Tobacco Hunan Industrial Corporation Cigarette Brand Integration

Changsha cigarette factory and Changde cigarette factory , which were two major affiliates of Hunan tobacco industry ,were incorporated in October 2006 and meanwhile a new entity of China Tobacco Hunan Industrial Corporation was set up. Baisha brand has been listed as No.1 in terms of sales volume per single cigarette brand for four consecutive years.The sales volume of Hurongwang, another key brand of China Tobacco Hunan Industrial Corporation ,of which brand awareness and influence have enhanced ,has surpassed Zhonghua,the well-known domestic premium cigarette brand.Currently international tobacco magnates are switching to undeveloped markets, and the regulation and legislation upon tobacco industry are reinforced, which make it even more difficult to cultivate cigarette brand.After the incorporation,it is a great challenge for Hunan Tobacco Industrial Corporation to participate in comprehensive high-level competion home and abroad and establish its own cigarette brands.In recent years,the marketting cases of Hurongwang and Baisha brands representative of successful cigarette brands ,has not only obtained attention from the tobacco industry but also has entered into the horizon of domestic marketting field. On the whole,the brand building of china tobacco universally lacks of systematism, stratagem and target-oriention. Under globalizing circumstance,by retrospecting the brands progress of Hunan Tobacco Industrial Corporation and exploring the methods and tactics concerning brands integrating and brands building,it can provide practical instructions for developing chinese-style cigarette brands which are reliable to compete with tobacco brands from abroad. Since the amalgamation,it is beneficial to form united force of Hunan Tobacco Industrial Corporation by the means of effectively integrating brands resource ,adjusting and optimizing targeted markets. This thesis focuses on Hunan Tobacco Industrial Corporation as its research objective which explores the brand integrating and brand building by the approach of practical- demonstration.First, On the basis of thoroughly analyzing the competitive circumstance of tobacco markets ,the thesis points out the necessity about brand integration of Hunan Tobacco Industrial Corporation by using the methods or analysis patterns such as SWOT analysis, BOSTON matrix analysis and the theoretics of brand integration.According to the overall reviewing of the developing condition of Hunan Tobacco Industrial Corporation, the Author tries to clarify the multi-brand and delamination strategy which concentrates advantageous resources amain on developing Hurongwang and Baisha series of brands .And then,the author tries to design the brand integration plan systematically.In a ddition,the author makes a comprehensive program of the marketing measures about Hurongwang and Baisha brands.Among these measures,the author emphasizes on brand positioning,brand image forging, the raising of brand value. Finally,the thesis brings forward some proposals for the important issues during the coures of brand integration in Hunan Tobacco Industrial Corporation.