Analysis of Competitive Advantage in an Absolut World Essay

Currently the fourth largest spirit brand in the public, Absolut Vodka is a subsidiary of Pernod Ricard, the worlds co-leader in spirits and wines. (Top Ten reward Spirit Brands Worldwide 2007, 2007). Considerably juvenile in the commercialise, and then a part of V & S Vin and Sprit, Absolut started branding and exporting their premium blend of vodka a mere 30 years ago, in 1979, where in, began the start of the iconic Absolut brand. Hi taradiddle of AbsolutThough the performance and export of Absolut started in 1979, the start of the story goes aback a hundred years to 1879, when in Ahus, Sweden, a young man reard Lars Olsson Smith, also popularly know as the King of Vodka revolutionized the production and purification of Vodka by a process called Continuous Distillation. He called the Vodka make through this process Absolut rent Branvin which in Swedish pith absolutely pure Vodka (Lewis, 1996).Realizing the power of the come to Absolut he registered the brand trope in 18 79. A hundred years passed, as Absolut vodka continued to be refined and sold in Sweden, but by the late 1970s, it became demonstrable that in order to sustain the distillery, they had to export their vodka to improve sales. The American market were the biggest consumers of vodka in the western world, so it was natural that Absolut decided to start their journeying in America in 1979.In five short years, Absolut Vodka install itself being available in eighteen countries and by 1985, it was number whizz among imported vodkas being sold in the United States. (Absolut The Story, 2004) Production The one(a) Source Concept Lars Olsson Smith had transformed Swedish Vodka, which was traditionally crude since the invention of the continuous distillation process. Absolut has continued to produce vodka in this manner. This production of superior quality vodka involves the use of high quality raw materials.Absoluts concept of production is the One source concept, where in, all the raw m aterials rescue been obtained from the same, singular source. The raw material for Absolut, which is winter wheat, is cultivated in palm surrounding the small town of Ahus in southern Sweden. The water which is use comes from their own deep wells which they claim argon untouched by pollution and impurities, and the vodka is distilled, produced and packaged in the Absoluts Ahus distilleries. 50,000 bottles of Absolut that are produced everyday are shipped from the small Ahus Harbor, to consumers the world over.Every single bottle of vodka imprinted with the Absolut brand name comes from this one source, ensuring that Absolut Vodka tastes exactly the same wherever it is sold in the world (Absolut The Story, 2004). The Absolut Brand When V & S Vin & Sprit decided to export their brand of Vodka, they hire Gunnar Broman, a creative director from a Stockholm agency to serve up with the branding, packaging and marketing their product.After much deliberation on accomplishable packaging , they chose a bottle design that had been inspired by an old Swedish pharmacy bottle they found in an antique shop in Stockholm (Absolut The Story, 2004). As opposed to other alcohol liquor bottles that had dour necks and square shoulders, the Absolut bottle had a short neck and round shoulders.The team decided to have the label printed directly onto the bottle, which was a brilliant innovation, as it further established the quality and clarity of the product (Lewis, 1996) As discover by Giep and Moriarty (2009, p. 79), Thanks to its cylindrical simplicity and transparency, the Absolut bottle, though solid and heavy, is deluxe and utterly distinctive. With bold and colorful typography proclaiming the brand name and a brief story about the brand, these different and distinct features made the bottle stand out, and this is how the iconic Absolut bottle came to be. The Absolut bottle has been at the fountainhead of every single advertising and marketing campaign that the company h as lay out, and is, literally as well as figuratively the image of the brand.