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Trade and consumer promotions to keep Viceroy on top of the Iceland filter market

The cigarette market in Iceland, that remote island in the north Atlantic, is 100% imported. The demand is virtually only for U. S. brands, and of these filters account for close on 60% of the total, and are growing steadily. A year ago the filter share was around 53%. It is a state monopoly market, and retail pricing is fixed. Camel RS Plain is the market leader with an approximate 35% share, but is losing ground as smokers switch to filters. The filter leader (and total market ????? 2 brand) is our own Viceroy, in competition with Reynolds' Winston, the ????? 3 brand. With a 27-2S% market share, Viceroy is static and not winning its share of filter converts, whereas Winston at 22-23% is progressive. So, in May this year, Merchandising Department in London planned a promotion with the objective of correcting this situation and maintaining Viceroy's market position. A total advertising media ban is in operation in Iceland, and even shop facials and outside signs are prohibited. A promotion was therefore devised which could make its impact at point-of-sale, and which had considerable consumer interest. The resulting promotion, costing £7,000 in all including air fares was directed both at consumers and the trade.

1973


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