Company Introduction, Market Segmentation

food market Segmentation, and Product Positioning Keenan Pierson Dry. Steven Englander Marketing October 28, 2013 A. The Company brightness natural selection e-cigarette Is a metal reversible electric cigarette sucker, Glenn smokers an election smoking selection to conventional tobacco mathematical products. talented Option takes pride in military strength an emphasis on do its e-cigarette as close as executable to the weight, size, feel, sapidness and inhalation of authorized cigarettes. Targeting seasoned smokers, knowing Option e-cigarettes advance non-disposable smoking products.The adroit Option e-cigarette kit keep abreasts with an atomized plus a getaway tit a flavor enhancer. Consumers respect the chumps option of varied flavor enhancers tho is popular, more so, beca economic consumption lustrous Option Is known for its hourlong- lasting batteries. Popular, fashionable and well-established, the Smart Option brand desires to expand to Include the Smar ts harmonious reversible railcartridges and chargers. Smart Option was established In 2010 and Is headquartered In Atlanta.Keenan Pierson Is the SSP of Product Development, spearheading the brands scientific advance. Smart options strategic mission statement Is To provide a enormous hurt for the sophisticated smoker, focusing on quality and incr palliated accessibility. international Market Cigarette use is the largest segment of the tobacco market In Russia, accounting for 98 percent of the markets total value (Russia, 2013). E-cigarette use in Russia is a means for controlling smoking (Popularity, 2011), and its popularity is growing there as well.Smart Option consumers primarily are based in the get together States, but Smart Option sees an opportunity to expand the brand as it prepares to engross the Smarts component. Currently, the majority of electric cigarettes enter the Russian market from China (Research and Markets, 2012). increase exports allow for assistant g row the brand. With Smarts harmonious rechargeable cartridges and chargers, the goal Is to start and capture significant market share through a reason of necessity from consumers in the U. S. And abroad, creating brand loyalty. B. Marketing Plan smoker.It has the look of unstained cigarettes with an excellent nicotine delivery system. Consumers enjoy its variety of forms, its battery life and ease of use. The Smart Option e-cigarette brand is the solution for the long-term consumer seeking a premium product. While priced slightly higher than competitors selling disposable reduces, the Smart Option e-cigarette kit is equivalent to receiving up to 3 packs of conventional cigarettes supra the standard two. Smarts matched rechargeable cartridges and chargers leave behind be for consumers looking for the longer investment in the e-cigarette.Smarts go out provide the best and most technologically-advanced electronic cartridges and compatible chargers in the industry. All e-cigaret te brands are battery operated. Presently, consumers of e-cigarettes have to be loyal to their brand because rechargeable cartridges and chargers are not versatile, meaning that chargeable cartridges are not compatible with each other. There are so many electric cigarettes available that it may be difficult and dearly-won for the consumer to determine which brand satisfies their tastes.The consumer also must find the store that sells their favored brand. With Smart Options Smarts compatible rechargeable cartridges and chargers, consumers no longer have to commit. The product and the service component of the Smarts compatible rechargeable cartridges and chargers result drive sales. Smarts go out be bundled with the existing Smart Option products and sold separately to move in users of competing eggs. Like most cartridges, the Smarts compatible rechargeable cartridges include miniature atomic number 3 batteries. Smarts is unique because its 4. -volts also contain a small univer sal organiser for compatibility with other brands, creating an android mechanism for use crossways all brands of e-cigarettes. A unique feature of the Smarts compatible rechargeable cartridges includes longer-life batteries, which has made Smart Option popular among consumers. As an enhancement, the Smarts battery will automatically go into understudy mode when not in use to preserve its life. The product and the Smarts compatible rechargeable cartridges and chargers will be expensed through vending machines and will be widely available at gas stations and convenience stores.Consumers will see the cost savings over time, enjoying the versatility of the Smart compatible rechargeable cartridges and chargers, making the overall product and its service even more attractive. A report from the Centers of Disease Control and Prevention finds that one-fifth of Americans to the highest degree 46 zillion are still smoking (The Electric Cigarette, 2010). Tobacco use is responsible for ne arly 1 in 5 deaths in the United States (AS Choice, 2010). Users of conventional cigarette make are responding to the rise in health risk awareness, using e-cigarettes as a healthier alternative.Currently it is estimated that 1 in 40 smokers are now using e- cigarettes as an alternative (The Electric Cigarette, 2010), and the trend is growing at phenomenal speed. E-cigarettes have three basic components a battery, an atomized and a mouthpiece cartridge. E-cigarettes deliver nicotine without the harmful toxins put together in tobacco smoke yet creates the same hand-to-mouth experience. instead of lighting up, an electric cigarette has a cartridge that resembles a riddle that heats nicotine into a vapor. An LED light glows at the apex during the inhale, simulating the glowing tip of a regular cigarette.It is a safer alternative to smoking, and reduces secondhand smoke motion-picture show since they do not produce smoke. E-cigarettes are sum, e-cigarettes are a smarter smoking sol ution. E-cigarette users are vamping rather than smoking. The sale of e-cigarettes is a niche business that is a growing segment of the tobacco industry, although no tobacco exists in eggs. Created in 2003 by a Chinese pharmacist, the segment is emerging, and it is estimated that about a million people used electric cigarettes (Seltzer, 2011).Word about the product is spreading as consumers are becoming educated about the dangers of tobacco use and about the availability of smoke-free alternatives. Increased accessibility and universality will help the industry continue to grow. The Smart Option e-cigarette tastes like a real cigarette and offers a variety of cigarette flavor enhancers, including a nicotine-free version. Smart Option focus groups revealed that consumers are attracted to the brands Smart LED and the option of buying higher capacity batteries but expressed frustration over their inability to use e-cigarettes interchangeably.Smart Options answer is a universal batter y-operated rechargeable atomized cartridge and charger. Smarts compatible rechargeable cartridges and chargers will offer various charging options such as car chargers. Consumers have found problems with the taste and reliability in their search for the preferable e- cigarette. Neither cartridges nor chargers are interchangeable, making it difficult and expensive for the consumer to determine which brand satisfies their tastes.Smarts compatible rechargeable cartridges and chargers will provide consumers with a plethora of options and alternatives to enjoy the brand of their choice. No other brand or innovation shortly exists to cater to e-cigarette users who want that versatility. There are different sizes of batteries in variable brands of e-cigarettes. The convenience and instant gratification of purchasing the Smart Option e-cigarette and/or purchasing the Smarts compatible rechargeable cartridges and charger is effective to drive growing and will strengthen market share.The Smarts compatible rechargeable cartridges and charger will come with a universal adapter, creating an android mechanism for use across all brands of e-cigarettes. Consumers also will enjoy the systems longer-life rechargeable cartridges, eliminating the hassle of purchasing several devices in search of the desired taste and nicotine strength. Getting buy-in from the unbelieving consumer will be a challenge to overcome since a helplessness from competitors is weaker battery performances.The widespread smoking prohibition, not to mention the increase in taxes, and growing social stigma of conventional cigarette smoke creates opportunities for the e-cigarette market. thingamajig stores have seen a reduction in retail sales, resulting in dismay profit margins from selling conventional cigarettes. Unlike conventional cigarettes, tobacco taxes do not exist because there is not tobacco in the product, making it an affordable alternative for consumers. Electric cigarettes offer conveni ence stores lower taxes and a good deal higher profit margins.Imposing additional cigarette-specific taxes on the sale of e-cigarette products would be a threat as it would lessen the number of consumers willing to buy the products. Smart Option e-cigarette brand is plentiful and diverse, and the goal is for the Smarts compatible rechargeable cartridges and chargers to be as well. Consumers experience a relaxing and licensable feeling with each Smart Option smoke that they perceive as positive and satisfying. The aim is to position the product and service as more than an e-cigarette this push will come in the form of heavy promotional spending.New technologically- savvy vending machines will be Smart Options way to sell the product, making it a standout brand. apiece vending machine will have an online hub with up-to-date e- cigarette Smart Option brand information as an example of such marketing. APS affable from smart mobile phones will support consumers need to get the curren t reduce information, including GAPS capability to provide nearest locations. The Smart Option e-cigarette brand has a reliable website with an easy-to-use menu for online transactions by credit or debit.This will provide the best possible option for delivery for the Smarts compatible rechargeable cartridge and charger. Wide accessibility in brick-and-mortar stores such as gas stations, convenience stores, grocery stores, drug stores and big box retailers, will help diversify and increase sales distribution. Smart Option e-cigarette and the Smarts compatible rechargeable cartridges will be the best option for the lowest price possible. The brand and supporting devices will deliver more enriched quality and versatility to consumers.