British American Tobacco Korea marked down the price of its Vogue Prima brand to 4,100 won ($3.60) from 4,300 won Monday.
BAT Korea said the price cut will allow smokers a broader opportunity to enjoy the superslim Vogue “at a more reasonable price to adult smokers in Korea, in order to meet the increasing demand for superslim cigarettes in Korea.”
According to a survey conducted by AC Nielsen 2015, superslims have become an influential player in the domestic cigarette market, accounting for more than 30 percent of total domestic tobacco sales. In the superslim market, products with 4.0 milligrams or more of tar, such as Vogue Prima, take up about 30 percent of the market share, the survey revealed.
Launched in December 2014, Vogue Prima boasts unique charcoal filters tailored to consumers who enjoy a smooth taste. Vogue Prima is highly favored among middle-aged smokers looking for superior-quality products at an affordable price.
“BAT Korea has decided to cut the price of Vogue Prima due to the increased presence and preference of superslim brands in the Korean cigarette market,” BAT Korea CEO Guy Meldrum said.
Vogue Prima contains 4.0 mg of tar and 0.40 mg of nicotine.
(joowonc@heraldcorp.com)