Case Study- Absolute Vodka - 2756 Words

Absolut Vodka’s Absolute Global Marketing On a lovely morning of September 2009, with the fiftieth â€Å"beep†, Steven scanned the last bottle of the limited edition Absolut Vodka 2009 on the spirits Shelf of Selfridges London. The latest special-edition bottles of Absolut - packaged in a dramatic heavy-metal rock style, wrapped with golden studs and gray leather, rapidly become a spot light among the shelf, the whole spirit of Rock n’ Roll are simple illustrated by the new design, and just as its normal price, the Rock Edition priced at  £19.99. Meanwhile, a celebration of Absolut Art was held by Absolut for its 30 years tradition of the company’s creative collaborations, Absolut Vodka also decided to fund an art annual award from 2010 in the†¦show more content†¦After that, the old name Absolut was picked up with the upper-price range Vodka. Absolut Vodka was introduced, and the magical name helped Absolut stepped on its global stage then. Absolut Vodka became really well-known after its suc cess in U.S market. However, the culture and its country-of-origin did not help Absolut perform perfectly at the beginning of its U.S expansion. The market was managed by Carillon Importers until 1994. And Absolut stop hiring Carillon as its distributor since 1994, although Carillon played a very important role for Absolut Vodka’s introduction period and helped Absolut Vodka builds a good distribution channel initially. The U.S market became real mature after Absolut entered an agreement with Seagram Co. to enlarge its distribution channel. In fact, there are many players involved in this agreement, for example: Chivas Regal, Coyote Tequila and Martell Cognac. However Absolut vodka, as the only Vodka brand, gained really a lot of benefit from Seagram’s mature massive distribution channel. Take the advantage of Seagram, Absolut Vodka increase its goodwill rapidly in Latin America, South-east Asian and opened a tour in China Main Land as well. Absolut increased its sales very quickly during 1990 to 1997. The global economy was strong and the consumers who have demand on Vodka are becoming choosier. Vodka became a kindShow MoreRelatedRussian Standard Vodka: Strategies for Global Branding and Expansion Into the Us Market1460 Words   |  6 PagesRussian 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. 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