brand-b&h_final

FREE YOUR MIND.

SEEK… …. . .

AND YOU WILL FIND.

A PLACE WHERE SENSES RISE,

WHERE WHIMS ARE INDULGED.

AND WHERE THE REST OF THE WORLD JUST HAS TO WAIT

UNTILL YOU ARE . . .

GOOD & READY!

BENSON

HEDGES

Group Members:Aimen Jamal Qidwai

Altamash Javed Lone

Hammad Masood

Hassan Haider Jafri

Naila Shaukat Ali

Salma Ayeshah Warraich

Syeda Masooma Rizvi

BackgroundBenson & Hedges cigarettes were created in 1873, for the then Prince of Wales. 

British American Tobacco acquired the rights to the brand in a large number of overseas markets in 1956. 

Today, British American Tobacco Group companies sell Benson & Hedges in more than 80 countries.

BAT’s Premium Brands

Lucky Strike

Dunhill

KOOL

Brand Management Concept

Premium Priced Product

Prestigious

Gold

B&H Background in Pakistan

Imported B&H was launched in Pakistan in 1996

Bench Mark Prices for International Brands.

Image Building

Highest Selling Premium Brand

Excise Changes in 2001

Local Market Launch 2003

Background problem:

Biggest Competitor –

Smuggled B&H

Urdu Warning

Make Local manufacture of B&H acceptable to consumers.

Grow the Segment.

Reduce Product Cost as opposed to Imported Product.

Short Term Benefit Long Term Benefit

Key success Factors for Locally Manufactured

brand

Brand Vision

What is the brand all about?

Benson & Hedges - to be the leading international entry brand into the Premium segment for ASU30 consumers.

Target Consumer

Demographic ASU30 Male Bias High Socio-Economic Groups (Education and Income)

Psychographics

The Benson & Hedges smokers are described as Responsible, Optimistic, Confident, Ambitious Smokers (ROCAS).

•Responsible

•Optimistic

•Confident

•Ambitious

BRAND ROLE

Achiever

VALS 2

Striver

Fulfilled Experiencer

Believer Maker

Struggler

ActualizerPrinciple

Status

Action Abundant Resource

Minimal Resource

CONSUMER ATTITUDES

Key Consumer Benefit & Reason

Rational Benefit: The SubstanceRational Reason: ?

Emotional Benefit: The SoulEmotional Reason: ?

Brand Essence

“Soul & Substance’

Brand WorldThe Benson & Hedges brand world is a balance of Golden Soul & Substance. A balance of International Prestige with Substance & Emotional Warmth with Impassioned Spirit.

Brand CharacterBenson & Hedges has a balanced character, so it is both

Human & PrestigiousIn Touch & InternationalRelaxed & The Gold StandardImaginative & AuthoritativeOptimistic & Stable

Desired Consumer Response :

“I like what Gold stands for and B&H is Truly Gold.”

Brand Muscles

SOUL & SUBSTANCE

• Gold Standard• Pack• Hallmark• International Prestige• Human Warmth• Impassioned Spirit• Generosity of Spirit

•Agony& ecstasy•Cool & calm•One & only• Above & beyond• Far & Away• Free & easy• Up & Down• Out &About • Wild & free• Free & easy• Pins & Needles• Lost & Found • Taste & flavor • Time & Place• Hopes & Dreams•Romeo& Juliet

Positioning

Target Market: Up market, urban outgoing who seek and international brand with an established name of heritage and prestige

Brand Persona: Elegant, Conservative, Exclusive, Regal, Someone with class,

Real high class male or female,

Older men/women with money,

The country club set, Bridge and luncheon,

Car: Rolls Royce / Cadillac

Beverage: Scotch, Brandy

Elegant, High class, Prestigious brand

PREVIOUS BRAND PERSONA

REPOSTIONED BRAND PERSONA

Target Market: Responsible, Optimistic, Confident, Ambitious, Smokers ROCAS

Brand Persona: Intelligent, Independent, Generous, Prestigious, Relaxed, Imaginative, Authoritative, Optimistic, Stable

Youth who think for themselves, Rebellious,

The out going trendy crowd,

Dance Parties

Car: Sports Car, BMW

Beverage: Vodka, Gin

Repositioning Youth, Free , Independent, Energetic, ROCAS

Brand IMAGEMaleGenerosity of SpiritEmotionalWarmJoyful & HumanStrength of CharacterResponsibleOptimisticConfidentAmbitiousProgressive, Evolutionary, Dynamic

Fusion: Social, open minded

Others:

Emotional, Fun loving, Energetic, Spontaneous, Witty, Uplifting, Intelligent and individualistic

BRAND VALUE PYRAMID

Unique Selling Proposition

•FRESHNESS

STYLE

Brand Extension

1 BRAND = 1 PROMISE = 1 PRODUCT

LAW OF SINGULARITY

Brand Communication

Advertisements ATL

BTL

Sales PromotionTrade Promo

Consumer Promo

I M C

Own the People

Share Knowledge

Brand Plan

Own the Venues

Brand Amplifiers

SUBLIMINAL PERSUASIONB&H employees sublimation in the following

ADS

Hoardings

Event management

Retail merchandising

Motives are aroused by depicting various situations having a range of emotions. Some of these are:

   Anger   Agony   Ecstasy   Joy   Freedom

EMOTIONAL AROUSAL

Role of Brand Manager

Purpose Statement:

• Develop and ensure implementation of a brand marketing strategy in line with brand portfolio objectives.

Principal Accountabilities:

• Develop and implement the brand plan to ensure that brand objectives are achieved

• Commission research and rigorously analyse data to ensure brand issues are understood and corrective action identified

• Recommend and manage all brand activity to ensure fit with brand strategy and corporate guidelines

• Understand the impact of cost elements on brand profitability and control brand support expenditure to ensure brand profit objectives are achieved

• Develop and coach direct reports to ensure talented individuals feel motivated and are able to progress

• Manage external agencies to ensure all brand activity is in line with the requirements of the brief

• Employ innovation in products and processes in order to achieve competitive advantage

• Work closely with Trade Marketing/End Markets and Operations to ensure product and brand activities are correctly managed throughout the supply chain

• Apply best practice in brand management to optimise efficiency and effectiveness

• Ensure Social Accountability System of PTC is implemented in accordance with Social Accountability Policy Manual, Procedures Manual and the Forms Manual. Ensure awareness of the overall Social Accountability Policy among the team members

Role of Brand Executive

 Principal Accountabilities:

• Execute the activities stipulated in the brand plan to ensure that brand objectives are achieved

• Rigorously analyse and report marketing research data to ensure brand issues are understood and corrective action identified

• Execute all brand activity in line with brand strategy and corporate guidelines

• Monitor and report brand expenditure to ensure spend does not exceed that authorised within the brand plan

• Monitor external agencies to ensure activities are to cost and to agreed timescales

Purpose Statement:

Assist in the development and implementation of a brand marketing strategy in line with brand objectives.

•Handle communication between Brand Marketing and Trade Marketing/End Markets and Operations to ensure the cycle plan is effectively executed

•Apply best practice in brand management to optimise efficiency and effectiveness

•Ensure Social Accountability System of PTC is implemented in accordance with Social Accountability Policy Manual, Procedures Manual and the Forms Manual. Ensure awareness of the overall Social Accountability Policy among the team members

Competitor Analysis

•Smuggled B&H

•Marlboro

•555

•Gold Leaf

•PINE

Perceptual Map

B&H

Low Price

High Price

Low Quality High Quality

555

Gold Leaf

PINE

Marlboro

Channel Intermediaries

Distributor Network

DSL

KBR

N.NazimabadLandhi

Baldia

WoodStreet

Product

B&H Full Filter 20HL

B&H Full Filter 10HL

B&H Lights (Four months from Full Flavour Launch)

Consumer Price for B&H 20HL: Rs 50Consumer Price for B&H 10HL: Rs 25

Price to

Distributor Wholesaler Retailer

Per M Per M Per M

Rs. Ps. Rs. Ps. Rs. Ps.

B&H

B&H 20HL 2180.00 2210.00 2210.00

Further Tax Guideline 2180.00 2270.00 2270.00

Outer Price 436.00 454.00 454.00

B&H 10HL 2180.00 2210.00 2210.00

Further Tax Guideline 2180.00 2270.00 2270.00

Outer Price 218.00 227.00 227.00

Pricing

Margins

Distributor Wholesaler Retailer Total

Per M Per M Per M Per M

Rs. Ps. Rs. Ps. Rs. Ps. Rs. Ps.

B&H

B&H 20HL 30.00 0.00 90.00 120.00

Further Tax Guideline

B&H 10HL 30.00 0.00 90.00 120.00

Further Tax Guideline

Retail Price

CED Sales tax Total Price Total Price F. Tax Price with F. tax

r M Per M Per M Per M 3.0% For Retailer

Per M Per Pack Per Pack Per Pack Per PM Per Pack

Rs. Ps. Rs. Ps. Rs. Ps. Rs. Ps.

B&H

B&H 20HL 2000.00 1250.52 300.00 2300.00 46.00 60.00 47.20

Further Tax Guideline

40.00 6.00 46.00

Outer Price

472.0

B&H 10HL 2000.00 1250.52 300.00 2300.00 23.00 60.00 23.60

Further Tax Guideline

20.00 3.00 23.00

Outer Price

236.0

PACKAGING20HL and 10HL

“Made in Pakistan” incorporated

PTC Logo incorporated.

Bar Code Incorporated

Underage Clause

Pricing on Pack

20s pack in Tiff Outers

10s pack in bundle wrap

Both in separate CBCs

PROMOTION

HoReCa

Creating a Brand Experience