New Product Launch Marketing Plan Part 1 Team B
New Product Launch Marketing Plan, Part 1
Erin Maze, Shana Sullivan, Sierra Clements, Nicole Rocha, and Cody Hogue
MKT571
December 9, 2014
Joseph Ordyna
1.0 Executive Summary – Absolut Element
The Absolut Company grew from the success of Absolut Vodka, a unique Swedish vodka that conquered the world on its own terms. In a little more than 30 years, Absolut Vodka has become one of the world’s best-selling spirits and has created a unique legacy of quality, creativity and originality that lives on to this day. At Absolut it is believed that greatness isn’t so much about what you leave behind you as what you see in front of you. The past is inspirational, future is aspirational. Greatness is all about vision (The Absolut Company, 2012). Through our vision and creativity we have created an all new organic vodka that we will introduce into both the domestic and international market. With our reputable brand, easily recognized packaging, and solid business model that has brought great success, Absolut Element will quickly become a best seller amongst both health conscious consumers and those follow trends and fads.
2.0 Situation Analysis
2.1 Market needs
Organic is a word that has recently become the topic of many conversations. People around the globe are starting to desire these types of products from food to alcohol. Organic vodka is quickly becoming one of the number one types of vodka purchased in America (Wasim, 2014). Organic Vodka sales in other parts of the world are much higher than in the US but this might not be true for much longer. The market domestically and internationally is showing great needs for Organic Vodka. Companies are listening to consumers’ demands and the output for this type of liquor is on the rise.
2.2 Market Growth
There is a high demand for organic vodka, which in turn means there is a lot of growth potential domestically and internationally. For example, Diageo is a worldwide distributor of alcohol. They currently sell
Erin Maze, Shana Sullivan, Sierra Clements, Nicole Rocha, and Cody Hogue
MKT571
December 9, 2014
Joseph Ordyna
1.0 Executive Summary – Absolut Element
The Absolut Company grew from the success of Absolut Vodka, a unique Swedish vodka that conquered the world on its own terms. In a little more than 30 years, Absolut Vodka has become one of the world’s best-selling spirits and has created a unique legacy of quality, creativity and originality that lives on to this day. At Absolut it is believed that greatness isn’t so much about what you leave behind you as what you see in front of you. The past is inspirational, future is aspirational. Greatness is all about vision (The Absolut Company, 2012). Through our vision and creativity we have created an all new organic vodka that we will introduce into both the domestic and international market. With our reputable brand, easily recognized packaging, and solid business model that has brought great success, Absolut Element will quickly become a best seller amongst both health conscious consumers and those follow trends and fads.
2.0 Situation Analysis
2.1 Market needs
Organic is a word that has recently become the topic of many conversations. People around the globe are starting to desire these types of products from food to alcohol. Organic vodka is quickly becoming one of the number one types of vodka purchased in America (Wasim, 2014). Organic Vodka sales in other parts of the world are much higher than in the US but this might not be true for much longer. The market domestically and internationally is showing great needs for Organic Vodka. Companies are listening to consumers’ demands and the output for this type of liquor is on the rise.
2.2 Market Growth
There is a high demand for organic vodka, which in turn means there is a lot of growth potential domestically and internationally. For example, Diageo is a worldwide distributor of alcohol. They currently sell
References: Aktar, M. W. (2014). ORGANIC FOOD AND PESTICIDES: MYTH AND REALITY. Journal of Information, Intelligence and Knowledge, 6(3), 273-294. Retrieved from http://search.proquest.com/docview/1626844614?accountid=458 Diageo. (2014). Performance Overview. Retrieved from http://www.diageo.com/en-us/investor/performanceoverview/pages/default.aspx Kotler, P., & Keller, K. L. (2011). Marketing Management (14th ed.). Upper Saddle River, NJ: Prentice Hall. Pernod Ricard SA SWOT Analysis. (2014). Pernod Ricard SWOT Analysis, 1-8. The Absolut Company. (2012). The Phenomenon. Retrieved from http://theabsolutcompany.com/the-phenomenon/