British American Tobacco - Winning Through Better Quality

Topics: Marketing, Brand, Price Pages: 4 (1228 words) Published: April 18, 2008
British American Tobacco is the world's most international tobacco group. Through more than 100 years of operations, British American Tobacco have built a strong international reputation for high quality tobacco brands to meet consumers’ diverse preferences. British American Tobacco have never believed that ‘one size fits all’. Their portfolio, of some 300 brands, is based on distinct ‘must-win’ consumer segments - international, premium, lights and adult smokers aged under 30. Their four Global Drive Brands - Dunhill, Kent, Lucky Strike and Pall Mall - are well represented across the segments and since 2002 have together grown volumes by 62 per cent. While developing their Global Drive Brands is central to their strategy, B.A.T are also increasing the profile of Vogue in the super premium segment and Viceroy, a leading low price international brand. Much of the growth of their leading brands is driven by innovation – from filters to flavours and packaging to cigarette formats. British American Tobacco invest in positioning high quality brands competitively for the adults who’ve decided they do want to buy tobacco. And they’ve shown that through focus, intelligence, responsiveness and a high priority on responsibility, they can successfully build the brand loyalty of adults who have chosen to be tobacco consumers and win consumers away from competitor brands. A billion adults worldwide choose to consume tobacco. The aim of B.A.T is not just to maximise their share of sales – value and quality are high on their agenda. B.A.T aim to keep adding value for their consumers, trade customers and shareholders through an approach call ‘win-win-win’. This means giving their consumers premium value through premium quality and unique, differentiated brands, enabling their trade customers to benefit from premium margins and, by satisfying both consumers and trade customers, delivering long term sustainable value for their shareholders. The global drive brands of British...
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