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Branding strategy for DUNHILL cigarettes
- 1. BRANDING STRATEGY By Uzair Yousuf Danyal Mujtaba “ The world’s finest tobacco ”
- 2. Layout Product overview Brand positioning Brand vision Brand picture • Brand image • Brand contract • Brand value pyramid Brand persona Communication strategy
- 3. Product Overview A product of British American Tobacco Established in 1907 Spread in London, Paris, New York initially Working to expand globally More than 8 variants
- 4. Brand Positioning Target market evaluation • Younger males ( 25 -38) • Upper Middle class • Business professionals Business defining • Tobacco selling Points of difference and benefit • Finest tobacco • Light taste • experience
- 5. Brand vision • According to British American Tobacco company “Our vision is to achieve leadership of the global tobacco industry in order to create shareholder value.” “Our strategy to deliver our vision is based on Growth, Productivity, Responsibility and building a Winning Organization.” •
- 6. Brand Picture Brand Image Brand Contract Brand Value pyramid
- 7. Brand image Luxury brand Defines class Brings style Expensive Light taste Many variants
- 8. Brand contract finest tobacco Availability Best Experience Lifestyle
- 9. Brand value pyramid Positioned at pinnacle Provides best smoking experience More than a cigarette Provides luxury Emotional involvement
- 11. Brand Persona Male Age 25-38 Office dressing Charming Business professional Carries attitude Expensive car Engaged Attractive hairstyle High income Loved by all women
- 12. Communication strategy Brand ambassadors Event sponsoring Shelf designing Push strategy
- 13. “ The world’s finest tobacco ”