Smirnoff Marketing Strategy
“Go to Market” Strategy
Index
1. Mission Statement 2
2. Product 3
3. SWOT Analysis 4 Strengths 5 Weaknesses 5 Opportunities 5 Threats 5
4. Competition 6 Ad Comparison: Smirnoff vs. Absolut 7 Smirnoff Vodka 8 Popularity 9
5. Market Research 10 Target Market 10 Focus Group and Blind Taste testing 13
6. Marketing Strategies 15
Table of Figures 16
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
Index
1. Mission Statement 2
2. Product 3
3. SWOT Analysis 4 Strengths 5 Weaknesses 5 Opportunities 5 Threats 5
4. Competition 6 Ad Comparison: Smirnoff vs. Absolut 7 Smirnoff Vodka 8 Popularity 9
5. Market Research 10 Target Market 10 Focus Group and Blind Taste testing 13
6. Marketing Strategies 15
Table of Figures 16
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