EIC Company is the electronic Intelligent Solutions Company that provides customers by reliable and robust services which they may not have experienced before. The most important objective of EIC Company is to produce high quality products that suit customers and society. For the main purpose of the e-products and e-services provided by EIC Company is for Marketing; the company needs to advertise its goods by one of the means of promotions to convince consumers in its electronic products.
As I am a marketing manager in EIS Company, I think Healthy cigarette (Hc) would be an attractive name to the e-cigarettes for the market. The Name includes the contradiction has been known that cigarettes are deleterious to health has never been useful, but now you can get special cigarettes have no negative effects on health . I assume that Hc should be introduced in the Middle East region which is currently one of the largest markets that consumes cigarettes in high percentage. In the context of the essay we’ll show marketing plan that explaining how EIS Company should introduce e-cigarettes to the Middle East Region.
Market segmentation represents an effort to increase a company’s targeting precision. According to EIS Company, segment in the market is being considered the smokers. This segment can be measure in Middle East region by knowing the percentage of total adult smokers (Yemen 44. 50% , Turkey 44. 00% , Lebanon 40. 50%, Jordan 29. 00%, Kuwait 15. 60%,.. ). In terms of accessibility, smokers in Middle East region are aware for the new products that related to tobacco. Thus, EIS Company by its marketers will find some ways of communicating with smokers.
And to study the stability of smokers, certainty that the percentage of smokers in this region would not have enormous differences in the near future or long-term. With respect to our market segmentation, it based on psychographic and behavioural factors. Axiomatic that most of the people in Middle East are risk takers; they like to try most products that are new. Also smokers will get benefit from Hc as they are going to use it as the real cigarette. EIS Company will use niche marketing in its targeting.
Niche marketing focuses to serve one specific segment (smokers), as compared with conventional marketing which may focus on addressing needs (demands) of several market segments. Also, Niche marketing can be viewed as a highly focused and intense beam that shines upon a specific spot, instead of our conventional lighting that illuminates an entire room. Our marketing plan to introduce Healthy cigarette (Hc) in the Middle East region should take into consideration the external environment that would have impact on our product.
Education levels and impact of social class are the two social factors that will affect Hc in the Middle East. Level of education of smokers play big role in the Middle East because they will be conscious to our product which substitute the traditional cigarette by electronic one without any side effect on their health. Being inside social classes of the Middle East, in general, it consist of two main classes the high class and the low class. These let EIS Company expect from both classes to buy our Hc product for two reasons.
Smokers in high class will buy Hc to increase their prestige and to get benefit from and smokers in low class will buy Hc to save their money because e-cigarettes are cheaper than traditional cigarettes in the long run. Patches and cigarettes factories are the two main potential competitors to Hc product. Licensing prices one of the ethical issues that should be considered when dealing with our patches competitors. As it known patches prices are approximately near to the regular e-cigarettes price. So if this product reduces its prices, consumers may tend to use it instead of e-cig.
With respect to traditional cigarettes companies, they would naturally be against the e-cigarette’s success. It’s a direct competitor that could demand Governments in the Middle East to restrict their policy toward Hc product. Competition based pricing would be suitable approach to use for Healthy Cigarette product that will be introduced in the Middle East region. This approach based on prices of our competitors; it involves comparing the prices of all competing products and then setting the price of Hc product.
The second marketing mix element is marketing communications which contains promotional mix such as advertising, sales promotion, personal selling and public relations. For our e-cigarettes product, advertising and personal selling would be the two best choices to use. Advertising is one of means of marketing that is so important in Middle East region. As an example, EIS Company would use pioneering advertising in the early stages of the e-cigarettes product because the company wants to achieve consumer awareness and interest. Other element of marketing communications mentioned is personal selling.
This could help EIS Company introducing Hc product to the Middle East countries by salespersons. As an example, a salesperson who talks personally to a potential customer will give him all information needs about Hc product and will answer for any question from the customer. To explain how the societal marketing concept related to the launching of e-cigarettes, we need to make comparison between the traditional cigarette and e-cigarettes with respect the classification of new product opportunities. The regular cigarettes give high immediate satisfaction with low long-run consumer welfare.
But the e-cigarettes provide consumers with high immediate satisfaction and high long-term consumer welfare. The societal marketing concept is an overall theoretical structure that is planned to make marketers think about the social responsibility of marketing. For conclusion, I am with the launching of e-cigarettes in the Middle East. With this product, smokers can still satisfy their craving for nicotine, but they avoid the tobacco and tars while still smoking what feels and tastes like a real cigarette. The product gives people the nicotine they are craving, but not all the bad things that go with nicotine in regular cigarettes.