Abs.vdk

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Bordeaux, January 17th and 18th

PERNOD RICARD SWEDENIntervention M2 WINE - Bordeaux International Wine Institute

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-10-10.05: Introduction

-10.05-11.30: Company and brands presentation

-11.30-11.45: pause

-11.45-13: Inter-cultural management France-Sweden

-13-14: Lunch

-14-15.45: The Absolut case

-15.45-16.00: pause

-16-17.00: Trend Book 2012

Intervention M2 WINE - Bordeaux International Wine Institute

Agenda

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Intervention M2 WINE - Bordeaux International Wine Institute

Pernod Ricard Company presentation

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1805

1932

A little history

1975

5

2000

€1.8 Bn

SEAGRAM 2001

2003 FY 07/08ALLIED DOMECQ 2005

€3.4 Bn €6.6 Bn

VIN & SPRIT 2008

2008

€300 M €740 M €1,520 M

+ =

PR globalCo-leader

FY 09/10

€7.1 Bn

€1,795 M

Three ‘Big Bangs’ in less than 8 years

** Operating profit W&S* W&S sales

NET SALES* (€Bn):

PROFIT** (M€):

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104

93

3530 30

Volume of spirits: in millions of 9-litre cases (1)

Co-leader in the spirit category

Western Style Spirits – Ranking among International groups

16 17 7 7 5 N° of Top 100 brands

(2) Source : Impact published in 2010(1) Source : PR Market View, based on IWSR data ending 2009 – “Western Style spirits” excluding RTD, wines, wine-based aperitifs & agencies brands. – Ranking among international groups. PR portfolio at 30/06/10.

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Volume of champagnes

Source: PR Market View, based on IWSR data ending 2009. Champagne

n°4 in the champagne category

4.0

1.61.4

0.8 0.7 0.6

Volume of champagnes: in millions of 9-litre cases

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58

3734

22

1612

Volume of branded quality wines > US$3

n°4 in the wine category

Volume of wines: in millions of 9-litre cases

Source: PR Market View, based on IWSR data ending 2009 – Branded bottled still wine (brands priced > US$ 3) & sparkling wine (brands priced > US$ 5). Ranking among international groups. Pernod Ricard Portfolio at 31/12/09

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Differences & similarities in French & Swedish business culture

Intervention M2 WINE - Bordeaux International Wine Institute

Inter-cultural management

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European Business case by Colin Moon:

What if your boss ask you what you think about his opinion and if you totally disagree?

“I don’t agree”

“That’s an interesting idea”

“Yes, I agree”

“________”

“Let’s arrange another meeting”

FRENCH - SWEDISH MANAGEMENT, SOME THOUGHTS…

French and Swedish way to handle:

• Time:⌐ Linear vs cyclical ⌐ Work –life balance

• Hierarchy⌐ Decision process⌐ The role of the boss⌐ Power distance

• Conflict

French and Swedish way to handle time

Germany Sweden/Norge DK Czech R. France Turkey

1 - 2 - 3 - 4 - 5 - 6 - 7 - 8 - 9 - 10

Time is concrete/limited Time is elastic/plentiful

Inflexible schedules/deadlines Flexible schedules/deadlinesAble to predict/forecast Believe in fateOne task at a time Multiple tasks at a timeChanges/deviations unwelcome Changes/modifications unavoidable

___Linear time___ ____Cyclical time______

French and Swedish way to handle time-work-life balance

“The Swede is very keen to find that comfortable work-life balance. Work is OK as long as it doesn’t interfere too much with his free time”

Colin Moon “the secret file”

French and Swedish way of handling hierarchy-

Decision process

French and Swedish way of handling hierarchy-Decision process

“As a Swede sees it, it is better to debate a question without settling it than to settle a question without debating it” …

…”then they compromise. The word compromise is music to a Swede’s ears”

Colin Moon “the secret file”

French and Swedish way of handling hierarchy-Role of the boss

Should the boss have all the answers?

Japan 78%Russia 74%China 73%Ukraine 72%France 61%Estonia 46%

Netherlands 38%Finland 24%Denmark 23%Norway 16%Sweden 7%

Source: Time Magazine

French and Swedish way of handling hierarchy-power distance

Sweden Finland Italy Spain France Russia

1 - 2 - 3 - 4 - 5 - 6 - 7 - 8 - 9 - 10

Responsibility delegated to many Power in the hands of a few Boss can be questioned Boss’s word is final Boss - consultative democrat Boss- authoritarian/caring father Leadership by communication/motivation Leadership by personality/charisma

Low power distance High power distance

French and Swedish way of handling conflict

French and Swedish way of handling conflict

“Being neutral and avoiders of conflict, the Swedes are careful not to express an opinion. This may lead to heated discussion, which Swedes consider hysterical behavior ”

Colin Moon “the secret file

Conclusion: the best off

« If God had been a Swede there wouldn’t have been the ten

Commandments but the Ten proposals, to be discussed in

small groups at the next kick-off with Moses the team leader”

Colin Moon

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Absolut Vodka

- Discussion: What does Absolut vodka brand stand for you?

- Video - Brand presentation

Intervention M2 WINE - Bordeaux International Wine Institute

The Absolut Case

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Absolut Vodka

Intervention M2 WINE - Bordeaux International Wine Institute

The Absolut Case

Qual i t y

Cr eat i v i t y

Per f ect i on

1979

mor e t han1 2 0 0 a d s

The Ki ng of VODKAL. O . S m i th

1879In t r o d u c e c o n t i n u o u s Di s t i l l a t i o n

Absolut rent brännvin = Absolutely pure vodkaRegistered the trademark ABSOLUT

absol ut vodkaO n e S o u r c e

The chal l enge on t he home mar ketBe i n g b o l d , e d g y a n d c r e a t i v e

Absol ut sveaA u n i q u e b o t t l e f o r S w e d e n

Absol ut GREYHOUNDS w e d i s h Ho u s e Ma f i a

2. EXPERIENCE

Sharability

1. ANTICIPATION

Promotion 3. Maintain ENGAGEMENT

Pre-summer

RSVP

Contest

Greyhound event tour

Contest

Build FB fanbase

June 26th

First Greyhound event

Mid August

Pride

Greyhound finaleTVC

Early June VIP Greyhound areas

at Summerburst for on-trade accounts

only

Post-event

Contest winner announcement

ATL

Facebook Hub

Timings

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SUMMER

TOUR

RSVP

LOCAL Contest

Summer tour tab

Need to RSVP to win tickets to

Greyhound events

Additional content (if relevant)

•remixes of local djs•pictures of events (if

legally possible)

Local contest linked to app

Remix Greyhound and become the

warm-up dj at the next Greyhound

event

Remix Greyhound and win a trip to Ibiza with SHM

Landing page is local page ! (to comply with LEGAL)

either local remix app (on rmx console) either Summer tour RSVp tab

Global facebook pageAnticipation: Concentrated on Facebook

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ABSOLUT GREYHOUND Online

Spotify - Page

A content hub within Spotify, where Absolut could distribute exclusive content and engage with consumers whilst they are listening music. The possibilities of creating meaningful and deep interaction are endless on an Advertiser Page; you can publish video, music, tour dates, competitions, you name it. It is an HTML5 environment which is entirely dynamic.

Promote and drive traffic to the Advertiser Page via advertising on Spotify, via Absolut's and SHM's fan base on Facebook, as well as via other communication.

Selected content highlights may also be distributed through ad formats on Spotify. Target according to target group interest and age, +25.

Recommended budget: 300.000 SEK

Period: 1 month (August)

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ABSOLUT GREYHOUND Online

Facebook

Mass medium with a high traffic driving value Targeted according to target group interest and age, +25.Opportunity to create engagement and interaction. Use as a active medium allowing the fans to interact with the brand.

Recommended budget: 150.000sek

Period: 3 months (August, Sept, Oct)

We can drive 4000 users/month

Absolut US

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Search Sponsored Links

Using the right keywords with the right message and bidding the correct price to maximize positioning, click-through, and conversion.

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EVENTGr e y h o u n d S u m m e r To u r

• Famous and cutting edge local Dj• Dj booth in chrome with pink typing/logo• LED screens behind the dj displaying the

Greyhound music video• Displaying pink grape fruits on chrome trays

and bowls• A large replica of robot greyhound• Lighting: strobe, pink washes

An overall manner with a high energy nightclub feel, and colours Pink Grape, Black/White, Metallic/Chrome and Sky blue

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EVENTGr e y h o u n d S u m m e r To u r

• Hand out metallic/chrome venetian masquerade masks to all guests

• Photo-opp wall for arriving guests • Drink tickets in chrome and pink/sky blue• Venue staff dressed according to the Greyhound

music video

QR code on drink menus, posters, tickets etc. with call to action:

’Make your own remix’ and ’See your party images’

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TVC

Gr e y h o u n d S w e d i s h h o u s e Ma f i a

http://www.youtube.com/watch?v=CmlRK8Da6GE

TVC: objective: recruit young adults

Summary

Total TRP’s 298 Objective: 227 TRP’s

Likeability score 3,50 vs benchmark* score of 3,16 (scale 1-5, 1 ”do not like” and 5 “excellent”)

Sum positive/negative charge of the listed words: 183 vs benchmark* 117

Overall opinion: 98% having an opinion with the arguments Good, Modern/futuristic

Strengths TVC: 81% positive and 11% nothing. Music

Weaknesses TVC: 35% negative and 57% nothing. Presentation of the product

Conclusion and recommendation

The Greyhound TVC has an observation level that is below expected on observation in the A20-39 target BUT in the younger audience the results show expected observation levels. Liking scores are well above general benchmarks for A20-39.

We are observing the desired responses: “it’s cool to drink ABSOLUT” and “the ad makes me more positive towards the brand” in the primary target audience

The Greyhound execution is appealing to a very young target audience, in line with objectives. The spill over effects to broader audiences is though limited and that needs to be taken in to account when communicating with such a narrow target audience through TV.

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EVENTS w e d i s h Ho u s e Ma f i a c o n c e r t

absol ut

ABSOLUT ELYX was inspired by the same passion for transcending conventions.ABSOLUT ELYX is handcrafted and copper distilled for a natural pure taste. A product of real substance, introducing a new vision

on vodka making.

ABSOLUT ELYX

Do i n g th i n g s d i f f e r e n t l y

I nt r oduci ng absol ut el yx

Absol ut El yx is a new vision on vodka making from Absol ut . Absol ut El yx is made from 100% natural ingredients.

It is a single batch vodka, made from a single harvest of single estate winter wheat. Every batch is traceable from seed to bottle. It is copper distilled for a natural pure taste in a hand-operated copper column still from 1929. Absol ut El yx is the culmination of hundreds of years of Swedish spirit and vodka-making tradition.

ABSOLUT ELYX

A n e w v i s i o n o n v o d k a m a k i n g

Nat ur al i ngr edi ent s

Single batch vodka, Absol ut El yx is made using a single year’s harvest of the highest quality Swedish winter wheat.This wheat comes from a single estate called Råbelöf, which has one of the finest soils for growing wheat in Sweden.The wheat grown at Råbelöf contains exactly the right amount of water and the perfect balance of starch and protein for producing the very highest quality vodka.

ABSOLUT ELYX

S i n g l e Es ta t e W h e a t

Copper di st i l l at i on

The time-honoured craft of distillation comes to the fore at the old Absol ut distillery in Åhus where the raw spirit is transformed into the finest expression of Swedish vodka: Absol ut el yx.Here everything is done by hand.

ABSOLUT ELYX

Fo r a n a tu r a l p u r e t a s t e

Copper di st i l l at i on

A unique, traditional single column continuous distillation unit stands in the heart of the old distillery: Column 51.Made entirely of copper, this vintage still dates back to 1929, although some parts are more than a century old.

ABSOLUT ELYX

Fo r a n a tu r a l p u r e t a s t e

Copper di st i l l at i on

The unique properties of the copper column still are responsible for the trademark natural pure taste of Absol ut el yx.Inside, the copper surfaces have a catalytic effect on some of the trace compounds in the spirit, resulting in a naturally pure vodka.The sensory impact is unmistakable. Copper catalyzation adds a highly prized and definitive silky texture as well as subtle savoury notes.

ABSOLUT ELYX

Fo r a n a tu r a l p u r e t a s t e

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Synthesis of most likely & impactful trends

Intervention M2 WINE - Bordeaux International Wine Institute

Trend Book 2012

Absol ut THANK YOU