Overview
write a two pages summary about the case and answer this questions in the summary
1.What has made the Absolut vodka brand successful? Discuss how the various elements in the marketing mix contribute to the success of a vodka brand and Absolut in particular. 2. How does Absolut’s product line strategy compare with other brands in the industry? Discuss their similarities and differences. 3. What is the situation facing Absolut in 2008? What aspects of Absolut’s current situation are likely to persist beyond the current economic crisis? 4. What are the general advantages and disadvantages of a vertical brand extension? (both upward and downward) 5. Evaluate the three options under consideration for Absolut and the Fris brand giving attention to the issues associated with cannibalization. Which option to you recommend and why?