Positioning of the spirits brand for female consumers of generation Y: Case of The Absolut Company

Abstract

Goal: To identify problems that led to a failure of a product for female consumers of generation Y on the developed market and develop recommendations to prevent the same mistakes on other markets. Tasks: To analyze the specificity of positioning for female consumers of generation Y; Identify mistakes of Product A positioning of The Absolut Company; To conduct a focus group for analyzing identified problems; To analyze the results of the focus group and develop managerial implications for the Absolut Company. Main result: Problems of product positioning have been identified and a set of recommendations has been developed.