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
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Executive Summary
Absolut Vodka is one of the most well-known Vodka in the world. Absolut vodka
is based and made exclusively in the country of Sweden using the special methods develop by
Lars Olsson Smith also known as the king of Vodka. V&S Absolut Spirits is the company who is
responsible in managing and distributing their main product the Absolut Vodka. But after 2008,
the Sweden government sold the company to the world largest producers of spirits based in
French, Pernod Ricard. From there on, Absolut Vodka is now being managed and distribute by
Pernod Ricard worldwide.
Absolut Vodka is as special as the country its origin from which is unique in its own way
and rich in history and cultures. Starting from the earlier history until the modern era, Sweden is
not really the country of where vodka should origin from. But the country proves the whole world
wrong by successfully market their biggest product which is the Absolut Vodka. Key to the
success might be contributed by the Geographical setting of the country. The climate and
topography which is suitable to grow the perfect winter wheat and also the deep water well to
supply top quality water in order to create the only Absolut Vodka. Location also play a major
part where Ahus the city in which the distillery factory located at.
Even thou Absolut Vodka do have a bad start with the government of Sweden in the
early years, but Lars Olsson Smith manages to turn things around to make his product succeed.
Sweden has a multi-party system with numerous political parties that must work with each other
to maintain stability. Currently Sweden had a quite stable system of government, which
indications the country runs really well both internally and externally which is also backup by the
sophisticated legal systems runs in the heart of Sweden judiciary system.
Sweden is the countries that have several religions spreading into the land of swedes.
Which is also has the history between the pagans and Christian. Swedish society including
Christianity, Muslim, Judaism and also Catholicism. Religion in Sweden today, implies that
Sweden people are open or has the freedom to choose their religions. Other than that, Sweden
also very famous for their culture and art, most of the art are more focused on purgatory, the
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devil, Jesus Christ and Virgin Mary. Not to forget the Music and Theater in Sweden also plays
an important role for what Sweden is famous for.
The swedes are very rich in their lifestyle, ranging from simple to the most delightful
cuisine, and also known for its international tennis stars. Sweden are also very 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. The swedes had something in common with the Russian; the
swedes are also very fond to drinking vodka like the Russian vodka is the important alcohol
beverages in Sweden. Which is not surprisingly because this is where the well-known Absolut
Vodka are born.
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I. INTRODUCTION
The Company
V&S Absolut Spirits Short Profile
V&S Absolut Spirits is the company who is in charge for the production and marketing of
ABSOLUT VODKA worldwide. Founded in 1917, V&S Absolut Spirits is one of the three Divided
V&S Vin & Sprit AB group which handles a different type of product. ABSOLUT VODKA is the
world’s fourth largest premium spirits brand and is well known worldwide. Every bottle of
ABSOLUT VODKA is produced in Åhus in southern Sweden. V&S Absolut Spirits head office is
located in the capital city of Sweden, Stockholm. The company size is range from 500
employees and operates in more than 150 markets. The company is led by Anders Narvinger as
the Chairman and Bengt Baron as CEO. Sweden Government decided to sell V&S Group to
Pernod Ricard and the closing of the deal was July 24, 2008. Now the company is currently
owned by Pernod Ricard Holding Company.
Pernod Ricard Short Profile
Pernod Ricard founded in 1975 is one of the world largest producers of spirits based in
French. In 2008 the company added the popular Absolut Vodka brand into their holdings after
they acquired the Sweden’s V&S Group. Pernod Ricard head office is located in Paris, France.
The company size range from 18,975 employees led by Patrick Ricard as the chairman and
Pierre Pringuet as CEO.
The Product
ABSOLUT VODKA
Lars Olsson Smith, famous entrepreneur and also known as the father of Absolut Vodka
establish Absolut Vodka in 1879. Following the up and down of the product, Absolut is now the
third largest brand of alcoholic spirits in the world and sold in 126 countries. Absolut Vodka is
made in Åhus in southern Sweden, which are made solely from grain using a special method of
distillation. Absolut Vodka is available in many varieties that are flavored such as Absolut Citron
which is lemon flavored vodka and also unflavored vodka but using a different name to promote
certain event such as the Absolut COLORS Limited edition for celebrating 30th anniversary of
the Rainbow flag. Absolut Vodka is popular with its award winning Marketing Campaign that is
centered upon the distinctive shape of the Absolut bottle, which appears in some other form or
another. The company has produced as much as 1500 different advert since 1980.
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II. SWEDEN BRIEF HISTORY
As for Sweden earlier history, Sweden is famous for their Viking which people already
set their mind that the Vikings are robbers and raiders. But the Vikings that people roughly think
about, is not what they think they really are, the Vikings of what it is now Sweden had a much
more lasting impact on history as traders and as founders of some of the great cities of
medieval Russia. After a centuries of power and success, the trade empire of the Vikings slowly
decline.
Skip to the era of modern Sweden. An elaborate structure of welfare legislation, imitated
by many larger nations, that began with the establishment of old-age pensions in 1911. Sweden
neutralist policy had made prosperity in their Economics, together with Norway, to pioneer in
public health, housing, and job security programs. Forty-four years of Socialist government
ended in 1976 with the election of a Conservative coalition headed by Thorbjörn Fälldin. The
Socialists were returned to power in the election of 1982, but Prime Minister Olof Palme, a
Socialist, was assassinated by a gunman on 28 February, 1986. Palme's Socialist domestic
policies were carried out by his successor, Ingvar Carlsson. Elections in September, 1991
overthrown the Social Democrats (Socialists) from power. The new union of four conservative
parties pledged to reduce taxes and the welfare state but did not alter Sweden's traditional
neutrality. In September, 1994 the Social Democrats emerged again after three years as the
opposition party.
In a 1994 referendum voters approved joining the European Union. Although supportive
of a European monetary union, Sweden decided not to adopt the euro when it debuted in 1999
and rejected it again after voters decided not to adopt the Euro as the country's official currency.
The Social Democrat Party and its leader, Prime Minister Göran Persson, easily won
reelection in September 2002. The center-left Social Democrats had run the government for six
out of the last seven decades. That changed when a center-right alliance led by conservative
Fredrik Reinfeldt, leader of the Moderate Party, won the election in September, 2006.
III. GEOGRAPHICAL SETTING5 | P a g e
Location
Sweden is located northern of Europe, bordering the Baltic Sea, Gulf of Bothnia, Kattegat,
and Skagerrak, between Finland and Norway. Stockholm is the capital city of Sweden.
Climate
Sweden is believed to have a higher temperature than its northerly latitude because of the
sea influence, particularly the warm North Atlantic Drift and the prevailing westerly airstreams.
There is a big difference of climate between the northern and southern of Sweden. Which the
north has a winter of more than seven months and a summer of less than three, while Skane in
the south has a winter of about two months and a summer of more than four. The maximum
rainfall occurs in late summer, and the minimum in early spring. There is considerable snowfall,
and in the north snow remains on the ground for about half the year.
Topography
Sweden's area of land consists of high mountains in the northwest, while on the east are
limited by a plateau that slopes down to lowlands and plains in the east and south. There are
rivers flows southeast from the mountains to the Gulf of Bothnia. One-seventh of Sweden is
above the Arctic Circle, where daylight is continuous for about two months in the summer and
darkness is continuous for about two months in the winter. The primary natural resources are
the forests, which cover about two-thirds of the country. Most of Sweden’s cultivated land is in
the south which is also where Stockholm is located. Sweden has large deposits of iron and
other minerals and an estimated 15 percent of the world's uranium deposits. Alpine and arctic
vegetation prevail in the north and at higher altitudes. In the south, deciduous trees, including
oak and beech, can be found.
IV. SOCIAL INSTITUTIONS
Education in Sweden
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Education in Sweden is mandatory for all children aged 6 to 16. The school
year in Sweden runs from mid or late August to early or mid-June. The Christmas holiday from
mid-December to early January divides the Swedish school year into two terms. Both upper
secondary school and university studies are financed by taxes. Some Swedes go straight to
work after secondary school.
Primary and Secondary Schools
Sweden educational system is based on a nine year primary school with mandatory
attendance. Comes with Secondary school, or called gymnasieskola, lasts for three years which
is divided in two instances where you either prepare for higher or receive vocational education.
However, some students study for four or more years for various reasons. To attend secondary
school, the prospective student applies to attend a certain programmed at a certain school,
competing for entrance based upon her/his elementary school grades.
Higher education
After gymnasieskola, students can apply to a university in order to receive a tertiary
education. To being accepted to a higher education programmed in Sweden, all applicants must
demonstrate a minimum proficiency in Swedish and English. Exchange students may have
different language requirements. General academic degrees are offered to attract students on a
regional basis. Besides general academic degrees, the higher education system in Sweden also
provides a number of professional and vocational degrees in fields such as engineering, law
and medicine. Higher education is free of charge, both for Swedes and for foreigners. On 1 July
2007, higher education became divided into three levels, basic level (a student must complete
an education at the gymnasieskola level or its equivalent), advanced level (student must have
obtained a 3-year Swedish degree at the basic level or a corresponding degree from another
country or some corresponding qualification), and graduate level (student must have obtained a
Swedish degree at the advanced level or completed at least 4 years of full-time study with at
least one year at the advanced level or a corresponding degree from another country or
equivalent knowledge).
Swedish System of Government
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Sweden is a parliamentary democracy. Constitution declares that all public power in
Sweden proceeds from the people and that the Sweden parliament or called Riksdag is the
foremost representative the people. Government ruled the country which accountable to the
parliament.
Political parties
Sweden has a multi-party system with numerous political parties, in which no one party
often has a chance of gaining power alone, and parties must work with each other to
form coalition governments.
There has two types of political parties at Sweden which it is Minor Parties
Aktivdemokrati (Direct democratic party) Centre Democrats (Centrumdemokraterna) Classical
Liberal Party, (Klassiskt Liberala Partiet), and Local Parties which is Alternative (Alternativet),
Alvesta Alternative (Alvesta Alternativet), Axel Ingmar's List - Avesta Party, (Axel Ingmars Lista -
Avestapartiet), Berg Party (Bergspartiet), Bergas Bästa - partipolitiskt obunden lista, Bopartiet,
Botkyrkapartiet.
V. LEGAL SYSTEMS
The Sweden legal system has its connection in the continental legal tradition with its
dependence on statutory law. A comprehensive Swedish code was enacted in 1734. This code
is called The Code of 1734 and it’s divided into a few sections which are The Book of Marriage,
The Book on Parents, The Book on Inheritance, The Book on Land, The Book on Building, The
Book on Commerce, The Book on is only as a Crimes, The Book on Judicial Procedure, and
The Book on execution of Judgements.
However this code is only as a reference to run the judiciary system in Sweden. The
organizational structure of the judiciary in Sweden is divided into two parts, Administrative and
Adjudicative. The National Courts Administration which also called DOMSTOLSVERKET-DV is
a Swedish central administrative agency operates as a service agency of the judiciary. The
National Courts Administration is also a Sweden central administrative agency reporting to the
Government and operates as a service organization. The National Courts Administration is
headed by a Director General and a Board, who are appointed by the Government. The Board
comprises ten members, with representatives of courts and other authorities together with
representatives of the Riksdag (Swedish Parliament).
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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.
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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 )
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Appendix
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Some of the creative Advertisement by Absolut, which is centered upon the distinctive shape of
the Absolut bottle.
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