Re-launching plan for a Lebanese cigarette brand "Cedars"

Abstract

With the beginning of the new millennium and after witnessing the globalization era, we cannot but continuously look and identify opportunities to ensure product continuation. The market is becoming more and more competitive especially that consumers are becoming more knowledgeable about what they purchase and what they consume. Moreover, with all the economic challenges Lebanon is facing, the consumers are becoming demanding regarding each and every product in the market. The purchasing decision for many consumers is not based on the brand name anymore but rather its affordability. the amount of goods the consumer is going to get in exchange for the same value of money is now thratening the concept of brand loyalty. This phenomenon is especially true in the Fast Moving Consumer Goods (FMCG) industry as the quantity to be consumed is becoming a real issue for consumers. This has benefited the "Made in Lebanon" products due to their cheaper prices relative to the foreign brands. All the local industries are currently tackling this matter to establish a solid ground for the loyalty of the Lebanese brands. Moreover, multinational companies that have common interests in the country are aiding the industries in that respect especially when they need to gain public trust. This is the case of the Tobacco companies that are working closely with the government to enhance the agricultural sector; mainly the growing Tobacco sector. Managing the CEDARS brand in the Lebanese market for quite somtime, the Regie Libanaise du Tabbac et Tombac (RLTT) could benefit from this brand when it starts performing well in the market. However, for the reaction to take place, you need the required effective action,. So, in order for this brand to gain a decent market share and generate more profits, the RLTT should effectively support it. This study will show how to re-launch Cedars in the Lebanese market knowing that the brand is already established and perceived as the low quality cheap brand without any clear image identification.