Hi guests market and promote the planning case.docVIP

 PAGE \* MERGEFORMAT 17 ‘Hi guests’ market and promote the planning case ‘Hi guests’ brand planning background An oversupply of cigarette products in recent years, the market competitive. Cigarette sales in the country is not wang, prices are low, the increased inventory situation, the tobacco industry’s desire for the advantages of the brand strongly than ever. How to cultivate strong brand, make the product stand out, increase market share of the cigarette industrial enterprises has become an important issue. Advantage of the brand for the cigarette factory, Baoding, the even more important. Since 1990, enterprises nine consecutive losses, the main reason is that there is no best-selling product, there is no advantage of the brand, ‘new products’ development of fast, die very soon. Enterprise decision-makers in the ‘development in the market are well-known brands’ reach a consensus by the professional market research agencies, corporate marketing staff and plant-level leaders formed a number of research groups, the products of the Baoding cigarette factory status quo, market performance conducted a large-scale research, as ‘hi guests’ brand, provide a detailed listing of the planning and accurate first-hand information. Baoding, Hebei Province annual consumption of cigarettes about 24 million cases, of which nearly 12 million cases of the retail price of 1.2-2 RMB / box (four cigarettes). 1999 annual production of 162,000 cigarette factory Baoding boxes, of which four types of cigarettes account for 80% of the total, but the brand names, miscellaneous, arbitrary, and the vast majority did not benefit, or even a loss. So, as soon as possible to cultivate a development of four types of smoke in the new grades, so that ‘new product’ has a market, efficiency, has become an urgent need to address the problem. ‘Hi guests’ listing plan A, ‘new products’ listed on the feasibility of Enterprise’s resources are limited. Only the existing human and material resou