Davidoff CigarettesDavidoff Cigarettes

Submitted By:Anurag Dua D-10Arijoy Kumar D-11Bharat Bhatia D-12Ch. Gokul Kumar D-16Nitin Pradhan D-25Faiyaz Alam D-53Shefali Saxena D-56

* ZINO DAVIDOFF INTRODUCED THE DAVIDOFF * ZINO DAVIDOFF INTRODUCED THE DAVIDOFF

CIGARETTES BRAND IN 1967.CIGARETTES BRAND IN 1967.

* DAVIDOFF IS A POPULAR SWISS BRAND OF LUXURY * DAVIDOFF IS A POPULAR SWISS BRAND OF LUXURY

PRODUCTS, MOST WELL KNOWN FOR ITS HIGH-END PRODUCTS, MOST WELL KNOWN FOR ITS HIGH-END

TOBACCO PRODUCTS, INCLUDING CIGARS, TOBACCO PRODUCTS, INCLUDING CIGARS,

CIGARETTES AND PIPE TOBACCOS.CIGARETTES AND PIPE TOBACCOS.

* DAVIDOFF IS A GLOBAL BRAND WITH ITS PRESENCE * DAVIDOFF IS A GLOBAL BRAND WITH ITS PRESENCE

ALL OVER THE GLOBE. THE GROWTH RATE OF ALL OVER THE GLOBE. THE GROWTH RATE OF

DAVIDOFF DURING 2004-05 WAS 15% SHOWING ITS DAVIDOFF DURING 2004-05 WAS 15% SHOWING ITS

GLOBAL LEADERSHIP AMONG PREMIER TOBACCO GLOBAL LEADERSHIP AMONG PREMIER TOBACCO

BRANDS.BRANDS.

Davidoff

What Is A Cigarette ???

Before one goes out to buy cigarettes, one should know what a cigarettes is. A cigarette is a tobacco product that is made of cured and thinly cut dried tobacco leaves. This tobacco is rolled or stuffed into a paper cylinder. The cylinder that is commonly used is 10m"m in diameter and less than 120m"m long. The cigarette is lit at one of its ends and allowed to burn for the sake of inhaling its smoke from what is usually its filtered side, which is placed between the lips. The term, cigarette, is primarily used to refer to a tobacco filled cigarette.  All products made of tobacco have been proven to shorten peoples  life spans.

The difference between a cigarette and a cigar is that the cigarettes is smaller in size, it is made of processed tobacco leafs, and its wrapped in paper. On the other hand cigars are generally composed of whole tobacco leafs. Cigarettes were brought into the English speaking world during the Crimean War, when British soldiers began imitating the Turkish soldiers, who used to roll their tobacco with newspaper.

* CLASSIC* CLASSIC

* MILD* MILD

* LIGHT/GOLD* LIGHT/GOLD

* MENTHOL* MENTHOL

* MAGNUM * MAGNUM

Product Lines of Davidoff Cigarettes:

Davidoff Classic Cigarettes Price: $ 18.90

Davidoff Lights Cigarettes Price: $ 18.90

Davidoff Slim Classic 100s Cigarettes Price: $ 18.90

Davidoff Slim Lights 100s Cigarettes Price: $ 18.90

Davidoff Supreme Cigarettes Price: $ 18.45

Davidoff Ultra Cigarettes Price: $ 18.90

Davidoff Magnum Cigarettes Price: $ 30.40

FOCUS AREA

BRANDING

POSITIONING

ATTRIBUTES

DISTRIBUTION

OBJECTIVE OF THE STUDY

IMAGE AND POSITIONING OF THE BRAND IN THE MIND OF CONSUMER

LIKEABE AND DISLIKABLE ATTRIBUTES OF THE BRAND

BRAND RECALL AND REGULAR COSUMERS

COMPETITORS AND CLOSE SUBSTITUTES( OTHER BRANDS)

RESEARCH METHODOLOGY

AREA – NOIDA AND DELHI METHOD – RANDOM SAMPLING SAMPLE SIZE – 50 TARGET AUDIENCE

AGE - 20 – 30 YRS

BACKGROUND -STUDENT, BPO/IT, BUSINESSMAN

CHARACTERISTICS - REGULAR SMOKERS

GENDER PROPORTION – 90:10 (M:F)

SURVEY CONDUCTED THROUGH MAILS AND FACE TO FACE INTERVIEWS.

CLOSE ENDED QUESTIONNAIRE.

Questionnaire:Questionnaire:1. Have you heard of Davidoff Cigarettes: Yes/No

2. If Yes, do you smoke it: Yes/No

3. If No, what other brand you prefer:

a) Wills

b) Gold Flake

c) Marlboro

d) Classic

4. Which sector do you belong:

a) Student

b) IT/BPO

c) Businessmen

d) Others

5. Why do you prefer Davidoff:

a) Affordable price

b) Good quality

c) Status symbol

d) Brand loyalty

Questionnaire contd:Questionnaire contd:6. Why don’t you prefer Davidoff:

a) High prices

b) Low quality

c) Non-availability

d) No attachment

7. Your preference in Davidoff:

a) Classic

b) Light

c) Mild

d) Flavoured

8. Why do you smoke:

a) Style statement

b) Liking

c) Habit

d) Stress buster

Questionnaire contd:Questionnaire contd:9. How many cigarettes do you smoke daily:

a) 0-5

b) 5-10

c) More than 10

10. Rate Davidoff cigarettes on the scale of 1 to 10 : _______

1. HAVE YOU HEARD OF DAVIDOFF 1. HAVE YOU HEARD OF DAVIDOFF

CIGARETTES:CIGARETTES:

A) YES A) YES - 70%- 70%

B) NOB) NO - 30%- 30%

2. IF YES, DO YOU SMOKE:2. IF YES, DO YOU SMOKE:

A) YESA) YES - 55%- 55%

B) NOB) NO - 45%- 45%

Analysis of Survey:

3. IF NO, WHAT OTHER BRANDS YOU PREFER:3. IF NO, WHAT OTHER BRANDS YOU PREFER:

A) WILLSA) WILLS 30%30%

B) GOLD FLAKEB) GOLD FLAKE 25%25%

C) MARLBOROC) MARLBORO 10%10%

D) CLASSICD) CLASSIC 35%35%

4. WHICH SECTOR DO YOU BELONG:4. WHICH SECTOR DO YOU BELONG:

A) STUDENTA) STUDENT 50%50%

B) IT/BPOB) IT/BPO 20%20%

C) BUSINESSMENC) BUSINESSMEN 20%20%

D) OTHERSD) OTHERS 10%10%

Analysis of Survey:

5. WHY DO YOU PREFER DAVIDOFF:5. WHY DO YOU PREFER DAVIDOFF:

A) AFFORDABLE PRICEA) AFFORDABLE PRICE 8%8%

B) GOOD QUALITYB) GOOD QUALITY 53%53%

C) STATUS SYMBOLC) STATUS SYMBOL 25%25%

D) BRAND LOYALTYD) BRAND LOYALTY 14%14%

6. YOUR PREFERENCE IN DAVIDOFF 6. YOUR PREFERENCE IN DAVIDOFF

CIGARETTES:CIGARETTES:

A) CLASSICA) CLASSIC 23%23%

B) LIGHTB) LIGHT 57%57%

C) MILDC) MILD 12%12%

D) FLAVOUREDD) FLAVOURED 8%8%

Analysis of Survey:

7. WHY DON’T YOU PREFER DAVIDOFF:7. WHY DON’T YOU PREFER DAVIDOFF:

A) HIGH PRICESA) HIGH PRICES 35% 35%

B) LOW QUALITYB) LOW QUALITY 40% 40%

C) NON-AVAILABILITYC) NON-AVAILABILITY 2% 2%

D) NO ATTACHMENTD) NO ATTACHMENT 33% 33%

8. WHY DO YOU SMOKE:8. WHY DO YOU SMOKE:

A) STYLE STATEMENTA) STYLE STATEMENT 17%17%

B) LIKINGB) LIKING 27%27%

C) HABITC) HABIT 30%30%

D) STRESS BUSTERD) STRESS BUSTER 24%24%

Analysis of Survey:

9. HOW MANY CIGARETTES DO YOU SMOKE 9. HOW MANY CIGARETTES DO YOU SMOKE

DAILY:DAILY:

A) 0 – 5A) 0 – 5 37%37%

B) 5 – 10B) 5 – 10 47%47%

C) MORE THAN 10C) MORE THAN 10 16%16%

10. RATE DAVIDOFF CIGARETTES ON THE 10. RATE DAVIDOFF CIGARETTES ON THE

RATING OF 1TO 10: RATING OF 1TO 10: ___6.7______6.7___

Analysis of Survey:

Conclusion: NOT A MASS BRAND IN INDIAN MARKET. POSITIONING QUITE WELL FOR NICHE

SECTOR IN THE INDIAN MARKET. ADVERTISING AND NETWORKING. BRAND RECALL IS NOT THAT GOOD. HIGH PRICE BRAND.

Recommendation:

PRICES ARE TOO HIGH -RS 80 Repricing is required

RECALL IS POOR

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