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.
Scope
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 buy
What is Rothmans?Why were low-cost Rothmans variants launched?
How does BAT tailor its product offering to satisfy differing consumer needs in different markets?
Companies mentioned
None
Table of Contents
List of Tables
List of Figures
Pricing
Discounts available for multiple purchases.