 Gradually,
new brands have been incorporated without displacing the
traditional ones, the new are gaining the recognition
between the consumers. Observing the positioning, we can
see:
Upper Middle Segment: They seem competitive brands and of
a big international reach, like Partagas, Romeo y Julieta,
Punch & Bolivar, which are characterized for having a
wide vitola, with selling levels superior to 10 million
units.
Low Segment: These are brands commercialsed in some
particular markets, like Flor de Cano, Statos de Luxe,
Troya, Quintero,etc.
Considering the elements stated above, it has been
decided the introduction of San Cristobal de La Habana.
Being oriented to the segment of middle-upper prices, and
being conceived as a brand of specialty oriented to be
commercialized -(in a first step)- in La Casa Del Habano.
The Vitolas names will be insipired by the historical
places of La Habana, grouped in limited or unique series.
For the launching, the Series: Castillos has been chosen,
which vitolas will adopt the names of important castles of
the city.
Series: Castillo
| Vitola de Galera |
|
Vitola de Salida (Exit) |
PACO 49 x
180
Campana 50 x 140
Gordito 50 x 141
Minuto 42 x 110 |
|
El
Morro
La Punta
La Fuerza
El Princip |
In the future, other series could be included as a
continuation they are the following: - Series of famous
Parks of La Habana. - Series of Contemporary Cuban Painters.
- Series of Monuments.
In all these cases, the vitolario must be in accordance
with the theme of the series related. The estimated
production is 20.000 units per vitola, which permits the
coverage of the necessities of all existing Casas del
Habano, the distribution must be fair per vitolas. Its
production will be realized in Plants (Fabrics) of la
Habana. Due to the name of the brand, the history of the
brand must be associated with the history of the city
founded 500 years ago, first city in importance in the
country, whose history will be associated to the Habano, not
only for being a large traditional product, but because it
is in the Habana, where the first Plants (Fabrics) of
tobacco were installed in Cuba, some of it lasted until our
days. On the other hand, the Port of the city had the major
part of commerce in the island.
PUBLIC OBJECTIVE: Personalities, Businessmen, high and
middle class will be able to acquire it in general. In
November of the present year, the city will be commemorated
for its 480th anniversary of foundation, which will coincide
with the Iberoamerican (Spain and Latin America) Summit,
then the program of launching will be announced in the right
time.
In this occasion, participant personalities who were in
the Summit will be invited to attend the anniversary, as
well as other important people as mayors Iberoamericanos,
exclusive distributors, Casas del Habano.
As a conclusion, we wish to reveal to you, that with the
launching of San Cristobal de la Habana the process of
introduction of new brands will be concluded. |
