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Branding strategy of British American Tobacco
Many marketers believe the key to database brand success is in managing external and technical factors, such as data selection, data integrity privacy issues, supplier relations or even data analysis and application. While these factors are important, and their absence a barrier to competitive database brand, their presence does not ensure success. Organizational characteristics are the true, key components of readiness for database brand .
The current philosophy of the tobacco business is to test products extensively before taking them national. Due to absolute saturation of the cigarette market, strategy involves starting tests in 2-4 traditional test cities and then expanding tests, often to entire regions. With 200 brand styles available, finding a market niche is increasingly tricky. Philip Morris has been particularly active in the testing arena, and it will not move national until it has absolute confidence in a brand. The company is busy testing such offerings as the Concord and Dunhill brands. R. J. Reynolds is carefully testing its female-skewed Ritz brand, while Lorillard is gearing up for expanded tests of Newport 25s. Lorillard's national rollout of True Gold is an exception to the use of extensive testing.
BRITISH American Tobacco (Malaysia) Bhd (BAT), formerly known as Rothmans of Pall Mall (Malaysia) Bhd (RPMM) will focus on marketing its dominant Dunhill brand of cigarette, which has helped boost the company's pre-tax profits for the first quarter in 2000. According to BAT's managing director Stuart Watterton, Dunhill and other brands market by BAT like Benson & Hedges, Kent, Peter Stuyvesant collectively have a 70 per cent market share of the country's cigarette industry, with Dunhill alone having a 40 per cent share. Watterton told reporters after the company's annual general meeting yesterday that Dunhill has regained most of its market share lost last year. This was achieved through increased promotion...
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- INTRODUCTION 2
- 1.Factors which led to the success of the Dunhill Tobacco Company 3
- 1.1.A review of promotional strategy 3
- 1.1.Philosophy of the tobacco business 4
- 1.2.1.India branding strategy BAT 7
- 1.2.2.British American Tobacco Malaysia 9
- 1.3.Dunhill Tobacco Market 10
- 1.3.1.Defining the marketing mix 10
- 1.3.2.Elements of branding strategy 12
- 1.3.3.Market segmentation & Segmentation parameters 14
- 1.3.4.Consumer behaviour and decision –making factors 15
- 1.3.5.The benefit of surveying existing customers 17
- 1.3.6.Multibranding and its challenges 19
- 2.Brand orientation of BAT analysis 21
- 2.1.Competition and Explanation 23
- 2.1.1.The Neoclassical Explanation 24
- 2.1.2.Explaining Dunhill Tobacco Company Diversity 25
- 2.2.Change programmes 26
- 2.2.1.The unpredictable results 26
- 2.2.2.Brand targets and Comparative Advantage 28
- Conclusion of 1 part 30
- References 32
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- 32 psl., (12824 ž.)
- Word failas 137 KB
- Lygis: Universitetinis
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