FREE YOUR MIND.

SEEK… …. . .
AND YOU WILL FIND.
A PLACE WHERE SENSES RISE,
WHERE WHIMS ARE INDULGED.
AND WHERE THE REST OF THE WORLD
JUST HAS TO WAIT
UNTILL YOU ARE . . .
GOOD & READY!
 BENSON
HEDGES
Group Members:
Aimen Jamal Qidwai
Altamash Javed Lone
Hammad Masood
Hassan Haider Jafri
Naila Shaukat Ali
Salma Ayeshah Warraich
Syeda Masooma Rizvi
 Background
Benson & Hedges cigarettes were created
in 1873, for the then Prince of Wales. 
British American Tobacco acquired the
rights to the brand in a large number of
overseas markets in 1956. 
Today, British American Tobacco Group
companies sell Benson & Hedges in more
than 80 countries.
BAT’s Premium Brands
Lucky Strike
Dunhill
KOOL
Brand Management
Concept
Premium Priced Product

Prestigious

Gold
 B&H Background in Pakistan

Imported B&H was launched in Pakistan in 1996

Bench Mark Prices for International Brands.

Image Building

Highest Selling Premium Brand

Excise Changes in 2001

 Local Market Launch
2003
Background problem:

Biggest Competitor –
Smuggled B&H
Urdu Warning
Key success Factors for
Locally Manufactured
brand
Make Local manufacture of B&H
acceptable to consumers.

Grow the Segment.

Reduce Product Cost as opposed to

Imported Product.

Short Term Benefit

Long Term Benefit
 Brand Vision

What is the brand all about?

 BRAND ROLE
Benson & Hedges - to be the leading international entry brand
into the Premium segment for ASU30 consumers.

Target Consumer

Demographic
ASU30 Male Bias High Socio-Economic Groups (Education and Income)

Psychographics

The Benson & Hedges smokers are described as Responsible,

Optimistic, Confident, Ambitious Smokers (ROCAS).
• Responsible
• Optimistic
• Confident
• Ambitious
VALS 2 Status

Actualizer
Principle Action Abundant Resource

Fulfilled Achiever Experiencer

Believer Striver Maker

Struggler Minimal Resource

CONSUMER ATTITUDES
 Brand Essence
“Soul & Substance’

Key Consumer Benefit & Reason

Rational Benefit: The Substance

Rational Reason: ?

Emotional Benefit: The Soul

Emotional Reason: ?
Brand World
The Benson & Hedges brand world is a balance of Golden
Soul & Substance. A balance of International Prestige with
Substance & Emotional Warmth with Impassioned Spirit.

Brand Character
Benson & Hedges has a balanced character, so it is both
Human & Prestigious
In Touch & International
Relaxed & The Gold Standard
Imaginative & Authoritative
Optimistic & Stable

Desired Consumer Response :

“I like what Gold stands for and B&H is Truly

Gold.”
 Brand Muscles
SOUL & SUBSTANCE

• Gold Standard
• Pack
• Hallmark
• International Prestige
• Human Warmth
• Impassioned Spirit
• Generosity of Spirit
•Agony& ecstasy
•Cool & calm
•One & only
• Above & beyond
• Far & Away
• Free & easy
• Up & Down
• Out &About
• Wild & free
• Free & easy
• Pins & Needles
• Lost & Found
• Taste & flavor
• Time & Place
• Hopes & Dreams
•Romeo& Juliet
Positioning
 PREVIOUS BRAND
PERSONA
Elegant, High class, Prestigious
brand
Target Market: Up market, urban outgoing who seek and
international brand with an established name
of heritage and prestige
Brand Persona: Elegant, Conservative, Exclusive, Regal,
Someone with class,
Real high class male or female,
Older men/women with money,
The country club set, Bridge and luncheon,
Car: Rolls Royce / Cadillac
Beverage: Scotch, Brandy
 REPOSTIONED BRAND
PERSONA
Target Market: Responsible, Optimistic, Confident,
Ambitious, Smokers  ROCAS

Brand Persona: Intelligent, Independent, Generous,

Prestigious, Relaxed, Imaginative,
Authoritative, Optimistic, Stable
Youth who think for themselves, Rebellious,
The out going trendy crowd,
Dance Parties
Car: Sports Car, BMW
Beverage: Vodka, Gin
 Repositioning
Youth, Free , Independent, Energetic, ROCAS
 Brand IMAGE
Male
Generosity of Spirit
Emotional
Warm
Joyful & Human
Strength of Character
Responsible
Optimistic
Confident
Ambitious
Progressive, Evolutionary, Dynamic
Fusion: Social, open minded
Others:
Emotional, Fun loving, Energetic, Spontaneous, Witty,
Uplifting, Intelligent and individualistic
BRAND VALUE
PYRAMID
Unique Selling
Proposition
•FRESHNESS

STYLE
 Brand Extension

LAW OF SINGULARITY

1 BRAND = 1 PROMISE = 1
PRODUCT
Brand Communication

Advertisements
ATL
BTL

Sales Promotion
Trade Promo
Consumer Promo
 IMC
Brand Plan

Share Brand Amplifiers Own the

Knowledge Venues

Own the
People
SUBLIMINAL PERSUASION
B&H employees sublimation in the following
ADS
Hoardings
Event management
Retail merchandising
 EMOTIONAL AROUSAL

Motives are aroused by depicting various situations having a range

of emotions. Some of these are:

Anger
Agony
Ecstasy
Joy
Freedom
 Role of Brand Manager
Purpose Statement:
• Develop and ensure implementation of a brand marketing
strategy in line with brand portfolio objectives.
Principal Accountabilities:
• Develop and implement the brand plan to ensure that
brand objectives are achieved
• Commission research and rigorously analyse data to ensure
brand issues are understood and corrective action identified
• Recommend and manage all brand activity to ensure fit
with brand strategy and corporate guidelines
• Understand the impact of cost elements on brand
profitability and control brand support expenditure to
ensure brand profit objectives are achieved
• Develop and coach direct reports to ensure talented individuals feel
motivated and are able to progress
• Manage external agencies to ensure all brand activity is in line with
the requirements of the brief
• Employ innovation in products and processes in order to achieve
competitive advantage
• Work closely with Trade Marketing/End Markets and Operations to
ensure product and brand activities are correctly managed
throughout the supply chain
• Apply best practice in brand management to optimise efficiency and
effectiveness
• Ensure Social Accountability System of PTC is implemented in
accordance with Social Accountability Policy Manual, Procedures
Manual and the Forms Manual. Ensure awareness of the overall
Social Accountability Policy among the team members
 Role of Brand
Executive
Purpose Statement:
Assist in the development and implementation of a brand
marketing strategy in line with brand objectives.
Principal Accountabilities:
• Execute the activities stipulated in the brand plan to ensure
that brand objectives are achieved
• Rigorously analyse and report marketing research data to
ensure brand issues are understood and corrective action
identified
• Execute all brand activity in line with brand strategy and
corporate guidelines
• Monitor and report brand expenditure to ensure spend does
not exceed that authorised within the brand plan
• Monitor external agencies to ensure activities are to cost and to
agreed timescales
• Handle communication between Brand Marketing and
Trade Marketing/End Markets and Operations to ensure
the cycle plan is effectively executed
• Apply best practice in brand management to optimise
efficiency and effectiveness
• Ensure Social Accountability System of PTC is
implemented in accordance with Social Accountability
Policy Manual, Procedures Manual and the Forms Manual.
Ensure awareness of the overall Social Accountability
Policy among the team members
Competitor Analysis

•Smuggled B&H
•Marlboro
•555
•Gold Leaf
•PINE
 Perceptual Map
High Price Marlboro

B&H 555
Gold Leaf

Low Quality High Quality

PINE

Low Price
 Channel Intermediaries
Distributor
Network

DSL

WoodStreet
KBR

Landhi
N.Nazimabad Baldia
 Product

B&H Full Filter 20HL

B&H Full Filter 10HL

B&H Lights (Four months from Full Flavour Launch)

 Pricing
Consumer Price for B&H 20HL: Rs 50
Consumer Price for B&H 10HL: Rs 25

Price to
Distributor Wholesaler Retailer
Per M Per M Per M
Rs. Ps. Rs. Ps. Rs. Ps.
B&H
B&H 20HL 2180.00 2210.00 2210.00
Further Tax Guideline 2180.00 2270.00 2270.00
Outer Price 436.00 454.00 454.00
B&H 10HL 2180.00 2210.00 2210.00
Further Tax Guideline 2180.00 2270.00 2270.00
Outer Price 218.00 227.00 227.00
 Margins

Distributor Wholesaler Retailer Total

Per M Per M Per M Per M

Rs. Ps. Rs. Ps. Rs. Ps. Rs. Ps.

B&H

B&H 20HL 30.00 0.00 90.00 120.00

Further Tax Guideline

B&H 10HL 30.00 0.00 90.00 120.00

Further Tax Guideline
 Retail Price CED Sales tax Total Price Total Price F. Tax Price with F.
tax
rM Per M Per M Per M 3.0% For Retailer
Per M Per Pack Per Pack Per Pack Per PM Per Pack
Rs. Ps. Rs. Ps. Rs. Ps. Rs. Ps.
B&H
B&H 20HL 2000.00 1250.52 300.00 2300.00 46.00 60.00 47.20
Further Tax 40.00 6.00 46.00
Guideline

Outer Price 472.0

B&H 10HL 2000.00 1250.52 300.00 2300.00 23.00 60.00 23.60

Further Tax 20.00 3.00 23.00
Guideline

Outer Price 236.0

PACKAGING
20HL and 10HL
“Made in Pakistan” incorporated
PTC Logo incorporated.
Bar Code Incorporated
Underage Clause
Pricing on Pack
20s pack in Tiff Outers
10s pack in bundle wrap
Both in separate CBCs
PROMOTION
 HoReCa

Creating a Brand
Experience