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Eon And Kwiknik Marketing Strategy

1866 Words8 Pages

Introduction:
This report consists of an overview of the launch of the Eon and Kwiknik, alternatives to smoking and tabacco consumption. The big daddy of cigarette business, ITC, is now gearing up to woo smokers with an antidote to their health injurious habits: Kwiknic-nicotine chewing gums & Eon-the vaping device.
Subsequently this report builds up by analysing the current segmentation, targeting and positioning of these products and then proposes a new targeting and positioning strategy based on consumer surveys and secondary research. The structure of the report is as follows:
• Objective of the Report
• Executive Summary
• Background about the product and the market
• Segmentation, targeting and positioning
• Challenges
• Recommended …show more content…

• It can be done demographically which will include all legal age smokers.
• Geographic segmentation will lead us to an urban smokers, semi-urban smokers and rural smokers.
• The non-smokers who are willing to try smoking safely and with a less ill-effects on health, creates another market segment for these products.
• The market can be segmented on the basis of affordability of these products with Premium customers, mid-earning customers and low-earning customers.

Targeting-
Not all the market segments can be a possible target for the products Eon and Kwiknic. The marketing strategies (promotion, advertising, vigorous sale) should be centred around the consumers having high probability of trying/adopting these products.
The customers who want to quit smoking and are ready to try alternatives to smoking and tobacco intake should be targeted. In addition to that, these products are slightly costlier than regular cigarettes and other tobacco products so the Premium and mid-earning people should be the priority in targeting.
The lady smokers who want to enjoy tobacco but do not want greater impact on health and beauty should be another target …show more content…

People tend to reject these products because they do not find it at par with the real smoking effect.
No one wants to spend more on a product which may not give same pleasure as its parent product.

Survey indicates that around 40% of respondents are not willing to try any alternative to their way of tobacco intake.

Recommendations:

 Start targeting at no-smoking areas like malls, theatres etc. These are the places where people miss smoking and they would love to try these products. Secondly, the benefits of virtual smoking can be best explained while promoting in a ‘No Smoking’ zone.

 Do aggressive advertising as if you care for people the most. This will put ITC in best possible light in the eyes of consumers. ITC cares for peoples’ health and that is why they have innovated these less injurious products.

 Target the premium customers first who can pay and are health conscious too. In the beginning these customers can become the brand ambassador for masses. Do B2B from corporate parties, Bars and other smoking zones.

 Take help of Govt. and NGOs too by propagating it as an antidote for smoking and tobacco intake. Portray the product as a midway between heavy intake of tobacco and no intake of

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