Success Case Study: Rothmans Gold and Silver – Leveraging latent equity through mainstream pricing

Date: 2015-11

Canadean constantly monitors the big winners and losers in the fast-moving consumer goods industry. Each case study in this research series is supported by an objective summary and tangible evidence of success or failure, and then contextualized by our own research and analysis.
Brands can significantly benefit from developing an in-depth understanding of the reasons for the success and failure of new product launches or marketing campaigns. This case study identifies how Rothmans was able to gain further traction in the UK’s competitive and highly legislated tobacco market due to mainstream pricing and its underlying heritage.

Key Findings
– In 2012, Rothmans introduced new low cost variants to the UK market, revitalizing its quality and heritage reputation.

– Strong growth, albeit from a low base, was furthered by its entry into British American Tobacco’s Global Drive Brands list in 2014.

– Positioning Rothmans as a “”contemporary value for money brand”” appealed to price-conscious smokers who had down-traded due to financial concerns.

– Success Case Study: Rothmans Gold and Silver is part of Canadean’s Successes and Failures research and explores the success of the Gold and Silver variants of Rothmans cigarettes in the UK and later globally.

– It delivers critical “”what?””, “”why?””, and “”so what?”” analysis to teach you crucial lessons that increase your chances of launching successful products.

– Use Canadean’s selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

– Reduce the risk of failure by learning from brands/products that have underperformed: failed innovation can severely impact profit and reputation.

– Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

– Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

– Access valuable strategic take-outs to help direct future decision-making and inform new product development.”


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