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1、Online Cigar Industry,1,The Online Cigar Industry,Grandhi Suman Hou Yanqiu, Kadekuzhi Anand, Keller Debby Kini Dinesh,Online Cigar Industry,2,Industry Overview,Customers bought cigars through mail order , 800 numbers, stores and clubs. Growth of Cigar industry 1994 14%- 1995 31 % 1996 67%- 1997 30 %
2、 Has been declining since 1998.CBS Marketwatch,Online Cigar Industry,3,Major Players,It is hard to distinguish between sites. There does not appear to be any established market leader.,Online Cigar Industry,4,A Sample Front Page,Online Cigar Industry,6,Cigar Accessories Catalog,Online Cigar Industry
3、,7,Customers,Customers are typically active cigar smokers, varied age groups, upper and upper-middle class professionals, both men and women whose time is saved by shopping online. Customers also include people/corporations who buy cigars as luxury gifts. Customers are very brand conscious. Customer
4、s are also likely to buy accessories such as humidors, lighters, leather cases etc. Customers are likely to have access to technology needed to shop over the Internet.,Online Cigar Industry,8,Strategies to Attract customers,Novice Offer Sampler Sets not usually found in retail stores Offer recommend
5、ations Ratings of cigars by quality and price Detail explanations of flavor, smoothness, and character. Cigar Connoisseurs Easy search for specific types and brands of cigars Offer boxed sets,Online Cigar Industry,9,Strategies to Attract Customers,Everyone Online advertising. Sell other cigar relate
6、d goods: Humidors, Cutters etc Have specials: Free shipping, Gift certificates Affiliate Programs (7% commission, 7c/click at ),Online Cigar Industry,10,Value Additions,The basic value proposition is to permit customers to purchase the best possible products through an easy to use shopping interface
7、. Gift certificates Special packaging to maintain quality UPS tracking Customer testimonials Communities Build own sampler packs. Free shipping on orders of $25 or more,Online Cigar Industry,11,Value Additions,Reviews from experts and other cigars Coupon rebates/Discounts Live inventory information
8、Permission Marketing “Cigar of the month” delivered automatically Personalized Cigars Recommendations for accompaniments such as wines. Books, Magazines and Articles. Free email and chat rooms.,Online Cigar Industry,12,Strategies to Retain Customers,Current Online Cigar industry websites are very ba
9、sic and there is tremendous scope for improvement. Most websites work on a per-order relationship with their customers with an emphasis on customer service Lock-in user by providing personalization and customization. New cigars are tried on recommendations from others. Opportunity to build communiti
10、es and use collaborative filtering techniques to make these recommendations. Permission Marketing “Cigar of the month” Gift Certificates. Quick Order like 1-Click Shopping at Amazon,Online Cigar Industry,13,C,We believe that is the best online cigar retail website Recently acquired to become the lar
11、gest cigar retailer on the Internet. Provides numerous value added services such as sampler packs, accessories, specials, gift ideas, gift certificates. Has affiliate programs. Has a membership program which offers additional discounts, monthly samplers etc. Caters to wholesalers.,Online Cigar Indus
12、try,14,Legislation,Congress is currently trying to ban all mail order and all internet sales of cigars. The bill is working at ensuring that cigar retailers may sell cigars to the ultimate consumer only in a direct, face-to-face exchange and may not make sales through vending machines, mail-order sales, or the Internet. This bill, if passed, will have a great impact on the entire cigar industry that works on mail orders and Internet sales.,Online Cigar Industry,15,
