泰山培育策划（Taishan development planning）.docVIP

泰山培育策划（Taishan development planning） Taishan (grand) brand sidelights Source: Sales Department of Shandong city in Jining tobacco company Jining city Shandong district is located in the Jining area center, Jining city is the political and cultural center, population density, population mobility, cigarette market opening degree is high, so many brands. According to the characteristics of central city as the citys economic center, cigarette consumption habits have a certain influence, Shandong Jining Tobacco Co. Ltd. in the sales department decided to put the wedding market as the starting point, the implementation of the break the bottleneck, the key breakthrough, comprehensive promotion strategy, Taishan (macro map) as the focus, to occupy the wedding market, driven by the rapid development of the whole product development work of shandong. First, in-depth analysis, clear positioning Know thyself, know yourself. In the selection of brand development work, the first to have a comprehensive understanding of the market, in order to find out the problems, identify the direction, identify the entry point, and then concentrated force, all-round, deep-seated and efficient brand cultivation. First of all, the City Sales Department to do a careful investigation and Analysis on the current Shandong tobacco producing market. Data show that in 2008 1 to April, Taishan (New) total sales of 163 boxes, Taishan (Wang Yue) 26 box, Taishan (luxury) 234 box, Taishan (grand) 173 box. The Taishan (New) occupy a leading position in the smoke, and the Yuxi racing together bridle to bridle the total sales of 145 boxes, all belong to the mature brand, have a fixed consumer groups; Taishan (Wang Yue) in the growth period, the target market is relatively narrow, the market share is not high; Taishan (luxury) a mature brand, occupy a similar share of higher priced cigarettes; Taishan (grand) although also belongs to the mature brand, but the market share and the OTC rate has been less than ide