Davidoff Portfolio Management

Via portfolio management Imperial Tobacco applies its unique portfolio to increase its share of customers and use occasions to push quality growth. Basically, it’s total tobacco in action. The beginning point is always the company’s consumers; knowing their choices and preferences through its consumer insight work is essential to the way the company controls its portfolio. It makes it possible for Imperial Tobacco to make the most of sales growth options by creating total tobacco brands that really resonate with consumers.

Davidoff iD Smoking

Woman smoking Davidoff iD Orange cigarettes

Enhancing Davidoff Sales

Imperial’s efforts on building Davidoff to understand its global growth potential has been a key portfolio management effort in 2012. Davidoff is a major strategic brand that carries on performing highly on a worldwide scale. In June Imperial introduced Davidoff iD, a new kingsize variety that’s improved the brand’s attractiveness to a far wider base of customers whilst keeping its premium qualifications. Davidoff iD is offered in standard and GlideTec packs and by the end of 2012 the company introduced it in 19 markets around the world.

As with portfolio management, deep consumer preferences are major to the company’s development sales growth driver. It translates those preferences into real ideas to deliver new consumer experiences across its total tobacco portfolio.

World-leading GlideTec Pack

GlideTec is the leader in pack development developed around the sociability of smoking, allowing smokers to provide a cigarette with a one handed motion. Pack enhancements like GlideTec offer smokers a choice and strengthen brand differentiation. First introduced in the UK with Lambert & Butler, GlideTec’s a great example of how the company joins consumer ideas with a better strategy to provide quality growth across multiple markets. So far Imperial presented GlideTec in 17 markets including in France with Gauloises and in Saudi Arabia with Davidoff iD. Imperial Tobacco sold more than a billion cigarettes in GlideTec packs and this development will be applied to more brands in more markets in 2013.

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