B & H Marketting Assignment

Topics: Brand, Tobacco, Brand management Pages: 23 (5549 words) Published: February 9, 2013

Benson & Hedges, a cigarette brand of British American Tobacco Bangladesh Ltd has been in the market since 2nd February 1972 and renowned as one of the key player in the category since its inception it has been able to grab consumer’s attention & also appreciated for its positioning.

With the course of time new players have entered into the market with innovative & strategic positioning which helps consumers to explore each cigarette brand from various aspects and also creates space for new need and demand from the category.

In this competitive arena, Benson & Hedges strongly approaching to position itself in a better way as well as to keep pace with the dynamic needs from the consumers.


Understand how a company approaches to consumers with its specific product

Limitations of the Study

Our target was to bring out the every single implemented idea for this presentation. This study aims to gain an in-depth understanding of a particular company approach to consumers with a specific product. But

– A single product can’t cover every angle of marketing strategy. – Only Benson & Hedges is considered here.
– As the study is a non-conclusive one and the perception of the whole universe cannot be inferred from this study.

2. Objectives of the study:

The objectives are to analyze the marketing strategies of an established brand Benson & Hedges of British American tobacco. The study will reveal the overall marketing strategies and marketing mix (5Ps) of Benson & Hedges. By the analysis of the brand, we will find the marketing strategies like- Segmentation, Targeting and Positioning, and Marketing mix which contains Product, Price, Place, Promotion, and Packaging.


This assigned presentation covers the basic theoretical ideas and its practical applications of building, measuring and maintaining a strong Brand: An in-depth analysis in terms of Benson & Hedges. BATB is taken as the Choir leader in this oil industry. Its product “Benson & Hedges” is presented here as the flagship brand of Cigarette market in Bangladesh which is a leading SBU of BATB (British American Tobacco Bangladesh).

Specific Objective:

We tried to find out the different branding tools those are used by BATB to support it’s Brand “Benson & Hedges”. The main purpose of making this report is to understand the use of critical brand elements and how to blend them in a meaningful way.

3. Company Profile:
Benson & Hedges was founded in 1873 by Richard Benson and William Hedges as Benson and Hedges Ltd. Alfred Paget Hedges succeeded his father in the business in 1885, the same year which Richard Benson left the business. The 1900s saw branches of Benson & Hedges Ltd. opening in the United States and Canada. In 1928, the American branch became independent, and was bought by Philip Morris in 1958 that also purchased the Canadian branch in 1960. Benson & Hedges Ltd in the UK was acquired by Gallagher Limited in 1955. A Royal Warrant was issued to the British company in 1878, after the required five years of supply to the Royal Family. This was revoked in 1999 due to a "lack of demand in the royal households". The Warrant seal, which had previously been on the flip lid of the box, was removed. In June 1977 Benson & Hedges' Gallagher was represented, along with executives from six other major international tobacco companies, at a clandestine meeting styled 'Operation Berkshire' at Shockerwick House outside Bath, England, where they agreed on a deliberate strategy to mislead the public over the harmful effects of smoking and retard tobacco control efforts of governments and health groups. In the UK market in the late 1970s, Benson & Hedges ran an advertising campaign which played on the limits of what could be said and shown in cigarette advertisements. A striking series of photomontages and cinema films, devised by Collett Dickenson Pearce, featured the gold...
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