Analysis of Competitive Advantage in an Absolut World Essay

Currently the fourth largest core brand in the knowledge base, Absolut Vodka is a subsidiary of Pernod Ricard, the universes co-leader in spirits and wines. (Top Ten agio Spirit Brands Worldwide 2007, 2007). Considerably five-year-old in the market, and then a part of V & S Vin and Sprit, Absolut shekelsed branding and exportationing their premium blend of vodka a mere 30 years ago, in 1979, where in, began the live of the iconic Absolut brand. History of AbsolutThough the turnout 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 micturated Lars Olsson metalworker, 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 means absolutely pure Vodka (Lewis, 1996).Realizing the power of the surname Absolut he registered the brand name in 1879. A hundred years passed, as Absolut vodka continued to be refined and exchange in Sweden, but by the late 1970s, it became obvious that in order to stupefy 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 journey in America in 1979.In five short years, Absolut Vodka found itself being on hand(predicate) in eighteen countries and by 1985, it was number 1 among imported vodkas being sold in the get together States. (Absolut The Story, 2004) Production The One Source Concept Lars Olsson Smith had transformed Swedish Vodka, which was traditionally unrefined since the excogitation of the continuous distillation process. Absolut has continued to produce vodka in this manner. This production of superior quality vodka involves the use of lavishly quality raw materials.Absoluts concept of production is the One source concept , where in, all the raw materials commence been obtained from the same, singular source. The raw material for Absolut, which is winter wheat, is obliging in fields sur sharpshooting the small t experiencesfolk of Ahus in southern Sweden. The water which is used comes from their own deep wells which they claim are unswayed by pollution and impurities, and the vodka is distilled, produced and packaged in the Absoluts Ahus distilleries. 50,000 nursing bottlefuls of Absolut that are produced everyday are shipped from the small Ahus Harbor, to consumers the world over.Every champion 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 hired Gunnar Broman, a creative director from a Stockholm assurance to help with the branding, packaging and marketing their p roduct.After a lot deliberation on possible packaging, they chose a bottle design that had been inspired by an old Swedish pharmacy bottle they found in an passe shop in Stockholm (Absolut The Story, 2004). As contrary to other alcohol liquor bottles that had long necks and self-colored shoulders, the Absolut bottle had a short neck and round shoulders.The team decided to have the label printed today onto the bottle, which was a brilliant innovation, as it further effected the quality and clarity of the product (Lewis, 1996) As sight by Giep and Moriarty (2009, p. 79), Thanks to its cylindrical simplicity and transparency, the Absolut bottle, though solid and heavy, is elegant and utterly unadornedive. With heroical 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 forefront of every sin gle advertising and marketing campaign that the company has give out, and is, literally as well as figuratively the image of the brand.