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Marketing Plan - Stellar Cigarettes

ICFAI BUSINESS SCHOOL, KOLKATA

MARKETING PLAN FOR STELLAR

THE ONLY INDIAN LOW NICOTINE CIGARETTE

SUBMITTED TO PROF. RAHUL GUPTA

GROUP MEMBERS:
SHIV CHARAN SASTRY (08BS0002843)
SAURABH MURGAI (08BS0003012)
SAMEER SRIVASTAVA (08BS0002908)
SHREYANS JAIN (08BS0003182)
SHUBHREET PARMAR (08BS0003209)
SHANTANU SHEKHAR (08BS0003078)
TANVI SONI (08BS000
KUSH MEHENSARIA (08BS0004128) 
EXECUTIVE SUMMARY

The Indian Cigarettes & Tobacco Products market is a huge opportunity for any company that wishes to gain a foothold in this industry. The industry is dominated by a few major players, namely ITC Ltd., Godfrey Phillips India Ltd., Vazir Sultan Tobacco Ltd., and Golden Tobacco Company Ltd. Together these companies hold almost 97% of the whole Cigarettes market in India.
Godfrey Phillips India Ltd came up with a new innovative product – Stellar, a Slim Low Nicotine Cigarette to ensure it survives in the stiff competition and harsh changing marketing environment. These Cigarettes targeted the young, health conscious consumers who wanted to be more responsible in their habits and lifestyle. With no other product to compete in this category, GPI Ltd is the sole player in the Indian Low Nicotine Cigarettes market.
The marketing of this new product proved to be even more of a herculean task for the company as it noticed that it is very hard to influence Brand Loyal consumers. So the company, which initially thought that the product will sell on its own, decided to come up with a comprehensive marketing plan to improve sales of Stellar and gain more market share and penetration. The plan includes the industry and category analysis, product profile, strategy for market penetration, with details and rationale.
This objective of this document is to develop a comprehensive marketing plan, taking into consideration the overall picture of the industry and the company. The strategy suggested is of Market Penetration, wherein supporting marketing tools will be...