...Vodka Leader Factor Conditions Trying to understand how Russia mastered their art, you must understand the factors that assisted the country. The factors that must be considered are the skills and technology resources that are available to the country. Russia has been using distilleries for many centuries which have helped to reinvent and perfect the process. A Russian scientist is recognized as the individual who invented the idea of using charcoal to purify the vodka (All About Vodka.) By the end of the 18th and 19th century, Russia is noted for having the most perfectly sound technology in the world for making and distributing vodka. This country takes much pride in their product that in 1902 a law, Moscow Vodka, was created as a benchmark for future vodkas that were to be produced (All About Vodka.) Firm Strategy, Structure, and Rivalry Russia uses a unique process and ingredients when they make their unique and signature vodka. Vodka is generally made from grain, potatoes, molasses, beets, and other ingredients made from vegetables (Vodka.) Countries like Sweden, Poland, and America all use their own various array of ingredients to make their own unique vodka. Russians prefer to make their spirit out of wheat and rye instead of potatoes like the Polish (Vodka.) Because the Russians prefer to use different ingredients than their competitors, they have been able to create a distinct and memorable taste than their counter parts which allows them to have a competitive...
Words: 990 - Pages: 4
...three of which might be found very useful to a company that wishes to follow international headway (Michael Porter, 1980). Through this assignment Porter’s matrix and his proposals are about to be presented as a helpful tool for any enterprise that whishes development off its country’s borders. Two major companies, worldwide known for their products in beverage market segment are about to be analyzed as representative examples of their differentiative and cost leadership character. VIN and Spirit, a Swedish firm which was the creator of Absolut Vodka compared with Diageo, Smirnoff’s enterprise. VIN and Spirit Company without the basic knowledge of a global strategy, it managed to obtain one of the leading market beverage segments being also a very representative example of advertising and packaging differentiation (Vin & Spirit Annual report, 2007). The second company, DIAGEO is producing popular products ne of which is Smirnoff Vodka. Because of its well known products worldwide, Diageo does not concentrate on a specific product (DIAGEO Annual Report, 2007).Instead it uses very good organized mechanisms of production, promotion packaging and distribution with lowest cost which offers the advantage of selling cheaper than the competitors, without spoiling product’s quality (Michael Porter, 1980). Information about the mentioned enterprises was taken from their 2008 annual report, before VIN & Spirit sold “Absolut” to Pernoid Ricard Company. Differentiation versus low...
Words: 3804 - Pages: 16
...Marketing Audit: Burnett’s Flavored Vodka Over the past decade, the popularity of the spirit vodka has gone through the roof in terms of U.S Consumption. With many consumers looking for healthier, low calorie alternatives to beer, wine, and other dark spirits, Vodkas popularity comes as no surprise. The rise of vodka has also brought about another growing trend in the spirits industry and that is the growth of flavored vodkas. Flavored vodkas allow consumers with particular taste to enjoy an easy-to-drink spirit and also allows consumers to create many different drinks with one base liquor. One of the companies that has seen immense success in this booming market is Heaven Hill Distilleries’ line of Burnetts’ Flavored Vodka. Featuring over 33 unique and distinct flavors, Burnett’s is one of the largest players in the flavored vodka market and continues to lead in innovation of flavors as well as nationwide distribution. Executive Summary While there continues to be new competitors entering the market almost every day, one of the largest, most competitive firms in the flavored vodka market is Burnett’s Flavored Vodka. Burnett’s, widely known throughout the nation by young collegiate aged individuals and young professionals, offers one of the lowest price points for vodka in the entire industry. In addition to this, it features a product line with over 33 different flavors including seasonal flavors such as pumpkin spice vodka. By and large, Burnett’s has seen wide success...
Words: 3144 - Pages: 13
...campaigns, and what strategies will be most effective in order to target that market. 2. Data Collection The collection of data will be based on the following criteria: Survey method - We will conduct various surveys utilizing, telephone surveys, restaurants interview, hotels interview, retail stores interview, mail surveys, online surveys, in order to established a well organized data collection method. Observation method – mystery shoppers, market basket data, scanner based, behavior scan, info scan, total sales, product demand, customers opinions. The utilization of secondary data will be most useful since Grey Goose has been in the market for a good period of time and it has been known as one of the best tasting high quality vodka in the United States and around the world. 3. Sampling Method Selection. We will most likely use a cluster sampling method in order to evaluate customers’ perception about our product and how they feel about it. Also we will evaluate customers demand in order to have a projected idea on how well the product is moving and how satisfied customers are depending on the different areas of South Beach Miami. 4. Data Analysis In the process of that data analysis, we have decided that an independent firm located in the South Beach Miami area will be most helpful in conducting such research. Eventually, this will give us an advantage since it is located specifically in the same area as the target market. Such marketing evaluation will...
Words: 624 - Pages: 3
...Executive Summary This case study is all about can soju overcome vodka in U.S. market where vodka is already most selling spirit. If we look into soju it is very similar to vodka but little sweeter than it and it is also the most consumed drink in the world and now there are trying to introduce new flavor to it so considering the recent trends plus it is way cheaper than vodka. Soju can faces some problems and challenges it has to work on its marketing strategies and look into current trends to overcome and acquire spirit industry in U.S. and how it can achieve with the help if various references is what I am going to mention in this case study. Introduction Alcohol Beverage can be defined as a drink containing more than 1.5 percent in volume and containing ethyl alcohol can be classified as alcohol beverage (Definitions.uselegal.com.2015).It is said that there is account of alcoholic beverages from 6000-7000 B.C. (Gately. 2008). It is also said Beer is one most oldest and popular drink identify by human civilization (Bellis, 2015). Alcohol Beverage are made up of two process such as fermentation and distillation. There are various classification of alcohol beverages in around the world the most famous ones are wine, liqueur, beer, whiskey, vodka, Tequila, rum, champagne, sake and soju. It was predicted that global alcoholic beverage industry will be comprised of $1 trillion dollar in year 2014 which would be 10% increase in last 5 years with a consumption of 210 billion...
Words: 2489 - Pages: 10
...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 Malt...
Words: 5897 - Pages: 24
...Russian 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. Four years later the sales of this authentic Russian premium vodka surpassed all imported premium vodkas, achieving the number one position in the premium segment with a 27% market share in its domestic market. Brand Identity The first truly premium Russian vodka that “Embraced the past…and inspired progress”. Company’s Objective Equals to the founder (Tariko)’s vision: to make Russian Standard vodka the number one Russian vodka in the world. Assessment of the Current Market Success factors: 1. An evocative brand name. 2. Unmatched product quality. 3. Production Origin. 4. Distinctive premium packaging. 5. Strong distribution networks, commanding merchandising skills. 6. Premium pricing policy. 7. Smart promotional on-premise and off-premise strategy. 8. Strong financial support from brother company—Russian Standard Bank. Failure: Inaccurate domestic advertising compaign—conceived by its consumers as inconsistent with brand image. Issue Encouraged by its rapid success at home as well as driven by the vision of its founder, Tariko wondered whether Russian Standard vodka should be launched in...
Words: 1476 - Pages: 6
...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...
Words: 3396 - Pages: 14
...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,...
Words: 334 - Pages: 2
...Background Project Proposal Project Title: The Production of Cassava Peels Vodka in Bolisong Women Wine Makers, Inc Proponent: Bolisong Women Wine Makers Project Cost: Objectives: The main objective is to introduce a new product line to Bolisong Women Wine Makers, Inc. It aims to: 1. Provide additional income for the cooperative 2. Provide additional livelihood for the members of the cooperative 1. Background A. Company Profile Bolisong Women Wine Makers, Inc is a cooperative consists of 18 women. These women are neighbors who were upset about the duhat and cashews littered on the community. They decided to do something about it and it turned out to be wine-making. They started producing wine since 2006. The women themselves were only armed with the basic knowledge and tools for wine-making. The group went through trials and errors, a necessary step in perfecting their homegrown wine products. With the help of inter-governmental agencies in Region 10, like the DTI, DSWD, Department of Agrarian Reform, and with the help of Xavier University’s Food Tech Center, the women were empowered and stimulated to take their business seriously. The cooperative produces duhat, cashew, jackfruit, pineapple, banana, ube, and watermelon wines carrying the brand name Salvadore Fruit Wines. It is located in Brgy. Bolisong, El Salvador City. The company’s products are already registered with the Department of Health and the Bureau of Food and Drugs. Over...
Words: 5391 - Pages: 22
...State Exchequer – Rs.25, 000 cores. The Industry turnover is ~Rs.54,000 core (Source: Euro monitor International 2009). It is the only Industry where inputs are decontrolled (free market price) and output is controlled (selling price is determined by State Excise in most States). The Indian spirits market has grown rapidly owing to rapid economic growth, rising disposable incomes, favourable demographics and greater social acceptability of alcohol consumption in India. In particular, according to Euro monitor International 2009, the sales volume of spirits products is expected to reach 2.2 billion litres by 2013. India has traditionally been among the world’s lowest per capita consumers of foreign spirits such as whisky, rum, brandy, vodka and gin. Indian Made Foreign Liquor (IMFL)...
Words: 590 - Pages: 3
...what,with the news traveling so slowly. the girl came back in then and climbed upto them. she crouched next to him and started to slowly pour water over his body from the bucket she had beerl carrying. dillquist sighed and looked at her. thank you she smilled,still pouring water dillquistfelt the warmth of her body next to him smelled her fresh sweat through the moist linene gown. it wasnt an unpleasant smell, not at all like the stale old sweat of an army tent at night but a sweet, almost promising scent. like the smell of a girl when you have sex wid her, dillquist thought. he was suddenly aware that his thoughts were showing under the thin cloth that covered his groin. he turned back to winther abruptly. so dont worry about dbeln, he continued. instead , we should be thinking about what are friend gray is worrying about. ah, winther said. gray is just a scared old man. no. 1 think he has a piont. you cant just start revolution. you need to have a plan as for who is to be in charge afterwards. do you want me to fetch another bucket? the girl asked, smiling. general dbeln did indeed have other things to worry about. he was of course, aware there were plans for a coup dtat in the capital. however, he was confident that there wouldnt come anything of it in the end. after all there had been rumors for months, but nothing had happened. also, the police were aware of the problem and would certainly keep their eyes open. so dbeln concentrated on...
Words: 692 - Pages: 3
...http://prezi.com/309ispjykcgi/absolut-vodka/ absolut vodka http://www.mbaskool.com/brandguide/food-and-beverages/4442-absolut-vodka.html http://prezi.com/x2hhkygf3wjl/absolut-vodka/ http://www.jgbm.org/page/9%20Etienne%20Musonera%20.pdf HISTORY Absolut was established in 1879 by Lars Olsson Smith and is produced in Åhus, Sweden. Smith introduced fractional distillation that produces liquor without fusel alcohol in Sweden in 1877, under the name "Tiodubbelt Renadt Brännvin" (Tenfold Purified Vodka). Brännvin literally means "burn-wine" and is analogous to the German "Branntwein". The term is also used in Norwegian, Danish and Icelandic.[citation needed] ("Vodka" was not used for Swedish liquor until 1958, with the potato-based Explorer Vodka.) The name was changed to "Absolut Rent Brännvin" (Absolutely Pure Vodka) by Smith to market his much improved product. [1] Smith challenged the city of Stockholm's liquor marketing monopoly with his vodka. It was sold at a lower price than the monopoly's product, just outside the city border. Smith even offered free boat rides to the distillery and "Rent Brännvin" made Smith a fortune.[1] In 1917, the alcohol industry in Sweden was monopolized by the Swedish government. Vodka was then sold nationwide under the name "Absolut Rent Brännvin". The name changed with intervals, Renat Brännvin or Absolut Rent Brännvin. In 1979, the old name Absolut was picked up when the upper-price range ABSOLUT VODKA was introduced. Renat is still a euphemism...
Words: 334 - Pages: 2
...Meaning of alcohol in five different societies: Native Americans, Maori, Chinese, French and Russian This essay was conducted in order to look over whether the meaning of ‘alcohol’ differs across various cultures. The essay will compare how tribal people conceptualise the definition of this substance and how it is explained by contemporary societies in developing and developed countries, and also in the post-Soviet country. Contemporary or postmodern period is known as the latter 20th and the 21st century (Johnson, 2001). This paper will provide examples of indigenous societies from North America and New Zealand, and also societies from China, France and Russia. The essay will briefly review the way their attitude to alcohol changed since earlier times. It seems that in practice relation with alcohol is usually understood by drinking alcoholic liquids. The behavioural consequences of drinking depend as much as on a people’s idea of alcohol does to a person as on the physiological processes that can result from alcohol abuse. It would be advisable to say that alcohol as a ‘drink’ played an important role in almost all societies’ cultures since Neolithic times. Alcohol helped to drive the globalisation of trade since 17th century (Hames, 2012). The role of this substance was usually described in relation to religious experiences or by enhancing the enjoyment of life. Historically, alcoholic beverages also were widely used as sources of antiseptic nutrients in medicine. In modern...
Words: 3356 - Pages: 14
...staff in the restaurant. They went to the restaurant to have dinner but the staff of the restaurant did not treat them in a good way Dr. Loflin and his wife were hosting his wife’s brother who came visiting from Atlanta, Georgia together with his wife. They decided to go to Mr. and Mrs. Pearson restaurant because they have a dinner reservation at the retreat house for a party of four under his wife’s name, and they choose that restaurant because their food is excellent. They were seated at 7:00pm and immediately they were given menus, a wine list, ice water, dinner role and butter. And they sat there for fifteen minutes before the cocktail waitress ask them of their drink order. And when Dr. loflin’s sister-in-law made her order for vodka martini straight up with an olive, the cocktail waitress rudely responded that she is not a stenographer. Q2The quality or state of being strong, ability to do or to bear, capacity for exertion or endurance, whether physical, intellectual, or moral, as a strength of body or of the arm; strength of mind, of memory, or of judgment, while weakness is the quality or state of being weak, want of strength, firmness, or lack of energy Another strength is that the staff of the restaurant ask about an order for the second time so the they will know how many to bring and who exactly made the order. For example, when Mr. and Mrs. Loflin made another order for more rolls, the staff asked “who want a roll” so the that she will know exactly how many...
Words: 360 - Pages: 2
