The Cigarette Brand Administration Of PRIDE

Brand administration is an important content in the Modern Marketing area. It is widely used in the field of product marketing strategy and administration. Brand and the value of Brand have become the criteria for public to recognize the product and its value. Especially in recent years, Brand is becoming the only mean for product differentiation from other similar product. Companies gain competitive advantages from special strategy of Brand administration.Tobacco is special merchandise which is related to public health and safety. It is different from other merchandises. The production, sale and advertisement in the tobacco industry are strictly regulated by government. Because of that,the magnete of the world tobacco companies pay more and more attention to the chinese market which is less strict and huge.Due to it,the reform from the top the to bottom has been made,including apart the industry companies from the commercial companies,and the united in the industry companies.In the international tobacco industry, particular attention has been paid on development and administration of Brand tobacco. Discovery, development and commercialization of new products are very important for companies to gain market share, but the successfully establishing and maintaining of the Brand for commercialized product is also becoming more and more important for corporations to gain market share and keep competitive advantages. For the well-known international tobacco companies, successful administration of Brand has become an important strategy to extent the life of Brand productions and gain profits from the Brand products.In China, the capability and technology for tobacco industry to discover and develop new product are relatively low. The companies in China are also relative smaller. Compare to developed countries, there is a big gap for Chinese cigarette manufacturer to catch up. However, China is largely populated country and the Chinese economy is rapidly growing.In recent years, the growth rate for the tobacco industry is keeping 10% annually and far higher than the global average level. China has become the largest market. In this huge potential and rapidly growing industry, it is very important for the tobacco companies to develop strategy in order to occupy the advantage position in the highly competitive and rapidly expending market. The tobacco companies must face and think about how to develop long-term business strategy according to the companies’characteristics and present situation. It will be vital for the companies to develop business strategy by following the trends of global cigarette market, and building and maintaining Brand Name.Brand PRIDE administration is the major research content of this paper. This paper includes six parts:Description of the definition of Brand administration; Analyzing present situation and characteristics of the tobacco industry, the specialty and importance of Brand cigarette administration; Emphasizing the strategy, plan and execution of Brand cigarette of PRIDE administration.The paper,from the research of the successful brand MARLBORO,extend to explore how to graft the green marketing on the tobacco brand manage. And to propose that in the more and more strongly competitive market, the cigarette manufacturer must pay attention to the Brand building and administration, put Brand administration in the business development strategy, plan Brand strategy and execute the plan for Brand administration at the beginning of the commercialization of product, and build strong Brand Name in the course of sale and marketing, thus to increase the royalty of the customers and make more profit for the organization.