Smirnoff Brand Audit.pdf

1

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we have used survey by questionnaire method and data from the secondary sources like competitor‟s website and published/unpublished sources.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

2

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

3

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

4

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 5

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.

6

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 7

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 citrusflavored and made with alcohol (3.5% ABV) and spring water and is sold in 4-packs of 1quart [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".

8

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

9

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: 99%

Consumers

96%

300

250

57%

200

55%

Consumers 40%

150 100

50 0 Aerated Drinks

Beer

Whiskey/ scotch

Rum & Gin Cigarettes

Recent consumption Pattern: Fig 1.2:Consumption pattern in first months of 2012

Consumers 98% 300 250 200

42%

150

33%

36%

100

3%

50 0 Aerated drinks

Beer

Whiskey/Scotch

Rum&Gin

Cigarettes

10

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

Vodka Consumers daily (2) 4 to 6 times in a week (4)

51%

36%

2 to 3 times in a week (20) Once a week (109) 2 to 3 times in a month (10) Once a month (155)

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.

11

Fig 2.2 Place for consuming Vodka i:(For Indoor Consumption of different age group)

Place Place

86% 300 250 200 150 100 50 0 2% >18

37% 50% 33%

Own House (With Family Around) 19-24

25-30

Own House (With No 7% Family Around)

Other's House Other's House ( With that (Without that 7% person's person's Family) family)

31-35

35-45

Fig 2.3 Place for consuming Vodka i:(For Outdoor Consumption of different age group)

500 400 300 200 100 0

46%

NOTE:

45%

Place

9%

KEY ACCOUNTS

BAR / DHABA

OTHERS

Key Accounts include Pubs, Discotheques, Hotels, Restaurants. Others include Seashore, Beache, FarmHouse, Marriages.

Fig 2.4 Vodka consumed accompanied with and influence on consumption pattern:

100% 300 250 200 150 100 50 0

45% 8% Alone

Consumer

14%

With Friend

With Relative

Colleagues

12

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

160 140 120 100 80 60 40 20 0

Decision Influencer Decision Maker

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)

8%

6%

White Mischief Alcazar

50%

32%

Romanov Fuel Shark Tooth Smirnoff

13

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

Brand Used 8%

White Mischief (24)

9%

Alcazar (27) Romanov (110)

37% 8%

Fuel (14)

5% Shark Tooth (24) Smirnoff (101)

• 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

Product Specific Reasons

200

58% 29%

100

11%

7%

0 Smooth

Taste

Flavours

Strong 14

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

Influential Reasons 4.5% 15

4%

3.5%

10 1% 5

0

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.

15

INTERNATIONAL SCENARIO IN TERMS OF BRAND AWARENESS: Fig 4.1 Brand recall of smirnoff and closest Internal rival in two responses

60 40

Series1

20

Series2

0 Smirnoff

Absoult

Fig 4.2 Brand of Spirit having highest recall

What brands of Spirit come to mind 22% 16%

14% 10%

Absolut

Smirnoff

Johnny Walker

Bacardi Rum

Fif 4.3 Sex wise international recall of Smirnoff and its rival Absoult as a Vodka brand (In two responses) Female 70 60 50 40

Response 1

30

Response 2

20 10 0 Smirnoff

Absoult

16

Fig.4.4 Male recall in two responses

80 70 60 50 Response 1

40

Response 2

30 20 10 0 Smirnoff

Absoult

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

Scotch Rum Wine

Series1 Beer Category Switching 0

20

40

60

80

100

17

Fig 4.6 Switching penetration of different categories of alcoholic beverage

Wine Beer Scotch Series1

Vodka Rum Category Penetration 0

20

40

60

80

100

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

White Mischief

20% 38%

Alcazar Romanov

37% Fuel Smirnoff

Conclusions :  The TOM AD is White Mischief.  Knowing a brand by its advt. does not make a customer buy a brand often.

18

Fig 5.2 Source Of Ad Awareness & Influence on Buying

Ad Awareness 98% 300 250

200

34%

150 100 50 0 Television

Radio

Newspaper

Internet

Magazine

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

300

97%

92%

95%

250 200

65% 57% 43%

150

100 50

14% 1%

1%

1%

See Regularly Refer While Buying

0

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.

19

 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)

100 90 80 70 60 50 40 30 20 10 0

Series1 Series2 Series3

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)

90 80 70 60 50 40 30 20 10 0

Series2 Series1

20

Fig 6.2 Evaluation and awareness of Slogan (It is good, but do you know it?) 90 80 70 60 50

40 30

Series1

20 10 0

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)

21

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!!! Compet itors are having edge on certain fronts like o Bottles are highly recognizable (80%+ for some for competitors) o Strong associations as unique, different, original and stylish.

22

BRAND PERSONALITY: Fig 7.1 Brand personality assesment(Result is in percentage}

1.5 1 0.5

Series1

0 -0.5 -1

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%) 23

 “I drink Smirnoff but just occasionally”-Availables(Rest)

Fig 8.2 Category loyalty/Category commitment of consumers

160 140 120 100

Scotch

80

Vodka

60

Beer

40 20 0 1

2

3

4

5

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

24

100 90 80 70 60 50 40 30 20 10 0

Series1

Beer

wine

Rum

Scotch

Brand Resonance (Loyalty): Fig 8.4 Types of users 80 70 60 50 40 30 20 10 0

Series1 Series2

Promoters

Passives

Detratctors

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: 25

 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

26

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

27

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 28

Integration of web page, Social Networks and mobile applications.

29

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 30

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

31

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 32

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 Ο Ο Ο Ο

1 2 3 4 5

33

17. What type of Buyer you are? a) b) c) d)

Impulsive Informed Buyer Innovative Buyer(Will search for value every time he/she shops) Will consult others

18. Is the design of bottle a point of difference for you? o o o o o o o o

Grey Goose Belvadere Kettle one Stoli Absolut Ramnov White Mischief 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? 34

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 35

o o o o

Romanav Fuel Shark tooth 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

36

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 Ο Ο Ο Ο

1 2 3 4 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 o o o o

Sciencere Reliable Exciting Sophisticated Tough (Multiple coding allowed)

37

35. Which bottle (size ml) you prefer to purchase? Ο Ο Ο Ο

nip quater full party

36. How frequently do you consume alcohol? o o o o o

Once a week 2-3 times a week 4-6 times in a week Once a month 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 o o o

Own house with family around Own house with no family around Others house with persons family 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 o o o o o o

Friends Colleagues Barman Retailer Boss Girlfriend Parents

38

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) 39

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 ____________________________________________

40

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

Competitive- - 1

2

2

3

3

4

4

5

5

49. Complete the sentenceSmirnoff 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 41

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:

42