Absolut vodka - S khc bit gia Vodka v Folks.

Thng hiu Absolut c to ra bi Lars Ollsson Smith vo nm 1879, khi ng bn mt phin bn mi ca vodka bng cch s dng mt qu trnh chng ct khc bit. Nm 1917, ngnh cng nghip vodka c quc hu ha bi chnh ph Thy in. Nhiu nhn hiu vn cn chn ch trong nhiu thp k dn n tnh hnh kh khn. Sau vo nm 1979, thng hiu Absolut c ti thnh lp vi t cch l mt ng cp mi ca vodka. Di s qun l ca chnh ph Thy in, n t nhiu thnh cng rc r. Ru Absolut vodka c bit n trn ton th gii nh l mt nhn hiu ru vodka hng u th gii.Trong hn vi thp k qua,n tng tr thnh mt biu tng thng hiu ca ton cu,c cng nhn bi hng trm nc trn th gii. Absolut- hin l nhn hiu vodka ln th hai ton cu, ng sau Smirnoff ca Diageo- ng ngha vi loi vodka ho hng v thc s to ra th trng cho loi ru ny. S lc 1:Absolut Vodka Thuc cng ty Vin & Sprit AB. Xut hin ti 126 quc gia. Thnh lp nm 1879. Thuc s hu hon ton ca chnh quyn lin bang Thy in. Nhn vin: 2.500 ngi. Mc tiu th : 81.000.000 lit /1 nm. c tnh chim 0,4% th trng ru mnh ton cu. Sn xut tihus, Skane min nam Thy in. Thng hiu ru mnh ng th ba sau Barcardi & Smirnoff. Nm 2004, Hng t chai Absolut Vodka c bn. Th trng M chim 60% doanh thu. Khi vodka ngy cng tr thnh mt loi ru sang trng trong ngnh cng nghip nc gii kht, th h cng c nhiu i th cnh tranh.Vodka bi bn cht ca n l khng mu, khng mi, v khng hng v. Tuy nhin cc i th cnh tranh mi ni ca Absolut thm ch cng tuyn b v tinh khit cao hn v mi v tt hn(trong sn phm ca h), vi th gi cao hn. Bi vy,lm th no m ngi chng ct ru c th to ra c s khc bit cho nhng sn phm ca h ng sau cc nhn hiu, mi ngi sn sng tr gi t vy? Hay ni cch khc cch lm vic thc s ca thng hiu Absolut l nh th no? Mt s i th cnh tranh chnh ca Absolut Vodka:
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Smirnoff Thuc s hu ca Diageo. Thng hiu hng u v Vodka. Th mnh thng hiu l vic m rng thng hiu thnh cng. Gn y c thit k li mang li cho n mt cm nhn ng cp. Ra mt Smirnoff Penka, thm nhp ca n vo th trng. Stolichnaya Xem nh l mt thng hiu cao cp ti cc th trng xut khu so vi th trng trong nc. Ra mt thng hiu siu cao cp "Stolichnaya Elit" Grey Goose Bacardi mua thng hiu vi c tnh khong $2 t. Mt thng hiu vodka siu cao cp. c bit n vi cht lng v gi ca n. Ngun gc Php, vi mt m nt chai c th thay th. Finlandia c mua li bi Brown-Forman ch s hu ca Southern Comfort & Jack Daniels. Vodka cao cp vi nhn mc p. Pht ng cc phn m rng thng hiu vodka tng t. Skyy Thng hiu vodka siu cao cp ph bin M. Nhn mnh vo tinh khit ca vodka. Belvedere "Vodka nguyn cht cao cp". Nhn mnh vo ngun gc Ba Lan. Gi khong $40 mt chai. Thc t cho thy, khi s lng bn ra ng u (ngun ci ca vodka) gim st, cn Ty u th ngc li bi bit kt hp s i mi sn phm v xy dng thng hiu. Vn ha cocktail ang pht trin mnh m trn khp ton cu.V vy m vodka cng c a chung tng trng theo. Mt khc ngi ung vodka sn sng tr tin cho nhng nhn hiu mang li tnh sang trng. Bi v ngi tiu dng mun mua thng hiu uy tn, nh l
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mt biu hin ca s giu c v tha mn nguyn vng ca h. Chnh nhng yu t trn m cc nhn hiu vodka phi lun ch trng n bi ton xy dng thng hiu, bi v th l vn sng cn. V cc thng hiu Absolut Thy in lm c iu ny t hai thp k trc ti cc th trng xut khu, thng qua qung co hnh tng ca n v thit k bao b. Tiu im trong qung co ca h khng phi thc ung, m chnh l hnh dng ci chai. y, hnh dng c bit ca cc chai Absolut n gin c mt trn khp bo ch hay tp ch qung co. Chin dch c bit c hoch nh bi c quan qung co, TBWA v hn 1500 qung co s dng s thc hin sng to ny, lm cho n tr thnh mt trong nhng chin dch qung co di nht t trc n nay. Chin dch chin thng trn 150 gii thng v qung co. Cc qung co u tin i vi khu hiu Absolut Perfection. K t nhng khu hiu khc bao gm Absolut Season, Absolut Optimist, Absolut Profile, Absolut Subliminal, v Absolut Manhattan. Cc qung co t vt qua s phn chia ngh thut v t tr thnh mt phn trong ngh thut hn l qung co hon ton v thng mi. Cng ty phi hp vi cc ngh s nh Andy Warhol, Damien Hirst, v cc nh thit k thi trang nh Jean-Paul Gaultier, Stella McCartney, v Gianni Versace. Nhng chin dch lin kt gn y nht ca h gn vi nhng hnh tng trng yu trong vn ha i chng nh The Absolute Road Trip. Bn cnh Absolut cn ch trng n vic i mi sn phm, bng cch kt hp nhiu hng v khc nhau bao gm: Peppar Absolut, Absolut citron (mi chanh), Absolut Kurant (la mch en), Absolut Vanilia, Raspberri Absolut, Absolut Apeach, Absolut Mandarin, v Absolut Ruby Red.Cng ty pht ng mt chin dch qung co truyn hnh "Tm Flavour ca bn". Vic thiu mt mi v c bit t ru vodka , lm cho n rt c li khi hng v c thm vo.Trong n lc duy tr th phn, v y mnh hnh nh ng i ca mt thng hiu, cc nh sn xut ln ang c gng thu ht ngi tiu dng tr hn n vi thng hiu ca mnh. Khi u cho cc loi ru mnh y hng v ca Absolut l mt n lc quyt nh c tham gia vo mt th trng c nhn khu tr. By gi Absolut a ra Absolut Cut, Absolut Clear Cut & Absolut Crisp Cut, l hn hp ca ru vodka, nc sui, v h cam qut, m cng ty bn trong chai nh. y l mt chin lc nh v r rng t c thnh cng cho loi Smirnoff Ice ca thc ung Vodka thng hng. Cng ty ny thy m rng thng hiu ny th c mt c hi thnh cng cao. y cng ty ang tung ra mt sn phm c cn thp hn ru, ch yu nhm n khch hng l n, v gt hi li nhun cao.

Sng to mi nht ca n l to ra mt thng hiu siu cao cp cho vodka. Bng cch tung ra nhn hiu Absolut Level, vi mt mc gi siu cao cp.Trong p phch tip th, h nhn mnh rng Vodka ny c sn xut theo tiu chun cao nht, bng cch s dng hai phng php sn xut. Absolut Cut c a ra trong mt chai mng, dng thon, cao, m o m vn gi li c im vn l hnh tng ca chai Absolut. Level l mt phin bn mi c lm thon di ra da trn c s quan trng t thit k chai c in. Trng tm chin lc ca cng ty l trnh s tiu dit ln nhau gia Absolut v Level. Mt chai Level s bn ti M cho $ 30 mt chai, trong khi Absolut s bn vi gi $ 20 mt chai. N tn dng khu hiu t vic kt hp hon ho gia "m i v c tnh". V vy, mi ngi ngh rng h ang mua ci tt nht, v gi s dng, v cht lng ca bao b nh suy lun ban u ca h vo cht lng ca thng hiu. V vy Absolut c hy vng bn ra 100.000 chai Level trong nm ra mt. Tuy to to c nhng thnh cng c th nhng Absolut vn ang phi i mt vi nhng kh khn. Khch hng cng ngy cng thc nhiu v sc khe, iu c th nhn thy khi h quay lng li vi cc loi thc ung c cn nh ru mnh. mt s th trng, khch hng lin tc thay i cc loi thc ung c nng cn thp nh bia, ru vang. Mt vi thng hiu thc ung cng c gng nm bt th hiu ca khch hng, bng cch tung ra sn phm t calorie v t kt hp ru mnh, chng hn nh ru trng, ni m nhng thng hiu nh Beefeater wet, 1800 Silver Tequila, Reserva v Gordons Distillers Cut c ra mt. Thch thc chnh ang i mt vi Abosolut l tim kim s tip tc tng trng khi th trng bo ha. Trong s n lc vt qua iu ny Abosolut cn phi tp trung ch v thng hiu ct li v tim kim sn phm ci tin. Khi ng ca Abosolut nh mt s i mi v do vy hi vng s thu c thm th phn v tng thu nhp. Tuy nhin mt vi lp lun cho rng Abosolut p ng qu tr cc loi ru vodka siu cao cp tung ra trong nm 2004, khi cc thng hiu khc nh Skyy v Grey Goose c li th xut pht t vi nm trc . Ngoi ra nhng cng ty thc ung ang i mt vi qui nh ngy cng nghim ngt t cc chnh ph, khi m h mun ph nhn tc hi ca ru nh bnh nghin ru, tn thng gan, ru ch, nhng s tc ng xu n x hi v ung ru khi li xe. Chnh ph ang cn nhc rt ngn vic y mnh s la chn c sn cho cc cng ty thc ung v xem nng vic thu thu. Trong mt chin lc siu cao cp, cc cng ty thc ung ang tung ra chin dch thc ung khn ngoan v chin dch ung hp l nhm xoa du cc quy nh. Mt cch chm bim, Thy in l
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quc gia c mt quy nh thu sut v ru rt cao v c tnh trng c quyn, v cng l ni m vic bn cc loi ru c cp bn l. Bn cnh cc thng hiu gii kht ang chu p lc ng k trong lnh vc gi tr ca ngnh cng nghip ru mnh. Ch en trn lan trn mt s th trng chnh thc, c ngha l gi tr thng hiu hp php ang b e da. S gi mo cht lng hp php ang din ra, vi vic sao chp bao b ca cc nhn hiu ni ting. Thm na l vic cc nh bn l n lc tung ra thng hiu ring ca h nhm nm bt ht gi tr ca doanh nghip (v d nh Lidl & Tesco). C l mt trong nhng mi quan tm ln nht i vi cc nh sn xut vodka l: mc d Vodka l thc ung hp thi ti thi im ny, trong khi nhu cu i vi hng ha thi trang c ting l hay thay i, v ngi tiu dng c th di chuyn n cc thc ung hp thi tip theo. Quan trng hn, tt c cc phn m rng ca thng hiu Absolut trong tng lai cng tn ti vi thng hiu ct li, c tht s ng gp vo s thnh cng sp ti ca h ? Cu hi : 1. Tho lun v l do ti sao Absolut a ra mt lot sn phm mi nh Level v Absolut Cut. 2. Tho lun v nhng li ch v hn ch kt hp vi vic s dng nhn hiu Absolut lm c s m rng thng hiu nh mt phng thc pht trin sn phm mi. 3. ngh thm sn phm mi c hi pht trin cho Absolut, da trn kinh nghim v nng lc ct li ca n.