1. Title of Presentation

2. OBJECTIVE SCOPE
Objective: To Markets : Kolkata, Mumbai,
Delhi NCR, Bangalore, Chennai
shortlist two
Target Group : Young adults in
product categories the age group of 21 - 40
Target base : 100 respondents
as a brand per city
extension for the (50% male, 50% female)
brand ABSOLUT
Information gathered on-
- Brand association
- Consumer acceptance
- Category prioritization
- Growth opportunities/drivers

3. Gain 15% -20 % Size of Prize through brand extension in
the first 2 years of launch 2016-17
INR
240+
Crores
2015
Premium 20+
Expand to Chocolate Crores
2014
Premium
Extend into 15+
Male
2012 Chocolate Crores
Male Fragrances
Current Fragrances
INR
205
Crores
*Based on Nielsen Category Forecast
3
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

4. Our Decision Funnel
Using Category growth Vs salience
8 construct, 5 out of 8 categories
Growth /Contribution shortlisted
Category )
Landscape
Identified key brand imagery
•
5 Qualitative
Perception attributes for Absolut
Research
Asked Absolut Target Shoppers to Score
5 categories on the identified brand
imagery attributes
2 Validation
For selected 2 categories, identified
key drivers of the category
4
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

5. We narrow down to 5 High-Growth, High Contribution
categories
Clubs
Male Fragrances
Premium Chocolates
Premium Whiskey
Growth %
Retailing
Accessories
Handcrafted Gold
Jewellery
Musical Instruments
% Contribution to Discretionary expense
Source : Secondary Data sources, Nielsen Retail Panel
5
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

6. High association of Premium chocolates and Male
fragrances with Absolute imagery perception values
Premium Premium Male
Absolut Brand Imagery Perception Retailing Clubs
chocolates Whiskey Fragrances
Life Style 33
24
Flavor
Quality 18
14
Value
Liking 7
Choice 4
High Medium Low 6
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

7. Key market drivers for Male Fragrances
Focus on
the Target
INR 80 crores Consumer
Urban
INR 46 crores Youth
Mn
Has high
Discretionary
spending
Current
Future power
Sales (2012) sales (Forecast)
(Mn.) Has
distinctive
lifestyle
Also evaluated for Premium Chocolates.
Data Source inputs :
1. Nielsen FMCG retail index
2. Secondary Sources : Macro-economic Factors 7
Copyright © 2012 The Nielsen Company. Confidential and proprietary.

8. To Win…..
Focus on Male Can focus on
Fragrance & Modern trade
Premium Shopper (Trial
Chocolates /awareness )
Target urban
youth with high
discretionary
spending and
distinctive
lifestyle
Opportunity to
bundle Expect a 50%
Premium Uplift due to
chocolates brand
with Absolut extension in 5
years
8
Copyright © 2012 The Nielsen Company. Confidential and proprietary.