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International Product Launch

C/M/1197. Absolut's new product launch: situational analysis and marketing perspective

WORDS:
4000
DATE:
2009
PRICE:
49.99 GBP

The paper offers situation analysis for the launch of Pernod Ricard Group’s brand Absolut ice cream and sorbet. Company history and financial information is reviewed, SWOT and PESTEL analysis of the environment for the new product is conducted, the country environment is analysed using the Hofstede matrix, marketing mix features and communication tools for the communication campaign are outlined.

 

KEYWORDS: Marketing Communications, Absolut, new product launch, Brand Aura, Marketing Mix, SWOT, PESTEL, Hofstede,

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