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Smirnoff Vodka

Content summary:
Task 1:
1-introduction…………………………………… Page 1


Task 2-
2.1- Group influences…………………………Page 2
2.2- Simulation influences………………….Page 2
2.3- Individual preferences………………..Page 2
2.4- Decision making process…………….Page 2
2.5- Extension strategies…………………...Page 3


Task 3-
3.1- The Marketing mix……………………..Page 3
3.2-Place…………………………………………..Page 3
3.3-Price……………………………………………Page 4
3.4-Promotion……………………………….….Page 4
3.5-Product…………………………………….…Page 5
3.6-Conclusion……………………………….….Page 5
Bibliography-………………………………..……Page 6



1-Intoduction:
Smirnoff VODKA is the largest vodka brand in the world. The taste can be described as pure, clean and ultra-smooth, they achieve this by distilling there vodka 3 times. (Smirnoff/2014) Pyotr Smirnov founded Smirnoff Vodka in 1860, it became the official vodka of the Russian Imperial Court in 1866. When Pyotr's died in 1910, his successor, Vladimir Smirnov, acquired the distillery but was forced to leave Russia during the revolution. (Food answers/2014) The length of time in which the product has been existent reflects the brands popularity within its target audience of 18-30+ as people older than 30 are usually married and starting families so the drinking and partying slows. Smirnoff united its position as the leading brand in the market, with sales just above £400 million for the first time in 2012/13, giving the brand a 20% share. (Mintel/2014) Smirnoff is distributed and marketed in 130 countries by the owner, Diageo who owns the Company he also distributes for Guinness, Bailey's and Tanqueray. Smirnoff offers about 22 different varieties and flavours including the following; Smirnoff 21;Smirnoff Ice; Smirnoff Spin and Smirnoff Caipiroska. Smirnoff 21 with the red label is the most popular. (Smirnoff/ 2014)






The decision to buy Smirnoff vodka can be influenced by the following factors shown in the chart below:

2.1-Group influences:
Smirnoff vodka is a...

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