0
Shahd Aloufey
Mohammad Bokari
Lujia Chen
Kimberly Lindquist
Alex Molina
Introduction
Launched November 2011
Attempting to be an innovator in a
rapidly growing segment of market
Leveraged cele...
Company Background
 Established in 1997
 Markets 17 of the top 100 premium distilled
spirit brands
 Leading premium spi...
Company Background
North American market
Offices in 80 countries and 106
production facilities
25,000 employees worldwi...
Campaign Example
 https://www.youtube.com/watch?v=kIxYmdxo4UA
Campaign Example
Campaign’s Objective
Standing Out Strongly in the Flavored
Vodkas Market.
Rise the Awareness About Smirnoff’s
Innovation...
The Targeted Audience
Primary Target: Women.
Men, Why not? … Secondary Target.
Who are they?
Bachelorette Parties.
Gu...
Why Amber Rose?
Vibrant Celebrity.
Aspired Example for the Targeted Age
Group.
The concept of the Two Sides (Sassy &
Sw...
What About The Numbers?
Leading Position in Flavored Vodkas in
2011.
Whipped Cream Smirnoff Vodka is the
3rd Largest Fla...
Negative Criticism
Overall Assessment &
Conclusion
Small Campaign with Impact in a
Rapidly Growing Segment
Marketing Brilliance Award for
"...
Upcoming SlideShare
Loading in...5
×

Smirnoff IMC Campaign

468

Published on

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
468
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
16
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • http://www.joshuawells.com/portfolio/smirnoff-whipped-and-fluffed/
  • http://laurajul.dk/wp-content/uploads/2011/12/New-Smirnoff-Fluffed-Marshmallow-and-Whipped-Cream-Flavored-Vodkas_1.png
    http://laurajul.dk/wp-content/uploads/2011/12/New-Smirnoff-Fluffed-Marshmallow-and-Whipped-Cream-Flavored-Vodkas-2.png
    http://www.adweek.com/files/imagecache/node-detail/news_article/amber-rose-smirnoff.jpg
  • Transcript of "Smirnoff IMC Campaign "

    1. 1. Shahd Aloufey Mohammad Bokari Lujia Chen Kimberly Lindquist Alex Molina
    2. 2. Introduction Launched November 2011 Attempting to be an innovator in a rapidly growing segment of market Leveraged celebrity/socialite Amber Rose Fully integrated campaign targeted to "young" men and women
    3. 3. Company Background  Established in 1997  Markets 17 of the top 100 premium distilled spirit brands  Leading premium spirits business in the world by volume, net sales and operating profit.
    4. 4. Company Background North American market Offices in 80 countries and 106 production facilities 25,000 employees worldwide In 2012, Diageo reported 26 million cases of Smirnoff sold and a worldwide retail sales of 3.4 billions
    5. 5. Campaign Example  https://www.youtube.com/watch?v=kIxYmdxo4UA
    6. 6. Campaign Example
    7. 7. Campaign’s Objective Standing Out Strongly in the Flavored Vodkas Market. Rise the Awareness About Smirnoff’s Innovation (Whipped and Fluffed). The Two Rivals.
    8. 8. The Targeted Audience Primary Target: Women. Men, Why not? … Secondary Target. Who are they? Bachelorette Parties. Guys Night Outs. From 21-29 years old.
    9. 9. Why Amber Rose? Vibrant Celebrity. Aspired Example for the Targeted Age Group. The concept of the Two Sides (Sassy & Sweet).
    10. 10. What About The Numbers? Leading Position in Flavored Vodkas in 2011. Whipped Cream Smirnoff Vodka is the 3rd Largest Flavor. Sales For Diageo in the U.S Has Increased by 6% With the Lead to Smirnoff.
    11. 11. Negative Criticism
    12. 12. Overall Assessment & Conclusion Small Campaign with Impact in a Rapidly Growing Segment Marketing Brilliance Award for "Innovation" for Whipped and Fluffed Minor Backlash for Youth Target, with Overly Sexual Imagery Market Continued to Grow in 2012, and Smirnoff is a Known Player and Leader
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×