3.2. Marketing Objectives
The main objective that must be attained in the future period of time consists in increasing the number of customers. Du Maurier already is the most popular brand on the Canadian tobacco market by far. However, there is still room for improvements.
In order to attract more customers, Du Maurier should orient its marketing strategy towards younger segments of customers. One of the segments that present great growth potential for Du Maurier is represented by the 20-30 age group. This is one of Du Maurier's secondary target segments, but it has not yet been exploited to a maximum.
This younger category requires a different approach from that addressed to the 30-50 years segment. Du Maurier must focus especially on the promotional strategy. Other cigarette brands have specialized ads for attracting younger customers. Also, Du Maurier should focus on lower prices for this segment, in order to suit their financial possibilities, without damaging the product quality level.
4. Marketing Strategy
4.1. Target Market
The company is very much aware that customer segmentation "starts with really understanding the different profiles of our consumers" (BAT, 2008). As a consequence, the company invests in studying customers' preferences and their buying behavior. After retrieved realistic information on its current and prospective customers, the company develops its marketing strategy in accordance with customers' tastes, attitudes, financial possibilities, and buying patterns. The key aspects in the company's relationship with its customers refer to packaging, quality, and availability.
The main target customers segment for Du Maurier cigarettes is represented by males aged 30 to 50 years, with medium incomes, educated, residing in urban areas. As most studies have revealed, this age group accounts for the highest number of smokers. Individuals belonging to this age group have the financial means required for purchasing Du Maurier cigarettes. Also, these individual have medium to high social status, with high quality products needs. Their product quality requirements are suitable with the high quality provided by Du Maurier cigarettes.
Secondary customer targets are represented by two other age groups: 20-30, and over 50 years of age, residing in urban areas.
4.2. Positioning
Imperial Tobacco Canada's Du Maurier brand is the most popular cigarette brand in Canada. Imperial Tobacco Canada has the largest market share, reaching a total of 59.8%. Of this total, full-price manufactured cigarettes account for 56.3%, while lower-priced tobacco products account for 3.5%.
As mentioned above, Du Maurier is the most popular cigarettes brands, with 31.4% market share for manufactured cigarettes (Physicians for a Smoke-Free Canada, 2004).
Du Maurier offers superior quality cigarettes, continuously refined and developed. The brand utilizes AC, Advanced Charcoal filter that was released in a limited distribution.
4.3. Product
Du Maurier brand is consisted of the following tailor-made cigarettes: Du Maurier Distinct, Du Maurier Smooth Taste, Du Maurier Premiere, Du Maurier Prestige, Du Maurier Edition, and Du Maurier Special. D-JEEP Lighter Displays are represented by Du Maurier. Snus are represented by Du Maurier Original, and Du Maurier Fresh Mint.
Regarding the product strategy, Du Maurier focuses on continuous innovation. The company aims at improving quality and at providing the best balance between cigarettes' quality and their price. Du Maurier has made significant improvements in the filter technology, introducing the AC, Advanced Charcoal filter technology.
4.4. Pricing
The pricing strategy is a very sensitive part of the marketing mix for any product, and Du Maurier cigarettes make no exception. Price competition is a very important factor that Du Maurier must take into consideration. If the company focuses on offering premium products only, these will require increased financial efforts from customers. Many customers many not be willing to make this extra...
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