- 7 -
marketing strategy, and (3) deciding on the tactics to implement
the marketing strategy.
For a cigarette product, determining product position is the
most important step. It involves determining the overall concept
of what the product is intended to offer and the segment of
smokers to whom the product is intended to appeal.
After determining a product's intended position, Reynolds
develops a marketing strategy to achieve that position. The
basic elements of a marketing strategy for a cigarette product
include: (1) choosing the product’s name, (2) determining the
desired physical characteristics of the product (e.g., the
tobacco blend and whether the cigarette will have a filter tip),
(3) developing graphic and package designs, (4) determining an
appropriate price, (5) developing an advertising campaign, and
(6) developing appropriate promotions.
Finally, Reynolds employs specific tactics to implement the
marketing strategy. Those tactics include: (1) developing
executions for the advertising campaign (i.e., the specific,
individual advertisements that implement the theme or themes of
the campaign), (2) determining in which media to advertise, and
(3) selecting product promotions (e.g., “in-store” promotions,
discounts and coupons, direct mail promotions, and event
marketing).
Page: Previous 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Next
Last modified: May 25, 2011