Nirdosh Herbal Cigarettes Case Study
Vassar was unsure of he way he wanted to market Unloosed.
The dilemma he faced was whether to market Unloosed as a heath remedy (for cure of cold, cough. Asthma, etc) or as a device to help tobacco smokers to quit smoking. Both these options had a very distinct market segment which needed to be targeted. Additionally, Mr.. Vassar had some product development issues which he needed to sort out before he could start marketing the product.
These included automation and procurement of machinery for rolling of the cigarettes. Situational Analysis and Marketing Mix STEP analysis:
Segmentation: The market for Unloosed can be segmented on the basis of prior smoking habits of an individual. The current sales trends of Nerdish indicate that majority of consumers of Nerdish are the people who are tobacco cigarette/bid users. There is huge opportunity in this segment as the number of tobacco smokers (cigarette and bid) is approximated to be around Mann. Wealthy cigarette smokers will serve as a great potential segment for marketing Nerdish.
Mr. Vassar also has an option to market this product as a health remedy product. But this market segment Is not particularly well defined.
Moreover, being a smoking device many doctors/patients may not adhere to this idea. Targeting: The target segment for promoting Nerdish should be wealthy cigarette smokers. This segment is generally aware of the health detriments caused by tobacco smoking.
By targeting this segment we can leverage the inherent benefit of Nerdish I. E. Helping smokers quit smoking. Positioning: The brand of Nerdish needs to be projected as a boon for health of tobacco smokers. The premium segment buyer needs to perceive this reduce as to be developed for them.
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For this the marketing of Nerdish needs to emphasis on the health benefits of the herbs.
4 p Analysis Product: Unloosed is an Innovative product which has several advantages over a normal cigarette or smoking device. This product Is completely herbal made by rolling a mixture of 14 herbs in a tend leaf. These herbs are proven to be very effective in treatment of minor illnesses like cough, cold, etc. The product also helps consumers to quit the tobacco smoking habit apart from giving the mentioned health benefits.
Additionally, Nerdish has no adverse health effects and keeps the mind and body of the consumer in delighted state. The product is available in packs of 10 in a cigarette Dog packing.
Price: I en price Tort a pack AT Unlearns (II stocks) was RSI Although in case of bulk orders (over 400 packets) a different price point was used, 10 % free packets of the whole order were given. The price of Nerdish when compared with other leading cigarette brands (Wills, Goldfield, etc. ) is highly competitive. The prices when compared against the bid’s are on the higher side.
But, keeping in mind he positioning of the Nerdish cigarette as a brand which will be used by the consumers of higher income groups the price can be increased.
The increase in the prices can help the brand to extract more value from the consumers. Place: The Nerdish cigarette was initially distributed out of the main outlet in Metadata. For other cities the orders were sent out through APP. There was a provision of giving dealerships in various cities. The product through the dealers and distributors must be made available at all leading medicine shops (arrived) and also at cigarette shops.
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With the increase in demand the product can also be exported. Being an innovative and health beneficial product it is likely to attract many consumers in foreign countries too. Promotion: During the initial years the promotion of Nerdish was done by Mr.. Vassar via distribution of free samples to friends, family, well known doctors and vapidly. An endorsement by certain celebrities like Ashes Kumar was also arranged for.
As Nerdish had several health benefits and was endorsed by several important people, Nerdish also got free publicity in many newspapers and magazines.
Mr. Vassar also collaborated with several stop smoking voluntary organizations and attended several meetings and seminars with then which promoted Nerdish. Overall the promotion strategy can be streamlined to attract more consumers from the targeted segment of high income group consumers. Additionally, advertisements can be done at places like cancer hospitals explaining how smoking causes cancer and how a simple product like Nerdish will help then quit smoking. As of now there is no TV commercial for Nerdish but it can be introduced to target the niche segment targeted by Nerdish.
