Gallaher introduces price marked Sterling packs |
| Friday, 10 October 2008 | |
 Gallaher is launching new price marked packs for Sterling that will move the brand into the ‘super value' sector. The move is designed to help retailers at a time of economic instability and when adult smokers will be looking for more value for their money. The new Sterling price marked packs, which are being launched at £4.20 for King Size 20s and £4.25 for Superkings, represent a significant decrease in price. This is a reduction from the recommended retail price of £4.50 and £4.59 respectively. Jeremy Blackburn, Gallaher's Head of Communications, says, "Money is tight and this change is designed to help retailers and adult smokers alike. This is not a time to over burden retailers with extra stock and facings, which is why we have made this change to our existing Sterling brand. "The best news is that the new price marked packs will provide retailers with the same cash margin, which means that retailers who sell the new price marked packs will be able to profit from Sterling sales as normal but spend less to do so." Sterling is the number one brand in the value segment, and has performed exceptionally since its launch into all channels in January 2006. The brand accounts for nearly 5% of the total cigarette market. Blackburn concludes, "Gallaher recognises that retailers need support in sectors of the tobacco market where growth is being experienced. To launch a new brand at this time would only put more pressure on retailers, which is why we have made Sterling temporarily available at this price." Price marked packs will be available from 27 October 2008. Source: Gallaher Gallaher V Imperial? Related Articles
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