In the second half of 1998, the American RJR Company's Pamiya smokeless cigarettes were trial-marketed in Atlanta, St. Louis, Phoenix and other cities in the United States. However, the sales volume was not satisfactory and the repurchase rate was very low. For most people, Pamiya smokeless cigarettes are a "new thing". It has a carbon tip and a few interesting beads on one end. The nicotine in the cigarette comes from this. The nicotine is covered with flame-resistant aluminum tissue paper. pack. This kind of cigarette is difficult to light, usually three or four times. The reason is that it does not burn like ordinary cigarettes and does not produce soot. There is no obvious difference in appearance between those who have smoked it and those who have not smoked it. The price is 25% higher than ordinary cigarettes. RJR Company invested more than 300 million US dollars in the production and promotion of this cigarette. It did not use the more successful image advertisements such as "Marlboro" cigarettes in the past, but used more complex print advertisements (when customers buy "Pamiya", they will also get Three pages of text instructions), and also adopted a buy one, get two free incentive method. Company marketers believe that most smokers will not adapt to Pamya at first, but will eventually adapt as the frequency and duration of use increase. The company uses "Cleaner's Smoke" as the theme advertising concept of Pamiya, promoting Pamiya as "the beginning of a new era of smoking enjoyment". However, the real interests of Pamya are not the individual smokers, but the environment and others. GangR Company's positioning of the target market for Pamiya cigarettes is extremely broad, including: (1) well-educated and elegant smokers over 25 years old; (2) people trying to quit smoking and looking for alternatives; (3) addicted to smoking Those who live a prosperous life; (5) Those who seek low tar content; (6) Elderly smokers. A reporter from the Wall Street Journal surveyed dozens of smokers at the Atlanta airport and found that most people disliked Permian cigarettes, including their taste and too many changes in the way they smoked. Someone only took a puff or two and threw it away. But the president of an advertising company said: "I don't like Pamya, but I will smoke it at home to get rid of my wife's nagging." A long-term office worker said: "Sometimes I feel tired. , but smoking is not allowed in the office. At this time, Pamya can help me solve the problem. "A person who is planning to board a long trip said: "Under normal circumstances, I would not choose it, but it is to kill time during a long trip. , I might smoke Pamiya.” The smokeless cigarette Pamiya encountered many obstacles when it was introduced to the market. Where should RJR go? Are there still customers for RJR's Premier brand cigarettes in smoke-free places? How do most smokers feel about buying a pack of cigarettes with a four-page instruction sheet? And this happened in 1988 Later in the year, RJR launched its new smokeless cigarette, Pamilla, in two other cities adjacent to St. Louis. RJR uses "Smoke of the Cleaner" as its advertising slogan for Pamiya cigarettes, which feature real-time market information: no smoke coming out of the outside, indicating that it contains less nicotine than 97% of cigarettes currently on the market, and There is a significant reduction in tar content. RJR's initial target market is elegant smokers over the age of 25, and in Arizona, it is particularly targeting older smokers because these people are trying to quit smoking or looking for other alternatives, and RJR's Pamela brand Cigarettes can satisfy people who are addicted to smoking. In order to attract the target market, RJR positioned the smokeless cigarette as a "technological breakthrough." The company used less impression-based advertising and more complex advertising, and called its innovative trademark "Pamya" because it represented "the beginning of a new era of smoking enjoyment that brought with it The underlying theme of "cleanliness beyond imagination" would be its entire character and, therefore, this product was considered a remarkable invention. However, the company's strategy is risky. On the one hand, the company sets the price of Pamiya much higher than ordinary cigarettes; on the other hand, by targeting the elderly and educated smokers, the company risks damaging its own position in the low-tar cigarette market. Brand risk. Some people even think that smokeless cigarettes are hostile to smokers.

Just as reducing caffeine in coffee has helped accelerate the decline in coffee consumption, Pamella may accelerate the decline in the number of smokers (which is currently declining at a rate of 2% per year). Obviously, the marketing strategy of Pamiya cigarettes is very different from other new products. Because the company felt that Pamiya needed a lot of explanation, its text ads were very complex. At the same time, the high cost of the product allows it to have a high price point - 25% higher than ordinary brands of cigarettes - and the target market is positioned at relatively affluent consumers. At the same time, RJR Company positions its products for "cleaners" rather than "healthy people". Because of the above issues, some have raised questions about whether RJR's strategy can work effectively. For example, cigarette advertisements usually try their best to introduce a touching picture and a simple theme, because too many facts may only deepen the negative impression of addicted smokers. One advertising manager believed that "cigarettes are a very humane product that is purchased based on brand image" and believed that RJR's approach would only leave consumers with the impression of "is it a terrible product?" According to RJR surveys, consumers generally give Permian cigarettes high scores in taste tests, though that's only roughly compared to one of the company's low-tar brands, Winston Lights. To conduct an independent test of consumer reaction to Pamela cigarettes, approximately 24 additional smokers were surveyed at Hasfield International Airlines in Atlanta. The survey reveals what some smokers think about cigarettes and points to some of the marketing problems RJR faces. Some smokers mentioned in the survey that they do not like Pamiya because they are not used to its taste. They may use Pamiya as the second brand to buy in places where smoking is not allowed. Additionally, some people like to use it as a step toward quitting smoking. In short, nearly twice as many people criticized Pamiya as praised it. RJR officials were touched by this conclusion and explained that of the more than 2,000 test takers who participated in the Pamiya test, many did take time to get used to it, but once those who were initially skeptical about it got used to it , they'll love it. Therefore, RJR needs to get smokers to try more Permian cigarettes. To expand its trial in its most important markets, the company has adopted a buy-two-get-two-free approach, where at some retailers you can get four packs at once. The company believes that by reducing the tar content, it can reduce customers' resistance to Pamiya and create a favorable impression of Pamiya over a long period of use. The question is how many people can last long? An investigation by the airline found that one smoker took two puffs and then threw it away because he thought the taste was too overwhelming. The complexity of Pamiya's usage became an obvious issue in the airline's investigation. Almost all smokers have trouble lighting a cigarette, and in most cases it takes two or three times to light up. The charcoal tip heats air passing through the cigarette rather than igniting the tobacco, which also causes the non-filtered portion of the cigarette to heat up, causing discomfort to the smoker. However, some smokers who are unenthusiastic about Pamya say they go to great lengths to avoid offending other smokers. The president of an Atlanta billboard production company said he hated the smell of Pamela, but declared: "I smoke it to get rid of the chatter I face at home, but when I'm outdoors, I smoke it with octane." Something to replace it with." One auditorium manager had some positive comments about Pamya because he was one of the few smokers at work who had to put out when others came into his office. His cigarette, however, since Pamya doesn't emit smoke, "so I can keep smoking without feeling embarrassed." RJR needs to push Pamiya to success. It has been manufacturing cigarettes since 1981 and is estimated to have invested hundreds of millions of dollars in cigarette manufacturing so far. RJR's share of the U.S. cigarette market has dropped to 34% in recent years, compared with 39% for its main competitor Philip Morris. RJR hopes the smokeless cigarettes will attract customers and deter cigarette smoking. Decline in the company's market share.