Shenzhen Tobacco Industry A Good Day To Enhance Brand Value And Communication (strategy)

In past eight years, reform and reorganization broke out in China tobacco industry, which has been incubated about half a century: separation of commerce and industry, break of regional blockade, strength of commercial network, restructure in manufacturing, rapid decrease in the number of cigarette enterprises from 150 in 2001 to 30 in 2009, and in the number of tobacco brand from 1039 in 2001 to 155 in 2009, also increase of top-30-brands-concentration from less than 15% in 2001 to 48% in 2008. China tobacco industry has seen a high growth.In the eight years, significant changes in global market occurred: global tobacco enterprises merged actively, China joined into WTO, foreign tobacco giants glared at China market, Framework Convention on Tobacco Control(FCTC) was conducted deeply. Because of strict supervision from government on marketing, advertisement, and sales channels, tobacco brands targeting additional profits have been "dancing with shackles".Brand Goodaye, which is made by Shenzhen Tobacco Industry Co., LTD., live in the same age. Leverage on the brand connotation of "Everyday is a good day" and the auspicious culture, its brand value increased quickly. However, confronting global economical crisis and fierce competition from the "20+10" strong brands, Goodaye has to differentiate itself.Based on theories, methods and tools of contemporary marketing, this thesis started with an analysis to China tobacco industrial chain and the SCP framework, described the development of globe tobacco market, observed the competition among domestic brands, and discussed marketing environment of enterprises.The thesis emphasized example verification, it systematically demonstrated the deletion of brand value of Goodaye from perspectives of brand positioning, consumer behavior analysis and product line planning. At last, it applied BCG Matrix analysis to evaluate the brand competitiveness of Goodaye.Base on above, according to the innovation of brand value, brand extension and value communication, we chose a differentiation strategic path to improve Goodaye?s breakout and growth.By means of upgrading its brand value , we would offer different product by the differentiation strategy, which can be flaunted, experienced or implicated, and increase brand competitiveness by terminal marketing and event marketing. The thesis offered a framework of brand value remodeling, proposed measures of product line extension, suggested to construct brand category, contributed ideas and solution for tobacco brand marketing.In the last part, we summarized the conclusion and limit of the thesis.