Rothmans Gold and Silver: Leveraging latent equity through mainstream pricing

Rothmans Gold and Silver: Leveraging latent equity through mainstream pricing

Code: ML-ML00019-067 | Published: Dec-2015 | Pages: 16 | MarketLine
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In 2012, Rothmans introduced new low-cost variants to the UK market, revitalizing its quality and heritage reputation. Strong growth, albeit from a low base, was furthered by its entry into British American Tobaccos (BATs) Global Drive Brands list in 2014.



Key Findings
- Learn about the Rothmans brand and its heritage
- Understand how British American Tobacco is leveraged the brands heritage to appeal to price-conscious consumers
- Analyze Rothmans tailored marketing and product strategy.
- Assess the success of Rothmans low-cost variants.

Reasons To Buy
What is Rothmans?
Why were low-cost Rothmans variants launched?
How does BAT tailor its product offering to satisfy differing consumer needs in different markets?

Table of Contents

OVERVIEW
Catalyst
Summary
BRAND INVESTMENT AND APPEALING PRICING ATTRACTS LAPSED CONSUMERS
A heritage brand with lapsed equity
Compelling price position attracted lapsed consumers
Enhancing brand investment has seen further expansion
Rothmans brand volume growth: Strong performance
ENTERING VALUE SEGMENT WITH RECOGNIZED BRAND TO TARGET MASS MARKET
Entered value segment while maintaining quality proposition
Mid and value-priced products are bought by the majority
Communicating brand reputation through pack updates
Elevate the "feel good" smoking occasion
TAILORING BRANDS TO ALIGN WITH GENUINE CONSUMER NEEDS
Different consumer considerations in different markets
The brands global growth proves the efficacy of tailoring
Success not limited to Eastern Europe
CONCLUSIONS
Rothmans success attributable to number of time-sensitive and extended factors
APPENDIX
Sources
Further Reading
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