|
|
|
|
|
Eclipse Report
|
|
|
THEORETICAL FRAMEWORK 1. Segment Marketing – Isolating broad segments that make up a market and adapting the marketing to match the needs of one or more of the segments. 2. Target Market – a set of buyers sharing common needs or characteristics that the company decides to serve. 3. Product Position – the way the product is defined by consumers on important attributes - the place the product occupies in consumers’ minds relative to competing products. PROBLEM STATEMENT How to develop RJR company’s marketing strategy in terms of segmentation, targeting and positioning in order to gain market share for Eclipse? LIMITATIONS OF THE STUDY · Timeline considered is before Japan Tobacco acquired RJR’s international operations PREMIER vs ECLIPSE COMPARISON PREMIER ECLIPSE Developments – smokers felt like outcasts; 2nd hand smoke became a bigger issue; more places banned smoking Target market Sophisticated, upscale, urban, educated, older; over 25 years old; hooked on smoking, but looking for alternatives to quit Adult smokers over 35; slight skew toward women; people who enjoy smoking but don’t want to smell like a smoker; don’t want to expose relatives and friends to 2nd hand smoke Price 25-30 cents more for pack (25%) than other name-brand cigarettes 1st – 10 cents per pack above premium brands2nd – Priced comparable to premium brands Ad campaign “The Cleaner Smoke” Steaming teakettle – “Imagine a cigarette that smells like this”“The smoke that disappears. Your girlfriend doesn’t.”“Enjoy smoking without smelling like smoke.”“Smoke on your couch. Not on your porch.”“Smell like your cologne, not your cigarette.” Others Promos - Offered 2 or more packs for the price of 1 Research – Favorable response from smokers and non smokers’ families and friendsTesting – (1) free carton – gave video, asked to attend discovery group(2) Dropped videos; more written instruction to packs What Consumers Said Smelled like burning lettuce and smoldering tennis shoes Some liked the flavor, some did notDifficult to light the cigaretteLiked that it didn’t leave tobacco smell in house and carsWas a novelty for a while; but the new has worn off RJR’s FINAL STEP · RJR tested the cigarette internationally · Japan Tobacco (JT) acquired RJR’s international operations · Culturally, Japan stresses being polite and considerate of other people SMOKER SEGMENTATION Defined in terms of USAGE – 1.
|
|
|
|
Still Can't Find What Your Looking For? Then Try a Essay Search!
|
