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Made from
“snap frost”
grapes in France
In order to target a more “urban” clientele, Diageo offered Diddy a 50% stake in the brand
Sales reached $8.8 million by 2011
SWOT ANALYSIS
CURRENT TARGETING
African American Men
25-30
Middle Class
Urban
PROPOSED TARGETS
African American Men
25-30
Middle Class
Urban
Caucasian Women
21-30
Middle Class
Identifies with Urban Lifestyle
POSITIONING
PRODUCT
currently 3 flavors: red berry, snap frost vodka, coconut
"vodka" distilled from grapes
regularly used with mixers
distinct taste
2 new flavors - Lime and Pineapple
Pricing
Celebration Packaging
• Single Bottle - $30
• Package of 6 - $150
• Package of 10 - $230 +
Additional Mixers
when purchasing more than one package, Ciroc will provide mixers, such as soda, juices, and energy drinks
PLACE
clubs
grocers
(exclusively over the counter)
WEBSITE
^ REVENUE
Packaging
logo
- Current Logo is very simplistic
- It has no distinguishable shape
- “Expensive vodka with a cheap logo”
PROPOSING NEW LOGO
New logo features the “Circumflex”
CîROC
Allows consumers to build loyalty to the brand and not just to Diddy
PROMOTION
Gwen Stefani
Feminine appeal
Blend of culture and class
New “flavor”
Promotes similar “lifestyle” ideal
Strong personal brand
multimedia advertising
TV advertisements, billboards, magazine ads
nontraditional advertising
sponsor "mixers"
product placement in Entourage
facebook events side bar ads
Diddy & Gwen Stefani collaboration
current
with new marketing plan
through web traffic
attract advertisers to website
(of "mixers")
sell celebration packages online
In order to combat the brand's heavy reliance on Diddy, we suggest introducing a co-ambassador
SEGMENTATION
STRENGTHS
The Diddy Lifestyle • Bottle (Packaging)
New Flavors • Growing Every Year • Name Recognition
Diddy Becoming Irrelevant • Competition
Focus on Grapes • Current promotional strategy too narrow • Too Much Reliance on Diddy
WEAKNESSES
THREATS
Expansion • Introducing New Flavors • Impacting New Segments