Smirnoff Hangover Ready

meal
MK0273

Red Team

Kimberli Kranz, Lars Schimmer, Elizabeth Ely, Kim thoa

 Aim and Objectives
• Our aim is to present a new brand extension for
Smirnoff.

Objectives

1. Brief Description of Smirnoff and Hangover

Ready meal.
2. An analysis of our target market.
3. A brief overview of the price and distribution of
our product.
 Original Brand: Smirnoff
• Founded in Moscow in the 1860’s.
• Owned and produced by London based company
Diageo.
• Range of Vodka infused beverages.
• Sold in 130 countries worldwide.
• Known for its 7 step distillation.
• “The World’s Best Selling Vodka” (NY Times)
 Anti-Hangover meal
• Wouldn’t it be great if you hang over was gone by eating
a simple meal?
 Anti-Hangover meal
• Wouldn’t it be great if you hang over was gone by eating
a simple meal?

• Smirnoff Anti-Hangover meal

 Anti-Hangover meal
• Wouldn’t it be great if you hang over was gone by eating
a simple meal?

• Smirnoff Anti-Hangover meal

• Mixed with hot milk

 Motives for this Extension
• Demand: people hate hangovers, 1.260.000 Google-hits

• Brand Purpose: Industrie, Smirnoff solved with Smirnoff

• Social Resposibility: They care about their customers

 Why will this be a succes?
• Demand: people hate hangovers, 1.260.000 Google-hits

• Smirnoff’s position: Credibility, B2B, combination

packages

• Marketing campaign: Television ads, ads

on university’s etc.
 Target Market
• Ages 18-25
• Students
• Young Adults
“Vodka is a drink that appeals to young adult
drinkers, partly because of its versatile character.
It has benefited from its lack of association with, or
limitation to, any one particular mixer, meaning
that the different possibilities of consumption are
multiplied.”
Price
Place
 References
Company Profiles (2011), Smirnoff Vodka: Brand Profile. Available from:
http://www.adbrands.net/uk/smirnoff_uk.htm [Accessed: March 29, 2011].

Smirnoff (2011) History Available from: https://www.smirnoff.com/index.aspx?LangType=2057

[Accessed: March 29, 2011].

Raspiazu, 2008. Case Study: Smirnoff Vodka Available at: http

://www.oppapers.com/essays/Case-Study-Smirnoff-Vodka/180312 [Accessed March 27, 2011].

Douglas West, John Ford, and Essam Ibrahim (2006) Strategic marketing: creating competitor
advantage. New York: Oxford university Press Inc.

Paul Fifield (2007) Marketing strategy: the difference between marketing and markets. 3rd edn.
Oxford: Elserviser Ltd.

http://bgnentrepreneur.net/large-investors-threaten-to-shun-ocado-ipo-over-valuation-fears

http://www.bitterwallet.com/every-little-helps-unless-tesco-throw-it-away-then-its-theft/40521