[국제마케팅] Dipping Tobacco -씹는담배 SKOAL 마케팅전략(영문)
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- 2011.03.09 / 2019.12.24
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<Contents>
1. Tobacco Industry
2. Dipping Tobacco and Skoal
3. Big 3s in the Dip Market
4. Korean Tobacco Market Analysis
5. Skoal’s STP Strategy
6. Characteristic of Our Product
7. Promotions
- 본문내용
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2) Copenhagen and U.S Smokeless Tobacco Company
Copenhagen can be seemed as potential competitor though it is also produced by the U.S Smokeless Tobacco Company since there is probability of market cannibalization according to the reviewers. The original version, Copenhagen Snuff dates back to 1882 which makes it the oldest brand in the industry. It is a finely ground tobacco in three traditional textures: Fine Cut, Long Cut, and pouches. Copenhagen tobacco is packaged in a 1.2 oz fiberboards can. All cans sold outside of the United States are black plastic cans. The other brand "Cope" is a newer version of product, seeking to deliver a more mellow taste to users. "Cope" is packaged in a plastic can with the customary metal lid. Copenhagen contains 2.31-2.67 milligrams of unprotonated nicotine per gram, depending on the cut.
3) Grizzly and American Snuff Company
Grizzly is commonly known as "Grizz". Grizzly is the alternative to the premium brand Kodiak, by the same manufacturer. Grizzly Snuff is extremely fine cut or milled cut and extremely moist tobacco. Conwood has dedicated themselves to creating and producing the world's finest snuff. Grizzly chew was created by passion and tradition, offering premium tastes and long lasting flavor. The dark fire tobacco blend comes from Clarksville Tennessee, Mayfield Kentucky, as well as tobacco farms that go back for generations.
Grizzly, the most powerful countervailing competitor of Skoal is manufactured by American Snuff Company. The American Snuff Company, formerly Conwood LLC, was founded around 1900, but had been operating shortly after the Revolutionary war as a small snuff mill. From 1986 to 2006, Conwood was owned by the Pritzker family of Chicago. When Reynolds American acquired Conwood, Reynolds subsidiary Lane Limited was merged into Conwood. The name American Snuff Company was assumed in 2010.
The American Snuff Company makes the Hawken Wintergreen Tobacco, Grizzly, and Kodiak brands of moist tobacco and is the second largest manufacturer of smokeless tobacco products in the US, which makes it a countervailing competitor of Skoal and U.S Smokeless Tobacco Company. As mentioned in the previous reviews, they have slightly low pricing strategy compared to the market leader.
4. Korean Tobacco Market Analysis
1) Changes in Korean tobacco market
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