Description
SWOT ANALYSIS OF ABSOLUTE VODKA
Absolut Vodka
Parent Company
Pernod Ricard
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Country of Sweden
USP
One of the top five largest spirit brand in the world STP
Segment
Caters to multiple segments
Target Group
Contrarians & minorities, Youth and Working individuals.
Positioning
Premium Vodka in a higher price level. SWOT Analysis
1. It is a Premium category Vodka which offers a unique taste. 2. The shape of the bottle is unique & has its Bottle Ad campaign has won over 350 awards in the past. 3. Digital Age. The Absolut website is a hit amongst the masses. Also, there is a dedicated ABSOLUT Facebook page which has improved the brand loyalty. 4. Ice Bar which is designed by international artists & sculptors. It is present in major cities like Stockholm, London, Tokyo. 5. Absolut Flavours. It offers nearly 20 different flavours which cater to all types of drinkers. Strength 6. Sponsorships. It has tie-ups with major events & programmes.
1. Controversial Marketing campaigns in the past have dented the image to some extent. Weakness 2. The company has huge outstanding debts which is a concern
1. The international market is 4 times the size of US market 2. Less restrictions or trade barriers. 3. The standard of living in developing countries has increased. These Opportunity countries provide a great opportunity for the brand to grow
1. Rising cost of labour. 2. Additional costs involved with overseas distribution or production 3. Stringent Advertising regulations. Threats 4. Rise in Excise taxes will impact the bottomline. Competition
1. Smirnoff 2.Bacardi Competitors 3.Johnnie Walker
doc_734641449.docx
SWOT ANALYSIS OF ABSOLUTE VODKA
Absolut Vodka
Parent Company
Pernod Ricard
Category
Beverages
Sector
Food and Beverages
Tagline/ Slogan
Country of Sweden
USP
One of the top five largest spirit brand in the world STP
Segment
Caters to multiple segments
Target Group
Contrarians & minorities, Youth and Working individuals.
Positioning
Premium Vodka in a higher price level. SWOT Analysis
1. It is a Premium category Vodka which offers a unique taste. 2. The shape of the bottle is unique & has its Bottle Ad campaign has won over 350 awards in the past. 3. Digital Age. The Absolut website is a hit amongst the masses. Also, there is a dedicated ABSOLUT Facebook page which has improved the brand loyalty. 4. Ice Bar which is designed by international artists & sculptors. It is present in major cities like Stockholm, London, Tokyo. 5. Absolut Flavours. It offers nearly 20 different flavours which cater to all types of drinkers. Strength 6. Sponsorships. It has tie-ups with major events & programmes.
1. Controversial Marketing campaigns in the past have dented the image to some extent. Weakness 2. The company has huge outstanding debts which is a concern
1. The international market is 4 times the size of US market 2. Less restrictions or trade barriers. 3. The standard of living in developing countries has increased. These Opportunity countries provide a great opportunity for the brand to grow
1. Rising cost of labour. 2. Additional costs involved with overseas distribution or production 3. Stringent Advertising regulations. Threats 4. Rise in Excise taxes will impact the bottomline. Competition
1. Smirnoff 2.Bacardi Competitors 3.Johnnie Walker
doc_734641449.docx