Strategic Analysis of the brand "Absolut Vodka"

Résumé du document

Today, ABSOLUT Vodka is one of the best-sold vodkas in the world, because of its image (96.6 million liters sold in 2008). This image is based on advertising, and a targeted communication strategy using art as the main marketing strategy. For its advertisements Absolut works with the well-known advertising agency TBWA (Pepsi, Adidas, Visa, McDonald's etc).


Each bottle of Absolut Vodka is produced in the small town of Ahus (8 984 inhabitants), in southern Sweden. Absolut can control all stages of production using local raw materials. These bottles are produced in the Nobbelov distillery (open in 2005), which is one of the most modern and energy-efficient distilleries in the world. This distillery produces 143 million bottles per year, which is a proof of its performance.

The production of ABSOLUT Vodka is a unique process, introduced in the nineteenth century by "The Vodka King" Lars Olsson Smith, and called "continuous distillation", which indicates that the vodka is distilled hundreds of times to remove all impurities. Besides, the company has more than 400 years of vodka-making as a tradition. Hence customers are more confident in the product and are assured of the credibility of Absolut.

ABSOLUT Vodka has created more than 12 different kinds of vodka. The names of all these products correspond to different flavors, and have their own identity. The purpose of Absolut is to keep customers aware of the fact that that the brand exists, and is dynamic, and to encourage them to continue to buy Absolut.

Extraits

[...] Lenny Kravitz is not the first artist who worked with the brand; it started in 1985 with Andy Warhol who was asked to do a painting of an Absolut Vodka bottle. When the painting appeared as an ad it was an incredible success and got immediately the worldwide media attention. The Microenvironment on the contrary can be influenced by the company (and vice-versa) and it includes factors like: customers, competitors, suppliers, distribution channels, and the general public. The microenvironment can be divided in four subsets: Customers (actual or potential): In the case of Absolut the kind of customer is variable, because of its willingness to touch most of the people. [...]

[...] Hence customers are more confident in the product and assure ABSOLUT a good credibility. Multitude of product: ABSOLUT Vodka created more than 12 different kind of vodka. All those products names correspond to different flavours and have their own identity. The purpose of ABSOLUT is to keep customers awoken that the brand exist and is dynamic, to continue buying Absolut. Exhaustive implementation: ABSOLUT is available in 126 markets and is the number two brand of premium vodka worldwide behind Smirnoff. [...]

[...] Strategic Analysis of the brand "Absolut Vodka" An Absolut World” What is the first word that comes to your mind when you hear Art, Modernity, Big party . This Brand leads a real struggle of every day to be the first brand which pops in your mind. In a world where everything is going faster what have done the famous vodka producer called ABSOLUT to follow or anticipate the changes in the macro and microenvironment. And what strategy Absolut has developed to introduce its new product “Absolut level” in the niche of super premium vodka. [...]

[...] Hence Absolut Vodka put forward that its beverage is distilled a hundred times to eliminate all impurity. People cares also about the earth's health, Absolut has take this in consideration by reducing the energy consumption by 20% for every bottle of Absolut. The first objective of Absolut Vodka is to attract people's attention, in order to do that they need to differentiate their product. In comparison to the advertising campaign of the other alcohol brands, Absolut Vodka has a unique positioning. [...]

[...] The Strengths of this brand is the price of its product which is the lower in the niche of premium vodka. However Smirnoff does not produce premium vodka, they just give that impression by insisting on the purity of its alcohol which is distilled three times. Stolichnaya. Stolichnaya emphases on its history, it was the first distributor of vodka in Russia in 1901, the official supplier of Kremlin in 1925, and use Cyrillic calligraphy and an old fashioned bottle to remind the customers they are buying real Russian premium vodka. [...]