Witness of the film and television world

Chapter 148
What is the current situation with Federal Tobacco?
From a series of information collected by the firm, Peyton quickly understood.

At present, there is a market of 6000 billion sticks of federal cigarettes every year, and these markets are divided by brands.

Of course, no brand or company has an absolute advantage at present.

Today's United Tobacco brand still belongs to the era when all heroes rise together.
Reynolds Group, British American Tobacco Group, Altria Tobacco Group, Global Tobacco Group...these are giants in the tobacco industry.

Each of them is well-known, and each has many brands and loyal customers of the corresponding brands.

Winston cigarettes and Camel under Renault Group, Marlboro and L&M brands under Philip Morris, veteran brands Lucky Strike, Jianpai and Lucky Strike under the Anglo American Group...

However, the so-called giants only occupy a certain share in their own fields, and they have never monopolized.

And with the development of the tobacco industry in recent years, they are still losing their share in the competition with various emerging tobacco manufacturers...

For example, cigar tobacco manufacturers from Cuba have developed rapidly and have occupied a lot of high-end tobacco in the Federation in recent years.

The Renault Group had to rethink the positioning of Camel cigarettes, and the Lucky Strike Supreme Edition, a subsidiary of Anglo-American Company, was also launched in advance to resist the loss of the market.

Or a veteran group, or a new rising star.

With the development of the economy, people's pursuit of cigarettes has reached its peak, and the federal tobacco industry is maintaining an annual growth rate of 18%, which is especially terrifying.

The capital market is also particularly appreciative of these tobacco companies, and they have been pursuing them all the way, and there have been frequent news of the listing of one of the top ten tobacco companies.

Of course, in terms of development in recent years, Marlboro is the hottest and fastest growing cigarette.

Relying on the strong financial resources of the parent company Altria Tobacco Group, the industrial chain network...and the excellent brand positioning, Marlboro has achieved extraordinary development at the fastest speed.

Among the recent figures show that since Philip Morris hired Leo - Burnett advertising agency for Marlboro to reshape the image.

Beginning in 1954, Marlboro's advertisements no longer focused on women, but used tough men to emphasize the masculinity of "Marlboro" in advertisements to attract all customers who like to pursue this kind of spirit.

There is no doubt that this runs through this group of young people and even most of the women's group, 18 to 28 years old, Marlboro has occupied more and more market share, reaching 34% last year.

The federal western cowboy became the spokesperson of Marlboro, and such advertising positioning brought great wealth to "Marlboro".

Only between 1954 and 1955, the sales volume of "Marlboro" increased by 3 times.

Up to now, it has become the 10th largest cigarette brand in the entire Federation, surpassing many famous cigarette brands in the past.

Under Marlboro, Winston also relied on a series of advertisements to specialize in the positioning of young families and couples, and has achieved huge improvements year after year.

With the support of the parent company Reynolds, it has become a famous brand of the Federation, entering many families and women's markets, and becoming another pillar of Renault's following Camel cigarettes.

Many Winston advertisements show young people praising Winston's "good taste" in social situations, family dinners, office situations and flying two-person airplanes.

One of the ads shows a handsome man holding a pack of Winstons with the words "I will not be satisfied with any product that tastes bad, many cigarettes promise to taste good, but for me only one will do Up to this point, Winston has given me real flavor and joy every time I light it. I don't want anything less than flavorful, do you?"

Winston's advertisements mostly use lovers to show the happiness that Winston's good taste brings to people. One of the advertisements is: a couple enjoys Winston in various social occasions. The slogan is "use Winston Ton spices up your pleasure."

The other ad shows a very warm and romantic scene: in a red frame, there is a photo of a pair of lovers embracing outdoors with light snow, and the words next to it are "How wonderful! Winston Really tasty."

With these two most obvious examples, in recent years, the federal tobacco manufacturers' investment in advertising has also increased year after year, and last year it was an astonishing investment of 5000 million US dollars.

Some media define it as the behavior of tobacco coin distribution.

All kinds of new brands are also launched under the advertisements of tobacco giants, constantly attracting people's attention.

In the eyes of these companies, they launch many advertisements and brands, as long as one can achieve the same effect as Marlboro and Winston, all their investment will be returned.

……

Peyton watched, his eyes became brighter, and he realized that this industry seemed much easier than he thought.

"Heavy advertising bombing, brand building, pick one out of ten, this is just like health care products in the 90s."

Once upon a time, the same was true for the domestic health care products industry. Various advertisements bombed, a large number of subsidiaries spread out, and the sales network, including Melatonin later, all followed the same routine.

Sun God, Sanzhu Oral Liquid, Chinese Soft-shelled Turtle Essence...

Payton suddenly felt that this was an alternative health care product industry.

"That's right, don't tobacco manufacturers claim that tobacco is beneficial? This is a health product."

"However, the idea of ​​using health care products completely is not enough. After all, there is a huge gap between cigarettes and health care products..."

After thinking for a while, Peyton shook his head: "I can't simply think about it. This information is still not comprehensive enough. I don't know enough about the inside story of this industry, from production, packaging, to listing... I don't know enough about every level. Next, I need to conduct more information. collect."

Although from the results shown in this information, the development of Marlboro has a huge relationship with advertising.

But advertising is definitely not the whole story of Marlboro. It can rise in the battle of all heroes. Apart from advertising positioning, they are also remarkable in other aspects.

Moreover, don’t forget that the parent company of Philip Morris, to which Marlboro belongs, is the well-known tobacco giant Altria, which has huge support in tobacco production, material control, and various marketing channels.

Now Winston, which is developing rapidly in the Federation, also has the Renault Group behind it. Apart from the difference in advertising and branding, the parent company can provide help in various aspects.

Obviously, advertising investment is a little bit, but cigarettes are not inferior health products, and the construction and development of hardware cannot be poor.

……

A phone call was made, and the person on the other end of the phone was actually the person in charge of the Washington Post.

"Shaq, it's me."

"Chairman!"

Payton nodded: "I remember the Washington Post and Renault Group have an advertising cooperation."

"Yes."

"How much time is left?"

"Boss, they originally wanted to sign a long-term contract, but considering the changes in the market, we signed a short contract of two years, with one and a half years left."

Payton nodded: "Collect Renault Group's advertising investment and various sales information, try to be as comprehensive as possible."

"Yes."

After hanging up the phone, Peyton called Roussier of Columbia Television in Washington. He wanted to know whether there were any cigarette advertisements in TV commercials.

"Roussier."

"Chairman!"

"Well, let me ask you, is there any tobacco investment in the advertising business of the TV station at present?"

　Accidentally posted yesterday's draft, I will block and revise it in the afternoon, and turn it into today's updated chapter

　　
　
(End of this chapter)