Tobacco Maker Looks to Gain Leadership via Localization
Jump to full article: Korea Times (kr), 2009-11-26
Author: Kim Tae-gyu Staff Reporter
Intro: When a company makes advances into an oversea market, the rule of thumb is that it has to be woven into the cultural fabric of the target country through relentless localization efforts.
If this rule holds true, BAT Korea is doing really well because the subsidiary of British American Tobacco here has won the hearts and minds of customers based on tactics tailored to local tastes.
Ever since BAT Korea ranked first at the National Customer Satisfaction Index (NCSI) among cigarette producers in 2004 for the first time, the Seoul-based outfit topped the podium in five of the past six years.
In particular, the company famous for such brands as ``Dunhill'' and ``Vogue'' won the annual accolades in 2008 and again this year, nudging past all of its five competitors, thus demonstrating that it stands out both in brand power and quality.
This boosts the market share of BAT Korea
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