"Fragrance of vanilla"

Long whether BAT will be able to retain the audience, attracted only new design tutus - a controversial issue. "Restarting not always led to increased sales of brands in the market have been instances where after reloncha sales volume remained unchanged" - Victor Stefashin comment.

Last year, the tobacco industry went immediately restart two cigarettes. Japan Tobacco International Company updated its Winston brand, by the end of the year its sales increased by about 40%. Quite another situation has been in BAT. Updated Java "Golden" has been unable to increase its consumer audience.

According to Viktor Stefashina, in the case of relonchem of great importance not only to advance the strategy, but purely technological issues. For example, if the smoker feels that after restart cigarettes taste changed for the better, he will almost certainly remain a consumer of cigarettes. If it does not, then, try a novelty, people returned to the products that they bought always.

Perhaps, in that sense, in February, BAT released to the market subbrend Vogue Arome. Above his creation of a research centre worked London company, which has developed a special recipe: tobacco used in cigarettes, marked flavours. Vogue Arome different and design package. Instead of habitual tobacco leaf on the package appeared image flowing pink silk.

It seems that these cigarettes family glamorous Vogue became the pinnacle of chic, which is always appeal to the company. Vogue Arome moving through "naruzhku", as well as through advertisements in glossy magazines. "We tried to convey the aroma of coffee in advertising - tells Maria Bezhanova. -- To do this, use a special flavour varnish. "

Sales of new cigarette started about a week later, after their presentation. In the case of Vogue Arome BAT has used the same reception as when moving Kent updated: the company agreed to sell cigarettes to women's very limited number of outlets. Initially BAT chose the 100-seat sales, which included premium supermarkets, restaurants, cafes, gas complexes. In many conventional shops in a number of cigarettes next to Vogue subbrendami Filter, Menthol, Ultra Lights, Vogue Slims BAT demonstratively left a blank space, hinting that it will soon be filled with novelty. The company claimed that, and will continue to adhere to the strategy of limited distribution of cigarettes.

Even in the price of BAT made it clear that Vogue Arome - "especially exclusive product." If other family this brand cigarettes worth 40 - 45 rubles. (depending on the sale of seats), the aroma - slightly more expensive, about 47 rubles. While prove their exclusivity only at the expense of price - rather precarious path. For example, a competing brand Parliament super slims manufactured by Philip Morris is more expensive Vogue Arom e - about 55 rubles per pack of cigarettes.

However, a BAT has another advantage, which, it was hoped the company, Vogue will help strengthen its leadership position - as is the only flavored cigarettes this class. Maria Bezhanova confident that BAT would become a dictator of taste in this segment.

Competitors BAT has not taken such aggressive marketing steps, as Britons. For example, Philip Morris, and even changed the design of the stack of Virginia Cigarettes, but only by the fact that last year introduced new rules preventing the dangers of smoking. The only thing that made Philip Morris, to be closer to Customers - eased their cigarettes. For example, Virginia Slims Cigarettes sooner had the parameters of the resin / nicotine 12 / 0.9 mg, and after re tutu became 10 / 0.8 mg (Vogue is still easier - in cigarette smoke contains tar and nicotine 7 / 0, 7 mg).

Another female producer of cigarettes, Korea Tobacco & Ginsen, is even greater threat to BAT, as its perennial competitor Philip Morris. The Korean company began selling in Russia, its women's brands Esse about four years ago. The breakthrough they had only last year, came out on top on the volume of imports of cigarettes in Russia. Of the 3 billion pieces of our market, the 700 million - Esse. Now they are approaching cigarette sales to Vogue in kind. According to the head of the "Russian" Tobacco Queen Maxima, this is because the company is working tightly with all channels of distribution, and the price of these cigarettes are about half the cost of Vogue (about 25 rubles per pack of cigarettes).