Ciroc-Research.Pdf
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THE BRIEF BACKGROUND Client/Client Contact Details • Ciroc is championed by a world renowned artist Sean Combs aka “Diddy” Client: Sean “Diddy” Combs The advertising campaign will be communicating to a UK market. This Website: http://www.ciroc.com/ campaign believes that the existing advertising for Ciroc, is primarily male led and would like to change that. Ciroc is very visually appealing, Twitter: http://twitter.com/!/iamdiddy coming in different colours and packaging. The aim of this campaign is Ciroc is one of the world’s only Vodka’s created entirely from grapes. In 2007 Sean Combs, the “CEO and founder of Bad Boy Worldwide to add a twist to the existing campaign and create female led adverts, as Entertainment Group partnered with Diageo combining a strategic Product: Ciroc Ultra Premium Vodka women tend to buy more vodka mixes and vodka cocktails (Research True to its roots, Ciroc. Mauzac Blanc grapes stem from the high alti- alliance to oversee and manage all marketing and branding initiatives for will be undertaken to prove this). Therefore the primary target audience tude vineyards in Gaillac, France overlooked b the stony village walls of Ciroc vodka. Date: 02/04/2012 will be women, and men secondary. Cordes-Sur-Gel. Sean’s ownership of entertainment companies include a broad range of Prepared By: The US target audience for Ciroc starts at 24yrs of age, which is very “Historically, vodka has been made from natural and local source of businesses including recording, music publishing, artist management, likely due to the legal drinking age being 21yrs. However, in the UK indi- fermentable sugars and starches. But CÎROC® is an innovation in television and film production etc. His success in music has translated Cynthia Newman, Fay Szakal & Damon Ryall viduals can start drinking at 18yrs of age, so this campaign proposes to French craftsmanship, and creates an unexpected vodka experience in into a collection of his businesses leaving an indelible mark on the target the age from 21yrs of age. a category where being different is rare.” worlds of entertainment, fashion and fragrance – a true testament to his Background Overview: marketing prowess”. Unlike grain, which is the main ingredients in most vodka’s, grapes Sean Combs has recently launched his new product ‘Ciroc Ultra Pre- The Message: don’t need heat to release their sugars. Ciroc uses cold maceration and Sean Combes: “I’m not just a celebrity endorser, I’m a brand builder, I’m mium’ Vodka in the USA. His Target Audience is adults aged 24-35yrs of fementation and cold storage processes. This technique preserves its a luxury brand builder.” age. The existing tagline for Ciroc is “Perfectly Smooth” and “Celebrate Life distinctive freshness and extracts a more flavourful combination of the Responsibly”. This campaign will aim to continue these existing mes- fruit characters. He wants to heavily contribute to make his brand a household name Mr Combs is now ready to launch Ciroc to the UK market and requires sages. “They’re looking for something that tastes like their lifestyle”. an advertising campaign that will engage a UK market. With a retail-sell- Another one of Ciroc/s USP is it’s 5 times distilled using a traditional, ing price of $30 he is targeting an audience that would be happy paying Rational & Emotional Reasons To Buy: custom-made, copper pot distillation lends Ciroc, Ultra Premium its “It’s that trendsetter, that hipster, someone who’s looking for luxury and that little extra for a good product. amazingly smooth texture. looking for something better.” The USP’s are the reasons to buy; it is made entirely with grapes, Objective of The Advertising Campaign: comes in various flavours, and is endorsed by a respected celebrity and entrepreneur. This advertising campaign believes MR Combs’ USP are • Ciroc is one of the world’s only vodkas made entirely from grapes Also Ciroc has a responsible message, which although it is great to • Ciroc comes in a variety of flavours drink, have fun and celebrate, it also links it to a cause, which is to ‘do it responsibly’. “ENJOY THE CLEAN FINISH “CELEBRATE LIFE OF CIROC” RESPONSIBLY” Website Research: Small Advertisement of Ciroc begins, when enetering the website: Mixology: When entering the website you have to provide your date of birth (Having to be over 21 to gain access to their website) which is the legal drinking age over in USA. Entering any age under the drinking age in the USA will defer you to alternative website that contains information regarding underage drinking. The feel and emotion of their website is clean, pure, premium, white representing filtered and purity all of which reflects the brand and product. Ciroc Products: “Guests (Jennifer Hudson), enjoyed speciality cocktails courtesy of SEGMENTING AND TARGET MARKETS “PERFECTLY SMOOTH” Ciroc Ultra Premium Vodka.” Reference from: http://ciroclife.blogspot.co.uk/ consumer market. In order to successfully sell liquor you must be aware of your consumer’s motives, lifestyle and personality; the vari- Ciroc Vodka has recieved positive press within the celebrity world and “OK! Magazine 5th Anniversary at Koi in Planet Hollywood sponsored ables of within Vodka advertisement, sales and audience of Ciroc inlcuding the by Ciroc Vodka.” psychographic segmentation. In the case of Ciroc all three variables following: “America’s Hottest Brands 2010. - Ciroc No. 4 “liquid Credentials” intertwine with one another to make the ultimate consumer.’ In 2010 “flavoured vodka’s were up 16% last year, compared to its 1% Advertisement Placement: gain for traditional vodka.” In 2007 Diddy states “I’ve branded myself as the king of celebration, and that’s what this alliance is all about.” ‘Ciroc marketers use celebrities, popular hangouts and clubs, music, “Ciroc’s intended result of attracting more women to spirits, especially social networks, gimmicks and the usual tv, magazine and billboard young women. But flavours attract the young men as well, and have “CÎROC THE NEW YEAR WITH THE REAL HOUSEWIVES OF NEW ads to promote their product.’ been a force in taking them away from beer.” YEAR’S EVE. Kim Zolciak of the Real Housewives of Atlanta hosted a CîROC New Years Eve celebration at Beauty & Essex. Guests includ- Target Audience: “Vodka least expensive to manufacture derived from grains, potatoes or ing designer Marc Bower sipped CîROC cocktails. The bash was part grapes with no aging required.” of a series of five sizzling New Year’s Eve parties across the country with guests including designer Marc Bower and drinks such as CIROC ‘Ciroc’s target audience is male and female 25-34 year old unbanites who aspire to live a luxury lifestyle. They are “in the know” consumers “Ciroc, a french ultra- premium vodka, made from select Mauzac Blanc cocktails to accompany them.” relishing in the VIP treatment they can get at hot spots. The activities, and Ugni Blanc grapes grown and harvested in the Cognac and Gail- places and experiences they partake in have energy and style.” laic regions of France, is one of the finer and more interesting vodka’s “Rihanna celebrates New Year’s Eve with Diddy and Ciroc at a private to hit the market in the last serveral years even without the addition to estate on Saturday (December 31) in Miami Beach, Fla.” Development (Flavours): flavours. “Diddy hosted a New Year’s Eve party last night at his private estate on Liquor companies create flavours in order to keep they’re customers “Sales jumped 41% to $6.8 mill in the year ending Oct 3. Diago says Star Island in Miami, FL. With DJ Cassidy providing the night’s interested and loyal. Ciroc not only is the only vodka made from grapes the brand grew 552% from 2007 to 2010 and replaced Belvedere as the entertainment, and a ton of Ciroc on deck, partygoers rang in the new but also has released 3 flavors that have contributed to the soaring 2nd ranked vodka in the ‘Ultra Premium’ category.” year with some serious style.” sales. In 2010 Ciroc released two out of its three flavours: Red Berry Business Marketing: and “Ciroc vodka is ranked No. 2 in premium vodka and named ‘Spirit Brand Diddy posted a series of videos last night entitled “CIROC The New Coconut, and introducing their third Peach flavour in Novemeber 2011. of the Year’ (November, 28th 2011 - Jerri Vega) Year With Diddy” where he lets us in on what it was like inside his styl- ish soirée. ‘... is marketing of goods/services to individuals and organisations for http://globalgrind.com/entertainment/ciroc-new-year- purpose, other than personal consumption. Ciroc’s sales lay heavily on In 2007, Sean “Diddy” Combs agreed to become a brand ambassador liquor retailers and wholesalers, bars, restaurants and clubs (known as for the product. In December 2007, the commercial for diddy-video RESELLERS) in major US cities.’ Cîroc had Sean Combs calling Cîroc the “Official Vodka of New Year’s.” Combs sometimes jokingly refers to Market Segmentation: himself as “Ciroc Obama,” a play on the name of U.S. President Barack Obama.Combs has improved ‘Ciroc uses psychographics segmentation as the base to segment their sales; Ciroc has sold more than 1 million cases in 2011. INTERGRATED MARKETING COMMUNICATIONS, EXISTING ADVERTISING STRATEGY AND ADVERTISING Diddy & CÎROC Present: Art of Celebration Advertisement: Music: Luck Be A Lady - Frank Sinatra There are two strategies in which Ciroc uses Ciroc Vodka is what marketers would call a Specialty Product. It is ‘Ciroc Premium’ - ‘Perfectly Smooth’ simultaneously, the push and the pull stategy. The push approach is an bought to satisfy an individual’s personal want and can be classified as aggressive personal selling and advetrising appraoch that trys to con- both a business and a consumer product.