#Brands
OUR BRANDS ARE OUR SUCCESS DRIVERS
P&S is our unchallenged leader! In 2017, we
celebrated the successful launch of P&S
crushball in the new Queen Size format that
yielded an amazing result: the brand’s share
in the Russian market grew by 1.7%, and the
sales volume of the brand across the country
increased 7 times.
To remain demanded in the highly competitive
Russian tobacco market, today we should search
for new insights, offer desired formats, and, the
most essential – meet consumers’ expectations
and needs. In this situation, it is important for the
brand to be in line with the modern trends and
speak to consumers.
During the past financial year we have launched
several new products in the Russian market,
supported the launches with a whole range
of efficient projects, and entered the vaping
category that is new for us. Let’s talk about
everything one by one.
Yet, Imperial Tobacco never stops at what has
been accomplished: and the new launch of
P&S DUO Purple with the trendy berry flavor
took place in July 2018. Today, P&S is one of
the TOP-10 cigarette brands in the country and
gained a 2.82% share in the Russian market in
less than three years.
In addition to the traditional and popular series Gold and
Classic, in 2018 Davidoff presented the new exclusive
product to the consumers – Davidoff Reach. Davidoff
Reach is an unrivaled combination of the modern style and
uncompromising quality of Davidoff. The Davidoff Reach
product range includes two SKU: a classic one and with a
berry crushball. Davidoff Reach Purple cigarettes are our
unique novelty combining all advantages of the premium
brand: a crushball with the berry flavor, a firm-touch filter
and the smoky odor reduction technology.
CRUSHBALL CIGARETTES
IN THE RUSSIAN MARKET
6.33%
BY
CRUSHBALL INCREASED
IN FY 2018, AND HELD
A 14.4% MARKET SHARE
IN JULY
11.2% 7.27%
MOST POPULAR
FORMAT – QS
OTHER FLAVORS GETTING MORE POPULAR
0.82%
WATERMELON
0.55%
GREEN APPLE
MOST POPULAR
FLAVOR – BERRY
Martin Chromy, Head of
Sales and Marketing
Operations Russia and
Central Asia Cluster:
“We
have
created
a product that is ideal
for the Russian market –
a product that will satisfy
tastes of 10 million smokers.”
The new Davidoff was launched not only in
Russia, but also in Kazakhstan. The P&S
and Davidoff brand teams presented the
new flavor at the berry theme parties in the
Moscow and Almaty offices.
The Империалист | | 4