Question

JULL (TOBACCO COMPANY) Marketing Plan Report

THE MARKETING MIX

Keeping in mind the target market and strategy you are recommending, how do you recommend deploying the 4 P’s (Product, Price, Promotion and Place/Distribution) to achieve the objective(s) you identified?

To obtain maximum points you will want to begin the paragraph by stating: “The marketing mix recommended for JUUL       is indicated in these four elements.” You will then continue the paragraph or section by indicating your plans for each element of the marketing mix.

POINTS WILL BE DEDUCTED IF YOU DO NOT BEGIN THIS SECTION AS ADVISED HERE:
  
Use the header “Marketing Mix” with SUB HEADERS for these elements of the marketing mix.

a.)   Product
b.)   Price
c.)   Place/distribution and
d.)   Promotion

Answer 1

The marketing mix recommended for JUUL is indicated in these four elements.”

a.)   Product: JUUL is continually innovating and adding new lines of products such as vapors, e-cigarettes. Such Products are much more safer than cigarettes and contain low amounts of nicotine. At the same time products need to be packaged to make them less appealing to the under-age audience and focus on youth. With ever-increasing regulations - JUUL needs to be mindful about posititioning its products to 18+ adults only
b.)   Price: Considering their target market to be of existing adults, JUUL products can charge a premium price. Usually, regular smokers and sometimes addicts are the buyers of their products - hence, price will not be a concern for them. A 10% year or year increase is advisable for their products
c.)   Place/distribution: For distribution, JUULs can tie up with retail shops, small corner shops, corporate office area shops to distribute their products. It needs to have a network of regulated and licensed distributors to sell its products
d.)   Promotion: For promoting its products JUUL's most suitable channels for promotion could be social media, digital campaigns, shows, cause marketing. JUUL needs to have a well defined social media marketing strategy where it could partner with popular handles such as facebook. twitter, Instagram. However, it needs to keep in mind the their promotions should be strictly for existing adult smokers and no under age smoker should be targetted or attempted to get attracted to their ads.Cause marketing is another growing technique being used for promotion by various brands. JUULs could participate and organise campaigns to discourage smoking for under 18 adults. This will also help them build the right brand image