Published on February 6, 2008
As it is well know Camel cigarette brand is biggest and most valued diamond in crown of R.J. Reynolds tobacco portfolio and it success will be sustained by additional investments from R.J. Reynolds.
In order to encourage a durable growth of R.J. Reynolds Tobacco Company (R.J. Reynolds), company decided to divide its 21 brands into three groups: investment brands, selective-support brands and non-support brands. It was decided to introduce such separation in order to tender additional support for most successful brands in order to achieve sustainable profit growth.
As company official sustain “this project will be realized by focusing on a few high-potential brands, by being the most innovative tobacco company, and by developing superior relationships with retailers and adult smokers”.
From supported brands are: Camel and Kool. To Selective-Support Brands belong: Winston, Salem, Doral, Pall Mall and to non-support brands go: Barclay, Lucky Strike, Belair, Misty, Capri, Monarch, Carlton, More, GPC, etc.
Camel is a "Pleasure to Burn" that was introduced in 1913 as R.J. Reynolds' first most important smoking cigarette brand and the country's first nationally marketed cigarette. Only after four years of appearance on tobacco markets Camel due to its unique blend of flue-cured, burley and exotic Turkish tobaccos made it the nation's No. 1 selling brand. Distinctive components that make Camel cigarette to become leader are: original, rich heritage, flavorful cigarette. Al those that stopped their choice on Camel cigarette brand are invited to enjoy pleasure to burn at www.camel-cigarettes.net.
Camel is an investment brand because it is R.J. Reynolds' largest and fastest-growing full-price brand and has a track record of consistent share growth and marketplace momentum. And the brand's relevant and unique positioning has made it one of the few full-price brands in the industry that has shown sustained growth.
Another support brand is KOOL that was introduced in 1933 as first menthol brand to gain nationwide distribution and its superior refined menthol taste make this smoking brand a recognizable international mark. Parent producers had created for this brand its own country that can be accessed here lately.
Susan Ivey, president and chief executive said: “These two investment brands will be the company's highest-priority brands and will receive 80 per cent of Reynolds's marketing dollars”.
