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Carol Cheong Ray Johnson Chris Mahar Marcela Mendez Andrea Salas

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Need pic of Absolut in-store display * 4. Relationship Marketing Include a flashy business card that has: 1.The recipe they just tried 2.The Absolut website with a ... – PowerPoint PPT presentation

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Title: Carol Cheong Ray Johnson Chris Mahar Marcela Mendez Andrea Salas


1
(No Transcript)
2
Carol Cheong Ray JohnsonChris MaharMarcela
Mendez Andrea Salas
  • ABSOLUT VODKA
  • BRAND AUDIT

3
ABSOLUT AGENDA
  • Background
  • CBBE Model
  • Four A Model
  • Summary of Findings
  • Recommendations

4
ABOUT 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
5
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 whats going on in
    these areas.

6
METHODOLOGY
  • Qualitative
  • 1 Focus Group
  • 15 Participants
  • Quantitative
  • Responses from 44 Surveys

Age Distribution
7
  • CBBE MODEL

Resonance
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
9
But..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

10
Wine, 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

11
Vodka 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) !

12
Good 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

13
A strong POD ? Absolut Bottle
  • Consumers love it!!!
  • Bottle is highly recognizable (93)
  • Strong associations as unique, different,
    original and stylish.
  • Represent a strong POD
  • Dont change the bottle!

14
Slogan 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).

15
Interesting 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
16
They arent just after our looks.
  • Customer perceptions of Absolut align well with
    desired corporate image..Exciting, Sophisticated
    and Reliable. Not at all Tough

17
High 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!

18
Smirnoff 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!

19
Creating 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!

20
Absolut 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!
21
Overall 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

22
ABSOLUT AGENDA
  • Background
  • CBBE Model
  • Four A Model
  • Summary of Findings
  • Recommendations

23
Absolut 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


24
Category 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

25
Brand 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

26
Male 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

27
SUMMARY 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

28
1. Maintain, ad campaign, logo, bottle, PODs
Classy
Sophisticated
29
2. 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

30
2. 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

31
2. 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
32
3. 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

33
3. 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.

34
4. 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.)

35
4. 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.

36
5. 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

37
5. Visibility of Price, Flavours, and Slogan
using Retailers
Liquorland Flyer
In-Store Display
Pub/Club Display
39.50
39.50
39.50
21.50
38
Resonance-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

39
Thank You!
  • Questions?
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