smirnoff imc campaign
DESCRIPTION
TRANSCRIPT
![Page 1: Smirnoff IMC Campaign](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ae70daf79592f798b65d2/html5/thumbnails/1.jpg)
Shahd AloufeyMohammad Bokari
Lujia ChenKimberly Lindquist
Alex Molina
![Page 2: Smirnoff IMC Campaign](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ae70daf79592f798b65d2/html5/thumbnails/2.jpg)
Introduction
Launched November 2011Attempting to be an innovator in a
rapidly growing segment of marketLeveraged celebrity/socialite Amber
RoseFully integrated campaign targeted to
"young" men and women
![Page 3: Smirnoff IMC Campaign](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ae70daf79592f798b65d2/html5/thumbnails/3.jpg)
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.
![Page 4: Smirnoff IMC Campaign](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ae70daf79592f798b65d2/html5/thumbnails/4.jpg)
Company Background
North American marketOffices in 80 countries and 106
production facilities25,000 employees worldwideIn 2012, Diageo reported 26 million
cases of Smirnoff sold and a worldwide retail sales of 3.4 billions
![Page 5: Smirnoff IMC Campaign](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ae70daf79592f798b65d2/html5/thumbnails/5.jpg)
Campaign Example https://www.youtube.com/watch?v=kIxYmdx
o4UA&feature=youtu.be
![Page 6: Smirnoff IMC Campaign](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ae70daf79592f798b65d2/html5/thumbnails/6.jpg)
Campaign Example
![Page 7: Smirnoff IMC Campaign](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ae70daf79592f798b65d2/html5/thumbnails/7.jpg)
Campaign’s Objective
Standing Out Strongly in the Flavored Vodkas Market.
Rise the Awareness About Smirnoff’s Innovation (Whipped and Fluffed).
The Two Rivals.
![Page 8: Smirnoff IMC Campaign](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ae70daf79592f798b65d2/html5/thumbnails/8.jpg)
The Targeted Audience
Primary Target: Women.Men, Why not? … Secondary Target.Who are they?Bachelorette Parties.Guys Night Outs.From 21-29 years old.
![Page 9: Smirnoff IMC Campaign](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ae70daf79592f798b65d2/html5/thumbnails/9.jpg)
Why Amber Rose?
Vibrant Celebrity.Aspired Example for the Targeted Age
Group.The concept of the Two Sides (Sassy &
Sweet).
![Page 10: Smirnoff IMC Campaign](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ae70daf79592f798b65d2/html5/thumbnails/10.jpg)
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.
![Page 11: Smirnoff IMC Campaign](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ae70daf79592f798b65d2/html5/thumbnails/11.jpg)
Negative Criticism
![Page 12: Smirnoff IMC Campaign](https://reader033.vdocuments.mx/reader033/viewer/2022061119/546ae70daf79592f798b65d2/html5/thumbnails/12.jpg)
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