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Executive Summary Smirnoff is a brand of vodka owned and produced by the British company Diageo. The Smirnoff
brand began with a vodka distillery founded in Moscow by Pyotr Arsenievich Smirnov (1831–
1898).It has more than 10 products which are in world top 100 most selling liquor brand. Our project
is of auditing the brand health with special emphasis on the study of assessment of consumption
pattern of vodka consumers, analysis of the factors affecting their consumption, understanding the
frequency in consumption, analysis of the purchase pattern of vodka consumers and to understand the
triggers and barriers to a specific brand preference. For doing research we have used survey by
questionnaire method and data from the secondary sources like competitor‟s website and
published/unpublished sources. In later part the collected data was used for brand association
factors and brand equity of Smirnoff vodka. We have used CBBE model for one by one
analysis of different aspect of Brand management of Smirnoff Vodka. Results for different
questions are given separately with conclusions and suggestions. At the end suggestions for
proper brand management is given by us. Which can be used as strategies for increasing the
brand equity of the product.
Words:196
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Index
Topics Covered
INTRODUCTION
HISTORY
PRODUCT TIMELINE
OBJECTIVES BEHIND BRAND AUDIT
RESEARCH METHODOLOGY
DETAILS OF USERS (QUESTIONNAIRE FILLING)
PROJECT OUTLINE
BEVERAGES CONSUMPTION PATTERN
VODKA CONSUMPTION PATTERN
BRAND AWARENESS & PURCHASE PATTERN
INTERNATIONAL SCENARIO IN TERMS OF BRAND
AWARENESS
MEDIA EXPOSURE
DESIGN OF BOTTLE A POINT OF DIFFERENCE
BRAND ASSOCIATION FACTORS AND BRAND EQUITY OF
SMIRNOFF VODKA
BRAND PERSONALITY
SMIRNOFF POINTS OF DIFFERENCE: SMIRNOFF’S EDGES
OTHER FINDINGS OF RESEARCH:
BRAND ISSUES
BRAND OBJECTIVES
BRAND EVALUATION CHART OF BRAND IDENTITY
FACTORS (BY SURVEY)
LIMITATION OF AUDIT
CBBE FOR SMIRNOFF VODKA
QUESTIONNAIRE
4
A
PROJECT REPORT ON
BRAND AUDIT
OF
“SMIRNOFF VODKA”
Submitted by:
Amita Chourasia-10BSP0641 Chandan Kumar-10BSP0665
Gauri Ghatge-10BSP0681 Neha Banerjee- 10BSP0144
Under the Sincere Guidance of
Prof. Prakash Pandit
Sr.Faculty-Marketing Management
(In-Charge Brand Management-Sec-A)
2010-12
IBS Mumbai
5
INTRODUCTION
Smirnoff is a brand of vodka owned and produced by the British company Diageo. The
Smirnoff brand began with a vodka distillery founded in Moscow by Pyotr Arsenievich
Smirnov (1831–1898), the son of illiterate Russian peasants. It is now distributed in 130
countries. Smirnoff products include vodka, flavoured vodka, and malt beverages. In March
2006, Diageo North America claimed that Smirnoff vodka was the best-selling distilled spirit
brand in the world.
HISTORY
Pyotr Smirnov founded his vodka distillery in Moscow in the 1860s under the trading name
of PA Smirnoff, pioneering charcoal filtration in the 1870s, and becoming the first to utilize
newspaper ads along with charitable contributions to the clergy to stifle anti-vodka sermons,
capturing two-thirds of the Moscow market by 1886. His brand was reportedly the tsar's
favourite. When he died, he was succeeded by his third son Vladimir Smirnov (1939). The
company flourished and produced more than 4 million cases of vodka per year.
Smirnoff Black, No. 55.
In 1904 the Tsar nationalized the Russian vodka industry and Vladimir Smirnoff was forced
to sell his factory and brand. During the October Revolution of 1917, the Smirnoff family had
to flee. Vladimir Smirnov re-established the factory in 1920 in Constantinople (present day
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Istanbul). Four years later he moved to Lwów (formerly Poland, now Lviv, Ukraine) and
started to sell the vodka under the contemporary French spelling of the name, "Smirnoff".
The new product was a success and by the end of 1930 it was exported to most European
countries. An additional distillery was founded in Paris in 1925.In the 1930s Vladimir met
Rudolph Kunett, a Russian who had emigrated to America in 1920. The Kunett family had
been a supplier of spirits to Smirnoff in Moscow before the Revolution. In 1933 Vladimir
sold Kunett the right to begin producing Smirnoff vodka in North America. However, the
business in America was not as successful as Kunett had hoped. In 1938 Kunett could not
afford to pay for the necessary sales licenses, and contacted John Martin, president of
Heublein, who agreed to buy the rights to Smirnoff for the value of the distilling equipment.
His board thought he was mad. Sales were very slow until they changed the product to use
whiskey corks instead. In Kentucky sales rocketed as the distributor started marketing
Smirnoff as "white whiskey, no taste, no smell".
In 1982, the R. J. Reynolds Tobacco Company acquired Heublein Inc. for $1.4 billion dollars.
RJR Nabisco sold the division to Grand Metropolitan in 1987. Grand Metropolitan merged
with Guinness to form Diageo in 1997.
Since the 1990s
A bottle of Smirnoff Red Label vodka, No. 21.
7
In 1990, the Berlin Wall came down and Helmut Kohl did a deal with Gorbachev allowing
the reunification of Germany provided the Soviet army could remain in East Germany and be
paid by West Germany for three years. Suddenly 500,000 Soviet soldiers were paid in hard
currency and had almost nothing to do except drink. They then proceeded to spend their
currency on Marlboro cigarettes, Levi jeans and Smirnoff vodka. The US-made variety of
Smirnoff vodka was especially popular. The London office of Heublein was inundated with
orders and the Vice President, Jeremy Collis, set about exploiting this "gusher" to the fullest
extent possible. Huge in-store Smirnoff displays were set up in the Russian army stores and
the officers' messes were renamed Smirnoff Clubs. Individual messes started serving in
excess of 200 litres a night of Smirnoff. The Soviet forces became the biggest market in
Europe for Smirnoff outside the UK. Smirnoff was shipped to Germany at the rate of 20,000
bottles a day. Moskowskaya and Stolichnaya's market share in Germany dropped from 100%
to almost nothing. Seeing the popularity of Smirnoff amongst the Russian troops, Collis set
about trying to sell Smirnoff vodka directly into the USSR. The entire vodka market in the
Western world at that stage was 60 million cases (Source: M. Shanken Publications: "Impact"
1991) but the USSR market was believed to be over 200 million cases (Source:
"Impact"1991). During the 1990s one of Piotr Smirnov's descendants started producing
Smirnoff vodka in Russia, claiming to be "The Only Real Smirnov". After a number of
lawsuits, Smirnoff successfully reclaimed its trademark, while in 2006 Diageo concluded a
joint venture deal with the Smirnov company.
The Smirnoff company had the naming rights to the Smirnoff Music Centre, a concert
amphitheater in Dallas, Texas from 2000-2008. They also sponsored the Smirnoff
Underbelly, a major venue at the Edinburgh Fringe.
In the late 1990s, Smirnoff introduced a series of new products onto the UK and later the
European and North American market, which quickly became popular among young people,
especially within the club scene (See "Alcopops").
PRODUCT TIMELINE
There are two different products by the name of Smirnoff Ice. One, sold in France and the
United States, is a citrus-flavored malt beverage (5.5% ABV) with variants in "Original," and
"Triple Black." The other, sold in Europe (excluding France), Latin America, Australia and
Canada, is a premixed vodka drink. It also has variants in "Original" and "Black Ice" (or in
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some markets, "Triple Black" or "Double Black"), ranging from 4.5% in the UK, to 7% ABV
in different markets.
The Smirnoff Ice marketed in the USA does not actually contain vodka according to the
official Smirnoff website. It is more similar to beer than to vodka, primarily because it is
brewed. However outside of the USA and countries who receive US manufactured vodka it
does contain Smirnoff Vodka No. 21.
Smirnoff Ice Twisted was a spin-off of the American Smirnoff Ice that featured flavors such
as Mandarin Orange and Green Apple. The confusion in branding between Smirnoff Twist
Vodka and Smirnoff Twisted Malt Beverage resulted in the decision to drop the "Twisted"
from the flavored line of Smirnoff Ice. Current Smirnoff Ice flavors include Watermelon,
Wild Grape, Passionfruit, Mango, Triple Black, Pomegranate Fusion, Arctic Berry
(Blueberry), Green Apple Bite, Strawberry Acai, Pineapple and Raspberry Burst. It is sold in
22 oz. [650 ml] bottles and six-packs of 12 oz. [355 ml] bottles.
The next line of Smirnoff's malt beverages to be produced was "Raw Teas", similar to the
brand Twisted Tea. It comes in flavors such as Lemon, Peach, Raspberry and Green Tea.
This product line has been marketed most notably with the "Tea Partay" music video and
website. It is sold in six-packs of 12 oz. [355 ml] bottles.
Smirnoff Source, a lightly carbonated beer-alternative, was released in May 2007. It is citrus-
flavored and made with alcohol (3.5% ABV) and spring water and is sold in 4-packs of 1-
quart [947 ml] bottles.
A line of 20 flavored vodkas with the "Twist" moniker appended on the end of the name have
also been introduced. Flavors include Green Apple, Orange, Cranberry, Raspberry, Citrus
(Lemon), Vanilla, Strawberry, Black Cherry, Watermelon, Lime, Blueberry, White Grape,
Melon (Honeydew/Cantaloupe), Pomegranate, Passion Fruit, Pear, Peach, Pineapple, Mango
and most recently Coconut,Whipped Cream and Marshmallow.
Smirnoff trialed in the UK and Canada during 2004 a new blend of vodka entitled Smirnoff
Penka. Marketing and distribution was handled by The Reserve Brands of Diageo plc. As of
2007 Penka continues to be available in the UK. In a 2005 New York Times blind tasting of
21 world-class vodkas, Smirnoff won as the "hands-down favorite".
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The newest addition to the Smirnoff family is the Cocktail Range, which was introduced in
2010. Pomegranate Martini with Meyer Lemon flavoured Liquor and pomegranate juice,
Mojito with a dash of mint and kafir lime and Grand Cosmopilitan wth cranberry juice.
OBJECTIVES BEHIND BRAND AUDIT
Assess the consumption pattern of vodka consumers.
Analyze the factors affecting their consumption.
Understand the frequency in consumption.
Analyze the purchase pattern of vodka consumers.
To understand the triggers and barriers to a specific brand preference.
RESEARCH METHODOLOGY
Secondary data
Sample size of 350 men between age group of 21-31.
Quantitative research.
Survey / Questionnaire method.
Close ended and Open ended Questions
DETAILS OF USERS (QUESTIONNAIRE FILLING)
User profile : Indian urban density
Age:18+ and over
Sex:Male/Female
Marital status: Single, Married without kids, Old adult and Young without kids
Tartget: Corporate people, Manager, Officer, Celebrities , Home maker etc
Social class: Upper middle class, middle upper class, upper-upper class
Lifestyle: Early adopter, thinker, achiever, experienced, believers
Personality: Compulsive, ambitious, party minded, emotional, elegance and up to
date
Behaviour: Regular/Special, Quality, Class, Premium class
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PROJECT OUTLINE:
1. Overall beverages consumption pattern.
2. Vodka consumption pattern.
3. Vodka brand awareness & brand purchase pattern.
4. Media consumption habits.
1.BEVERAGES CONSUMPTION PATTERN
Fig 1.1Overall Beverages Consumption Pattern (Category wise in alcoholic and aerated drink category)
Beverages Ever Consumed:
Recent consumption Pattern:
Fig 1.2:Consumption pattern in first months of 2012
0
50
100
150
200
250
300
Aerated
Drinks
Beer Whiskey/
scotch
Rum & Gin Cigarettes
Consumers
Consumers
99%
40%
96%
57% 55%
0
50
100
150
200
250
300
Aerated drinks Beer Whiskey/Scotch Rum&Gin Cigarettes
Consumers98%
42% 33%
3%
36%
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Conclusion:
It can be seen that Vodka consumers consume a lot of Beer , Whiskey and a
good deal of Cigarettes.
We must make use of this fact in formulating promotion strategies.
VODKA CONSUMPTION PATTERN:
Fig 2.1 Vodka consumption pattern in terms of frequency of consumption
Characteristics of average consumers:
Highly conscious of wanting to succeed in their life both professionally and
personally
Interested in new trends in fashion, music and design and they typically know what‟s
going on in these areas.
Vodka Consumers
daily (2)
4 to 6 times in a week (4)
2 to 3 times in a week (20)
Once a week (109)
2 to 3 times in a month (10)
Once a month (155)
51% 36%
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Fig 2.2 Place for consuming Vodka i:(For Indoor Consumption of different age group)
Fig 2.3 Place for consuming Vodka i:(For Outdoor Consumption of different age group)
Fig 2.4 Vodka consumed accompanied with and influence on consumption pattern:
2%
33%
50%
7% 7%
>18 19-24 25-30 31-35 35-45
050
100150200250300
Own House
(With Family
Around)
Own House
(With No
Family
Around)
Other's House
( With that
person's
Family)
Other's House
(Without that
person's
family)
Place
Place86%
37%
0
100
200
300
400
500
KEY
ACCOUNTS
BAR / DHABA OTHERS
PlaceNOTE:
Key Accounts
include
Pubs,
Discotheques,
Hotels,
Restaurants.
Others include
Seashore, Beache,
FarmHouse,
Marriages.
46% 45%
9%
0
50
100
150
200
250
300
Alone With Friend With
Relative
Colleagues
Consumer
100%
14%
45%
8%
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Conclusions:
Vodka drinkers like company while drinking.
Vodka is more a social drink.
Consumers in the Vodka segment have vodka along with colleagues as well.
Fig 2.4 Vodka Consumed Accompanied With & Influence
Conclusion:
About 36% of consumers consume vodka at least once a week.
All consumers like to consume vodka outside their houses.
Bars & Hotels, Restaurants are the favorite place for consuming vodka followed by
pubs and discotheques. This shows that it doesn‟t matter where he drinks Vodka.
Drinking along with office colleagues is common among vodka drinkers.VODKA
BRAND AWARENESS & PURCHASE PATTERN
Fig 3.1 Top of mind (No 1 in the mind of customers)
0
20
40
60
80
100
120
140
160
Decision Influencer
Decision Maker
White Mischief
Alcazar
Romanov
Fuel
Shark Tooth
Smirnoff
50% 32%
8% 6%
14
Conclusion:
Smirnoff is the TOM for 50% Vodka consumers.
The most remembered brand in the vodka segment is Smirnoff followed by Romanov.
Suggestions:
Although difference is substantial then too Smirnoff will have to keep tab on the
strategies of nearest competitors
Fig 3.2 Use of brand name
•
Conclusions:
The MOUB is Romanov which is the second in TOM
The TOM brand is not the MOUB brand.
Fig 3.2 Reason behind not buying a particular brand or MOUB
Brand Used
White Mischief (24)
Alcazar (27)
Romanov (110)
Fuel (14)
Shark Tooth (24)
Smirnoff (101)
37%8%
8%9%
5%
0
100
200
Smooth Taste Flavours Strong
58%
29%
11% 7%
Product Specific Reasons
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Conclusions:
Product specific reasons are the main factors driving a consumer demand
For generating demand concentrate on influential factors like price .
Fig 3.3 Reasons which influences the buying
Conclusion:
The TOM need not always be considered as the MOUB.
We can see that price is the main factor driving TOM into MOUB.
The main reason behind buying or not buying a brand is more Product
specific, We need to concentrate on the blend of the drink.
Even price regulation strategy can only help effect 4%-5% of market demand
but the demand will not be sustainable.
Smirnoff is most known and most recommended brand but not the
MOUB,17% will not consider buying Smirnoff.
The most disliked brand is Alcazar due to Harsh & Bad Taste.
0
5
10
15
Influential Reasons
4.5%4%
3.5%
1%
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INTERNATIONAL SCENARIO IN TERMS OF BRAND AWARENESS:
Fig 4.1 Brand recall of smirnoff and closest Internal rival in two responses
Fig 4.2 Brand of Spirit having highest recall
Fif 4.3 Sex wise international recall of Smirnoff and its rival Absoult as a Vodka
brand
(In two responses) Female
What brands of Spirit come to mind
10%
14%16%
22%
Absolut Smirnoff Johnny Walker Bacardi Rum
0
10
20
30
40
50
60
70
Smirnoff Absoult
Response 1
Response 2
0
20
40
60
Smirnoff Absoult
Series1
Series2
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Fig.4.4 Male recall in two responses
Conclusions:
By gender Smirnoff is more popular within Male consumers than Absoult
Poor depth of awareness comparing with Smirnoff
Fig 4.5 Switching between different categories of alcoholic beverage
0
10
20
30
40
50
60
70
80
Smirnoff Absoult
Response 1
Response 2
0 20 40 60 80 100
Category Switching
Beer
Wine
Rum
Scotch
Series1
18
Fig 4.6 Switching penetration of different categories of alcoholic beverage
Conclusions:
High number of consumers are switching between Vodka and other categories
High penetration in Vodka, beer and wine categories
MEDIA EXPOSURE
Fig 5.1 Media use and its effectively of different brands recognization and recall
Conclusions :
The TOM AD is White Mischief.
Knowing a brand by its advt. does not make a customer buy a brand often.
0 20 40 60 80 100
Category Penetration
Rum
Vodka
Scotch
Beer
Wine
Series1
White Mischief
Alcazar
Romanov
Fuel
Smirnoff
38%
37%
20%
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Fig 5.2 Source Of Ad Awareness & Influence on Buying
Conclusions:
About 98% of people watch the Advt. on the Television.
Majority of the buying decision is induced by the television.
Fig 5.3 Source Of Ad Awareness & Influence on Buying
Conclusions:
Maximum exposure for advt. is through television ads.
A consumer‟s final buying decision is mainly influenced by a television
advertisement i.e. about 97% of consumers who watch TV.
0
50
100
150
200
250
300
Television Radio Newspaper Internet Magazine
Ad Awareness
98%
34%
0
50
100
150
200
250
300
See Regularly
Refer While
Buying
97%95%
57%
1%
92%
14%
65%
43%
1%1%
20
92% of vodka consumers read a newspaper of which 14% refer to the ads on the news
paper to make a buying decision
Fig 5.4 Brand name and Logo evaluation by users(Results in percentage)
Conclusion:
Consumers like the brand name (95%), easy to remember, recognizable,
familiar and unique.
Also up market and classy
We have brand recognition
Important POD, worldwide brand
DESIGN OF BOTTLE A POINT OF DIFFERENCE
Fig.6.1 Reconisation of brand in (result is percentage)
0
10
20
30
40
50
60
70
80
90
100
Series1
Series2
Series3
0102030405060708090
Series2
Series1
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Fig 6.2 Evaluation and awareness of Slogan (It is good, but do you know it?)
Conclusion:
The consumer recognized that the slogan was from SM; but the slogan was not
recalled.
Suggestions:
Increase slogan recall, recognition and awareness (way of increasing familiarity)
BRAND ASSOCIATION FACTORS AND BRAND EQUITY OF SMIRNOFF
VODKA
Fig 7.1(a) Brand equity model as a frame work for investigation (Brand audit)
0
10
20
30
40
50
60
70
80
90
Series1
22
Fig 7.1(b) Brand association factors of Smirnoff Vodka
Characters strongly associated with Smirnoff vodka brand:
Smirnoff POD
Smirnoff Ice
Cheap
Red
Connecting factor:
Fig 7.2 Factors which is working as a connecting factors for target mass
Conclusions:
Consumers love it!!!
CCoommppeettiittoorrss aarree hhaavviinngg eeddggee oonn cceerrttaaiinn ffrroonnttss lliikkee
o Bottles are highly recognizable (80%+ for some for competitors)
o Strong associations as unique, different, original and stylish.
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BRAND PERSONALITY:
Fig 7.1 Brand personality assesment(Result is in percentage}
Conclusion:
Customer perceptions of SMF align well with desired corporate image…..Exciting,
Sophisticated and Reliable. Not at all Tough
SMIRNOFF POINTS OF DIFFERENCE: SMIRNOFF‟S EDGES
Fig 8.1 Smirnoff POD
Customers portfolio:
Smirnoff Consumer Loyalty-Adorers (30%)
“Smirnoff is almost the only brand that I consume“-Adopters (45%)
“Smirnoff is one of my favourites along with others”-Acceptors (10%)
-1
-0.5
0
0.5
1
1.5
Series1
24
“I drink Smirnoff but just occasionally”-Availables(Rest)
Fig 8.2 Category loyalty/Category commitment of consumers
Conclusions:
Impressive number of committed consumers in Vodka, Beer category
High number of consumers are switching between Vodka and other categories
Suggestion: Maintain the brand within the actual consumers of the category,
creating more consumption occasions gaining a higher share of overall alcohol
purchases, especially from Beer
Brand Switching:
Fig 8.3 number of consumers are switching between Vodka and other categories
0
20
40
60
80
100
120
140
160
1 2 3 4 5
Scotch
Vodka
Beer
25
Brand Resonance (Loyalty):
Fig 8.4 Types of users
Conclusion:
76% can be classified as promoters of Smirnoff vodka in recommending to their
friends (those scoring 9 and 10 in the scale), 38% as passives, and 33% as detractors.
Suggestion:
Enhance brand loyalty in the second group of consumers (adopters) and maintain
relationship within those consumer that are currently loyal
OTHER FINDINGS OF RESEARCH
83% of the consumers that drink Smirnoff drink Absolut as well (potential market
share increase!!)
The number of committed males with Absolut are half of the number of Smirnoff
(12% vs. 21%) and 1/4 compared with females (12% vs. 43%)
Suggestions:
0
10
20
30
40
50
60
70
80
90
100
Beer wine Rum Scotch
Series1
0
10
20
30
40
50
60
70
80
Promoters Passives Detratctors
Series1
Series2
26
Enhance brand image and performance in order to increase loyalty/ commitment and
between adopters
Use potential of 83% brand switching to convert consumers into adorers
Create relationship campaign within Women Adorers and adopters in order to capitalize
their loyalty and create new adorers
BRAND ISSUES:
Switching between Vodka and beer
High amount of loyal consumers in Vodka category
Vodka is an “all occasion drink”
Men who are committed to Absolut represent only half that are as loyal to Smirnoff (12%
vs 21%)
Flavours are a POD but it‟s not easy to buy in night clubs or bars.
Consumers can not recall the slogan
53% of Absolut males consumers belong to the Adopter group
Absolut ranked lower than Smirnoff in the purity, taste and heritage attributes.
Absolut ranks higher in quality than Smirnoff but with less value for the price
Note: Absoult is closest international competitor in respect of brand equity
BRAND OBJECTIVES:
Increase consumption occasions- penetrate beer/wine categories
Appeal more to men among adopters and acceptors.
Capitalize on adorers, female loyalty, and create new adorers through a relationship
campaign
Increase visibility in the following areas: Availability of Flavours, Value, Slogan
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BRAND EVALUATION OF BRAND IDENTITY FACTORS (BY SURVEY):
Logo:8/10
Add:7.5/10
Bottle :6/10
POD:5.5/10
LIMITATION OF AUDIT:
o The time span available for research was very less i.e. 15 days for survey.
o The candidates were not very serious about answering the questions so they may not
be genuine.
o The sample size was very small for coming to a strong conclusion i.e. 300.
o The survey was restricted to only male members.
o The sample had to be a vodka drinker i.e. must have had vodka at least once in a
month.
o The survey was restricted to only Mumbai city so the rural opinion was not sought for
CBBE FOR SMIRNOFF VODKA
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1. Brand Salience:
Increase consumption occasions
Increase brand availability and visibility in connection moments for males.
Remedies: -
Brand extension
“Win the visibility war” contest through the sales channel
Increase exposure to slogan through multiple channels
BTL: delivering Cocktail recipes and promotions at bars.
2.Image Feelings:
Increase brand equity (Image) for men.
Leverage secondary brand associations.
Remedies:
Sport events
Celebrities
Product placement in movies, magazines, etc.
3.Performance judgement: Highlight the taste, purity and heritage attributes of the brand
Improve brand perception about the performance (price/ quality) of the brand.
Remedies:
Maintain current advertising campaign; focused on the actual product and
production process.
Use distribution networks to combat price/quality gap though prominent placement
in stores and large displays with attention-grabbing pricing
4.Resonance (Royalty) Create relationship campaign within Adorers to capitalize their loyalty
Campaign appealing to men and women
Increase commitment between men adopters and acceptors
Remedies:
Relationship marketing
Offline and Online Campaign creating interaction, and awarding loyal consumers
Events
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Integration of web page, Social Networks and mobile applications.
30
Questionnaire for market research and
Brand audit of Smirnoff Vodka
GoodMorning/Evening/afternoon sir/madam. I am Mr/Ms
............................from Laxprab a reputed market research company. I am
here to do a market research study for our client Smirnoff Vodka (Don’t
reveal) . I would be thankful to you if you would please fill in the below
mentioned questions.
Have you been interviewed for a similar product Survey in the last six
months?
(a) Yes (b) No
IF RESPONSE IS YES, TERMINATE
Name : Ms./Mr.____________________
Age :
Sex : Male/ Female
Status : Principal buyer /Influential adult/Below 18
Instructions (If below 18 please do not proceed)
Address : ____________________
Phone Number : ____________________
Mobile No :____________________
Email id : ____________________
Educational Qualifications:
Number of durables (used for SEC classification):
1. Do you drink alcohol
31
a)Yes
b) No
Instructions: (If No, Please do not proceed)
2. What kind of alcohol do you have?(Provide category name)
a)Aerated drinks b) Whisky c) Gin d) Rum e) Vodka f) Beer
f) if any other or in combination, please specify
Instructions: (If Not at all, Please do not proceed)
Do you prefer smoking over drinking?
a) Yes B) No
3. Do you have any participation in the purchasing of the liquor?
a) Yes b) No
Instruction: (If the interviewee is not involved in the purchasing decision,
Please do not proceed)
4. How do you buy branded alcoholic beverage?
a) Online b) Self purchase
c) On phone d) House help
5. Is the brand an important criteria in your buying process?
a) Yes b) No
6. Do you know about brands of Vodka‟s available in market?
a) Yes b) No
7. Please name the brands of Vodka‟s you have heard of
32
8. Which brand are you using right now?
9. How long have you been using the current brand of vodka ?(please
mention in months)
________________________________________________________________
__
10. Please mention your stock keeping unit for buying.
________________________________________________________________
__
11. Which of the following alcohol categories do you easily switch too
o Rum
o Wine
o Beer
o Scotch
o Vodka
12. Which factor is more important while buying an Alcoholic drink.
o Quality of the product
o Taste
o Quantity
o Price
o Alcohol content
o Advertising
o Offer
o Packaging
o Availability
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o Brand/Label
13. How Price sensitive are you? (Rank yourself- e.g. 1 is very sensitive, 5
not
Affected)
14. Will you stick to the same product if their price is increased (and you are
a
loyal customer to the product)?
a) Up to a certain limit in price increase
b) Yes, irrespective of the price increase
c) No. I may look for different products
15. Which of the following, according to you, help build a good brand image?
a) Quality
b) Communication strategies
c) Competitive pricing
d) Good value added services
e) Free trails and discounts
f) Others
If „Others‟, please specify
________________________________________________
16. What do you feel, How important is the association of celebrity with
product in the alcohol category? (Rank yourself- e.g. 1 is very important, 5
does not affect)
Ο 1
Ο 2
Ο 3
Ο 4
Ο 5
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17. What type of Buyer you are?
a) Impulsive
b) Informed Buyer
c) Innovative Buyer(Will search for value every time he/she shops)
d) Will consult others
18. Is the design of bottle a point of difference for you?
o Grey Goose
o Belvadere
o Kettle one
o Stoli
o Absolut
o Ramnov
o White Mischief
o Smrinoff
19. Can you recall our brand slogan?
If yes do you feel it is…
o Likable
o Unique
o Remember
o Familiar
o Different
20. You have chosen your brand of Liquor/Vodka because
a) They are of higher quality
b) They are impressive
c) You can afford them
d) Other ____________________________________________
20. Does association of product with a particular group of company lead to
preference for such products?
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a) Sometimes
b) Always
c) Never
21. Which of the following do you prefer?
a) Products from bigger companies with wider distribution
b) Products from companies with good warranty
c) Products from local companies with better price and slightly lesser quality
d) Products belonging to companies with good brand image
e) Others
If „Others‟, please specify
_________________________________________________
22. Do you think company sponsorships of events/programs help them build a
stronger brand?
______________________________________________________
23. Can you identify our logo?
a) Yes b) No
24. Show-card identification (Refer to the show-cards)
25. Still-Ad Identification (Refer to the Ad Stills given)
26. Which of these brands are at the Top of your mind
o White Mischief
o Alcazar
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o Romanav
o Fuel
o Shark tooth
o Smirnoff
27. Would you like to replace our product with any other as a substitute?
a) Yes
b) No
c) Don‟t know
Plz specify which
one________________________________________________
If given an option which one among these two would you go for?
o Smirnoff
o Absoult
Plz specify
why________________________________________________
28. Do our products align with the values and beliefs of people? (Are the
product features in line with the specifications mentioned in the
advertisements?)
a) Yes
b) No
If no, then describe which products go against your values
_______________________________________________________
c) Can‟t say
29. Could you identify our brand with little or no advertising?
a) Yes
b) No
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30. Apart from the direct benefit of the product, what else do you look for in the
product?
__________________________________
31. If you will buy our product again, which of the following reason would suit
your decision the best?
a) Customer loyalty
b) Customer satisfaction
c) Will not buy
32. According to you at what position in the market does our Vodka stand when
you think of brand awareness?
Ο 1
Ο 2
Ο 3
Ο 4
Ο 5
33. Do you think Smirnoff Vodka as a brand has grown over the years?
a) Yes
b) No
34. Which of these do you associate Smrinoff with? Plz tick
o Sciencere
o Reliable
o Exciting
o Sophisticated
o Tough
(Multiple coding allowed)
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35. Which bottle (size ml) you prefer to purchase?
Ο nip
Ο quater
Ο full
Ο party
36. How frequently do you consume alcohol?
o Once a week
o 2-3 times a week
o 4-6 times in a week
o Once a month
o 2-3 times a month
37. Where do you consume Vodka?
a) Indoor b) Outdoor
38. If Indoor where do you prefer the most? PLz Tick
o Own house with family around
o Own house with no family around
o Others house with persons family
o Others house without the persons family
If Outdoors, where do you prefer having Vodka?
o Key Accounts
o Bar/Dhaba
o Others
39. You are accompanied by whom while you have Vodka?
o Friends
o Colleagues
o Barman
o Retailer
o Boss
o Girlfriend
o Parents
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40. Which of the following promotional campaigns of our product are you
aware of? (Single Coding)
a) TV advertisements
b) Print media
c) Point of sales
e) Other (please specify) ______________________________________
41. Do other family members in your family use the same brand?
a) Yes b) No
42. Which of the following is true about Smirnoff Vodka? (Single Coding)
a) Its quality is equal to other brands
b) Its quality is better than other brands
c) Its quality is less than other brands
d) Can‟t say
41. Do you intend to change your brand in the future? (Single Coding)
a) Yes (please specify the brand) b) No
43. How frequently do you change your brands? (Single Coding)
a) Very frequently
b) Sometimes
c) Never
44. How would you rate the purchase experience of our brand? (Shopkeepers
support) (Single Coding)
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a) Very good
b) Good
c) Moderately good
d) Bad
e) Very bad
45. Which of the following comes to your mind when Smirnoff is mentioned?
(Single Coding)
a) Value for money
b) Superior quality
c) Consistency
d) Other (please
specify)____________________________________________
46. Which of these flavours have you tried? (Single Coding)
Green Apple/Orange/Cranberry/Raspberry/Citrus (Lemon)
Vanilla/ Strawberry/ Black Cherry/ Watermelon/ Lime/ Blueberry/ White
Grape,
Melon (Honeydew/Cantaloupe) /Pomegranate/ Passion Fruit/Pear/Peach,
Pineapple/ Mango/ Coconut/ Whipped Cream/ Marshmallow
Plz specify _________________________________________________
47. How did you come to know about Smirnoff? (Single Coding)
a) Through stores
b) Through website
c) From family or friends
d) Other ____________________________________________
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48. Grade different attributes of promotional offers introduced by Good Knight
(Tick against the appropriate option. 5-Max , 1- Min)
Innovative- 1 2 3 4 5
Satisfactory- 1 2 3 4 5
Value for money- 1 2 3 4 5
Competitive- - 1 2 3 4 5
49. Complete the sentence-
Smirnoff Vodka has becomce an integral part of my life because
50. Innovation Matrix- Scope of improvement on each aspect
Quality of the Product
Taste
Smell
Quantity of the Product
Price
Flavour/Smoothness
Advertising
Offers
Packaging/ bottle shape
Availability
Health Issues
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51. Which of the following statements do you agree with?
o “I am loyal to Smirnoff”
o “Smirnoff is almost the only brand that I consume”
o “Smirnoff is one of my favourites along with others”
o “I drink Smirnoff but just occasionally”
Date:
Place: Signature: