Davidoff Cigarettes

1. Davidoff Cigarettes
Submitted By:
Anurag Dua D-10
Arijoy Kumar D-11
Bharat Bhatia D-12
Ch. Gokul Kumar D-16
Nitin Pradhan D-25
Faiyaz Alam D-53
Shefali Saxena D-56

2. * ZINO DAVIDOFF INTRODUCED THE DAVIDOFF CIGARETTES
BRAND IN 1967.
* DAVIDOFF IS A POPULAR SWISS BRAND OF LUXURY
PRODUCTS, MOST WELL KNOWN FOR ITS HIGH -END
TOBACCO PRODUCTS, INCLUDING CIGARS, CIGARETTES AND
PIPE TOBACCOS.
* DAVIDOFF IS A GLOBAL BRAND WITH ITS PRESENCE ALL
OVER THE GLOBE. THE GROWTH RATE OF DAVIDOFF DURING
2004-05 WAS 15% SHOWING ITS GLOBAL LEADERSHIP AMONG
PREMIER TOBACCO BRANDS.
Davidoff

3. What Is A Cigarette ???
Before one goes out to buy cigarettes, one should know what a
cigarettes is. A cigaretteis a tobacco product that is made of
cured and thinly cut dried tobacco leaves. This tobacco is rolled or
stuffed into a paper cylinder. The cylinder that is commonly used is
10m"m in diameter and less than 120m"m long. The cigarette is lit at
one of its ends and allowed to burn for the sake of inhaling its
smoke from what is usually its filtered side, which is placed
between the lips. The term, cigarette, is primarily used to refer to
a tobacco filled cigarette.All products made of tobacco have been
proven to shorten peopleslife spans.
The difference between a cigarette and a cigar is that the
cigarettes is smaller in size, it is made of processed tobacco leafs,
and its wrapped in paper. On the other hand cigars are generally
composed of whole tobacco leafs. Cigarettes were brought into the
English speaking world during the Crimean War, when British
soldiers began imitating the Turkish soldiers, who used to roll their
tobacco with newspaper.

4. * CLASSIC
* MILD
* LIGHT/GOLD
* MENTHOL
* MAGNUM
Product Lines of Davidoff
Cigarettes:

5. Davidoff Classic
Cigarettes
Price: $ 18.90
Davidoff Lights
Cigarettes
Price: $ 18.90
Davidoff Slim
Classic 100s
Cigarettes
Price: $ 18.90
Davidoff Slim Lights
100s Cigarettes
Price: $ 18.90
Davidoff Supreme
Cigarettes
Price: $ 18.45
Davidoff Ultra
Cigarettes
Price: $ 18.90
Davidoff Magnum
Cigarettes
Price: $ 30.40

6. FOCUS AREA
BRANDING
POSITIONING
ATTRIBUTES
DISTRIBUTION

7. OBJECTIVE OF THE STUDY
IMAGE AND POSITIONING OF THE BRAND
IN THE MIND OF CONSUMER
LIKEABE AND DISLIKABLE ATTRIBUTES OF
THE BRAND
BRAND RECALL AND REGULAR
COSUMERS
COMPETITORS AND CLOSE
SUBSTITUTES( OTHER BRANDS)

8. RESEARCH METHODOLOGY
AREA –NOIDA AND DELHI
METHOD –RANDOM SAMPLING
SAMPLE SIZE –50
TARGET AUDIENCE
AGE -20 –30 YRS
BACKGROUND -STUDENT, BPO/IT,
BUSINESSMAN
CHARACTERISTICS -REGULAR
SMOKERS
GENDER PROPORTION –90:10 (M:F)
SURVEY CONDUCTED THROUGH MAILS AND
FACE TO FACE INTERVIEWS.
CLOSE ENDED QUESTIONNAIRE.

9. Questionnaire:
1.Have you heard of Davidoff Cigarettes: Yes/No
2.If Yes, do you smoke it: Yes/No
3.If No, what other brand you prefer:
a)Wills
b)Gold Flake
c)Marlboro
d)Classic
4.Which sector do you belong:
a)Student
b)IT/BPO
c)Businessmen
d)Others
5.Why do you prefer Davidoff:
a)Affordable price
b)Good quality
c)Status symbol
d)Brand loyalty

10. Questionnaire contd:
6.Why don’t you prefer Davidoff:
a)High prices
b)Low quality
c)Non-availability
d)No attachment
7.Your preference in Davidoff:
a)Classic
b)Light
c)Mild
d)Flavoured
8.Why do you smoke:
a)Style statement
b)Liking
c)Habit
d)Stress buster

11. Questionnaire contd:
9.How many cigarettes do you smoke daily:
a)0-5
b)5-10
c)More than 10
10.Rate Davidoff cigarettes on the scale of 1 to 10 : _______

12. 1. HAVE YOU HEARD OF DAVIDOFF
CIGARETTES:
A) YES -70%
B) NO-30%
2. IF YES, DO YOU SMOKE:
A) YES-55%
B) NO-45%
Analysis of Survey:

13. 3. IF NO, WHAT OTHER BRANDS YOU PREFER:
A) WILLS 30%
B) GOLD FLAKE 25%
C) MARLBORO 10%
D) CLASSIC 35%
4. WHICH SECTOR DO YOU BELONG:
A) STUDENT 50%
B) IT/BPO 20%
C) BUSINESSMEN 20%
D) OTHERS 10%
Analysis of Survey:

14. 5. WHY DO YOU PREFER DAVIDOFF:
A) AFFORDABLE PRICE 8%
B) GOOD QUALITY 53%
C) STATUS SYMBOL 25%
D) BRAND LOYALTY 14%
6. YOUR PREFERENCE IN DAVIDOFF
CIGARETTES:
A) CLASSIC 23%
B) LIGHT 57%
C) MILD 12%
D) FLAVOURED 8%
Analysis of Survey:

15. 7. WHY DON’T YOU PREFER DAVIDOFF:
A) HIGH PRICES 35%
B) LOW QUALITY 40%
C) NON-AVAILABILITY2%
D) NO ATTACHMENT 33%
8. WHY DO YOU SMOKE:
A) STYLE STATEMENT17%
B) LIKING 27%
C) HABIT 30%
D) STRESS BUSTER 24%
Analysis of Survey:

16. 9. HOW MANY CIGARETTES DO YOU SMOKE
DAILY:
A) 0 –5 37%
B) 5 –10 47%
C) MORE THAN 10 16%
10. RATE DAVIDOFF CIGARETTES ON THE
RATING OF 1TO 10: ___6.7___
Analysis of Survey:

17. Conclusion:
NOT A MASS BRAND IN INDIAN MARKET.
POSITIONING QUITE WELL FOR NICHE
SECTOR IN THE INDIAN MARKET.
ADVERTISING AND NETWORKING.
BRAND RECALL IS NOT THAT GOOD.
HIGH PRICE BRAND.

18. Recommendation:
PRICES ARE TOO HIGH -RS 80
Repricing is required
RECALL IS POOR
Advertisements and marketing intiatives
Distribution and Networking intiatives