Product 1 – Smirnoff Vodka
Demographics for current target market :
Age: legal drinking age – 30
Gender : Female
Marital Status: single
Income: 45,000
Overview: the brand is known as a “youthful” and “vibrant” brand. This is similar to the target
market which is younger and more outgoing. They are currently after females that like to go out
and party and of course drink vodka. These females have a full time job with disposable income
to drink and they are single. They choose Smirnoff because it is what most women drink and
there are more flavours than other products. These girls are not heavy drinkers and do not
want to be able to taste the alcohol.
Product Description (ingredients, use, Benefits) : Smirnoff is used for mixed drinks. One of the
largest benefits to it’s consumers is that it is one of the cheapest brands. Smirnoff also has
different flavoured vodka and coolers. Although people like vodka they do not like the taste so
the benefit of a high quality spirit is that you can’t taste it.
Demographics for new target market :
Age: legal drinking age – 30
Gender : Males
Marital Status: single
Income: 45,000
Overview : this target market is identical to the original except for the gender. Focusing on
males is important to do because Smirnoff is seen as a very girly product. Since the benefit of
this product is the price and high quality spirit we need to maintain this when redirecting the
product. So in order to target it to males we need to make it a higher percentage. Having a
stronger vodka and also dying it black we could release Smirnoff black. A clear bottle with black
liquid would draw eyes in and seeing that it has a higher percentage would show men that it’s a
man’s drink.
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Bonus image : a white background with the black bottle simply saying “the new rum and coke”
or something along that line. Once they figure out the percentage they would need to have that
largely in bold saying “not a girly drink” something to show this is not made for women it’s a
man’s drink.
Product 2 Almond Breeze
Demographics for current target market :
Age: 30-45
Gender : Female
Marital Status: married with children
Income: 65,000+
Overview: Almond Breeze as a company is originally targeted to families with
children. It is also targeted towards people with dairy allergies since it is dairy
free. It is a good substitute for people who do not like soy milk. This particular iced coffee
doesn’t have a particular target market since it is JUST being released so we can assume it is for
these mothers as well.
Product Description (ingredients, use, Benefits) : like I mentioned above this product is dairy
free, but it is also free of soy lactose, cholesterol and gluten. It is a great source of Vitamin E,
Calcium, and Vitamin D. it is also made with non-GMO almonds. It is also only 100 calories.
Demographics for new target market :
Age: 18-25
Gender : Females
Marital Status: single
Income: 10,000-35,000
Overview: when redirecting this product to a younger age group of females we need to make
sure they know the benefits of almond milk. Since eating healthy is becoming more popular as
well as dieting we need to ensure these females know it is only 100 calories and tastes great.
Since places like Tim Horton and Starbucks have started selling ice coffees it has been very
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successful. Having one right in your home that you don’t need to go out and buy is that much
more convenient for the target market. This product is only 100 calories compared to a Tim
Horton’s ice coffee (260 calories) and this is the biggest benefit to this age group. Although its
healthy and there are some great health benefits we need to ensure they know its low calorie
so they will try it.
Bonus photo : the tagline in this ad will be “indulge without guilt” and it will have a young hip
girl pouring it into her own reusable coffee mug on ice. Shows that they are eco friendly and
you can bring it on the go like any other ice coffee.
Product 3 Belmont Cigarettes
Demographics for current target market :
Age: 20-45
Gender : Men
Marital Status: Single
Income: 40,000+
Overview: Men have always been a primary market in cigarette brands. They
are usually single and have been smoking since they were young. The income level is slightly
higher because people on welfare cannot afford to smoke this brand of cigarettes. They are not
advertised anymore but they have a high place in the consumers mind.
Product Description (ingredients, use, Benefits) : there are obviously no direct benefits to
cigarettes but Belmont as a brand has some. They are higher quality but still inexpensive. They
are known as a social cigarette that can be shared with men and women (mostly when
drinking).
Demographics for new target market :
Age: 18-25
Gender : Female
Marital Status: single
Income: 20,000-40,000
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Overview: when redirecting these cigarettes to females we need to make it more comfortable
for them to buy. These will be released as “belmont lights” and have a light pink case. Since
these are more of a social cigarette that people buy when drinking this will become the
automatic go-to for women. They now have a lighter version since these women usually aren’t
regular smokers. Women feel better about smoking them because they seem “not as bad” and
won’t wake up as hoarse. This is the main benefit along with the fact that they can become
social smokers and feel more comfortable buying them.
Bonus : since there is no direct advertising I will describe how we will change the packs. They
will be MUCH thinner, so they fit in a girls clutch purse when they are out drinking. They will
also be pink on the front and have a pink line on the filter instead of blue. The word “Belmont”
will stay the same but the word “light” will be in very cursive girly font.
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