...Professor Michael Johns Executive Summary Pernod Ricard acquired ABSOLUT vodka from the Swedish government in October 2008. With considerable 13.45% CAGR growth in vodka segment among the spirit market, vodka is the place to concentrate resources. The strategies are aimed to create demand from consumers (pull strategy) and encourage outlets to sell ABSOLUT vodka products (push strategy) by utilising customer relationship management ("CRM") and below the line event marketing. The proposed plan has objectives of increasing volume sales growth rate to 16 - 18% year-on-year with constant sale price, maintaining and attempting to increase gross profit margin above 50% and net profit margin above 20% and reach 2.92% market share within spirit market by 2010 through creating competitive advantage from entering a comprehensive CRM and below the line marketing programme that no other vodka brands in Australia have done before. Plan is recommended to be executed on January 2009 or as soon as Pernod Ricard Pacific has total control of ABSOLUT vodka. The ABSOLUT launch event should commence during the first quarter of 2009 with series of advertising schemes and customer base building happening throughout the year. Major events are scheduled towards the end of the year. Total marketing expenses budget for 2009 is AU$6.5mil. Company Background Pernod Ricard holds the most prestigious brand portfolios in the sector: ABSOLUT Vodka, Ricard pastis, Ballantine's, Chivas Regal, The Glenlivet Single...
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...groups. Maintain the value by satisfying both target market’s needs and wants. they wen from concentrated to differentiated c. new segmentations : grab and go coffee, brew it at home, the traditional starbucks experience – lifestyle, income and attitude toward product segmentation. a. geographical segmentation – they targeted in other countries assignment – absolut vodka behavioral segmentation: - occasions: regular vodka drinkers - benefits: they look for a high-quality vodka - user status - loyalty status - usage rate demographical segmentation - age : everyone from the age of 21 (int he US) and from the age of 18 ( europe) - income : affordable price - religion psychographical segmentation: - social class : middle class, upper class - lifestyle : party, - personality value difference : it is a high-quality vodka, offered to everyone. this is th ebest vodka available - design - image - product differentiation (the bottle is king) and image diferentiation - advertisement - this campaign is consistent To vodka-lovers, who want to consume quality vodka for affordable price our Absolut Vodka is the best vodka available on the market - young pple,...
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...Absolut ABSOLUT: Promotional Strategy Developing an effective promotional strategy demands more than just being aware of the tools of promotion. Promotion is an ongoing process that requires much planning. A strategy is simply a careful plan. The effectiveness of your strategy depends on more than how much money you put into it. Effectiveness results from the thoroughness of your planning and the consistency with which you carry it out. The following nine steps outline an easy to follow procedure for developing an effective promotional strategy. The nine steps are figuring out who your company is, deciding on the product, deciding on who we want to attract, what are you trying to accomplish with your strategy, getting the message to the target market, how are you going to say it, how will you present it, taking the message to the audience and determining the effectiveness of the strategy. When determining the promotional identity of our company, we need to determine who the company is. When the company wants to be successful in this, the company’s image and identity must match because some consumers may not image how you see your company. ABSOLUT already has a good brand identity which is why the company is so successful. The second part is deciding who we want to attract for our new product. ABSOLUT is a big brand name and there are many different types of customers. The customers range from people who want to just drink casually at home to the bar in the big city that...
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...Absolut Black Campaign PR paper by Konstantinos Geros 2014 NEW YORK COLLEGE 11/6/2014 CONTENTS | | History of Absolut | | History of Absolut Black | | Absolut’s Competitors | | Absolut’s Black Competitors | | Campaign Philosophy | | Goals and objectives | | Target market | | Strategies | | Timetable | | Communication | | Tactics | | Calendar | | News/press release draft | | Expectations | | Introduction This paper accompanies the presentation for the proposed PR campaign of Absolut Vodka Black and gives some more detailed information and insight in that proposal. History of Absolut Distilled for the first time as Absolut Rent Branvin (or Absolute Pure Vodka) in 1879 by Swedish entrepreneur Lars Olsson Smith and produced using a revolutionary new distillation method. The method was called rectification, a method we still use today. For years to come Lars Olsson Smith was engaged in a trade war against the state and the city of Stockholm because of the monopoly of distilled spirits. He opened a shop next to his distillery, bought several other distilleries, turn his focus towards other parts of the country, attacked existing distribution channels that were selling what he considered to be inferior products and even used labor unions to boycott retail outlets selling low...
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...The Situation Analysis - Absolut Vodka Introduction This report will investigate the current marketing environment of Absolut Vodka brand (Pernod Ricard Group) within the wine and spirits industry by combining a SWOT and TOWS analysis to identify and explore key matters surrounding strategic marketing internally and externally of this brand within the UK market. SWOT Analysis – Pernod Ricard SA Pernod Ricard is globally known worldwide for their contribution in manufacturing and supplying spirits and wines. The company’s business model is a decentralized design which is a fundamental principle to their management and control of their business activities. This enhances a platform of competitive advantages. Due to regulations in relations to advertising of alcohol may lead to an impact and reduction of premium brand products and affected sales. Strengths (S) | Weaknesses (W) | * Decentralized business model * Diversified operations reduce business risks * Top 14 brands offer leadership positions to Pernod Ricard * Global status – Abslout | * Decline on advertising affecting the driving force of Absolut (Mintel, 2014) * Lack of brand awareness/brand equity (Mintel, 2014) * High debt burden * Lack of interaction with consumers- detached and no interaction (Graham, 2015) | Opportunities (O) | Threats (T) | * Positive outlook for global spirits market * Premium brands promoting neat drinks – combination of mixability (Mintel, 2014) *...
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...design, Absolut Vodka launched their world famous advertising campaign, using the distinct differences combined with humor to reach out to their clients. Through joint direct sales activities in targeted bars and restaurants (strongly focussed on the “hot spots” within a city) Absolut quickly became renowned as hip brand in this community. Their sales force used high rotation in their sales visits with attractive promotional concepts and incentives, in order to tie in the bartender community into their image statement. Through time Absolut Vodka achieved the status of a lifestyle product, to the extent that it became a brand statement as such, with people ordering “Absolut and Tonic”. Originality combined with consistency in marketing were key elements in the achieved success, leading to repeated two-digit increases in sales, year after year and positioning Absolut as the 5th largest selling spirit brand in the world. In the past few years V&S Absolut Spirits has experienced a strong increase in demand from, among other places, the quickly growing Global Travel Retail market, which, combined, is the second biggest market for ABSOLUT VODKA. Background --: The name "Absolut" was introduced in 1879 by the entrepreneur Lars Olsson Smith. Smith introduced fractional distillation that produces liquor without fusel alcohol in Sweden. In 1917 the Swedish government monopolized the alcohol industry in Sweden. Vodka was then sold nationwide under the name "Absolut Renat Brännvin"...
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...POSITIONING STATEMENT FOR “OLD SPICE” The “Smell like a Man, Man” campaign: The “Smell like a Man, Man” campaign is an advertising campaign in the United States created by ad agency Widen + Kennedy for the brand “Old Spice”. Old Spice is a division of Procter & Gamble that offers a product line of men’s grooming products, including antiperspirant, deodorant, body wash, body spray, and fragrance which consists of cologne and after shave at a cheap price. Its main brand competitors in the market are Axe, Gillette and Dove for Men. In recent years there has been a huge hype to social media for means of marketing and advertising for many companies. Old Spice is a perfect example of this. The “Smell like a Man, Man” campaign, featuring the handsome “Old Spice Guy” (former NFL wide receiver Isaiah Mustafa) was launched just prior to the 2010 Superbowl and quickly became a viral video sensation. The ad was one of the most talked about commercials and helped to boost Old Spice sales during a period of intense competitive activity. This campaign wasn’t only about television ads, but involved also social media like Facebook and Twitter, where Old Spice invited customers could submit questions to be answered personally by the Old Spice Guy. Youtube was also in the game, this happened because nearly 200 personalized video responses to the questions were created and posted on YouTube, including those to Ashton Kutcher, Alyssa Milano and ABC anchor George Stephanopoulos, creating...
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...Absolut Blank. The alcohol industry is an ever-competitive market—from small-batch to the biggest name brands. Founded in 1879, Absolut Vodka could be depicted as classic vodka; but Absolut markets their company to the unique individual pursuing an alternative lifestyle (Bhasin). They provide a diverse range of products that can provide a new twist to a classic experience. Absolut is one of the world’s top five spirit brands—sold in 126 markets (Absolut: Brand Profile). It is one of the few brands that have been able to continuously increase sales even though the market is shrinking (Bhasin). In an industry that is prohibited to advertise on the television, creativity and innovative campaigns are crucial for success. Absolut became one of the...
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...The use of an atomic bomb is something that has lingered in the conscience of many Americans since the American B-29 Enola Gay dropped the first atomic bomb ever used on August 6, 1945. The United States was urging Japan to surrender, when they refused to comply with these terms, the bomb was dropped and 100,000 people were killed. Two professors of American History, Robert James Maddox and Tsuyoshi Hasegawa, share their opposing views on weather the atomic bomb was necessary to end World War II. Maddox claims that the atomic bomb forced the Japanese army to agree to surrender, which significantly saved more lives than would have been lost. Hasegawa asserts that the Soviet invasion of Japan was a more prominent reasoning for surrender in comparison to the use of the atomic bomb and considers alternatives that seemed to be overlooked by military leaders. A meeting was held at the White House on June 18, 1945. A committee was assembled to consider the major issues concerning the use of the bomb that would present its opinion to the president, army chiefs and secretaries. Army chief of Staff General George C. Marshall was asked to present future war plans. They suggested an operation that was code-named Olympic which would be the invasion of Kyushu to blockade and stage an invasion of Japan’s main island. They then recommended to Truman, “the bomb should be used against Japan as soon as possible… against a military target surrounded by other buildings… without prior warning...
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... T. Group No. : 1 Tutor : Dr Ang Cheng Guan Tutorial Day/Time : Monday, 12.30 - 1420 hrs Date of Submission : Saturday, 18th October 2003 [pic] An Institute of Nanyang Technological University [pic] Singapore was once been under the Japanese occupation that lasted for nearly three years. On February 15, 1942, Singapore surrender to the Japanese after realizing that the situation was very bad especially there was a shortage of food and ammunition at the frontline battlefield. Furthermore the Japanese had cut off the water supply from State of Johore. After a meeting held at the Battle Box at Fort Canning, British commanders concluded that there was no other choice but to surrender. At 5 p.m. that day, led by Lieutenant-General Percival and other officials like Brigadier Newbigging, Brigadier Torrance, and Major Wild, made their way to the Ford Factory for the meeting. It was a first time ever meeting of top-ranking officers from both armies. However both had their own agendas like one wanted for an unconditional surrender while the other one wanted to negotiate. It was considered as one of the darkest period in the lives of every Singaporean people then. It was the beginning day that the fate of Singapore took a turn for the very worse, with serious insinuation for the three and half years of the occupation. Singaporean not only had to adapt to a change in the Governor, from British ruler to a...
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...Sometimes in life we do thing that we don't even want to but people push us, to go certain direction with their action, even though some people say you cannot let other control you by their action or by what they say, but still remember there always will be a time that you going to be tired of that person action,and you will be forced to react some certain wait that will hurt them, so the same thing happen to president Truman, Japan had forced him to destroy Hiroshima, do you think that would have ever happen if they never have attacked pearl harbor. First and foremost, president Truman was a good, if you check back in his bio you can see for yourself, but there was two thing that he felt was important to shared with the American public and these two things was the reason why he had ordered to bomb japan, in the second paragraph he said, The Japanese began the war from the air at pearl harbor. they have been repaid much fold. and also in paragraph 10, he mentioned " if they do not now accept out our terms they may expect a rain of ruin from the air, the like of which has never been seen on this earth. Furthermore, this had affected the average of American citizen, because they was uninformed about that atomic bomb and what it would have done to those people, some of them was depressed after seeing how this bombs had caused this massive destruction but on the other side some of them was saying that the Japanese got what they deserved, and it was the only way to teach had them...
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...bomb on Hiroshima; another atomic bomb on the city of Nagasaki on August 9, 1945. There are two sides to every story, the question lies in whether or not the United States was justified in dropping the atomic bomb. By exploring this controversy, hopefully there lie some answers about this great debate. It is estimated that some 200,000 lives were taken between the bombs dropped at Hiroshima and Nagasaki. People opposed to the dropping of the bomb argue that these lives were taken unnecessarily due to the fact that Japan was trying to negotiate a peace treaty. They were out of resources needed to fight a world war and began to reach out to Sweden and Portugal in hopes of a peace treaty. On January 20, 1945 the Japanese sent terms of surrender that were almost identical to the terms that we agreed upon after the bombs were dropped, however these terms were not accepted. Again in April and May of 1945 they tried three more with no success. “Japan was already defeated and dropping the bomb was completely unnecessary” –Dwight D. Eisenhower (do we have an in-text citation for where this came from?). The people in opposition of the dropping the atomic bomb also argue the cities chosen to drop the bomb were of little military value; the number of civilians far out weighted the number of troops. On the other side of the debate are people that believe dropping the atomic bomb was necessary and supported of the strategic move claim that the invasion of Japan (Operation Downfall)...
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...and for 12 years prospered as a Missouri farmer. He went to France during World War I as a captain in the Field Artillery. Returning, he married Elizabeth Virginia Wallace, and opened a haberdashery in Kansas City. Active in the Democratic Party, Truman was elected a judge of the Jackson County Court in 1922. He became a Senator in 1934. During World War II he headed the Senate war investigating committee, checking into waste and corruption and saving perhaps as much as 15 billion dollars. As President, Truman made some of the most crucial decisions in history. Soon after the war against Japan had reached its final stage. An urgent plea to Japan to surrender was rejected. Truman, after consultations with his advisers, ordered atomic bombs dropped on cities devoted to war work. Two were Hiroshima and Nagasaki. Japanese surrender quickly followed. The first use of an atomic bomb in warfare took place on August 6, 1945. The weapon was dropped on the Japanese city of Hiroshima by the U.S. bomber Enola Gay, instantaneously destroying four square miles in the middle of the population center. The blast killed 66,000 men, women, and children, and injured an additional 69,000. A full 67 percent of Hiroshima's buildings, transportation systems, and urban structures were destroyed. The next atomic bomb to be dropped in warfare was detonated over the Japanese city of Nagasaki three days later. That blast killed 39,000 civilians and injured another 25,000; 40 percent of...
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...this epic battle. Many people over time have argued that this battle was unnecessary because the U.S. could’ve just dropped the atomic bombs on Japan to end the war. However, Leckie is able to show the strategic importance of this battle. Okinawa was the entrance to Japan. If America successfully invaded Okinawa, then the Americans would only be 375 miles from Kyusha, which is one of the home islands of Japan. This would provide a glimpse of a possible invasion. The island also had many airfields which the Americans wanted to use as a base for operations. Leckie defends this importance by showing that if the Japanese would’ve won the battle of the Pacific War, the Imperial Conference could not have been influenced to accept the Allied surrender offer, thus the war would have been prolonged. Although Leckie makes a...
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...The article Understanding the Decision to Drop the Bomb on Hiroshima and Nagasaki by Nathan Donohue concerns the intent to emphasize the complexity of the issue with regards to the decision made by American president Truman to throw an atomic bomb on the Japanese cities in order to end the World War II. Generally speaking, the paper discusses alternatives that existed at that time and makes an attempt to identify which outcomes this could have had. The atomic bomb is a weapon of destructive action, and the American government knew that. However, there still were reasons for the US to use this means. The bomb was thrown due the fact that “the top priority for President Truman was to end the war as quickly as possible with the fewest U.S. casualties”...
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