Absolute Vodka Marketing Plan

Absolut Pure’s goal market will include feminine shoppers of their mid-twenties to mid-thirties residing in city areas. We are going to deal with the center to higher class Era X and early Era Y who possess a excessive disposable revenue and are prepared to pay extra for luxurious merchandise. Absolut Pure will attraction to ladies pushed by their want for social standing and recognition. Absolut Pure will goal environmental and well being aware shoppers, who're due to this fact inquisitive about buying premium natural merchandise. These ladies are stylish, inquisitive about style and music. This new, and evolutionary vodka shall be launched with the intentions of capturing the delicate vodka drinker, whereas avoiding glamorizing underage ingesting and/or over consumption. Advertising and marketing Combine Product Absolut Pure is 100% natural vodka produced from winter wheat. The graceful and clear style displays its use of pure substances. The bottle will retain the signature form of Absolut’s trademark, however will characteristic a brand new female hourglass middle. The hourglass design shall be an optical phantasm, because the inside glass shall be thicker in direction of the centre, giving the impression of a curved center. To speak our natural ethos, the bottle shall be composed of recycled glass and comprise inexperienced accents. For comfort, Absolut Pure shall be bought in 330 mL, 750 mL and 1182 mL. This tailored bottle will spotlight the brand new product line, catching the attention of present and potential Absolut shoppers. Value At present, premium vodka is competitively priced at roughly $30. 00/750 mL. Since our new product (Absolut Pure) shall be an natural model of standard vodka, the worth will enhance to $34. 99/750 ml. The pricing technique relies on speaking a prestigious picture to the patron. Customers shall be prepared to pay extra for an natural product and use our Absolute Pure as a car for reaching social standing. The upper worth displays exclusivity and enhances model picture. Place/Distribution Attributable to strict liquor rules, our distribution channels are restricted to authorities regulated liquor marts; which shall be our major methodology of distribution. Our secondary methodology of distribution shall be via higher class eating places and golf equipment. Eating places and golf equipment shall be chosen primarily based on location, fame, and buyer base. Promotion Absolut is famend for iconic print adverts, which we plan to make the most of with a brand new natural strategy. We are going to create emotionally related print adverts to be featured in esteemed magazines. We are going to use social media platforms (Fb, Twitter, Blogs, YouTube and Smartphone Apps) to facilitate interplay between the model and shoppers. Our goal is to actively have interaction our goal market, develop relationships, enhance product involvement, and construct a group oriented round Absolut Pure. To peak shopper curiosity, QR codes shall be positioned on the again of all bottles. Examine Skittles goal market This technique fosters product involvement and concurrently directs shoppers towards our web site (growing web site visitors and publicity). Moreover, our promotion technique will embrace product tastings at occasions that appeal to our goal market, comparable to movie festivals, style exhibits, and modern music live performance. We are going to launch our product to our goal market at a classy VIP occasion. Supporting native “inexperienced” initiatives is one other key element to our promotion plan. As we're advertising and marketing this product as environmentally pleasant, supporting native “inexperienced” initiatives is essential element to our promotion plan. Moreover, we are going to use commercials, a spokesperson and a word-of-mouth technique. Positioning Absolut is positioned available in the market as luxurious vodka, rooted in shopper’s minds as a premium vodka producer. Absolut Pure will align with this present place as a brand new premium mix added to their current assortment of vodkas. The product is positioned to fulfill shopper’s ego wants and shall be acknowledged as one of many purest vodkas out there to shoppers. As well as, the vodka shall be positioned as a “inexperienced” product as a result of its natural nature and use of recyclable supplies. SWOT: Inner Evaluation Strengths Absolut would be the first to mass-produce natural premium mix vodka. Though natural vodka exists on the smaller scale, the developed functionality and entry to assets permits Absolut to capitalize over current small-scale manufacturers. Established analysis and improvement departments and channeled administration efforts are the impetus of Absolut’s capability to develop the evolutionary new product with high quality and care. Absolut Vodka at present maintains a big buyer base with excessive model loyalty. There's excessive model recognition by shoppers as a result of Absolut’s distinctive bottle form and model identify. Absolut Pure will fulfill ego wants for upcoming middle-upper class ladies. Weaknesses: Though Absolut has a loyal shopper base, preexisting natural manufacturers have acquired a portion of the market share that Absolut Pure goals to seize. One other weak point is the shortage of patents on the thought and manufacturing of natural vodka. Thus, different mass producers can simply duplicate the natural vodka mix at a cheaper price level, immediately competing with the Pure line. As well as, there are restricted distribution channels for Absolut in Canada. Absolut Pure can solely be bought on to shoppers via authorities regulated liquor shops. SWOT: Exterior Evaluation Threats A possible downside of the Absolut Pure Vodka is the excessive worth. Given present financial volatility, Canadian shoppers have change into risk-averse with much less disposable revenue for luxurious merchandise. A serious risk to Absolut Pure Vodka is a change in shopper style; shoppers might imagine that natural vodka won't style nearly as good as common vodka. That is because of the attitudes hooked up to natural merchandise. Continued concern from shoppers concerning alcohol abuse may additionally probably scale back general gross sales. As well as, it's important for Absolut Pure to keep up model exclusivity. Absolut should stay positioned in shopper’s minds as an elite product with a view to justify premium pricing. One other risk to Absolut Pure vodka is that each one manufacturing takes place in Sweden. Due to this fact a rise in tariffs or duties may make importing merchandise unprofitable. Lastly, competitors and market saturation is at all times a prevalent risk. Alternatives The natural motion is a rising development in the marketplace, and if profitable, Absolut may have the chance to launch new flavours underneath the natural product line. With vodka being an especially widespread alcohol selection amongst many markets, Absolut may have the chance to focus on new markets, together with the substantial homosexual market. Absolut could also be introduced with the prospect of penetrating worldwide markets with world enlargement of this product. Absolut has the chance companion with different natural labels (ex. natural orange juice) to make a signature cocktail, this would cut back the price of promotions and attain extra shoppers, in the end growing revenues. Evaluation As a market catalyst, Absolut will proceed to reign over competitors and push trade requirements by unveiling a brand new evolutionary product, Absolut Pure Natural vodka. The information and success of shoppers wants is the important thing to Absolut’s excessive model recognition and loyalty. Absolut Pure will implement interactive advertising and marketing methods, new inexperienced initiatives and a singular bottle to efficiently launch Absolut Pure vodka. Absolut Pure will intention to fulfill the ego and standing wants of era X, and early era Y. Utilizing Maslow’s holistic strategy to persona, we now have acknowledged that the biogenic and physiological wants of our Canadian goal market shall be happy (Solomon, Polegato & Zaichkowsky, 2011). Due to this fact, we are going to deal with pursuing the upper order wants of our shoppers. Fulfilling ego wants is what is going to drive our goal market to buy premium vodka; shoppers shall be motivated to pick Absolut Pure to realize excessive standing, esteem, status, and a reminder that they belong to an unique group who can afford luxurious merchandise (Solomon et al. , 2011). For the few shoppers who've met their ego wants, the motivation to buy shall be pushed by self-actualization wants. Customers who're on a better degree of wants (comparable to self-actualization) are extra inclined to be environmentally aware (Brooker, 1976). Thus, natural vodka will attraction to this uncommon group of shoppers. Most people spend their complete life attempting to satisfy ego wants, by no means transferring to the self-actualization stage. Accordingly, our product will focus totally on satisfying these ego wants (Solomon et al. , 2011). Absolut Pure will stand as a logo of social mobility for shoppers. We are going to phase our goal market utilizing demographics comparable to age, gender, revenue, in addition to psychographic attributes. Absolut Pure’s goal market consists of girls in late Era X and early Era Y cohorts. These urban-based shoppers shall be educated and extremely conscious of perceived standing. They take pleasure in social occasions and observe tendencies carefully. With Era Y starting from 18-30 years previous, our focus shall be on the median age of 25 and older (Semansky, 2007). At this age, majority of our focused females have accomplished some type of publish secondary training and have transitioned right into a profession. A rise of revenue, battle for brand new id, and want for standing make them a receptive goal for Absolut Pure. Absolut Pure will bridge the hole between their ideally suited self and actual self by fulfilling their standing wants (Solomon et al. , 2011). This era craves merchandise which can be novel or prestigious in nature. Moreover, with the rising development in direction of natural residing this era is interested in inexperienced initiatives (Stephey, 2008). Secondly, Era X ranges from ages 31 to 47, with our focus being on these 35 and youthful (Solomon et al. , 2011). Era X is motivated to purchase merchandise that entertain or curiosity them (Stephey, 2008). This era is skeptical and doubtful of commercials (Solomon et al. , 2011). They're very media savvy, but interested in distinctive packaging. Thus, it's important that Absolut Pure be aesthetically interesting for this era. The focused profile will possess a excessive disposable revenue, and shall be extra prepared to spend cash on high quality merchandise. This enhance in revenue is because of the rising tendency to marry and begin households later in life. That is helpful for our product, which shall be priced at roughly 20% greater than a median bottle of vodka. Absolut Pure ‘s worth mirrors using natural supplies and shoppers inherently interpret excessive costs as an indicator of high quality. Our worth is strategically set at $34. 99. Any will increase in worth which may be needed shall be beneath shoppers JND (Simply Noticeable Distinction). JND is the minimal change in stimuli (worth) that may be detected. (Solomon et al. , 2011) As soon as established available in the market Absolut Pure won't use any type of worth discounting to keep away from damaging the unique orientation. Though pricing is feasible risk to a premium product in a time of financial downturn, Absolut Pure stays an reasonably priced luxurious for shoppers. Revenue and spending energy should not essentially requisites in shopper shopping for conduct (Solomon et al. , 2011). Due to this fact, it is very important issue within the psychographic and way of life traits of our goal market. VALS (Values and Life) segmentation is a useful gizmo for figuring out shopper sorts, and relies on assets and self-orientation (Plummer, 1974). Utilizing VALS, we now have recognized our goal market to fall underneath each “Achievers” and “Strivers”. Achievers place a excessive significance on picture, and favor prestigious merchandise (Pearson 1985). Strivers are just like Achievers however with much less assets. Strivers are involved with the opinion and approval of others (Riche, 1989). They favour merchandise that shadow the purchases of individuals with larger wealth than them (Pearson, 1985). Collectively, Strivers and Achievers shall be drawn to buying premium vodka to display success to friends. Absolut Pure will undertake the signature bottle form and well-established commerce gown at present utilized by the Absolut model (Aslop, 1984). It can characteristic the identical clear and crisp blue “Futura” font as Absolut’s present bottle. Using the colour blue and acquainted print stimulates emotions of belief for the brand new line. Customers will be capable to determine that Pure is aside of the Absolut model. This identification will scale back product skepticism that's widespread with a brand new product. The Absolut Pure bottle will differentiate with distinctive bottle options and colours. The bottle shall be designed with a thick inside glass middle to create the phantasm of an hourglass silhouette. This distinct and novel form will instantly seize shopper’s consideration. As well as, research have proven that customers desire curved objects versus angular ones (Bar & Neta, 2007). The hourglass contour is related to femininity and is congruent with our feminine goal market. The bottle will make the most of coloration psychology by utilizing frosted white glass. White is perceived as pure and clear, two of the core traits of the product (Kheifets, 2006). Together with this, the Absolut Pure bottle will comprise inexperienced accents to attraction to the environmentally aware shopper. The colour inexperienced is perceived as pure and ecofriendly, expressing the natural nature of the product providing (Kheifets, 2006). Lastly, the bottle will comprise purple accents to provide the notion of luxurious and royalty (Kheifets, 2006). The purple will assist to determine Absolut Pure as a high-end product (See Appendix 1). The bottle shall be designed as a visible stimulus to draw shoppers to Absolut Pure Vodka. (See Appendix 2) Absolut Pure natural vodka is a steady innovation of the Absolut model. This product evolution is used to set the Absolut model other than rivals. The present panorama of the natural vodka market might be outlined as undersupplied, with rising demand and excessive market potential. Absolut Pure faces little competitors and has created a distinct segment market as the one premium mass vodka producer to supply 100% natural vodka. Absolut Pure has recognized degree of purity and worth/standing as the 2 key product dimensions for positioning towards rivals. The direct rivals of Absolut Pure shall be small manufacturers comparable to Prairie Vodka and Sq. One Vodka, who already produce 100% natural vodka. Though these distilleries have a primary mover’s benefit towards Absolut Pure, their lack of capital for promotions and restricted distribution channels has made them extraordinary many markets. Therefore, these manufacturers are perceived as low standing and can be found at a low worth. The second kind of competitor is fellow “large model” vodka makers comparable to Smirnoff and SKYY. These manufacturers place little deal with readability and are perceived as decrease in standing. These vodkas shall be out there at a cheaper price level than Absolut Pure Vodka. Absolut Pure shall be priced lower than “tremendous premium” vodkas comparable to Gray Goose and Belvidere who've a excessive regard for high quality and purity. Different oblique rivals of Absolut Pure shall be onerous alcohols, in addition to spirits and wine. These oblique rivals shall be positioned as low in readability. With vodka being the most well-liked selection of alcohol, Absolut Pure should penetrate the market with dominance and recognition. We will anticipate there shall be a considerable enhance in competitors within the close to future. If Absolut Pure is a profitable product, different giant vodka producers might resolve to supply natural vodka at cheaper price level. To be able to retain market share, Absolut should develop a sustainable aggressive benefit (SCA) over rivals. Our grassroots strategy and inexperienced initiatives will foster a way of group, exclusivity, and status amongst our shoppers, forging model loyalty (our SCA). Nonetheless, progressive strategies have to be constantly explored with a view to retain loyal prospects and appeal to new ones. Beneath is a positioning map to indicate Absolut Pure in relation to those rivals. For transmitting our product message, choosing mediums which can be suitable with our product, and goal market is essential. For print adverts, we are going to choose magazines with excessive status, as they're the simplest for speaking messages of high quality (Solomon et al. , 2011). Absolut will run print adverts in esteemed style magazines comparable to, Vogue, Harpers Bazaar and gossip journal, Vainness Honest (See Appendix three & four). These magazines characteristic high-end designer clothes and are considered by ladies inquisitive about buying luxurious merchandise. The chosen magazines shall be profitable in expressing messages of the top quality in Absolut Pure Vodka. Print adverts can even be ran in Ladies’s Well being and Form health journal to focus on the well being aware shopper. (See Appendix 5) There's a optimistic linear relationship between socioeconomic standing and wholesome way of life pursuits (Coakley & Donnelly, 2009). Our print adverts shall be giant, easy and use vibrant colours to extend consideration. Consumption of alcohol has been socially stigmatized as an unhealthy and adverse act. Due to this fact, shoppers change into internally stricken when desirous to drink vodka. On one hand, they need to keep away from the exercise due to the adverse results ensuing on the physique. Consequently, they need to strategy this exercise as a result of it elicits an pleasurable and giddy temper. That is categorized as an Strategy-Avoidance battle and shoppers will expertise this when buying alcohol (Festinger, 1957). Absolut Pure combines the wholesome idea of natural with alcohol. Therefore, conflicted shoppers will selected Absolut Pure versus common vodka as a result of it's “not as unhealthy for you” and thereby reduces the stress brought on by this battle (Festinger, 1957). With advertising and marketing alcohol there may be the priority of overconsumption. Many shoppers have gotten more and more involved concerning the adverse results of alcohol. It's important to not glamorize or promote binge ingesting or underage ingesting in our commercials. Absolut will companion with a basis comparable to MADD (Moms Towards Drunk Driving) to lift consciousness on drunk driving and overconsumption. This can fight any adverse word-of-mouth surrounding the product.
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