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 whats going on in these areas.
List of Popular Br and 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
Gil bey'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
2009 Aust Alcohol Consumption Per Capita
Every drop of ABSOLUT VODKA comes from one source, the village of Åhus in southern Sweden 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 International Markets US Market
Indian Market
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 Male/Female males
Q uantitative
Responses
from 25 Surveys 11
Age Distribution
14
16
4
15-20
21-30
females
3
2
30-40
>40
Research Weaknesses Sample restricted to only NCR.
Br and Salience Breadth & depth of brand awareness Q.1 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
Br and Salience Q.2 You are aware of which brand of alcoholic beverage ?
22 8
absolut vodka
Here
2
9
smirnoff vodka
jhonny walker
again Absolut suffers all because of insufficient marketing tools.
bacardi rum
Br and Salience Q.3 Which
Smirnoff
vodka brand does u like to drink?
is the most common brand in the Indian Market.
Br and Salience Q.4
How often do u drink Absolut in a months time?
The
graph shows a huge potential in the Indian Market
Br and Performance Q.5
Do
you like the absolute bottle?
The
bottle is the USP of the Absolut brand
Br and Performance Q.6
hat do u like about the bottle?
W
Br and Imager y Q.7
Brand
personality of Absolut
Br and Imager y Q.8 How do u like to drink your Vodka?
Br and Imager y Q.9
here was the last place u had drinks?
W
Clubs and Pubs are the most common place for the consumption of Absolut , so efforts should be made to increase awareness in such places
Br and Judgment Q.10 Is absolut value for money?
Absolut is percieved as an expensive brand as compared to smirnoff, which is clearly a leader in vodka category
