브랜드 관리-`앱솔루트 보드카` 마케팅 전략(영문)

브랜드 관리-`앱솔루트 보드카` 마케팅 전략(영문)

브랜드 관리-`앱솔루트 보드카` 마케팅 전략(영문).pptx

목차 1.Market Analysis 2.Strategy of Absolut 3.Brand Mantra 4.PRODUCT 5.PRICE 6.PROMOTION 7.DISTRIBUTION CHANNEL 본문 Sophisticated Innovation Introducing short-necked clear bottle Collaboration with the artists, designers and musicians Absolut campaign selected as one of the best 10 advertising campaigns of the 20th century Make it consistent with thebrand extension Perfect mixture of tastes makes it ‘the absolut one’ 본문내용 due to economic recession Consumers preferring mild drinks to strong shots From 2004 to 2009 - Cognac decrease by 43.8% - Scotch Whiskey decrease by 8.1% Market Analysis Vodka’s strength 2000 to 2009: increase by 17.48% per year Recent emergence of premium vodka market Vodka’s weakness Korean consumers yet showing strong preference in other types of drinks than vodka Need of less expensive than b