reposition the brand for the market
When repositioned Marlboro from a woman into the cigarette smoking man, terjadila change brand insight. As a female cigarette, these brands did not have a macho image as it is now. However, consumer insight as a result of the current research shows, the men of smokers want to have a macho image. And it has not been properly fulfilled by other existing brands. Therefore, when converted to the brand Marlboro man, the work done is hitting the sweet spot of consumer desire in the brain.
After decades of marketing communications using advertising a cowboy, it becomes brand new insights that grew stronger. As a result, even if the actual Marlboro Country was not there, it was hit right at the sweet spot with consumers. Remarkably, the uterus it strengthened year after year because it is believed that by so doing, wedge between consumer insight and brand insight will be stronger.
In the case of Dunhill League, I personally find it hard to find the relevance between the behavior of spectators and fans of football Indonesia with the intended market segment cigarette brand white. Moreover, the brutality of the audience who happens everywhere cause a negative image of their behavior. Though Dunhill circulating in Indonesia is now the most famous is the Dunhill â € œhijauâ €? and especially popular with girls. How can audience behavior is relevant to the image of Indonesia League games? Meanwhile, the slogan Come on, you can, I think is the hard work of communication scholars who try to find a slogan to express optimism, persistence, and consistency in the struggle.
Unfortunately, this excellent work hard to be a sweet spot in consumers’ minds because it is too far from that now Dunhill brand insight. And I also doubt whether it is a consumer insight of a white smoker in Indonesia today. If yet Dunhill want to use the League of Indonesia to reach new target markets, namely football fans are mostly male, his efforts should not stop there.