Environmental Analysis

Environmental Analysis

Angela Arnold, Hipolito Camacho, Jr., Kellie Baker, Tamre' Rogers, Tiffany Guido

MKT/593 Product Design and Development

January 19, 2015

Cameron Webb

Team B is tasked with conducting an environmental analysis review in order to market flavored cigarettes. The environmental analysis study will focus on six key factors (Kotler & Keller, 2009): demographics, economics, social-cultural, natural, technological, and political-legal. Additionally, the paper will address the prospective target market, distribution plan, competitors, financial influences, and other factors such ethical and regulatory issues that can affect the marketing of flavored cigarette products.

The Product

Flavored cigarette products are becoming a primary allure for many traditional cigarette smokers, and the use of flavored tobacco products is increasing in the United States, as well as other countries. Research has shown that flavored cigarette products are becoming an attractive option for younger smokers, and this appeal will foster sales and profits. Of note, flavored cigarettes are becoming a desirability for many consumers because it can be purchased in the form of e-cigarettes. E-cigarettes are used by many smokers wanting to quit, but are becoming more popular among traditional smokers because of the many flavors being offered.

Correctly positioning flavored cigarette products will also aid in the branding process. The best product positioning strategy for any tobacco company to use would be:

* Positioning by attribute

* Positioning by product user

* Positioning by product class

These three positioning strategies are best because of its broader connection with the targeted consumers during the branding process. Additionally, customer satisfaction is a critical component of any consumer research and marketing initiative. In theory, if customers are satisfied with a product, service, or brand, they are more likely to continue to...