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Wednesday, February 23, 2005
After Philip Morris launching NEXT just a while ago, BAT counterattacks with bringing Dunhill in the Romanian Market.
Even though they will not be direct competitors, BAT's move is seen as a direct response to the NEXT launch.
Dunhill will be the first super-premium cigarette brand in the Romanian market, with pricing of about 44.000 lei.
Currently, the most expensive cigarette on the Romanian market is Parliament, priced at 38.000 lei. Parliament is followed by Kent, Marlboro and Camel, priced at about 34.000 lei.
The move is also connected to the future rising in cigarette prices (it should come with Romania getting closer to the EU). If the prices will rise as predicted (the average cigarette will be around 70.000 lei by 2007), the difference between premium brands (Kent, Marlboro, Camel, Parliament) and super-premium (Dunhill) will be a minor one, so the market potential is great.
Currently, the Romanian cigarette market is leaded by Philip Morris (with brands like Marlboro, Parliament, Next) with 36% market share followed closely by BAT (represented by Kent, Winston and - to follow - Dunhill) with 34%. JTI is third with 17%. (Business Magazin estimations)
Posted by Mihai Botea : 2/23/2005 01:22:00 pm
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