The Australian Small Business Blog

Wednesday, July 02, 2014

Marketing Moments - Value of a Brand - Cigarette Pack Case Study.

by Dr Greg Chapman, MBA
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There has been considerable controversy over whether plain packaging has reduced cigarette consumption, but one thing is not in dispute, there has been a rush to cheaper brands.There has been considerable controversy over whether plain packaging has reduced cigarette consumption, but one thing is not in dispute, there has been a rush to cheaper brands.

Last century, there were many big brand cigarettes. They were heavily promoted on TV, newspapers and through sponsorship from sport through to fashion. Appealing to markets as diverse as the outdoors man, international travellers, sophisticates and trendies with their different flavours and associations with celebrities.

Each of these brands were able to charge a premium in the market niche they had created for themselves.

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Dr Greg Chapman is the Director of Empower Business Solutions and The Australian Business Coaching Club and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.

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Dr. Greg Chapman is also the author of
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