Complete Case #9, Absolut Vodka, beginning on page 9-1 in the back of the textbook and fully answer the following questions:
How do you explain the success of Absolut’s campaign in terms of attitudes and consumer behavior? Explain the “big idea” behind the Absolut campaign.
How can Absolut justify such expensive advertising production?
What do you think of the “gift idea” tag line on the advertisements?
Is Absolut’s positioning changing? If so, how will this be reflected in the advertising messages and media selection?
What are the broad social and economic implications of Absolut’s campaign and positioning? (6 hours) (W1.1 – W6.3).
Book: Strategic Management: Planning for Domestic and Global Competition, 14th edition
Author(s): Pearce, John A. & Robinson, Richard B.
Publisher: McGraw Hill
ISBN: 9780077862510