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marketing communication based on video
Pages 12 (3012 words)
Marketing communication 1.0 Brief Company Overview As of August 22, 2011, the Bloomberg Business week website noted that The Absolut Spirits Company, Inc., headquartered in New York was founded in 2001 and functions as an importer and distributor for vodka and gin in the United States.
1.1 Nature of the business Absolut is a business entity which was originated as a brain child of Lars Olsson Smith, the king of Vodka. The Absolut organization exists to provide the best quality vodka in the world. Today it is one of the leading brands of Vodka. The originators suggest that the main ingredient required to produce Absolut is a grain grown in Ahus, in Southern Sweden. The producers have coined a “one source concept”. It is this one source concept that the manufacturers believe causes Absolut vodka to be absolute. The Absolut website states that it is made of only natural ingredients, namely, winter wheat and water. Absolut is viewed as a perfect unit in that its bottle, its taste and its price combine to form one package. Over the years Absolut has added many flavors to its original and premium product. Flavors include Peppar, Citron, Mandarin, Rasberri, Vanilla, Kurant and Pears. Absolut on their website proposes that their Mandarin and Orange are two of the most popular flavors in the world. 1.2 The brand’s origins and its background The brand Absolut was established since 1889 when Lars Olsson Smith registered the brand name and began to revolutionize the manner in which vodka was made. By 1979, it was imperative for Absolut to begin to export to countries around the world in order to survive. ...
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