PA U L I N A JA S W I E CM K 5 2 6 S T R A T E G I C B R A N D C R E A T I O N & M A N A G E M E N T

THE VODKA CHALLENGE

COMPANY HISTORY

SKYY• 1992 Maurice Kanbar• Campari (American Division) • Milan Italy• Outsourced to the US (San Jose, CA) • Ingredient: Grain Vodka• International Competitions:

• Silver Medal $$• Better Product

Smirnoff• 1860 Pyotr Smirnov • Diageo (UK company)• Moscow, Russian • Produced in UK• Ingredient: Gain Vodka• Awarded:

• buyer choice $• Popular Choice

DESIGN

SKYY

Slogan“Look to the Skyy”

LogoClean Simple ‘Clear’

SymbolColor & Font

Smirnoff

Slogan“There’s vodka & then there’s Smirnoff. Clearly Smirnoff”

LogoClassic

SymbolTraditional to Contemporary

POSITIONING & MARKETING

Marketing Activates• Target: Martini Drinkers• ‘Sophisticated Drinkers’• Promotion• Events- bartender competition • Education: etiquette, mixology

• Sex AppealOpportunities Open MarketChannel Events Events

Marketing Activates• Target: Mixed Drinks Drinkers• All vodka drinkers• Promotion- • Celeb Endorsements• College promo’s

• A good time sell’s itself (humor) Opportunities Appeal to the classier crowd Channel Media & All Social Media

POSITIONING & MARKETING

POSITIONING & MARKETING

Image

Brand Relationship

Brand Response

Awareness

SCORECARD

Criteria

‘Brand..’

SKYY SMIRNOFF

Likeability 4 5

Memorability 5 1

Color/Logo 2 4

Performance 5 2

Depth 3 5

Reasons

$ Price Tag(People in target market look for deals)

$ Perception(Image is everything)

$ More classic(Modern association= student)

$ Distillery Craftsmanship (Quality)

$ More classic(Recall & Recognition)

Q&A