L&M Cigarettes: restart stamps

As a product, L&M Cigarettes have changed dramatically. Have been set up new tobacco blend, and a new filter and a triple, as a consequence, has become another taste of cigarettes - more lenient. A new design of packaging. In terms of reducing harm to the health of the new L&M Cigarettes did not offer any innovation.

In Philip Morris believes that the risk of failure is minimal updates cigarette smokers. "We conducted testing, including working with focus groups, and the results were positive. Plus, in May, we launched the new L&M Cigarettes in the markets of Ukraine, Hungary and Romania. results of these projects allow optimistic look at the prospects for the brand. In Ukraine, for example, L&M Cigarettes increased its share to 0.2% "- explains the position of the company Sergey Slipchenko, newly appointed director of advertising" Philip Morris Marketing Seylz end. "

Moreover, the company insists that the product needed to change and develop flavor characteristics to meet the preferences of smokers, who tend to favor cigarette with a milder taste and light.

Production of cigarettes old already filed. Of the sales, they will not be removed: Considering the size of Russia and L&M Cigarettes share of the market, making it too difficult. The new L&M Cigarettes gradually replace old and will be sold at the same price - a maximum of 19 rubles per pack of cigarettes. Distribution of cigarettes in a new retail chain started on 6 August.

Regarding investment, the productive part of the implementation of the project were spent some 15 million dollars. They went to the purchase and installation of the factory "Philip Morris Izhora" (St. Petersburg) equipment for the manufacture of new triple cigarette filters. Expenditure on marketing - to research, the development of new product concepts and the campaign to launch and promote a revitalized brand - has not been disclosed.

Global brand advertising campaign developed an updated headquarters staff "" Philip Morris International in Lausanne (Switzerland). Adaptation of the campaign for the Russian market has been agency Leo Burnett Moscow. The campaign is ambitious as on the territorial scope, and in terms of the number of planned marketing activities. When placing advertisements in the press is scheduled to pay special attention to regional publications. There will be a large number of BTL-shares - from events in clubs nationwide to Smillions game, which is allocated several stages. The game is aimed at stimulating sales: to take part in it, enter the code which is printed on the liner, located inside the stack with cigarettes.

For the Russian market tobacco restart L&M Cigarettes - is one of the most ambitious projects. L&M Cigarettes is among the leading brands in sales in the country. An estimated research agency "Business Analysis", it accounts for 6% of the Russian market, while the average price ranges, it is 25.2%. When 14 years ago, Philip Morris has come to Russia, it is L&M Cigarettes became the foundation on which the company has built its business here.