Download Research on the Cigarette Brand Competitiveness Promotion Strategy

Research on the Cigarette Brand Competitiveness Promotion Strategy
Based on Coordination Marketing
CHEN Baosen
School of economy and management, Sichuan agricultural university, Ya’an, P.R.China, 625014
Abstract: Follows the “double ten” strategic advancement vigorously, “order form ordering” the reform
to extend thoroughly as well as the FCTC comprehensive implementation, the cigarette enterprise is
facing a more stern challenge, how promotes the cigarette brand competitiveness consolidated market
niche to appear especially urgent effectively, but the industry and commerce coordination marketing is
an effective measure exactly. This article in the brief review profession industry and commerce
coordination marketing's implementation background's foundation, has promulgated the cigarette
product brand competitiveness six essential factors, has given take the industry and commerce
coordination marketing as basic point promotion cigarette product brand competitiveness certain
strategies.
Keywords: Cigarette, coordination marketing, Brand competitiveness
1 Introduction
The coordination marketing is one kind of new marketing idea which the recent years developed, the
achievement one method was promoting the Chinese tobacco profession reform to the depth
development. The so-called industry and commerce coordination marketing is refers to the market
marketing activity, the tobacco industry and Commercial department both sides in the brand connotation,
in the brand localization consistent foundation, to seek the benefit maximization, in marketing practice
aspects and so on marketing idea as well as market, brand, service launches the omni-directional
marketing cooperation.
2 Profession Impetus Industry and Commerce Coordination Marketing Urgent
2.1 The “double ten” strategy advances vigorously
The brand is enterprise's symbol, is enterprise core competitiveness concrete manifestation, enterprise's
competitive power is decided finally by the product competitive power, the brand competitive power.
Proposes “two more than ten” according to the National Tobacco Monopoly bureau the strategy
development direction, the domestic cigarette brand the further conformity, some market popularity not
high, the quantity will be small, the foundation weak brand will be unable to deal with the intense
market competition, faced with is even compressed by the marginalization the conformity the risk;
Simultaneously some strong trend big brand will win the bigger market development space, will seek
the bigger market niche, the entire profession will enter the powerhouse to be stronger, the weak one
weaker circulation track.
2.2 “Order form ordering” the reform extends thoroughly
“order form ordering” the reform is take the market as a guidance significant cigarette trading mode
transformation. Presently, the order form ordering pattern has unfolded comprehensively, and to
produces gradually according to the order form organization extends. The reform from the technical
stratification plane to the policy stratification plane, the system stratification plane extends, its essence is
must take the market demand as the guidance, realizes between the productive plan, the variety structure
and market demand balanced. The entire profession already marched into one take the brand synthesis
strength as the symbol top level competition pattern, the innovation brand promotion pattern, the perfect
terminal sale network to the enterprise and so on to set the new higher request.
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2.3 The FCTC comprehensive implementation is just round the corner
Along with the Standing Committee of the National People's Congress to (FCTC) the vote authorization,
the tobacco advertisement, the tobacco promotion, the tobacco support forbid already are
comprehensively are just round the corner, the cigarette product's propaganda space will be able to be
narrower. This to each big cigarette brand dissemination brand value idea, the mold brand image, the
development and the maintenance expense group pressed the precess to sell the aspect to set a higher
request.
2.4 The cigarette high homogenization is day by day obvious
The cigarette is one kind has the basic same attribute benefit high homogenization commodity, in
addition present's cigarette consumer contacts the information the quite rich, each kind of advertisement,
the public relations, business promotion, the event marketing accept. Follows the cigarette commodity
high homogenization tendency, the tobacco profession is inducting the industry and commerce
coordination marketing, the implementation tobacco brand total management, the conformity brand
marketing, as far as possible increases the product and customer's contact point, only then some
possibilities guarantee the brand the steady development.
3 The Cigarette Brand Competitive Power Six Essential Factors
Cigarette brand's competitive power mainly by the cigarette brand localization strength, the brand
controls the strength, the brand dissemination strength, the brand contingency power, the brand
increment strength, the brand innovation strength six big essential factor fusions to become, they in
tobacco enterprise's management and operation interaction, is constructing the tobacco enterprise's
competitive power together.
3.1 Brand localization strength
The brand localization is the prominent brand localization variation and the personalization, found an
appropriate position for the brand in the consumer heart. The brand localization emphasis to the market,
the consumer as well as competitor's analysis understood that seeks for the market and the consumer
psychology blank spot, the definite goal consumer, and comprehensive dynamic analyzes their demand
and the expectation, the design, the manufacture and the marketing can provide the personalized demand
fully the product or the service, the mold can satisfy their value position the enterprise image and the
culture.
3.2 Brand controlling force
The brand controls the strength is creates and the maintenance enterprise image ability according to the
brand localization request. First, the enterprise must through the quality control, the cost control and the
customer relations management improves the product quality and the grade of service unceasingly,
enhances the product the performance-to-price ratio; Next, the enterprise must improve the product
design unceasingly and promote the new product, meets need which the consumer changes fast; Finally,
the enterprise must transform, ways and so on CI design and network management through the culture
complies with and satisfies demands and so on consumer's values and emotion.
3.3 Brand dissemination strength
The brand dissemination mainly includes: The brand dissemination content's choice, the brand
propagation mode's choice, the brand disseminate channel's choice and the management, the brand
spreading process control. The brand dissemination advocated strongly, if refers to the brand disposition,
the brand culture, the fine reputation, the brand dissemination skill, take enhances the brand popularity,
the fine reputation, the loyalty as the core, in view of expense audiences' effective brand dissemination.
3.4 Brand contingency power
In network time, enterprise, once has the crisis event, will in a short time pass through each kind of
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medium channel to enlarge, the proliferation, will cause the enterprise brand crisis and even the survival
crisis finally. Therefore, the enterprise needs to formulate the brand management contingency plans, and
starts the stage rapid crisis control at crisis's seed time, avoids the crisis expanding, reduces the harm
which possibly brings.
3.5 Brand increment strength
Whether is the brand competitive power decided finally by brings the over value for the consumer to
experience and the exceeding the quota value. May regard as the brand value is approximately in the
strategic economic customer transfers the value. The brand takes to customer's transfer value to be more,
the customer more has the loyalty to the brand. The enterprise generally through ways and so on
strengthened creativity, innovation, service and culture realizes the brand increment.
3.6 Brand innovation strength
Here innovation is refers to innovates effectively, is can meet the market new need the innovation.
Mainly includes innovation environment, innovation team, the innovation fund, the innovation product
market compatibility, the research and development to transform as market ability.
4 Take Industry and Commerce Coordination Marketing as Basic Point
Promotion Cigarette Brand Competitive Power
4.1 Industry and commerce coordination marketing principle
Tobacco profession industry and commerce both sides should defer to the National Tobacco Monopoly
bureau "about To further promote Business Coordinates Marketing Work Instruction Opinion" the
request, the implementation “the perfect system mechanism, the optimize allocation of resources, the
enhancement competition strength, promotes the level comprehensively” the primary mission, the
construction take coordinates the marketing as the core new industry and commerce relations. The
impetus industry and commerce coordination marketing must take “the equality and mutual benefit, the
interactive mutual confidence, the resource sharing, the efficiency responsibility” as the instruction,
from the strategic level, the strategy level and the operation level three stratification planes, the brand,
the market, serves three dimensions, the whole preparation, vertically and horizontally unifies, makes
every effort to form a three-dimensional organic industry and commerce coordination marketing work
routine system. Through establishes the market direction, face the consumer, face the customer
marketing system, tries to solve the current Business marketing to come apart, in the redundant
investment, the province questions and so on dependence; Overcomes the non-market factor, the
reorganization standard cigarette management order, the building fair competition market environment,
establishes the unification, the opening, the competition, the order national single market; Constructs the
new marketing pattern, raises the profession marketing efficiency, reduces the insider dealing cost, the
promotion enterprise order competition. Through the industry and commerce coordination marketing
impetus profession complete marketing system's construction again, the promotion cultivation has the
international competitiveness Chinese tobacco superiority brand, strengthens the Chinese tobacco whole
competition strength.
4.2 Industry and commerce coordination marketing flow
The industry and commerce coordination marketing is the order form goods supply the key link which
extends to the order form production, is advances the marketability reform a major step, will have the
profound influence to the next entire tobacco profession's production and marketing system and the
operational mechanism. The development industry and commerce coordination marketing, must display
fully specializes in selling the system superiority, the overall resources superiority to embark from the
promotion profession whole competition strength general situation, constructs one take the market as the
guidance, face the consumer, face the customer unification, completely, the highly effective tobacco
marketing system.
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Figure 1 The cigarette industry and commerce coordination marketing main flow
Data source: Beijing Tobacco Monopoly bureau (Company) Industry and commerce Coordination
Marketing Implementation Plan (in Chinese)
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Industry and Commerce Coordination Marketing
Competitive Power Strategy
Promotion
Brand
5.1Markt marketing coordination
Industry and commerce both sides want in the market environment research, the retail sales customer
research, the consumer to study, the demand predict that the target market choice and so on many link
development coordination. Team studies consumer's demand characteristic, research and development
localization accurate adaptation market real demand brand; Deals with the relations which, the physical
demand the real demand and the information distort with to be possible to supply the source of goods
the relations, the diverse demand and the brand conformity relations, the single brand demand and the
category structure relations, enhances the market demand forecast the rate of accuracy; In the brand
market share, the sales rate of increment, the retail sales household recommendation, consumer
acceptance and so on many aspects carries out the investigation emphatically, the regular coordination
formation “the marketing research reports”.
5.2 Brand marketing coordination
Industry and commerce both sides implement the cigarette brand total management, the consummation
and the lift system science brand operation system and the system. In the brand developmental strategy,
the brand localization and on the target market choice, the brand delivery, brand going on the market,
the advertisements propaganda, the product the cabinet and the exhibition, the brand maintenance, the
brand appraisal, the brand introduction and the withdrawal, the product supply, the stock management
and so on many aspects carry out the coordination. Both sides coordinate the deep research profession
production and marketing engagement pattern the new characteristic, explores the new flow which
positively the order form organization produces, processes correctly expands the market coverage with
to raise the market construction level the relations, further coordinates the dissemination brand positive
image, displays the brand resources potential distinctively fully, the making individuality, the high
popularity, the high fine reputation, the high loyalty strong trend brand, achieves promotes the market
share, the expanded sales volume, the increment brand property goal.
5.3 Service marketing coordination
Industry and commerce both sides in aspects and so on source of goods assignment, retail sales
customer communication, consumer communication carry out the coordination. Through serves the
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terminal, the office terminal, to extend the terminal, the vivid terminal, the establishment and the retail
sales customer long-term cooperation, the communal development harmonious relations.
5.4 Joint administration stock
The impetus “on-line distributes orders” realizes the industry and commerce joint administration stock,
to admonishes the stock, to save together sells compared to, being out of stock rate and so on essential
data hypothesis quantification guide posts, to links and so on cigarette production, transportation, stock
carries on the real-time monitoring, the implementation accuracy control, the rapid reaction, strengthens
the source of goods safeguard. Strengthens “four big centers” the construction, the advancement “a three
sign body conformity”, the perfect linkage mechanism and the service connection, strengthened
coordination ability, resolves the market demand, the productive plan and produce can the contradiction
earnestly, enhances the fast response market ability.
5.5 The marketing troop coordinates
Industry and commerce both sides coordinate development marketing troop training and the exchange,
strengthens skill training, improves the industry and commerce marketing personnel quality, raises
aspect the gradually and so on market marketing, brand marketing, customer service specialized talented
people. Industry and commerce both sides may attempt through establish KPI and the CPI achievements
target, common scientific, dynamic weighs the staff working condition and the work achievements,
further stimulates staff's enthusiasm and the creativity.
5.6 Establishment exchange interaction system
According to “authorized visit, according to his need” the principle, speeds up the construction industry
and commerce coordination marketing information platform, provides the formidable technical support
for the industry and commerce coordination marketing. Through information system, email, cell phone
text messages and so on many kinds of forms, sharing information and so on productive plan, goods
supply arrangement, brand change situation. The industry and commerce both sides high-level leader
visits, the exchange mutually, on the market marketing, the brand marketing and the service marketing
aspect's strategic question carries on the discussion, grasps the industry and commerce coordination the
correct direction. Industry and commerce both sides are related the department to exchange regularly
every month, the bilateral team studies market, the analysis brand, the formulation strategy, the
engagement work, guarantee the coordination marketing each flow smooth revolution.
References
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Marketting introductory remarks, 2006,(6) (in Chinese)
[2]. Tan yanhua, Li jin. Discusses the Chinese tobacco brand competitive power shallowly. Chinese
tobacco science, 2007,(4) (in Chinese)
[3]. Han Yansheng. Office in coordination marketing role localization and practice. Jiangsu tobacco
industry , 2007,(5) (in Chinese)
[4]. Li Wenxia, Huo Guoqing. Brand competitive power formation mechanism and constitution.
Business management, 2008,(4) (in Chinese)
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