Smirnoff vodka

• Main Authors: Abaya, Mei, Carpio, DanDan, Pabalan, Jaime Miguel G., Pilar, Chen
• Format: text
• Published: Animo Repository 2017
• Subjects: Alcoholic beverages—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/9347
• Institution: De La Salle University

Smirnoff is one of the flagship brands of Diageo, a multinational alcoholic beverages company based in England. With the hopes of penetrating the Philippine market, Smirnoff is currently behind top-players that are mostly local brands that are cheaper and more popular. The main objectives of this study are to increase sales volume of Smirnoff vodka, stimulate product trial and gain trade support from big to independent grocery chains. The target market of Smirnoff is leaning towards millennials who are digital-savvy. Thus, advertising budget will be allocated solely for digital together with three sales promotions for the whole year. Main key performance indicators that the brand team will closely observe monthly are sales volume and brand awareness especially through digital channels. These KPIs will be used to measure if marketing objectives are achieved by end of year.