Absolut Vodka by Pernod Ricard focuses on establishing brand loyalty in a crowded vodka marketplace. Absolut targets young innovators aged 25-35 and positions itself as an aspirational premium brand. Its iconic bottle design and innovative print ads featuring artists like Andy Warhol are major points of differentiation. Absolut also launches flavored extensions to encourage sampling and appeal to variety-seeking consumers. Through non-traditional marketing like sponsorships and brand extensions, Absolut navigates regulations banning alcohol advertising to build its image and loyalty.
This document provides a marketing plan for Absolut Vodka. It begins with an introduction to Absolut and its objectives to increase brand preference and distributor promotional spending. It then analyzes the market, competitors, and Absolut's strengths and weaknesses. The plan segments the target market of 21-35 year olds and focuses on "Status Seekers". Marketing mix strategies are proposed, including refining Absolut's product to focus on premium taste, launching specialty flavors, and promoting through cultural events and influencers to appeal to trends. Implementation and conclusions are also discussed.
Crescent Pure - A Harvard Business School Case Study analysis.
This case study was prepared as part of Marketing Internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
The document discusses key differences in marketing to low-income customers, also known as "Bottom of the Pyramid" customers. It notes that these customers have low and volatile incomes, limiting their purchasing power. As a result, affordability must be central to serving this segment. Additionally, distribution channels may need to be modified to reach low-income customers effectively. The document also discusses product modifications like smaller sizes, as well as promotional channels suitable for this segment like local forms of promotion.
It then assesses whether low-income customers would be a profitable target for Unilever in Brazil, noting potential problems and rewards. While individual buying power is low, the aggregate power is high. A new challenge is achieving low cost
Harley Davidson a comprehensive Case Study SolutionSalman Hanzala
The document provides an analysis of Harley Davidson Inc. for its 100th anniversary. It discusses the motorcycle industry features and analyzes Porter's five forces. It also examines Harley Davidson's current strategies, opportunities and strengths through EFE and IFE matrices. The financial analysis shows the company's strategies have been working well, with increasing profitability and market share over the last three years.
Crescent Pure is considering positioning strategies as either an energy drink or sports drink. As an energy drink, it could provide a healthier alternative in a growing $13.5 billion market, with pricing advantages over competitors. However, energy drinks face negative publicity over health risks. As a sports drink, it could attract a wider consumer base and combine hydration with mental focus and energy boosting. But the sports drink market is smaller and prices are typically lower. The document analyzes the pros and cons of each positioning option and provides market data to inform the strategy.
This document provides a brand strategy for Guinness. It analyzes Guinness' customer-based brand equity in terms of salience, imagery, judgments, and feelings. It identifies strengths such as a distinctive brand heritage but also weaknesses like an older customer base. The plan aims to redefine Guinness' identity beyond Irish provenance and recruit younger drinkers. Key strategies include establishing a "Made of More" identity celebrating boldness, expanding usage occasions through innovations, and seeding messages through influencers and media. The plan forecasts 8.1% growth versus the industry projection of 3.1%.
Red Bull is a pioneer in the energy drink category worldwide and was the first to create the energy drink category in India when it launched in 2003. Although it keeps a lower profile than cola majors, Red Bull has established itself as the leader in the energy drink market with a 29% global market share. Red Bull's marketing strategy relies heavily on sponsoring extreme sports and lifestyle events to build brand awareness among its target market of 15-30 year olds. It uses an integrated marketing communications approach including television, print, radio, online and event sponsorships to promote the brand.
Heineken Strategy Analysis and DiscussionRui Barata
This document outlines Heineken's strategic analysis and formulation. The strategic analysis section includes a PEST analysis, segmentation of the beer market, an analysis of Heineken's attractiveness and key success factors in segments, identification of strategic groups, an analysis of Heineken's resources and core competencies, and an analysis of strategic fit. The strategic formulation section proposes Heineken's vision, mission, objectives, products-market evolution strategy, vertical integration opportunities, internationalization approach, organizational development needs, and organizational structure. Recommendations include a new SWOT analysis and strategic initiatives around market expansion, diversification, and anticipating increased regulation.
The alcoholic beverage market has long been formed by volatile demand trends, legislative regulation, and fierce competition in a highly-concentrated environment. Generating over USD 33.38bn of revenue in 2015, the beer segment faces great rivalry, declining demands, and threatening substitutes. Moreover, the industry has been characterized significantly by mergers and acquisitions in the past, such as the SABMiller plc being acquired by Anheuser-Busch InBev in 2016. This presentation, created with my workgroup for the Master in Management at IE Business School provides a thorough analysis of AB InBev. The multinational corporation, listed on the Euronext Brussels and focused on the beverage and brewing industry, is considered as one of the largest fast-moving consumer goods companies in the world. To analyse AB InBev the SCP approach was applied using Porter’s five forces and a dynamic overview of the industry applying a strategic group map.
If you have further interest in the beer industry, it’s characteristics and development, I highly recommend Harvard Business Review’s Beer Cases series (https://hbr.org/product/the-beer-cases-a-a-b-inbev/W11613-PDF-ENG).
This document provides an overview and marketing plan for Grey Goose Noir, a new premium malt beverage. It includes a company and product overview, market and SWOT analysis, description of competitors and target market. The communication goals and channels proposed include establishing Grey Goose Noir as a sophisticated alternative through billboards, magazines like Esquire and GQ, and airports to expand internationally.
Its a product launch presentation basically.Amateur Sprit & power beverages Pvt. Ltd (ASP)Launching its first product “VERVE” energetic drink.
ASP is a new beverage company which intends to enter the Indian energy drink market.
Its main objective to attain prospected market share by attracting different segments of customers- youths, sportspersons, party goers etc.
The document discusses the vodka brand Svedka and its marketing challenges. Svedka is a Swedish vodka introduced in the US in 1999 that is known for its quality and affordable price point. However, its recent futuristic advertising campaign featuring a robot was received negatively. The document then presents a strategic plan and creative brief for a new marketing campaign to increase awareness and sales of Svedka through more positive and responsible messaging.
Procter & Gamble is one of the fastest and largest growing consumer market.
Case Study examines journey of P&G for Light Duty liquid Detergents in various aspects like promotion and development.
This document provides an analysis of Harley-Davidson's motorcycle industry and the company's strategy. Part 1 analyzes the industry, discussing its dominant features, Porter's five forces, and drivers of change. Part 2 analyzes Harley-Davidson's strategy, including its present focused differentiation strategy, positive recent financial performance, opportunities in international markets and among new demographics, and strengths identified in an EFE matrix. The document conducts a thorough analysis to evaluate Harley-Davidson's industry and strategy.
The document discusses brand identity and branding strategies. It defines a brand as the perception customers have about a product or service. It then describes the Brand Identity Prism model which examines a brand across six dimensions: physique, personality, culture, relationship, reflection, and self-image. The model helps position a brand, design marketing strategies, communicate the brand identity, and streamline marketing campaigns. The document provides examples of branding strategies such as brand extension, line extension, and family branding used by various companies.
Porsche has a long history dating back to 1931. It struggled financially during the 2008 crisis but was acquired by Volkswagen in 2010. Volkswagen's plan is to fully integrate Porsche by 2011, which risks diluting the brand. Porsche faces challenges retaining executives and customers as it expands its product line under Volkswagen ownership. It must also address tightening emissions regulations that threaten its US market. Porsche will help Volkswagen achieve its strategic goal of becoming the top automaker by 2018 through technology sharing and diversification, but maintaining its brand strength and customer loyalty will be critical.
Pernod Ricard produces alcohol across three segments - Standard, Premium, and Super Premium. Their portfolio includes 18 brands, with 13 in Premium and 6 in Super Premium. Recently, Standard brands have grown 5% while Premium grew 0.8% and Super Premium 5.4%. Short term growth opportunities exist in Standard and Super Premium, while Premium may grow long term as emerging markets mature. Customer sensitivity differs by segment, with Standard customers most sensitive to price and Premium/Super Premium valuing quality over price.
This presentation is in regards to Pernod Ricard, one of the worlds largest distillery companies, and their refocus to target millennials with social media marketing.
This document provides an overview of Diageo plc, a global spirits and beer company. It discusses Diageo's business operations in over 180 markets, internal strengths such as its strong portfolio of brands, and weaknesses like its comparatively weak wine brands. The document also analyzes the spirits industry and Diageo's marketing strategies. It outlines Diageo's global strategy and reviews trends in the industry, concluding with strategic recommendations for Diageo's future outlook.
Pernod Ricard CMO Martin Riley on the future of effective partnerships from t...The_IPA
Martin Riley, Pernod Ricard CMO and President of The World Federation of Advertisers (WFA) looks at the future of effective partnerships from the client's side. He believes Creativity, Challenge, Connected (to business), Continuity and Culture key for clients with Communication, Creativity, Craft, Contribution (to business) and Committment key for agencies. This presentation was shown at the IPA's Performance Adaptathon on 8th July 2014 in London. Find out more on our website www.ipa.co.uk/adapt/performance and join in the conversation on Twitter using #ipadapt.
Absolut vodka's iconic advertising campaign began in 1981 and featured a single bottle transformed or interacting with its environment in striking imagery accompanied by just the brand name. The minimalist yet memorable ads helped increase Absolut's sales in the US from 20,000 to over 3 million cases between 1981-1995. The campaign established Absolut as one of the most recognizable brands through its innovative visual transformations of the signature bottle across different artistic genres and themes over decades.
How Pernod Ricard should penetrate the Peruvian market ?
A study about Pernod Ricard, the worldwide french liquor company and recommandation to penetrate the Peruvian Market.
The document provides an overview of the global wine industry, distinguishing between "Old World" European producers and "New World" producers like those in North America. It then analyzes Robert Mondavi's company specifically. Mondavi focused on differentiation through quality, relationships, and innovation. He owned vineyards globally and developed strong relationships with independent grape growers. Mondavi entered many market segments through his 16 brands in order to leverage economies of scale, though some entries like a declining segment were mistakes. Distribution and marketing presented challenges that Mondavi did not always handle optimally.
United Spirits Ltd is India's largest spirits company. It produces and sells brands like Bagpiper, McDowell's No. 1, and Royal Challenge. The spirits industry has grown at a rate of 20% annually and contributes significantly to India's GDP. While facing restrictions from excise regulations and bans, the industry is expected to continue growing due to increasing disposable incomes and changing social trends. Major players compete through innovative marketing and setting high prices. The future remains positive for United Spirits as recent losses were due to provisions rather than operations.
The document discusses the beer market in India and provides an overview of Heineken beer. It notes that the beer segment is the fastest growing alcoholic beverage segment in India. Heineken is a premium pale lager produced by Heineken International that has been brewed for over 130 years. The document outlines Heineken's production process, global operations, goals of sustainable growth and innovation, and strategies for growing in India through partnerships with major breweries.
Brands versus private labels : Fighting to winSameer Mathur
This presentation throws some light on the ongoing war between National Brands and Private Labels. The pros and cons of Private Labels are stated and finally the Indian scenario is discussed.
MGMT614: Corporate Strategy for DiageoAlvin J. Lin
This document discusses Diageo, the world's largest producer of premium drinks. Some key points:
- Diageo has a market capitalization of £47B and sells products in over 180 countries.
- Its goal is to be the best performing, most trusted, and respected consumer goods company.
- It has a diverse brand portfolio and generates a third of sales from North America.
- Diageo has strong brand equity and invests in health, well-being, and sustainability programs.
- An analysis identifies opportunities like partnerships and growing luxury markets but also threats like regulations and intense competition.
Red Bull has established itself as the leading energy drink brand globally through its grassroots marketing strategies such as sponsoring extreme sports events. However, increased competition from other brands and changing consumer preferences require Red Bull to diversify its product portfolio and increase traditional advertising. A SWOT analysis indicates Red Bull's strengths are its brand image and global presence, while weaknesses include limited products and high prices. Opportunities exist in expanding to new markets and products, while threats comprise stronger competition and potential regulation of caffeine content.
This document provides a summary of key trends in the beer and spirits industry from 2014-2015 as analyzed by Advisium Group. It identifies trends like premiumization, national pride and nostalgia, the return of "the real man," sustainability, and millennials as important drivers shaping product innovation. The trends are grouped into society, consumer, and industry related categories. Examples of new products demonstrating trends like iconization, interactivity, limited editions, and premiumization in both beer and spirits categories are also provided. Understanding these trends can help businesses identify growth opportunities and understand where the market is heading.
Strategic management
Salova group company
Salova group history
Product market characteristics
Environment
Industry environment
SOWT analysis
Porter’s five model
Savola performance review
Competition
Management / organizational structure of Savola
Key strategic issues to be resolved
Future outlook
This document provides a situation analysis for New Amsterdam Vodka. It analyzes the vodka market, New Amsterdam's competitive position, and proposes new advertising campaigns.
The vodka market is growing slowly but remains the largest white spirits segment. Tequila is growing the fastest. New Amsterdam is a value vodka known for quality and smoothness from grain distillation. It has a smaller market share than competitors like Smirnoff and Absolut.
The document proposes both trade and consumer advertising campaigns. The trade campaign would promote New Amsterdam at industry events and magazines. The consumer campaign targets independent women ages 21-34 through traditional and social media. It aims to position New Amsterdam as empowering women to "Own The
Immix is launching a new ready-to-drink wine cocktail called Immix. The product is a blend of sparkling wine, flavored liqueur, and water with an alcohol content of 11%. It will come in four varieties based on the liqueur flavor. The marketing plan aims to introduce Immix to its target market of social female millennials through promotions at bars, clubs and music events, and a strong social media presence. The goals for the first year are to generate $2.2 million in revenue and have Immix available in 65% of bars and clubs in the Greater Toronto Area.
This document provides a summary of PepsiCo's strategy to expand its retailer base in the Mangalore region of India in order to achieve sales growth targets. It first gives an overview of the soft drink industry and PepsiCo's company profile. It then analyzes PepsiCo's current distribution channels and identifies that expanding its "C-class" retailer base, which comprises small convenience stores that currently do not sell Pepsi, as a way to increase market share. The document outlines a process to understand why these retailers do not currently sell Pepsi and what customer preferences are. It indicates that analyzing past survey and customer data can help assess the reasons for this and inform PepsiCo's strategy to address the problem and expand its
The document discusses United Spirits Ltd, which is India's largest beverage alcohol company and the world's third largest spirits company. It summarizes United Spirit's market leadership position in India, portfolio of brands, growth strategies of mergers and acquisitions, and regulatory environment in the Indian alcohol market. The document also provides highlights of United Spirit's history and critical success factors such as brand building, innovation, and dominance at the point of purchase.
As part of our Global Strategic Management (GSM) module, we were required to read through a Royco case study analyse the issues that the company was facing and perform our own analysis on the company and the industry.
From this analysis we were required to come up with recommendations to help Royco grow their business and resolve problems within the company
Malibu rum has potential for growth in the French market. France has a large consumption of alcohol, especially wine, and imports spirits like vodka and scotch. As rum is made from molasses, it could see success in France. To enter the market, Malibu would focus promotional campaigns on cause marketing and surrogate products to comply with strict alcohol advertising laws. It would also implement a distribution network through French retailers like hypermarkets, supermarkets, and department stores. Market research on pricing, segmentation, and regulations would help Malibu maximize rum sales in France over time.
Cresent pure(harvard business school case) pushkar sarafPushkar Saraf
PDB is launching Crescent Pure, an organic energy drink. It contains herbal stimulants with 80mg of caffeine and 70% less sugar than competitors. PDB sees opportunity in the growing organic and natural drinks market but cannot launch nationally until 2015 due to production constraints. Sarah must evaluate positioning strategies and her promotion depends on Crescent's success. Research shows the 18-34 age group prefers energy drinks while 12-24 favors sports drinks. Crescent is priced competitively and has advantages over competitors in being organic and healthier. With proper marketing, Crescent can break even in its first year.
This document outlines marketing strategies for establishing Guinness beer in India. It begins with an industry overview of the global and Indian beer markets, including growth rates. It then provides an overview of Guinness as an organization, including its mission statement and history. The document performs a PESTEL analysis and identifies demographic, geographic, psychographic, and behavioral targets in India. It outlines Guinness' product portfolio and competition in India. Marketing strategies include sponsoring music festivals, tie-ups with pubs, and pricing. Financial projections estimate profits over two years. A contingency plan involves exporting to other markets.
Dietrich Mateschitz founded Red Bull in Austria in 1987. It has since expanded to over 165 countries and sells 60 billion cans annually. Red Bull's logo and various editions help build its brand. It targets sports enthusiasts and teenagers with grassroots marketing like sponsoring extreme sports. Though the leader in the energy drink category, Red Bull faces threats from competitors introducing new products and flavors. It aims to strengthen its global presence and expand into emerging markets through product extensions and strategic sponsorships.
Similar to Absolut vodka, developing high brand loyalty-marketing strategy (20)
Digital marketing metrics every one must know in 2024Digital Scape
The "Digital Marketing Metrics" PDF by Digital Scape provides a detailed guide to essential metrics used in digital marketing. It explains the importance of metrics in tracking and optimizing marketing efforts, offering definitions, formulas, and examples for each metric. The document covers metrics such as Return on Ad Spend (ROAS), Customer Lifetime Value (CLV), Cost of Acquisition (COA), Click Through Rate (CTR), Conversion Rate (CVR), Cost Per Sale (CPS), Bounce Rate, and Lead Conversion Rate (LCR). The aim is to equip marketers with the knowledge needed to make data-driven decisions and enhance campaign performance.
Learn what is metrics, difference in metrics, different types of metrics and calculation.
DPBOSS|INDIAN MATKA|MATKA 420|TARA MATKA|MATKA GUESSING|MATKA BOSS|BOSS MATKA|SATTA MATKA|JODI|TODAY FREE GAME|FREE JODI|TODAY RESULT KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME
DPBOSS|INDIAN MATKA|MATKA 420|TARA MATKA|MATKA GUESSING|MATKA BOSS|BOSS MATKA|SATTA MATKA|JODI|TODAY FREE GAME|FREE JODI|TODAY RESULT KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME
DPBOSS|INDIAN MATKA|MATKA 420|TARA MATKA|MATKA GUESSING|MATKA BOSS|BOSS MATKA|SATTA MATKA|JODI|TODAY FREE GAME|FREE JODI|TODAY RESULT KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME
DPBOSS|INDIAN MATKA|MATKA 420|TARA MATKA|MATKA GUESSING|MATKA BOSS|BOSS MATKA|SATTA MATKA|JODI|TODAY FREE GAME|FREE JODI|TODAY RESULT KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME
DPBOSS|INDIAN MATKA|MATKA 420|TARA MATKA|MATKA GUESSING|MATKA BOSS|BOSS MATKA|SATTA MATKA|JODI|TODAY FREE GAME|FREE JODI|TODAY RESULT KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM |
Curious about what a social media manager really does? Our latest presentation breaks down the key responsibilities and daily tasks of this dynamic role. Want to understand more about this essential position? Read the full deck now!
Full blog here - https://digitalmarketingphilippines.com/what-does-a-social-media-manager-do/
It’s been a difficult few years for Facebook Ads due to signal loss from iOS/Firefox/Chrome and the associated loss of ad targeting precision and ROAS. In this session, delve into 100% new high-impact strategies for thriving in Facebook advertising in a world without 3rd party cookies.
You'll uncover the top 7 Facebook ad hacks of 2024, all centered around first party ad signal data restoration and how to coax the new default Meta Audience+ ad targeting system to do what you want it to do, each backed by solid results and case studies. Learn how to skyrocket your landing page conversions by 20-25%, how to scale ads like never before, and target niche audiences with strategies that defy traditional norms.
Plus, gain insights into critical privacy regulations and how to maintain a full compliance therein.
NIMA2024 | Hoe Danone Trends vertaalt naar Strategie voor het versterken van ...BBPMedia1
Develop a category & retail vision to drive business impact today
Join Arnoud from Danone and Tris from Ipsos Strategy3 as they guide you on a journey through the art of leveraging trends and foresights to craft a category and retail vision. Discover the crucial need of future readiness, and understand how the future can lead to new opportunities, here and now. Be prepared to unlock the future potential of your enterprise!
TRAINING OUTLINES
Build Dashboard and Admin Panel for the Client
Adding Auto Pagination Script to control content on the PHP result page
Upload and Publish Files, Images and Video Dynamically
Configure a payment gateways API for accepting online payment
Embedding Google and Social Media APIs like Google Direction Maps, Charts
Adding Ajax to generate elastic search and auto suggestion list
Enabled Refine Search like Colors, Size, Price for a e-commerce website
Write Mails and Alert Notification Scripts for Users
SMS Integrations for Payment, OTP and account confirmation
Various verifications, captcha and approval ways to automate account
User Controls like Login, Signup, Manage Profile, Logout, Get Password etc
Collecting and displaying data from SQL using Joins and procedures
Enabling dynamic data ready for the JSON So we could parse it for other APIs
Manage a Hosting account, Uploading Backup and SQL, Cpanel Management
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Much like Odysseus's fabled journey, the venture of an organization into creating compelling websites, easy-to-use digital solutions, and flawless user experience is laden with trials and triumphs. This session explores a BizStream customer case study that demonstrates how crafting composable digital solutions with headless CMS and headless commerce is possible. The result now serves as a modern-day Athena, navigating the customer through the stormy seas of digital transformation. Attendees can expect to learn how to embrace modern composable solutions, understand the benefits they bring, and identify which of Odysseus's conflicts to avoid.
Key Takeaways:
What makes up a composable digital solution.
Why content is still king in a composable world.
How Headless CMS and Headless Commerce are different.
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
Revolutionizing Advertising with Billion Broadcaster Standee Screen MediaVikasYadav194549
Billion Broadcaster's standee screen media is revolutionizing the advertising landscape with innovative digital screens placed in high-traffic areas such as malls, airports, and residential complexes. These dynamic screens capture attention with vibrant multimedia content, offering a visually engaging platform for advertisers.
2. Absolut Vodka by Pernod Ricard- Establishing Brand Loyalty
ABSTRACT:
With several hundred different choices of flavoured/non-flavoured, domestic/imported, and
super-/ultra-premium Vodkas out in the marketplace, the need to develop strong brand loyalty
becomes vital to the survival of these brands. The focus of this paper is to evaluate the marketing
strategies of Absolut vodka, a product of Pernod Ricard. Our analysis on Absolut vodka will
concentrate on possible means to develop high brand commitment towards Absolut.
INTRODUCTION
Vodka accounts for nearly one-quarter of all distilled spirit sales, and continues to show growth
despite the assertion by many marketers that it is in the mature phase of its life cycle. Vodka can be
classified into 3 groups: premium, super premium and ultra premium. Standard vodkas all have one
element in common: they all are 80-100 proof, or have 40-50% alcoholic content by volume . The
voluntary ban of hard liquor advertisements on television has made mass marketing difficult for
vodka companies. As a result, vodka companies have sought innovative avenues of marketing in
order to effectively promote their products. One of the world’s most successful vodka brands is
Absolut by Pernod Ricard.
ABOUT PERNOD RICARD
Pernod Ricard holds one of the most comprehensive and premium portfolios in the industry. Some
of their key products include ABSOLUT, Ricard anise and Scotch whiskies led by Chivas Regal,
Ballantine’s, The Glenlivet, Havana Club rum, Beefeater gin, Kahlúa and Malibu liqueurs, Jacob’s
Creek, Brancott and Graffigna wines. Pernod Ricard has made up scaling its brands and creating
more premium categories its strategic priority. The Pernod Ricard organisation is made up of Brand
Companies and Market Companies representing more than 18,000 employees in 70 countries.
PERNOD RICARD IN INDIA
For Pernod Ricard, as the world’s second-largest spirits maker, India has now emerged as the fifthlargest market for the company by value and profit. The country could soon move past Spain to
become the fourth-largest after the US, China and France. The French giant's domestic operation,
which had volume sales of just 1.5 million cases in 2001, is reporting annual volume sales of over 20
million cases almost a decade after starting operations in India. The robust growth of Pernod Ricard
in the past one decade has boosted the confidence of international spirits firms that have struggled
to shake off Vijay Mallya-led United Spirits' dominance in the domestic market
Three local whiskies- Royal Stag (10.6), Imperial Blue (7) and Blender's Pride (2.6)-are Pernod
Ricard's mainstay. International blended scotch whiskies Chivas Regal 12-Year-Old, Ballantine's and
Absolut Vodka, besides locally bottled scotch whisky 100 Pipers, are the other key products for
Pernod Ricard India.
2
| ABSOLUT MARKETING- Pernod Ricard
Term Paper, Group 4
3. With 20 million cases now, Pernod Ricard is just one-sixth of its domestic leader United Spirits by
volume but reported a higher profit before tax in FY10. The local unit's operating margin, estimated
at 24%, is way ahead of its domestic rivals USL and Radico Khaitan, as it continues to build
distribution clout focused on the profitable segments of India's spirits market
EXTERNAL ENVIROMENT of PERNOD RICARD
Threat of competition – Moderate and growing
United Breweries is the market leader with 43% market share ( volumes) with second best Pernod
Ricard India Pvt Ltd (previously Seagram India Ltd), which had an 8% volume share of spirits in 2010.
wine in the mid-to-high price range compete on the basis of quality and branding.The quality with
respect to the taste of the wine is a basis of competition for individual brands, winemakers and
enterprises. By volume, industry sales are dominated by bulk wine, which compete primarily on the
basis of price. Given the importance of price, economies of scale and scope, the size of the wine
manufacturing enterprise plays an increasingly important role in competition.
This is a competitive industry in which companies are always fiercely competing for brand
recognition and awareness.The best way to gain a competitive advantage is through brand
awareness and appeal, via marketing. Pernod Ricard has exemplified this and has positioned
itself well by marketing and developing its diverse set of brands in many markets to capitalize on
fluctuations in consumers preferences’. Threat of competition therefore is present, but not
overbearing or interfering with Pernod Ricard’s growth strategies.
Threat of new entrants – Low
The spirits industry is dominated by those companies which posses brands with high brand
equity and market presence. Brand equity and market presence require very capital intensive
oriented marketing campaigns to achieve, thus eliminating the threat of new entrants to a great
extent. Although the industry has moderate operating capital requirements, crores must be
spent on frequent marketing-related projects. The alcoholic beverage industry is highly
concentrated with only a few well-positioned companies dominating market share (there are
numerous companies in the industry, but the majority of market share is controlled by only a
few). To maintain financial stability, an industry player would do well to diversify by broadening
their geographical and categorical scope, thereby mitigating currency risk and regional financial
downturns. Therefore, companies with broad reach and economies of scale not only deter new
entrants, but they are better-positioned to acquire smaller players and avoid takeovers
themselves. The industry is also highly regulated and highly taxed due to the risk profile of the
product. All of these factors contribute to what has to be categorized as a low threat of new
entrants industry.
Threat of substitutes – Low
The alcohol industry as a whole has almost no substitutes, so the threat of substitutes should be
categorized as low. However, the fact that 73% of Ricard’s revenue comes from spirits suggests
that other alcoholic beverages, especially ones lower on the pricing scale, could be substitutes.
3
| ABSOLUT MARKETING- Pernod Ricard
Term Paper, Group 4
4. In particular, since they are primarily premium spirits producers, lower end spirits could outgain
the premium category in sales volume. Furthermore, consumers will most likely not substitute
premium and midstream spirits for lower-end brands due to the importance of brand
recognition. Finally, the alcoholic beverage industry is generally characterized as selling a
primarily inelastic product, so the industry should not expect consumers to begin favouring nonalcoholic beverages. Therefore, threat of substitutes are at a low level.
Power of suppliers – Low
Input costs to alcohol-producing companies come from agricultural products (wheat, grain,
grapes, etc.). Farm suppliers are geographically-diverse with much competition, their prices
dictated by supply and demand. Ultimately, suppliers have hardly any pricing power. Rising
commodity prices certainly hurt spirits producers’ margins, but the recent relaxation in such
prices have eased such concerns. Additionally, many spirits have to be fermented as much as a
decade in advance of end user consumption. This time lapse delays any immediate financial
stress and allows for smoothing across financial statements. As a hedge, companies can buy
more when agricultural prices are low, and buy less when agricultural prices are high. Due to
such opportunities and the limited influence of agricultural producers, the power of suppliers is
low.
Power of buyer’s – Moderate
Similar to the threat of substitutes, aggregate alcoholic beverage demand is mostly a staple
product and fairly inelastic relative to its price. The power of buyers to set prices is low and
producers such as Pernod Ricard certainly have pricing power. However, if prices rise in one
beverage category (beer, wine, spirits), it would not be unusual to see consumers shift their
preference to a less expensive alcoholic beverage category. Additionally, since the company’s
immediate customers are primarily wholesalers, they may have to rely on promotional
discounts and favourable payment terms in order to maintain steady revenues. While many
consumers’ preference will not change, the frequency with which they purchase spirits could
decline. Premium-plus brands suffer most from decreased consumption at restaurants and bars,
where consumers opt for cheaper brands, or they frequent such venues less and less. Still,
Pernod Ricard products have among the highest brand equity, and their premium brand pricing
strategy borders midstream, or average, prices. Thus, there is only moderate concern in the
current economic downturn, and the power of buyers remains as such.
PEST ANALYSIS of PERNOD RICARD
Political/Legal Environment
The Indian Constitution: Promoting prohibition of alcohol consumption- In Indian constitution
under Section 47 it is written that “the State shall endeavour to bring about prohibition of the
consumption except for medicinal purposes of intoxicating drinks and of drugs which are
injurious to health.
4
| ABSOLUT MARKETING- Pernod Ricard
Term Paper, Group 4
5. State authority over alcohol production, distribution and sale – Under Section 47 of the
Directive principles of the Indian Constitution; selling, distribution and production of alcoholic
beverages belongs to state governments. It means in some of the states PernodRicard cannot
sell or distribute if the State does not allows. Also, the company has to target each States
differently depending on the laws in the State.
Shaky TV Commercial Ban – Alcohol companies in India cannot advertise directly about alcohol
consumption in India. So, the companies have to advertise indirectly which can result in
miscommunication to the customers about the product.
Concern of drunk driving – Rise in drunk driving numbers recently has forced the government to
enforce stricter laws regarding alcohol consumption. A frequent check by the police for drunk
drivers has made the consumers drink judiciously.
Economic Environment
Rising Indian Tiger – India is a trillion dollar economy with a large population of 1.1 billion
people. Indian economy is expanding and the average personal wealth is increasing. The
country has the highest GDP growth rate among the developing countries with a large pool of
youth. Along with this overall progress and increase in economic activity, the spirit market in
India is on the rise. Consumption, product availability, disposable income, and education are all
up. This is a good sign for PernodRicard as it provides a large market which is growing
economically.
International Trade Liberalization – Increasingly countries around the world have become more
economically interdependent. India is one of the favourite destinations in the emerging markets
for the foreign companies. As more foreign professionals are coming to India they are bringing
the culture and knowledge of the drinks also. Also many of the Indians have international
experiences and lifestyles (either through studies, travel or work) that they have brought back to
the country. These changing tastes and preferences, coupled with high disposable income
provides an opportunity for a foreign company like PernodRicard in India.
Social Environment
Changing social values –In the past, according to traditional Indian values and culture
consumption of alcohol was strictly not encouraged. But in modern times with the world
becoming a global village, this trend is slowly changing. Nowadays socially drinking is becoming
acceptable. The presence and mixture of foreign cultures is attributing to this factor.
Evolution of family structure – The traditional joint family structure is becoming less noticeable
in India. Youth are becoming more autonomous and they take active participation in family
decisions. Many women are more independent economically. This change in the family structure
5
| ABSOLUT MARKETING- Pernod Ricard
Term Paper, Group 4
6. KEY PRODUCT LINES
Strategic groups:
The Various strategic groups within Pernod Ricard are
Global Icons
Premium spirit brands
Prestige spirits and champagne brands
Premium wine brand
Key local brands
The 2 brands viz. Chivas Regal and Absolut have been identified as ‘Global Icons’ and hence are of
highest priority in the brand building across all markets.
The next level contains the 7 Strategic Premium Spirits Brands and the 5 Strategic Prestige
Champagne Brands. These 12 brands are tagged as brands with international standing.
The lowest level of the pyramid is formed by the 18 Key Local Brands. These brands are the brands
that are given first rate standing in the distribution networks thus enabling Pernod Ricard to devote
more time and energy to building the global brands viz. Chivas Regal and Absolut. These 18 brands
are local leaders in their markets.
6
| ABSOLUT MARKETING- Pernod Ricard
Term Paper, Group 4
8. PRODUCT IN REVIEW: ABSOLUT VODKA
ABOUT ABSOLUT VODKA
Absolut Vodka is a brand of vodka, produced in southern Sweden owned by the French firm Pernod
Ricard since July. Absolut is the third largest brand of alcoholic spirits in the world
after Bacardi and Smirnoff, and is sold in 126 countries
ABSOLUT POSITIONING AND SEGMENTATION
FRAME OF REFERENCE OF ABSOLUT
Target
Targets the profile of the target consumers for Absolut has been the same the world over. The
Swede vodka brand talks to young people in the age bracket of 25-35 years. These young people are
the trend setting lot who have a high average disposable income.
Absolut’s presence in events related to arts, fashion and music is a step to catch its consumers in the
areas of their interest and aligning the brand’s image with that of other activities that this consumer
segment indulges in.
VALS model: Innovators
Taking a cue from the VALS model, the target audience for Absolut can be described as innovators –
people who are successful, active, and like to take charge of their life. These people, through their
choice of product, often reflect cultivated tastes for relatively upscale and niche oriented products
and services.
8
| ABSOLUT MARKETING- Pernod Ricard
Term Paper, Group 4
9. What is the nature of competition?
The nature of competition is the entire gambit of alcoholic beverages segment. The brand is not only
concerned about the presence of other vodka brands in the fray, it also has to handle the threat
from substitute products.
Category convention and image:
-
-
-
-
The world economy is expanding and the average personal wealth is increasing worldwide.
With the booming economy and increasing consumption capability, the consumers are
increasingly becoming heavy spenders, seeking better quality and experience.
Association with these brands works as a statement of the consumer’s lifestyle. Most of the
alcoholic beverages are fighting for the mind space of consumers by projecting an
aspirational brand appeal. However, in the process, the marketplace becomes extremely
crowded.
A crowded marketplace strife with too many close competitors.
High customer loyalty for vodka, but loyalty is low as far as brands are concerned. It can
easily be seen that consumers for vodka prefer the type of drink, but fail to champion a
brand while choosing a drink.
A non-conducive environment for marketing, as the government does not allow for
marketing of these products. In India there is a blanket ban on advertising of alcoholic
beverage brands, therefore most of these brands resort to sponsorships and ‘surrogate
marketing’.
Points of Parity:
-
In a regulated market like India, most of the brands take the route of advertising through
music and other forms of entertainment.
Points of Difference:
-
-
9
One of the biggest points of difference for Absolut, is the presence of Vodka in a medicine
bottle. Absolut’s packaging has been a major differentiator for the brand and it is one of
those points of difference which has been hard to dilute by the other brands.
Instead of going through the traditional way of surrogate advertising, the brand is known to
have built associations.
Many of the Vodka companies try and keep a low cost positioning, Absolut does not follow
the same rule and has positioned itself as a aspirational product carrying a premium price
tag.
| ABSOLUT MARKETING- Pernod Ricard
Term Paper, Group 4
10. MARKETING STRATEGIES OF ABSOLUT
Although Absolut has primarily cornered the print ad market with their innovative approach to
“marketing as art”. The global brand has produced some of the finest and impacting ads representing their
proprietary bottle design.Some of the various ways absolut and its competitors have reached out to its
target are as below. Absolut, one of the manufacturer’s under analysis, has created the seventh
most successful marketing campaign in the 21st century, according to Advertising Age The print ads
used taglines like “Absolut Perfection” and had respected artists (like Andy Warhol and Keith Haring)
creatively interpret Absolut’s medicine bottle
Brand Extensions
The appeal of flavored vodkas is definitely adding considerable recognition to the family’s anchor
brand name. Absolut has started experimenting with flavours like raspberry, ruby red, pears and
many more to encourage sampling. The consideration of these “repertoire drinkers” or those who
enjoy many different types of alcohol but don’t decide what to drink until the last minute, is the
focus of their strategy. A spirits friendly environment, will encourage bars and to promote the
appeal of these flavored alcoholic beverages.
Mass Marketing Mediums
Absolut Vodka has always focused on Print innovation as a medium to target the masses. At the
focal point of their communication is their legendary medicine bottle. Absolut has introduced the
Absolut blank campaign throughout the world.
Absolut Blank:
Absolut Vodka has initiated ABSOLUT BLANK, a global initiative which is made up of 20 artist
collaborations, films, print and outdoor ads, and events aimed to inspire creativity.
In ABSOLUT BLANK, ABSOLUT has converted its iconic bottle into a blank canvas to inspire artists
throughout the world to fill it with creativity. Artist collaborators from a variety of disciplines
converted the pure white canvas into exceptional pieces of art. The result depicts how artists and
creativity are inspired through ABSOLUT
Sponsorship of Lifestyle Events
Brand managers of Absolut strategically create cross-promotional activities in order to establish a
subconscious association with regards to a specific lifestyle. Absolut aims to create an association in
the minds of the consumer that vodka is indicative of a fashion accessory. Absolut has always been
associated with fashion due to its continuous sponsorship of key Fashion Shows in New York City. A
recent cross-promotion with Revlon emphasizes this emphatically. In their Absolutely Fabulous Lip
Cream campaign, Revlon hosted a series of upscale parties in order to promote a new line of lip
colors. Using Absolut to create cocktails entitled “Absolut Temptress” and “Absolut Vixen” reflected
a marketing program that synergetically combined elements of product, indulgence and fashion
(Bittar, 2001). Vodka by definition is not a commodity product, but rather is representative of luxury
10
| ABSOLUT MARKETING- Pernod Ricard
Term Paper, Group 4
11. items in which consumers pull the product. This notion of global standardization of a product serves
these vodka manufacturers well around the world.
Websites
The Absolut website is very slick and directed at the youth segment of this market. Absolut’s website
includes the aforementioned pseudo motion picture promos. A unique feature on the website
directly connecting to the drinker is being executed called “drinkspiration”. Confused drinkers can
browse through a wide variety of cocktail options on their iPhone or iPad.
THE PROBLEM: ESTABLISHING BRAND LOYALTY
Vodka drinkers are traditionally known to be shift-loyals or wandering customers and they showcase
a very low degree of brand loyalty unlike scotch and whiskey drinkers. Since much of vodka’s brand
loyalty is driven by fads and perception what are the key decisions that brand managers at Pernod
Ricard will have to take to influence and acquire loyal customers.
SUGGESTED SOLUTION
Health and Energy- Based vodkas
In order to maintain its exiting dominance, vodka companies must persevere in further fragmenting
the market in order to meet the needs of all of its consumers and build loyalty. There are visible gaps
where these focuses are not being addressed. More importantly, defining new niche segments, like
Health and Energy-based vodkas, creates segments where customers can be highly loyal to the
brand
Vodka is known as a startup drink and as the trend would follow drinkers would gradually shift to
another spirit eg. Scotch or whiskey. This trend needs to be reversed and a connection targeted to a
deeper level of the individual needs to be developed.
Targeting the younger generation
Absolut has utilized various positioning strategies to get people to drink absolute and commit to the
same brand. As the world population is growing, young consumers are considered the major
segment for all the alcoholic companies. The young generation tends to be more independent in
valuing the benefits of product consumption. Since there is a growing number of younger drinkers,
Absolut needs to utilize this to their benefit and build brand loyalty at the initial stage as vodka is
considered as a startup drink and it is easier to influence the fads and perception of the younger
generation. Most marketing programs have a definitive life cycle, and it would be prudent for
Absolut to be proactive in developing strategies that concentrate on positively influencing the fads
and perception of the targeted segment.
11
| ABSOLUT MARKETING- Pernod Ricard
Term Paper, Group 4
12. Absolut ‘Connect’
Customising drinks that shall connect the consumer to his childhood roots or his esteem needs by a
unique proposition called “Absolut Connect”. Custom drinks that shall connect to a particular
attribute of the consumers delight need. This shall ensure high brand loyalty. This shall be divided
into
(a) Absolut “LOCATIONS” and (b) Absolut “CARS”. Locations and Cars are two factors that can
define a particular person in society
(1 )Absolut “LOCATIONS”:
Eg. ABSOLUT GOA would have goan drinkers all over the world with a high degree of affinity and
loyalty for the brand due to the deep connection with the name.
(2) Absolut “CARS”:
ABSOLUT MERCEDES would have Mercedes lovers and car lovers developing a high degree of loyalty
to the brand
Custom menus for different geographic areas/cars should ensure sampling of the same. Involving
the general public to send in their suggestion and having them involved with the drink shall ensure
positive word of mouth and shall generate goodwill amongst desired segments
CONCLUSION
Vodka has entered the mature stage of the product life cycle. It is hence necessary for Absolut to
define new niche segments like Health and Energy-based vodkas and create segments where these
weaknesses in coverage can be minimize.
Absolut must persevere to target the younger generation of the population and formulate strategies
that will connect them to their grassroot delight needs. The basic philosophy for the brand has been
consistent throughout decades.
Absolut still maintains the same business concept it held in the past: To offer the consumers a
Swedish produced vodka of highest quality with high level of communication at a premium price. But
this segment needs to be further segmented and inorder to pull customers from other loyal
segments like scotch and whiskey. Absolut should influence the fads and perception of this segment
at a deeper level via innovative activities like Absolut “Connect”.
This perception change strategy also intends to increase the proportion of vodka drinkers by
converting current non-drinkers of their products
Brand loyalty can also increase the amount of vodka consumed by the average consumers by
increasing the drinking frequency or developing varied ways to easily access to the products.
12
| ABSOLUT MARKETING- Pernod Ricard
Term Paper, Group 4