Analysis of Cigarette Rolling Brand Marketing Strategy Under the New Normal of Tobacco Economy

2021 ◽  
Vol 7 (5) ◽  
pp. 3462-3469
Author(s):  
Fan Enze
Keyword(s):  
Marketing Strategy ◽  
Competitive Advantages ◽  
New Normal ◽  
Strategy System ◽  
Brand Building ◽  
Brand Construction ◽  
Brand Marketing ◽  
Cigarette Brand ◽  
Pricing Power ◽  
Selling Point

Objectives: In order to study the communication channels and modes of tobacco brands, cigarette rolling brand marketing strategy under the new normal of tobacco economy is researched in this paper. Methods: T city is selected as the research sample of cigarette brand construction and marketing. Through the analysis of the current situation of T City, this paper puts forward the guiding ideology of cigarette cultivation, and puts forward the basic strategy system of brand marketing. Results: Brand building is a scientific process. The tobacco industry must avoid brand building speculation, because the opportunity cost of brand reconstruction is huge, and there is a risk of completely losing market dominance. The foundation of brand building is to convert the buying point with zero cost selected by target customers into the selling point of products to obtain pricing power. Conclusion: The advantages of tobacco brand’s own products should be transmitted to target customers through planning from three aspects: the first is to clarify the competitive advantages of its own products; the second is to refine the core value of the brand; the third is the dissemination of brand positioning.

scholarly journals A Review of Brand Anthropomorphism Marketing Research

2021 ◽  
Vol 14 ◽  
pp. 1-8
Author(s):  
Xinyi Jin ◽  
Min Qian
Keyword(s):  
Marketing Strategy ◽  
Marketing Research ◽  
Research Direction ◽  
Future Research ◽  
Special Relationship ◽  
Marketing Concept ◽  
Future Research Direction ◽  
Brand Building ◽  
Brand Marketing ◽  
Heating Up

Brand anthropomorphism extends and develops the special relationship between consumers and brands by injecting human characteristics, motives, subjective intentions, behaviors and emotions into specific brands. Brand anthropomorphism, as a brand marketing strategy, plays a very important role in brand building and communication. Therefore, the current theoretical circle of brand anthropomorphic marketing is gradually heating up. In this paper, the literature of anthropomorphic brand marketing at home and abroad, the brand personified and anthropomorphic marketing concept, the brand personified the composition of the dimension and measurement, the brand personified as related variables, etc on the existing research results, and on this basis in the field of the future research direction was prospected.

Masstige marketing redefined and mapped

2015 ◽  
Vol 33 (5) ◽  
pp. 691-706 ◽  
Author(s):  
Justin Paul
Keyword(s):  
Marketing Strategy ◽  
Measurement Scale ◽  
Primary Data ◽  
Women Consumers ◽  
Product Price ◽  
Foreign Markets ◽  
Content Type ◽  
Brand Building ◽  
Culturally Different ◽  
Pyramid Model

Purpose – “Masstige marketing” is considered as a market penetration strategy for medium and large enterprises, particularly in foreign markets. The author redefine “masstige marketing” strategy in this paper and map the concept as a new model for brand building. Second, the author examine the effectiveness of “masstige marketing” strategy with reference to marketing mix theory (Four Ps=product, price, place and promotion). The purpose of this paper is to introduce a theoretical model to help the companies to implement “masstige marketing” strategy. Design/methodology/approach – The author introduce a scale, called “Masstige Mean Score Scale” to measure the mass prestige value of brands. Both secondary and primary data used in this study. The author collected data from 590 young women consumers living in Japan and France to measure the “masstige” value using the new scale developed. The marketing strategy of European luxury sector multinational brand LV, has also been discussed as a method. Findings – Masstige value is the best indicator of long-term brand value. In other words, higher the masstige value (MMS) of a brand, the higher the likelihood to succeed. The author also found that a brand can create mass prestige with “masstige marketing” strategy by appropriately mixing the four Ps in marketing – Product, Price, Promotion and Place in a distinct and culturally different market. Originality/value – The author develop a pyramid model and measurement scale for “masstige marketing” as a theoretical framework to stimulate further research and as a tool for practitioners for better decision making. Besides, the author posit that higher the Masstige Mean Score (MMS) of a brand, higher the likelihood that potential customers recall that as a “top of mind” brand. Lower MMS implies that the firm has to go long way in their efforts to build the brand.

scholarly journals Marketing Strategy in Wine Tourism: Tradition Versus Innovation

2020 ◽  
Vol 4 (3) ◽  
pp. 6-12
Author(s):  
Alla Levitskaia ◽  
◽  
Nadejda Ianioglo ◽  
Svetlana Curaxina ◽  
◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Competitive Advantages ◽  
Global Trends ◽  
Wine Tourism ◽  
Republic Of Moldova ◽  
Initial Stage ◽  
Tourism Activity ◽  
The Republic

The tools and technologies of traditional marketing cannot ensure the effective functioning of companies in the field of tourism and services. In this regard, the use of digital marketing technologies becomes a prerequisite for successful tourism activity. The results of the study confirm that the use of the digital marketing strategy approach in Moldovan wineries is at an initial stage while global trends prove the effectiveness of their application in the development of competitive advantages of wine tourism. In this article the authors consider it important and relevant to develop potential in the Republic of Moldova through the implementation of a digital marketing strategy in wine tourism promotion activity. Key words: wine tourism, digital strategy, mobile marketing.

scholarly journals MAPPING SEASCAPES TOURISM DESTINATION IN INDONESIA

2018 ◽  
Vol 1 (1) ◽  
pp. 71-80
Author(s):  
Ismayanti Ismayanti
Keyword(s):  
Marketing Strategy ◽  
Brand Awareness ◽  
Quality Level ◽  
Competitive Advantages ◽  
Market Penetration ◽  
Tourism Destination ◽  
Loyal Customer ◽  
Expansion Stage ◽  
Sustainable Marketing ◽  
Tourist Infrastructure

This research was to map prospective seascapes tourism destination. As results, some challenges occurred in seascapes destination development. Thus, it can be concluded that main activities of seascapes tourism are: cruising, yachting, surfing, leisure fishing and watersport activities i.e. Jet skiing. The development of seascapes tourism destination falls into: (1) Pioneering phase takes place in new-found attraction that it is recently built and has potential tourists; (2) Expansion stage occurred in areas that already exist with certain service quality level and loyal customer; (3) Improvement phase, the area is mature and ready-visit; and (4) Revitalization for saturated destination. It was recommended that marine infrastructure and tourist facilities such as: floating pontoons and dinghy-jetty, FB establishment and toilet must be constructed. Brand awareness and market penetration are created. Evaluations on existing activities and attractions as well as maintenance of infrastructure, networking and hard-selling act were needed. Sharpen competitive advantages, sustainable marketing strategy; maintain loyalties of tourist, infrastructure and facilities as well as networking are a must. Feature of attraction and activities should be modified, re-adjustment based on tourist’s preference and re-orientation on networking when destination reach revitalization phase.

scholarly journals PT INKA's Export Marketing Strategy Towards Competitive Advantage

SENTRALISASI ◽  
2022 ◽  
Vol 11 (1) ◽  
pp. 77
Author(s):  
Putri Noviati ◽  
Elva Nuraina ◽  
Nur Wahyuning Sulistyowati
Keyword(s):  
Competitive Advantage ◽  
Marketing Strategy ◽  
Secondary Data ◽  
African Region ◽  
Industry Standard ◽  
Export Marketing ◽  
Railway Industry ◽  
Pricing Power ◽  
Marketing Team ◽  
Competitive Pricing

This study aims to analyze PT INKA's export marketing strategy towards competitive advantage until 2018. Researchers use primary and secondary data sources with interview and documentation data collection techniques. The results of the study revealed that PT. INKA has: (1) Strength, very competitive pricing power and strong human resources, especially the marketing team, in addition to the influence of marketing assistance from the ambassador (RI for overseas); (2) Weaknesses in the export marketing strategy lie in production, one of which is engines and wheels which are still imported by China, which does not yet have the International Railway Industry Standard Certification (IRIS); (3) Opportunities, can make efforts to further strengthen the penetration of Indonesian companies in the African region; (4) Threats, to providers of facilities and infrastructure needs that must be obtained from imports from other countries, besides that competitors are afraid to dare to reduce interest costs or extend the tenor for the purchase of goods. The high taxes that must be issued for the delivery of goods are the biggest threat, this is confirmed by the informants.

scholarly journals The impact of the COVID-19 pandemic on the shopping behaviour of customers of selected global brand marketing strategy

2021 ◽  
Vol 129 ◽  
pp. 02020
Author(s):  
David Vrtana
Keyword(s):  
Marketing Strategy ◽  
External Environment ◽  
Value Added ◽  
Shopping Behavior ◽  
Behavioral Characteristics ◽  
Purchasing Behavior ◽  
Global Brand ◽  
Brand Marketing ◽  
The Right ◽  
The Impact

Research background: Research will highlight the impact of the COVID-19 pandemic on Mc Donald’s brand marketing strategy. In the research, we will analyze the internal and external environment of the global brand. We will find out how the current pandemic situation has affected the customer shopping behavior of the global brand Mc Donald’s. Purpose of the article: In this article, we point out the importance of analyzing customers’ shopping behavior before and during a pandemic. We identify differences in shopping behavior before and during a pandemic. We will confirm whether our research identifies differences in the behavioral characteristics of the global brand’s shopping behavior in terms of differences and penetration. Methods: We used the methods of analysis, synthesis, comparison and generalization to assess the theoretical assumptions of purchasing behavior and marketing strategy. By comparison and generalization, we compare the financial performance of the brand during the COVID-19 pandemic. We will evaluate its significance in relation to shopping behavior. We will also use an analysis of the internal and external environment to identify the right marketing strategy for the global Mc Donald’s brand. Subsequently, we compare the results and identify the possibilities of adapting the marketing strategy with respect to purchasing behavior before and during the COVID-19 pandemic. Findings & Value added: We will point out the importance of the shopping behavior of Mc Donald’s global brand customers before and during the pandemic. We will find out how customers’ shopping behavior has changed and we will identify this change to the marketing strategy.

Simulation Analysis on the Delay of Clock Synchronization Algorithm Based on Adaptive Fuzzy Control Technology

2014 ◽  
Vol 539 ◽  
pp. 948-952
Author(s):  
Si Ying Li
Keyword(s):  
Marketing Strategy ◽  
Knowledge Economy ◽  
Simulation Analysis ◽  
Clock Synchronization ◽  
Adaptive Fuzzy Control ◽  
Knowledge Based ◽  
Knowledge Based Economy ◽  
Strategy Model ◽  
Brand Marketing ◽  
Wide Availability

The knowledge economy is knowledge-based economy, which is a new type of vibrant economic form, and brand marketing is the core of business development. Because our country is being in the economic system in-between period, we need through the development and construction to boost domestic demand, so in the era of knowledge economy, brand building has become particularly important. Through the analysis of the knowledge economy innovation structure, this paper puts forward own brand marketing strategys marketing model, namely combined with the clock information transmission and working mechanism optimization PTP clock node model to construct the rand marketing strategy model. In order to verify the practicability of the model, we have built network simulation structure and made simulation of synchronous networking accuracy test based on FTP data flow. The results show that the model has strong practicability and wide availability. Its idea applied in the research of brand marketing strategy in knowledge economy era has the advantages that are not available in other model.

scholarly journals Marketing Strategy Analysis of the Palace Museum

2019 ◽  
Vol 3 (2) ◽  
pp. 16
Author(s):  
Qi Wang ◽  
Huan Liu ◽  
Kaiyi Liu
Keyword(s):  
Marketing Strategy ◽  
Strategy Analysis ◽  
Marketing Environment ◽  
Cultural Innovation ◽  
Brand Marketing

The development of cultural innovation is benefcial for museums to give full play to their cultural advantages and improve their economic benefts, accordingly forming a virtuous circle. This paper analyzes the cultural and creative brand marketing environment and strategy of the Palace Museum, hoping to provide some references for other museums through the analysis and summary of cultural and creative brand marketing strategy of the Palace Museum.

scholarly journals Building an Effective Branding Strategy: A Study Case of Raiment

2021 ◽  
Vol 6 (9) ◽  
pp. 566-567
Author(s):  
Marcellinus Namas Iskandar ◽  
Fitri Aprilianty
Keyword(s):  
Value Chain ◽  
Chain Model ◽  
Related Factors ◽  
Resonance Model ◽  
Brand Building ◽  
Brand Marketing ◽  
Marketing Activities ◽  
Brand Audit ◽  
Brand Resonance ◽  
The Right

Since the civilized era, branding has played a very important role in business activities which when people recognize the brand, they have a perceived perception of the object. Seems simple and practical, many people mistakenly think that brand-building is an easy thing to do and therefore many businesses are stuck or even fail because they are not built through the appropriate implementation of strategies. One of which included Raiment, an online platforms-based business which helps people to create or customize clothing products. Having a vision to simplify the process of procuring a clothing product that was previously considered inefficient, concerns started to arise after it was known that the number of sales generated by Raiment for more than 1 year operating did not have any significant progress. In fact, most of the sales generated are still related through relatives such as friends and families. The aim of this research is to help Raiment to be able to assess the related factors in building its brand and also develop the right strategy to be able to create a better brand. External and internal analysis are also used in this research to help see the root of the problems faced by Raiment. The external analysis included is Porter's Five Forces, PESTEL Analysis, and Competitor Analysis. Meanwhile, the internal analysis included is Company Analysis and Brand Audit Analysis. The results of this study indicate that the roots of the problems faced by Raiment are around unclear brand-building guidelines, lack of available budget, lack of knowledge regarding the industry, and also lack of brand marketing efforts. Several solutions were proposed to address the root causes of the problem in developing the Raiment brand, such as creating a brand positioning model to increase brand awareness, building a brand resonance model to build brand loyalty, and also creating a brand value chain model to measure returns from the allocated investment for brand marketing activities. The results of this research can also help other businesses in improving and strengthening the existence of their brands, especially in the Indonesian market. With a note, further studies related to the garment/convection industry need to be carried out due to the growing trend.

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