1. Smirnoff Vodka Research By Imaani Bailey

2. INTRO TO SMIRNOFF Smirnoff is owned and produced by British company Diageo, however it founded is Moscow in 1860s by Pyotr Smirnov. It is distributed in 130 countries. Smirnoff sold 26.1 million 9-litre cases last year. Smirnoff has many competitors. Glenn’s, Absolut, Chekov, Red Square, Russian Standard and Vladivar. Smirnoff's main competitor is classed as Glens. However Glenn’s is viewed as a cheaper version of Smirnoff consumed by underage drinkers.

3. ABOUT SMIRNOFF Smirnoff vodka is known as one of the most premium vodkas in the world (Impact Databank 2014). It is also mentioned in the report as “one of the most recognisable spirits brands”. Smirnoff was ranked #90 on the 2014 “Best Global Brands” list. Smirnoff have a range of products. I decided to see the most well known and unusual forms of Smirnoff Vodka. SMIRNOFF Smirnoff Pre Mixed Smirnoff No.21 Smirnoff Blue Label Smirnoff Gold Smirnoff Twisted V Smirnoff Ice

4. SUCCESS OF SMIRNOFF Being sold in many countries worldwide, with an overall lead enhanced by the fact that, for almost 30 years after the Second World War, it was virtually the only vodka available for purchase outside communist Russia. The more ‘ready to drink’ Smirnoff Ice was also a huge success. During 2004, sales of Smirnoff Ice and other "alcopops" were threatened by a Europe-wide crackdown on underage drinking. February 2006, after many legal battles, Diageo agreed to settle its long-running dispute with Smirnov. The group paid around $50m to acquire a 75% in the Russian distributor of Smirnov, which also took over local marketing of the Smirnoff brand.

5. TARGT AUDIENCE Smirnoff's general audience is fairly confused however typically is a female who loves partying. The age can range from 18-35 although Smirnoff Ice is usually consumed by underage drinkers as it is of a lesser percentage. By the usual consumer of Smirnoff it could be drank partying while in a club environment or a ‘girls night in’. For a fun loving socialite vodka is the go to drink and is affordable.

6. SMIRNOFF CAMPAIGNS Smirnoff Vodka have done various ad/promotion campaigns. In recent times they created a ‘Mind Tunes’ campaign which enabled severely disabled people to create music via their brain. This campaign not only reached a new audience and promote Smirnoff but also a charity which helps those in need. Link: https://www.youtube.com/watch?v=PgfxKZiSCDQ

7. PREVIOUS ADVERTS