Project on

Brand Equity
of the brands under
Pakistan Tobacco Company Limited

Prepared by Ali Hasan Alvi, Usama Farooq & Saad Ullah

A Glimpse into the brands

Dunhill Cigarettes retain the smell of fresh

tobacco and have a complex taste to them.
Spicy, with a hint of sweetness, Dunhill
Cigarettes do taste like real tobacco.

Benson & Hedges with its golden color

packaging has developed a very strong image
and this is no doubt as a result of decades of
marketing and branding efforts.

Project on Brand Equity of brand of PTC

A Glimpse into the brands

John Player Gold Leaf is manufactured by

British American Tobacco, and ranks as one of
the best selling and most popular tobacco
products in Pakistan.

Capstan over the years has developed a very

different class of taste amongst all its
counterparts. Its users consider it as the
strongest cigarette amongst its likes.

Project on Brand Equity of brand of PTC

A Glimpse into the brands

Gold Flake since inception has targeted the

lower middle-class, with lower price range, and
not putting the pressure of inflation on its
consumers.

Embassy over the years has developed a very

strong image and this is no doubt as a result of
decades of marketing and branding efforts in
Pakistan.

Project on Brand Equity of brand of PTC

 Brand Equity Calculation
10 attributes being true indicators of brand equity and product quality:
1. Easy-to-handle
2. Easy-to-identify
3. Taste consistency
4. Flexibilty (eg. to weather conditions)
5. Packaging
6. Price
7. Size ranges available
8. Availability
9. Design of the product
10.Freshness

Project on Brand Equity of brand of PTC

 Brand Equity Calculation
Weights or beta values were assigned to each attribute:
Easy-to-handle 0.111
Easy-to-identify 0.019
Taste consistency 0.167
Flexibilty (eg. to weather conditions) 0.037
Packaging 0.130
Price 0.111
Size ranges available 0.019
Availability 0.167
Design of the product 0.130
Freshness 0.111

Likert’s scale was used

Project on Brand Equity of brand of PTC

Brand Equity Calculation

Project on Brand Equity of brand of PTC

Brand Equity Calculation

Project on Brand Equity of brand of PTC

Brand Equity Calculation

Dunhill
Benson
Gold Leaf
Capstan
Gold Flake
Embassy

Project on Brand Equity of brand of PTC

 Brand Equity Calculation
• Total Revenue of PTC for this year has been
approximately Rs.60,196 million
• Assumption that the discount rate stays at
around 20%
• Total revenue if received for infinite period of
time (ceteris paribus) would be Rs. 300,980
million

Project on Brand Equity of brand of PTC

Brand Equity Calculation

Project on Brand Equity of brand of PTC

 SWOT of the brands
Dunhill Benson & Hedges
Strengths: Weaknesses: Strengths: Weaknesses:
 Superior Brand  Unaffordable by  Superior Brand  Unaffordable by majority
 Unique Taste majority  Unique Taste  Serving Limited Markets
 Quality Distinction  Serving Limited  Quality Distinction  Late entry in the market
 Art of Class Markets
 Art of Class renders lower brand
 Late entry in the
addiction
market renders lower
brand addiction  Limited outlets
 Limited outlets
Opportunities: Threats: Opportunities: Threats:
 Growing Brand  Anti-smoking  Growing Brand  Anti-smoking campaigns
consciousness campaigns leads to an consciousness leads to an overall
 Growing health overall reduction in  Growing health awareness reduction in tobacco
awareness leads to use tobacco consumption leads to use of finer consumption
of finer tobacco  Multinationals may tobacco  Multinationals may intrude
 Less competitive intrude into the
 Less competitive market into the Pakistani Tobacco
market Pakistani Tobacco
Industry
Industry
 Local competition from  Local competition from
Lackson Tobacco still Lackson Tobacco still
offers competition offers competition

Project on Brand Equity of brand of PTC

 SWOT of the brands
Gold Leaf Capstan
Strengths: Weaknesses: Strengths: Weaknesses:
 Strong brand  Counterfeit copies  Known brand  Cannot break the capping
addiction widely produced,  Affordable by a significant of being a mediocre brand
 Wide outlet coverage distributed and majority of consumers  Generally poor brand
 Strong brand consumed  Offers an acceptable addiction
awareness  Still not an art of alternate to immediately  Less than fine tobacco
 Long established class brand superior brand like gold offers little incentive for
brand leaf adoption by consumbers
 Referral marketing  Alternative brands
available
Opportunities: Threats:
 May be developed on to  Health consciousness is
Opportunities: Threats: beef up brand image averting consumers from
 Expansion of existing  Parallel brands offer  Rocketing inflation is using poorer quality smoke
brand portfolio competitive encouraging consumers to  Development of parallel
 Updating of substitutes switch to less expensive brands
packaging and brands  Consumers crushed by
presentation inflation are switching to
even lower brands

Project on Brand Equity of brand of PTC

 SWOT of the brands
Gold Flake Embassy
Strengths: Weaknesses: Strengths: Weaknesses:
 Affordable by the low  Poor quality tobacco  Affordable by the low  Poor quality tobacco
income consumers  Alternative brands income consumers  Alternative brands
forming majority of available forming majority of the available
the smoke consumers smoke consumers in
in Pakistan Pakistan
 Popular brand among  Popular brand among
the low income the low income
consumers consumers

Opportunities: Threats: Opportunities: Threats:

 Expanding market for  Alternative brands  Expanding market for  Alternative brands offer
cheaper affordable offer stiff competition cheaper affordable brand stiff competition
brand

Project on Brand Equity of brand of PTC

 CBBE of the brands
SALIANCE

• Gold leaf. One of the oldest brands of PTC having a distinct image in
consumer mind
• B n H . targets the upper class maintaining its image as a quality
brand
• Dunhill . targets the SEC A, A1 and B. presents it’s self as a good
quality brand
• Capstan categorize its self as a brand with a economical price with
standard quality
• Gold flake recognize its self as a low price brand with a good quality
• Embassy easily affordable by SEC class D and E.

Project on Brand Equity of brand of PTC

 CBBE of the brands
PERFORMANCE/IMAGERY

• Gold leaf a standard quality brand, with a good quality of tobacco

ease of availability at majority stores
• B n H gives an image of a high quality brand, unique style and
design
• Dunhill good quality brand, targeted to the SEC classes A, A1, B
but with a distinct taste.
• Capstan affordable price with better quality designed for SEC C,D.
• Gold flake Nominal quality and but a good imagery as capturing
the main part of the market share of PTC
• Embassy normal quality brand and performing well among its
target market
Project on Brand Equity of brand of PTC
 CBBE of the brands
JUDGEMENT/FEELINGS

• Gold leaf well known and distinguished brand with an image of

standard taste, value for money as have a group of loyal customers
• B n H judged as a best quality brand with an image of value for
money
• Dunhill presenting a good quality product
• Capstan to target the population with an image of standardized
taste, easily affordable.
• Gold Flake identifies the proportion of population which is highest
and having similar characteristics and then targeting its brand so
that large proportion of population adapts the brand
• Embassy having a unique taste adapted by a specific segment
Project on Brand Equity of brand of PTC
 CBBE of the brands
RESONANCE

• GOLD LEAF A brand with emotional attachment as it is one of the oldest

brand and have market that is mainly unlikely to shift to other brand
• B n H brand having a image of high quality, socially praised and even
thought as a best brand by the potential market but still not able to
establish a attachment with the target market
• Dunhill is able to establish a brand of good quality but no establishment
of loyal customers
• Capstan attachment of the consumer having a distinct taste
• Gold Flake having a good image in its target market as having a good
proportion of consumer which are loyal to the brand
• Embassy having very few proportion of customers which are likely to shift
brands
Project on Brand Equity of brand of PTC
Mental Maps of the Brands

Project on Brand Equity of brand of PTC

Mental Maps of the Brands

Project on Brand Equity of brand of PTC

Mental Maps of the Brands

Project on Brand Equity of brand of PTC

Brand Media and Retail Strategy
Dunhill
Does not publicly promote itself on any media, except
when it is endorsing a particular event, sign board or need
to inform its users about any new change in the product or
packaging.
Retail strategy of the brand is always aimed at making
available at the biggest malls and retail outlets where the
high class target market is tended to turn up.
Being shelved in this manner that the people who buy
expensive stuff (like branded chocolates, chewing gums,
etc)
Project on Brand Equity of brand of PTC
Brand Media and Retail Strategy
Benson & Hedges
As for the media strategy the brand does not
publicly promote itself on any media except for the
promotional ads which reaches the public through
some very limited international magazines.
As for the retail strategy, again this brand is
targeting high-income earners who need to be
targeted and captured through the retail outlet
accordingly.

Project on Brand Equity of brand of PTC

 Brand Media and Retail Strategy
Gold Leaf
Extremely popular amongst a great majority of people
The main way of promoting the product is through the retail
outlets, by sponsoring or subsidizing the bill boards of different pan
shops, retailers, super stores, and restaurants, etc.
Also in the print media, the Product is promoted whenever there is
any change in the product packaging or the product itself, for
example, recently the product was launched in a flip side packet
which was not only advertised but hugely appreciated amongst the
masses.
The retail strategy of Gold Leaf is quite straight forward as the
product is sold at every level from old smokers to new young
teenagers. Specialized Customer counters are used.
Project on Brand Equity of brand of PTC
 Brand Media and Retail Strategy
Capstan, Gold Flake and Embassy
These are amongst those brands which have targeted to market
itself on road side banners and boards of the main highways and
the roads of the most busy routes, this has a very deep strategy
as it targets all those people passing by and inviting prospect
consumers to Capstan and Gold Flake.
The main way of promoting the product is through the retail
outlets, by sponsoring or subsidizing the bill boards of different
pan shops, retailers, super stores, and restaurants, etc.
In this manner when people come visit these places
automatically the brand is promoted and the required message is
transferred to the consumers or potential consumers’ minds.

Project on Brand Equity of brand of PTC

…thanks!!