First, use a special refrigerator for sales. Many cigarette consumers in Korea know that "RAISON" did not distribute its products in all retail stores at the initial stage of listing. "RAISON" is for some store design products. So in the early days of listing, convenience stores in Seoul were mainly used for sales, partly because convenience stores sold more foreign cigarette brands.
What is very unique is that "RAISON" is not sold in the counter like other cigarettes, but uses its own special refrigerator to keep cigarettes in a refrigerated environment with the best temperature of 3℃-4℃ and the best humidity of 50%-60%. Therefore, South Korea first introduced the concept of special refrigerator for cigarettes.
Secondly, in the design, "RAISON" adopts blue, the favorite color of young people in their twenties in China, as the basic tone, and puts the cat as a symbol in the medal pattern, which has the meaning of "existence" and emphasizes the unique, young and elastic personality characteristics.
Third, symbol (pet) marketing. There are many successful cases in the world, but there are also many failed cases. Taking the cat as a symbol, it is emphasized that "RAISON" is more unique, softer and more lovely than other cigarettes.
"RAISON" has aroused people's curiosity about the significance of cigarette brands, and "RAISON" special refrigerator has also become people's talk after dinner. When buying "RAISON" cigarettes, most consumers like to take them out of the refrigerator, and retailers deliberately take them out of the refrigerator. This consumption experience has become a special psychological feeling of buying this kind of cigarette.
"RAISON" brand, which pays attention to uniqueness, has always adhered to this feature in brand management activities after listing. The advertisement of "RAISON" in retail stores does not use other advertising words, but uses folded "RAISON" cigarette cases to maintain its unique image, which is very different from other cigarette advertisements.
Recently, "RAISON" also launched the marketing strategy of "19+ 1". 19+ 1 means that only 1 cigarette in a box of 20 cigarettes is printed with the image of a cat and special words, such as "love, the beginning of bad habits", "1 is more emotional than 19" and "you!" Wait for something interesting. Considering that if each pack of "RAISON" cigarettes can see these contents, its interest will be reduced, KT&G only sets these special patterns and characters in 19% of "RAISON" output.
However, the production method of placing a special cigarette in a pack of cigarettes is not simple. Many existing cigarette packaging machines cannot package "19+ 1" products. The world's first set of "19+ 1" packaging production system was built on a specific production line in Korea, and a patent was applied for it.
This special business strategy was inspired by a remark that KT&G inadvertently made by a consumer-"All the same 20 cigarettes are meaningless". KT&G Company did not turn a deaf ear to what consumers occasionally said, but actually reflected it in its own production and operation, thus achieving certain success. In 2004, the market share of "RAISON" cigarettes in Korea reached 6%, an increase of 1% compared with 2003. It is reported that RAISON by KT&G is a unique writing with the theme of love. In the future, we will continue the unique brand management model with the theme of misunderstandings, parting, memories and other emotions that people often encounter in their daily lives.
Finally, P.S. cigarettes often appear as a proportional reference on Dalong, a famous Korean Gundam model website. As you can see, in Korea, TH smokes this kind of cigarette for Gundam ... Finally, I hope you will like the information I provided, hehe.