Upload
faraz-bin-shamshad
View
112
Download
1
Tags:
Embed Size (px)
Citation preview
FREE YOUR MIND.
SEEK… …. . .
AND YOU WILL FIND.
A PLACE WHERE SENSES RISE,
WHERE WHIMS ARE INDULGED.
AND WHERE THE REST OF THE WORLD JUST HAS TO WAIT
UNTILL YOU ARE . . .
GOOD & READY!
BENSON
HEDGES
Group Members:Aimen Jamal Qidwai
Altamash Javed Lone
Hammad Masood
Hassan Haider Jafri
Naila Shaukat Ali
Salma Ayeshah Warraich
Syeda Masooma Rizvi
BackgroundBenson & Hedges cigarettes were created in 1873, for the then Prince of Wales.
British American Tobacco acquired the rights to the brand in a large number of overseas markets in 1956.
Today, British American Tobacco Group companies sell Benson & Hedges in more than 80 countries.
BAT’s Premium Brands
Lucky Strike
Dunhill
KOOL
Brand Management Concept
Premium Priced Product
Prestigious
Gold
B&H Background in Pakistan
Imported B&H was launched in Pakistan in 1996
Bench Mark Prices for International Brands.
Image Building
Highest Selling Premium Brand
Excise Changes in 2001
Local Market Launch 2003
Background problem:
Biggest Competitor –
Smuggled B&H
Urdu Warning
Make Local manufacture of B&H acceptable to consumers.
Grow the Segment.
Reduce Product Cost as opposed to Imported Product.
Short Term Benefit Long Term Benefit
Key success Factors for Locally Manufactured
brand
Brand Vision
What is the brand all about?
Benson & Hedges - to be the leading international entry brand into the Premium segment for ASU30 consumers.
Target Consumer
Demographic ASU30 Male Bias High Socio-Economic Groups (Education and Income)
Psychographics
The Benson & Hedges smokers are described as Responsible, Optimistic, Confident, Ambitious Smokers (ROCAS).
•Responsible
•Optimistic
•Confident
•Ambitious
BRAND ROLE
Achiever
VALS 2
Striver
Fulfilled Experiencer
Believer Maker
Struggler
ActualizerPrinciple
Status
Action Abundant Resource
Minimal Resource
CONSUMER ATTITUDES
Key Consumer Benefit & Reason
Rational Benefit: The SubstanceRational Reason: ?
Emotional Benefit: The SoulEmotional Reason: ?
Brand Essence
“Soul & Substance’
Brand WorldThe Benson & Hedges brand world is a balance of Golden Soul & Substance. A balance of International Prestige with Substance & Emotional Warmth with Impassioned Spirit.
Brand CharacterBenson & Hedges has a balanced character, so it is both
Human & PrestigiousIn Touch & InternationalRelaxed & The Gold StandardImaginative & AuthoritativeOptimistic & Stable
Desired Consumer Response :
“I like what Gold stands for and B&H is Truly Gold.”
Brand Muscles
SOUL & SUBSTANCE
• Gold Standard• Pack• Hallmark• International Prestige• Human Warmth• Impassioned Spirit• Generosity of Spirit
•Agony& ecstasy•Cool & calm•One & only• Above & beyond• Far & Away• Free & easy• Up & Down• Out &About • Wild & free• Free & easy• Pins & Needles• Lost & Found • Taste & flavor • Time & Place• Hopes & Dreams•Romeo& Juliet
Positioning
Target Market: Up market, urban outgoing who seek and international brand with an established name of heritage and prestige
Brand Persona: Elegant, Conservative, Exclusive, Regal, Someone with class,
Real high class male or female,
Older men/women with money,
The country club set, Bridge and luncheon,
Car: Rolls Royce / Cadillac
Beverage: Scotch, Brandy
Elegant, High class, Prestigious brand
PREVIOUS BRAND PERSONA
REPOSTIONED BRAND PERSONA
Target Market: Responsible, Optimistic, Confident, Ambitious, Smokers ROCAS
Brand Persona: Intelligent, Independent, Generous, Prestigious, Relaxed, Imaginative, Authoritative, Optimistic, Stable
Youth who think for themselves, Rebellious,
The out going trendy crowd,
Dance Parties
Car: Sports Car, BMW
Beverage: Vodka, Gin
Repositioning Youth, Free , Independent, Energetic, ROCAS
Brand IMAGEMaleGenerosity of SpiritEmotionalWarmJoyful & HumanStrength of CharacterResponsibleOptimisticConfidentAmbitiousProgressive, Evolutionary, Dynamic
Fusion: Social, open minded
Others:
Emotional, Fun loving, Energetic, Spontaneous, Witty, Uplifting, Intelligent and individualistic
BRAND VALUE PYRAMID
Unique Selling Proposition
•FRESHNESS
STYLE
Brand Extension
1 BRAND = 1 PROMISE = 1 PRODUCT
LAW OF SINGULARITY
Brand Communication
Advertisements ATL
BTL
Sales PromotionTrade Promo
Consumer Promo
I M C
Own the People
Share Knowledge
Brand Plan
Own the Venues
Brand Amplifiers
SUBLIMINAL PERSUASIONB&H employees sublimation in the following
ADS
Hoardings
Event management
Retail merchandising
Motives are aroused by depicting various situations having a range of emotions. Some of these are:
Anger Agony Ecstasy Joy Freedom
EMOTIONAL AROUSAL
Role of Brand Manager
Purpose Statement:
• Develop and ensure implementation of a brand marketing strategy in line with brand portfolio objectives.
Principal Accountabilities:
• Develop and implement the brand plan to ensure that brand objectives are achieved
• Commission research and rigorously analyse data to ensure brand issues are understood and corrective action identified
• Recommend and manage all brand activity to ensure fit with brand strategy and corporate guidelines
• Understand the impact of cost elements on brand profitability and control brand support expenditure to ensure brand profit objectives are achieved
• Develop and coach direct reports to ensure talented individuals feel motivated and are able to progress
• Manage external agencies to ensure all brand activity is in line with the requirements of the brief
• Employ innovation in products and processes in order to achieve competitive advantage
• Work closely with Trade Marketing/End Markets and Operations to ensure product and brand activities are correctly managed throughout the supply chain
• Apply best practice in brand management to optimise efficiency and effectiveness
• Ensure Social Accountability System of PTC is implemented in accordance with Social Accountability Policy Manual, Procedures Manual and the Forms Manual. Ensure awareness of the overall Social Accountability Policy among the team members
Role of Brand Executive
Principal Accountabilities:
• Execute the activities stipulated in the brand plan to ensure that brand objectives are achieved
• Rigorously analyse and report marketing research data to ensure brand issues are understood and corrective action identified
• Execute all brand activity in line with brand strategy and corporate guidelines
• Monitor and report brand expenditure to ensure spend does not exceed that authorised within the brand plan
• Monitor external agencies to ensure activities are to cost and to agreed timescales
Purpose Statement:
Assist in the development and implementation of a brand marketing strategy in line with brand objectives.
•Handle communication between Brand Marketing and Trade Marketing/End Markets and Operations to ensure the cycle plan is effectively executed
•Apply best practice in brand management to optimise efficiency and effectiveness
•Ensure Social Accountability System of PTC is implemented in accordance with Social Accountability Policy Manual, Procedures Manual and the Forms Manual. Ensure awareness of the overall Social Accountability Policy among the team members
Competitor Analysis
•Smuggled B&H
•Marlboro
•555
•Gold Leaf
•PINE
Perceptual Map
B&H
Low Price
High Price
Low Quality High Quality
555
Gold Leaf
PINE
Marlboro
Channel Intermediaries
Distributor Network
DSL
KBR
N.NazimabadLandhi
Baldia
WoodStreet
Product
B&H Full Filter 20HL
B&H Full Filter 10HL
B&H Lights (Four months from Full Flavour Launch)
Consumer Price for B&H 20HL: Rs 50Consumer Price for B&H 10HL: Rs 25
Price to
Distributor Wholesaler Retailer
Per M Per M Per M
Rs. Ps. Rs. Ps. Rs. Ps.
B&H
B&H 20HL 2180.00 2210.00 2210.00
Further Tax Guideline 2180.00 2270.00 2270.00
Outer Price 436.00 454.00 454.00
B&H 10HL 2180.00 2210.00 2210.00
Further Tax Guideline 2180.00 2270.00 2270.00
Outer Price 218.00 227.00 227.00
Pricing
Margins
Distributor Wholesaler Retailer Total
Per M Per M Per M Per M
Rs. Ps. Rs. Ps. Rs. Ps. Rs. Ps.
B&H
B&H 20HL 30.00 0.00 90.00 120.00
Further Tax Guideline
B&H 10HL 30.00 0.00 90.00 120.00
Further Tax Guideline
Retail Price
CED Sales tax Total Price Total Price F. Tax Price with F. tax
r M Per M Per M Per M 3.0% For Retailer
Per M Per Pack Per Pack Per Pack Per PM Per Pack
Rs. Ps. Rs. Ps. Rs. Ps. Rs. Ps.
B&H
B&H 20HL 2000.00 1250.52 300.00 2300.00 46.00 60.00 47.20
Further Tax Guideline
40.00 6.00 46.00
Outer Price
472.0
B&H 10HL 2000.00 1250.52 300.00 2300.00 23.00 60.00 23.60
Further Tax Guideline
20.00 3.00 23.00
Outer Price
236.0
PACKAGING20HL and 10HL
“Made in Pakistan” incorporated
PTC Logo incorporated.
Bar Code Incorporated
Underage Clause
Pricing on Pack
20s pack in Tiff Outers
10s pack in bundle wrap
Both in separate CBCs
PROMOTION
HoReCa
Creating a Brand Experience