Contents Executive Summary.................................................... 2 I. INTRODUCTION...................................................... 4 II. SWEDEN BRIEF HISTORY............................................. 5 III. GEOGRAPHICAL SETTING............................................ 6 IV. SOCIAL INSTITUTIONS.............................................. 7 IV. LEGAL SYSTEMS.................................................... 8 VI. RELIGION AND ASTHETICS.......................................... 10 VII. LIVING CONDITION............................................... 11 VIII. Language...................................................... 12 MARKETING MIX (4 P’s)............................................... 13 Analysis............................................................ 14 References.......................................................... 16 Supporting Details.................................................. 18 Appendix............................................................ 19 1 | P a g e
Contents Contents..................................................................................................................... 1 Executive Summary ...................................................................................................1 Pernod Ricard Short Profile.........................................................................................4 Pernod Ricard founded in 1975 is one of the world largest producers of spirits based in French. In 2008 the company added the
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Sweden has two parallel types of courts -general courts, which deal with criminal and
civil cases, and general administrative courts, which deal with cases relating to public
administration. The general courts are organized in a three-tier system: district courts, courts of
appeal and the Supreme Court. The administrative courts also have three tiers: county
administrative courts, administrative courts of appeal and the Supreme Administrative Court. In
addition, a number of special courts and tribunals have been established to hear specific kinds
of cases and matters. The National Courts Administration is a special central agency for the
courts and is accountable to the Government. Sweden didn’t practice any Islamic-law.
Social organization
The social organizations of Sweden is included the race, ethnicity, and subcultures. The
biggest race in Sweden is indigenous population which is Swedes with Finnish and Sami
minorities; foreign-born or first-generation immigrants: Finns, Yugoslavs, Denmark, Norwegians,
Greeks, and Turks. Between the late 1940s and late 1960s, the booming economy attracted
skilled workers from southern Europe. Those workers were allowed to immigrate freely and gain
full citizenship. Norway, Denmark, and Finland is the large numbers of immigrants. However,
today it is common to hear a distinction made between "Swedes" and "immigrants". The people
in Sweden differentiate the immigrant with social classes, imputed cultural affiliation and
physical appearances. Even if someone speak Sweden fluently, he or she parents both
Swedish citizen and bears Sweden passport is still classified as immigrant if the person physical
appearances is like someone who come from foreign country. Socially concerned citizens avoid
this dichotomy, and the legal system makes no distinction between the immigrant and the real
Swedish. Official public documents that deal with immigration often use alternative formulations
such as "new Swedes."
VI. RELIGION AND ASTHETICS
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Before 11th century, Sweden was pagan before Sweden experience Christianization.
Swedes adhered to Norse paganism, worshipping sir gods, with its Centre at the Temple in
Uppsala. It was probably destroyed by King In gold I in 1087 during the last known battle
between the pagans and the Christians. Sweden continued towards Christianity until 1500’s.
Changed in Swedish law, the protestant reformation in 1530s until 2000, Lutheranism took hold
Sweden, with the Church of Sweden having the status church. Sweden was the home to Saint
Bridget, founder of the Brigantine convent at Vanstena. The Evangelical Lutheran Church of
Sweden was the official state of church. Protestant Reformation in Sweden consider as a
political tool used by the king to secure control over the church included its assets. Lutheran
orthodoxy such as Calvinist Dutchmen played a special role in trade and industry as they quietly
kept a low profile religious. Sami were change to Lutheranism by Swedish missionaries in the
17th and 18th centuries.
Few of other religious groups are represented in Swedish society including Muslim,
Judaism and Catholicism. As religion in Sweden today, Government of Sweden open to
freedom of religions to Swedish. The laws concerning religious freedoms are observed and
enforce at all government level. People are giving freedom on practicing their own religion and
right to protect the religion. No recognition and registration needed to carry out all the religious
activities except activities or groups that need support from the government. Church of Sweden
show drop between 1972 until now. Most of Swedish left church of Sweden at the end of 2009.
However, still many of Swedish citizens who have no religion according to the official of Sweden
website. There are just three out of ten Swedes state that they have confidence in the church.
Swedish culture inspired by statism, paternalism, collectivism, egalitarianism along with
openness to certain international culture. Denmark, Norway and England’s culture bring great
impact to Sweden’s culture. Swedish art been influence by variety of geographical in different
ages. In history, the oldest Swedish remain art are found in the churches. The term Swedish art
refers to the history of painting and the visual arts in Sweden or by Swedish artist. Swedish art
become part of Sweden culture and one of cultural tradition of the western world. Most of the
visual art of generally about religious beliefs, focused on purgatory, the devil, Jesus Christ and
Virgin Mary. In the 19th century, well known Carl Larsson shaped the image of the idyllic
countryside home with his naive picturesque illustrations.
Music is very popular too in Sweden. Traditionally, Sweden is in Nordic folk dance music
with its nearby countries. Instruments such as accordion, clarinet, and fiddle are used to played
Swedish traditional music with instrumental genre. Swedish, Jorgen Elofsson and Max Martin
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are famous as they are world leading songwriters. The consulate General of Sweden states
they are the 3rd biggest exporter of music in the world included modern and pop music. In the
late of 1980, Scandinavian death metal bands became famous with the internationally heavy
metal community. Swedish pop such as ABBA, Roxette, and The Cardigans and so on had built
international careers.
Sweden has a great and lively theatre life. The most prestigious Swedish theatre is the
Royal in Stockholm with its four separate scenes. The Court Theatre at Drottningholm
palace was founded by King Gustav III in 1766. It is still used today in the summertime. There
are amateur theatre groups, of which most related to adult educational associations. There are
several regional and local theatres. The National Swedish Touring Theatre is a mobile theatre
serving the whole country. The people acting are both amateurs and professionals. They often
play well-known dramas or plays based on local historical as events. Birgit Cullberg was one of
the famous ballerinas in Sweden for more than three decades. Her TV shows of ballets have
reached a high viewer internationally.
VII. LIVING CONDITION
Traditional Swedish cooking style is usually simple and satisfying and also very healthy.
In the last few decades, Sweden foods have been enhancing with different of food from others
country bring from the immigrants. Nowadays, fast food become a favourite food of citizen
especially teenagers. Swedish cuisine included dairy products such as bread, berries and stone
food. Meats like pork, seafood, and pickled fish become choice of Sweden food. Potatoes
always served as a side dish which boiled with special made sauce. Swedish cuisine using lots
of variety type bread like sweetened bread. Another typical Sweden cuisine, fruit soups with
high viscosity are served in hot and cold way such as rose hip soup and blueberry soup.
Besides that, Sweden is one of the heavy coffees drinking in the world. Proves is the world
largest maker of milk carton which using to mix with coffee was found in Sweden. Vodka
becomes the most important alcohol beverages in Sweden as the country that produce Absolut
Vodka.
Sweden consider as a successful nation in international sport specially tennis. Tennis
player, Bjorn Borg, Mats Wilander are well known tennis player internationally in Sweden.
Winter and summer sports are very popular in this country. Skiing in a downhill ski areas are the
best spot for Sweden people and tourist all around the world. Sweden has great facilities
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prepared to its people such as a lot of courts for golf, football and tennis. Sport is important in
way of life for Swedish. Sport as curricular are compulsory for school teen as a healthy life style
for them.
As we all know, Sweden are popular in its design and architecture with the help of their
contribution to the act of activity in around period of 1930s which introduce the world that we are
connect as much with modernism itself as with Sweden and Scandinavia. Traditional Swedish
national costumes just will used on special occasions or festival celebrations. However, for cloth
wearing of business especially in Sweden, it is conservative. For example, men should wear
good quality suits with silk ties and shirts and women should wear suitable dresses or a suit
when they are involving in business. Because of egalitarian values of Sweden, it is strongly
suggested that avoid from wearing anything that is flashy.
For the Sweden's healthcare, the public organization makes sure that the well-being and
economic security for all people at there. That means no other country got low rate of poverty
and social exclusion. Most of the medical care is free of charge and no need to pay it. In this,
due to guaranteed medical care that every citizen could have, Sweden has been asking to do
the model welfare state. Besides, system of progressive taxation covered this amount of
services. Around 1990s, health care improve the issues, such as universal and same approach
to medical services, as well as same funding of health care that were placing. Sweden also
show great care for same human rights and it helps to lead to a healthier population.
VIII. Language
Most citizens at Sweden speak Swedish as their first language and English as their
second. In Swedish school, English is taught as a compulsory secondary language. Since
Sweden has already as a stronghold of American popular culture, English also learned to a big
extent through the films, TV, and music. Tourists that from Britain or US may be feeling
unexpected at the quantity or total of Anglicism in the use today and it sometime made English
sound a bit weird or ridiculous.
MARKETING MIX (4 P’s)
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Product
The product is called Absolut Vodka. Absolut Vodka is a French owned brand of vodka,
produced near Åhus, Skåne, in southern Sweden. The vodka is made from winter wheat in
Sweden. Absolut Vodka can be distinguishing from its competitor with the well-known crystal
clear Swedish medicine bottle look-a-like, with a blue colored label that was printed directly on
the bottle glass.
Price
Absolut Vodka targeted the super-premium as well as the premium quality market.
Product price according to the price list in Virginia.gov was $1.95 for 50ml, $7.95 for 200ml,
$12.45 for 375ml, $19.95 for 750ml, $23.95 for 1L, and $39.90 for 1.75L, that are range from
$1.95 – $39.90 which was considered good value for money in the eyes of customers. Owing to
the higher quality consciousness which exists in different countries, the demand for high
premium products grew.
Promotion
Absolut uses a very memorable advertising campaign that really captures the heart of
their customer. Absolut’s Ad campaign positioned Absolut as the “absolute highest quality”. The
so called high price was actually used as a powerful perception tactic to create the perception
quality. The strategy is by using the “Absolut” word in combination with creative images and
artwork incorporating the Absolut bottle into everything else. Absolut vodka also embraces
social media campaign to promote their sales using a one day event that usually open for
people to sign up and join the event.
Place
Absolut Vodka is available in 126 countries and the third largest brand of alcoholic brand
in the world. Absolut first and strongest market is in USA which Absolut has a 60% share of
USA Vodka market. Absolut Vodka sold in most of the store in USA, other than that Absolut
Vodka also using online store to distribute their product to the end user such as
missionliquors.com. After its success, both in its home country and in the US, Absolut Vodka
was introduced in most European, Asian and Pacific countries.
Analysis
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Why do we think the product is exported successfully to Malaysia?
Most of the people included Malaysian always wondering why Malaysia which is has
about 60 percent of the population is Muslim and forbidden by the government to buy alcoholic
drink can let importer or dealer sell alcohol beverages such as Absolut Vodka legally in
Malaysia. According to the research, Malaysia reaches a shocking ranking which is the tenth
largest consumer of alcohol in the world. Each year, Malaysians spend over US$500million on
alcohol beverages because lead to factors of easily available, aggressively advertised and
widely promoted through variety methods and ways. 22 years old is the average age for alcohol
dependence in Malaysia.
Absolut Vodka is one of the most well-known alcohol beverage in Malaysia beside
Chivas, Jack Daniels and so on. Absolut Vodka consider as successful export to Malaysia from
Sweden as it’s have amount of supporters in whole of the Malaysia. V&S Absolut Spirits which
is founded of the Absolut Vodka can manage and market the products extremely successful in
many ways in Malaysia.
Absolut Vodka is well known to its variety of taste such as original, citrus, raspberry,
peach and so on. Alcohol lovers prefer Absolut Vodka very well as the variety of flavor that with
a light fruit aroma combine with the smell of alcohol could make people fall for it. Besides of
enjoy drinking Absolut Vodka in a simple way, it can use to make a lot of cocktail beverages too
examples tequila sunrise, margarita and pinacolada which taste very nice. Absolut Vodka is said
to be very attract the local customers because the customers can taste different type of vodka
and keep them as collection at home.
V&S Absolut Spirits has a very strong sensitively to the latest trend nowadays Absolut
Vodka is unique to the outside surface of the Absolut bottle. The strategy that use to impress
and attract customers and vodka lovers are by combining “Absolut” word with creativity artworks
incorporating the Absolut bottle into everything else. Over the years Absolut has commissioned
not only over 300 painters, but leading artists in all fields, including sculptors, glass designers,
musicians and fashion designer to involve in designing the bottle of the Absolut. Lifestyle,
culture, and symbolic city typically become designer inspiration to design Absolut outer bottle.
Certain bottles of design are limited edition and just only sell in certain country. And
undoubtedly, these entire creativity artwork bottles are become collection nowadays not just
only for alcohol drinkers but even for non-drinker. In Malaysia, a new Absolut, bottle that
glittering in a red sequin jacket was released to feature with the event titled “In an Absolut world,
every night is a Masquerade” on 2009.
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Absolut is totally different in it way of advertising style although in Malaysia is not allow
promoting alcohol in printed media or broadcasts media. In Malaysia, Absolut Vodka successful
attracts people and drinker with advertising style that catch people eyes and heart. New taste or
new designing bottles which available in Malaysia will be advertising or held event to expose to
people. Advertisements are clear and trendy with not targeting on drinker but more on new
released product.
Absolut vodka involve in social media campaign to promote their sales using a one day
event in a way of threw a party that usually open for people to sign up and join the event.
Through social media campaign, Absolut is believed can attract more people in Malaysia get to
know Absolut more deeply or change their previously view that Absolut is just only for drink and
drunk but the art of Absolut culture and trendiness. In addition, frequently held these kinds of
campaigns are able to keep the customer retention as they will always alert and keep on eyes
what the new release and recent activities. Beneficially, the event such as “Absolut Vodka Rock
Edition”, “Absolut Love” and coming more events may let all the absolute lover get together
closer and talk everything about their experience of Absolut Vodka.
Absolut Vodka enhance their marketing strategy by using online media to stimulate
brand grows among Malaysian. Malaysia Absolut Vodka official website (www.absolut.com/my)
is launch to build a community of consumers and it acts as a database through which exclusive
invites are sent out to all customers for major events. Besides that, the website contains a lot of
information about Absolut Vodka that very interesting and updated. Absolut also using the
Facebook page as a way of provides information or latest event to customers.
In conclusion, Absolut Vodka nowadays is successful and hardly ignores its
attractiveness by Malaysian. Absolut Vodka represents a trend among drinker and collectors in
Malaysia. It believes have a great opportunity to expand Absolut Vodka’s impact widely to
Malaysian in the future by using effective strategies.
References15 | P a g e
Alcohol Advertising and Marketing with Basic facts: In Malaysia. (2007). Retrieved Oct 5, 2010, from WordPress.com: http://alcobevgs.wordpress.com/
Sweden's Culture. (2008). Retrieved Oct 1, 2010, from Geographia: http://www.geographia.com/sweden/culture.html
About Absolut. (2010). Retrieved Sept 25, 2010, from Absolut Ad: http://www.absolutad.com/absolut_about/history/story/
Absolut Vodka. (2010). Retrieved Sept 25, 2010, from Wikipedia: http://en.wikipedia.org/wiki/Absolut_Vodka
Background Note: Sweden. (2010). Retrieved Sept 25, 2010, from U.S Department of State: http://www.state.gov/r/pa/ei/bgn/2880.htm#people
Culture of Sweden. (2010, Aug 20). Retrieved Sept 28, 2010, from Wikipedia: http://en.wikipedia.org/wiki/Culture_of_Sweden
Europe - Scandinavia. (2010). Retrieved Sept 25, 2010, from dogsledding-adventures: http://www.dogsledding-adventures.com/About/Sweden.htm
General Information on Sweden. (2010). Retrieved Sept 28, 2010, from World Health Organization: http://www.searo.who.int/en/Section1243/Section1374/Section1426_5844.htm
History of Sweden. (2010, Oct 5). Retrieved Oct 6, 2010, from Wikipedia: http://en.wikipedia.org/wiki/History_of_Sweden
V&S Group. (2010). Retrieved Sept 25, 2010, from Wikipedia: http://en.wikipedia.org/wiki/V%26S_Group
Mapes, T. (2010). Weather in Sweden: Temperatures, Weather & Climate. Retrieved Sept 25, 2010, from About.com: http://goscandinavia.about.com/od/swede1/ss/weathersweden.htm
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Supporting Details
1. This video link show an Absolut Vodka event titled “In an Absolut World, Every Night is a Masquerade” that successful launched at Malaysia feature the new release Absolut Vodka which the outer layer bottle is glittering in a red sequin jacket. (http://vimeo.com/groups/3380/videos/14900005)
2.
In an ABSOLUT World, Every Night is a Masquerade
IN AN ABSOLUT WORLD YOU CAN TURN AN ORDINARY NIGHT INTO GLAMAROUS MASQUERADEIN
ABSOLUT unveils a new stylish Gift Pack to kick-start 2009 with a Bang
Kuala Lumpur, 13 March 2009 – Tantalizing escapades to bedazzle the senses and swathes of ingénue to the soundtrack of pulsating beats illuminated Kuala Lumpur’s ABSOLUT launched its stylish new Gift Pack at the ‘In an ABSOLUT World, Every Night is a Masquerade’ Launch Party at the Lodge Hotel tonight.
Exclusive guests & celebrities were treated to an unforgettable night of revelry and expression, along with a chance to win some fabulous prizes in various fun activities throughout the night. Dressed to impress, the Lodge Hotel was transformed into a whimsical but lavish playground to evoke a ‘masquerade-themed’ party in a quirky, creative, unique, and fun manner that celebrates the spirit and splendour of ABSOLUT Vodka - a place where the surreal, magical and oddball all come out to play.
Replete with interactive art installations, live entertainment, and avant-garde period music the hotel was divided into specific zones which encapsulated offbeat themes which provided guests the canvas in which to immerse their fantasies and indulge their individuality:(http://fhmmalaysia.blogspot.com/2009_03_01_archive.html)
3. An article from marketing website had noted that launched of Absolut Vodka events marketed via online, print, and event marketing style can really attract customers and induce cooperation in brand grow in Malaysia. (http://www.marketing-interactive.com/news/20191 )