Korea's Lucrative Super-Premium Segment Targeted

Source from:  Tobacco Reporter 06/07/2011

British American Tobacco (BAT) Korea is due this week to launch Dunhill Switch in packs featuring the company's RELOC technology, according to a story in The Korea Times. "We are launching Dunhill Switch for Korean consumers who prioritize quality first and foremost," BAT Korea CEO, Stephan Liechti, said in a press note. The cigarette has also a filter with a small liquid-filled menthol capsule that can be activated by the smoker. BAT Korea is aiming to use the new product to expand its share of the Korean market's lucrative super-premium segment, which saw double-digit growth last year. According to Nielsen, the super premium segment accounted for 7.11 per cent of the overall market in April. The super-premium segment includes cigarettes that are sold for more than Won2,800, on a market where most cigarettes are priced between WON2,500 and WON2,700. Enditem