Executive Summary

Smirnoff has always been a brand focused on having a good time. In keeping
with this theme, the brand will bring consumers the ultimate party based on their
own recommendations. The goal is to harness distinct nightlives from cities all
over the country, including different types of dance, drinks, fashion, music, and
atmosphere. This campaign will focus heavily on an online presence, capturing
what fans are all about from different areas of the United States. This will be the
first big campaign for Smirnoff since 2010, and will stray away from traditional
advertising such as for the specific products of the brand, and will focus more on
the big event.

Smirnoff is the number one vodka brand in the United States, with a 10.9% dollar
share over the number two vodka brand which is Absolut. From the MRI data
given, the demographics of people that drank the most Smirnoff in the past 6
months are American Indian or Alaska Native, ages 18-49, with a HHI of
$75,000-$149,999, live in the North East region, have attended college, have
never been married, with sales and office occupations.
The goal for this campaign is to use traditional media; radio, television, out of
home, and a heavy emphasis on Internet because of the nature of the campaign.
The heavy months will be in January, March, April, May, June, July, August, and
December with a reach of . The remaining months of February, September,
October, and November will be lesser with a reach of 2/60.
This campaign will bring to life what Smirnoff has always labeled their brand, and
bring a good time to their consumers. Using a heavy online influence will allow
content to be spread easily by those participating in the event physically as well
as with their input to the content of the party.

Table of Contents
Situation Analysis

Marketing Objectives
Media Strategies
Tactical Recommendations
Media Flow Chart
Budget Summary

Media Situation Analysis for fiscal 2016

Marketing Objectives
2

The objective is the keep Smirnoff the No. 1 vodka in the US. We want
to take a fresh point of view that highlights the brands positioning
as great quality vodka for the masses.

Competition
Absolut Vodka was introduced to the US in 1979, originally from
Sweden. It was the first fancy vodka to teach people to spend $20
on a bottle of booze with no flavor. It was also the first brand that
started to hire famous artist to interpret the bottle as a print ad.
Grey Goose is vodka that was started in France and debuted in
the US in 1997. It is made from French wheat, then is distilled in
the Cognac region, and purified through Champagne limestone.
Svedka is another Swedish vodka and was introduced to the US in
1999. This vodka provides Swedish quality, premium style and
outrageous value. It has also been called the JetBlue of vodkas.
Elit was brought to the US in 2005 and was originally from
Russia. It is different from the others that are listed as it costs $60
a bottle. It is 50 times more slowly distilled than usual vodkas.

Creative History
Smirnoff has always been a brand based on the concept of having a
good time, as many alcohol companies are. In the past they have used
a guerilla type approach at getting people involved with the brand; this
includes a digital contest in which they asked consumers to submit

songs for a house party playlist. For incentive, the prizes for the best
playlist included epic house parties in the winners hometown.
Smirnoff has also used social media in their campaign Nightlife
Exchange Project. This campaign mostly utilized social media and
outdoors. Recently the brand has gone back to using TV
advertisements, seeing that it has great reach potential.
Smirnoffs bottles have remained, for the most part, consistent
throughout the years. The crown and draped look has been on the
traditional vodka bottle since they first began in the 1860s. Today,
they still have the traditional vodka along with flavored liquors, these
include green apple, pomegranate, raspberry, root

beer float, and

whipped cream. In the past the brand has

emphasized the benefit of liquor with no
taste, and now with different flavors,
women are a large target market.

Consumer
Demographics
From the MRI data given, the demographics of people that have drank
the most Smirnoff in the past 6 months are American Indian or Alaska
Native, ages 18-49, with a HHI of $75,000-$149,999, live in the North
East region, have attended college, have never been married, with
sales and office occupations.
Psychographics

Geography
The campaign will be take place all across the US, more specifically the
North East region and county A sized cities such as Chicago, Los
Angeles, New York, Atlanta, and Houston. Also, the campaign will be
both spot and national advertising in order to maximize our advertising
efforts.

Timing:

12 month campaign
May, June, July, August, March, April, December heavier and
January, February, September, October, November less
Increase by at least10% in heavy months

Media Mix
-Include mass media
-Include new media
-Nightlife Exchange Project
ADD A SHORT SUMMARY TALKING ABOUT THE PROBLEM
PUT IN THE MRI DATA THAT WE USED

Media Objectives for fiscal 2016

Target Audience
Primary media buys need to be targeted to teens and young adults
ages 18-24 with a secondary audience of 18-49.

Rational
This is what was given in the MRI data. This age group showed a
significantly higher index number, and the secondary audience of 1849 gave us a high enough index number to target them as well.

Geography
Choose media in the US that is both spot and national advertising, but
more specifically focused on the North East region and county A sized
cities such as Chicago, Los Angeles, New York, Atlanta, and Houston.
Increase by at least 10%

Rational
This advertising campaign is to be kept in the US and focused more
heavily on the specific regions. The North East and cities listed above
have taken a greater interest in the Smirnoff brand and in order to
maximize our advertising abilities we need to focus more heavily on
the areas that are contributing more to the company.

Budget
The goal for the next year is to insure that Smirnoff stays the No. 1
vodka brand in the US for teens and young adults with $19,000,000
during fiscal 2016.

Rational
The budget is very specific and set for the specific media for fiscal
2016.

Scheduling/Timing
Advertising is to be scheduled as a pulsed media pattern throughout all
twelve months of fiscal 2016, but with heavier advertising in the
summer months of May, June, July, and August, as well as March, April,
and December.

Rational
In order to keep Smirnoff the No. 1 vodka brand there needs to be
advertisements running year round. However, the heavier months,
May, June, July, August, March, April, and December, need more
advertising due to the activities that take place during the time period
during the summer months.

Reach/Frequency
Schedule media to attain a reach and frequency level of 60/2.3 in the
lower months, January, February, September, October, November, and
a reach and frequency level of 65/3 in the higher months May, June,
July, August, March, April, and December.

Rational

Sales Promotions
Promote the company buy going and sponsoring different events.
Smirnoffs Nightlife Exchange Project was a complete success and
was an effective and efficient way to advertise the brand while also
having the consumers enjoys it at the event.

Rational
A large part of the brands image is promoting a good time, and using
this sales tactic will enable us to take advantage of that. By having the
Nightlife Exchange Project consumers are able to directly effect the
way that the company will be advertising.

TACTICS ARE SPECIFIC VEHICLES (go through the MRI data and find
some)
PUT OSTROW MODEL IN THE APPENDIX
PUT STORIES IN THE APPENDIX
USE VISUALS AND GRAPHICS

Tactical Recommendations
Television
Radio
Out of Home
Internet

Monthly Budget
January
8%

Feburary

8%

5%

March

5%

April

5%

8%

May
June

6%

July
8%

August
September

12%

October
12%

November
December

12%
12%

10