Dunhill Orient Limited Edition in South Korea
On the 1st day of December British American Tobacco Korea, the Korean subsidiary of BAT, the second-largest tobacco company in the world, launched new styles of its flagship Dunhill cigarettes brand, called Dunhill Orient. Dunhill Orient is marketed as a limited edition and first king-size cigarette brand in South Korea, the fourth-biggest economy in Asia.
According to BAT Korea press-release revealed last Wednesday, the latest premium product added to the company’s brand portfolio is expected to perform very well in the Korean market because of its refined tobacco blending intended for providing a distinct, inimitable and gentle aroma made from a unique oriental blend comprising the finest sorts of tobacco leaves grown in the sunny mountains in Southern Greece.
Guy Meldrum, British American Tobacco Korea Executive Director admitted in official statement that Dunhill Orient will give local adult cigarette lovers the superb quality tobacco and a premium aromatic taste. He added that they believe adult smokers would be able to appreciate the taste and feel the subtle yet bold aroma while indulging the premium smoking experience provided by Dunhill Orient.
Dunhill Orient is selling in three styles, varying by strength and nicotine amount (6 milligrams of nicotine, 3 milligrams and 1 milligram) at the average price per pack of 2,500 won.
Last July BAT Korea launched Dunhill Freeze, a menthol limited edition of Dunhill Brand, which was specifically developed to provide adult smokers with a one-of-a-kind refreshing experience. According to the company statement, Dunhill Freeze was a unique combination of cooling menthol flavor and Dunhill’s distinctive intense aroma, packed in an “icy” package and ready to give chilling sensations that could impress even the most fastidious smokers.
British American Tobacco (BAT) Korea is showing some great performance recently, as the Asian subsidiary of world-famous tobacco giant has gained the loyalty of Korean smokers using the marketing strategy doing focused on local tastes.
BAT Korea initially reached the top of the ranking at the National Customer Satisfaction Index (NCSI) in the tobacco industry segment in 2004, and has been holding this position for the last 5 years now. The Seoul-based tobacco company gained popularity in Korea with their premium quality brands Dunhill and Vogue. It has also left behind several local companies, in a dramatic move to the second position in Koran cigarette market, behind KT&G.
These factors contribute to increasing BAT Korea market share. In conformity with a market research made by AC Nielsen, British American Tobacco Korea gained 18 percent of the market within the third quarter of 2009, taking the second place behind industry leader KT&G. The research discovered that KT&G still holds a firm leadership in the market with a 60.5 percent market share, thanks to its flagship brand Esse, however KT&G has lost almost 10 percent to BAT Korea then.
By Kevin Lawson, Staff Writer. Copyright © 2010 TobaccoPub.com. All rights reserved.
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