Why do cigarettes smoke?

1998 in the second half of the year, Pamia smokeless cigarettes from RJR Company of the United States were tried in Atlanta, St. Louis, Feniks and other cities in the United States, but the sales volume was not satisfactory and the repurchase rate was very low. For most people, Pamia smokeless cigarette is a "new thing", which has a carbon head and several interesting beads at one end. Nicotine in cigarettes comes from this, and nicotine is wrapped in flame-retardant aluminum tissue paper. This kind of smoke is difficult, usually three or four times, because it does not burn like ordinary smoke and does not produce soot. There is no obvious difference in appearance between smoked and unwashed cigarettes, and the price is 25% higher than ordinary cigarettes. RJR invested more than 300 million dollars in the production and promotion of this kind of cigarette. Instead of using successful image advertisements such as Marlboro cigarettes in the past, it uses more complicated print advertisements (when customers buy Pamiya, they will get three pages of text at the same time), and also adopts the encouragement method of buying one and getting two free. The marketing staff of the company believe that most smokers will not adapt to Pamia at first, but with the increase of frequency and time, they will eventually adapt. The company regards "Smoke of Cleaners" as the theme advertising concept of Pamia, and promotes Pamia as "the beginning of a new era of smoking enjoyment". However, Pamia's real interests are not smokers, but the environment and others. Just R Company has a wide positioning of Pamirs cigarette target market, including: (1) educated and elegant smokers over 25 years old; (2) Those who try to quit smoking and seek substitutes; (3) Smoking addicts; (4) the rich; (5) seeking for low tar content; (6) elderly smokers. A reporter from the Wall Street Journal surveyed dozens of smokers at Atlanta Airport. Most people don't like Pamiya cigarettes, including its taste and too many changes in smoking methods. Someone just smoked a cigarette or two and threw it away. But the president of an advertising company said, "I don't like Pamia, but I will smoke at home to get rid of my wife's nagging." A staff member who has worked in the office for a long time said, "Sometimes I feel tired, but smoking is not allowed in the office. At this point, Pamia can help me solve the problem. " A man who was planning to board a plane for a long trip said, "Under normal circumstances, I wouldn't choose. But in order to kill time on a long trip, I might smoke Pamia. " Pamia, a smokeless cigarette, encountered many obstacles when it was put on the market. What should RJR do? RJR's brand-name cigarettes are in the non-smoking section. Any customers? How do most smokers feel about buying a pack of cigarettes with four pages? This happened in the second half of 1988, when RJR Company sold its new smokeless cigarettes-Pamia brand cigarettes in two other neighboring cities in St. Louis. RJR Company takes "Cleaner's Smoke" as the advertising slogan of Pamiya cigarettes, which is characterized by real-time market information: there is no smoke outside, indicating that there is 97% less nicotine and significantly lower tar content than the existing cigarettes on the market. RJR Company takes elegant smokers over the age of 25 as its initial target market, while in Arizona, it is particularly inclined to elderly smokers, because these people are trying to quit smoking or find other substitutes, and RJR Company's Pamia brand cigarettes can satisfy smokers. In order to attract the target market, RJR Company positioned this smokeless cigarette as a "technical breakthrough". The company uses less impression-oriented advertisements, but more complex advertisements, and names the innovative trademark "Pamia" because it represents "the beginning of a brand-new era of smoking enjoyment, bringing clean enjoyment beyond people's imagination". This basic theme will be all its characteristics. Therefore, this product is considered as an extraordinary invention. However, the company's strategy is risky. On the one hand, the company sets the price of Pamia much higher than that of ordinary cigarettes; On the other hand, because the target market is the elderly and educated smokers, the company risks damaging its brand in the low tar cigarette market. Some people even think that smokeless cigarettes are hostile to smokers. Just as reducing caffeine in coffee will help accelerate the decline of coffee consumption, Pamia may accelerate the decline of the number of smokers (currently 2% per year). Obviously, the marketing strategy of Pamiya cigarettes is very different from other new products. Because the company thinks Pamia needs a lot of explanations, its text advertisements are very complicated. At the same time, the high cost of this product makes it have a high price-25% higher than ordinary brands of cigarettes-and the target market is aimed at wealthier consumers. At the same time, RJR positions its products as "clean people" rather than "healthy people". Due to the above problems, some people question whether RJR's strategy can play an effective role. For example, cigarette advertisements usually try their best to present a touching picture and a simple theme, because too many facts may only deepen the negative impression of smokers. An advertising manager thinks that "cigarettes are very humanized products bought with brand image" and that RJR's method will only make consumers "is it a terrible product?" In my mind. According to the survey of RJR Company, consumers usually give Pamiya cigarettes high marks in taste tests, which is only roughly compared with Winston Leites, one of the company's low tar brands. In order to independently test consumers' reaction to Pamiya cigarettes, about 24 smokers were investigated at Hasfield International Airlines in Atlanta. The survey shows some smokers' views on cigarettes, and points out some marketing problems faced by RJR Company. Some smokers said in the survey that they don't like Pamiya because they are not used to its taste, and they may buy Pamiya as a second brand in places where smoking is not allowed. Besides, some people like it as a step to quit smoking. In short, there are almost twice as many people who criticize Pamia as those who praise it. RJR officials were moved by this conclusion and explained that among the more than 2,000 testers who took part in the Pamia test, many people really needed time to get used to it, but once those who were initially skeptical got used to it, they would like it. Therefore, RJR needs to make smokers try to smoke more Pamia cigarettes. In order to expand its trial range in the most important market, the company adopted the method of buying two and getting two free. In some retailers, it can buy four packs at a time. The company believes that customers' resistance to Pamia can be reduced by reducing tar content, and they will have a good impression on Pamia after long-term use. How many people can persist for a long time when the problem arises? In an airline survey, it was found that a smoker took two puffs and threw them away because he thought the smell was too difficult to adapt to. In airline surveys, the complexity of using Pamia has become an obvious problem. Almost all smokers have some difficulty in smoking, and in most cases, they have to order it two or three times. The charcoal tip heats the air through the cigarette instead of igniting the tobacco, which also heats the unfiltered part of the cigarette and brings discomfort to the smoker. However, some smokers who are not enthusiastic about Pamia said that they would try to avoid offending other smokers. The president of Atlanta billboard production company said that he hated the smell of Pamia, but declared: "I will smoke it to get rid of the nagging at home, but when I am outdoors, I will switch to something containing octane." An auditorium manager gave Pamia some positive comments because he was one of the few smokers at work. He had to put out his cigarette when others came into his office. However, because Pamia didn't smoke outside, "so I can continue smoking without embarrassment". RJR needs to push Pamela to success. Since 198 1, it is estimated that hundreds of millions of yuan have been invested in manufacturing cigarettes. In recent years, RJR's share in the American cigarette market has dropped to 34%, while its main competitor Philip Moliis's market share is 39%. RJR hopes that this smokeless cigarette can attract customers and prevent the company's market share from declining.