Financial Daily from THE HINDU group of publications
Friday, Apr 09, 2004
Financial Daily from THE HINDU group of publications Friday, Apr 09, 2004 |
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Marketing
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New Products & Services Godfrey Phillips introduces new cigarette brand Maxus Our Bureau
Hyderabad , April 8 GODFREY Phillips India Ltd (GPI), the second largest player in Indian cigarette industry, has launched Maxus brand of cigarettes here. The company claims that Maxus is a "regular-size cigarette with king-size quality". According to GPI's Senior Vice-President (Sales), Mr Bhisham Wadhera, the company had put together a pool of local and international talent to develop the new brand. The team comprised industry experts, tobacco blenders, corporate planners and brand consultants. Positioned at the premium end of the regular segment, Maxus is priced at Rs 20 a pack of 10 cigarettes. Mr Wadhera told newspersons that the test results of Maxus had shown that 90 per cent of the first-time smokers of the cigarette had the intention to buy it again. Hence, he was confident that Maxus would set a new benchmark in the regular-size cigarette segment that accounted for 56 per cent of the country's cigarette volumes worth Rs 12,000 crore. The GPI's Vice-President - R & D, Dr Biswajit Deb, said that Maxus contained Virginia tobacco imported from Brazil. The paper used was made of international quality flax and the cigarettes filter was also made of fine quality imported material.
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