How diligently note, experts in all segments of the Russian market is now observed shift in consumer preferences towards the products of a higher price level. The target audience of buyers of cigarettes – is not an exception to the general trend. Here, of course, affected by the increasing level of income. «Honey products likely to be more qualitative, and therefore, better to taste», – looks smoker. However, the crucial role played by all the same issue of image – to smoke cheap, «nebrendovye» cigarettes now unfashionable. This image factor is largely formed by the producers themselves, who are constantly out on the market for new types of cigarettes and unusual packaging format. «If you compare different types of goods of daily demand, the image component is most pronounced in the package of cigarettes. It must transmit the essence of branding, and communications through packaging to each adult smoker, in contrast to, for example, advertising in the press, where the terms of the audience may be limited », – said Eugene Khoroshilov, manager of marketing services company« Philip Morris Seylz end Marketing » . Moreover, the ban outdoor advertising of tobacco products and restrictions on future cigarette pack gradually become the main and sometimes the only channel of communication with the end user. That is, the manufacturer remains the only hope for their ingenuity, coupled with a curiosity buyer. And, as evidenced by the sale, original new items are in demand, even though smokers inherent high degree of loyalty to the «favorite» stamps. The point is that the audience of Russian consumers of tobacco rapidly «younger», a young, as we know, tend rather to experimentation and new searches, rather than to permanence: they are much more willing than men and middle-aged, have responded to the new proposals manufacturers. But the bulk of the new target is 18-35-year-old. It is a fact that most new products appear in the existing, long-established brands in the market, and the transition from product to product within the same line is carried out much easier than a change of brand. «Russian Adult smokers are showing great interest in the stylish design and original format of the package in virtually every price segment, – said Eugene Khoroshilov. – In view of growing demands for quality and style of the modern cigarette packaging design trends to be dictated by the dynamic atmosphere of today’s megacities. These trends include ergonomic features in the package: package with rounded corners, non-traditional formats of the type of perfume box, original ways of opening the package, for example, on a lighter side, «sliding cover», etc. The presentation of the package are being used increasingly for relief from and various embossed surfaces, luxurious colors, metallic or pearly luster. In addition, in many cases, along with improved packaging change for the better and the product itself ».
Last year was marked by a series of innovative launches in the tobacco market, the innovations were in the prestigious segment above 30 EUR. for the stack, and all the manufacturers, without exception, have shown the original packaging «finding». One of the most exciting solutions in the Russian subsidiary of the company «Philip Morris International» believe the appearance of cigarettes to women Uno Virginia Slims in a new pack format for Russia Perfume Box. Derivation of new products in February, as part of the proposed two products – in a package of white and black. But if you have a color always reflects the difference in taste or strength product, the cigarettes were identical – only different color. Thus, the bundle of Uno Virginia Slims positioned as a fashion accessory «haute couture», which is picked up in tone to the wardrobe, and the cigarette – as a kind of fetish. A month later, after Uno Virginia Slims in stock brand Glamour company Gallaher also introduced two new items – Pinks and Menthol – to pack a similar format, but at a lower price segment (around 25 EUR. For packaging).
In May 2007 the first distinguished «horse» Marlboro: the Russian market appeared cigarettes Marlboro Filter Plus in innovative pack with sliding lid – this is the fifth version of the famous design brands. «We have always paid special attention to the development of the cigarette package – underline the company’s specialists« Philip Morris Seylz end Marketing ». – And this time decided to not just change for the better standard model for cigarettes packs – we have said a new word in its design. Good graphics, a modern color scheme by engaging in cutting and a unique sliding lid – all this creates the ideal package for cigarettes, produced by innovative technology: Marlboro Filter Plus chetyrehsektsionny filter and are characterized by low content of tar. Design Division developed a package of product development and packaging of Marlboro «Philip Morris International» with the Leo Burnett Chicago and other international advertising agencies ». Almost simultaneously with «Philip Morris International» made «trump progress» company «BAT Russia», submitted to the Court of the Russian public in Kent Nanotek package format Compact King Size. Home «salt» those cigarettes that at length King Size (83 mm), they are compact due to the diameter of 5 mm instead of the standard seven. Pack Kent Nanotek, made in accordance with current design trends, almost two times thinner than a standard packaging format for King Size. Thus, the company has managed not only to withdraw the product in the popular format Supers Slims, but also to capture a new target audience: if you have a thin cigarettes were addressed exclusively to women, then Kent Nanotek – a sort of «unisex», focused equally on men. «All the world is seeking to become smaller, while retaining the functionality, – computers, media, mobile phones. We have decided to embody this idea in cigarettes – said Mark Herman, director of consumer marketing «BAT Russia». – Therefore running the product will combine the compact size, and flavor characteristics of the format of Kent cigarettes King Size. Another trend that is relevant to the Russian market of tobacco products – is growing premiumnogo segment, in which the brand Kent is a leader for almost three years. As of March 2007, Mark took a segment 24,3% ». Analysts prorochat novelty as the bright prospects for profitability and market share. JTI Russian unit near the end of last year also witnessed respects innovation. In November it was announced the launch of the Russian market cigarettes Camel Natural Flavor. Even judging by the name, it becomes clear that the emphasis is on a very popular theme of naturalness: in the manufacture of these cigarettes do not use any flavorings and flavoring additives. Packaging design is made in the now fashionable style «elegant minimalism» – natural «calm» tone, at least graphic elements and inscriptions. Pack made from unusual cardboard to look and feel like leather trim, a silhouette of a camel is not just printed and cut. Development of the concept of brand has been known London company Nude Brand Creation. While sales are testing a new product only in St Petersburg: how to say in the company, «here Camel brand feels very confident, and the St. Petersburg to smokers tend to a European consumer behavior».
By the way, JTI can be called a pioneer in the Russian market of «natural» cigarettes only conditionally: American company Natural Tobacco much earlier offer our customers the brand of cigarettes Velvet, which are positioned as a product solely of tobacco without chemical additives and offal. But, as has been repeatedly demonstrated experience in marketing, new names, even with the innovative concept and unusual packaging, sponger in the Russian market cigarettes with great difficulty. The originality of the product does not guarantee success, especially if the pack has already been proven there is no brand name, but behind him there is no manufacturer’s established distribution channels and at least malomalskoy advertising support.
