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 plansùstrategies and tactics.
An assessment of the prospects for the marketing of Absolut brand vodka in France is important to the company that produces the productùVin & Spirit AB (V&S) of Swedenùbecause 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 EuropeùSeagram of Canadaùbecause Seagram only recently won those marketing rights from the long-time marketer for Absolut brand vodkaùGrand 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.
Absolut brand vodka is produced in Sweden by V&S AB (Hutheesing, 1994, p. 127). V&S, however, does not market the product. Rather, the producer of Absolut brand vodka contracts with other firms to market the product. Seagram, with global headquarters in Canada, currently holds the marketing rights for Absolut brand vodka in Europe, North America, and Africa.
The product consists of both straight vodka and flavored vodkas (Hollreiser, 1994, p. 32). A prime target market glo...