Friday, May 09, 2008

‘Absolut’ rubbish!

Absolut Vodka goes for a total change

WhenAbsolut Vodka goes for a total change makers of the once dominant Absolut Vodka had to reposition the brand, they ran a campaign titled “In an Absolut World.” It depicted an ideal world where everything is as perfect as Absolut Vodka. However, today the brand is hardly the “ideal” it claims to be. “We are still a very strong brand in the US. But we do understand that the vodka category has changed and we are working towards reestablishing and reworking Absolut’s position in the category,” states Tim Murphy, Senior Brand Director, Absolut Spirits Company. Absolut is now allocating 20-30% of its advertising spend on mediums like TV, outdoor and digital to succeed.

The vodka was never positioned as vodka but as a fashion statement. The brand has also lost share to a lot of new players. According to trade magazine, Impact, growth rate of Absolut from 2000 to 2005 has been 4.9%, lower than other majors. Time for ‘absolut’ change, right? 4Ps

Edit bureau: Preeti Chaturvedi

For Complete IIPM Article, Click on IIPM Article

Source :
IIPM Editorial, 2008

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IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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