Absolut Vodka

MARKETING MISTAKES Absolut Vodka The Absolut story began in the small town of Ahus, Sweden. after(prenominal) that, with the smart and creative marketing campaign, this once obscure vodka became oneness of the worlds outstrip selling spirits and one of the most perceptible icons of the twentieth century. For 20 years and counting, Absolut has tapen such a remarkable and intrigue image that its ads are coveted, torn from magazines, hung on walls, and withal traded among otherwise Absolut enthusiasts. Without the benefit of television ads, Absolut has captured our collective imagination and come up to the level of a cultural icon. In the 1970s, American consumers bought 60% of the vodka purchased worldwide. However, 99% of the vodka consumed in the United States was being produced inexpensively by Ame rican distillers, the prevailing opinion being that all vodkas were too and that the cheaper the vodka, the better. At the same time, Absoluts financial struggles made the company put on that the key for the distillerys survival laid in exporting its output to the United States.

But if Absolut was to face the challenge of breaking into the American market, it would have to create an image that set it apart from the cheaper American vodkas, and justified its higher price tag, essentially creating a luxury market for a product that was viewed in America in the first place as a commodity. The comp any proverb American consumers as being con! tinually assaulted with superiority claims, which had ultimately grown tire and unpersuasive to the American audience. What Absolut needed was a way to show that it was the crush vodka available, without actually saying that it was the best vodka available. After creating Absoluts classifiable packaging, a squat bottle with a short neck, ravish shoulders, and a label that was printed directly on the bottle glass, in 1981,...If you want to get a ripe essay, order it on our website: OrderCustomPaper.com

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