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Marketing Practices & Implementation
Submission in Term II
Abhijeet Singh (12PGHR01)
Ajay Yashwanth Ronanki (12PGHR09)
Naman Goel (12PGHR36)
Parul Jain (12PGHR39)
Prateek Singhal (12PGHR41)
Sathya S (12PGHR62)
The Company & the Product
Our product of study is Absolut Vodka manufactured by V&S Group (Pernod Ricard). It is a brand of vodka produced near Ahus, Skane, in southern Sweden. The French group Pernod Ricard bought Absolut for an amount of 5.63 billion euros in 2008 from the Swedish state.
Absolut is the third largest brand of alcoholic spirits in the world after Bacardi and Smirnoff and is sold in 126 countries.
The Absolut story began long before the introduction of vodka on American market and can be read on every Absolut bottle: "This superb vodka was distilled from grain grown in the rich fields of southern Sweden.
It has been produced at the famous old distilleries near ÃÂ hus in accordance with more than 400 years of Swedish tradition. Vodka has been sold under the name ABSOLUT since 1879." In 1878, Olsson Smith registered a trademark under the name of "Absolut Rent BrÃÂ¤nnvin", meaning "Absolutely pure vodka". With this product, Swedish entrepreneur introduced a revolutionary way of distilling vodka: a continuous distillation process which produces superior product. Absolut is still distilled with this method, though it has been further improved. First exported from Sweden in 1979, in 1985 Absolut ranked first among imported vodkas in the United States. Today, Absolut ranks third largest spirit brand around the world and is virtually available in 126 markets. Being premier global brand, Absolut has the pre-eminent growth share in the category of premium vodka. In 2003, shipments to the United States increased 7.7% to reach 72.9 million litres. Its sales growth...