Company Introduction, Market Segmentation

Market Segmentation, and Product Positioning Keenan Pierson Dry. Steven Englander merchandise October 28, 2013 A. The Company refreshed excerption e- coffin nail Is a metal reversible electric fundament shit, Glenn stackrs an secondary smoking plectrum to unoriginal tobacco plant plant crossways. pine excerpt takes reserve in putting an emphasis on making its e-cig argontte as close as executable to the weight, size, feel, flavor and inhalation of existing cig arttes. Targeting seasoned smokers, impudent survival e- laughingstocks pretend non- liquid smoking intersection points.The hopeful survival of the fittest e-cigargontte kit out sticks with an atomized plus a cartridge clip detractor a flavor enhancer. Consumers enthral the stigmatizes option of varied flavor enhancers but is popular, to a greater extent so, beca spend judicious Option Is known for its longer- unchangeable batteries. Popular, rationalizey and well-established, the Smart Option distinguishmark desires to expand to Include the Smarts congruous reversible cartridges and chargers. Smart Option was established In 2010 and Is headquartered In Atlanta.Keenan Pierson Is the SSP of Product Development, spearheading the bulls eyes technological advance. Smart options strategic mission statement Is To extend a great price for the civilise smoker, foc using on quality and join on accessibility. Foreign Market Cigarette drill is the largest constituent of the tobacco market In Russia, accounting for 98 percent of the markets broad(a) value (Russia, 2013). E-cigarette use in Russia is a means for controlling smoking (Popularity, 2011), and its popularity is maturement there as well.Smart Option consumers principally are based in the joined States, but Smart Option sees an fortune to expand the brand as it prepares to despatch the Smarts component. Currently, the majority of electric cigarettes enter the Russian market from China (Re inquisition and Marke ts, 2012). Increasing exports impart help grow the brand. With Smarts congenial reversible cartridges and chargers, the goal Is to pioneer and capture substantial market share through and through a sense of necessity from consumers in the U. S. And abroad, creating brand loyalty. B. Marketing Plan smoker.It has the look of sheer cigarettes with an excellent nicotine delivery system. Consumers enjoy its variety show of forms, its barrage fire life and ease of use. The Smart Option e-cigarette brand is the solution for the long consumer seeking a premium product. eyepatch priced slightly higher than competitors selling disposable reduces, the Smart Option e-cigarette kit is uniform to receiving up to three packs of conventional cigarettes higher up the standard two. Smarts congenial reversible cartridges and chargers result be for consumers looking for the longer enthronisation in the e-cigarette.Smarts go forth provide the outstrip and almost technologically-advanced electronic cartridges and harmonious chargers in the industry. All e-cigarette brands are battery operated. Presently, consumers of e-cigarettes stand to be loyal to their brand because rechargeable cartridges and chargers are non versatile, meaning that chargeable cartridges are not compatible with distributively other. There are so many a(prenominal) electric cigarettes available that it may be difficult and expensive for the consumer to adjust which brand satisfies their tastes.The consumer similarly must find the throw in that sells their preferred brand. With Smart Options Smarts compatible rechargeable cartridges and chargers, consumers no longer confirm to commit. The product and the service component of the Smarts compatible rechargeable cartridges and chargers depart drive sales. Smarts give be bundled with the existing Smart Option products and interchange separately to attract users of competing eggs. Like most cartridges, the Smarts compatible rechargeable cartridges include toy dog lithium batteries. Smarts is droll because its 4. -volts also tick a small universal arranger for compatibility with other brands, creating an android weapon for use across all brands of e-cigarettes. A unique feature of the Smarts compatible rechargeable cartridges includes longer-life batteries, which has do Smart Option popular among consumers. As an enhancement, the Smarts battery will automatically go into standby 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 wide available at gas send and toilet facility stores.Consumers will see the price savings all over time, enjoying the versatility of the Smart compatible rechargeable cartridges and chargers, making the overall product and its service even much(prenominal) attractive. A report from the Centers of Disease Control and bar finds that one-fifth of Americans int imately 46 one thousand thousand are still smoking (The electric Cigarette, 2010). Tobacco use is responsible for to the highest degree 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 hit three basic components a battery, an atomized and a mouthpiece cartridge. E-cigarettes deliver nicotine without the harmful toxins tack together in tobacco smoke that creates the same hand-to-mouth follow up. Instead of brightness up, an electric cigarette has a cartridge that resembles a filter that heats nicotine into a vapor. An take light glows at the tip during the inhale, simulating the refulgence tip of a regular cigarette.It is a safer alternative to smoking, and reduces secondhand smoke video since they do not produce smoke. E-cigarettes are sum, e-cigarettes are a smarter smoking solution. E-cigarette users are vamping rather than smoking. The sale of e-cigarettes is a quoin 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 cardinal 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 smokeless alternatives. Increased accessibility and universality will help the industry continue to grow. The Smart Option e-cigarette tastes like a actual 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 light-emitting diode and the option of purchasing higher subject batteries but expressed frustration over their inability to use e-cigarettes interchangeably.Smart Options answer is a universal battery-operated rechargeable atomized cartridge and charger. Smarts compatible rechargeable cartridges and chargers will offer mixed charging options such as car chargers. Consumers have found problems with the taste and reliability in their search for the preferred 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 currently exists to allow to e-cigarette users who want that versatility. There are several(predicate) sizes of batteries in varying brands of e-cigarettes. The convenience and eye blink gratification of purchasing the Smart O ption e-cigarette and/or purchasing the Smarts compatible rechargeable cartridges and charger is effective to drive crop 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 set upon of purchasing several devices in search of the desired taste and nicotine strength. Getting buy-in from the unbelieving consumer will be a dispute to overcome since a weakness from competitors is weaker battery performances.The widespread smoking prohibition, not to reference point the increase in taxes, and growing complaisant stigma of conventional cigarette smoke creates opportunities for the e-cigarette market. Convenience stores have seen a lessening in retail sales, resulting in decline profit margins from selling conventional cigarettes. foreign conventi onal cigarettes, tobacco taxes do not exist because there is not tobacco in the product, making it an affordable alternative for consumers. Electric cigarettes offer convenience stores scorn taxes and much higher profit margins.Imposing supernumerary cigarette-specific taxes on the sale of e-cigarette products would be a threat as it would lessen the return 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 observe as positive and satisfying. The aim is to fix the product and service as more than an e-cigarette this push will come in the form of heavy promotional spending.New technologically- understand vending machines will be Smart Options way to sell the product, making it a standout brand. Each vending machine will have an online hub with up -to-date e- cigarette Smart Option brand information as an example of such marketing. APS accessible from smart mobile phones will support consumers inquire to get the latest reduce information, including GAPS ability to provide nearest locations. The Smart Option e-cigarette brand has a reliable website with an easy-to-use fare for online transactions by credit or debit.This will provide the trounce 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 quoin 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.