Phillip Morris brands are not the only leaders in premium cigarette segment
Usual leadership of Marlboro and Parliament cigarettes in
premium segment is coming to end. This proudly states BAT (British American Tobacco). Former marketing
director of BAT Russia David Steer in his interview told that Kent cigarettes brand was best
seller in Russian sales. In March 2004 Russian sales of Kent were higher than Parliament brand
approximately in 1,5 times. This confirmation was announced by ACNielsen research agency.
Figures are the following: Kent and Parliament part is 2.2 percent and 1,9 percent under ACNielsen
research agency data, and 1,5 percent and 1,6 percent under Business Analitics agency data.
One way or another Parliament brand is not more a leader in its premium segment, to this conclusion
came market experts, tobacco companies and statistics. Although Philip Morris company considers that
Parliament is a leader in Extra cigarettes segment today. The difference in the figures means that
companies may estimate general market capacity in different ways.
Premium segment was developing during last 3 years, and main brands were rising along with it, but it
is visible that Parliament cigarettes rising statistics is lagging behind the pace of Kent branded
Jack Trout considers that the proper advertising way is One brand and One idea. As Parliament has a
lost of varieties of its brand (Parliament
ment Extra lights, Parliam
ent Slims, Parliament
One etc), the advertisement smears out and target audience senses the brand worse.