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Rj Reynolds

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Submitted By jlm142
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Why was this product distribution implemented?
The product was implemented in hopes to raise RJ Reynolds stock price during a period of time after many adult smokers were either quitting or switching to a cheaper alternative brand
Why did the product end up failing?
Empty hopes; although the hopes of the product was expected to raise RJ Reynolds stock price, the Premier Cigarette had a number of flaws working against it. To start the product had an artificial taste, bad aftertaste, a strange aroma and the CEO stated that it “tasted like shit.”
Many smokers did not want to be bothered with the instruction manual included in the pack of Premier Cigarettes, they missed the visual cues of a normal cigarette (the smoke while the cigarette is lit, and the exhaling of the smoke).
Brand Equity?
Overall, RJ Reynolds is a strong brand with cigarette brands such as Camel and Marlboro. The firm has a strong identity, integrity and resonance.

• The Strategic Response section of the presentation must describe how the firm implemented the decision that led to failure or success. What did the firm do? How did they do it? o Trial run of cigarette in 3 cities, overwhelming negative response
• What were the key actions taken with the marketing mix to attempt to gain competitive advantage? o They were the first into the market, they had to position the product to not take away from their already loyal customer base (without committing cannibalism).

• In this section, I would like you to conduct a brand equity audit? o Identity o Integrity o Resonance
• Were they successful in building or improving, brand identity, brand integrity and brand resonance? o NO, in fact they hurt their overall brand equity by taking Premier to the market.
• Did their success or failure hinge on their performance in any of these areas? o No, it didn’t affect the way consumers

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