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Introduction
• Leading brand of Premium vodka offering the true taste of vodka in original or your favorite flavors made from natural ingredients.
• Absolut is the third largest brand of alcoholic spirits in the world after Bacardi and Smirnoff.
• Owned by French group, Pernod Ricard.
BCG Matrix
Cash cow in some European countries like Poland, Ukraine, Slovakia.
Dog in RussiaStar in India
STP(Segmentation, Targeting, Positioning )
• Segmentation – – Demographic(What ?) –
• Age – 18-35 years• Sex – Male and Female(especially)• Income – High disposable income group• Religions – All except Muslims• Occupation – Higher Managerial, Administrative, Professionals, College students, Businessmen
– Psychographic (Who ?)– • Social class – Upper middle class• Lifestyle – Party lovers, Socialites
– Geographical(Where) –• Developed & Developing countries, Metros, Cities
– Behavioral (How)– • Occasions – Regular, Special occasions (parties, birthdays, dinners)• Loyalty status – High brand loyalty
Targeting
• Primarily urbanites• Men and women with ages from 18-35• People with high disposable income
Positioning• “People drink ads as much as they
drink vodka”• Use of famous foreign models,
singers, actors• Clever use of the word ‘absolut’• Bring a feeling of awesomeness
through the ads• Make creative ads which associate to
things that connect to the upper classExamples – Exotic locations, Fashion, success, glamour
• Perfectly time the ads with ongoing scenario.Examples – AMUL.
Positioning
• The unique shape of the bottle helps in marketing without the actual product being showed in the ads
• Ads would be showcased on Newspapers, Billboards, outside Bars, also on TV.
How would this help ?
• Would help to increase the proportion of vodka drinkers, by converting vodka drinkers into drinkers.
• Tends to increase the amount of vodka consumed by average consumers by increasing the frequency
Marketing mix – 4p’s• Product– Bottle size - 50ml, 200ml, 350ml, 375ml, 500ml, 700ml,
750ml, 1 lt, 1.2 lt, 1.5 lt,1.75 lt and 4.5 lt– Design – Elégant bottle designs, each bottle nothing short
of collector’s item
• Product (contd) :– Quality – Numerous times distilled, used a clean source of
water in the manufacturing process, very little aftertaste & little to no burn
– Variants : All possible fruits and combinations of fruits, flavor for each country, Limited editions
Price
• List price – Rs. 2500 for 750ml, Rs. 700 for 200ml, Rs.250 for 50ml
• Discounts only to the retailers if ordered in bulk or ordered online
Promotion• Lot of care is taken during the manufacturing process.• Showcase of that process will show how much efforts,
time, energy and extra care is being taken.– Example : Making the employees stare at one bottle for 15
minutes and if single flaw is found bottle is rejected• Starting projects with artists and musicians• Absolut bottles making appearances in tv shows, movies
and series.• Sponsoring music events, high-profile events, DJ nights,
parties, concerts.• Ads in fashion, sports, music magazines.