ATL&BTL Competitors activities

1-st quarter 2007

Russia _Moscow

CONTENET

• BAT• PM• JTI• ITG• GALLAHER• Innovation Tobacco• ACTC/ Nevo Tabak

BAT

• Pall Mall• Vogue • Kent• Viceroy regular• Dunhill

Pall Mall

BAT_Pall Mall Jan-Feb PRESS

Limited Edition “Open The city in new format”

promoemblem

Since the mid of February, 2007 the brand Pall Mall has begun to place it’s advertising posters in Moscow’s hairdressing saloons.

The visitor fulfill the form, delivers to manager and receives the gift

BAT_Pall Mall March PRESS

“Sun ripened tobacco”

Magazine: Afisha Msc

BAT_Pall Mall March promo-actionProgram: “The sun excite the taste”Mechanism: stimulate lottery Territory: Russian Federation Dates: 26.03.2007 -31.05.2007 Conditions:1. Send four (4) insertions and fulfilling

form to required address OR1. Register four (4) codes from in-packs

on web-site and get thermo-mug 2. Send SMS with code from in-pack to

number 2880*and get melody for your mobile phone.

3. Prizes: - Thermo-mug chameleon- Melody for mobile phone Media: internet www.imagethat.ruOther methods: hot-line 8 800 200 1899

promo-pack

in-pack

form in insertion

Vogue

BAT_Vogue LAUNCH

Magazine: Marie Claire, Afisha MIR

Launched of new brand Vogue Blanch and Noire with retail price 80 RUB

Support in press and POS

March

BAT_Vogue web-site

http://www.vsensation.ru/

first page

With links to: - Life Style category and - Art de Vivre

Link to registration

March

Kent

Jan - FebBAT_Kent PRESS

Sponsorship of rubric “Mechanics”

BAT_Kent PRESS_PR

Magazine: Marie Claire, Afisha Mir, Time Out Spb

Phenomenon. Design.

“Unique mild taste”

March

Viceroy

BAT_Viceroy_regular PRESS

“Viceroy means quality”

Magazine: Liza, Otdokhni

Jan – Feb - March

BAT_Viceroy_regular INDOOR

Spb_underground

open market

Buy one carton – get mug

March

Dunhill

BAT_Dunhill PRESS

Jan - Feb

GwP_Spb

Passive promo on refueling stations “Shell”:

Buy three packs of Dunhill and get music CD as a gift.

Also promo-activity in HoReCa.

BAT_Dunhill Top Leaf Launch Jan – Feb - March

Launch in January, 2007 on the Russian market Dunhill Top Leaf with retail price 120 RUR

- Buy ONE PACK (120 Rub) and get AUDIO BOOK for free

GwP

PM

• Virginia Slims UNO• Chesterfield• Marlboro• L&M• Virginia Slims• Muratti

VIRGINIA SLIMS

PM_Virginia Slims UNO PRESSFebruary

Launch of UNO Virginia Slims in white and black packs. The pack form alike perfume pack

The retail price 40 RUR

PM_Virginia Slims UNO PRESS

“Originality UNO”

Magazine: Marie Claire

March

PM_Virginia Slims re-design

Concurrently with Virginia Slims UNO launch the family design has changed

“New pattern of lights tastes”

face reverse

This visual used for indoor campaign in underground

Pack paper became more expensive

March

Chesterfield

PM_Chesterfield Event

Magazine: Afisha MSC

Date: 20/03/2007Placement: Msc Action: project ART pleasure

March

MARLBORO

Jan - Feb

PM_Marlboro Club CollectionJan - Feb

PM_Marlboro MXTronicaMarch

PM_Marlboro Event-HoReCa

Date: 30/03/2007Placement: Msc, business center “Nagatinskiy” Action: Marlboro MXTronica Fusion Festival

Don’t stand still – Test fusion afoot

page-spread

Date: 31/03/2007Placement: Spb, car shed of tram pack #3Action: Marlboro MXTronica Fusion Festival

&

Media: hot-line 8 800 200 5 105www.marlboro.ru, www.mainpeople.ru

March

PM_Marlboro promo-action

Program: “50 trips to Grand-Prix”Mechanism: stimulate lottery Territory: Russian Federation Dates: 05.03.2007 - 26.08.2007 Conditions:1. Find code under top of pack 2. Register on web-site OR find the form in

promo-centers.3. Send fulfilling form with foreign passport copy

to required address. Prizes: - Ten winners will get the ticket for four days to

Istanbul- 30 000 prizes with Ferrari Marlboro emblemsMedia: internet www.marlboro.ru, www.5105.ru,

magazines Maxim, Playboy (April)Other methods: hot-line 8 800 200 5105, OR 8-495-105-5-105

web-site www.marlboro.ru

In-packs

March

PM_Marlboro HoReCa

This coupon could be taken by everyone in HoReCa or POS.

Fulfill and send to required address.

Win the trip to Grand-Prix

form

March

PM_Marlboro INDOOR

Underground, POS

+ horizontal format

Fulfill form, buy one pack and get lighter

HoReCa

DSD

lightbox

March

PM_Marlboro promo-action

The same action is carrying out in Ukraine

In-pack tear-off

www.race07.com.ua

web-site

March

L&M

PM_L&M EventJan - Feb

GwP: buy one pack of L&M and get CD

with flyer to L&M sound vision

PM_L&M SS Launch

 The orgonomic design of slim pack format with metallic silver lustre and relief lines will emphasize the urban style of big cities smokers. Therefore, the company desided to launch two SKU's in 25 cities of strata A. The representatives said that this proposition could be interesting for young adult smokers, which are waiting for interesting news. The launch will be supported by the help of traditional communication tools, including press, in POS, HoReCa and SMS marketing. The max retail price - 19 RUB.

In February,2007 PM have launched new L&M proposition -  L&M X-SLIMS LINX ( 5/0.6) and L&M X-SLIMS TUNE (3/0.4).

Advert. posters

March

MURATTI

PM_Muratti PRESSFlycard with tear-off hearts

Adv.booklet “Venetian carnival” in magazine “Afisha”

Jan - Feb

JTI

• Lucia• Mild Seven• Winston• Winston Super Slims• Wings by Winston

LUCIA

Jan - FebJTI_Lucia

PRESS

Less smoke smell – the new philosophy

Calendar 2007

JTI_Lucia PRESS

Magazine: Glamour

Less smoke smell – the new philosophy

“Ice & Fire” event

March

MILD SEVEN

JTI_Mild Seven PRESS

Sponsorship of Gloria Gaynor concert

Jan - Feb

WINSTON

JTI_Winston promo-actionProgram: “Winston Freedom tour’ 07 ”Mechanism: stimulate lotteryTerritory: Russian FederationDates: 15.02.2007 -1.06.2007Conditions:1. Register the code under the top of pack2. Fulfill the questionnaire on the web-site or write the letterwith your personal data:Name, phone, birth day, cloths size (M, L, XL) and sign it.3. Send the letter to require addressThe first 20 000 participants will get:- baseball cap ( 10 codes)- t-shirts (15 codes)- towel (20 codes)- bag (25 codes)The main prizes: 10 weeks-10 prize draws:TRIP (10); VIDEO CAMERA (200); notebook (200); MOBILE PAYMENT (200) – one year.- Trip on yacht Media: internet www.winston.ru, press “7 days”- #10, 15 (2007).Other methods: hot-line 8 800 200 1954, (495) 785 35 85tear-off tape

Winston Super Slims

JTI_Winston SS Launch

Notification of Winston SS launch for subscribers of web-site www.winston.ru

“New slims of absolute tastes”

face

reverse

Launch of new brand in SS segment with retail price 23 RUB

Also, these versions are taking participation in the game Winston Freedom Tour 2007.

March

LIGHTS5/0.5

SUPER LIGHTS3/0.3

MENTHOL LIGHTS5/0.5

JTI_Winston SS media support

advert in press

1. Aggressive support in press2. Special projects in glamour magazines3. Adv. in underground (Moscow, Spb)4. Adv. in supermarkets (video-rolls, lights

board) 5. Internet: www.winston.ru,6. hot line 8 800 200 1954, SMS, e-mail

March

JTI_Winston SS POSM

March

Wings by Winston

JTI_Wings by Winston POS_Spb

Buy one pack – get matches, two packs – third for free, three packs – lighter, one carton – T-shirt

Promo girls (boys) dressed in blue jacket over their clothes.They showed case with three versions of Wings by Winston and suggested to buy Wings.

- Hello ! - Do you smoke?- Would you like to taste cigarettes Wings by Winston, which are highly competitive with cigarettes Winston ?

March

JTI_Piotr 1 Gold promo-action

Program: “Piotr-1 decided housing problem”Mechanism: stimulate lottery Territory: Russian Federation Dates: 20.03.2007 - 30.11.2007 Conditions:1. Find key under top of pack 2. Choose the prize, which you like 3. Collect the necessary quantity of keys for

participation in raffle 4. Send the keys with fulfilling form

The drawing will be in four steps and each demand will take participation in each step.

Prizes: - Ten houses- 50 certificates for repair- 100 set’s of kitchen furniture- 500 home cinema’s

Media: internet : www.petr-1.com , newspaper “Komsomolskaya Pravda”

Other methods: hot-line 8 800 200 0009

in-pack

face

reverse

form

March

JTI_Piotr 1 Gold web-site

The site design is similar to Camel’s one.

ITG

•Davidoff Neon •Davidoff Black & White• R1

Davidoff Neon

Jan - Feb

Jan - Feb

Davidoff Black and White

ITG_Davidoff Black & White Launch

Launch Of Davidoff Black and White versions with retail price 100 RUB

Media campaign hasn’t been observed.

March

R1

Jan - Feb

GALLAHER

• Sobranie SS • Glamour SS• LD SS Pinks• LD Gold and Premium

Sobranie SS

Jan - Feb

Gallaher_Sobranie Sslims web-site

Glamour

Gallaher_Glamour PRESS

Magazine: Marie Claire, Liza

March

Gallaher_Glamour SS LAUNCH

In March, 2007 the company Gallaher Liggett-Ducat has launched on the Russian market new brands Glamour Pinks and Glamour Menthol in unique pack ( for such segment), which could become the accessory of modern woman.The pack design emphasize the feminity and individuality of the successful owners. The max retail price of the both versions is 25 RUB.

March

LD

Jan - Feb

Gallaher_LD press

Magazine: Popular Mechanics, Liza, Otdokhni

March

Jan - Feb

Jan - Feb

RICHMOND TOBACCO• Richmond• Voyage Slims

Jan - Feb

Jan - Feb

INNOVATION TOBACCO

• Kiss Super Slims

Jan - Feb

In April, 4 the company "Don Tabak" under license "Innovation Tobacco Company" has began producing the new SKU for Kiss Super Slims family –Kiss fresh apple( 5/ 0,5 ). Kiss fresh apple - is the first cigarettes with fresh apple aroma. 

Innovation Tobacco_Kiss LAUNCH

Innovation Tobacco_Kiss web-site

http://www.kiss-club.ru/superslims/

ACTC / Nevo Tabac

• Samurai• Arctic

Samurai

The company “Nevo Tabak” jointly the ACTC had launched in December, 2006 new brand in premium segment Samurai. The brand budget is about $5 000 000.

ACTC_Samurai PRESS_PR

in-pack

Booklet from HoReCa

March

ACTC_Samurai PRESS_PR

“Three samurais”

“The smoke - to motherland”

Magazine: Maxim, Marie Claire

March

Arctic

ACTC_Arctic PRESS_PR

Magazine: Maxim

renewed web-site

open market

Passive promo: buy two cartons – get third for free

March

ABS

• Gauloises

The Gauloises’s activity for the period March – April, 2007 was dedicated to increasing of recognizability of the brand and smoker’s loyalty support in Moscow, Spb, Ekaterinburg. Different promo-games for consumer’s attraction were carried out in on-trade channel and GwP actions in off-trade

ABS_Gauloises

SUMMARY

BAT Pall Mall (KS & SS ) – start new in-pack promo-action with intense slogan, which is underline the tobacco quality and the becoming of spring. The communication is on cello with usage of bright colors and positive energy pictures. The mechanics of program uses SMS possibilities and every participant could win guaranteed prize.Vogue - launch of new luxury innovative proposal (80 RUB) - Noire and Blanche versions with different effects of perception because of special ingredients. Last year, ВАТ developed "Vogue Aroma» family, now this tendency goes on – the both news have special effects: «Vogue Noire» (4/0,5 mg) has «warm effect» and light «Vogue Blanche» (1/0,1 mg) has «cool effect». The advertising support will take seats in lifestyle, glamour and stylish magazine. Also, company developed the web-site for others versions of this brand. The design of site is similar to all kinds of feminine product sites: wavy lines, smooth changes of shots and pastel colors. Kent – the company tries to improve look (shape, design) of the brand and actively fighting for youth, which has steep demands to look, name and things. Viceroy regular – regain activity in the beginning of 2007 year with press and indoor advertising, GwP in retail. The communicative platform is the same as in 2006 – personage campaign with emphasizing of quality.Dunhill Top Leaf – launch of luxury SKU’s (120 RUB). The history – legend and attributive positioning with emphasizing of true quality of tobacco was used in ad. campaign. This way is similar to Davidoff campaign: light and amusing story.

Summary

PMVirginia Slims family – launch of new prestigious brand “UNO” with equal tastes, but different colors decision of narrow packs (40 RUB). The market share of VS is coming down in dynamical Super Slims segment and this launch could be estimated like an attempt to stop the fall. The execution of pack design carried out in haut couture style. Also, the ½ pack size allows to make facing in POS more effectively and notably. The promotion campaign will be in popular, stylish magazines. Therefore, the company made dewy redesign for standard VS versions. New juicy colors of the pack, new logo design and new way of name writing. The company uses media (press), indoor, Direct Mailing channels and info insertions in packs. Also, it is planned a lot of promo-actions in POS.Marlboro – in February the company launched MRL Club collection in 20 cities of Russia. This collection created for townsmen clubbers. The name and logo take sizeable area on the pack and it’s construction add originality and attractiveness. Start of yearly “Race” promo-game with info insertions in pack and huge announcement in POS, HoReCa, underground. The core of promo is getting of emotions. Also, popular yearly event MXTronica in Msc and Spb took place. L&M - in February has launched two new Super Slims versions in extra slims format (19 RUB). The adult smokers change their favor to the stylish cigarettes and prefer new proposals from successful and famous brand, which could give them pleasure and smooth feelings from smoke. The presence of new L&M in SSlims segment could provide the wave of new consumers (including women) and strengthen the L&M family position on the Russian market. The design of L&M SSlims blew by urban culture and new trends. It’s a sample of new unisex SSlims niche – for forceful, stylish and dynamic youth. The pack format is alike NEXT Slims pack.

Summary

JTIWinston – “Freedom Tour 2007” has started in February. For this time the brand uses more pictures for promo insertions for more emotional impression. Launch of Super Slims versions (Lights, SL, Lights Menthol) with retail price 23 RUB. The ad.message is on tear-off tape. It’s an attempt to master of perspective SSlims segment on the base of popular and strong brand. The advertising product campaign will be in glamour magazines, underground and supermarkets. Piotr 1 - regain stimulate lottery “10 apartments in Moscow”. Specially for this promo-game promo packs with view of modern building were manufactured. Wins by Winston – promo-activity in POS.Lucia, Mild Seven - low press activity with small PR-article

Imperial TobaccoDavidoff – support luxury and stylish auditory with help of new promo–game. Advertising support was in popular magazine about travels. Launch of Black (7/0.6 mg) and White (3/0.3 mg) versions (100 RUB). R1 – weak press activity. Horoscope insertion in glamour magazine. Campaign made with focus on slogan: “I can see the sign”, “I perfectly spend my time”, which stand near the logo . This combination translate brand mood and create necessary atmosphere for brand perceptions.

Richmond TobaccoVoyage Slims (60 RUB) – launch of stylish and innovative product in luxury segment. Bright filters and holographic pack will attract consumer’s attention. Also, the innovative airlights system provides less smoke smell. No adv.support.

Summary

GallaherSobranie SSlims – launch of additions to world-known family «Sobranie Slims» : Sobranie Super Slims Pinks (5/0,6 mg), Sobranie Super Slims Mints (3/0.3 mg) and Sobranie Super Slims Whites (1,5/0,2 mg). Their looks are similar to original family, but the packs became more “glamour” and assumed “Glamour” pack format. Retail price 43 RUB.Glamour – in March, the company has continued to develop Glamour SSlims brand-family with new proposal in the same pack format as Virginia Slims UNO: Pinks and Menthol (25 RUB). It’s a good mix of price and progressive pack format. LD – start of new product campaign with promo in supermarket of econom-class and in POS for Gold and Platinum versions. it’s seen as support of their re-design in 2006 year.Launch of Super Slims version in middle price segment (14 RUB) - LD Pinks (3/0,3 mg).The company tries to use maximum possibilities for getting its share in SSlims segment on the base of well-known brands.

Innovation Tobacco (Don Tabak)Kiss SSlims – launch of aroma proposition -Kiss fresh apple (5/0,5 mg) with unique taste for 18 RUB price segment.

ACTC (Nevo Tabak)Samurai ( 45 RUB) – it’s the second above premium project of the company after Arctic launch. This brand will compete with such brands as Parliament and Dunhill. Brand Samurai appeared in three versions: Samurai original (8 /0,6 mg), Samurai ultra (4/0,4) and Samurai one (1/0,1). The promo campaign bases on usage of “celebrity” (Mark Dacascos). For the first time brand is sold only in elite tobacco shops and in HoReCa. Arctic – press activity and passive promo in retail.

Summary

Summaryoverall tendencies

- the continuation of development of new super luxury (above premium) price segment with retail price of SKU’s up to 40 RUB

- pack- branding became the main competitive field- the unit of chic black/white mode in pack design. These brands show

off the assurance, supply and stylish of smokers (Vogue Noire/Blanche. Davidoff Black/White, Virginia Slims UNO)

- the emotional-sensual prizes predominate in promo-games (Winston, Marlboro, Davidoff)

- launch of innovative, with unique aroma qualities, in unusual pack format and with bright color design proposals (Voyage, Kiss Apple, L&M, Virginia Slims UNO, Glamour Pinks and Menthol)

- launches of new Super Slims versions of well -known KS brands as the way to attract feminine auditory and new adult consumers (L&M,

Winston)- Forming of new unisex SSlims niche, which differs from existing

brands – for urban youth, forceful and stylish youth (L&M, Winston)