Research And Practice On Regional Marketing Strategy Of Tobacco Brand

In the case study of the cigarette brand Golden Leaf in Yunnan market, we evaluated the marketing environment, analyzed market data, and interpreted the marketing strategies in order to give an thorough observation of Golden Leaf’s development in Yunnan market, it was based on the observation we came up with a new marketing approach which combines specific market circumstances with cutting edge marketing theories.Golden Leaf needed a breaking-through branding strategy to make up the gap between China tobacco henan industrial Co.,Ltd’s ambition in Yunnan and the circumstances and competition in the market, they accomplished that with both localized approaches and crossover approaches. In applying the localized approach, Golden Leaf practiced market segmentation by pricing and districting. In applying the Crossover approach,Golden Leaf took advantages of Yunnan, on one hand, as a travelling destination to reach its diversified consumer base, and on another hand, as home to over 528000 Henan origin people to cultivate Golden Leaf as a symbol of where they come from. Golden Leaf also built o2o channels to take advantage of newest technology. We believe these localized and crossover marketing approaches significantly contributed to China tobacco henan industrial Co.,Ltd’s success in Yunnan market.We find that localized branding strategies are becoming more welcomed and effective than centralized ones. Cigarette brands face not only the competitiveness risks but also risks that come from outside the market such as fast growing substitutes market. The localized branding strategy of cigarettes shall take both inside-market and outside-market risks into consideration and be executed in a detailed manner.