Title: Carol Cheong Ray Johnson Chris Mahar Marcela Mendez Andrea Salas
1(No Transcript)
2Carol Cheong Ray JohnsonChris MaharMarcela
Mendez Andrea Salas
- ABSOLUT VODKA
- BRAND AUDIT
3ABSOLUT AGENDA
- Background
- CBBE Model
- Four A Model
- Summary of Findings
- Recommendations
4ABOUT ABSOLUT
- ABSOLUT VODKA was introduced in the US in 1979
- Today It is the 4th largest international premium
spirit in the world - It is available in 126 markets. (source Impact
International). - Since its launch Absolut has achieved significant
global sales growth, from 90 thousand litres in
1979 to 96.6 million litres in 2007 - Every drop of ABSOLUT VODKA comes from one
source, the village of Åhus in southern Sweden
2009 Aust Alcohol Consumption Per Capita
Source ABS
5ABSOLUT 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 whats going on in
these areas.
6METHODOLOGY
- Qualitative
- 1 Focus Group
- 15 Participants
- Quantitative
- Responses from 44 Surveys
Age Distribution
7Resonance
Judgments
Feelings
Imagery
Performance
Brand Salience
8 SALIENCE IMAGERY PERFORMANCE FEELINGS JUDGEMENTS RESONANCE
We have Top of Mind Awareness!
Within the spirit category
Within the vodka category
9But..not as good for Males
- By gender Absolut is less popular within Male
consumers than Smirnoff - Poor depth of awareness comparing with Smirnoff
- Maintain awareness with females and enhance it
within males
10Wine, Beer and Vodka the winners of the
category..
Category penetration
Beer
wine
Rum
Scotch
- High number of consumers are switching between
Vodka and other categories
- High penetration in Vodka, beer and wine
categories
- Bring beer consumers to vodka
11Vodka is consumed at night..
- People consume Vodka in Pub and night Club (58)
but not as much at Home and BBQ (26)
- Increase consumption occasions
- They like it mixed (100)!!!
- Favourite mixed Lemonade (27) and Orange (20)
- Lets give them a ready to drink (RTD) !
12Good depth of brand Salience Brand Name- Logo
- Consumers like the brand name (95), easy to
remember, recognizable, familiar and unique. - Also up market and classy
- We have brand recognition
- Important POD, worldwide brand
- We should not change the name or logo
13A strong POD ? Absolut Bottle
- Consumers love it!!!
- Bottle is highly recognizable (93)
- Strong associations as unique, different,
original and stylish. - Represent a strong POD
14Slogan is good, but do you know it?
- The consumer recognized that the slogan was from
Absolut (because the name is in it) but the
slogan was not recalled.
- Increase slogan recall, recognition and awareness
(way of increasing familiarity).
15Interesting brand associations.
- Absolut POD
- Bottle
- Flavours
- Advertising
- Smirnoff POD
- Smirnoff Ice
- Cheap
- Red
- Decrease some Smirnoff POD
- Compete with Smirnoff Ice
- Enhance the idea of stylish but affordable
OK
16They arent just after our looks.
- Customer perceptions of Absolut align well with
desired corporate image..Exciting, Sophisticated
and Reliable. Not at all Tough
17High quality, but perceived as expensive!
Absolut 39.50 Smirnoff 35 (Average from 8
stores)
- Absolut is perceived as significantly higher
quality, yet Smirnoff is perceived as greater
value for the price. The prices are not as
different as people think!
- Improve brand perception about the performance
(Value) - Any initiative must be careful not to damage
brand equity tricky!
18Smirnoff Points of Difference
1.03
0.99
0.57
0.52
0.38
0.3
Absolut lags behind Smirnoff in the performance
attributes of purity and heritage.
- Current campaign is on the right track, focusing
on the product, production process and the key
performance attributes of taste, purity, and
heritage. - Keep the ad campaign!
19Creating Points of Parity
Doing things differently leads to something
exceptional" "Differently" is woven in wheat and
describes the primary ingredient for the vodka,
"doing" is carved from a glacier to depict the
purity of the water used in Absolut. This
campaign has the ability to increase Absolut's
stature as a complete product with brand imagery,
leveraging its product quality
- Current campaign is on the right track, focusing
on the product, production process and the key
performance attributes of taste, purity, and
heritage. - Keep the ad campaign!
20Absolut Points of Difference
- Absolut has done an outstanding job of building
the attributes of style, status, classiness, and
innovation - Absolut scores better in flavours, but why
isnt the brand at more bars/bottle shops?
Encourage visibility of flavours, maintain PODs!
21Overall attitude is good but much higher with
Women
- Overall attitude towards the brand was higher
between females (1.7) than males (1.33)
- Absolut needs to maintain their superior brand
equity over Smirnoff while complementing their
marketing and communication strategy to enhance
appeal to men
22ABSOLUT AGENDA
- Background
- CBBE Model
- Four A Model
- Summary of Findings
- Recommendations
23Absolut Consumer Loyalty
Adorers (30) Absolut is almost the only brand
that I consume
Adopters (45) Absolut is one of my favourites
along with others
Acceptors (10) I drink Absolut but just
occasionally
Availables (13) I dont know much about Absolut
24Category Loyalty
- Impressive number of committed consumers in
Vodka, Beer category - High number of consumers are switching between
Vodka and other categories
- Maintain the brand within the actual consumers of
the category, creating more consumption occasions
gaining a higher share of overall alcohol
purchases, especially from Beer
25Brand Resonance (Loyalty)
- 25 can be classified as promoters of Absolut
vodka in recommending to their friends (those
scoring 9 and 10 in the scale), 38 as passives,
and 33 as detractors. - The adorers of Absolut (30) have a likelihood of
recommend the brand 9 out of 10 while the
adopters (45) have 8 out of 10, and so on
- Enhance brand loyalty in the second group of
consumers (adopters) and maintain relationship
within those consumer that are currently loyal
26Male consumers arent as loyal to the Brand!
Brand Switching Consumers that drink Absolut
Other brand
83
25
13
- 83 of the consumers that drink Absolut drink
Smirnoff as well (potential market share
increase!!) - The number of committed males with Absolut are
half of the number of Smirnoff (12 vs. 21) and
1/4 compared with females (12 vs. 43) - 53 of Absolut males consumers belong to the
Adopter group (2nd)
- Enhance brand image and performance in order to
increase loyalty/ commitment and between adopters - Use potential of 83 brand switching to convert
consumers into Absolut adorers - Create relationship campaign within Women Adorers
and adopters in order to capitalize their loyalty
and create new adorers
27SUMMARY OF FINDINGS
Brand Issues
Brand Objectives
?
- Increase consumption occasions- penetrate
beer/wine categories - Appeal more to men among adopters and acceptors.
- Capitalize on adorers, female loyalty, and create
new adorers through a relationship campaign - Increase visibility in the following areas
Availability of Flavours, Value, Slogan
- Switching between Vodka and beer
- High amount of loyal consumers in Vodka category
- Vodka is an all occasion drink
- Absolut does not have TOMA with male consumers
- Men who are committed to Absolut represent only
half that are as loyal to Smirnoff (12 vs 21) - Flavours are a POD but its not easy to buy in
night clubs or bars. - Consumers can not recall the slogan
- 53 of Absolut males consumers belong to the
Adopter group - Absolut ranked lower than Smirnoff in the purity,
taste and heritage attributes. - Absolut ranks higher in quality than Smirnoff but
with less value for the price
281. Maintain, ad campaign, logo, bottle, PODs
Classy
Sophisticated
292. Brand Extension Re-Launch Absolut Cut
- Absolut Cut (Ready To Drink) launched in AUS,
CA, UK in 2004 - Big Hit in Australian Market
- Flop in Canada, UK
- Ownership pulled out completely
- Shift focus to main brand high-end
302. Brand Extension Re-Launch Absolut Cut
- Why Re-launch Absolut Cut?
- New Ownership (Pernot Ricard) - New Goals
- ? Interest in reaching new markets- wants Absolut
to appeal to a larger market - 38 of respondents consumed beer/wine but not
vodka in the last 12 month - ? RTDs compete with beer/wine
- ? Capitalize on popularity of Absolut Flavours
- ? Vodka drinkers were already mixing it
- ? Smirnoff Ice considered strong competitor POD
- ? Potential of U.S. Market in the future
312. Brand Extension Re-Launch Absolut Cut
- Flavours
- Absolut Citron Cut (Absolut and Lemonade)
- Absolut Mandarin Cut (Absolut and Orange)
48 of vodka drinkers already mix with lemonade
or orange
323. Increasing Brand Equity (Image) for Men
- Leveraging secondary associations with the
brand - Celebrity endorsement
- Clever product placement in movies (Oceans 11),
and in Print Media. - Enhance Male image without risk of affecting
Female market
333. Increasing Brand Equity (Image) for Men
- EVENTS
- Leverage secondary associations in a way that is
appealing to men.
- Party at the Absolut Marquee at the following
invitation only events. - Melbourne Cup
- Sydney to Hobart Yacht Race
- Launch of Absolut Cut at the Melbourne Cup.
- PR Press kits and press releases at each of
these events.
344. Relationship Marketing
BTL campaign in nightclubs and pubs and
relationship marketing campaign Have Absolut
marketing staff hand out cocktails inspired by
Absolut flavours
- Include a flashy business card that has
- 1.The recipe they just tried
- 2.The Absolut website with a link to the Free
Drinkspiration iPhone App
- Knowledge that signing up for this app will give
them access to - secret Absolut Events
- new product samples
- the ability to earn points toward great prizes
(vintage Absolut posters etc.)
354. Relationship Marketing
- Social Media
- Our Facebook link for the particular flavour to
become a fan - Our Twitter handle _at_ Absolut Australia for more
special offers and deals - Absolut CUT
- The Absolut Concoction Cut
- Send product samples to Opinion Leaders.
- Invite Opinion Leaders to teaser events.
365. 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
- Negotiate slotting fees
- Use retailers to relay competitive pricing
message through - print advertising
- Incorporate slogan into displays and ads
375. Visibility of Price, Flavours, and Slogan
using Retailers
Liquorland Flyer
In-Store Display
Pub/Club Display
39.50
39.50
39.50
21.50
38Resonance-Loyalty
Performance - Judgement
Salience Awareness
Image Feelings
- Enhance brand image in order to appeal more to
men - Any initiative must be conscious in not damage
the actual positioning and brand equity
- Create relationship campaign within Adorers to
capitalize their loyalty - Campaign appealing to men and women
- Increase commitment between men adopters and
acceptors
- Highlight the taste, purity and heritage
attributes of the brand - Improve brand perception about the performance
(price/ quality) of the brand.
- Increase consumption occasions
- Increase brand availability and visibility in
connection moments for males.
1. Brand extension Relaunch Absolut Cut 2.
Win the visibility war contest through the
sales channel 3. Increase exposure to slogan
through multiple channels BTL delivering
Cocktail recipes and promotions at bars.
- 4. Increase brand equity (Image) for men.
Leverage secondary brand associations. - Sport events
- Celebrities
- Product placement in movies, magazines, etc.
- 6. Relationship Marketing.
- Offline and Online Campaign creating interaction,
and awarding loyal consumers - Events
- Integration of web page, Social Networks and
mobile applications.
- 5. Maintain current advertising campaign focused
on the actual product and production process. - Use distribution networks to combat price/quality
gap though prominent placement in stores and
large displays with attention-grabbing pricing
39Thank You!