Smirnoff Brand Positioning

Brand Identity Prism of Smirnoff

· The Brand Core

Smirnoff core consumers support an active social life after work or study time, during week-ends. It could be special event or usual party activity. People gather in mixed groups and enjoy live.

· The Brand Style

Smirnoff, like people who have party all over the world in a company of the brand, is assumed as trendy, smart, knowledgeable, Internet is an integral part of lifestyle. It is aware of international trends. It is easy-going, stylish, fashionable. It comes to people’s life easily and bring happiness and a sense of holiday and liberation of everyday duties.

· The Brand Theme

The main massage, which Smirnoff gives to the customers, is a call to get together and have fun, free their minds and be apart of usual life. Whereas he provides idea of being intelligence, trendy, easygoing.

Based on information from research people go out from one to two times a week and they drink alcoholic drinks. From 100% of respondents 22% prefer wine but in the same time, vodka takes 11% of preferences. On the third place of popularity is beer.

More than 90% assume that vodka is a prevalent drink in France and about 70% of respondents highlight Smirnoff is the most popular vodka brand. According to research, a customer chooses quality of the vodka, when he/she buys it, then brand and price.

I can conclude, that vodka Smirnoff is a wide spread spirit along with wine. Smirnoff Brand values for respondents are first of all libration. Everybody wants to break routine and get relieved from daily life. Secondly it is boldness – people assume spirit drink with red logotype like something what challenges, call to follow it and succeed. On the third is versatility. Depends on occasion, mood, company and many other circumstances Smirnoff can be different. It can take various personalities from tough man to sometimes flirting woman in red short dress. It also may be like pure drink as well as in various cocktails. People may share it in club, dancing, charting, listening to music, or at a home party, or on the business event.

All this diversity but in the same time simplicity and accessibility let Smirnoff be close to the people, to be more understandable and desirable. Though, sometimes there is a risk to confused the previous emotions and experience with other brands. One of the main competitor is Absolut Vodka, which along with Smirnoff one of the well-known spirits brand.

However, Smirnoff is a global brand and people all over the world know and love it. Smirnoff makes not only advertising campaigns, but also special events, sponsorships, etc. People estimate Smirnoff and and it reciprocates.