Other firms, which have made a name for themselves with one brand, are seeking to extend that share with line additions. For instance, Lorillard has added Newport Box 100s and Newport Lights Box 100s to its Newport brand, and raised its carton price 20^ on all of its brands. Philip Morris has introduced Marlboro Lights, and American Tobacco, which is known for Lucky Strike, is introducing Lucky Strike Lights and Lucky Strike 100s nationally.
This kind of brand proliferation leads analysts to believe that the cigaret industry is changing and will be increasingly characterized by market segmentation.
At the same time, many retailers remain skeptical of the ultimate benefits of brand introductions.
"Roughly 35% of all smokers are brand-loyal," said a cigaret buyers for P&C Markets, Syracuse, N.Y. "They smoke the same brand now as they did when they first began smoking. If smokers can't find their brand at one outlet, they won't settle for something else. They'd rather go somewhere else and buy what they want."
As more states continue to levy taxes on cigarets for extra revenues and the price of cigarets continues to climb, marketers can expect further drops in consumption.
Growing knowledge of the health hazards of smoking is also prompting a decline. Last month, the Tobacco Institute for the first time issued a 20-page booklet discouraging young people from smoking.
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