new kind of PARLIAMENT

New species of cigarettes will be distributed exclusively by reservation. Experts believe that if properly positioning Parliament Reserve will be successful. Philip Morris will introduce a new brand of cigarettes Parliament Reserve in Russia at the end of October. Cigarettes will be issued in a new format in the form of packaging portsigara recommended price of 200 rubles (10$). 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," - says the manager for media relations Philip Morris Irina Bahtina. She explained that the new order cigarettes can 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" - adds Bahtina. Recall Philip Morris already ran two series of limited edition in past New Year holidays - one for Marlboro and Parliament. Limited Series Marlboro had a stack of silver, which has opened the side like lighters, and the bonus Parliament 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 - in expensive restaurants.

According to Business Analytica, on the basis of sales for the first eight months of 2006 the proportion of cigarettes Parliament 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 Andrei Sterlin 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 such advertising campaigns "- explains Sterlin. Rukovoditelotdela to work with the federal network of Korea Tobacco & Ginseng (ran a limited version of Esse cigarettes worth 120 rubles. For the stack) Alexander Korostylev believes that the method of subscription Philip Morris wants to test the success of the new series Parliament. "It is possible that if the number of subscribers will increase Parliament Reserve start to the public.