close

Analysis of Competitive Benefit in an ‘Absolut' World

 Analysis of Competitive Benefit in an Absolut’ World Composition

Analysis Of Competitive Edge In An ‘Absolut' World

A great Illustrated Survey

DESIGN you

ARTD 6058

Aleisha Pillai

MA Style: Design Management

----------------------------------

Winchester School of Art

College or university of Southampton

ABSTRACT

This illustrative record explores the first ‘Absolut' model of vodka. The fourth biggest brand name inside the liquor market, Absolut features managed to preserve their competitive advantage through areas just like innovation, design and style and logos. Using Porter's (1985) universal competitive benefits model, this report analyses and critically evaluates just how ‘Absolut' is using the Differentiation Strategy to be able to garner competitive advantage in the liquor and spirits industry.

CONTENTS

Afgjort – The Story………………………………………………………………………………………………. 4 Introduction………………………………………………………………………………………………………4 Good ‘Absolut'……………………………………………………………………………………………. 5 Production – The ‘One Source' Concept………………………………………………………………4 The Selvbestemmende Brand………………………………………………………………………………………………5

Competitive Advantage in the ‘Absolut' World…………………………………………………….. 6 Types of Competitive Advantage…………………………………………………………………………7 Differentiation Strategy…………………………………………………………………………………………7 Quality………………………………………………………………………………………………………………. 7 Product Innovation……………………………………………………………………………………………. 8 Design……………………………………………………………………………………………………………….. 9 Packaging Design……………………………………………………………………………………………. 9 Marketing & Advertisement Campaigns …………………………………………………………. 10 Manufacturer Value……………………………………………………………………………………………………. eleven

Conclusion……………………………………………………………………………………………………………. 12 Bibliography…………………………………………………………………………………………………………. 13

ABSOLUT – THE STORY

Introduction

Currently the next largest spirit brand in the world, Absolut Vodka is a additional of Pernod Ricard, the world's co-leader in mood and wine drinks. (Top Five Premium Spirit Brands Around the world 2007, 2007). Considerably youthful in the market, and then a part of ‘V & H Vin and Sprit', Uindskr?nket started branding and transferring their superior blend of vodka a mere 30 years ago, in 1979, where in, began the start of the iconic ‘Absolut' brand.

Great ‘Absolut'

Although production and export of Absolut started in 1979, the start of the story moves aback 100 years to 1879, once in Åhus, Sweden, a man named Lars Olsson Smith, also popularly understand as the ‘King of Vodka' changed distinguishly the production and purification of Vodka with a process known as ‘Continuous Distillation'. He called the Vodka made through this process ‘Absolut rent Bränvin' which in Swedish means totally pure Vodka (Lewis, 1996). Realizing the strength of the name ‘Absolut' this individual registered the rand name name in 1879. A hundred years handed, as Afgjort vodka continued to be refined and sold in Sweden, but by late 1970's, it became evident that to be able to sustain the distillery, that were there to export their vodka to improve revenue. The American market had been the biggest consumers of vodka in the western world, therefore it was organic that Afgjort decided to start their journey in America more than three decades ago. In five short years, Absolut Vodka found by itself being obtainable in eighteen countries and by 1985, it was primary among brought in vodkas for sale in the United States. (Absolut The Story, 2004)

Production – The ‘One Source' Strategy

Lars Olsson Smith got transformed Swedish Vodka, which was traditionally raw since the invention of the ongoing distillation process. Absolut features continued to create vodka in this way. This production of superior quality vodka involves the use of superior quality raw materials. Absolut's concept of production is the ‘One source' concept, where in, all the raw materials have been obtained from the same, novel source. The raw materials for Selvbestemmende, which is winter wheat, is usually cultivated in fields adjacent the small town of Åhus in the southern area of Sweden. Water which is used originates from their own deep...

Bibliography: COMPETITIVE ADVANTAGE IN THE ‘ABSOLUT' UNIVERSE

According to Armstrong (2006, p. 121), " just about every organizations confronts competition from the other organizations which make similar goods

Armstrong, M. (2006), A Handbook of Management Approaches, Revised 3rd ed., London: Kogan Page Ltd.

Giep, F. & Moriarty, S. (2009), The Science and Skill of Personalisation, New York: M. E Razor-sharp, Inc.

Gobé, M. (2001), Emotional Personalisation: The New paradigm for connecting Brands to People, Ny: Allworth Press.

Gobé, M. (2007), Brandjam: Humanizing brands through Emotional Design, New York: Allworth Press.

Haig, M. (2004), Company Royalty: How the World's top rated 100 brands Thrive & Survive, London: Kogan Web page Ltd.

Hollensen, S. (2007), Global Marketing: A Decision Focused Approach, 4th ed., Kent: Pearson education Limited.

Lewis, R. T. (1996), Uindskr?nket Book: The Absolut Vodka Advertising Tale, Boston: Journey Editions.

Mullman, J. (2007), Why Uindskr?nket said bye-bye to the jar; No longer a top-shelf manufacturer, giant abandons 'perfection ' campaign, Advertising and marketing Age, 28 May.

Porter, M. At the. (1985), Competitive Advantage: Creating and Sustaining Superior Overall performance, New York: The Free Press.

Rectanus, M. W. (2002), Culture Included: Museums, Designers and corporate Sponsors, Minneapolis: The University of Minnesota Press

Schmitt, W

Websites

Overall The Story [Online], 2004, V & S Vin & Sprit AB

Top Premium Nature Brands Worldwide 2007 [Online], 2007, V & S Vin & Sprit AB. Readily available: http://www.absolut.com/uk/About/Corporate-Information/Corporate-Information/, [ Seen: 10th November 2010]

Images

 Essay about Personality Theories

Essay about Personality Theories

Individuality Theories PSY/211 February eight, 2013 Randall Robertson Character Theories This kind of paper is going to compare the Psychodynamic Theory and the…...

Read
 Essay regarding Vegucated

Essay regarding Vegucated

RodriguezВ 1В IsabelВ RodriguezВ Mrs. В Wingert, В Mr. В HasseВ ASВ EnglishВ LanguageВ Arts, В ASВ AmericanВ HistoryВ FebruaryВ 23, В 2015В VegucatedВ " TheВ questionВ isВ notВ вЂ?canВ theyВ reason? 'В norВ вЂ?canВ theyВ talk? ', В butВ вЂ?canВ theyВ suffer? '” (PeterВ Singer)​ ThoughВ weВ haveВ practicedВ AnimalВ AgricultureВ forВ manyВ years, В itВ isВ noВ longerВ likeВ OldВ McDonald'sВ farm, В theВ oneВ weВ wereВ toldВ aboutВ asВ childrenВ­В ItВ hasВ nowВ grownВ toВ industrialВ factoryВ farmsВ thatВ massВ killВ animalsВ thatВ haveВ beenВ abusedВ toВ theВ pointВ ofВ neverВ reallyВ livingВ theirВ innocentВ livesВ­В justВ toВ putВ theВ hamburgerВ onВ yourВ plate. В OnlyВ 2%В­5%В ofВ theВ populationВ actsВ forВ this, В andВ thoseВ peopleВ areВ calledВ vegans.…...

Read