Rothmans Gold & Silver: Leveraging latent equity through mainstream pricing

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

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Table of Contents

OVERVIEW

Catalyst

Summary

BRAND INVESTMENT AND APPEALING PRICING ATTRACTS LAPSED CONSUMERS

A heritage brand with lapsed equity

Compelling price position attracted lapsed consumers

Enhancing brand ...

OVERVIEW

Catalyst

Summary

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

CONCLUSIONS

Rothmans’ success attributable to number of time-sensitive and extended factors

APPENDIX

Sources

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