Study On Marketing Stategies Of "Changbai Mountain" Cigarettes In Cigarette Factory Of Yanji Jilin

Cigarette factory in Yanji Jilin has shown signs of an upturn in recent years. The sales volume of its main brand"Changbai mountain"increased progressively, it presents prominently within the same scale level cigarette enterprises, the enterprise has advanced into 36 forces of Chinese Cigarette Enterprises, primarily possessing the potentials of monopolizing the northeastern cigarette markets, and then developing into the national representative brand. The pace of strategic adjusting Chinese tobacco industry has quickened, which will cause the medium scale cigarette enterprise have a good competition in a couple of years, while at the same time it provided a once-in-a-blue-moon opportunity for Cigarette factory in Yanji Jilin. Whether it can seize more market share for its main brand and cultivate a sound, steady , long-life cycle and high quality brand goods will be a determining factor to gain the initiative and saying power in which the enterprise might not avoid in the following union and reorganization.Historical practice has proved it is true that cigarette factory in Yanji chose a development direction of single brand and the multi-standards in recent years, considering the condition of present management, the products of most standard falls short of demand at present, the brand vitality is exuberant, and there is a huge space to the development of marketing. As to the macro-managing environment, the urban inhabitants have a great demand to Changbai Mountain cigarettes, the economical developed big or media-sized cities have an obviously increased demand to the second and the to the above upscale cigarette, at the same time, cigarette sales volume decreases in the country area. All the above are important factors when we are formulating Marketing Strategies of"Changbai mountain"target market.From the microscopic environment, the business management pattern is advanced, esp. Using the management pattern of the American Reynold gentleman"the camel", which precedes in the same level profession; The rich wild resources in Changbai mountain provides a convenient condition to develop a characteristic product for the enterprise; The huge, stable, order supply-and-sales network of National Tobacco Monopoly bureau ensured an easy access of supplying and sale for the enterprise. Now the enterprise has been in a preceding position within cigarette professions in the northeast area, possessing the strength to promote the position of its brand and developethe national market, however its tobacco depending on exterior goods supply and shortcoming of researchers has been a bottleneck which restricts the development of the enterprise.Seeing from the brand"Changbai mountain", low tar, green, formula of environmental protection conforms to the international cigarette trend of development, a first-class quality, the low-grade price is suited to developing a populace name brand, good terminal guest sentiment, second class growth tendency and so on are all obvious superiority of"Changbai mountain"cigarettes. But there's still a gap between"Changbai mountain"cigarettes and the domestic superior brand cigarette; Factors that has an insufficient policy-type resources, the brand has an intense region characteristic as well as the brand have not obtained effective accumulation restrict its extending its market to the whole country. The current National Tobacco Monopoly bureau's conforming brand developmental strategy has created an opportunity for the brand. China's region expense culture characteristic and the tobacco profession regional protectionism has gained time for the brand, while if the brand can not seize the opportunity grow into the nationwide superior brand, it can also be conformed and finally got eliminated through the competition.When cigarette factory in Yanji set target market, first it should consider the purchasing wishes of consumers must from the angle of the culture, the society, individual, psychology and so on, changing along with the consumer demand. It should represents the traditional characteristics of North dry tobaccos, mainly using red in designing which conforms to the Chinese esthetic view. Trying to consider different class of consumers, like different professions, different ages, different sex groups, so that it can outstand the brand, strengthens the brand confidence and the promotion brand value. Considering the enterprise has only 345,000 boxes of the production quota at present, I suggest the enterprise chooses the geography factor, the humanities factor, the psychological factor and the behavior factor as a standard to subdivides the market, trying to carry an accurate fine division to the target market, enabling the biggest profit to each specification of market. The target market should mainly focus on the cities in northeast, northwest, North China, East China, South China, deliver the second kind of cigarette to northeast, northwest and take East China, South China as the main area of first class cigarettes. Make consumers think that"Changbai mountain"brand is not only a symbol of status but also has unique fragrance, strength, taste feeling and low hazardous nature, which make them to have a over smoking.This article designs a marketing combination strategy for"Changbai mountain"cigarettes in Yanji which is as follows:The product strategy adopts a high quality and brand name strategy, takes low tar, low harm as the main selling point, makes"Changbai Mountain"brand as a famous product brand image with all strength. At present there are 9 specification products for"Changbai mountain"brand, from now on it will be supposed to reduce the product line, optimize product combination, choose"Changbai mountain"brand (like charm) as high price featured cigarette, mainly serving the role of expanding brand image. The second class cigarette optimize to an area, presently Cancels three class cigarettes.The price strategy adopts a strategy which unifies the graduation fixed price and the brand fixed price, for the need to rapidly expand market capacity and be on good terms with high end brand among the common people, hits the host product to middle-grade cigarettes, which take 6 Yuan to 10 Yuan each pack. First class cigarettes aims at 15 or 20 Yuan and forms certain scale. New product should choose a fixed price goal, pursues the maximal profit and gains certain market share. We should try to develop different added value for the brand through the product packing, the technology content, the tar content, the fashion degree, the fragrance and so on, thus pulls different rank for each class, satisfying different expense needs as well as cover more markets as possible.On the strategy of marketing channel, I suggest we establishment a strategic partnership with the tobacco company and the cigarette retail sales household, so that it can realize an interaction and mutual benefit between the information of cigarette retail sales households and the enterprise resources. On the strategy of marketing, we adopts an push and pull pattern. On the basis of promoting the brand the image, perfectly constructing cigarette sale network, promoting a large sales visiting dynamics foundation, we advance"the telephone ordering, the electron settles accounts, the net distributes orders, the modern physical distribution"and other series of modernized operation management pattern to strengthen the construction and management to retail the client side, esp. to key city retail sales client side and seize the terminal commanding point.