Jamie Dowling, Madison Layman, Katharine Sucher, Maddie Weisblatt & Kate Zhukova
AGENDA: 1. 2. 3. 4. 5. 6.
Introduction Positioning Target Market Marketing Mix Budget Evaluation
SMIRNOFF OVERVIEW ● ● ● ● ●
Entered US market in 1933 Owned by Diageo #1 spirit market share in US Cost leadership Over 31 distinct flavors
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POSITIONING
POSITIONING
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Cost Leadership Established Brand
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Outdated
Saturated Market
MORE EXPENSIVE
MORE INNOVATIVE
LESS INNOVATIVE
LESS EXPENSIVE
SMIRNOFF SmartShot: ● ● ● ● ●
Vacuum Seal Anti-bacterial top Plastic bottle 750 and 375 mL Plain and the top four flavors
BOTTLE DESIGN
GOALS: 1. Within six months of launch, gain 75,000 net social media followers on two new social media platforms. 2. Within 12 months of launch, increase units sold by 10% within the target city. 3. Within 12 months of launch, be seen as more innovative than at least one of our competitors.
TARGET MARKET
PARTIERS
PARTIERS:
MARKETING MIX
PLACE: ● Southern Wine and Spirits ● Point-of-purchase displays ● Established shelf space ● Using pre-existing supply chain
PRICE: ● Maintain Current Prices ○
Cost Leadership
● Pricing Considerations: ○
Research and Development, Production, Plastic vs. Glass
● Artificial market penetration ○
“Save $1 Now” coupon
PROMOTION: New Year’s Launch Party ● Launch party on New Year’s Eve 2015 at LIV Nightclub in Miami ● Trendsetters, celebrity guests, and Smirnoff fans
PROMOTION: Party at Your Place ● Fans can win a SmartShot party hosted by Smirnoff in their own backyard ● To enter, follow all Smirnoff social media via online form
PROMOTION: Existing Social Media
#SmartShot
PROMOTION: Spotify ● Smirnoff USA ● Standard and event-specific playlists ● Video Ads Over 50 million active accounts
PROMOTION: Snapchat ● Smirnoff USA ● Publicize Smirnoff events and promotions Over 30 million active accounts
EVALUATION METRICS: 1. Track net social media followers on Spotify and SnapChat. 2. Track units sold through Southern Wine and Spirits. 3. Distribute online survey using Miami IP addresses and track responses.
BUDGET: ● Advertising: $2,840,000 ○
Mobile, Digital/Social
● Research and Development: $1,010,000 ○
Prototype, Focus Groups, Survey, Trademark/Copyright
● Public Relations: $630,000 ○
Feedback & Adjustment, Media Relations, Pre-Launch and Launch Event, Awards
TOTAL: $4,480,000
FUTURE PLANS: ● Expand to other locations ○
Las Vegas, Los Angeles, Chicago, Boston
● Expand to other Diageo-owned spirit brands ○
Ciroc, Captain Morgan, Don Julio, Johnnie Walker
WHY SMARTSHOT? “Some people say, ‘Give the customers what they want.’ But...our job is to figure out what they’re going to want before they do” - Steve Jobs
Questions?
REFERENCES