Cnairoc Vodka's Marketing Strategy

Cîroc Vodka’s newly revised vision is to make Cîroc the brand of choice for the next generation (Diageo, 2017). The Complete re-brand and visual identity for Cîroc, customized and re-contextualized the circumflex above the ‘Î’ in CÎROC to reinforce the brands new positioning of upward mobility. Turning a simple typographic accent mark into an iconic symbol that honours the perseverance behind success, and inspiring a new generation to hustle for their dreams and celebrate with Cîroc along the way (Diageo, 2017). In order to bring the vision to life and achieve the brand’s goals, as a marketer I will create a direct marketing campaign tailored to a target demographic I feel the brand’s purpose fits. The campaign will target the multicultural

When focusing on the Hispanic target market, the goal is to recruit Hispanic consumers 21-34 in to the Cîroc franchise. The ideal average income for a Cîroc targeted consumer would be $31,000, which is the average income of millennials 25-29 (Shullman, 2016). Cîroc is an ultra-premium vodka, and with a higher price point may be slightly too high for the average 21-24 millennials non affluent. The beauty is, though it is luxury, it is still an affordable luxury in the grand scheme of products, and speaks to any millennial that strives to embody the luxury lifestyle. Within the two segments, I am targeting the same type of consumer. The ideal target consumer is for the world’s modern elite. Cîroc aspires to be consumed and thought of by those self-made success stories who have used their brains, network, hard work and charisma to pursue and achieve their dreams and enjoy and can afford the luxury lifestyle. These are men and women who want to celebrate life every day, and bring their own stylish touch to the good life, celebrating in ways more lively, colorful and

industries. A report on the Latino consumer by Nielsen, shows that Hispanic power and influence is surging: 50% of U.S. population growth from 2010 to 2015 has come from Hispanics, and the U.S. Census expects the U.S. Latino population to more than double within the next two generations. The Hispanic demographic has a great buying power, which is outpacing the total population. In 2015, Hispanics controlled $1.3 trillion in buying power, an amount larger than the GDP of Australia or Spain, according the Selig Center for Economic Growth, up 167% since the turn of the century. The increase is more than twice the 76% growth in non-Hispanic buying power during the same period (Nielsen, 2016). Latinos have made the most dramatic gains in education, as college enrollment rates among female Hispanics graduating from high school now outpace both non-Hispanic whites and African-Americans. The higher education level is helping drive positive economic results, including rising household income and greater household expenditures. Hispanic millennials are a unique blend of nationalities, culture, and language, which results in a complex consumer segment, however they are all passionate about