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ABSOLUT VODKABRAND AUDIT

Rachit KhannaJyotika SinghVipul AroraHemant PuriHeena BhasinVarun ChauhanManishKhagesh SharmaShrey VirmaniYogesh Kumar

Brand Labs

Core Values•Clarity, simplicity and perfection

Target Market•Primarily urbanites•Men and women ages 25 to 34

Psychographics characteristics• Young, up and coming individuals • Highly conscious of wanting to

succeed in their life both professionally and personally

• Interested in new trends in fashion, music and design and they typically know what’s going on in these areas.

ABSOLUT STRATEGY

List of Popular Brand of Vodka(Competitors)

• Finlandia: From Finland made from spring water and barley

• Iceberg Vodka: Made from the waters of icebergs from the coast of Greenland

• Gilbey's: An American vodka

• Grey Goose: from France, made from fine grain and mineral water that's naturally filtered with champagne

limestone.

ABOUT ABSOLUT

• ABSOLUT VODKA was introduced in the US in 1979

• Today It is the 3rd largest international premium spirit in the world

• It is available in 126 markets.

• Since its launch Absolut has achieved significant global sales growth, from 90 thousand litres in 1979 to 96.6 million litres in 2007

• Every drop of ABSOLUT VODKA comes from one source, the village of Åhus in southern Sweden

2009 Aust Alcohol Consumption Per Capita

Source: ABS

Absolut India

• Launched in 2003(V&S Group)

• 126 market for the Company

• Currently focusing on the mall going upper middle class segment of Indian Market.(Huge presence in the Liquor shops inside Malls )

Product Life cycle

Indian Market

US Market

International Markets

SWOT(Indian Prospective)

Strengths• High Brand Recall and Recognition• Distinct Bottle shape• Varity of Flavors(13)• Strong Distribution Network(Pernod Ricard)• A Young and Fashionable feel to the Brand

Weaknesses• Not Available at all Price points• Late Entry in the market• Not a well known brand the market.• Promotion Strategy too Strong for Indian Mentality

Opportunities• Growing Market• Change in Social Patterns, life Style and Population

Pattern• At present Indian Vodka Industry is growing

at36%CAGR and is expected to reach $15 Million by 2015

Threats• Continuous fears about the social impact of

alcohol abuse• Insufficient market instruments in India• Change in Regulatory Environment• Recent launch of the other brands like

Finlandia

CBBE Model

METHODOLOGY

Quantitative• Responses from 25 Surveys

Age Distribution

Research Weaknesses•Sample restricted to only NCR.

Brand Salience• Breadth & depth of brand awareness

Are you aware of the Absolut slogan?

Indian Consumers are not aware of the Absolut slogan mainly due to the Insufficient market instruments in India

Q.1

You are aware of which brand of alcoholic beverage ?

Here again Absolut suffers all because of insufficient marketing tools.

Q.2

Brand Salience

Which vodka brand does u like to drink?

Smirnoff is the most common brand in the Indian Market.

Q.3

Brand Salience

How often do u drink Absolut in a months time?

The graph shows a huge potential in the Indian Market

Brand Salience

Q.4

Brand Performance

Do you like the absolute bottle?

The bottle is the USP of the Absolut brand

Q.5

What do u like about the bottle?

Brand Performance

Q.6

Brand Imagery

Brand personality of AbsolutQ.7

How do u like to drink your Vodka? Q.8

Brand Imagery

Where was the last place u had drinks?

Brand Imagery

Q.9

Clubs and Pubs are the most common place for the consumption of Absolut , so efforts should be made to increase awareness in such places

Brand Judgment

Is absolut value for money?

Absolut is percieved as an expensive brand as compared to smirnoff, which is clearly a leader in vodka category

Q.10

Brand Resonance

Would you recommend Absolut to your friends?Q.11

Absolut drinkers are not very loyal

BRAND IDENTITY PRISM

Cutting edge,Cool yet PlayfulRebellious, Classic, Sophisticate

Swedish culture,European culture,youth,Think Local

Believes in being the best ‘Absolut’Stylish,different

Not very hard, expensive

Brings class & luxury

Distilled liquor beverage

Recommendations

•Continue with the Bottle

•Create Awareness among the masses

•Effectively use the parents brand

Focus More on BTL

• Have Absolut marketing staff hand out cocktails inspired by Absolut flavors

• Facebook link for the particular flavour to “become a fan”

• In club Activities.• Sponsoring of events

Visibility of Price, Flavours, and Slogan using Retailers

• “Win the visibility war”Win the visibility war” contest through the

sales channel to generate more visibility and

availability

• Large Absolut Bottle Displays

• Prominently placed in stores

• Large eye-catching pricing

• Wide range of Absolut products

Visibility of Price, Flavours, and Slogan using Retailers

In-Store DisplayPub/Club Display

$39.50$39.50

Questions?

Thank You!