Retail Industry
Industry: Email Alert RSS FeedRJR announces brand strategies.(INDUSTRY NEWS)(R.J. Reynolds Tobacco Co.)
Tobacco Retailer, April, 2005
A key objective of the new Reynolds American, Inc., following the merger of R.J. Reynolds Tobacco Co. and Brown & Williamson Tobacco Co., was the development of a new brand-portfolio strategy for R.J. Reynolds.
An analysis of each brand has led to a new brand-portfolio strategy, which was announced on Feb. 15, that focuses the organization and resources of the company on its highest-potential premium brands. The new portfolio strategy establishes three categories of brands: investment brands, selective support brands and non-support brands.
As R.J. Reynolds' two investment brands, Camel and Kool will be the company's highest priority brands. Significant equity building resources have been reallocated to focus on accelerating Camel and Kool's...
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