y the cigarette pack by the sales staff. With the pack, an envelope is given, that has three cheques that the consumer can use to win gifts in future.3.Cheques: There are three different types of cheques. Each one carries different points.First cheque for 50 pointsSecond cheque for 100 pointsThird cheque for 150 pointsFor each 50 points50 points5 packs of Premier Classic100 points10 packs of Premier Classic150 points15 packs of Premier ClassicWhen the consumer sends in the cheques to the Head Office, they are fed into a database that has all the names of the people sending the cheques and computerized draws are held for the prizes.After that you will receive a free gift, which will be sent by mail.These coupons are equipped with stamped postage paid envelopes.PremiumsThey are offering to their club members high priced beautiful lighter of low prices.Advertising SpecialtiesThey are presenting Calendars with their name and TV advertisement printed on it.2.Direct MarketingLakson Tobacco Company used the "Incentivised Selling Teams" for brand introduction. The team members are not ordinary but highly trained salespeople. These people visit different places, such as offices, shopping Arcades and entertainment spots and offer cigarettes to people who already smoke. In return the consumer is offered a beautiful box having a pack of cigarette, a cigarette lighter and a telephone diary.Initially the target was to sell the packs to 60% of the smokers asked. Instead 91% of them have accepted to buy the packs. Out of 91%, 73% were the smokers smoking cigarettes priced above Rs. 30/-.Patronage RewardLakson Tobacco Company is offering their Premium Classic Club Membership to those who are frequent users of Premier Classic.To become a member of PCC member, you will have to send, each of the three cheques (coupons), with the required Premier Classic pack tops. When you send all these cheques, you become a member of the club. Every member will have a Pr...
