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четверг, 15 марта 2012 г.

MARLBORO promotion plan.

MARLBORO promotion plan
Long-term goals:
• a field program
- Adds value not only for smokers but for the brand
- The creation of market power
- Clearly mark the position of competitors
• Further the degree of participation / communications between smokers and Marlboro Marlboro on the rise in the modern image of '0 goals: 
• Establishment of High Court and the transformation of young men and women
 • Increased use of alternative competitive smokers

 • Encourage continuity of purchases among smokers 
• Increase visibility
 • Develop a promotion and the field is more unique, never been seen incentives and rewards. Strategy:
 • Reward customers who choose Marlboro smoker and loyalty on the packaging / box prizes, continuity offers, sweepstakes and offers a unique liquidator 
• Create a "world of Marlboro", which is beyond the scope of Marlboro Country, with the participation of smokers in the event of interest to them and which are based on the Marlboro man / image management
 • Use all available means of delivery, including retail, delivery and direct 
• Increase local marketing efforts in order to achieve impactfully core audience.

 • Increase the coverage, frequency and impact of reward programs and the court 1) the primary purpose - young adult male smokers 2) The secondary objective - a box of buyers 3) the specific purposes - Menthol and Hispanic smokers, and, as necessary, national accounts strategy 
• Provide continuous stands in point of sale • Provide more and higher incentive value for all targets with the emphasis on the packaging buyers (13 programs, 12 targets) and secondary emphasis on cardboard buyers in higher price-driven markets (3 programs, one target) • Increase the coverage of non-recurring by using a smaller display, that is the deep penetration of the field shop
 • incentives that are unique or unique design and is always unique in the presentation, special menthol incentives will be developed within 25 target markets menthol, a special program for Hispanic will be sent. In addition, some of the main Spanish-language version of the program will be prepared. • Inventory of incentives for rapid deployment • Improved POS-presentation against the authority and efficiency goals

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