Smirnoff Vodka

By Saint Mirnoff

15 May 2013

Structure of Presentation

The history of Smirnoff

Market segmentations – Behavioural and Demographic

Product

Price

Place

Promotion

Conclusion

Sources

Questions?

The History of Smirnoff

Began with a vodka distillery founded in Moscow in the 1860s.

Founded by Pyotr Smirnov.

Started to produce newspaper adverts, this captured two thirds of the Moscow market by 1886.

Pyotr Smirnov passed away 1898.

His third son Vladimir Smirnov then took over the company.

The company grew and flourished to produce over 4 million cases of vodka each year.

British company Diageo now owns and produces Smirnoff Vodka

Market Segmentation – Behavioural

Smirnoff Vodka advertise their product as being “triple distilled” and is branded the number one vodka.

This come across to the public as being a benefit over any other alcohol as it is branded as being pure and clean.

Smirnoff have continued to grow due to their loyal customers always coming back and buying their products.

Smirnoff Vodka is shown as a product for an occasion, the product is only ever advertised in social groups.

DemographicSmirnoff Vodka aims their products towards people aged 18+

They promote their products through TV adverts, in these adverts there is a mix of men and women.

The age range in these adverts is people in their early 20s

In their adverts you can see they do not target a certain ethnic background.

ProductSmirnoff red label vodka is by far the most popular vodka sold by Smirnoff.

Smirnoff is a well known product which is highly trusted.

Smirnoff do not limit their selves, they also sell flavoured vodka.

PriceSmirnoff red label vodka varies from price depending on the size of the bottle. Prices range from £8 - £20

35 cl - £8.50

50 cl - £11

70 cl - £15.50

1 litre - £18

(prices taken from Asda website)

PlaceSmirnoff Vodka can be found in all major supermarkets and also convenience stores.

You can also find Smirnoff Vodka online and have it delivered to your home address.

Being able to buy Smirnoff Vodka online expands their range of customers.

PromotionSmirnoff Vodka promotes their products by having their nightlife exchange programmes.

This consists of Smirnoff hiring a venue for the night and throwing a massive party.

The party is for guests with tickets only.

The majority of the tickets are sold through social media websites.

Smirnoff Vodka also have promotions going on in stores.

ConclusionSmirnoff Vodka was founded by Pyotr Smirnov.

Smirnoff red label vodka is the most popular vodka sold by Smirnoff.

Prices range from £8-20.

Smirnoff Vodka can be found in all major supermarkets.

Smirnoff promote their products through their nightlife exchange programme.

Smirnoff Vodka is branded as the number one vodka.

Smirnoff Vodka do not aim their product at a specific target market.

Sources

• http://en.wikipedia.org/wiki/Smirnoff

• http://www.smirnoff.com/en-gb/main/globalnightlife.aspx

• http://groceries.asda.com/asda-estore/catalog/sectionpagecontainer.jsp?departmentid=1214921923747

Any questions?