Absolut Company SWOT

Topics: Alcoholic beverage, Vodka, Marketing Pages: 4 (699 words) Published: November 14, 2013
The Absolut Company
SWOT Analysis

Strengths

Supreme quality product image

Absolut Vodka is a high quality spirit, and it is positioned as one of the leading luxury brands in the world. With it’s witty, chic advertising and it’s unique production methodology, it has reached the top of mind of spirit consumers around the world. The brand image is closely connected to art and chicness.

Good price-quality ratio

Since Absolut positions itself as a luxury brand, it uses premium pricing strategy to support its claim for leadership in chic market. It’s high quality image and positioning allows the brand charge a high price for its product.

Globally acknowledged brand with strong recall and recognition

Through time, Absolut has had highly recognizable and consistent marketing campaigns. They maintain Innovative ads that appeal to emotional connection and customer loyalty. Absolut has the most exclusive and powerful advertising campaign of all spirits brands (increased the sale of Absolut Vodka by 14,900% over 15 years)

Distinct product packaging

Absolut’s packaging is recognizable everywhere. The style and package of the product differentiates it from all the other vodka producers around the world (the bottle shape was taken from classical Swedish medicine bottle, which was weird at the time since it differed from the standard vodka bottle shape.

Weaknesses

Environmentally harmful production

An up to date modern equipment supports Absolut’s unique distillation process. The product is distilled at least one hundred times.

Design of the product makes it hard to distinguish on-shelf

The transparent bottle without any paper labels makes it difficult to stand out on-shelf, with the variety of colors and designs portrayed by the competitors of the category.

Weak company’s position after reform of distribution channels

Seagram, one of the three importers of Absolut in the United States, went out of business. This has...
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