561411705a60005614

ABSOLUT VODKA
BRAND AUDIT

Brand Labs

Rachit Khanna
Jyotika Singh
Vipul Arora
Hemant Puri
Heena Bhasin
Varun Chauhan
Manish
Khagesh Sharma
Shrey Virmani
Yogesh Kumar
 ABSOLUT STRATEGY

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.
 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 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

Quantitative
• Responses from 25 Surveys
Age Distribution

Research Weaknesses
•Sample restricted to only NCR.
 Brand 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
 Brand Salience
Q.2 You are aware of which brand of alcoholic beverage ?

Here again Absolut suffers all because of insufficient

marketing tools.
 Brand Salience

Q.3 Which vodka brand does u like to drink?

Smirnoff is the most common brand in the Indian Market.

 Brand Salience
Q.4 How often do u drink Absolut in a months time?

The graph shows a huge potential in the Indian Market

 Brand Performance

Q.5 Do you like the absolute bottle?

The bottle is the USP of the Absolut brand

 Brand Performance

Q.6 What do u like about the bottle?

 Brand Imagery

Q.7 Brand personality of Absolut

 Brand Imagery

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

 Brand Imagery

Q.9 Where was the last place u had drinks?

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

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
 Brand Resonance

Q.11 Would you recommend Absolut to your friends?

Absolut drinkers are not very loyal

 BRAND IDENTITY PRISM

Cutting edge,Cool yet Playful

Distilled liquor
Rebellious, Classic, Sophisticate
beverage

Swedish culture,
Brings class European
& luxury culture,youth,Think
 Local

Believes in being
Not very hard, expensive
the best ‘Absolut’
Stylish,different
 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” 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

Pub/Club Display In-Store Display

$39.50
Thank You!

Questions?