Absolute Vodka Marketing Plan - 3906 Words

Target Market Absolut Pure’s target market will consist of female consumers in their mid-twenties to mid-thirties residing in urban areas. We will focus on the middle to upper class Generation X and early Generation Y who possess a high disposable income and are willing to pay more for luxury products. Absolut Pure will appeal to women driven by their need for social status and recognition. Absolut Pure will target environmental and health conscious consumers, who are therefore interested in purchasing premium organic products. These women are trendy, interested in fashion and music. This new, and evolutionary vodka will be launched with the intentions of capturing the sophisticated vodka drinker, while avoiding glamorizing underage†¦show more content†¦SWOT: Internal Analysis Strengths Absolut will be the first to mass-produce organic premium blend vodka. Although organic vodka exists on the smaller scale, the developed capability and access to resources allows Absolut to capitalize over existing small-scale brands. Established research and development departments and channeled management efforts are the impetus of Absolut’s ability to develop the evolutionary new product with quality and care. Absolut Vodka currently maintains a large customer base with extreme brand loyalty. There is high brand recognition by consumers due to Absolut’s distinctive bottle shape and brand name. Absolut Pure will fulfill ego needs for upcoming middle-upper class women. Weaknesses: Although Absolut has a loyal consumer base, preexisting organic brands have acquired a portion of the market share that Absolut Pure aims to capture. Another weakness is the lack of patents on the idea and production of organic vodka. Thus, other mass producers can easily duplicate the organic vodka blend at a lower price point, directly competing with the Pure line. In addition, there are limited distribution channels for Absolut in Canada. Absolut Pure can only be sold directly to consumers through government regulated liquor stores. SWOT: External Analysis Threats A potential drawback of the Absolut Pure Vodka is the high price. Given current economic volatility, Canadian consumers have become risk-averse withShow MoreRelatedRussian Standard Vodka: Strategies for Global Branding and Expansion Into the Us Market1460 Words   |  6 PagesRussian Standard Vodka: Strategies for Global Branding and Expansion into the US Market An Individual Case Study Prepared by Yanan MIAO under the Supervision of Pro. Hans MUHLBACHER for International Marketing Course T1-2011-2012 Background Russian Standard vodka, known as Russia’s number one premium vodka brand, was founded by Roustam Tariko and initially launched in 1998. 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