La Verte du future
The Verte of the Future
FUTURE RECOMMENDATION
So far the brand has proven how clever it developed and applied its strategy. The company obviously knows what its consumers want and expect from the brand. I'm pretty positive to say that the brand will easily be able to deal with future trends and dangers.
A STEP analysis can help to have an overview of what are the factors that could possibly affect the brand in the future.
Social During the last years, the consumption of cigarettes has slightly decreased. If before the cigarettes was perceived as something cool and rebel, today the image of the cigarettes is perceive as something negative. "Go green and healthy" has replace the "Sex, drogues and Rock'n'Roll".
Technological New electronic cigarettes (also called e-gigarettes) have appeared on the market and conquered the heart of some heavy smokers. Even if these new e-smokers are in minority at the moment, this new type of cigarettes might get more adepts in the future.
Economical With the year, smoking has almost become a luxurious pleasure. Indeed, the price of the tobacco has augmented and is augmenting a little bit every year. Unfortunately the the budget of the consumer is not always following.
Political Restrictions regarding the tobacco industry are already extremely server. In the future these regulation could affect the brands even more. For instance in countries like Canada, the cigarettes are completely hidden from the consumers in the shops, which leave almost no space for the brand to express itself.
-
So how can Parisienne Verte, and the Parisienne brand deal with these possible future factors ?
Social - Lately, the 50's made a tremendous come back in the design, the fashion industry (Louis Vuitton 2012 campaign)
but more particularly in the movies or series like Mad Men which idolize the art of smoking, making it sexy and chic.
Parisienne should profit from the cinema industry to advertise its product and make the smoking vice trendy again.
Technological - Despite new e-cigrattes, smoker will remain smoker and will always enjoy the taste of a real cigarette. To counter these e-cigarettes, Parisienne should rather re-enforced the classic image and culture of tobacco, rather come up with its own e-cigarette. In my opinion, these e-cigarettes will not last the next 5 years, additionnally the Verte (Ohne-Sans) is already a clever response to this trend.
Economical - Equally to the technological aspect, a real smoker remains a real smoker and will keep smoking despite of the product prices. Parisienne should profit from this and launch a more affordable cigarette. If this is done properly, this could have a lot of positive impact.
Political - The positive thing about the political restriction is that it affects all the brands and put everyone on the same level. Luckily for Parisienne, its logo has always been well recognizable and highly places on the packaging. In the future, if these restriction appear to become even more sever, Parisienne Verte should promote and talk to their consumer where their are. For instance, the brand should be even more present in festivals, concerts, art events, in cool bikes shops, etc.