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uuNnlLL
1C wlLh lLs klng slzed range was launched uunhlll back ln uecember 2003 ln aklsLan as a quallLy
offer for Lhe Lop end markeL lL was freshly lmporLed from Slngapore and launched LargeLlng Lhe
super premlum segmenL uunhlll cenLenary celebraLlons was Lhe hlghllghL durlng Lhe year 2007
where llmlLed edlLlon packs were launched accompanled by Lhe launch of a web slLe
(wwwdunhlllLobaccocompk)
uunhlll's was relaunched ln 2008 whlch revolved around quallLy producL and new prlclng keeplng
Lhe premlum cues lnLacL WlLh Lhe relaunch Lhe producLlon was locallzed prlce reposlLloned and
dlsLrlbuLlon was expanded ln addlLlon Lo Lhe lnLroducLlon of Lhe 10s packs ln boLh lull llavour and
LlghLs varlanLs ln 2010 Lhe dlsLrlbuLlon of uunhlll has been expanded Lo Lop 21 markeLs across Lhe
counLry 1he brand has a markeL share of ___ ln Lhe year 2010

8N5ON 4Nu nu65
8enson Pedges one of Lhe largesL franchlse ln Lhe premlum segmenL was launched ln aklsLan ln
March 2003 1hey launched Lhe llghL varlanLs ln 8enson Pedges ln AugusL 2004 ln 2006 Lhe brand
was launched ln a new packlng 1he brand slnce lLs launch has been able Lo bulld sLrong brand
loyalLy among lLs consumers showlng excellenL year on year growLh and has a markeL share of ___ ln
2010 1he brand ls caplLallzlng on lLs lnLernaLlonal equlLy
lOnN PL4Yk 6OLu L4l
!ohn layer Lhe founder of !ohn layer Sons gold sLarLed Lobacco selllng buslness ln 1877 ln
Lngland 1he brand was launched ln aklsLan ln year ____
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1he brand has achleved hlghesL level of growLh raLes lL's one of Lhe mosL favourlLe clgareLLe brands
ln aklsLan and ls en[oylng leadershlp ln lLs segmenL from lasL couple of decades ln Lhe year 2008 a
greaL shlfL Look place ln !CL communlcaLlon plaLform 1hls need for a new plaLform resulLed ln Lhe
blrLh of a new era ln !CL rlch hlsLory by Lhe name of kNOw wnA1 MA11k5 (campalgn) whlch
revolved around Lhe brand commlLmenL Lo provldlng Lo lLs consumers a quallLy producL 1he brand
afLer Lhe launch of lLs new pack ln 2009 followed by a relnforcemenL campalgn ln 2010 helped Lhe
brand Lo malnLaln lLs markeL share of 82
c4P514N 8Y P4LL M4LL
all Mall an lnLernaLlonally renowned brand was launched ln aklsLan ln !une 2006 wlLh full flavour
llghL and menLhol varlanLs ln Lhe medlum segmenL 1he ma[or sLep 1C Look was LhaL ln year 2007
Lhey comblned CapsLan and all Mall and CapsLan by all Mall was launched ln a new modern pack
1hls brand provldes a leadlng offer ln Lhe medlum segmenL and has a markeL share of __
copston by Po// Mo// Oriqino/ was launched ln !une 2010 ln Lhe low medlum prlce segmenL by
aklsLan 1obacco Company CbMC was able Lo capLure 11 share of Lhe markeL by Lhe end of
2010
6OLu lL4k
Cold llake wlLh lLs markeL leadershlp poslLlon ls known Lo be Lhe volume drlver aL aklsLan 1obacco
Company ln low prlce segmenL 1he brands celebraLed lLs 100 years of exlsLence by launchlng llmlLed
edlLlon offers ln year 2010 1he brand has also been used effecLlvely ln llne wlLh Lhe company's
porLfollo sLraLegy Lo arresL volume losses ln Lmbassy Cold llake ls obLalnlng for lLself hlgh sLandards
of growLh wlLh double dlglL growLh for Lhe lasL decade and was able Lo obLaln a markeL share of
224 ln 2010


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M8455Y
Lmbassy was launched ln laLe 1980's ln Lhe low prlce segmenL by 1C 1he brand ls belng prlced
sllghLly below Cold llake as lL faces Lough compeLlLlon from cheaper offers ln Lhe Lax evaded secLor
as well as some ouLswlLchlng Lo Cold llake 1he brand ls mosL popular ln un[ab where lL en[oys a
leadershlp poslLlon
wlLL5 klN6
Wllls klng was re launched ln 1997 WlLLS klnCS new blend was launched ln 1998 and Lhe alm was
Lo caLer Lo Lhe changlng consumer needs lL was recelved wlLh warmLh and pleasure by Lhe
consumers and Lhe brand share has grown ever slnce lLs re launch
















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PkOuuc1 POk1lOLlO Ol P1c
DUNnILL 8LNSCN nLDGLS

CAS1An 8? ALL MALL !CPn LA?L8 CCLu LLAl


CCLu lLAkL LM8ASS? WlLLS klnC


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8k4Nu PO5l1lONlN6 2010

PAK1STAN TOBACCO COMANY
SLPIR PRIMILM SIGMINT { Rs. 6g-,g)
Benson und Iedges
DunIIII ( IIgIL & Iurd)
PRIMILM SIGMINT { Rs. gg- 6g)
JoIn PIuyer GoId euI
MIILM SIGMINT {Rs.o-qg)
CupsLun by PuII MuII
LOW MIILM PRICI SIGMINT {Rs. o-o)
GoId IIuke
CupsLun by PuII MuII OrIgInuI
LOW SIGMINT { Rs. 1g-o)
Embussy
WIIIs KIng


L4k5ON 1O84ccO cOMP4NY Others
SULk kLMIUM SLGMLN1

Malboro

Med|um segment
ark Lane

8ed WhlLe

Low segment
Morven Cold
ulplomaL

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k2