Eclipse Report

THEORETICAL FRAMEWORK

1. Segment Marketing – Isolating broad segments that make up a market and adapting the marketing to match the needs of one or more of the segments.
2. Target Market – a set of buyers sharing common needs or characteristics that the company decides to serve.
3. Product Position – the way the product is defined by consumers on important attributes - the place the product occupies in consumers’ minds relative to competing products.

PROBLEM STATEMENT

How to develop RJR company’s marketing strategy in terms of segmentation, targeting and positioning in order to gain market share for Eclipse?

LIMITATIONS OF THE STUDY

· Timeline considered is before Japan Tobacco acquired RJR’s international operations

PREMIER vs ECLIPSE

COMPARISON
PREMIER ECLIPSE
Developments – smokers felt like outcasts; 2nd hand smoke became a bigger issue; more places banned smoking
Target market ...