Madison Bell Rebecca Borrego Mo Camacho Michelle Long.
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Transcript of Madison Bell Rebecca Borrego Mo Camacho Michelle Long.
Madison BellRebecca Borrego
Mo CamachoMichelle Long
History • Founded in Moscow by Pyotr Arsenievich Smirnov in 1860
• First to utilize newspaper ads along with charitable contributions to the clergy to stifle anti-vodka sermons
• First advertised in the Russian army stores
• Stood for rebellion, as it was the only vodka outside of Russia
• Today stands for adventure, perfection, thrill, and being unusual
Situation AnalysisStrengths• Distinct label and bottle • Variety of mixed drinks and flavours• Internationally known• One of the original vodkas from Russia, the
country where vodka was created• Brand loyal customer base• Number one provider of vodka in the world• Product placement in movies (James Bond)• Leading brand internationally
Weaknesses• Reputation for being “cheap”• Having a strong Russian history
could give off an "old" appeal• Positions itself to mostly a
younger more ‘adventurous’ crowd may decrease market share.
• In the U.S., Vodka is usually drunk in a cocktail not by itself which decreases potential sales.
Opportunities• Build upon Smirnoff’s strong global brand
recognition• Emphasizing on Russian heritage as a
differentiator• Having a true interesting history which
mirrors the ‘adventurous’ positioning of the brand will help them differentiate from other brands
Threats• Absolut Vodka and several other new
competitors target same consumer base• Increasing amounts of ‘fantasy’
advertising in Vodka (e.g. Absolut)• High-end ‘sophisticated’ brands
competing with ‘intelligent’ positioning.• Losing brand loyalty due to competing
brands becoming trendier.
Competitive Map
Effen
Sky
Stoli
Absolut
Smirnoff
Grey Goose
Ciroc
Pinnacle
Three Olives
Social Drinker
Classic Design
Up & Coming
Individualistic Drinker
Brand Personality
Positioning Statement
To the vodka-drinking free spirited professionals, Smirnoff is the original brand that combines street-smarts with sophistication
Brand Message Strategy MapAdvertising Objective: To make Smirnoff the obvious choice for hardworking business people.
Core Target Profile: The 25-35 year old street-smart road warrior businessperson; after work.
THINK NOW/
DO NOW
DIFFERENTIATING
PROPOSITION
THINK IN FUTURE/
DO IN FUTURE
I heard Smirnoff is cheap so I would rather drink anything else.
Smirnoff: tough, original, expert, street-smart.
Smirnoff drinkers are my kind of folk.
In my heart, I am really Russian… and Smirnoff’s my vodka.
SUPPORTThe original Russian branded vodka.
TONE & MANNERExpert, original, number 1, Russian.
MANDATORIES
Introduction2 Magazine Advertisements
2 Virtual Advertisements
Campaign Theme
• ‘Cold hands, Warm soul’
• Russian history of Smirnoff is also found at the core of each of each Smirnoff drinker
• Even with a calloused exterior they will always have a warm soul.
Creative idea #1
Creative idea #2
Creative idea #3
Promotion Ideas
• Idea #1: Build Brand Equity– “Hot and Cold” situation/ foundation– Directed toward Facebook or Twitter – Example: The Icelandic volcanic eruption that occurred on May
22, 2011
• Idea #2: Purchase Interest into Actual Sales– Look for code under the cap– Visit Smirnoff website and type in the code to find out if they
are a winner– The winner will receive an all-inclusive round-trip for two to St.
Petersburg, Russia
This is not a weapon so don’t use it as one.
Drink responsibly.