Do you know
that many smokers think that low-tar or so-called light or ultra-light cigarettes are healthier then full-strength smokes. Reducing tar levels cigarettes company also tends to lower nicotine levels. It has been proved that smokers unconsciously compensate for the loss of the nicotine. Smokers of low-tar cigarettes inhale more deeply and have smokes more often.
As a response to public health concerns tobacco companies have introduced low tar cigarette brands such as L&M Lights and Marlboro Lights. These cigarette brands are packaged in such a way as to look that they are less harmful than conventional cigarettes.
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Parliament Cigarettes
Parliament is another famous brand of cigarette manufactured by Phillip Morris. Parliament brand is kind of a phenomenon of the Russian market. Parliament cigarettes sale on American market has fallen to 3,5% from the entire Philip Morris’ range of products, while in Russia, the sales of Parliaments constitute almost 15%. For the manufacturer and Parliament sellers, it was very important to understand the needs of Russian tobacco market, before launching Parliament cigarettes. As a result Parliament cigarette brand is now the leader of premium-segment on Russian cigarette market. The marketing strategy of Phillip Morris company was based on the standards of company’s transnational policies. So, although Philip Morris owns more then 50 trade marks, maximum ten of them are available on a foreign market.
Before offering any of its brand on the Russian market, Phillip Morris along with a local company made a research in order to find what cigarette niche was not occupied. Another interesting fact about Parliaments is that the positioning of this cigarette brand strongly differs from one market to another: in USA, for example, Parliament cigarettes are usually smoked by men, while in other countries, these cigarettes are usually smoked by styled people, which attempt to differ from all rest.
In the middle '70s, Parliament cigarettes were the first to be sold beyond limits of USA. However, the cigarette brand occupied strong positions only in Japan, Argentina, Israel, Turkey, and recently - in Russia. In rest of Europe, Parliament cigarettes are not very well-know as Philip Morris is more concentrated in the development of Marlboro brand.
In 1996, when Philip Morris find out that the elite cigarette niche in Russia was practically free, they decided to import Parliament, as a trial move.
Parliament cigarettes actually differ from other cigarets brands; Parliament filter is of white color, as well as the angles of bundle are rounded. Generally speaking, the white color of filter is usually considered by smokers as a 'premium color'. When the company figured out that the product is successful even without any advertising support, it was decided to develop an ad campaign in order to strengthen its positions. However, being afraid that a huge ad campaign could negatively affect the image of premium cigarette brand, Philip Morris decided launch a small, but very focused campaign.
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