Absolut Final

ABOUT Founded in 1879 in Ahus, Sweden the company was established by Lars Olsson Smith. Smith’s liquor business became the foundation for the government monopoly due to which Vin & Sprit (Wine & Spirits) got created in 1917 in Sweden.

ABSOLUT ONE SOURCE STORY. One source is our production philosophy, meaning that every aspect of our production journey takes place in and around the small village of Ă…hus, Sweden. All ingredients for Absolut Vodka are sourced from southern Sweden. Every drop of water and every seed of wheat comes from one water source, one village and one community.

This is the reason why no matter where you are in the world Absolut will always have the same high quality.

In the true spirit of Absolut, we are constantly striving to make our superb vodka even better. Taking responsibility from seed to bottle, for a better world and a better vodka.

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VISION Absolut Vodka has acquired thirty iconic status thanks to its avant-garde vision of the world. Its success is put down to the quality of the product and a communication that blurs the boundaries between ADVERTISING and ART.

ONLY ABSOLUT CAN DO IT.

MISSION Is to be a positive part of those special moments when people socialize. All over the world, we inspire great conversations with our brand communication and add a dimension of style and sophistication with our products.

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HISTORY Smith who wanted to create a vodka unique to Sweden developed a system that would remove impurities from the vodka without compromising the raw ingredients. The original name for his alcohol was Absolut Renat Brännvin, meaning “absolutely purified spirits”. Absolut Vodka has continued this process since 1879. L.O. Smith’s main values for his company included advo-cating moderation, making a superior product, caring for employees and coworkers, and creating a better world. In 1979, Absolut Vodka was launched internationally and in 2008, was purchased by Pernod Ricard for 8.3 billion dollars. Although Pernod Ricard is a French Company, The Absolut Company continues to make Absolut Vodka fresh from Sweden just like L.O. Smith used to make it.

REIMAGINING WHAT’S POSSIBLE It’s a story of people who believed in creating something better, this is the story of transformation from status quo to extraordinary THIS IS THE STORY OF ABSOLUTE.

1836 A boy named Lars Olson Smith was born in Poverty in Southern Sweden. He was determined to make something of himself. He started as a distributor for 3/4 of the vodka sold in Sweden. https://www.severskelisty.cz/tradice/trad0035.php https://images.app.goo.gl/UCDZ1pvT8qcMpr1E6

1879 He transformed the Vodka distilling process by distilling it hundreds of times which as a result removed all the impurities from the vodka. He named it “Absolute Pure Vodka”. It grew Internationally!

He built his empire in Southern Sweden. Built a new distillery to meet the growing demands. Hundred years later this is where Swedish Vodka craftmanship has been perfected over generations.

It is in this palce where absolut has transformed it’s potential.

IT’S FROM ONE LAND ONE WATER SAME WELL SAME PLACE.

But, All Vodka started the same way through Partnership with Local Farmers. It’s unique for a International Brand to stick to it’s grounds of it’s history and treditions. Every Bottle is from Aarhus and by the people of Aarhus in Sweden.

https://www.absolut.com/en/news/articles/one-source-story/

1978 The Vodka was perfected, but it had to be bottled and this was a important decision to make. Glass makers molded glass which ended up in an Antique shops. At this time the answer was found in a vintage apothecary bottle encountered in stockholm’s oldest neighborhood. Some said “Bottle is just a bottle” but it is by this transformation something basic turned into one of the world’s most recognized vodka brand. The bottle was everything that Absolut stood for

CLARITY SIMPLICITY PERFECTION

1979 Absolut entered America and saw the creative nightlife that it had. Spots like Studio 54 area and Palladium turned into places where partying was an artform. This insired the brand.

Next three decades Absolute pushed the boundaries of what one would expect from a nightout. The idea of parties with a Artistic Edge evolved into parties created by the Artists themselves.

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1980 Most of the clubs had Ads on Absolut. But the next medium that Absolut was interested in was publication . It need to show it’s creativity on the cover’s of the magazines. Ninety Four Agencies were interested to work with Absolut. But there wasn’t any clear idea as to how to go about with their campains. Jeff Hayes came up with an idea to remove all the Flash and Glitz that sourrounded the bottle and present it in it’s true glory. This was the creation of the first advertisment which was also the idea for all the up coming thousands of editons which won hundreds of award for it’s creative advertisment. It changed the was how ads were supposed to look like.

1986 Yet again Absolut was about to revolutionize the ad industry by collaborating with Andy Warhol by getting ART to the masses. The brand encouraged the world to explore their own self expression proving things are not only what you see, but also any version of them that can be imagined.

It used art to change perspectives. Many collaborated with the brand. For some it was to be a part of the movement and for others it was their big break.

Absolute had proved that anything was possible through creativity. This journey contines till today...

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BRAND PERSONALITY LIFESTYLE...

Absolut is someone who is financially comfortable, has a creative business and is open minded. Absolut understands Art and abstract ideas and thoughts. A extrovert who loves to party and lives the night life sometimes.

Has a good taste in clothing. Is up with trends and accepts everyone the way they are.

TRAITS Artistic Prestigious Open Minded Hip Mature Sassy

Sarcastic Socialable Sophisticated Modern Young

EMOTIONS Cheerful Pride Aesthetic Satisfaction

Attitude Excitemet Happiness

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WE TRIED MATCHING THIS WITH SOME OF THE CELEBRITIES AND FINALISED

Jim Sarbh was born on 27th August 1987 in Mumbai, Maharashtra, Indian.

He’s received lots of appreciation from the audience for all the work in his movies. He’s won awards from films such as International Indian Film Academy Award. He is a handsome guy who is 5’9’’ . His Favourite colour is Black and White.

He has a great taste in fashion and loves to party and drink.

JIM SARBH

HARRY STYLES

RIHANNA

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BRAND LANUAGE BOLD AND DIRECT The brand language of Absolut was communicated successfully with the help of a series of aesthetically designed advertisement campaigns both in print and in electronic media.

It was decided that there should be no label to hide the crystal clear contents. After much discussion and several prototypes the team came to the conclusion that some kind of colored lettering was required. Blue was decided upon as a the most visible and attractive color, the color that is still used today for the Absolut Vodka logo.

Absolut is known for its simple, but sophisticated ads, a picture of the bottle accompanied by a witty caption, has broken advertising records year after year and has also captured the imagination of the general public.

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VALUES THE ART OF PARTYING Absolut came to America and saw the creative night life. Spots like Studio 54 and others turned into a place where partying was a artform. This inspired the brand.

Three Decades later absolute pushed the boundries of what to expect from a nightout. The brand evolved with it’s approch from parties with Artistic Edge to parties created by the artists themselves.

TAGLINE

“Country of Sweden” https://www.freepik.com/free-photo/hand-crowd-disco_1419713.htm#query=clubing&position=4

BRAND DESIGN ELEMENTS PRIMARY ASSETS 1. Logo Always size and place the logo correctly, for consistency. Never alter the logo, or relationship within it’s parts. Use the white logo on full-bleed images and colored backgrounds. Use the blue logo on white backgrounds only. Only use the black logo for product extensions, or if needed to make the logo stand out from significant blue décor or graphics.

2. Brand colors Always use the right color codes and ensure your endresult has the right hue. The proportions between our brand accent color, Absolut Blue, and white, black and greys is approximately 25–30% Absolut Blue out of the total.

3. Brand fonts Always use the right font for the right purpose and type of communication. Never use fonts other than the Absolut fonts.

SECONDARY ASSETS 4. Backdrop image range Always use the provided backdrop images as backdrop to the white logo. Use the images with full bleed, and in line with cropping guidelines. For legal reasons never use backdrop images in bought media, and never modify or alter the images. See stated dates in guidelines for legal rights of usage and always remain within these.

5. Secondary color palette Always use the right color codes for our secondary colors and ensure your end-result has the right hue. Never use secondary colors instead of brand colors, but as a complement.

6. Brand materials Always use the materials in our range, in their natural color or in colors that follow guidelines – for long life items, in the brand colors, and for short life items, in the brand or secondary colors.

7. Bottle outline Always use the iconic bottle outline as a three-dimensional form and only in the versions provided, to ensure it is always consistent and recognizable. It is always the shape of the 750 ml bottle, standing up, and without elements placed over it. The bottle is a secondary branding element and can not replace the logo. https://images.app.goo.gl/1hQNynQag49NdibX7 https://images.app.goo.gl/xeypzaXRJLctKaPX6 https://images.app.goo.gl/UvUAnN22QYFD2u5N7

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TONE OF VOICE Absolut uses their iconic bottle attached with a witty caption in their print ads. Their brand also speaks aesthetics combined with celebrating diversity.

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TARGET AUDIENCE The target audience is 23 - 34 year urbanites.

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BRAND PERSONALITY The brand personality of Absolut was communicated successfully with the help of series of aesthetically designed advertisement campaigns both in print and in electronic media.

The word Absolut was punned in conjunction with creative images of the bottle and with strong positive feeling awakening words or phrases.

Absolut did simple, but sophisticated ads, a classy picture of the bottle accompanied by a witty caption. The advertisement campaigns were nice to look at, easy to understand yet had the spark of intelligence and smartness.

Absolut vodka with such rich heritage has always been known for it is out of the league branding strategies for creating a buzz in the market by breaking stereotypes.

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PRODUCT The Absolut Vodka flavors are made by blending the vodka with only natural flavors and no sugar is added. Absolut is as pure as vodka can be. Still, that purity has a certain taste; rich, full-bodied and complex, yet smooth and mellow with a distinct character of grain, followed by a hint of dried fruit (2009). Absolut Vodka currently comprises its products within many flavors, such as vanilla, raspberries, a peach, ruby red, pears, and mango.

The bottle shape of the Absolut Vodka has made it one of the world's most iconic products and reinforces the brand's strong design heritage. It looked elegant, different, simple, and very Swedish, and was decided that there should be no label to hide the crystal clear liquid.

Blue was decided upon as the most visible and elegant color for the Absolut Vodka logo.

The flavor comes in a transparent bottle to show how pure and clear its vodka is.

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SWOT ANALYSIS

STRENGTHS

WEAKNESSES

UNIVERSAL BRAND EQUITY: Worldwide distribution, high consumer/brand recognition in United States.

COST: Due to single production center, costs to transport vodka around the world are high and potential for issues if problems occur at the production center.

ONE SOURCE PRODUCTION: Guaranteed quality, all production comes from single distribution center in Sweden.

COMPETITIVE MARKET

PARENT COMPANY: Pernod Ricard, is well known and funded.

INCREASING COST OF FUEL: Distribution depends completely on transportation, which is getting more expensive as fuel cost rise

OPPORTUNITIES

THREATS

Hypothetically, Absolut could expand their product portfolio to include ready to drink items such as ABSOLUT SELTZER

GOVERNMENT actions and advertising restrictions against alcohol

The use of SOCIAL MEDIA (especially Facebook) to reach clients USE ADVERTISING to have brand association with premium products

EXCESSIVE DRINKING can have a negative impact on health PERCEPTIONS of alcohol brands can some-times be negative

EXECUTION SUMMARY Due to the large age range and variety of lifestyles, we will be utilizing different mediums and time frames to optimize reach to the audience. This campaign will center around the slogan “Absolut You�. The campaign will encourage people to associate themselves and their experiences with Absolut Vodka. Each of the following executions are examples of how we can create ways for people to associate Absolut Vodka with their own experiences. We are focusing primarily on non-traditional media because that is the most effective type of advertising for our target audience of millennials.

EXECUTION/MEDIUMS Snapchat Absolut Night Billboard Magazine App Stickers TV Facebook/Instagram Sponsporships Tastemade Hulu

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COMPARISON: HISTORY Grey Goose was originally created Sidney Frank, in 1996 Absolut was established in 1879 by Lars Olsson Smith and is produced in Ã…hus, Sweden.

Smirnoff was established in 1864 PRICE India Absolut Vodka Price In India - INR 2,884 for 750 ml.

Grey Goose Vodka Price In India - INR 5,200 for 750 ml.

Smirnoff Triple Distilled Vodka Price India - INR 1,462 for 750 ml.

VOLUME Absolut Vodka Alcohol Content - 40% ABV Grey Goose Vodka Alcohol Content - 40% ABV Smirnoff Vodka Alcohol Content - 35% to 50% COUNTRY ABSOLUT: Sweden GREY GOOSE: France SMIRNOFF: USA

BRAND POSITIONING Absolut Vodka is one of the world's selling premium spirits brands and achieved sales of 10.7 million nine-liter cases in 2007. Every bottle of Absolut Vodka is produced in Ahus, southern Sweden. Although the brand is the largest premium vodka selling in 126 countries, its market share is threatened by the constant growth of Bacardi and Smirnoff.

In the turbulent environment Absolut Vodka facing nowadays, the organization needs to constantly search for ways to innovate and to meet the changing customer demands in order to maintain or strengthen the position of their products. Absolut Vodka, one of the most popular super-premium brands in the world, is the strongest brand for V&S Spirits. Now, the company seeks to maximize its brands market share through constant innovation and adopting new marketing and distribution strategies.

BUDGET 2019 10% 33% 18% 22% 17%

Social Media Public Relation Traditional Outdoor Online

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MEDIA SCHEDULE 2019

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ABSOLUT CAMPAIGNS

KISS WITH PRIDE CAMPAIGN Love sees no color, needs no label, and makes no judgment.

PRINT ADS Launched 1,500 different print ads of the Absolut Bottles.

Longest campaign INDIAN ARTISTS This time, for the Limited Edition, it has sought to crowdsource from an artist community. This not only strengthens the vodka brand’s association with art but also creates a historic platform for aspiring artists.

Every artist would want to have his/her design printed on an Absolut bottle and carve a name for eternity.

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ABSOLUT SEX RESPONSIBLY

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VALUES "ABSOLUT ________" CAMPAIGN We're talking 1,500 separate ads run over 25 years. That's the longest continuous ad campaign in the history of time. They were also revolutionary. Absolut was the very first company to incorporate sound and movement into its print ads.

MEDIUMS: Create Art Bars: Collaborated with Artists.

Limited Edition Bottles: Launched LGBTQ-themed Absolut bottles etc Created A VR Gaming: “Absolut deadmau5�

Absolut Nights: Created unforgettable brand experiences

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DISTRIBUTION STRATEGY Absolut Vodka is the number 1 premium vodka in the world distributes its products through a mix of distribution channels such as on-trade medium which comprise of the hotel, bars, restaurants, The off-trade channel comprises Large retailers and Specialist stores, Travel trail implies covering all the stores, places, outlets in travelers' journey, and e-commerce sites. Globally after Bacardi and Smirnoff and is sold in more than 126 countries.

MARKETING STRATEGY: COMPETITIVE ADVANTAGE Strong Parent company: The brand Absolut Vodka is owned by French group Pernod Ricard; who bought Absolut for 5.63 billion Euros in the year 2008 from the Swedish state which sold Vin & spirit.

Low or no operational cost: 99% of liquors are produced in Sweden and are exported to countries worldwide due to which most of its resources are concentrated in Sweden resulting in minimizing its operational cost in setting up the firm offshore.

MARKET SEGMENT Absolut Vodka uses a mix of demographic and geographical segmentation strategies to make its products more appropriate to the customers. It uses a value-based positioning strategy to create a long-lasting brand image in the mind of potential consumers by challenging the status quo of the audiences.

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BIBLIOGRAPHY https://www.absolut.com/en/news/articles/one-source-story/ https://www.referralcandy.com/blog/absolut-vodka-marketing-strategy/ https://www.youtube.com/watch?v=FnWPqSTv9LE&feature=emb_title&ab_channel=deadmau5 https://www.marketing91.com/marketing-strategy-absolut-vodka/#:~:text=Absolut%20Vodka%20uses%20a%20mix,more%20appropriate%20to%20the%20customers.&text=The% 20brand%20uses%20selective%20targeting,through%20its%20strong%20product%20portfolio https://www.smartinsights.com/online-brand-strategy/international-marketing/campaign-of-the-week-the-longest-running-print-ad-marketing-campaign-in-history/ https://www.absolut.com/en/ https://www.sloganlist.com/drinking-slogans/Absolut-Vodka-Slogans.html https://www.saveandtravel.in/absolut-vodka-price-india/ http://marketingliquor.weebly.com/absolut.html https://www.ukessays.com/essays/marketing/absolut-vodka-branding-and-image-overview-marketing-essay.php https://www.marketingweek.com/absolut-to-take-interactive-approach-to-global-marketing/ http://www.pernod-ricard.com.ar/tradesite/archivos/vodka-absolut-guidelines-v1.3.pdf https://libres.uncg.edu/ir/asu/f/Adams,%20Maria%20Spring%202018%20Thesis.pdf https://www.ukessays.com/essays/marketing/absolut-vodka-branding-and-image-overview-marketing-essay.php https://www.freepik.com/free-photo/hand-crowd-disco_1419713.htm#query=clubing&position=4 https://www.bottledprices.com/vodka/absolut/ https://homebrewadvice.com/vodka-ladies-drink#:~:text=The%20reason%20why%20vodka%20is,guys%20enjoy%20it%20as%20well https://youtu.be/TMPLmYnSut8 https://images.app.goo.gl/RBAtU1wDKtYy7ngR7

ABSOLUT FIN.