Absolut Vodka

MARKETING ABSOLUT BRAND VODKA IN FRANCE

This research assesses the prospects for the marketing of Absolut brand vodka in France. The findings of this assessment are presented in the contexts of (1) market description, (2) market overview, (3) environmental analysis, (4) threats and opportunities, (5) future prospects, and (6) action plans strategies and tactics.

An assessment of the prospects for the marketing of Absolut brand vodka in France is important to the company that produces the product Vin & Spirit AB (V&S) of Sweden because the successful marketing of the product, for the most part, determines the financial success of the firm. Although France is not a huge market for vodka products, the country is viewed by V&S as an integral part of the larger European market that is crucial to the financial success of the company. As assessment of the prospects for the marketing of Absolut brand vodka in France is important to the company holding the marketing rights for Absolut brand vodka in Europe Seagram of Canada because Seagram only recently won those marketing rights from the long-time marketer for Absolut brand vodka Grand Metropolitan PLC of Britain. Seagram has acquired the marketing rights to Absolut brand vodka products in the United States, Canada, Europe, and Africa. It is highly important for the company to deliver an outstanding marketing performance to assure V&S that dumping Grand Metropolitan was a sound business decision.

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oldman, 1992, pp. 32-37). The preeminence of the reputation of Russian vodka represents a major marketing challenge for Absolut brand vodka's producers and marketers. The great bulk of alcoholic beverages in France are distributed through the retail grocery trade, which accounts for almost three-quarters of all sales of alcoholic beverages in the country (Spirits, 1994, pp. 33-78). Thus, the great majority of alcoholic beverages consumed in France are consumed in the home. Most of the remaining 25 percent of the sales of alcoholic beverages in France occur in hotels, restaurants, and cafes (Spirits, 1994, pp. 33-78). On a per capita basis, the French consume a greater quality of alcoholic beverages than do the people of any other nation (Holman, 1991, p. A10). Nevertheless, per capita consumption of alcoholic beverages in France has been in decline (Wine, 1992, pp. 65-98). The marketers of Absolut brand vodka in France must depend largely on sales of the product in hotel bars because most alcoholic beverages in France are consumed along with meals. Vodka, regardless of brand, is not recognized generally a good accompaniment for food. Article 58 of the Treaty of Rome (the action that formally constituted the European Commu

Category: Business - A