absolute case study
TRANSCRIPT
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Absolut India
Key Concerns
Competitive Scenario
Late entrant into the Indian market
Highly Expensive and Low Accessibility
Available only in Duty Free and 5 Star bars
Restriction on Advertising and Promotions
Low product desirability in the Indian market
White Spirits have only 5% market share in the
Indian market
Entry Strategy PR
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Our Objectives
Introducing & generating sustained visibility for ABSOLUT
brands available at the Duty Free Shops / Hotels &
Restaurants
Move towards establishing top of the mind recall for the
ABSOLUT brand around the launch of these brands in the
country
To establish credibility behind Kyndal India
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The Pre-Launch
Corporate Announcement
To announce intention of Absolut to foray into India
Leverage visits of top-brass
Corporate stories to establish credibility of Kyndal India
Absolut Mulit.
Sneak preview of Mulit Teaser & The Making of the Mulit
To establish Indian connection through Bollywood
Highlight Absolut Differentiation
Build up to Premier of Mulit at the Launch
Media Interactions with Mulit Star Cast
Absolut Akademi.
Tasting Session of Absolut
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The Training Sessions wereheld in association withleading Bars and Hotels
across Delhi & Mumbai
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The Launch
Press meet with select media for the formal announcement
Create visibility for visit of Global Head
Corporate BUZZ for Absolut
Absolut Global Party of the Year
Perizaad Zorabian Host of the Party
Premier of Mulit & Branding opportunities
Celebrity Bartender
India centric Cocktails
Absolut Mulit Cocktail Lounge
Celebrity hair-dresser Sylvie
Exclusive dinner party co-hosted with the Swedish ambassador
Reach out to Bureaucratic Community in Delhi
Highlight significance of Absolut : Swedens legendary brand
Differentiation
Interactive Salsa Performance
Absolut captured in Ice
Celebrity Bar-man
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The Press Conference
V&S Absolut Spirit PresidentBengt Baron and Kyndal India
Director Siddharth Bannerji at theofficial announcement on
ABSOLUTs entry into the Indianspirits market
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Announcing The Launch
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Electronic Media Coverage
Introducing ABSOLUT to India
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Global Party of the Year
Absolut to change the Indian Party Scenario
Branding:
Created a special wall with Absolut Advertisements
Sculptures of Absolut Bottles
Special Display of Absolut Bottles
Unique Pegs:
Premier of Mulit
Perizaad Zorabian Host of the Party
Celebrity Bartender India centric Cocktails
Specialty Brand FocusPerizaad sports a Mulit hairdo
Extensive brief to stars about Absolut
Global Party of the Year
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ABSOLUT MULIT COCKTAIL LOUNGE
Indias leadinghairstylist,
Sylvie giving amakeover to
modelsrandomly
selected fromthe audience
Paper accessory designer,Vrinda Gokhaleglamorizes models withaccessories inspired by
the ABSOLUT bottle shape
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ABSOLUT MULIT COCKTAIL LOUNGE
Cheers!:Siddharth
Banerji raises atoast to the
Mulit CocktailLounge in Delhi
Models raise atoast to
ABSOLUTBollywood andABSOLUT DelhiCocktails after
the makeover
Show Stoppers Nikitaand Aishwarya donAbsolut Fashion
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ABSOLUT MULIT COCKTAIL LOUNGE
Jan Toreheim, BrandAmbassador, ABSOLUT
with Indi-pop singer,Shibani Kashyap
Punjabi pop singer,Shankar Sawhney shares a
light moment withhairstylist, Sylvie
Mohit Chauhan, lead singerof Silk Route group with
punjabi pop-singer,
Shankar Sawhney
Close Encounters: Punjabipop-singer, Mika with Indi-pop singer, ShibaniKashyap
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Exclusive Dinner Party
ABSOLUT caught in ice
The ABSOLUT Salsa
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The Absolut Dinner Party
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Where Are We Today
Brand recognised as a premium vodka
Strong linkages to fashion and lifestyle
Links to global lineage are being established
The bottle