#myblu
by the world’s leading brand of e-vapour products blu. Combined with
the supreme UK quality of myblu e-liquids, myblue e-vapour provides
the best formula for success of our new product in the Russian
market. Therefore, it is pure pleasure to work with myblu in the media
environment.»
The Russian launch was a combined effort of specialists from virtually
all departments, including Marketing, Communications, Logistics,
Planning, Finance and Legal. Many processes were new for us and
differed from those customary for the traditional tobacco market.
Martin Chromy, Head of Sales & Marketing
Operations: «The Russian team demonstrated
unbelievable efficiency in connection with the
new product launch. The final decision to launch
myblu was made last August, but look what we
have achieved in just 10 months: a revolutionary
product on the market, an online shop with nation-
wide delivery and customer support service, and
presence in retail chain.»
Natalia Pushko, NGP Manager: «The launch
of a new product in a new product category is
always an exciting project. In the traditional
cigarette segment we know all market and
regulatory specifics, have extensive sales
history and a choice of proven tools. With
myblu we often have to start from scratch, rely on
myblu
• 350mAh, 1.5 Ω, 3.7V
rechargeable battery that lasts
all day
• Super-short recharging time:
only 20 minutes to charge
• Light aluminium body
• Liquidpods for 300 pulls = 1
cigarette pack
• 12 alluring flavours
• Click & go pods
• Several nicotine content options
• Affordable price
What is your favourite
flavour?
Martin: With myblu liquidpod line, even the most
sophisticated customers can select a flavour
of their choice. Personally, I do not like flavoured
cigarettes, but Green Apple is my favourite
among myblu flavours.
Natalia: I like Menthol and Green Apple from
flavours currently on sale.
Yekaterina: The fruity Mango Apricot
flavour.
Irina: It’s hard to choose one flavour
from our product line. Still, I’d like
to note Menthol with 0% nicotine –
it tastes like menthol sweets.
experience accumulated in other markets and invite experienced
professionals. Yes, we still face a number of challenges, but we try to
promptly address any issues and move on.»
Ekaterina Dubrovina, Brand Activation and Planning
Manager: «We work in close cooperation with brand teams
from other markets, where myblu is already on sale. In the
process of preparing the product launch, we were discussing
a lot of things on a regular basis, including concept localization,
successful and unsuccessful cases and unexpected issues.»
In Russia, myblu™Starter Kit includes a vape with a built-in
battery, a swappable liquidpod with Tobacco flavour
and a micro-USB charging cable. The recommended retail
price is RUB 999, the price of a pack with two liquidpods
is RUB 299. The new product is on sale in Bristol and
Red&White retail chains across Russia and can be
purchased online at www.blu.com.
Suggest your own flavour for liquidpods
Natalia: I’d love to vape guava with orange or raspberry
and cream.
Irina: Well, I’d suggest some prohibited products, such
as parmigiano and jamon
Yekaterina: It must be something delicious, like pino colada,
chocolate truffle, crème brulée, or chocolate-dipped soufflé
sweetmeat.
Choose three words to describe the product
Natalia: Click. Inhale. Repeat.
Yekaterina: As a brand manager, I can only speak in slogans:
myblu is easy, quick and handy.
Irina: Stylish. Innovative. Handy.
Online retail is a new sales tool for Imperial Tobacco. The launch of the
online shop, as well as the warehouse, logistic and general support of
the project are supervised by Irina Bazarova, Sales Planning and
Support Manager: «Russian online shops are getting more
and more advanced, and we seek to ensure the highest level
of service to meet high expectations of Russian consumers
by offering customer support, delivery and a user-friendly
web site.»
At present, five original myblu flavours are available in Russia: Tobacco,
Cherry Crush, Green Apple, Menthol and Mango Apricot.
Irina Bazarova, Sales Planning and Support Manager:
«We are fully focused on expanding our flavour line. Recently,
we have introduced Mango Apricot liquidpods and are
planning to add another new flavour soon: Blue Ice. We often
test new flavours on our colleagues, they like to take part
in such experiments and provide feedback.»
The Империалист | | 11