Scheme Of Cultivating Gansu Tobacco Companies Customer Manager Cigarette Brand

"The brand cultivation is the first priority in business", National Bureau put forward the basic principle of the "cigarette level and strategic task, which" brand development level is the core, which is to foster "532", "461" well-known brands. Gansu Tobacco to cultivate the three categories above "Lanzhou" brand and the "Double Tenth Five Year" brand as the brand cultivation of key to determine the need to nurture the key brands(specifications), and as a grassroots marketing department is to nurture the brand bridgehead, the full implementation of the famous brand development of the frontline battle.This article through the questionnaire survey method, experimental method and literature research method and interview method are introduced, describes the tobacco companies customer manager plays an important role in the process of responsibility and mission to cultivate the cigarette target brand, demonstrates the tobacco companies customer manager in the cigarette brands in the play the subjective initiative, through five steps of brand foster, namely the target brand positioning(mainly based on the STP strategy, combined with the target customer manager brand "features", the cigarette market segmentation to find out the area of cultivation target market and target retail customers and target consumers, brand promotion(target) customer manager according to the brand "better quality and benefit", summed up the corresponding advertising, belongs to the area of retail customers and consumers the brand characteristics of publicity is not Off target, brand promotion(promotion) customer manager according to the brand promotion plan, formulate and implement according to the plan promotion plan, to assess the effect of the regular promotion through data analysis and market visits), brand maintenance(in this process, the client manager through field visits to focus on OTC target customer’s specific circumstances, to further safeguard brand value, price and maintenance), the target image of brand evaluation(account manager in a period set by the data query, market visits, to understand the target customers and consumers of OTC brand reaction,through the analysis and summary of the work is evaluated and the next step to improve the brand cultivation effect). Draw the importance of tobacco company customer manager in the process of cultivating a brand, customer manager in accordance with the brand cultivate five steps of methods should be properly and to make effective measures, in order to tobacco company brand development work deep, do fine, meticulous.