Itc Classic Sports Wills Logo For Premium Push
ITC, the Rs 7,757.51 crore cigarettes-to-hotels group has incorporated a slight but significant change in the packaging of its Classic range of cigarettes. The Classic range will now carry the Wills logo on the pack. The range consists of milds, ultra milds, regular and menthol varieties.
The move to incorporate the Wills logo is seen as an attempt to leverage Wills' solid brand equity, which is the company's best-selling cigarette brand.
It is also an attempt to impart an added identity to the brand, prompting the Wills smoker to graduate to Wills Classic.
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It strives to ensure brand loyalty from customers who graduate from lower-end cigarettes like Bristol etc to higher-end ones like Wills and Classic.
ITC's other star performer, Gold Flake, has, however, been left untouched. Trade circles say the Gold Flake franchise is as solid as Wills.
The company has, in a letter to its dealers, said, Classic will now be associated with Wills, though there would be no change in the taste or blend of the cigarette.
Sources in the company said that the move is ITC's attempt to strenghthen its leadership in the premium segment of the cigarette market by bringing together two popular brands.
Company officials at the ITC headquarters in Calcutta could, however, not be contacted due to prolonged holiday on account of Durga puja.
Wills Classic will continue to be manufactured at the company's plant in Bangalore.
The company is cashing in on the Wills equity in other areas as well. ITC is using the Wills logo for the Wills Sport range of sports gear and accessories. It recently rebranded its Classic brand of sports essentials to Wills Sport. The company is sourcing technical expertise from both India and abroad in the areas of golf and cricket. Wills Sport is expected to leverage on the goodwill and significant consumer franchise enjoyed by ITC.
Besides sports gear, ITC also has Wills Holidays in its portfolio. Meanwhile, the company has embarked on a direct marketing exercise in what is known as the Smokers' Poll.
According to the company, the survey handled by ad agency HTA, via its arm direct marketing arm HTA Direct, seeks to identify the best brands in India and globally. The marketing exercise started early May.
Smokers are queried about various brands by personnel at the various cigarette shops and other retail outlets. The company also keeps in touch with the participant through mail.