Issue link: http://read.dmtmag.com/i/550304
The enjoyment of tobacco has traditionally always enriched people's senses all over the world. The harmonious interplay of sensory created by Hertz & Selck. Progress and tradition going hand in hand. www.hertz-selck.de Hertz & Selck GmbH & Co. | P.O. Box 20 16 64 | 20206 Hamburg-Germany Tel. +49 [0]40-43 25 76-0 | Fax +49 [0]40-43 25 76-50 | info@hertz-selck.de taste the art of taste the art of live live Exchange of feelings Philip Kotler, the father of modern market- ing, believes the power and value of brands lies in an in-depth exchange of feelings between products and customers. The Furongwang (The Hibiscus King) ciga- rette brand, produced by China Tobacco Hu- nan Industrial has now positioned itself cultur- ally as being linked with success. Originally, the advertising slogan of Furongwang was "The Deep Love of the Hibiscus King – A Treasure of China", which played on the then popu- lar idea of an imposing stature. But the com- pany was following market developments and caught a psychological change in consumers as the rapid economic development in China brought a consequential rise in the middle class. The new mood called for a new marketing approach, and chimed with the slogan "Cre- ation of Infinity and Feeling of Success". Later, this was changed once more to "Transmission of Value to Make You and Me Successful", to advocate Furongwang as representing the value that we're all in it together in the joint pursuit of success. As a result, the Furongwang cigarette brand has won increasing recognition and, together with a few other notable brands such as Chun- ghwa, has become a symbol of personal achieve- ment in China. Consumer service Service improvements have also emerged as a new approach for increasing the value of brands. Along with the increasing maturity of the consumer markets in China, the varieties and patterns of cigar products have increased gradually, with abundant supply of high-, me- dium- and low-grade cigars now available. However, the most loyal cigar consumers are still concentrated in the sector of relatively high-grade products. The Great Wall Cigar Factory provides an emotional connection for these consumers by giving them access to the Society of Great Wall Cigars, a platform for cultural exchange and cigar appraisal. The company invites consum- ers to themed parties and symposiums on cigar culture, and also sponsors custom made cigars for its customers. Amid the increasingly tight controls on tobacco products, Chinese manufacturers are coming to terms with the need to consider the consumer perspective and to cater to these de- mands. This, they now realize, is the road to success in adding value to their brands.