Case Analysis: Absolut Vodka - Managing Marketing Communications

Résumé du document

Much of Absolut's success can be attributed to chief executive Roux's marketing astuteness as he defied conditional marketing research data and transformed the adversarial environment into an opportunity. Similarly, what was an odd shaped bottle became Absolut's distinctive appeal and uniqueness.

Mr. Roux had the background, first-hand experience, determination, and suave salesmanship from his educational training and restaurant business which also contributed to the campaign's success through his input. While the market for brown liquor decreased between 1975 and 1986 by 35.65% and the overall Vodka market grew by 9.2%, Absolut enjoyed a phenomenal growth of 22% per year during the decade.

As the market trends changed, he adopted strategies to give Absolut an edge over its competition by listening to his sales representatives and incorporating ideas and marketing to adapt to these changes. He had an astute ability to engage trend-setters of the world by targeting these groups through magazines, concerts, etc. and then they would advertise the product for him. Furthermore, he tripled the advertising budget in 1988 compared to the previous year to become a trendsetter himself.

However, it would be important to highlight that Absolut was able to make bigger than expected inroads when Stolichnaya, the current bestseller, was boycotted due to political sentiments.

Extraits

[...] Carillon commission an original song by Brazilian Carlos Jobim to run in Rolling Stone “Absolut Jobim.” Art and Fashion Even the packaging, bottle, is an important method for promotion. The Absolut ad used in Vogue in 1988 pictured a silver dress designed by David Cameron on a woman who, in effect, became the bottle. The idea was to lead the bottle to the hero in a whimsical fashion. One artist, Tom Ford responded was great to be able to be associated with a company that has such an understanding of fashion design and has supported the work of fashion designers and artists over the years”[1]. [...]

[...] Lemon is dominant, but other citrus flavors are added to give a fuller flavor. ABSOLUT CITRON has a distinct character of lemon and lime with a hint of sweetness. Introduced in 1988. Lines introduced after the case was written ABSOLUT KURANT is made from black currant, a distant cousin to the grape. It is a fragrant dark berry that grows on shrubs of up to six feet in height. ABSOLUT KURANT has a distinct character of black currant, with a hint of tartness and sweetness. [...]

[...] Introduced in 2004. Absolut Appendix C Absolut Art. [...]

[...] The creative flexibility also allowed the firm to adopt its advertising to different segments without altering its basic positioning. For example, by having an ever changing word after Absolut, the firm is able to create quickly and easily create Christmas ads, movie related ads, or ads for any condition while remaining brand consistent. Also, the consistent backdrop of the bottle leads to their packaging disadvantage to be their central theme of all their ads. The bottle itself was created to attract the affluent and wealthy, so this segment is targeted automatically in all their ads. [...]

[...] Case Analysis: Absolut Vodka - Managing Marketing Communications IF yes, continue Reading Executive Summary: Absolut Vodka has experienced exponential growth in the US. How do you continue to grow at this rate? Even though Absolut was making record profits, the issue of alcohol use or its abuse was being questioned by skeptics. Background Market size for brown, white, and specialties is decreasing by (Absolut Appendix Social concerns about drinking has risen There is intense competition from the wine and beer industries Entry barriers imposed by distribution channel offerings The sale of alcohol is controlled by the states and each state has its own rules regarding the sales and distribution Absolut used a pull strategy to drive demand through its creative advertising Much of Absolut's success can be attributed to Roux's marketing astuteness as he defied conditional marketing research data and transformed the adversarial environment into an opportunity. [...]