The Report .. The introduction

This report is going to outline the core functions of the new Smirnoff app, and viral video which have been created to enhance Smirnoff’s target customer and increase brand awareness. The original Smirnoff app was released on the 21^st October 2011, and automatically came under criticism for not working (Smirnoff App, itunes.com, 2011)

The app viral video will consist of three outcomes, with the ‘Recipe Finder’ being the focus for this report.

The target customer for these new Smirnoff ventures are mainly ‘freshers’ aged between 18 and 25, as this is the standard age to begin University life. The customers would have interest in, socialising with friends, nightlife, going to gigs and meeting new people. They also enjoy drinking Smirnoff vodka and other products which are endorsed by the brand. Like all students money is a big issue, so the idea of saving money with the 10% off Smirnoff vodka will be a bonus. Although focus has been primarily on ‘fresher’s’, this doesn’t mean that they will be the main downloaders of the app, as the inclusion of cocktails recipe’s and different Smirnoff flavours would open it up to a larger target audience, and wouldn’t make it as niche, because Smirnoff is enjoyed by a variety of ages.

SMART objectives are an important aspect when analysing a new idea, here follows the SMART objective’s for the Smirnoff app viral video.

Specific - To promote the use of Smirnoff when creating cocktails.

Measurable - Measured by the amount of times the app is downloaded, as well as the

Increase in Smirnoff sales from in store.

Achievable - They already have an app as well as several promotions, so it shows that they have the resources.

Realistic - They are a large company and so they have the funds and the people to carry

out the service.

Time Specific - App will be released at the beginning of September alongside the release of the viral video, before university fresher’s starts.