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Repositioning
Consumer Behavior
Case Study
Team Members
• Amir Shaukat
• Col Usman
• Sadia javaid
• Shereen Nawab
• Zulfiqar Awan
Why PTC?
• Interesting product
• Hidden marketing
• Challenges
Breakdown
• Gold Flake positioning & repositioning
• Tobacco Industry of Pakistan
• Pakistan Tobacco Company (PTC)
• PTC Consumers
• Industry players
• Branding structure
• Comparison of God Flake & Morven Gold
• Action strategies
• Future
GF Positioning & Repositioning
• The context
– Rashid Khan, Brand Manager
– Increase in market share from 15.3% to
17.1%
– Targets set and gaps left
– GF vs. MG
– Brand re-launch
– Further challenges
Tobacco Industry in Pakistan
• Dependable source of government income,
27.5 billion rupees, 4.4% of GDP
• Largest yield of crop
• Employs 1 million people
BUT
Ill effects of smoking
Impact on health
90% lung cancer attributed to smoking
Shift from west to developing countries
1/3 men smokers
4% women smokers
Pakistan Tobacco Company
(PTC)
• Subsidiary of British American Tobacco
Company (BAT)
• The first multinational company
• From a single factory to a company
involved in every aspect of cigarette
production
• Efforts in the development of the country
– Modern agriculture
– Industrial practices
…
• Investment in people, brands, technology,
innovation and communities
– Environment, Health & Safety standards
– Industrial Relations practices
– Highly values human resource
• Largest revenue generator
– 2000, Rs. 10 billion in taxes
Consumers
• Soft Taste Amateur
– Consume out of fashion
– Mild taste
– Use premium brands
• Enthusiastic Junkie
– Caffeine addicts
– Loyal breed
– Biggest segment
• Robotic Workers
– Low income group
– Price conscious
– Not loyal
• ASU30
• MSAA30
Pakistani Tobacco Industry Players
• Pakistan Tobacco Company (PTC)
– Industry leader with 46.8% share
• Lakson Tobacco Company (LTC)
– 36.3% share
• Others
– Includes Khyber Tobacco Company and
Mardan Walas
– 5.9 % share
• Smuggled tobacco
– 12%share
Industry Share Division
5.9% 12.0%
PTC
LTC
36.3% Others
45.8%
Smuggled
Brand Architecture
• Premium Brands
– Benson & Hedges: PTC launched Benson &
Hedges in Pakistan in March 2003. It is
made with the finest hand picked golden
Virginia tobacco from across three
continents.
5.9% 12.0%
PTC
LTC
36.3% Others
45.8%
Smuggled
Adult Smoking Rate
Target Ratings For Different
Attributes
Percentage Share Of Gold Flake & Morven
Gold In The Age Segment U-30
Brand Portfolio
• Benson & Hedges: In 1873, Richard Benson & William Hedges started a partnership in
London. From the very start, the idea was to make Benson & Hedges a style statement, which
is why the business started from London’s fashionable West End.
• PTC launched Benson & Hedges in Pakistan in March 2003. Made with the finest hand picked
golden Virginia tobacco from across three continents, the brand is packed with perfection to
seal its freshness.
• John Player Gold Leaf: With a distinct lifebuoy and sailor trademark, John Player Gold Leaf
has an identity entrenched in sailing and maritime adventure. Thus staying true to John Player’s
very first big brand - Player’s Gold Leaf Navy Cut cigarettes.
• Capstan: This brand has a rich heritage, originating in Britain in the 19th century. The brand
was created under the auspices of W.D. & H.O. WILLS at Bristol and London.
•
• Gold Flake: Like many of PTC brands, Gold Flake boasts its origins at W.D. & H.O. WILLS
where it was a premium brand around the end of the 19th century.
• Launched in 1982, in a 'soft cup' packaging, the brand took off when it was repositioned in the
value for money segment and later a 'hinge lid' variant was introduced in 2000.
• WILLS: This Brand takes its name from the heritage of one of the original Imperial Tobacco
Company families: the Wills Brothers of London.
•
• Embassy: The third leading volume brand in Pakistan is most popular in the Punjab where it
enjoys a leading position due to its equity and loyalty.
Distribution Of Gold Flake
Revenue Distribution of PTC
Revenue Distribution of PTC in
%age
Governmental Regulations
Marketing & Distribution
Expenses
Aims & Objectives
Organizational Structure
International Tobacco Products
Marketing Standards
Analysis
Main Issues