BrandBelmont

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Brand Belmont

In 1990, before the introduction of the TAP Act, PML launched a new (unsuccessful) brand, Belmont, to compete with Rothmans� Winfield, and "to ensure a balanced aggressive portfolio entering the print ban era". Belmont�s launch plan was classic integrated marketing, combining OOH, press inserts, POS, distribution, aggressive direct marketing by mail to Winfield smokers, and premiums in convenience retail outlets as incentives for both retailers and customers. Thirty hostesses in hotels and clubs offered samples and trade-ups (a free pack of Belmont cigarettes for smokers in exchange for the pack of competitor brand being smoked), playing "a critical role within the tactical mix in gaining trial amongst targeted opposition smokers, building awareness and creating word of mouth communication".

The reports were faxed directly to BAT (UK and Exports) in Woking in Britain and to Biggott, the Venezuela-based manufacturer of Belmont cigarettes, the main smuggled brand.

The company signed a "consignment agreement" with Romar over their huge stocks, stipulating that the Belmont cigarettes remained BAT's property, until they had been disposed off in Maicao and a "depletion report" had been sent to Geneva.


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