Nobody downloaded yet

Marketing Communication Based on Video - Research Paper Example

Comments (1) Cite this document
Summary
As of August 22, 2011, the Bloomberg Business week website noted that The Absolut Spirits Company, Inc., headquartered in New York was founded in 2001 and functions as an importer and distributor for vodka and gin in the United States. The Absolut Spirits Company is a subsidiary of V&S Vin & Sprit AB which is based in Northern Europe…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER98.9% of users find it useful
Marketing Communication Based on Video
Read TextPreview

Extract of sample
"Marketing Communication Based on Video"

Download file to see previous pages Absolut is a business entity which was originated as a brain child of Lars Olsson Smith, the king of Vodka. The Absolut organization exists to provide the best quality vodka in the world. Today it is one of the leading brands of Vodka. The originators suggest that the main ingredient required to produce Absolut is a grain grown in Ahus, in Southern Sweden. The producers have coined a “one source concept”. It is this one source concept that the manufacturers believe causes Absolut vodka to be absolute. The Absolut website states that it is made of only natural ingredients, namely, winter wheat and water. Absolut is viewed as a perfect unit in that its bottle, its taste and its price combine to form one package. Over the years Absolut has added many flavors to its original and premium product. Flavors include Peppar, Citron, Mandarin, Rasberri, Vanilla, Kurant and Pears. Absolut on their website proposes that their Mandarin and Orange are two of the most popular flavors in the world.
The brand’s origins and its background
The brand Absolut was established since 1889 when Lars Olsson Smith registered the brand name and began to revolutionize the manner in which vodka was made. By 1979, it was imperative for Absolut to begin to export to countries around the world in order to survive. The genesis for Absolut was the idea of the legendary Lars Olsson Smith who revolutionized the manner in which distillation was done. He created the rectification method of distillation and to this day producers of alcoholic beverages still use this method. For Smith, rectification allowed all the impurities involved in the production of vodka to be removed. Thus, Smith called the product of his rectification Absolut rent branvin which means “Absolute pure vodka” in Swedish. For this reason, Lars Olsson Smith is known as the King of Vodka. In 1992, Absolut advertising campaign was inducted into the American Marketing Association’s Marketing Hall of Fame. Amazingly, this feat was won without the use of television as an advertising medium. Richard Lewis (1996) the mastermind behind Absolut’s advertising campaign claims that the major purpose of the campaign was “to build a healthy and enduring brand for Absolut.” Throughout the first hundred years of its existence Absolut was perfected in its taste, its texture and its packaging. 1.3 The brand’s popularity Although Absolut in its website views itself as the number one selling vodka in the United States, other sources such as Impact International believe that in 2010 Absolut was the fourth largest “international premium spirit in the world. Impact International noted that Absolut is available in 126 markets. Lewis (1996) notes that in 1981 at the beginning of the Absolut advertising campaign, 20,000 cases of vodka were sold to the United States each year by 1995; sales had reached to 3 million cases per year. Sarah Edmunds of Reuters in her interview with Bengt Baron posits, “In the United States … Absolut has about 10-1/2 to 11 percent of the total vodka market, sales rose to 4.9 million nine-litre cases in 2006, up from 4.7 million in 2005. Also at this interview Baron observed that Absolut has “98 percent brand awareness in the (U.S.) consumer (market) and we're still growing faster than the market in general”. Nonetheless, Absolut still advertises itself on its website as the leading brand of vodka in the world. A positioning- perceptual map is an ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marketing Communication Based on Video Research Paper”, n.d.)
Retrieved de https://studentshare.org/marketing/1390757-marketing-communication-based-on-video
(Marketing Communication Based on Video Research Paper)
https://studentshare.org/marketing/1390757-marketing-communication-based-on-video.
“Marketing Communication Based on Video Research Paper”, n.d. https://studentshare.org/marketing/1390757-marketing-communication-based-on-video.
  • Cited: 0 times
Comments (1)
Click to create a comment or rate a document
ja
jacobsisaias added comment 8 months ago
Student rated this paper as
This research paper was always my weak point. I could never finish it well. Still, after I found this particular document, I understood how it should be done. So, I performed my research afterward and completed the research paper in several hours, instead of weeks as it was previously.
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Marketing communication
...plan is broader than an advertising campaign, the lion’s part of the marketing budget is spent on the design and circulation of advertisements. Evidently, personal selling is the most common type of integrated marketing communication technique. Generally, personal selling approach is practiced to enhance retail sales and business to business selling. Promotions opportunity analysis is one of the crucial components of an IMC program as this process assists marketers to easily identify target audiences and to develop communication tools necessary to reach these segments. Importance of the IMC perspective Nowadays, the IMC approach is being widely used by...
5 Pages(1250 words)Essay
Marketing Communication
... players in the security sector (p. 54). To enhance their growth and profitability, I will encourage the organization to engage itself into building g strategic alliances with bigger and smaller companies that engage in similar business as it is. This will reduce the level of competition and safeguard its market share. Basing on the operations of the company and its line of production, the following is a research plan outlining the objectives of the research, methods for conducting the research, justification of the chosen methods, the target audience and the sampling method in use. Research Plan: The aim of the research is to analyze the economic performance of Northrop Grumman as compared to its competitors.Northrop is a company... the...
5 Pages(1250 words)Essay
Marketing Communication
...with an aim of enhancing its IMC thus increasing its competitiveness. Introduction Based on stiff competition that companies are faced with in the local and international markets, marketing and brand managers are using all the means to ensure that they attain strong relationship with their consumers. Some of the major strategies that firms emulate in order to attain a competitive edge include improvement of quality of their brands, effective distribution of their products, appropriate pricing of products and effective communication with their customers. Based on the improved technology and the cut-throat competition in the business arena, companies have...
10 Pages(2500 words)Essay
Video-based Training
...RESEARCH PROPOSAL details Matriculation no: BSc or MSc: Full-time/Part-time: Telephone no: (day) (eve) Project outline Proposed title: The Potential of Video-based Training for Multimedia Software in U.K. Market Brief description of research area (150 words MAX) Video-based training has been successful in the U.S. market and is yet to be explored in Britain. The research aims to discover the probability of CD and DVD-based software training titles could be adapted in the U.K. with British-English voice trainers or voice-over if priced affordably. The research will be adopting the implementation process by...
4 Pages(1000 words)Assignment
Online Video Marketing
...Topic:  Online Video Marketing Instructions: I have 2 ial Questions I need you to anwer them. It is not an essay structure. I have created a web site for Chocolate gifts and flowers. It advertises Chocolate products for other companies , and provides links for other online chocolat stores. Also it advertises for some online flower stores. This is the link: www.chocogift.info, please check it to understand the service it provides. Our step now is to think about creating some online videos to promote for that website. and I need to answer the following questions: 1. Identify 3 online videos relating to the same product or service on your website. Discuss how effective you think each video is, in relation to generating interest... and in...
2 Pages(500 words)Essay
Marketing communication
...MARKETING COMMUNICATION One year marketing revamp plan for Viejas …………………………….. College …………………………………. …………………… Words count …… Target audience Nothing is more important in designing and developing an effective marketing and communication plan than defining the target audience. As far as Viejas Outlet Centre is concerned, the main target audience comprises of young children and money spenders. Pinson and Jinnett (2006) described that developing a customer profile is part of defining target audience (p. 20). Viejas Outlet Centre primarily looks at designing and creating profile of its customers including both young children and money spenders, with...
2 Pages(500 words)Essay
Marketing Youtube video
...Marketing YouTube video Table of Contents Marketing YouTube video Table of Contents 2 Analysis of Advertisements 3 Analysis of Advertisements Bud Light http://www.youtube.com/watch?v=zE7wyUmsM0k Excellent advertisement as it effectively conveys its intended message which can be easily decoded by the target audience. The background provides a perfect backdrop for the product and can be easily correlated with the product features. The advertisement also captures the mood of the target market audience. 2) Kia http://www.youtube.com/watch?v=UJqs3D2vv4I This is a superb advertisement which effectively conveys the product features using an innovative jet skiing character, apart from this the advertisement also effectively correlates... and...
1 Pages(250 words)Essay
Marketing video review
...Teacher Marketing video review Impression My first impression was the video was a bit naïve to be used as a marketing tool to motivate the employees of Apple to beat IBM in the marketplace. It used the World War II D-Day analogy which I find to be a stretch to be compared in Apple’s quest to conquer the marketplace of computers. Summary The video was a motivational marketing video that drew parallelism the 1984 Macintosh computer to the 1944 D-Day attack of the World War II. The Nazi’s were replaced by IBM and that Apple will beat them with superior hardware and software. It used the motivational slogan “rendezvous...
1 Pages(250 words)Movie Review
Marketing communication
...Marketing Communication Table of Contents Introduction 3 IMC Strategy 3 IMC Activities Leading Up Launch of Product 3 IMC Used of Launch 5 Advertising 5 Sales Promotion 6 Direct Marketing 7 Personal Selling 7 Public Relations 8 Follow Up Program After the Product Launch 9 Conclusion 10 References 11 Bibliography 15 Introduction Integrated Marketing Communications (IMC) is a concept that deals with marketing communication with the use of a holistic approach. It focuses on ensuring complimentary uses of media and uniformity of message to be delivered to the targeted group of customers or audiences. IMC includes involvement...
7 Pages(1750 words)Assignment
Marketing communication
...desirable marketing strategy. BMW AG is a global multinational car and truck manufacturer based in Bavaria, Munich in Germany. The research will prove that a strategic communication plan should respond to the direct needs of the organization. 1. Context analysis (20 marks) In order to establish the company global position, BMW AG should develop a communication plan that responds to the unique needs of the organization. Essentially, a communication plan should attempt to the convey information to the stakeholder. As such, the plan should improve the company’s image. For the purpose of this content analysis, we will focus on the interest level and the...
8 Pages(2000 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Research Paper on topic Marketing Communication Based on Video for FREE!
logo footer
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us