A Report on "Project Talos: A Repositioning Brand Campaign of the Age-Old John Player Gold Leaf".

Abstract

In the current market context, British American Tobacco Bangladesh, BATB is the market leader among all players competing in the tobacco industry of Bangladesh. With various offerings segregated within five distinct segments, BATB has been able to hold its reputation for quality cigarettes for a long time now. However, with market dynamics changing almost constantly, BATB realized that it needs to keep refreshing its products’ aspects and match them according to the recent shifts in consumer behavior. Upon strong insights backed up by adequate back-end data, BATB thought it was time to opt for a value addition to one of its oldest brands in their portfolio- John Player Gold Leaf, JPGL. JPGL was the first international brand brought into this country and has survived decades through its promise of iconic taste and quality. Now, while the brand remains unchanged, its consumers have however evolved with time. This indication was further entertained by conducting various surveys and tallying multiple data. After convincing and confirmation, a campaign was designed to reposition the brand JPGL to better fit with consumers’ preferences. Project Talos, the campaign which introduced John Player Series was designed to tap into the existing mindset and be perceived as a more relatable brand to the consumers. This internship report entails the campaign’s activities and its impact on the territory of Feni-1. Along with that, the report also elaborates on some major activities that were executed in Feni-1 territory within the timeline of the internship stint.