Essay about Smirnoff Marketing Strategy

3722 Words Sep 29th, 2012 15 Pages
“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
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The target market for Smirnoff are college students as depicted in the survey. The reason being is that people have the luxury of choosing from a wide range of flavors such as Blueberry, Citrus, Cranberry, Green Apple, Orange, Passion Fruit, Raspberry, and Vanilla.
One of the main factors in choosing a product is the price. Smirnoff falls into a category of being easily affordable. Consumers don’t have to spend a lot in purchasing Smirnoff. The price ranges anywhere from $11.95-$19.99 according to Crown Wine and Spirits.
Weaknesses
Smirnoff’s main weakness is that most people tend to prefer Absolute over Smirnoff as it has a better taste and quality. Also since many people were not drinking responsibly it became hard for Smirnoff to progress forward. The competition amongst cheaper brands makes it difficult for Smirnoff to sell its products as people like to spend less.
Opportunities
Opportunity wise Smirnoff India boosted the company’s goodwill and brand image globally and internationally. This new program organizes events, music shows and parties that attracts thousands of customers. The reality TV show “Master of the Mix” airs on television which has nearly 500,000-1 million viewers every week thus expanding Smirnoff’s market growth.
Threats
Absolute is Smirnoff’s biggest threat to success. It is also Smirnoff’s largest competitor because they both have a

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