Smirnoff Marketing Strategy

Topics: Smirnoff, Marketing, Vodkas Pages: 11 (3737 words) Published: October 14, 2012
“Go to Market” Strategy
1. Mission Statement2
2. Product3
3. SWOT Analysis4
4. Competition6
Ad Comparison: Smirnoff vs. Absolut7
Smirnoff Vodka8
5. Market Research10
Target Market10
Focus Group and Blind Taste testing13
6. Marketing Strategies15
Table of Figures16

1. Mission Statement
It was very difficult to find an actual mission statement for Smirnoff Vodka but we did find a mission statement for Smirnoff Vodka’s company owner Diageo. Diageo is the world’s leading premium drinks business with a collection of alcohol brands that are sold across the globe. Smirnoff is one of Diageo’s fourteen strategic brands. Diageo’s mission statement states:

“Our great range of brands and geographic spread means that people can celebrate with our products at every occasion no matter where they are in the world. This is why 'celebrating life every day, everywhere' is at the core of what we do.”

This statement demonstrates the company’s intentions toward customers and buyers. This means that Smirnoff Vodka promotes and contributes to the pleasure of celebrating life and positive attributes of life in people that purchase Smirnoff Vodka. The mission statement portrays the value of celebrating life and desire for happiness. Smirnoff Vodka is also committed to promoting responsible drinking and is involved in organizations like Drink IQ that restrict alcohol abuse. Smirnoff Vodka’s key market is targeting the younger generation crowd drinkers. Usually drinkers that range from age 25-35 from all ethnic background and income level. Smirnoff Vodka can range in many drinks that may fit in different occasions from a casual soft drink in a business meeting to a strong drink for the party scene. There is a variety of products that Smirnoff Vodka contributes to the market. There are over forty Smirnoff Vodka products in the market which all contribute to over thirty drinks that are consumed in bars, clubs, hotels, and other nightlife locations (Smirnoff Drinks, 2011). The variety that Smirnoff Vodka offers contributes to the sales and promotions for consumers. Smirnoff Vodka is also constantly presenting new markets to the market that have significantly boosted they’re sales, revenue, and reputation. Smirnoff Vodka’s primary focus is to grow across global markets to consumer appeal and expand new trends for consumers.Its unique selling proposition is to promote their products across the globe contributing to new trends and products. Smirnoff Vodka’s focus in new products has contributed to new marketing campaign that has attracted new consumers and buyers. 2. Product

Smirnoff has two products they are most known for including Smirnoff Ice and their quality 10 times filtered Smirnoff vodka. Smirnoff offers their Smirnoff Ice line to attract a crowd who does not prefer hard liquor and this helps Smirnoff enter a new market that has not been tapped into very much. When it comes to Smirnoff’s vodka, it is filtered 10 times and is one of the purest vodkas on the market. There are a wide variety of vodkas on the market but Smirnoff is the number one seller in the United States and is sold in many countries across the globe. Currently, Smirnoff uses commercials and events to reach their audience. The commercials tend to be funny or shocking as they try to catch the attention of potential and current customers. The reason Smirnoff holds events such as concerts is because they cater to the younger crowd and this is a great way to show their product off while at the same time getting some advertising. Smirnoff has really only stuck to the previously mentioned marketing strategies but we feel they can make a presence in sporting events and action sports as this market can be very profitable. Some of the things Smirnoff could do to bring more life to their products would be to introduce new products to the current market. Our Marketing textbook...
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