Plan de communication marketing international de Absolut Vodka

Étude de cas Marketing & marques Marketing produit

Date de publication :

06/02/2009

Langue :

Anglais

Format :

.doc

Nombre de pages :

7 pages

Niveau :

avancé

Consulté :

15 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Situational Analysis
1. The Marketing Mix : 4 Ps
2. Targeting and Positioning
3. SWOT analysis
Integrated marketing communication plan
1. Marketing objectives
2. Target Market
3. Communication objectives
4. Specific objectives
5. Positionning statement
6. Creative strategy
7. Média strategy
8. Média schedule
9. Measurement: monitoring and control

Résumé :

We decided to study absolut vodka which constitutes the third largest international spirit in the world and a premium vodka. absolut vodka is a Swedish brand belonging to the public group Vin & Spirit. It is very successful and famous for the quality of its vodka and also for its special positionning in the market, the differentiation. Thanks to very creative advertising campaigns, the marketers have succeeded in creating awareness that will lead to trial and then to a decision making purchase. What is more, in 2002, Forbes Magazine ranked absolut vodka the world's number one luxury brand.

absolut vodka is very famous for its marketing and advertising campaigns that have won over 350 awards over the years. As a creative brand with great trend-awareness, it always considers it fundamentally important to permanently update its image and awareness using cutting-edge communication channels. absolut vodka gets coverage in every medium but uses especially the ads : a picture of the bottle with a two or three word caption starting with the word "absolut" and often saying something complementary about the product. Furthermore, the brand takes great advantages of using the buzz marketing as a strategy to market its products (record player in the street, etc). All advertising campaigns are based on the development of a strong memorable identity for the brand through image advertising, an image that will appeal to product users.