

strategy developed 20 years ago. Since the first ad, 1,500 Absolut ads

were issued all going in line with the brand image: witty, imaginative

and sophisticated. For more then twenty years of Absolut ad campaign,

it was running solely in print ads form, with Internet and TV ads added

to the advertising concept not so long ago. But indeed it’s printed ad

campaign that contributed most to the building of Absolut image and is

appreciated worldwide.

In Absolut ads, “Readers enjoy a relationship with this advertising that

they have with few other advertising campaigns, especially in the print

media. They are challenged, entertained, tickled, inspired, and maybe

even befuddled as they try to figure out what's happening inside an

Absolut ad." The first element of Absolut ad recognized by the

customer is bottle. Since ad has been running for more than 20 years,

readers have become familiar with the way Absolut ads present

themselves. The readers look at the bottle and try to guess what the

image is trying to convey. Words below the image, always in the form

of two-word slogan, “Absolut + something”, give the final key to the

idea. This is the point where Absolut ads become unique. Even if the

reader cannon fully comprehend the message of the bottle, he still

identifies himself with the main element of the ad, the bottle. Thus, the

most important part of the ad always shines to the reader. In the end,

Absolut advertising campaign refers to cultural knowledge. Each

Absolut ad makes reference to some element of pop culture. Even if

the ad references itself, Absolut has become such a landmark, that it is

considered by readers as cultural icon (A Visual Analysis of the Absolut

Vodka Advertising Campaign). The word “absolute”, present in each

ad, gives it’s a definite quality. Thus, the references are portrayed as

some definitive version of cultural element. At the same time, Absolut

ad conveys the message that it is made out to be definitive vodka.

Nothing defines what vodka is better that Abslout. Absolut ad campaign

is also outstanding due to the reason that it refers to both broadcast

and narrowcast codes when reading the ad message. Narrowcast

codes are intended to appeal to the limited audience, which possess

unique knowledge to understand the message of the ad. This can be

illustrated by the example of Warhol advertisement. Only those people

who know the works of Andy Warhol can read the message sent to

them. They thus get the feeling that the ad was tailor-made for them.

As Richard Lewis in his Absolut Book notices, "It's a special set of ads

that are obviously not for everyone. We run them only in literary-

minded publications such as the New Yorker and the New York Times

Book Review or occasionally in film and entertainment magazines...

But we hear time and time again that people appreciate the challenge,

particularly when the conquer it." Thus, narrowcast ads are rewarding

for people who have enough cultural knowledge to understand. This

makes sense of their appeal and adds to the Absolut intellectual image.

Absolut attained one more result by referring to the world of art and

fashion phenomena in their ads: they positioned themselves as

intellectual brand closely related to art, fashion and all modern

progressive movements.

One of recent development of Absolut ad campaign is its active

introduction on the Internet with their high-tech chic site. When the

company launched Absolut Vanilla on the internet, the event was a

departure from its old tradition of print advertisement to introduce new

products. Though internet ads were used earlier, that was the first time

World Wide Web was used ad a primary advertising channel. The site

offers lots of interactive features and again shows that Absolut goes in

pace with time.

Another outstanding recent development was Absolut’s introduction on

television in 2004 to promote new Raspberry flavor. The move was

made in response to competitors (like Smirnoff and Grey Goose) TV

advertisements. The absolute expansion onto television is a

noteworthy event because the success of the brand over 25 years was

built exclusively on its printed campaign. The new form of ad, created

by Absolut, the “art form” continued to live through TV advertisement

and through such innovative advertisement means as Absolut

sculptures exhibition within the framework of Absolut Spectacular

worldwide creative vodka advertising campaign.

The last thing to mention in promotional decisions section is the cost of

ad campaign. In 2004, the cost of Absolut advertisement only in the

USA made up $34 million, which is a considerable sum even for a

world leader.

Hypotheses Development

1. When Absolut entered the U.S. market in 1979, people were accustomed

to American and Russian brands and it was very difficult for a new

unknown foreign brand like Absolut to make a mark in the U.S. market

also because of its price which was at that time about $15. This was

amongst the most expensive drinks in the category at the time. Absolut

understood this insight and basically targeted the rich category of

people using a series of ad campaigns with taglines like ABSOLUT PEAK,

ABSOLUT STARDOM and ABSOLUT 19TH. All of these reflected activities

attainable by the highest social class.

2. One of the most innovative and recognizable ad campaigns, especially in

the U.S. context. This includes both the “ABSOLUT” and the “IN AN

ABSOLUT WORLD” campaign.

3. Absolut created an awesome brand experience through its guerrilla

marketing activities. For e.g., the Absolut Temptation box was so designed

that people felt a strong desire to take out a bottle from the box. Again, the

campaign was so designed so as to capture the attention of passengers

waiting for their luggage at the airports.

4. Robots, sculptors, painters, glass designers, musicians and fashion

designers along with advanced manufacturing equipment were used to

make customized bottles with unique colour combinations, design and

themes. This makes the bottles very attractive and generates the interest

in a regular and even an occasional alcohol consumer to purchase a bottle

just to collect the uniqueness of its design.

5. V&S group identified the increasing proportion of LGBT community in the

U.S. and brought about a plethora of campaigns to emerge a market

leader amongst the members of this community. These included LGBT

targeted efforts, signages in “gayborhoods” etc. They also released some

viral videos to appeal to this community like “Cut the Crap” and

“OUTrageous”.

Methodology

Secondary research in the form of collection of data

Analysis of secondary data to gather insights into the critical factors for the success of Absolut Vodka advertising campaign

Gauging Indian perception about the product's advertsing campaign through primary research in the form of a survey

Comapring the results of the primary reasearch and the insights from the secondary research to understand the difference in perception of the Indian and the American mindset for Absolut Vodka

Questionnaire

1. Age

a. Less than or equal to 21

b. 22 – 24

c. 25 – 27

d. >27

2. Work experience

a. Fresher

b. Less than 1 year of work-ex

c. 1 – 3 years of work-ex

d. >3 years of work-ex

3. Your monthly expenditure on yourself at present (this includes your

expenditure on the fast-food you consume, movie shows you go for,

stationary you purchase and everything else on which you spend for

YOURSELF ONLY)

a. < Rs. 1000

b. Rs. 1000 – 3000

c. Rs. 3000 – 6000

d. >Rs. 6000

4. Do you consume alcohol in general?

a. Yes

b. No

5. Do you consume Vodka?

a. Yes

b. No

6. Do you consume alcohol with your family (SOCIAL DRINKING)?

a. Yes

b. No

7. How often do you drink?

a. Never

b. Rarely

c. Occasionally

d. Frequently

e. Every day or every couple of days

Answer the following questions by rating on a scale of 1 to 5

8. How much do these ads appeal to you?

(1 indicates the least appeal and 5 indicates the highest appeal)





11. How much more or less would you prefer to purchase such bottles than

your usual bottles?

(1 indicates least preference for these bottles, 3 indicates the usual

preference and 5 indicates the highest preference to purchase these

bottles)

12. Do you find this Vodka bottle packaging box unique and appealing?


13. How would it affect your decision to purchase an otherwise excellent brand

of Vodka if it has a separate advertising campaign targeting the LGBT

(Lesbian, Gay, Bisexual, and Transgender) community?

(1 indicates most negative affect, 3 indicates no effect and 5 indicates

most positive affect)

SECTION III

Hypothesis

Series 1 Absolut Ads would make a significantly positive impact if launched in

India at the present time.

Series 2 Absolut Ads would make a significantly positive impact if launched in

India at the present time.

In An Absolut World Ads would make a significantly positive impact if

launched in India at the present time.

Customized fancy bottles of Absolut would make a significantly positive

impact if launched in India at the present time.

Absolut Temptation innovative packaging box would make a significantly

positive impact if launched in India at the present time.

Absolut Vodka separate advertising campaign for the LGBT community would

make a significantly positive impact if launched in India at the present time.

Survey Results

Age

0 10 20 30 40 50 60

<=21

22-24

25-27

>27

Age

Age

Work Experience

Monthly Personal Expenditure

0 10 20 30 40 50

Fresher

<1 Year

1-3 Year

>3 Year

Work Experience

Work Experience

0 10 20 30 40

<1000

1000-3000

3000-6000

>6000



Alcohol Consumption

Vodka Consumption

0 10 20 30 40 50 60

Yes

No

Alcohol Consumption

Alcohol Consumption

0 10 20 30 40 50 60

Yes

No

Vodka Consumption

Vodka Consumption

Social Drinking

Frequency of Drinking

0 10 20 30 40 50 60 70 80

Yes

No

Social Drinking

Social Drinking

0 5 10 15 20 25 30

Never

Rarely

Occasionally

Frequently

Every Day

Frequency

Frequency

Series 1 Absolut Ads perception

(On a scale of 1 to 5)



0 5 10 15 20 25 30

1

2

3

4

5

Series 1 Absolut Ads Perception

Series 1 Absolut Ads Perception

0 10 20 30 40

1

2

3

4

5



In An Absolut World Ads perception


Fancy Absolut Bottles Appeal


0 5 10 15 20 25 30 35

1

2

3

4

5

In An Absolut World Ads perception

In An Absolut World Adsperception

0 5 10 15 20 25 30

1

2

3

4

5

Fancy Bottles Appeal

Fancy Bottles Appeal

Absolut Temptation Box Appeal


LGBT Campaign Appeal


0 5 10 15 20 25 30

1

2

3

4

5



0 5 10 15 20 25 30

1

2

3

4

5



SPSS Results

(Using Phi & Cramers V Crosstab Analysis between demographic and

perception items)

Significance values

Abs_1 Abs_2 Abs_World Bottles Package LGBT

Age 0.399 0.798 0.550 0.881 0.287 0.976

Work Ex 0.202 0.032 0.575 0.532 0.903 0.791

Expense 0.035 0.019 0.485 0.182 0.635 0.843

Alcohol 0.000 0.000 0.040 0.540 0.995 0.894

Vodka 0.000 0.000 0.062 0.722 0.990 0.876

Social 0.271 0.520 0.044 0.506 0.952 0.973

Frequency 0.000 0.001 0.005 0.830 0.824 0.627

*Further discussion in future scope section

Analysis

The results for Series 1 Absolut Ads show that maximum people perceived

the campaign as average (3) with almost an equal decline on both sides.

The results for Series 2 Absolut Ads show that maximum people perceived

the campaign as good (4).

The results for In An Absolut World Ad show that maximum people perceived

the campaign as average (3) with almost an equal decline on both sides.

The results for Customized Fancy Bottles appeal show that maximum people

perceived the feature as average (3) with almost an equal decline on both

sides.

The results for Absolut Temptation packaging box show that there is almost a

uniform distribution of responses. Thus, we can say that people perceived this

feature as average (3).

The results for Absolut special LGBT campaign showed that maximum people

responded on the lower side of the scale. Thus, we can say that people

perceived this campaign as a detriment (2).

Interpretation

The reason for the average results for Series 1 Absolut Ads might be the

research base which has an equal mix of all economic classes. As this series

of Ads were designed to appeal to the rich class, it would fail to appeal to

every section of the economic strata of Indian society.

The reason for the good results for Series 2 Absolut Ads might be the reason

that India is a country exceptionally rich in cultural and historical diversity. The

theme of this series of Ads aimed to connect symbols of different cultures with

the Absolut product. Thus, this kind of cultural inclination may have appealed

to the Indian mind-set which has grown up in an environment where there is

huge diversity in everything.

The average results for In An Absolut World Ads indicate that there are mixed

responses to this series of ads. This series of Ads were designed to appeal to

the revolting side of the human thought-process. Since, India is a country

where traditions are strong and cases of revolt minimum, people may not

accept these Ads as well as in the west where there is much more freedom of

thought and expression.

The average results for customized fancy bottles indicates that people in India

drink for the purpose of drinking and additional features like distinguished

bottle design are of no great appeal to them as long as the drink, price and

other features meet their requirements.

The results for Absolut Temptation Packaging Box indicates that people in

India do not generally purchase whole boxes of Vodka which have about a

dozen bottles but prefer to purchase individual bottles. This limited usage of

Vodka doesn’t allow them to get the innovative box designs that come with

alcohol brands. Thus the average perception since less people actually gets

to experience the packaging boxes.

The poor results for the LGBT campaign indicate that India is not as open to

the LGBT community as in the west. People may actually make a decision to

not purchase a brand of alcohol if it runs such a campaign in India because of

the social stigma attached to the LGBT community.

Conclusion

If Absolut Vodka has to launch its product in India at this very moment and it

expects to generate a response similar to that it received in the west some

decades back, it must tweak its advertising campaign in the following way:

It should focus heavily on creating ads that appeal to the “diversity” in India.

This can be achieved by centring ads around regional themes like historical

monuments, the wide range of cuisines, dresses, weather, languages etc.

It should not launch a campaign similar to the LGBT community campaign or

any other campaign which might have a social stigma issue attached to it.

This might lead to people not accepting it as a product of choice in a country

like India.

It should neither focus too much nor too less on creating Ads like the Series 1

Ads that are targeted exclusively for a limited class of people, or Ads like the

In An Absolut World which appeal to the revolting mind-set.

It should not spend too heavily to manufacture fancy customized bottles and

packaging boxes like Absolut Temptation but occasional, seasonal and festive

offers on these two fronts can be a good idea as demand and involvement at

these occasions is more, especially in India where festivities are many.

Future Scope

We analysed the data obtained from 88 respondents using Phi & Cramers V

crosstab analysis in SPSS. There is a significant correlation amongst pairs of

items which have a significance value less than 0.05 and thus a level of

confidence greater than 0.95. Some of these pairs are:

Work Ex and Abs_2 Ads

Expense and Abs_1 Ads

Social Drinking and In an Absolut World Ads

These significant correlations can be further researched and more insights

and meaningful inferences can be drawn from this analysis.

In addition, other tests in SPSS like Independent sample T tests and ANOVA

can be used to study the minute relations between the different items of the

survey.

Structural Equation Modelling can be done using AMOS to arrive at a final

model that can be recommended to Absolut Vodka entailing exactly how

much a particular campaign or product feature will contribute to the final

success of the product in India and thus help them in dividing their attention

and focus accordingly.

Last but not the least, more number of responses could be collected and that

too from a wider range of people which could not be done due to limitation of

time. These will help us in running advanced analysis tools in SPSS and

arrive at a better strategy that takes all the kinds of Indian Vodka consumers

into account.

References

“Analysis of Global Marketing Strategies in Distilled Spirits Industry: Absolut Vodka” , Dr. Etienne Musonera, College of Business, Eastern New Mexico University, USA, Dr. David Hemley, College of Business, Eastern New Mexico University, USA “Absolut Immortality”, Rashmi Athlekar

http://adsoftheworld.com/media/print/absolut_vodka_choir?size=_original Absolut Book- Richard W. Lewis http://www.saskschools.ca/~gregory/chr/symbols.html http://www.absolutads.com/gallery/reklama.php?id=429

http://rbth.rg.ru/articles/2008/01/30/vodka_companion.html

http://adsoftheworld.com/media/print/absolut_vodka_choir?size=_original

advertising campaign of absolut vodka

Documents

absolut story

absolut bottle

brand of vodka

absolut success story

absolut rent brnnvin

launch of absolut perfection

introduction of vodka

superb vodka