In the CIS countries Marlboro is no longer trendy.
Based on this principle, Philip Morris company decided to give an impetus to the brand's flagship and launched in CIS market - Marlboro Light (Marlboro Gold Original) made in Germany.
In the CIS countries every year more and more are falling Marlboro cigarette sales.
According to Nielsen research, Marlboro holds in the CIS countries the third place in the premium segment by volume and revenue (after Kent and Parliament cigarette brands), but in recent years the sales of Marlboro cigarettes decreased. The Marlboro brand shares at the end of 2013 amounted to 1.6% (in 2011 amounted to 2%) and 2.5% (against 3.4% in 2011) in cash.
"Such "old school "cigarette brands like Marlboro and Camel, in the market became hostages of their own "brutal" marketing - positioning itself as "cigarettes only for brave men as cowboys and travelers" - shares his thoughts manager of a large tobacco company. - Today the best dynamics in cigarette market indicate brands associated with innovation, new technology solutions, more glamorous and stylish "- said one of the representatives of the Philip Morris company.
The decreasement in sales led to a gradual decline, began to close factories producing Marlboro, for example in Russia near St. Petersburg in 2013-2014 was closed Marlboro cigarette production factory.
The second paragraph which led decreasement in sales is the fact that brands such Marlboro, Camel, Kent, Lucky Strike, are popular in the CIS countries only if they are made not on their territory. The CIS smokers consider that Marlboro cigarettes produced in Europe or America have the higher quality than those produced for example in Russia, Ukraine or somewhere else. This stereotype affected the brand Marlboro. Based on this principle, Philip Morris company decided to give an impetus to the brand's flagship and launched in CIS market - Marlboro Light (Marlboro Gold Original) made in Germany. One of the central elements of the package is the inscription "Made in Europe", applied to the protective foil of cigarettes.
"The company has decided to import cigarettes Marlboro Gold Original from Europe, to emphasize once again the international status and image of the brand," - said to RBC the Director of Communications and Public Relations of Philip Morris Sales and Marketing company.
However, in an informal conversation, managers of this company have expressed the opinion that in this way Philip Morris Int. is trying to revive the brand's sales. Marlboro drops sharply, that's not a secret for anyone. New launches, packs design changes, were not able to make a break in the negative tendency, - said one of the interlocutors to RBC. - It is quite probable that imported Marlboro will be able to correct the situation.