Contents

Executive Summary.....................................................................................................................2

I. INTRODUCTION........................................................................................................................4

II. SWEDEN BRIEF HISTORY......................................................................................................5

III. GEOGRAPHICAL SETTING....................................................................................................6

IV. SOCIAL INSTITUTIONS..........................................................................................................7

IV. LEGAL SYSTEMS...................................................................................................................8

VI. RELIGION AND ASTHETICS................................................................................................10

VII. LIVING CONDITION.............................................................................................................11

VIII. Language............................................................................................................................12

MARKETING MIX (4 P’s)............................................................................................................13

Analysis......................................................................................................................................14

References.................................................................................................................................16

Supporting Details.....................................................................................................................18

Appendix....................................................................................................................................19

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Executive Summary

Absolut Vodka is one of the most well-known Vodka in the world. Absolut vodka

is based and made exclusively in the country of Sweden using the special methods develop by

Lars Olsson Smith also known as the king of Vodka. V&S Absolut Spirits is the company who is

responsible in managing and distributing their main product the Absolut Vodka. But after 2008,

the Sweden government sold the company to the world largest producers of spirits based in

French, Pernod Ricard. From there on, Absolut Vodka is now being managed and distribute by

Pernod Ricard worldwide.

Absolut Vodka is as special as the country its origin from which is unique in its own way

and rich in history and cultures. Starting from the earlier history until the modern era, Sweden is

not really the country of where vodka should origin from. But the country proves the whole world

wrong by successfully market their biggest product which is the Absolut Vodka. Key to the

success might be contributed by the Geographical setting of the country. The climate and

topography which is suitable to grow the perfect winter wheat and also the deep water well to

supply top quality water in order to create the only Absolut Vodka. Location also play a major

part where Ahus the city in which the distillery factory located at.

Even thou Absolut Vodka do have a bad start with the government of Sweden in the

early years, but Lars Olsson Smith manages to turn things around to make his product succeed.

Sweden has a multi-party system with numerous political parties that must work with each other

to maintain stability. Currently Sweden had a quite stable system of government, which

indications the country runs really well both internally and externally which is also backup by the

sophisticated legal systems runs in the heart of Sweden judiciary system.

Sweden is the countries that have several religions spreading into the land of swedes.

Which is also has the history between the pagans and Christian. Swedish society including

Christianity, Muslim, Judaism and also Catholicism. Religion in Sweden today, implies that

Sweden people are open or has the freedom to choose their religions. Other than that, Sweden

also very famous for their culture and art, most of the art are more focused on purgatory, the

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devil, Jesus Christ and Virgin Mary. Not to forget the Music and Theater in Sweden also plays

an important role for what Sweden is famous for.

The swedes are very rich in their lifestyle, ranging from simple to the most delightful

cuisine, and also known for its international tennis stars. Sweden are also very popular in its

design and architecture with the help of their contribution to the act of activity in around period of

1930s which introduce the world that we are connect as much with modernism itself as with

Sweden and Scandinavia. The swedes had something in common with the Russian; the

swedes are also very fond to drinking vodka like the Russian vodka is the important alcohol

beverages in Sweden. Which is not surprisingly because this is where the well-known Absolut

Vodka are born.

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I. INTRODUCTION

The Company

V&S Absolut Spirits Short Profile

V&S Absolut Spirits is the company who is in charge for the production and marketing of

ABSOLUT VODKA worldwide. Founded in 1917, V&S Absolut Spirits is one of the three Divided

V&S Vin & Sprit AB group which handles a different type of product. ABSOLUT VODKA is the

world’s fourth largest premium spirits brand and is well known worldwide. Every bottle of

ABSOLUT VODKA is produced in Åhus in southern Sweden. V&S Absolut Spirits head office is

located in the capital city of Sweden, Stockholm. The company size is range from 500

employees and operates in more than 150 markets. The company is led by Anders Narvinger as

the Chairman and Bengt Baron as CEO. Sweden Government decided to sell V&S Group to

Pernod Ricard and the closing of the deal was July 24, 2008. Now the company is currently

owned by Pernod Ricard Holding Company.

Pernod Ricard Short Profile

Pernod Ricard founded in 1975 is one of the world largest producers of spirits based in

French. In 2008 the company added the popular Absolut Vodka brand into their holdings after

they acquired the Sweden’s V&S Group. Pernod Ricard head office is located in Paris, France.

The company size range from 18,975 employees led by Patrick Ricard as the chairman and

Pierre Pringuet as CEO.

The Product

ABSOLUT VODKA

Lars Olsson Smith, famous entrepreneur and also known as the father of Absolut Vodka

establish Absolut Vodka in 1879. Following the up and down of the product, Absolut is now the

third largest brand of alcoholic spirits in the world and sold in 126 countries. Absolut Vodka is

made in Åhus in southern Sweden, which are made solely from grain using a special method of

distillation. Absolut Vodka is available in many varieties that are flavored such as Absolut Citron

which is lemon flavored vodka and also unflavored vodka but using a different name to promote

certain event such as the Absolut COLORS Limited edition for celebrating 30th anniversary of

the Rainbow flag. Absolut Vodka is popular with its award winning Marketing Campaign that is

centered upon the distinctive shape of the Absolut bottle, which appears in some other form or

another. The company has produced as much as 1500 different advert since 1980.

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II. SWEDEN BRIEF HISTORY

As for Sweden earlier history, Sweden is famous for their Viking which people already

set their mind that the Vikings are robbers and raiders. But the Vikings that people roughly think

about, is not what they think they really are, the Vikings of what it is now Sweden had a much

more lasting impact on history as traders and as founders of some of the great cities of

medieval Russia. After a centuries of power and success, the trade empire of the Vikings slowly

decline.

Skip to the era of modern Sweden. An elaborate structure of welfare legislation, imitated

by many larger nations, that began with the establishment of old-age pensions in 1911. Sweden

neutralist policy had made prosperity in their Economics, together with Norway, to pioneer in

public health, housing, and job security programs. Forty-four years of Socialist government

ended in 1976 with the election of a Conservative coalition headed by Thorbjörn Fälldin. The

Socialists were returned to power in the election of 1982, but Prime Minister Olof Palme, a

Socialist, was assassinated by a gunman on 28 February, 1986. Palme's Socialist domestic

policies were carried out by his successor, Ingvar Carlsson. Elections in September, 1991

overthrown the Social Democrats (Socialists) from power. The new union of four conservative

parties pledged to reduce taxes and the welfare state but did not alter Sweden's traditional

neutrality. In September, 1994 the Social Democrats emerged again after three years as the

opposition party.

In a 1994 referendum voters approved joining the European Union. Although supportive

of a European monetary union, Sweden decided not to adopt the euro when it debuted in 1999

and rejected it again after voters decided not to adopt the Euro as the country's official currency.

The Social Democrat Party and its leader, Prime Minister Göran Persson, easily won

reelection in September 2002. The center-left Social Democrats had run the government for six

out of the last seven decades. That changed when a center-right alliance led by conservative

Fredrik Reinfeldt, leader of the Moderate Party, won the election in September, 2006.

III. GEOGRAPHICAL SETTING5 | P a g e

Location

Sweden is located northern of Europe, bordering the Baltic Sea, Gulf of Bothnia, Kattegat,

and Skagerrak, between Finland and Norway. Stockholm is the capital city of Sweden.

Climate

Sweden is believed to have a higher temperature than its northerly latitude because of the

sea influence, particularly the warm North Atlantic Drift and the prevailing westerly airstreams.

There is a big difference of climate between the northern and southern of Sweden. Which the

north has a winter of more than seven months and a summer of less than three, while Skane in

the south has a winter of about two months and a summer of more than four. The maximum

rainfall occurs in late summer, and the minimum in early spring. There is considerable snowfall,

and in the north snow remains on the ground for about half the year.

Topography

Sweden's area of land consists of high mountains in the northwest, while on the east are

limited by a plateau that slopes down to lowlands and plains in the east and south. There are

rivers flows southeast from the mountains to the Gulf of Bothnia. One-seventh of Sweden is

above the Arctic Circle, where daylight is continuous for about two months in the summer and

darkness is continuous for about two months in the winter. The primary natural resources are

the forests, which cover about two-thirds of the country. Most of Sweden’s cultivated land is in

the south which is also where Stockholm is located. Sweden has large deposits of iron and

other minerals and an estimated 15 percent of the world's uranium deposits. Alpine and arctic

vegetation prevail in the north and at higher altitudes. In the south, deciduous trees, including

oak and beech, can be found.

IV. SOCIAL INSTITUTIONS

Education in Sweden 

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Education in Sweden is mandatory for all children aged 6 to 16. The school

year in Sweden runs from mid or late August to early or mid-June. The Christmas holiday from

mid-December to early January divides the Swedish school year into two terms. Both upper

secondary school and university studies are financed by taxes. Some Swedes go straight to

work after secondary school.

Primary and Secondary Schools

Sweden educational system is based on a nine year primary school with mandatory

attendance. Comes with Secondary school, or called gymnasieskola, lasts for three years which

is divided in two instances where you either prepare for higher or receive vocational education.

However, some students study for four or more years for various reasons. To attend secondary

school, the prospective student applies to attend a certain programmed at a certain school,

competing for entrance based upon her/his elementary school grades.

Higher education

After gymnasieskola, students can apply to a university in order to receive a tertiary

education. To being accepted to a higher education programmed in Sweden, all applicants must

demonstrate a minimum proficiency in Swedish and English. Exchange students may have

different language requirements. General academic degrees are offered to attract students on a

regional basis. Besides general academic degrees, the higher education system in Sweden also

provides a number of professional and vocational degrees in fields such as engineering, law

and medicine. Higher education is free of charge, both for Swedes and for foreigners. On 1 July

2007, higher education became divided into three levels, basic level (a student must complete

an education at the gymnasieskola level or its equivalent), advanced level (student must have

obtained a 3-year Swedish degree at the basic level or a corresponding degree from another

country or some corresponding qualification), and graduate level (student must have obtained a

Swedish degree at the advanced level or completed at least 4 years of full-time study with at

least one year at the advanced level or a corresponding degree from another country or

equivalent knowledge).

Swedish System of Government

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Sweden is a parliamentary democracy. Constitution declares that all public power in

Sweden proceeds from the people and that the Sweden parliament or called Riksdag is the

foremost representative the people. Government ruled the country which accountable to the

parliament.

Political parties

Sweden has a multi-party system with numerous political parties, in which no one party

often has a chance of gaining power alone, and parties must work with each other to

form coalition governments.

There has two types of political parties at Sweden which it is Minor Parties

Aktivdemokrati (Direct democratic party) Centre Democrats (Centrumdemokraterna) Classical

Liberal Party, (Klassiskt Liberala Partiet), and Local Parties which is Alternative (Alternativet),

Alvesta Alternative (Alvesta Alternativet), Axel Ingmar's List - Avesta Party, (Axel Ingmars Lista -

Avestapartiet), Berg Party (Bergspartiet), Bergas Bästa - partipolitiskt obunden lista, Bopartiet,

Botkyrkapartiet.

V. LEGAL SYSTEMS

The Sweden legal system has its connection in the continental legal tradition with its

dependence on statutory law. A comprehensive Swedish code was enacted in 1734. This code

is called The Code of 1734 and it’s divided into a few sections which are The Book of Marriage,

The Book on Parents, The Book on Inheritance, The Book on Land, The Book on Building, The

Book on Commerce, The Book on is only as a Crimes, The Book on Judicial Procedure, and

The Book on execution of Judgements.

However this code is only as a reference to run the judiciary system in Sweden. The

organizational structure of the judiciary in Sweden is divided into two parts, Administrative and

Adjudicative. The National Courts Administration which also called DOMSTOLSVERKET-DV is

a Swedish central administrative agency operates as a service agency of the judiciary. The

National Courts Administration is also a Sweden central administrative agency reporting to the

Government and operates as a service organization. The National Courts Administration is

headed by a Director General and a Board, who are appointed by the Government. The Board

comprises ten members, with representatives of courts and other authorities together with

representatives of the Riksdag (Swedish Parliament).

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Sweden has two parallel types of courts -general courts, which deal with criminal and

civil cases, and general administrative courts, which deal with cases relating to public

administration. The general courts are organized in a three-tier system: district courts, courts of

appeal and the Supreme Court. The administrative courts also have three tiers: county

administrative courts, administrative courts of appeal and the Supreme Administrative Court. In

addition, a number of special courts and tribunals have been established to hear specific kinds

of cases and matters. The National Courts Administration is a special central agency for the

courts and is accountable to the Government. Sweden didn’t practice any Islamic-law.

Social organization

The social organizations of Sweden is included the race, ethnicity, and subcultures. The

biggest race in Sweden is indigenous population which is Swedes with Finnish and Sami

minorities; foreign-born or first-generation immigrants: Finns, Yugoslavs, Denmark, Norwegians,

Greeks, and Turks. Between the late 1940s and late 1960s, the booming economy attracted

skilled workers from southern Europe. Those workers were allowed to immigrate freely and gain

full citizenship. Norway, Denmark, and Finland is the large numbers of immigrants. However,

today it is common to hear a distinction made between "Swedes" and "immigrants". The people

in Sweden differentiate the immigrant with social classes, imputed cultural affiliation and

physical appearances. Even if someone speak Sweden fluently, he or she parents both

Swedish citizen and bears Sweden passport is still classified as immigrant if the person physical

appearances is like someone who come from foreign country. Socially concerned citizens avoid

this dichotomy, and the legal system makes no distinction between the immigrant and the real

Swedish. Official public documents that deal with immigration often use alternative formulations

such as "new Swedes."

VI. RELIGION AND ASTHETICS

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Before 11th century, Sweden was pagan before Sweden experience Christianization.

Swedes adhered to Norse paganism, worshipping sir gods, with its Centre at the Temple in

Uppsala. It was probably destroyed by King In gold I in 1087 during the last known battle

between the pagans and the Christians. Sweden continued towards Christianity until 1500’s.

Changed in Swedish law, the protestant reformation in 1530s until 2000, Lutheranism took hold

Sweden, with the Church of Sweden having the status church. Sweden was the home to Saint

Bridget, founder of the Brigantine convent at Vanstena. The Evangelical Lutheran Church of

Sweden was the official state of church. Protestant Reformation in Sweden consider as a

political tool used by the king to secure control over the church included its assets. Lutheran

orthodoxy such as Calvinist Dutchmen played a special role in trade and industry as they quietly

kept a low profile religious. Sami were change to Lutheranism by Swedish missionaries in the

17th and 18th centuries.

Few of other religious groups are represented in Swedish society including Muslim,

Judaism and Catholicism. As religion in Sweden today, Government of Sweden open to

freedom of religions to Swedish. The laws concerning religious freedoms are observed and

enforce at all government level. People are giving freedom on practicing their own religion and

right to protect the religion. No recognition and registration needed to carry out all the religious

activities except activities or groups that need support from the government. Church of Sweden

show drop between 1972 until now. Most of Swedish left church of Sweden at the end of 2009.

However, still many of Swedish citizens who have no religion according to the official of Sweden

website. There are just three out of ten Swedes state that they have confidence in the church.

Swedish culture inspired by statism, paternalism, collectivism, egalitarianism along with

openness to certain international culture. Denmark, Norway and England’s culture bring great

impact to Sweden’s culture. Swedish art been influence by variety of geographical in different

ages. In history, the oldest Swedish remain art are found in the churches. The term Swedish art

refers to the history of painting and the visual arts in Sweden or by Swedish artist. Swedish art

become part of Sweden culture and one of cultural tradition of the western world. Most of the

visual art of generally about religious beliefs, focused on purgatory, the devil, Jesus Christ and

Virgin Mary. In the 19th century, well known Carl Larsson shaped the image of the idyllic

countryside home with his naive picturesque illustrations.

Music is very popular too in Sweden. Traditionally, Sweden is in Nordic folk dance music

with its nearby countries. Instruments such as accordion, clarinet, and fiddle are used to played

Swedish traditional music with instrumental genre. Swedish, Jorgen Elofsson and Max Martin

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are famous as they are world leading songwriters. The consulate General of Sweden states

they are the 3rd biggest exporter of music in the world included modern and pop music. In the

late of 1980, Scandinavian death metal bands became famous with the internationally heavy

metal community. Swedish pop such as ABBA, Roxette, and The Cardigans and so on had built

international careers.

Sweden has a great and lively theatre life. The most prestigious Swedish theatre is the

Royal in Stockholm with its four separate scenes. The Court Theatre at Drottningholm

palace was founded by King Gustav III in 1766. It is still used today in the summertime. There

are amateur theatre groups, of which most related to adult educational associations. There are

several regional and local theatres. The National Swedish Touring Theatre is a mobile theatre

serving the whole country. The people acting are both amateurs and professionals. They often

play well-known dramas or plays based on local historical as events. Birgit Cullberg was one of

the famous ballerinas in Sweden for more than three decades. Her TV shows of ballets have

reached a high viewer internationally.

VII. LIVING CONDITION

Traditional Swedish cooking style is usually simple and satisfying and also very healthy.

In the last few decades, Sweden foods have been enhancing with different of food from others

country bring from the immigrants. Nowadays, fast food become a favourite food of citizen

especially teenagers. Swedish cuisine included dairy products such as bread, berries and stone

food. Meats like pork, seafood, and pickled fish become choice of Sweden food. Potatoes

always served as a side dish which boiled with special made sauce. Swedish cuisine using lots

of variety type bread like sweetened bread. Another typical Sweden cuisine, fruit soups with

high viscosity are served in hot and cold way such as rose hip soup and blueberry soup.

Besides that, Sweden is one of the heavy coffees drinking in the world. Proves is the world

largest maker of milk carton which using to mix with coffee was found in Sweden. Vodka

becomes the most important alcohol beverages in Sweden as the country that produce Absolut

Vodka.

Sweden consider as a successful nation in international sport specially tennis. Tennis

player, Bjorn Borg, Mats Wilander are well known tennis player internationally in Sweden.

Winter and summer sports are very popular in this country. Skiing in a downhill ski areas are the

best spot for Sweden people and tourist all around the world. Sweden has great facilities

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prepared to its people such as a lot of courts for golf, football and tennis. Sport is important in

way of life for Swedish. Sport as curricular are compulsory for school teen as a healthy life style

for them.

As we all know, Sweden are popular in its design and architecture with the help of their

contribution to the act of activity in around period of 1930s which introduce the world that we are

connect as much with modernism itself as with Sweden and Scandinavia. Traditional Swedish

national costumes just will used on special occasions or festival celebrations. However, for cloth

wearing of business especially in Sweden, it is conservative. For example, men should wear

good quality suits with silk ties and shirts and women should wear suitable dresses or a suit

when they are involving in business. Because of egalitarian values of Sweden, it is strongly

suggested that avoid from wearing anything that is flashy.

For the Sweden's healthcare, the public organization makes sure that the well-being and

economic security for all people at there. That means no other country got low rate of poverty

and social exclusion. Most of the medical care is free of charge and no need to pay it. In this,

due to guaranteed medical care that every citizen could have, Sweden has been asking to do

the model welfare state. Besides, system of progressive taxation covered this amount of

services. Around 1990s, health care improve the issues, such as universal and same approach

to medical services, as well as same funding of health care that were placing. Sweden also

show great care for same human rights and it helps to lead to a healthier population. 

VIII. Language

Most citizens at Sweden speak Swedish as their first language and English as their

second. In Swedish school, English is taught as a compulsory secondary language. Since

Sweden has already as a stronghold of American popular culture, English also learned to a big

extent through the films, TV, and music. Tourists that from Britain or US may be feeling

unexpected at the quantity or total of Anglicism in the use today and it sometime made English

sound a bit weird or ridiculous. 

MARKETING MIX (4 P’s)

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Product

The product is called Absolut Vodka. Absolut Vodka is a French owned brand of vodka,

produced near Åhus, Skåne, in southern Sweden. The vodka is made from winter wheat in

Sweden. Absolut Vodka can be distinguishing from its competitor with the well-known crystal

clear Swedish medicine bottle look-a-like, with a blue colored label that was printed directly on

the bottle glass.

Price

Absolut Vodka targeted the super-premium as well as the premium quality market.

Product price according to the price list in Virginia.gov was $1.95 for 50ml, $7.95 for 200ml,

$12.45 for 375ml, $19.95 for 750ml, $23.95 for 1L, and $39.90 for 1.75L, that are range from

$1.95 – $39.90 which was considered good value for money in the eyes of customers. Owing to

the higher quality consciousness which exists in different countries, the demand for high

premium products grew.

Promotion

Absolut uses a very memorable advertising campaign that really captures the heart of

their customer. Absolut’s Ad campaign positioned Absolut as the “absolute highest quality”. The

so called high price was actually used as a powerful perception tactic to create the perception

quality. The strategy is by using the “Absolut” word in combination with creative images and

artwork incorporating the Absolut bottle into everything else. Absolut vodka also embraces

social media campaign to promote their sales using a one day event that usually open for

people to sign up and join the event.

Place

Absolut Vodka is available in 126 countries and the third largest brand of alcoholic brand

in the world. Absolut first and strongest market is in USA which Absolut has a 60% share of

USA Vodka market. Absolut Vodka sold in most of the store in USA, other than that Absolut

Vodka also using online store to distribute their product to the end user such as

missionliquors.com. After its success, both in its home country and in the US, Absolut Vodka

was introduced in most European, Asian and Pacific countries.

Analysis

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Why do we think the product is exported successfully to Malaysia?

Most of the people included Malaysian always wondering why Malaysia which is has

about 60 percent of the population is Muslim and forbidden by the government to buy alcoholic

drink can let importer or dealer sell alcohol beverages such as Absolut Vodka legally in

Malaysia. According to the research, Malaysia reaches a shocking ranking which is the tenth

largest consumer of alcohol in the world. Each year, Malaysians spend over US$500million on

alcohol beverages because lead to factors of easily available, aggressively advertised and

widely promoted through variety methods and ways. 22 years old is the average age for alcohol

dependence in Malaysia.

Absolut Vodka is one of the most well-known alcohol beverage in Malaysia beside

Chivas, Jack Daniels and so on. Absolut Vodka consider as successful export to Malaysia from

Sweden as it’s have amount of supporters in whole of the Malaysia. V&S Absolut Spirits which

is founded of the Absolut Vodka can manage and market the products extremely successful in

many ways in Malaysia.

Absolut Vodka is well known to its variety of taste such as original, citrus, raspberry,

peach and so on. Alcohol lovers prefer Absolut Vodka very well as the variety of flavor that with

a light fruit aroma combine with the smell of alcohol could make people fall for it. Besides of

enjoy drinking Absolut Vodka in a simple way, it can use to make a lot of cocktail beverages too

examples tequila sunrise, margarita and pinacolada which taste very nice. Absolut Vodka is said

to be very attract the local customers because the customers can taste different type of vodka

and keep them as collection at home.

V&S Absolut Spirits has a very strong sensitively to the latest trend nowadays Absolut

Vodka is unique to the outside surface of the Absolut bottle. The strategy that use to impress

and attract customers and vodka lovers are by combining “Absolut” word with creativity artworks

incorporating the Absolut bottle into everything else. Over the years Absolut has commissioned

not only over 300 painters, but leading artists in all fields, including sculptors, glass designers,

musicians and fashion designer to involve in designing the bottle of the Absolut. Lifestyle,

culture, and symbolic city typically become designer inspiration to design Absolut outer bottle.

Certain bottles of design are limited edition and just only sell in certain country. And

undoubtedly, these entire creativity artwork bottles are become collection nowadays not just

only for alcohol drinkers but even for non-drinker. In Malaysia, a new Absolut, bottle that

glittering in a red sequin jacket was released to feature with the event titled “In an Absolut world,

every night is a Masquerade” on 2009.

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Absolut is totally different in it way of advertising style although in Malaysia is not allow

promoting alcohol in printed media or broadcasts media. In Malaysia, Absolut Vodka successful

attracts people and drinker with advertising style that catch people eyes and heart. New taste or

new designing bottles which available in Malaysia will be advertising or held event to expose to

people. Advertisements are clear and trendy with not targeting on drinker but more on new

released product.

Absolut vodka involve in social media campaign to promote their sales using a one day

event in a way of threw a party that usually open for people to sign up and join the event.

Through social media campaign, Absolut is believed can attract more people in Malaysia get to

know Absolut more deeply or change their previously view that Absolut is just only for drink and

drunk but the art of Absolut culture and trendiness. In addition, frequently held these kinds of

campaigns are able to keep the customer retention as they will always alert and keep on eyes

what the new release and recent activities. Beneficially, the event such as “Absolut Vodka Rock

Edition”, “Absolut Love” and coming more events may let all the absolute lover get together

closer and talk everything about their experience of Absolut Vodka.

Absolut Vodka enhance their marketing strategy by using online media to stimulate

brand grows among Malaysian. Malaysia Absolut Vodka official website (www.absolut.com/my)

is launch to build a community of consumers and it acts as a database through which exclusive

invites are sent out to all customers for major events. Besides that, the website contains a lot of

information about Absolut Vodka that very interesting and updated. Absolut also using the

Facebook page as a way of provides information or latest event to customers.

In conclusion, Absolut Vodka nowadays is successful and hardly ignores its

attractiveness by Malaysian. Absolut Vodka represents a trend among drinker and collectors in

Malaysia. It believes have a great opportunity to expand Absolut Vodka’s impact widely to

Malaysian in the future by using effective strategies.

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V&S Absolut Spirits. (2010). Retrieved Sept 25, 2010, from Linkedin: http://www.linkedin.com/companies/v%26s-absolut-spirits

V&S Group. (2010). Retrieved Sept 25, 2010, from Wikipedia: http://en.wikipedia.org/wiki/V%26S_Group

Mapes, T. (2010). Weather in Sweden: Temperatures, Weather & Climate. Retrieved Sept 25, 2010, from About.com: http://goscandinavia.about.com/od/swede1/ss/weathersweden.htm

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Supporting Details

1. This video link show an Absolut Vodka event titled “In an Absolut World, Every Night is a Masquerade” that successful launched at Malaysia feature the new release Absolut Vodka which the outer layer bottle is glittering in a red sequin jacket. (http://vimeo.com/groups/3380/videos/14900005)

2.

In an ABSOLUT World, Every Night is a Masquerade

IN AN ABSOLUT WORLD YOU CAN TURN AN ORDINARY NIGHT INTO GLAMAROUS MASQUERADEIN

ABSOLUT unveils a new stylish Gift Pack to kick-start 2009 with a Bang 

Kuala Lumpur, 13 March 2009 – Tantalizing escapades to bedazzle the senses and swathes of ingénue to the soundtrack of pulsating beats illuminated Kuala Lumpur’s ABSOLUT launched its stylish new Gift Pack at the ‘In an ABSOLUT World, Every Night is a Masquerade’ Launch Party at the Lodge Hotel tonight.

Exclusive guests & celebrities were treated to an unforgettable night of revelry and expression, along with a chance to win some fabulous prizes in various fun activities throughout the night. Dressed to impress, the Lodge Hotel was transformed into a whimsical but lavish playground to evoke a ‘masquerade-themed’ party in a quirky, creative, unique, and fun manner that celebrates the spirit and splendour of ABSOLUT Vodka - a place where the surreal, magical and oddball all come out to play. 

Replete with interactive art installations, live entertainment, and avant-garde period music the hotel was divided into specific zones which encapsulated offbeat themes which provided guests the canvas in which to immerse their fantasies and indulge their individuality:(http://fhmmalaysia.blogspot.com/2009_03_01_archive.html)

3. An article from marketing website had noted that launched of Absolut Vodka events marketed via online, print, and event marketing style can really attract customers and induce cooperation in brand grow in Malaysia. (http://www.marketing-interactive.com/news/20191 )

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Appendix

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Some of the creative Advertisement by Absolut, which is centered upon the distinctive shape of

the Absolut bottle.

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