Be alert to the new round of marketing penetration of foreign smoke

In the United States, a growing new smokeless tobacco product is a flawless product, but cigarette companies still rely on their standard methods to increase profits and raise prices.

In early April of this year, the world’s tobacco giant Philip Morris International announced that it will nominate Ms. Li Wei, the chief financial officer of Baidu, the world’s largest Chinese search engine, as its independent director and is currently waiting for shareholders’ approval. After a lapse of one week, on April 8, the China Smoking Control Association publicly wrote a letter to Baidu, recommending that Baidu should proceed from the overall situation and strongly refused to invite Philip Morris to invite the company. A good image, draws a clear line with the tobacco industry, and achieve sustainable and healthy development, reflecting the style and corporate social responsibility that an internationalized company should have. For Philip Morris "recruit" Li Wei, the Tobacco Control Association clearly pointed out that during this period, "hidden ulterior motives."

It is also known that among the nine directors of Philip Morris International, except for the Chairman Luis Jin Ruili who is a Philip Morrison, the other board members are not former high-ranking officials and politicians, or are the tyrants of other industries, and they are famous and influential. huge. For this Philip Fe's invitation, Ms. Li said: “I hope to learn new ways of thinking and the best practical experience, so that I can contribute to the long-term growth of Baidu and the Chinese industry and commerce.” Although not A clear statement, but already revealed "heart has a lot of emotions."

Whether Ms. Li joined Philip Morris and we do not discuss it at the moment, the key is to use this phenomenon to see the essence of the marketing penetration of foreign tobacco giants. Borrowing from the open letter of the China Tobacco Control Association, “Philip Morris will direct Nikon to Baidu, hoping to hire Baidu’s chief financial officer, Ms. Li Wei, to serve as an independent director and cooperate with Baidu to conceal the ulterior motives.”

The overall view of Marlboro's sales in recent years can be described as lackluster. In 2009, there was a noticeable decline in sales. As a result, Philip Morris International has begun a two-pronged approach to brand innovation and market development. In 2008, Marlboro's achievement of production in China will undoubtedly allow Philip Morris, who is in the bottleneck period, to see the tough direction. With the upgrading of the strategic position of the Chinese market, Philip Morris will gradually accelerate its expansion in China in the coming period.

“Not to be suspicious” is the wording of the Tobacco Control Association standing on the anti-smoking stance. Although it is somewhat exaggerated and hostile, it is appropriate to use it to describe the exquisiteness of the marketing methods of foreign tobacco groups and the profound advancement of strategic awareness. The rigorous tobacco control environment has helped the Tobacco Group to “pervasively penetrate the market”. Under the risk of the defendant going to court, Marlboro still managed to evoke the desire of the consumer to buy through the red and white colors on the terminal. Under the tight monitoring of the implanted censorship, 555 could still pass through the period of creation of the film and television works. The implications and hints in song and dance performances touch the subconscious mind of consumers. This "dark market marketing" far-reaching skills make my generation convinced.

If the subtleties of marketing methods are still at the “tactical” level, then the dedication and clear-cut objectives of the “strategic” level of the Foreign Tobacco Group are equally commendable. China occupies nearly 40% of the global market except the United States. This huge market cake under the monopoly barrier has been vilified by the foreign cigarette group. It has broken through the monopoly through years of research and the influence of high-level businessmen. Barriers have always been the direction of their efforts. At the end of the last century, BAT’s success in building a factory in China had fully demonstrated its strong penetration capabilities and broad marketing capabilities. This incident is no stranger to people in the tobacco system.

In recent years, the development of China's tobacco industry has achieved tremendous results. When the scale of production and sales scales from a million boxes to a few million boxes, and sales revenue targets change from 10 billion yuan to several hundred million yuan, or even hundreds of billions, we must also be prepared for danger in times of peace, and we must be alert to new situations and new achievements while affirming our achievements. The new round of marketing penetration of foreign cigarette companies in the environment, because they have never given up.