泰山培育策划（Taishan cultivation plan）.docVIP

泰山培育策划（Taishan cultivation plan） Taishan (grand) brand sidelights Source: Shandong Jining Tobacco Co., Ltd. marketing department Central District of Shandong, Jining is located in the center of Jining area. It is the political and cultural center of Jining city. It has a large population, a large number of floating population, a high degree of opening to the cigarette market and more 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, a 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 marketing department of the city has made a careful and detailed investigation and analysis of the current tobacco market. Data show that in 2008 1~4 months, Taishan (new products) sold 163 boxes, Taishan (Wang Yue) 26 boxes, Taishan (luxury) 234 boxes, Taishan (grand) 173 boxes. 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