Tobacco Asia

Volume 18, Number 3

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Page 68 of 75

tobaccoasia 69 make an important approach for increasing the awareness of products, companies and brands. However, this sort of expansion might at the same time reduce the value of products, reduce consum- er loyalty, etc. For Jinsheng, a cigarette brand that does not have a very strong need for market ex- pansion, a timely strategic shift onto improvement of the structure of products will probably be more significant than continued large-scale expansion for gains from a small number of consumers. Such an adjustment will optimize the hierarchy and dis- tribution of products, and better meet the demand of consumers. As Jinsheng is a brand with its own loyal group of consumers, it stands to reason that it should provide cigarette products with a focus on consumer needs. Meanwhile, it is also an important approach to gradually reduce the number of the many small and highly localized brands and integrate them into large brands, to divert the limited resources to supporting the development of large brands, which meet the requirements of the State Tobacco Monopoly Administration (STMA) for "develop- ing large brands and making brands more com- petitive and more significant". In the future, the number of small cigarette brands will keep declin- ing as they lose competitiveness. Replacing them Jinsheng cigarette brand. will be the key for the leading brands capable of resisting the pressure of competition. At the same time, CTJI has also chosen to make use of large brands to guide the demand of consumers. Shift of marketing strategy What links products with consumers is marketing. For a long time, marketing has been shifting from the traditional pattern of focusing on enterprises

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