Secrets of Youth

By 2003, allegedly Bezhanovoy, these cigarettes potrebitelnits received the largest share of its price ranges (above 29 rubles. For the stack). The direct competitors marks were from R1 Reemstma / Imperial Tobacco International and Virginia Slims Cigarettes production Philip Morris. In the same year, multinational manufacturing companies have realized the need for a rapprochement with the dense 18% of Russian fan of tobacco, placing women's cigarette production in Russia. This was quite logical in the context of increasing purchasing power and an increase in demand. "Dear" segment began its rapid development. According to the research company's "Business Analysis", the proportion of premium cigarettes rose from 2.73% in 2002 to 5.59% in 2003 - m. Accordingly, the sale of cigarettes grew and the format of super slims. "Russian tobacco" has calculated that in 2003 residents of Russia vykurili 3.8 billion cigarettes, which at 1.82 billion more than a year ago.

"In the women's segment of cigarettes, a host of new proposals - recalls Maria Bezhanova. -- Vogue could not remain unchanged among emerging temptations, "novelties. In BAT began to notice that Vogue is increasingly perceived as a classic, traditional cigarettes. According Bezhanovoy, it led to adult smokers to mark 30 years of gradually losing its relevance. As a result - since the beginning of 2004, the brand began to stagnate.

In BAT said that did not wait for the fall sales, and pre-prepared to relonchu Vogue. "Normally, cigarette companies restart their marks every 10 - 15 years, which is understandable: consumers used to the product, it requires new experience" - tells about the features of the Chief Market Analysis and Information Service Association "Grandtabak" Victor Stefashin.

To remedy the situation, BAT went to drastic measures. To placate Russian smokers, in the past year, the central office of the company in London has developed a new packaging design. Name of cigarettes moved up from the middle of the stack, and at the same time and appeared to foil inside the package. Internal Frame tutu gained trendy V-shaped notches (in the old version of the framework was direct). The owners changed the brand "handwriting", replacing the "strict" classics "to write to lightly grace." Enter touched the entire line of Vogue - Filter, Menthol, Ultra Lights. In doing so, the changes have not affected the product itself.

In August last year, the company began selling cigarettes updated. First, it faced a difficult task to invite friends Customers cigarettes, not otpugnuv them with a new packaging design. After that the new design was to attract a young audience more smoking. The company already has experience in restarting bonus Kent cigarettes. Then BAT acted revolutionary - seized from the sale of all the old packets and in a limited number of outlets selling cigarettes at the start of the new package. But at the time of restarting Kent, in the post-1999, the company had opportunities to go to such costs. Expensive cigarette smokers were then slightly, and the absence of major competitors allowed to save on advertising.

In the case of Vogue BAT decided to act cautiously - in the market with a large range of proposals any sudden movement could cause a negative reaction from consumers. BAT went to the trick. The first updated tutu ladies' cigarettes sold in colorful plastic packaging with the old design. Only by lifting it could see the novelty. In addition, most specifically for not smoking sharp postcard attached to tutus, soobschavshaya on changes in the look of Vogue.

A month after the opening of sales began advertising support "light" cigarettes as a feather. "Restarting maintained in 30 cities in Russia with the help of outdoor advertising, which was accompanied in the field of advertising sales" - tells Maria Bezhanova. The company also has been used and tested channels moving - events in restaurants and cafes, PR campaigns.

In BAT did not disclose the cost of everything and revitalized brand promotion. "The image of direct contact events cost is high, but the costs of such actions are justified, coupled with a strong PR-support - Give advice from Catherine Sundukova BrandNew Momentum. -- That is, even if the activities have enough for a narrow range of people through the secular chronicle of these events will learn the mass of readers. "

However, in order to the effect of these events has not been in vain, they need to be repeated again and again, with each subsequent event should surpass the previous one. As Sundukova believes that the record itself as an expert in secular, glamorous events, it is necessary to maintain fan interest very windy fashion.

Own minds and are trying to fashion rivals BAT. For example, Virginia Cigarettes brand of cigarettes produced Philip Morris, this year became one of the sponsors of Russian Fashion Week. A Korea Tobacco & Ginsen actively promoted Esse cigarettes during Moscow Fashion Week.

Yet at the Vogue has produced better make friends with the "secular" crowd. "chapurinskogo style heroine - the new girl romantic time, confident and purposeful… Vernye satellites her life - transparent lace favorite cigarette smoke Vogue and rustle of the finest silk" - but describes its "girl" designer Igor Chapurin.

An estimated AC Nielsen, Vogue is now more than 30% of the market and is ahead of its opponents. True, the results are still OEMs within the statistical error: the market share of 1.03% of the total cigarette market in September last year rose to 1.28% in January 2005 - the first in 30 key cities in Russia, where the focus was support for the brand.