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Absolut Vodka - Marketing Strategy
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




                                                        2


                    November, 2011   Fe Lix - Germany
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
                                                          3
 Fourth largest spirit brand in the world

                      November, 2011   Fe Lix - Germany
TARGET GROUP
 Contrarians and minorities
 Youth

 Working people




                                                        4


                    November, 2011   Fe Lix - Germany
COMPETITORS
   Vodka:
    Smirnoff
    Grey Goose
    Belvedere

 Bacardi Rum
 Johnnie Walker




                                                       5


                   November, 2011   Fe Lix - Germany
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




                                                        6


                    November, 2011   Fe Lix - Germany
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


                                                          7


                      November, 2011   Fe Lix - Germany
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“




                                                         8


                     November, 2011   Fe Lix - Germany
EXAMPLES BOTTLE AD




                                                 9


             November, 2011   Fe Lix - Germany
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%




                                                       10


                   November, 2011   Fe Lix - Germany
EXAMPLES IN AN ABSOLUT WORLD AD




                                                 11


             November, 2011   Fe Lix - Germany
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




                                                         12


                     November, 2011   Fe Lix - Germany
ABSOLUT FLAVOURS
 Seventeen different flavours
 One premium flavour – Absolut Elyx




                                                       13


                   November, 2011   Fe Lix - Germany
ABSOLUT LIMITED EDITION
 Hundreds of limited editions bottles and second
  skins
 Special design and low quantities




                                                         14


                     November, 2011   Fe Lix - Germany
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




                                                        15


                    November, 2011   Fe Lix - Germany
ABSOLUT IS EVERYWHERE
 Overexposure of Absolut in media and magazines
 Spent much money to present the brand in tv
  shows, movies and series




                                                       16


                   November, 2011   Fe Lix - Germany
CONCLUSION
 Present on every channel to become more popular
 Absolut has to encourage the european market

 Absolut Vodka is a symbol for clever marketing




                                                        17


                    November, 2011   Fe Lix - Germany
November, 2011
                                    Fe Lix - Germany
     THANK YOU FOR YOUR ATTENTION




18
ABSOLUT GUERILLA MARKETING
   Absolut targeted consumers in a vulnerable
    situation




                                                          19


                      November, 2011   Fe Lix - Germany

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Absolut Vodka - Marketing Strategy

  • 2. 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 2 November, 2011 Fe Lix - Germany
  • 3. 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 3  Fourth largest spirit brand in the world November, 2011 Fe Lix - Germany
  • 4. TARGET GROUP  Contrarians and minorities  Youth  Working people 4 November, 2011 Fe Lix - Germany
  • 5. COMPETITORS  Vodka: Smirnoff Grey Goose Belvedere  Bacardi Rum  Johnnie Walker 5 November, 2011 Fe Lix - Germany
  • 6. 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 6 November, 2011 Fe Lix - Germany
  • 7. 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 7 November, 2011 Fe Lix - Germany
  • 8. 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“ 8 November, 2011 Fe Lix - Germany
  • 9. EXAMPLES BOTTLE AD 9 November, 2011 Fe Lix - Germany
  • 10. 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% 10 November, 2011 Fe Lix - Germany
  • 11. EXAMPLES IN AN ABSOLUT WORLD AD 11 November, 2011 Fe Lix - Germany
  • 12. 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 12 November, 2011 Fe Lix - Germany
  • 13. ABSOLUT FLAVOURS  Seventeen different flavours  One premium flavour – Absolut Elyx 13 November, 2011 Fe Lix - Germany
  • 14. ABSOLUT LIMITED EDITION  Hundreds of limited editions bottles and second skins  Special design and low quantities 14 November, 2011 Fe Lix - Germany
  • 15. 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 15 November, 2011 Fe Lix - Germany
  • 16. ABSOLUT IS EVERYWHERE  Overexposure of Absolut in media and magazines  Spent much money to present the brand in tv shows, movies and series 16 November, 2011 Fe Lix - Germany
  • 17. CONCLUSION  Present on every channel to become more popular  Absolut has to encourage the european market  Absolut Vodka is a symbol for clever marketing 17 November, 2011 Fe Lix - Germany
  • 18. November, 2011 Fe Lix - Germany THANK YOU FOR YOUR ATTENTION 18
  • 19. ABSOLUT GUERILLA MARKETING  Absolut targeted consumers in a vulnerable situation 19 November, 2011 Fe Lix - Germany