Rothmans Gold & Silver: Leveraging latent equity through mainstream pricing
- Pages: 16
- Published: December 2015
- Report Code: ML00019-067
In 2012, Rothmans introduced new low-cost variants to the UK market, revitalizing its quality and heritage reputation. Strong growth, albeit from a low base, was furthered by its entry into British American Tobacco’s (BAT’s) Global Drive Brands list in 2014.
Learn about the Rothmans brand and its heritage
Understand how British American Tobacco is leveraged the brand's heritage to appeal to price-conscious consumers
Analyze Rothmans tailored marketing and product strategy.
Assess the success of Rothmans low-cost variants.
Reasons to buyWhat is Rothmans?
Why were low-cost Rothmans variants launched?
How does BAT tailor its product offering to satisfy differing consumer needs in different markets?
Table of Contents
BRAND INVESTMENT AND APPEALING PRICING ATTRACTS LAPSED CONSUMERS
A heritage brand with lapsed equity
Compelling price position attracted lapsed consumers
Enhancing brand investment has seen further expansion
Rothmans brand volume growth: Strong performance
ENTERING VALUE SEGMENT WITH RECOGNIZED BRAND TO TARGET MASS MARKET
Entered value segment while maintaining quality proposition
Mid and value-priced products are bought by the majority
Communicating brand reputation through pack updates
Elevate the "feel good" smoking occasion
TAILORING BRANDS TO ALIGN WITH GENUINE CONSUMER NEEDS
Different consumer considerations in different markets
The brand’s global growth proves the efficacy of tailoring
Success not limited to Eastern Europe
Rothmans’ success attributable to number of time-sensitive and extended factors
Ask the analyst
List of Tables
List of Figures