Smirnoff Plan Book

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Table of Contents

Description Page

Executive Summary ......................................................................................... 1

Historical Overview ......................................................................................... 4

Industry Overview............................................................................................ 5

Situation Analysis............................................................................................. 7

Consumer Research.......................................................................................... 8

Market Segment ............................................................................................... 8

Advertising Strategy......................................................................................... 11

Creative Strategy .............................................................................................. 14

Media Plan........................................................................................................ 17

Print Advertisements.............................................................................. 19

Television Storyboard ............................................................................ 21

Outdoor Advertisements ........................................................................ 23

Radio Script............................................................................................ 24

Promotions and Public Relations ..................................................................... 25

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Steven Kruzel

Katie Perrone

Meghan Tomick

Samuel Youn

Lauren Zielinski

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Executive Summary

Smirnoff is already an established brand in the alcoholic beverage market, however we believe

that it is the perfect time to take the brand to the next level with the introduction of Smirnoff Ice

Malt Beverage. Every American family is looking for social status and every man is hoping for

career success. With the dinner party rising in popularity, there has never been a better time to

introduce such an innovative beverage into the market. Smirnoff Ice will be the drink that

everyone remembers, and will allow the Smirnoff brand to reach its fullest potential.

Industry Overview

History, Trends, and Outlook

The conclusion of World War II brought many men home to their wives and families.

Traditionally, men went to work while women stayed home to raise their children.

Households around the country began engaging in many dinner parties as well as nights out and

are making use of the extra income saved during the war.

The economy is in full swing, and the “keeping up with the Jones’” mentality is back in American

society.

Through these dinner parties Americans wanted to show their neighbors that they had all the right

things, and also that they were serving the right things as well.

Competition

Our primary competition is Schlitz beer. Our secondary competition is Captain Morgan’s Rum.

The competitors are both alcoholic beverages, but Smirnoff Ice is the only premixed

“malternative” alcoholic beverage of the time.

Situation Analysis

Our product offers a lighter alcoholic beverage than beer, and is more convenient than using hard

alcohol to make a mixed drink because it is premixed and ready to drink.

Smirnoff Ice is the only product like it in its class. Its portability and glass bottling make it easy

for serving and drinking at any dinner party.

Historical Overview

In the 1860’s, Poitr Arsenyevitch Smirnov founded his vodka distillery in Moscow, his brand

spread to the United States where Smirnoff vodka was released.

Smirnoff brand vodka grows in the United States and internationally with the introduction of

vodka cocktails and with the use of advertisements emphasizing these cocktails.

Smirnoff Ice was the first of any variation from standard/flavored vodka that the Smirnoff brand

produced.

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Consumer Research

Primary Market: Caucasian women ages 25-40

Either living in the beautiful penthouses of the city or the nice wholesome house of the suburbs.

These women come from the middle to upper class.

Secondary Market: Caucasian men ages 25-40

These are businessmen looking to advance their careers.

They need a drink to relax after a day of work.

Advertising Strategies and Objectives

Our main goal is to introduce Smirnoff Ice Malt Beverage as a new product in the alcoholic beverage

market, increase production and sales of Smirnoff Ice, and to create brand awareness. We plan on doing

this through an advertising campaign that incorporates print, television, radio, as well as outdoor media

sources.

Based on our analysis of our potential consumer market we have manifested short and long term goals:

In one year increase sales and production by 25% of Smirnoff Ice through our

advertisements and promotional efforts.

In three years increase sales and production of Smirnoff Ice by 75%, and at year two, see

a 20% decrease in our direct competitors’ sales.

By introducing Smirnoff Ice as a sophisticated and convenient drink that any gentleman would prefer, our

target market will see Smirnoff Ice as a product they cannot do without to make their parties a success

and keep their husbands happy.

Creative Strategy

Copy

Our campaign will use a combination of hard sell and soft sell to express the idea that the drink is

sophisticated, yet convenient.

BIG IDEA: “Gentlemen Prefer Ice”, based upon the hit Marilyn Monroe movie that came out the

past year “Gentlemen Prefer Blondes”.

Our copy stresses that Smirnoff Ice offers a convenient alternative and is sophisticated enough to

drink at any function; whether it be a formal dinner party or a fun night out.

Art Elements

We will use vibrant colors, especially red, the Smirnoff color to emphasize the power and

sophistication of our drink, which is also a color that does not gender discriminate.

Advertisements will depict celebrities (Marilyn Monroe & The Rat Pack) enjoying Smirnoff Ice,

showing its “cool” factor and also showing the class and sophistication associated with the

product.

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All advertisements will have large images. The Marilyn Monroe ad will have more copy than the

Rat Pack advertisement. All print advertisements will incorporate the slogan, “Gentlemen Prefer

Ice”.

Media Plan

The communications media will consist of nationally (and in some cases locally) distributed

television, magazines, outdoor, and radio advertisements.

Publicity efforts will place in-store point of purchase stands where consumers can sample

Smirnoff Ice at the end of the alcohol aisle in local grocery stores.

Promotions and Public Relations

We will have promotional cocktail parties throughout the major social epicenters of the United

States.

We will be sponsoring the Kentucky Derby and have many elegant promotional tents throughout

the location serving and promoting Smirnoff Ice.

We utilize the in-store pop up stands that were previously discussed.

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Historical Overview

History of the Product Category

Smirnoff Ice is in the malt beverage product category because like beer, the drink is

created in a process in which the main ingredient, barley, sprouts or “malts” right before

it is processed. All malt beverages, including beer and Smirnoff Ice have been prepared

from malted grains.

Smirnoff Ice is the first “malternative” product of its type. This term is used to describe

malt beverages that serve as alternatives to drinking beer. Smirnoff hopes to introduce a

variety of flavors as the popularity of Smirnoff Ice increases.

Smirnoff Ice can also be categorized as an “alcopop” which is a combination of an

“alcoholic beverage” and “soda pop.” Smirnoff Ice Malt Beverage contains alcohol, yet is

carbonated, like a soda pop drink.

History of the Company

In the 1860’s, Poitr Arsenyevitch Smirnov founded his vodka distillery in Moscow.

Smirnov became the first to use charcoal for vodka filtration and introduced continuous

distillation for consistent product quality in the 1870’s.

In the 1920’s, the Smirnov brothers adopt the French version of their family name,

Smirnoff, after fleeing Russia.

The production of vodka in the United States began in the 1930’s, but vodka remains

relatively unknown to the American consumer for some time.

In the 1940’s, Smirnoff brand vodka grows in the United States and internationally with

the introduction of vodka cocktails.

In 1954, Smirnoff Ice Malt Beverage is launched.

Smirnov vodka continues to be sold in Russia, while Smirnoff vodka is sold outside of

Russia.

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Industry Overview The Alcohol Industry

The alcohol industry currently consists of beer, hard alcohol, and wine products. Each

alcoholic beverage is used more often in different situations. For example, wine is often

drunk when couples are on a date at a nice restaurant. Hard alcohol is used to mix with

soda pop or other beverages to make a variety of alcoholic beverages. Beer is the drink of

choice for many men and is commonly associated with sporting events. Smirnoff Ice is

the first alternative malt beverage to beer. Unlike hard alcohol, consumers will no longer

need to mix drinks to get the taste they will receive from Smirnoff Ice.

Trends

The conclusion of World War II brought many men home to their wives and families.

Traditionally, men went to work while women stayed home to raise their children. The

1950’s began a time of rebellion and Rock and Roll. Artists such as Elvis Presley and

Frank Sinatra changed this culture into one that valued entertainment and dancing much

more than people had in previous years. Families found themselves with more money to

spend because they were previously conscious of saving and spending their money

wisely. Many couples enjoyed hosting dinner parties at this time. It was a way to show

guests a beautiful home with new appliances while providing a fun, laid-back

environment to entertain guests. Television became a mass media that could be found in

many American homes. Television in color was becoming more popular as well.

Competition

Primary Competition: Schlitz Beer

Schlitz Beer is a very popular alcoholic

beverage during the 1950’s. This beer

contains 5% alcohol by volume and is

the choice for many men at this time.

The Schlitz advertising campaign in

1954 stressed their slogan, “If you like

beer you’ll love Schlitz” and “The beer

that made Milwaukee famous!”

Strengths: Beer is a popular alcoholic

beverage in 1954. Many men drink this

beverage at gatherings varying from

sporting functions to simple home

gatherings. Schlitz has established themselves as a leader in their product

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category. Drinking beer has become synonymous with relaxing at home after a

hard day’s work.

Weaknesses: Schlitz Beer is a “heavy” beverage, giving consumers the feeling

that their stomach is full after consuming many beers.

Secondary Competition: Captain Morgan’s Rum

Captain Morgan’s Rum

is a brand of dark rum

containing 35% alcohol

by volume. Captain

Morgan advertising

campaign feature the

Captain in various

settings, including a busy

town, a horse-drawn

carriage, or at an opera performance. The company previously used the slogan,

“The Captain’s in Town!”

Strengths: A major strength of this drink is its ability to be mixed with many

other beverages to make a variety of flavorful drinks. This rum can also be sipped

“on the rocks” in its most basic form. The production and popularity of Captain

Morgan’s Rum increased during the 1950’s because taxes on rum from Puerto

Rico decreased, making it cheaper to import rum from Puerto Pico to the United

States. Rum offers consumers a sweet alcoholic beverage option.

Weaknesses: Captain Morgan’s Rum has a strong, more harsh taste than beer and

Smirnoff Ice products. In most cases, this product needs to be mixed with another

drink to be enjoyed the most since it is so strong. Therefore, it takes more effort to

have a drink with Captain Morgan’s Rum that it would to enjoy Smirnoff Ice.

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Situation Analysis Product Analysis

Before Smirnoff Ice, alcoholic beverages included just beer, wine, and hard alcohol

products. Smirnoff Ice Malt Beverage is currently the only alternative malt beverage to

beer.

Smirnoff Ice is packaged in a 12 ounce glass bottle with a twist-off cap. The glass bottle

allows the drink to maintain its flavor and fresh taste longer than if it were packaged in a

can.

This light and refreshing carbonated drink contains 5.5% alcohol by volume (or 11 proof)

which is slightly more alcohol than is found in a 12 ounce size equivalent of Schlitz Beer.

This beverage is convenient because consumers can now have a light, refreshing drink

without having to mix hard alcohol with the beverage of their choice.

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Consumer Research Target Market

The target market is composed of women and men ages 25-

40. They will be white, middle to upper-middle class, and

looking for social status and mobility.

Market Segments Identified

Primary Market

The primary market consists of Caucasian women ages 25-

40. They will be living in the beautiful penthouses of the city

or the nice wholesome homes of the suburbs. The women we

are targeting are in the middle to upper-middle class. We

chose this to target because they are the ones doing the

shopping for their families and planning the parties for their

friends. These women are active in the social scene and are

looking for social mobility for themselves as well as career

success for their husbands.

Based on our research, Smirnoff already has a group of loyal

consumers. People know, trust and are loyal to the brand. It

is a vodka product that consumers are already familiar with

and the brand is very well established. We also know that because the Smirnoff name has

been around since the late 19th

century, people trust the quality of the products.

We believe that the primary market will be the best to focus on because they are the ones

around the house all day and doing the grocery shopping. Because of this, they have a lot of

say in the products that are purchased.

Alcoholic beverages are seen as a nice way to relax and indulge oneself. Whether treating

oneself to a drink after work or sipping on a cocktail during dinner parties, alcoholic

beverages are very popular. Smirnoff Ice will be the “after work” drink of choice for

gentlemen. It will also be a popular drink for women to serve at dinner parties or any special

occasion.

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Secondary Market

Our secondary market will be Caucasian men ages 25-40. These

men will be busy businessmen looking to advance their careers.

They will be in need of a nice drink to relax with after a hectic day

at the office.

Undeveloped/Potential Markets

Our potential market consists of young adults ages 18-24. They

may not have a drink of choice yet, so advertisements could focus

on making Smirnoff Ice a trendy yet chic drink for young people.

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Target Market Overview

Primary

Caucasian women ages 25-40

Living in the city or suburbs

Looking for social status and mobility

Active in society and eager to impress party guests and please husband

Do the grocery shopping and make a lot of the purchasing decisions

Secondary

Caucasian men ages 25-40

Living in the city of suburbs

Looking for career success

Potential

Young adults ages 18-24

Do not yet have an established drink of choice

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Advertising Strategy

Advertising Goal

To introduce Smirnoff Ice Malt Beverage as a new product in the alcoholic beverage market,

increase production and sales of Smirnoff Ice and create brand loyalty through Smirnoff’s

qualities of sophistication and convenience.

Short-term Objectives

Create brand awareness of new production through market saturation via

heavy product sponsorship and promotions

Create brand association with celebrities

Increase product production and purchasing rate

Long-term Objectives

Establish brand loyalty through emphasis on products convenience and

sophistication

Establish Smirnoff Ice Malt Beverage as a regularly served alcoholic beverage

at sporting events, elite social clubs and house parties.

Increase production and purchasing rate

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Quantified Expression of Objectives

Create brand awareness through market saturation within the first six months of

product introduction.

Increase product production by 25% within the first year of product introduction.

Establish brand loyalty of Smirnoff Ice Malt Beverage by 20% within two years of

product introduction. This will be measured and confirmed by a consistent 20%

decrease in sales of competing brands in the alcoholic beverage market.

Increase product production by 75% by the third year of the advertising campaign.

Product or Marketing Position

Smirnoff Ice Malt Beverages will be available at virtually any place that sells alcohol.

Marketing and production placement will primarily concentrate on saturating the upper

class through various venues and events such as country clubs and horse races. The

beverage will also be made available to the general public across the United States

through local liquor retailers and grocery stores.

The product will be available at:

Country Clubs

Sporting Events

Horse Races

Restaurants

Liquor Stores

Gentlemen’s Clubs

Grocery Stores

Bars

Product Differentiation

Smirnoff Ice Malt Beverage will be introduced and advertised as an alcoholic

beverage that offers the convenience of a premixed malt beverage as an

alternative to mixing a cocktail. Smirnoff Ice Malt is a great beverage to serve

at social gatherings as it comes premixed and ready to serve.

Smirnoff Ice Malt Beverage is the only pure and original drink of its kind; its

quality is unmatched, thus sophisticated consumers with the finest taste and

affluent lifestyle would only serve and buy this product. Smirnoff Ice will be

presented as a highly refined vodka product as it is distilled and filtered ten

times to eliminate any impurities, a luxurious and sophisticated quality that no

other brands can offer.

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Life Cycle

Smirnoff Ice Malt Beverage will be marketed as a new product that raises the

standards in an existing alcohol market, it will be introduced as pure premixed

alcoholic beverage.

Smirnoff Ice Malt Beverage is a sophisticated product, but convenient bottling

and moderate prices allows anyone to enjoy the luxuries of a refined alcoholic

beverage in their home.

Smirnoff Ice Malt Beverage will become an icon of class and refined taste.

Serving this product at any occasion will be an instant status marker.

Classification, Packaging, and Branding

Smirnoff Ice Malt Beverage will be classified as a malt liquor alcoholic

beverage. This product will be sold in packages of six 12 fluid ounce bottles

in a cardboard container.

12 fluid ounce bottles will be made of clear glass.

The label on the bottle will present the Smirnoff logo in the colors

of red, white and silver.

The bottle cap will be red with a silver Smirnoff logo.

The neck of the bottle will be covered with a silver sleeve

displaying a Smirnoff logo.

The cardboard containers will be colorfully decorated and will

have a convenient handle placed in the middle.

The container will be predominantly covered by the Smirnoff logo

and will feature endorsements through pictures of celebrities with

the product and sporting events sponsored by Smirnoff.

Target Audience

Our target audience is composed of men ranging from the ages of 25-40 who aspire to keep a

sophisticated image and are concerned with their social status. Our targeting strategy will rely

heavily on influencing the secondary market as women will often purchase the product for their

husbands. Our market research as provided a comprehensive landscape of our target market.

Prospective Buying Influences

Using our market analysis, we have found that these factors appeal to consumers

in making the purchase of alcoholic products

Sophistication

Quality

Celebrity Endorsements

Convenience

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Taste

The product as a social status marker

The product as method of retaining or gaining social status

Demographics

White middle class males

Live in suburban/urban areas

Middle to Upper class households

Aspiring/retaining high social status

Prioritization of Target Audience

Primary: White, males, 25-40 age range, upper-middle class

Secondary: White, women (housewives), 25-40 age range, upper-

middle class

Potential: Younger males and females, 18-24 age range, trendy

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Creative Strategy

Smirnoff Ice is the sophisticated and convenient drink that should be in every household’s

refrigerator and served at every worthwhile party. We hope to use recognizable pop culture

images along with celebrity endorsements in order to portray the product as classy and

glamorous. We will build the brand image by stressing the drink’s superiority and convenience

over competitors.

Copy Elements

Our campaign will use a combination of hard sell and soft sell to express the idea

that the drink is sophisticated, yet convenient.

The copy platform is based off of the popular 1953 film Gentlemen Prefer

Blondes. By using the slogan “Gentlemen Prefer Ice” we hope to convey that

Smirnoff Ice is to be desired over any other alcoholic beverage because it exudes

refinement.

Some key selling points in the ads will include the fact that instead of having to

take the time to mix up a cocktail, Smirnoff Ice offers a convenient alternative.

The malt beverage is ready for drinking when you are. Also, the ads will make

women want to be the glamorous beauty serving Smirnoff Ice to their husband

and party guests.

Art Elements

Visual Appeals

The visual appeals that will be utilized in our ads will the use of vibrant colors,

especially red, the Smirnoff color. The primary ad will use a colorful fun

picture of Marilyn Monroe in popular movie Gentlemen Prefer Blondes with

the tagline “Gentlemen Prefer Ice”. The ads will depict the product as a fun

drink that is full of class and sophistication. Similar ads featuring sophisticated

and well-known celebrities will also run in prominent magazines.

Layout

Our print advertisements will use half of the page for the photo and the other

half for the copy. The first ad, featuring Marilyn Monroe will include long copy

that explains the new product and exactly what it can do for the purchaser. The

ad featuring the Rat Pack will have significantly less copy, but it will end with

the slogan “Gentlemen Prefer Ice”.

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Packaging: Smirnoff Ice will be sold in packages of six bottles. They will also

be packaged in tasteful glass bottles with the Smirnoff Ice label in red.

Point of Purchase: We will utilize stands at the end of grocery store aisles to

promote the product and reach consumers right in the stores.

The overall concept of the ads will focus on sophistication and convenience. Gentlemen

and ladies who are looking for a chic, ready to drink beverage will turn to Smirnoff Ice to

fill that need. The picture of Marilyn Monroe will attract the men because of her sex

appeal. Women will also be influenced by the ad because they will want to be the

beautiful lady serving the drink to the gentlemen.

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Media Plan

To best reach our target market our media plan is to use traditional mass media. By using radio,

television, magazine and outdoor advertising nationwide we will reach men and women ages 25-

40.

Traditional Mass Media! 100%

We will use appealing magazine, television, radio, and outdoor advertisements that will easily

and efficiently reach to our target market$!

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Print! 40% We will place the majority of our advertisements in Life magazine, one of the

number one magazines at this time. Other magazines which will showcase the

advertisements include:

Harper’s Bazaar

Playboy Magazine

Ladies’ Home Journal

The print advertisements will showcase glamorous people enjoying Smirnoff Ice

to portray the type of people we are trying to reach.

Television! 35% The top shows of 1954 were broadcasted on networks such as CBS or NBC.

Commercials will be aired on popular television shows on major networks such as

NBC and CBS to best reach our target market. The commercials will be aired

right before, during, and right after the top rated television programs to reach our

target market during the following popular television shows:

I Love Lucy

The Ed Sullivann Show

The Today Show

The Tonight Show

Bonanza

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The commercials will run before, during and after the television program.

Furthermore, we plan to use product placement in situational comedies such as I

Love Lucy. We will show the main characters drinking Smirnoff Ice as well as

strategically placing bottles and the Smirnoff Ice logo throughout the scenes.

Outdoor! 15% Outdoor advertising reaches many people at a low cost. We will put up billboards

in highly populated areas to advertise. The billboards will be variations of our

print ads.

Radio! 10% Nationwide radio stations will be used to play the advertisements. We will run

the radio commercials before, after, and during popular radio shows such as:

Dragnet

The Bob Hope Show

News Radio

We will also run the radio commercials from the hours of 6am to 9am and 5pm to

7pm on news stations to better reach the target market. We chose these times to

run the radio commercial because it is before and after the work day, which is

when our target market is most likely to be listening to the radio.

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Print Advertisements

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Television Storyboard

MS (SFX: QUIET MUSIC) Housewife is happily cleaning her home.

MS (SFX: QUIET MUSIC) Housewife receives a call from her husband.

HOUSEWIFE (ENTHUSIASTICALLY): Okay honey, I will see you around 5!

MS (SFX: QUIET MUSIC) Housewife realizes that her husband and his boss will be home shortly.

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MS (SFX: Sounds of mixing drinks with ice in classes) Housewife frantically begins to mix drinks. She

is clearly dissatisfied. She looks around her house and finds Smirnoff Ice!

MS (SFX: QUIET MUSIC) Boss is very impressed with employee and his wife.

BOSS: How did you know? Smirnoff Ice is my favorite drink!

MS (SFX: Chatter of the two couples) Everyone is enjoying themselves and having a good time!

ANNCR (VO): Smirnoff Ice. The sophisticated and convenient way to host a party!

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Outdoor Advertisements

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Radio Script

WOMAN: My husband is bringing his boss home and they will be here in 45 minutes for drinks

and dinner! How will I possibly manage?

MARILYN MONROE: Haven’t you heard? Gentlemen prefer ice! Never mind the mess of a

cocktail and never worry of a horribly mixed drink, trust Smirnoff Ice Malt Beverage to do the

work for you! Not to worry, a sophisticated evening has never been so convenient and so

enjoyable because now you can drink the delicious alcoholic malt beverage Smirnoff ice, right

inside your home. Whether you have been planning this night for weeks, or have only an hour,

the choice that will never fail to please your guests is Smirnoff Ice. Every woman will enjoy the

refreshing flavor, and every man will appreciate sipping on sophistication.

WOMAN: Wow, hosting an important guest has never been so easy! Marilyn knows the secret to

refined taste and sophistication because she knows…Gentlemen Prefer Ice.

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Promotions and Public Relations Sponsorship Cocktail Parties

We anticipate sponsoring various high end cocktail parties across the country

in some of America’s biggest cities. (New York, Los Angeles, Chicago, and

Miami)

The event will be serving

appetizers as well as

Smirnoff products, primarily

focusing on Smirnoff Ice.

We are going to have various

celebrities as well as

approximately 300 of each

city’s social elite invited as

well as various members of

the press. Marilyn Monroe is

already under contract to be

at the Los Angeles and New York Parties. Audrey Hepburn, Dean Martin,

Jerry Lewis, Sophia Loren, and Frank Sinatra are all attending the first party

in LA.

There will be free Smirnoff Ice given out all night and guests will be asked to

come in formal wear.

The first party held in Los Angeles will be hosted at the Roosevelt Hotel on

Hollywood Blvd., inside of their signature "Cinegrill" restaurant. The

"Cinegrill" restaurant is a frequent hot spot for celebrities like Marilyn

Monroe and Frank Sinatra.

Kentucky Derby We plan on being one of four major sponsors at the Kentucky Derby and to

promote our product in multiple ways there.

There is going to be various white tents set up throughout the derby offering

free samples of the various flavors of Smirnoff ice.

We will have the waiters dressed

in tuxedoes and our waitresses in

formal dresses. We want to give

the impression of a high-class

product that is attainable to all

people.

There will be various attractive

and social promoters. These men

and women will be discussing the

quality of the product and where

it can be purchased.

Bottles of Smirnoff Ice will be

sold and on display at different stands throughout the track.

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Academy Awards Every nominee will be sent a case of

Smirnoff Ice as well as a letter of

congratulations, wishing them the best of

luck for the evening.

With the letter will also be an extended invite

to the Smirnoff After-Party, which will be the

first of the cocktail parties that were

discussed earlier.

Dealer Promotions In-store Advertisements/Pop-Up Stands

Pop Up stands with Smirnoff Ice on top of them will be places in the front of

aisles at grocery stores and liquor stores.

We feel as though by putting the product up in front of the aisle it will gain

more attention as well as intrigue customers.

We will utilize these pop up stands for approximately two months to draw

excitement to the product.

We hope that by having the product right in front of consumers as they taste it,

people will go and buy Smirnoff Ice immediately.

There will be a sign as well as small handouts and promotions describing the

new product and convincing people to try it.

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Appendix