ADM 3326 Lecture Notes - Lecture 4: Marketing Mix, Absolut Vodka, Chan-Dt
11 Jul 2016
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Document Summary
Absolute vodka case study: position absolut vodka on the m-g continuum. Competition: main competitors in main europe ( crystal, sprint of), north america , the key competitor is smearn off. Very fragmented competition, not duopoly bc there are more brands. There is lots of differentiation, lots of different tastes. National segmentation, bc there is still difference in tastes in different coutnries, Culture = polycentric, or geocentric = focus is on geographic areas. They are closer to m than g, closer to multinational than global. Targeting: they position themselves in the super platinum. in us targeting super premium , don"t know much for the rest of the world. So can assume do the same thing worldwide. The bottle conveys that it is very traditional. Positioning is more or less under the same area worldwide. There will be more global than national oriented. Decentralized bc they do so mch without any instructions from headquarters.
