Philip Morris Limited has introduced price-marked packaging (PMP) for Marlboro Gold Touch, its slightly thinner Marlboro Gold cigarette aimed at budget-conscious smokers. The PMP is the first to feature on any Marlboro-branded cigarette.
A new cellophane wrap features a royal blue fingerprint design that highlights the brand’s current RRP of £6.85 for 20 sticks. Philip Morris says the introduction of the PMPs are part of a focus on supporting the brand via targeted trade press advertising and activation with key cash and carry customers.
The Marlboro Gold Touch price marked packs will be available until stocks last, and Zoe Smith, Marketing Director for the UK and Ireland comments:
“A key trend in tobacco retailing is adult smokers seeking value for money and down-trading. However, whilst the value market is growing, Marlboro is an iconic, best-selling cigarette brand, so it’s vital that we retain our premium credentials whilst evolving to meet the needs of today’s adult smokers.
“Down-trading needn’t be detrimental to sales because Marlboro Gold Touch offers adult smokers a quality cigarette at a more affordable price point, and offers the retailer a decent trade margin.
“Communicating value for money is very important, so price marked packs of cigarettes are invaluable to the independent retailers in order to help increase loyalty of adult smokers to their store.”
Research from consultant him! shows that PMPs reassure adult smokers of value for money, and the majority would always buy them over non-price marked packs if they were available.