Marketing Agency Briefing Document: Pall Mall Launch in KSA Market

This marketing agency briefing document outlines the launch strategy for Pall Mall cigarettes, targeting Arab smokers with a mid-priced, premium product. It reflects on the marketing manager's skills in decision-making related to new product launches, restructuring, diversification, and mergers. The strategy focuses on leveraging consumer companions and retail advocates to drive awareness, consideration, and trial. Key learnings from the previous Pall Mall launch in KSA are incorporated, emphasizing product quality, appeal, and availability. The document highlights Pall Mall's advantages over L&M and evaluates the launch's potential success based on target sales volumes and brand health indicators. Diversification and mergers are suggested as strategies to enhance sales and financial performance. The conclusion highlights the importance of providing high-quality products at competitive prices to attract customers and improve brand success.

MARKETING AGENCY BRIEFING DOCUMENT
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Table of Contents
1. Introduction............................................................................................................................3
2. Core Target consumer and their influences............................................................................3
3. Leveraging consumer companions/retail advocates driving awareness, consideration and
trial.............................................................................................................................................3
4. Learning from the last launch of Pall Mall in KSA...............................................................4
5. Reasons due to which Pall Mall is better than L&M.............................................................4
6. Evaluating the success of the launch......................................................................................4
7. Volumes and Brand Health Indications that need to be incorporated into the launch plan...4
8. Conclusion..............................................................................................................................5
Reference List............................................................................................................................6
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1. Introduction
The use of effective marketing techniques for launching new products and services require
proper use of decision-making skills and evaluation of own skills. I, Walid Saafan, a
marketing manager with over 10 years of experience, need to evaluate personal skills to bring
awareness regarding own strengths and weaknesses. This study has been conducted in order
to reflect on my own skills in regards to decision-making for new product launches, re-
structuring, diversification and mergers. These reflections can also provide insights into the
success of a product or brand launch and personal outlook on ideas that need to be
incorporated within launch plans.
2. Core Target consumer and their influences
The Pall Mall brand was launched based on target consumers which included Arab smokers
that used mid-priced premium quality products. Based on my perceptions, providing high-
quality Pall Mall cigarettes at low prices could help to attract more customers. The influences
of this perception are as follows:
New product launch and Customer Influence
My decisions and perceptions regarding the launch of Pall Mall Cigarettes at low prices by
the British American Tobacco were influenced by common experiences with marketing
management. As stated by Solomon et al. (2017), consumer buying behaviours are affected
positively by selling premium quality products at low prices. This process can be utilised in
order to attract more Arab smokers to buy Pall Mall products, thus increasing sales and
profits. Moreover, this process can also lead to increased customer satisfaction and
advantages for the organisation. As per Kasiri et al. (2017), high customer satisfaction can
lead to increased brand loyalty. A significant increase in brand loyalty can lead to long term
sales and profits of British American Tobacco.
3. Leveraging consumer companions/retail advocates driving awareness, consideration
and trial
Based on my knowledge and experiences in strategic operational management and customer
relations, increasing customer loyalty of Arab smokers can help to improve brand visibility.
As opined by Popp and Woratschek (2017), high brand loyalty can lead to the positive
utilisation of word of mouth propagation, thus improving awareness and consideration among
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consumer companions. This process can significantly contribute to the trial of cigarettes
developed by Pall Mall and sold by the British American Tobacco brand.
4. Learning from the last launch of Pall Mall in KSA
The product values launched in 2007 were stated as 500mn. The quality of products, overall
appeal and product availability were significantly increased.
Re-structuring
The development of large product volumes indicates the use of a restructuring process.
According to Koh et al. (2015), re-structuring the brand operations contributed to better
development, service provisions and improved sales. Therefore, it can be inferred that the last
launch of Pall Mall contributed to effective learning on improving finances and service
provision.
5. Reasons due to which Pall Mall is better than L&M
The L&M brand provides cigarettes at mid-price ranges. Therefore, the launch of Pall Mall
contributes to better access to premium quality products at lower prices. The Pall Mall
products have Bevelled Edge which contributes to superior product quality than that of L&M.
6. Evaluating the success of the launch
Based on the data presented, the Pall Mall experienced a target sale of 150mn volumes of
products in 2016. Around 8% of local Arabs bought brand shares and the products were
easily available. The target sales experienced an increase to 500mn volumes in 2017 which
indicates high success. Moreover, 10% of the Arab population bought shares, which indicates
increased sales and profits of the brand.
7. Volumes and Brand Health Indications that need to be incorporated into the launch
plan
The volumes and brand health indications that need to be incorporated are as follows:
Diversification: The provision of diverse cigarette types can lead to increased sales for Pall
Mall. As per Mayer et al. (2015), diversification of products can help to attract more
customers thus improving sale processes.
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Mergers: The proper use of mergers can lead to financial gains for the brand (Schmidt,
2015). The use of mergers can help to develop changes within costing methods, thus
improving sales and profits.
8. Conclusion
Based on the above study, it can be concluded that the Pall Mall brand was highly successful
in attracting a large number of local Arab smokers. Based on the new product launch I
learned that providing high-quality products at low prices can help to improve customer
attraction. The brand experienced high target sales and increased profits in the year 2017. The
availability of high-quality services at low prices contributed to better brand success than that
of L&M. The provision of diverse products can lead to better customer attraction whereas the
proper use of mergers can help to regulate finances.
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Reference List
Kasiri, L.A., Cheng, K.T.G., Sambasivan, M. and Sidin, S.M., 2017. Integration of
standardization and customization: Impact on service quality, customer satisfaction, and
loyalty. Journal of Retailing and Consumer Services, 35, pp.91-97.
Koh, S., Durand, R.B., Dai, L. and Chang, M., 2015. Financial distress: Lifecycle and
corporate restructuring. Journal of Corporate Finance, 33, pp.19-33.
Mayer, M.C., Stadler, C. and Hautz, J., 2015. The relationship between product and
international diversification: The role of experience. Strategic Management Journal, 36(10),
pp.1458-1468.
Popp, B. and Woratschek, H., 2017. Consumer–brand identification revisited: An integrative
framework of brand identification, customer satisfaction, and price image and their role for
brand loyalty and word of mouth. Journal of Brand Management, 24(3), pp.250-270.
Schmidt, B., 2015. Costs and benefits of friendly boards during mergers and acquisitions.
Journal of Financial Economics, 117(2), pp.424-447.
Solomon, M.R., White, K., Dahl, D.W., Zaichkowsky, J.L. and Polegato, R., 2017. Consumer
behavior: Buying, having, and being. Boston, MA, USA:: Pearson.
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