Parliament Cigarettes will become the exclusive

The company Philip Morris arrives at the Russian market exclusive version of a family of cigarettes Parliament Reserve. New species of cigarettes will be distributed exclusively by reservation. Experts believe that if properly positioning Parliament Reserve will be successful.

Cigarettes will be issued in a new format in the form of packaging portsigara recommended price of 200 rubles. for the stack. Sales of the new series will not be limited in time, but will be limited circulation: one-customer can order from one to three blocks of Parliament Reserve. Book new cigarettes could be only through distributors Mercure and only in Moscow. "The order will be delivered to the house, which also will stress the core brand values: exclusivity, modernity and high quality - the series is designed for affluent consumers who appreciate this.

Recall Philip Morris already ran two series of limited edition in past New Year holidays - one for Marlboro Cigarettes and Parliament Cigarettes. Limited Series Marlboro had a stack of silver, which has opened the side like lighters, and the bonus Parliament Cigarettes changed the color to blue metallic tutu. But unlike Parliament Reserve, the two series can be purchased at retail prices, and restaurants: Marlboro - at the BP gas station and about 200 locations HoReCa, Parliament Cigarettes - in expensive restaurants.

According to Business Analytica, on the basis of sales for the first eight months of 2006 the proportion of Parliament Cigarettes on the national market by volume (excluding sales in the catering points) was 2.1% (for the same period last year the figure was 1.8%) . General Director of Business Analytica believes that the sale Philip Morris is not aimed at increasing sales. "Usually, these flags are purely branding and aimed at enhancing the loyalty of certain stratum. when limited series, the desire to buy the product gets bigger. Most of the people who smoke cigarettes premium, for reasonable money feel that they are involved in the highest category, based on this big impression part of these campaigns.

"It is possible that if the number of subscribers will increase Parliament Reserve start to the public.

If the project does not justify itself, the company may terminate its sales of publicity without risking its failure. When promoting new series is doomed to success. "Many producers have brands, which are sold through private subscription. example, Treasurer tutu in aluminium (cigarette company vypuskayuschiesya Chancellor Tobacco), faces even more expensive - about $ 30 - and have a steady demand.