Case Study- Absolute Vodka
Absolut Vodka’s Absolute Global Marketing
On a lovely morning of September 2009, with the fiftieth “beep”, Steven scanned the last bottle of the limited edition Absolut Vodka 2009 on the spirits Shelf of Selfridges London. The latest special-edition bottles of Absolut - packaged in a dramatic heavy-metal rock style, wrapped with golden studs and gray leather, rapidly become a spot light among the shelf, the whole spirit of Rock n’ Roll are simple illustrated by the new design, and just as its normal price, the Rock Edition priced at £19.99. Meanwhile, a celebration of Absolut Art was held by Absolut for its 30 years tradition of the company’s creative collaborations, Absolut Vodka also decided to fund an art annual award from 2010 in the world wide. In fact, Absolut Vodka launches the limited edition annually since the famous POP arts guru Andy Warhol volunteered him self in Absolut’s arts campaigns 1980’s (Absolut, 2009). Despite Absolut’s unique brand personality of fashionable and Arts-favourite, Absolute Vodka was also famous from its quality and its original distilling technique. Absolut Vodka is not the oldest Vodka manufacture, not the largest manufacture, and Absolut is not from the two famous Vodka nations (Russia and Poland) as well. But, with no doubt (TIMES, 2009), it is the most famous brand of Vodka’s. Absolut is really a legend. Absolut Vodka has been famous for its sensibility of fashion and its unique brand culture since the brand turnover in 1975. However, unlike Smirnoff (Diageo Plc) and Finlandia (Alko Group Ltd), the traditional technique of distilling and its country of origin are always keeping the same with its origin in Åhus 1879. Every bottle of Absolut is distilled in Sweden with domestic winter wheat which is firmly selected in Åhus. US market, as its first global expanding target, contributes more than around 58% profit for Absolut Vodka every year. And Asia-Pacific Market, as one of the latest markets for Absolut Vodka, is growing
On a lovely morning of September 2009, with the fiftieth “beep”, Steven scanned the last bottle of the limited edition Absolut Vodka 2009 on the spirits Shelf of Selfridges London. The latest special-edition bottles of Absolut - packaged in a dramatic heavy-metal rock style, wrapped with golden studs and gray leather, rapidly become a spot light among the shelf, the whole spirit of Rock n’ Roll are simple illustrated by the new design, and just as its normal price, the Rock Edition priced at £19.99. Meanwhile, a celebration of Absolut Art was held by Absolut for its 30 years tradition of the company’s creative collaborations, Absolut Vodka also decided to fund an art annual award from 2010 in the world wide. In fact, Absolut Vodka launches the limited edition annually since the famous POP arts guru Andy Warhol volunteered him self in Absolut’s arts campaigns 1980’s (Absolut, 2009). Despite Absolut’s unique brand personality of fashionable and Arts-favourite, Absolute Vodka was also famous from its quality and its original distilling technique. Absolut Vodka is not the oldest Vodka manufacture, not the largest manufacture, and Absolut is not from the two famous Vodka nations (Russia and Poland) as well. But, with no doubt (TIMES, 2009), it is the most famous brand of Vodka’s. Absolut is really a legend. Absolut Vodka has been famous for its sensibility of fashion and its unique brand culture since the brand turnover in 1975. However, unlike Smirnoff (Diageo Plc) and Finlandia (Alko Group Ltd), the traditional technique of distilling and its country of origin are always keeping the same with its origin in Åhus 1879. Every bottle of Absolut is distilled in Sweden with domestic winter wheat which is firmly selected in Åhus. US market, as its first global expanding target, contributes more than around 58% profit for Absolut Vodka every year. And Asia-Pacific Market, as one of the latest markets for Absolut Vodka, is growing
References: Absolut Vodka (2009a) Annual report 2008/2009[Online].Available at: http://press.absolut.com/templates/PressPage____6844.aspx (Accessed: 18th May 2010) Absolut Vodka (2009b) ABOUT THE ABSOLUT ART CELEBRATION [Online]. Available at: http://press.absolut.com/templates/PressPage____7415.aspx (Accessed: 7th May 2010) Capell, K. (2006) ’Absolut Makeover: Pressured by superpremium rivals, the Swedish vodka brand is rolling out its first new ad campaign in 25 years, featuring classic moments in history ’, Business Week, 16th Jan[Online]. Available at: http://www.businessweek.com/bwdaily/dnflash/jan2006/nf20060116_1577_db0 39.htm (Accessed: 18th may 2010) Financial Time (2008). Market Data - Distillers & Vintners[Online]. Available at: http://markets.ft.com/markets/sectorsAndIndustries/industries.asp?s=579123&e ncodedName=Distillers-and-Vintners (Accessed: 12th May 2010) Hollensen, S. (2004). “Case Study IV.1 Absolut Vodka: Defending and attacking for a better position in the global vodka market”. Global Marketing: a decision-oriented approach 3e. Essex: Pearson, pp.594-600 Regan, J. and Pollard, N. (2008) ’ Pernod buys Absolut vodka’ , Reuters, 31st Mar[Online]. Available at: http://uk.reuters.com/article/idUKL3120084920080331 (Accessed: 19th may 2010) 9