CirocBy: Kim Halegua, Evan Cullen, Nate Linger, Antonio Chabrier

Background on Ciroc

Ciroc is an ultra-premium vodka that is produced and distributed by a company called Diageo, launched in 2003.

Diageo is the worlds largest producer of spirits and eighth largest listing on the London Stock Exchange.

In addition to Ciroc, Diageo has also distributed other popular alcohols such as Johnny Walker, Smirnoff, and Ketel One.

Diageo claims that Ciroc is distinguished from other vodkas by the fact that they derive it from grapes, rather than using corn, rye, wheat, or potatoes.

When the brand was first released, it was met with decent sales. However, once the company forged a partnership with rapper Sean “P. Diddy” Combs, sales increased dramatically.

Environmental Influences Pop culture serves to be the most important and apparent

environmental influence when it comes to analyzing Ciroc marketing strategies.

By acquiring Sean “P. Diddy” Combs as a brand ambassador, Ciroc is a product that reaches out to a younger demographic.

Ciroc uses promotional advertisements such as music videos to create the idea that their vodka is high class and luxurious.

College students are reported to have viewed the product as high class, while also enjoying the taste of it.

On the other hand, some college students reported that they viewed Ciroc as pretentious, and that because of this they stray from drinking it and prefer a more moderately priced liquor.

Situational Influences Recent purchasers of the product reported that when buying

Ciroc, they were buying it with a certain special occasion in mind.

Some examples of special occasions included birthday celebrations and friends coming to visit.

It was stated that Ciroc was viewed as more of a celebratory drink, primarily because of it’s expense.

College students again reported that indulging in Ciroc was not a luxury they could afford on a regular basis, therefore making the vodka more of a treat or gift as opposed to a regularly used product.

Comparatively, the older demographic reported that they had not ever heard of Ciroc, claiming that it is more of a “fad” drink, as it is marketed alongside rappers that will come and go.

Example of Ciroc Being Used for A Special Occasion

Individual DifferencesOne example of how differentiations can influence

purchases comes in the shape of varying resources among consumers.

Ciroc is priced at approximately $30 for a 750 ml bottle. This is a relatively high price liquor. Compared to other popular vodka such as Ketel One, for $25, and Smirnoff, for $20.

As stated before, Ciroc is marketed as a high class vodka brand, and its price is used to reflect that image. This is a benefit for consumers who wish to appear wealthy, but limiting for those that are on a budget.

In addition to price, Ciroc is indeed an alcohol, so it can only be marketed to those over the age of 21.

Consumer MotivationMotivation is known as the reason for behavior,

and is meant to satisfy one or two specific needs. The need that best explains why a consumer may

choose to purchase Ciroc falls under the Self-Esteem portion of Maslow’s Hierarchy of Needs.

The Self-Esteem portion describes a desire for status, superiority, prestige, and self-respect.

An example of this can be shown with the first sentence on the Ciroc website, stating “Welcome to the world of Ciroc – here the jet-set mingle with stylish sophisticates in the hotspots where the next-generation luxury comes alive.”

Degree of Knowledge Among Consumers

Customer reviews of the vodka exemplify differing interests and knowledge about Ciroc.

Those that drink a vast array of vodka on a semi-regular basis, better known as “vodka connoisseurs”, used adjectives such as “very bright”, “crisp”, or “smooth”.

Those that were not as educated only stated opinions such as “new fave” or “one good vodka”.

While those more educated praise the taste of Ciroc, those less educated simply focused on the good time they had while drinking Ciroc.

Celebrity Influence Once Sean Combs was signed onto work with Ciroc in 2007,

major changes occurred in sales. Ciroc sales jumped to $8.8 million in 2011, and the vodka

earned itself the #2 spot on the list of top-selling ultra-premium vodkas.

With the help of Sean Combs’ marketing team, The Blue Flame Agency, Ciroc became a lifestyle brand as opposed to simply a vodka.

Ciroc utilizes many different media outlets such as viral video campaigns, social networking sites, billboards, and sponsored events.

As stated prior, Ciroc targets a younger demographic known as “the young hip-hop generation”.

Making use of an influential celebrity resources allows marketers to attract attention and create a brand image and personality.

Consumer Decision Process Consumers generally purchase Ciroc, and liquor in general,

on a nominal decision making process. Consumers either purchase because they don’t put much

thought into the purchase, they are brand loyal or because they have consistently made the purchase before, and they haven’t been confronted with a better alternative.

The process of purchasing any vodka is highly dependent on the internal perception of the vodka by each consumer. If a consumer perceives vodka as simply something they consume then they will go with the cheapest easiest choice.

However, with Ciroc vodka there are at least some decisions being made because of its commercial and social success.

The limited decision making used when purchasing Ciroc usually involves two main things. One, Ciroc is one of the world’s best known premium vodkas and two, the social perception and quality of the vodka is very high.

Consumer Decision Process (Continued)

Ciroc relies heavily on how the consumer perceives the product.

Because of this perception, Ciroc ensures a lot of its sales simply because when people think of high quality vodka, one of the first ones that come to mind is Ciroc. So when they go to the liquor store to purchase vodka and see Ciroc on the shelf they are much more likely to purchase it.

The way Ciroc instills this mindset is by its extensive commercial marketing campaigns and its WOM (word of mouth) social prominence.

One of their marketing campaigns in 2011 titled “Luck Be a Lady” featured well-dressed celebrities having an amazing time in Las Vegas while drinking Ciroc.

By marketing its vodkas as drinks to celebrate with, they are able to suggest to their consumers that by purchasing Ciroc they will be able to reach a desired state of celebration unmatched by other drinks.

“Luck Be A Lady” Ciroc Commercial https://www.youtube.com/watch?v=iVMjRJJrQqY

The End. Thank You!