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Du Maurier Cigarettes

Du Maurier Cigarettes


Cigarette Brands Facts: Popular, Online, Discount


Du Maurier cigarettes are manufactured in following countries: Australia, Brazil, Canada, England, Trinidad, Vietnam.

Tobacco Cigs Brand Marketing News

Positioning, Pricing and Advertising

Brazil is a market with a wide range in cigarette prices, extending from Cr$2.00 up to Cr$5.20 for twenty. The new Du Maurier 120's was to be positioned at the top of the market, priced at Cr$5. 20 on a par with such 95mm and 100mm brands as Pall Mall International, Pall Mall Super Longs, Hilton and Charm (all from Souza Cruz) and competitive Rothmans International, St. Moritz And MARLBORO 100's. Advertising for Du Maurier 120's made use of 60 and 30-second films, large-space newspapers ads, a 4-page magazine insert in full colour, and point-of-sale material. In all media the theme was "A nova dimensao em cigarros"... "the new dimension in cigarettes". In the print material the pack and the cigarette are shown in a way which emphasizes their length. Body copy makes the point that the brand is Brazil's first 120mm cigarette. Also used was a presentation 2-pack carton, holding the two packs end-to-end: an attractive and unusual format. The primary objective of the brand - to be the first 120mm entry in Brazil - has been achieved in the remarkably short development time of only 5 months. At this initial stage consumer response to Du Maurier 120's has been overwhelming, with sales running at a level well beyond the most optimistic of estimates. In the fashionable south zone and centre of Rio, the area of original launch, sales are at present nearly 10% of the total market and 40% of the total of the two top price categories (Cr$5. 20 and Cr$4. 60 for twenty) which cover 16 own and competition brands - including all three versions of Marlboro. Plans are in hand to widen distribution. Commenting on the current situation, Alan Kellagher, Marketing Director of Souza Cruz says: "The enormous response to Du Maurier is at least partly due to the increasing publicity that More has been receiving through the social and gossip columnists in the newspapers (which might well have been deliberately stimulated by R. J. Reynolds) and the increasing quantities of contraband supplies of this brand. It is inconceivable that the present level of Du Maurier sales will be maintained but it is not possible at this stage to determine the volume or market share level at which the brand will eventually stabilize. It also remains to be seen whether products of this type will become a permanent feature of the Brazilian market, or whether they will prove to be a fad which has temporarily caught the mercurial imagination of Brazilian consumers. In any event we will do our best to ensure that we have our full share of this market whatever the final outcome".

1976

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