Cigarette Brand Positioning

With the China's entry into WTO and development of economy ,the competition between the brand of cigarette is becoming more drastic. The making of strategy of brand, especially, the positioning of brand ,is becoming more and more important .To some extent ,reasonable positioning is the key to the success of a brand ,particularly, with the long-term-reaching and realistic meaning for the cigarette brand within the present drastic competition.After studying the developing process of the theory USP theory image and theory positioning ,the paper analyses the psychology behavior and destination of cigarette consumption .It puts forward the equal memorizing system of customers feature of "cigarette of tool" and "cigarette of instrument" and seven consuming motives. Basing on which, it studies the tactics and way of the positioning of cigarette brand and does the practical research. It puts forward the tactics of fast positioning positioning in connection and repositioning positioning by few factories positioning by arranging many factories and inter-comparing.Meanwhile, by studying the successful way of King Furong, this paper analyzes the successful positioning tactics of King Furong,including pricing packing aiming market and promoting .The paper studies the problems of brand development including technology product image price way and so on. It puts forward strategy and tactic of King Furong in the new competition environment, too.