| In order to change the disadvantage situation in the competition with foreign tobacco giants, since2005, tobacco industry had launched integration of tobacco brands and enterprises on a large scale. Many policies in tobacco industry started inclining to famous brands and big companies. In domestic tobacco market, Matthew Effect become more and more obvious; the big picture of tobacco companies’integration has been steadily formed. In this situation, brand strategy of each tobacco companies will determine the survival and future of the brand, moreover, the company itself."Good Day", the brand that established in2011, with yearly revenue over4billion (CNY), brand value of1.88billion (CNY), now is in its fast growing period. However, as a local brand, the sales volume is still low, brand influence is limited, also there’re limitations in manufacturing admittance and eligibility for supportive policies. What actions should "Good Day" take to survive in current brands integration environment, and make clear positioning for the brand in fierce market competition and integration, in order to seek future development for the brand and company, this is the most important challenge for the brand at the moment, and also will be the main focus of this paper.This paper analyzes the alliance case of two brands "Good Day" and "Double Happiness". The analysis bases on the theory of integrated brand marketing, from the background and policies of China tobacco industry, use PEST, SWOT,3C, Porter five forces, etc as analysis tools to analyze the background and necessary of "Good Day" brand alliance, focus on studying the specific strategies including alliance object, alliance type and pattern, also proposes guarantee measures from aspects of brand’s scale, brand development, marketing mix and company structure. Through the research of local tobacco brands alliance strategy, this paper intends to share useful experiences and references for other tobacco companies. |
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