The French to Try Fortuna
Altadis has set going its global Fortuna brand in Russia. It is the second brand launched by the company here in the last half-year, the previous one was Brilliant cigarettes. The analysts say Altadis attempts to step up capitalization to be able to dispose of business should tobacco sales decline globally.
Altadis has launched production and sale of its global Fortuna brand in Russia, said Vincent Lutens, marketing director at Altadis Russia. Fortuna is sold in 44 cities, costs 16 rubles and is represented in three variants - full, lights and super lights.
The company’s representatives haven’t disclosed promotion budget for Fortuna. According to Lutens, it will match similar budgets of key rivals - L&M (Philip Morris) and Pall Mall (British American Tobacco).
With Fortuna, Lutens said, the company has established its Russian portfolio of brands. The pioneering brand was Balkanskaya Zvezda that was acquired together with Yaroslavl Tobacco Factory. Now Altadis offers four more brands in different price segments - Brilliant, Fortuna, Gauloises, Gitanes.
The company’s investments in Russia’s business grew ten fold in 2006, Lutens said. Russia that is in size the third market after China and the United States is of vital significance for Altadis and the company will be strengthening its standing , Lutens specified.
www.kommersant.com
All the Article in Russian as of Dec. 01, 2006
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