Philip Morris uzhal Virginia Slims in a uniquely narrow stack

According to the Director of Publicity of "Philip Morris Seylz end marketing" Fredrika Shtalya, Uno VS uniqueness lies in its packaging: "This superuzkaya tutu (size 2, 8x2, 1 cm -" Business "), each for 20 ultrathin cigarettes." RM experience helped Japanese corporation office, which removed the stack to the local market, divided into two narrow block.

Another innovation, according to representatives of the Republic of Moldova is in the color. Mark Uno VS represented in the pockets of black and white. In doing so, and in so, and in another cigarette will taste the same. "We are sure stereotypes that color tutu indicates stronghold of cigarettes" - explained Managing Brand Group Alexey Lapikov company.

In RM did not disclose the amount of investment in the project. It is known only that the equipment for packing equipment on the Petersburg factory "Philip Morris Izhora", was purchased from a German company Focke. According to the Russian Mission manager Focke Dmitry Pichugina, conventional equipment has been modified slightly, with the value of its little different from traditional machines and amounted to "several million dollars". Recover the cost of the brand in the company will most solvent at the expense of consumers - retail price stack of 40 rubles. Initially, the cigarettes will be sold in Moscow networks ABC "taste" and "gourmet" Globus, as well as supermarkets in St. Petersburg. Deliveries will be implemented in HoReCa. According to "Business" Alexei Lapikov, in the future, to begin at the network "Seventh Continent" and "The Crossing" and about three to four months cigarettes Uno VS may appear in other regions. "Everything will depend on how the brand will be well received by consumers in capitals" - he added.

According to the head of Russian branch continent "Maxima" Queen of tobacco, cigarette manufacturers had long been working on the packaging, its original versions go to win the attention of consumers. "The proposed package is unique, yet there is only one packaging line for such a format" - he explains.

Market participants also noted that the RM can take such a decision, wishing to stop the decline in the proportion of Virginia Slims Cigarettes in a dynamically growing niche. "Segments slims and super slims developed very rapidly in recent increases annually at 80-90%, so it is understandable why the company launches a novelty in this niche - said the top manager of one of the major tobacco companies. -- In addition, these cigarettes belong to the prestigious segment, which is a very high profitability. "

However, the company has not entirely original. In particular, the range of black and white in the package is already in use Gallaher brand Sobranie Black Russian and White Russian. Other competitors Philip Morris also did not lose time. According to "Business" head of the department of consumer marketing "BAT Russia" Mark Herman, in March of the VAT will be novelty - cigarettes Vogue Noire in a black tutu and Vogue Blanche in white. Their price is 80 rubles. for the stack.