Tobacco branding


Published on

Tobacco Branding - 5 Ps of marketing

Published in: Business
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Tobacco branding

  1. 1. “ Quitting Smoking Now Greatly Reduces Serious Risks To Your Health” Mr. Shantanu Ghosh (Mentor) Amit, Aakash, Alok, Ankit, Mandeep, Saurav
  2. 2. <ul><li>R.J. Reynolds has approximately 28 percent of U.S. cigarette sales. </li></ul><ul><li>The company offers products in all segments of the market </li></ul><ul><li>Makes many of the nation's best-selling cigarette brands, including: </li></ul><ul><ul><li>Camel, Pall Mall, Kool, Winston, Salem and Doral. </li></ul></ul>
  3. 3. <ul><li>We aim to keep adding value for our </li></ul><ul><ul><li>consumers, </li></ul></ul><ul><ul><li>trade customers and shareholders </li></ul></ul><ul><li>All consumers packaging carries a clearly visible health warning </li></ul><ul><li>Modern tobacco marketing is driven by consumer understanding. </li></ul><ul><li>Product brand communication is primarily based on one-to-one permission marketing </li></ul>
  4. 4. <ul><li>Preferences of adult consumers and design </li></ul><ul><ul><li>cigarettes accordingly. </li></ul></ul><ul><ul><li>Tobacco blends – the mix of tobaccos to keep the </li></ul></ul><ul><ul><li>tastes of products consistent. </li></ul></ul><ul><ul><li>The filter, paper and level of filter ventilation are all </li></ul></ul><ul><ul><li>chosen to affect the sensory strength and smoke yield </li></ul></ul><ul><ul><li>of the cigarette. </li></ul></ul><ul><ul><li>At each stage, there is constant quality control and </li></ul></ul><ul><ul><li>testing. </li></ul></ul>
  5. 6. <ul><li>Camel’s unique blend - Turkish tobaccos </li></ul><ul><ul><li>Nation’s number 1-selling brand in just four years. </li></ul></ul><ul><li>Camel’s commitment to quality tobacco experiences includes </li></ul><ul><li>A new generation of tobacco products </li></ul><ul><ul><li>Camel Crush and Menthol with Cool Burst technology. </li></ul></ul><ul><ul><li>Camel remains R.J. Reynolds‘ largest and fastest </li></ul></ul><ul><ul><li>growing full-price brand. </li></ul></ul><ul><li>Camel Snus </li></ul><ul><li>- Introduced nationally in 2009, </li></ul><ul><li>- Camel SNUS provides a great tasting, </li></ul><ul><li>- Neater tobacco experience because it contains premium tobacco, </li></ul><ul><li>- Smoke-free and spit-free. Available in 4 styles </li></ul>
  6. 7. <ul><li>World's first premium cigarettes </li></ul><ul><li>1966 the brand launched the first 100-millimeter cigarette - more value without extra cost. </li></ul><ul><li>Premium Tobacco to deliver </li></ul><ul><ul><li>- a smooth taste, slow burn and a longer-lasting smoking experience. </li></ul></ul><ul><li>During the past two years, Pall Mall has been the fastest growing cigarette brand in the United States. </li></ul>
  7. 8. <ul><li>Delivering innovations and refinements to our products across </li></ul><ul><ul><li>leaf blends, finer cut tobacco, new filters, new formats such as slimmer products. </li></ul></ul><ul><li>Research & Development </li></ul><ul><li>Smokeless Swedish-style snus, supported by several independent health experts as less harmful than smoking cigarettes. </li></ul><ul><li>Leaf supply chain, our proactive approach to support farmers gives us quality leaf. </li></ul>
  8. 9. <ul><li>One brand doesn’t fit all, </li></ul><ul><li>Diversified, segmented global portfolio enables us </li></ul><ul><ul><li>To offer quality brands at the super premium, premium, mid-price and value-for-money price points. </li></ul></ul><ul><li>Consumers also have a strong interest in quality and every right to expect it.  </li></ul><ul><li>Our reputation for quality is a strong aspect of our competitive offer at every price point and we invest to maintain it. </li></ul>
  9. 10. <ul><li>Consumer interest with a stream of packaging innovations such as </li></ul><ul><ul><li>compact packs, side-opening packs, packs that open like wallets, waterproof packs, re-sealable packs </li></ul></ul><ul><ul><li>to keep the contents fresher and packs with rounded edges. </li></ul></ul><ul><li>Innovations vary across our brands, brand variants and markets </li></ul><ul><li>Our approach enables our companies to adapt their offers flexibly to local preferences.  </li></ul>
  10. 11. <ul><li>Promotion now has far less relevance than the other ‘4 Ps’. </li></ul><ul><li>Invest in one-to-one or permission marketing, in age-controlled venues. </li></ul><ul><li>It is also a more intelligent form of ‘precision marketing’ </li></ul><ul><ul><li>Enabling us to know better who our adult consumers are and what they prefer. </li></ul></ul>
  11. 12. <ul><li>We want our brands to be where consumers want to buy them and never ‘out-of-stock’.  </li></ul><ul><li>We want them to be in the right types of outlets </li></ul><ul><ul><li>For example, for our premium brands to be in up-market bars, restaurants and hotels. </li></ul></ul><ul><li>Trade marketing teams who build and manage our relationships with retailers </li></ul><ul><ul><li>Big and small – from supermarket giants or convenience store chains to individual cocktail bars or ‘corner shops’. </li></ul></ul>
  12. 13. <ul><li>Billboards, electronic media, promotional events and sponsorship. </li></ul><ul><li>Tobacco product brand communications include: </li></ul><ul><ul><li>Not to be aimed at, or particularly appeal to youth; </li></ul></ul><ul><ul><li>Not to feature a celebrity nor link tobacco with sporting, professional, social or sexual success; </li></ul></ul><ul><ul><li>Not to appear in printed publications unless at least 75 per cent of readers are verified as adults; </li></ul></ul><ul><ul><li>To carry a health warning as well as the health warnings on product packs; </li></ul></ul>
  13. 14. <ul><li>No giant billboard advertising and no billboards at all within 100 meters of a school; </li></ul><ul><li>No web, television, cinema or radio advertising unless the audience can be restricted to verified adults; </li></ul><ul><li>No event sponsorship unless the participants and audience are adults; </li></ul><ul><li>No direct consumer contact unless with verified adult consumers; </li></ul><ul><li>No unsolicited free samples. </li></ul>
  14. 15. National Ranking by Share (June 2010) R.J. Reynolds' Brand Share of U.S. Sales Type of Brand #3 Camel 7.45% Premium #4 Pall Mall 6.75% Savings #5 Winston 2.99% Premium #7 Doral 2.60% Savings #8 Kool 2.49% Premium/Menthol #11 Salem 1.68% Premium/Menthol
  15. 16. Growth Brands Support Brands Non-Support Brands Camel Winston Carlton Pall Mall Doral Eclipse Kool GPC Capri Lucky Strike Misty Monarch Salem
  16. 18. <ul><li>Philip Morris International (PMI) is the leading international tobacco company, with products sold in approximately 160 countries. </li></ul><ul><li>In 2009,an estimated 15.4 percent share of the international cigarette market outside of the U.S </li></ul><ul><li>Number one company by volume in 11 of the top 30 markets, and number two in additional 11. </li></ul>
  17. 19. <ul><li>Marlboro has been the world’s number one cigarette brand since 1972 and is one of the most powerful trademarks among all consumer products. </li></ul><ul><li>In 2009, Marlboro ’s volume outside the United States was 302.0 billion cigarettes. </li></ul><ul><li>It is larger than its next three competitors combined, and its volume exceeds that of the top four global drive brands of British American Tobacco (BAT) and the four global focus brands of Japan Tobacco International (JTI). </li></ul>
  18. 20. <ul><li>Several factors are responsible for the leadership position that is being enjoyed by Marlboro cigarettes brand. </li></ul><ul><li>Marlboro has continued with the same amount of nicotine as it was and thus it is one such brand that is ensuring safety for the masses. </li></ul>
  19. 21. <ul><li>Marlboro brand has identified itself amongst the American icons of masculinity, the cowboys. </li></ul><ul><li>All its advertisements are centered on the heroics of these glorified brave heroes of yesteryears. </li></ul><ul><li>Unlike using jeeps, Marlboro advertisements make use of horses which again represent originality for heroics and masculinity. </li></ul><ul><li>Masculinity has another test which is apparently missing in competing brands </li></ul>