2. Structure of Presentation
The history of Smirnoff
Market segmentations – Behavioural and Demographic
Product
Price
Place
Promotion
Conclusion
Sources
Questions?
3. The History of Smirnoff
Began with a vodka distillery
founded in Moscow in the 1860s.
Founded by Pyotr Smirnov.
Started to produce newspaper
adverts, this captured two
thirds of the Moscow market
by 1886.
Pyotr Smirnov passed away 1898.
His third son Vladimir Smirnov then
took over the company.
The company grew and
flourished to produce over 4
million cases of vodka each
year.
British company Diageo now owns
and produces Smirnoff Vodka
4. Market Segmentation –
Behavioural
Smirnoff Vodka advertise their product as being “triple distilled” and is
branded the number one vodka.
This come across to the public as
being a benefit over any other
alcohol as it is branded as being
pure and clean.
Smirnoff have continued to grow due to their loyal customers always
coming back and buying their products.
Smirnoff Vodka is shown as a product for an occasion, the
product is only ever advertised in social groups.
5. Demographic
Smirnoff Vodka aims their products
towards people aged 18+
They promote their products through
TV adverts, in these adverts there is a
mix of men and women.
The age range in these adverts is
people in their early 20s
In their adverts you can see they do not
target a certain ethnic background.
6. Product
Smirnoff red label vodka is by far
the most popular vodka sold by
Smirnoff.
Smirnoff is a well known
product which is highly trusted.
Smirnoff do not limit their
selves, they also sell flavoured
vodka.
7. Price
Smirnoff red label vodka varies from price depending on the size of the bottle.
Prices range from £8 - £20
35 cl - £8.50
50 cl - £11
70 cl - £15.50
1 litre - £18
(prices taken from Asda website)
8. Place
Smirnoff Vodka can be found in all major supermarkets and also
convenience stores.
You can also find Smirnoff
Vodka online and have it
delivered to your home
address.
Being able to buy Smirnoff Vodka online expands their range of
customers.
9. Promotion
Smirnoff Vodka promotes their products by having their nightlife exchange
programmes.
This consists of Smirnoff
hiring a venue for the night
and throwing a massive party.
The party is for guests
with tickets only.
The majority of the tickets are sold through
social media websites.
Smirnoff Vodka also have promotions
going on in stores.
10. Conclusion
Smirnoff Vodka was founded by Pyotr Smirnov.
Smirnoff red label vodka is the
most popular vodka sold by
Smirnoff.
Prices range from £8-20.
Smirnoff Vodka can be
found in all major
supermarkets.
Smirnoff promote their
products through their
nightlife exchange
programme.
Smirnoff Vodka is
branded as the number
one vodka.
Smirnoff Vodka do not aim their
product at a specific target market.
