The Marketing M Ix Of Absolut Vodka In The Us

2247 words - 9 pages

INTRODUCTIONThe aim of this essay is to critically analyze the marketing mix of a selected company that operates in a specific country, which in this case is Absolut Vodka in the United States of America. Absolut Vodka is a Swedish brand of vodka, produced in the southern part of Sweden. Building on a four century tradition of producing vodka, Absolut was created in 1877 and was introduced as its current name in 1879 by the entrepreneur Lars Olsson Smith. The leading brands of alcoholic spirits throughout the world are Bacardi and Smirnoff, placing Absolut is the third position and is marketed in about 126 countries. More than 40%, of the imported vodka in the United States is Absolut. "Absolut Vodka is one of the world's best selling premium spirits brands and achieved sales of 10.7 million nine-litre case in 2007 (96.6 million litres). Approximately 600,000 bottles of Absolut Vodka are produced every day. Every bottle of Absolut Vodka is produced in Ahus, in southern Sweden" (www.absolut.com). Absolut Vodka has a huge variety of flavours in order to satisfy every customer's tastes and preferences.THE MARKETING MIX OF ABSOLUT VODKAThe marketing mix "involves using the various tools and techniques available to managers in order to implement the marketing concept" (McDonald, 2002). It is of great importance that the products of the company correspond to the customers' wants, this process is referred to as product management. Marketing is essential due to the increasingly aggressive and compound environment in which companies operate. The most common objectives that companies set are usually maximization of revenue and profits and return on costs and investments.PRODUCT"A product or service is a problem-solver, in the sense that it provides what the customer needs or wants" (McDonald, 2002). The product consists of two basic factors, a functional performance and a bundle of features and benefits. Each company should be up to date with the customers needs and wants so as to successfully create a product that corresponds to the customer's preferences. The product formulation consists of three aspects, the core product, additional services and additional intangibles. The core product in this case is the alcoholic beverage, Absolut Vodka. In 1981 the distinctive packaging of Absolut was created, a squat bottle with a short neck, round shoulders, and a label that was printed directly on the bottle glass with blue letters. At first due to other bottles having distinctive labels on the front of the bottle it was appreciated that Absolut would not be noticeable on the shelves of the stores. Furthermore, when researching the approach on the US market in 1978 researchers had come up with devastating results, as it was found that every characteristic of the product was wrong. Consisting of a range of unattractive components, for instance being odourless, tasteless, colourless and containing a high percentage of alcohol, made it difficult for marketers to...

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