Ciroc’s target market is males and females between the ages of 25 and 34 years old. Ciroc puts the idea of living an extravagant and luxurious lifestyle in to the minds of its consumers. Consumers of Ciroc are thought to be “in the know,” or being aware of the quality they are consuming while others may not have the information or means of acquiring it. Ciroc is thought to be sold at the hot spot, or late night clubs with VIP treatment, high energy, and style.

As we have discussed previously, The United Kingdom is an individualistic society. The consumers of this country focus on how they view themselves, instead of the group. Their consumption behavior is utilized to achieve individual social gains and indicate their esteem. Branding has especially strong influence in the UK and features greatly enhanced product consumption. With a similar social context to that of the U.S. and high profit margins in both regions there’s no doubt our product is successful under these circumstances.

The nature of the UK luxury market is mature, as they have been exposed to prolific brands for some time. We believe that Ciroc’s expensive marketing scheme and high profile spokesman are a great fit to brand their market to these consumers. Drinking expensive and stylish vodka like Ciroc will deliver the look of high social status to consumers in the UK, where status is of the up most concern.

Shukla, Paurav (2010), “Status Consumption in Cross-national Context: Socio-psychological, Brand and Situational Antecedents”, International Marketing Review, 27