12/19/2023 0 Comments Gold flake cigaretExternal strategic factors- Opportunities and Threats.Internal strategic factors- Strengths and Weaknesses.It helps an organization to identify the: In order to get an equal idea of the company’s pain points as well, we conducted a SWOT analysis.Ī SWOT Analysis is used by companies during strategic planning to gauge whether their product is doing well, where it can improve, and how it fits in the competitive landscape. But this spot is not without its set of challenges. The marketing mix has helped us understand that Gold Flake has impressive business and promotion strategies that have contributed to its leading position. So all of Gold Flake’s promotion today is by word of mouth. Cigarette brands today can engage in surrogate advertising but ITC, Gold Flake’s parent company does not practice it. They used to market through the then-popular media channels such as television, radio, print ads, posters, etc. Gold Flake promoted its products heavily before the ban on advertising for tobacco products. They follow an intensive marketing strategy where they gather as many retailers as possible to ensure that their products are accessible to customers.They cover a wide range of the retail spectrum, from premium outlets in the metros to small shops in the interiors of rural India.And the cigarettes are then directly sold to the consumer. These retailers further appoint certain agents to deliver the product directly to even smaller retailers. The wholesalers buy from the distributors and sell the cigarettes to the retailers located all over the country. Gold Flake has an impeccable distribution strategy.The prices also change as per the tax rate and government rules and regulations.They also use the product bundle pricing method, where products are bundled together and sold at prices lower than the total of individual items.This means the price depends upon the demand for its cigarettes and also upon the prices of other brands. Currently, the company is following a competitive pricing strategy.The product comes with two smoking accessories: a cigarette filter and a cigarette holder. There are four broad categories of cigarettes sold under the Gold Flake brand and each of these serve as separate product lines. Let’s look at Gold Flake’s marketing mix. The 4Ps make up a typical marketing mix, which includes Product, Price, Place and Promotion. Let us understand how the company markets to this target audience by looking at its marketing mix.Ī marketing mix is a collection of tactics used by a business to increase demand for its brand or product. This is put into perspective when read along with the fact that one in four of all adult Indians consumes tobacco in some form. We can see that their main audience is the group of 20-29 year-olds, although teenagers and older adults are not that far behind. The above graph shows Golf Flake’s customer base by age. But as the company grew, its target audience expanded to include more segments. Age, gender, income, education, and location are all behavioral and demographic characteristics that can be used to characterize a target audience.ĭuring the initial days of Gold Flake, their main target audience was the adult male. Let us begin this case study by understanding its target audience.Ī target market is the group of customers that a company wishes to market to. Gold Flake today is one of the largest FMCG brands by sales. Originally, Gold Flake was a British brand by W.D & H.O Wills. ITC (Indian Tobacco Company) is the market leader for cigarettes in India and Gold Flake is one of its highly popular brands.
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