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Smirnoff HangoverSmirnoff Hangover

Ready mealReady mealMK0273MK0273

Red TeamRed Team

Kimberli Kranz, Lars Schimmer, Elizabeth Ely, Kim thoaKimberli Kranz, Lars Schimmer, Elizabeth Ely, Kim thoa

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Aim and ObjectivesAim and Objectives�� Our aim is to present a new brand extension for Our aim is to present a new brand extension for 

Smirnoff.Smirnoff.

ObjectivesObjectives

1.1. Brief Description of Smirnoff and Hangover Brief Description of Smirnoff and Hangover 

Ready meal.Ready meal.

2.2. An analysis of ou

r target market.An analysis of ou

r target market.3.3. A brief overview of the price and distributionA brief overview of the price and distribution

of our product.of our product.

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Original Brand:Original Brand:

SmirnoffSmirnoff

�� Founded in Moscow in the 1860·s.Founded in Moscow in the 1860·s.

�� Owned and produced by London basedOwned and produced by London based

company Diageo.company Diageo.�� Range of Vodka inf used beverages.Range of Vodka inf used beverages.

�� Sold in 130 countries worldwide.Sold in 130 countries worldwide.

�� Known for its 7 step distillation.Known for its 7 step distillation.

�� ´The World·s Best Selling Vodkaµ (NY Times)´The World·s Best Selling Vodkaµ (NY Times)

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AntiAnti--Hangover mealHangover meal

�� Wouldn·t it be great if you hang over was gone byWouldn·t it be great if you hang over was gone by

eating a simple meal?eating a simple meal?

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AntiAnti--Hangover mealHangover meal

�� Wouldn·t it be great if you hang over was gone byWouldn·t it be great if you hang over was gone by

eating a simple meal?eating a simple meal?

�� Smirnoff AntiSmirnoff Anti--Hangover mealHangover meal

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AntiAnti--Hangover mealHangover meal

�� Wouldn·t it be great if you hang over was gone byWouldn·t it be great if you hang over was gone by

eating a simple meal?eating a simple meal?

�� Smirnoff AntiSmirnoff Anti--Hangover mealHangover meal

�� Mixed with hot milk Mixed with hot milk 

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otives for thisMotives for this

ExtensionExtension

�� Demand:Demand: people hate hangovers, 1.260.000 Google  people hate hangovers, 1.260.000 Google--hits hits 

�� Brand Purpose:Brand Purpose: Industrie, Smirnoff solved with Smirnoff   Industrie, Smirnoff solved with Smirnoff  

�� Social Resposibility:Social Resposibility: They care about their customers They care about their customers 

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Why will this be aWhy will this be a

succes?succes?

�� Demand:Demand: people hate hangovers, 1.260.000 Google  people hate hangovers, 1.260.000 Google--hits hits 

�� Smirnoff ·s position:Smirnoff ·s position: Credibility, B2B, combinationCredibility, B2B, combination

 packages  packages 

�� Marketing campaign:Marketing campaign: Television ads, ads Television ads, ads 

on university·s etc.on university·s etc.

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Target MarketTarget Market

�� Ages 18Ages 18--2525

�� StudentsStudents

�� Young AdultsYoung Adults

´V odka´V odka is a drink that appeals to young adult drinkers,is a drink that appeals to young adult drinkers,

 partly because of its versatile character. It has benefited  partly because of its versatile character. It has benefited 

 from its lack of association with, or limitation to, any  from its lack of association with, or limitation to, any 

one particular mixer, meaning that the different one particular mixer, meaning that the different 

 possibilities of consumption are multiplied  possibilities of consumption are multiplied.µ .µ 

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PricePrice

Price

penetration£ 1.99-£4 .99 

Competitor price

Targetcustomer 

Student O

rganizationobjectiveGain market 

 share 

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PlacePlace

Intermediary

Supermarket(Tesco,

Morrison,Wal-Mart)

Regional(small) stores

/retailers

Internet(Ocado)

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ReferencesReferences

Company Profiles (2011),Company Profiles (2011), Smirnoff Vodka: Brand ProfileSmirnoff Vodka: Brand Profile. Available from:. Available from:http://http://www.adbrands.net/uk/smirnoff_uk .htmwww.adbrands.net/uk/smirnoff_uk .htm [Accessed: March 29, 2011].[Accessed: March 29, 2011].

Smirnoff (2011)Smirnoff (2011) History History  Available from: Available from:https://www.smirnoff.com/index.aspx?LangType=2057https://www.smirnoff.com/index.aspx?LangType=2057 [Accessed: March 29, 2011].[Accessed: March 29, 2011].

RaspiazuRaspiazu, 2008., 2008. Case Study: Smirnoff  V odkaCase Study: Smirnoff  V odka Available at:Available at:http://www.oppapers.com/essays/Casehttp://www.oppapers.com/essays/Case--StudyStudy--Smirnoff Smirnoff--Vodka/180312Vodka/180312[Accessed March 27, 2011].[Accessed March 27, 2011].

Douglas West, John Ford, andDouglas West, John Ford, and EssamEssam I brahim (2006)I brahim (2006) Strategic marketing: creating competitor advantage.Strategic marketing: creating competitor advantage. NewNewYork: Oxford university Press IncYork: Oxford university Press Inc..

PaulPaul FifieldFifield (2007)(2007) Marketing strategy: the difference between marketing and markets  Marketing strategy: the difference between marketing and markets . 3. 3rdrdednedn. Oxford:. Oxford: Elserviser Elserviser Ltd.Ltd.

http://bgnentrepreneur.net/largehttp://bgnentrepreneur.net/large--investorsinvestors--threatenthreaten--toto--shunshun--ocadoocado--ipoipo--over over--valuationvaluation--fearsfears

http://www.bitterwallet.com/everyhttp://www.bitterwallet.com/every--littlelittle--helpshelps--unlessunless--tescotesco--throwthrow--itit--awayaway--thenthen--itsits--theft/40521theft/40521