Sa­cred Ha­bano Sto­res for Great Smo­king

THE IN­TER­NA­TIO­NAL CHAIN OF FRAN­CHI­SES LA CA­SA DEL HA­BANO, WHICH BOASTS 155 CI­GAR STO­RES IN 118 CI­TIES FROM 59 COUN­TRIES, IS CE­LE­BRA­TING ITS 30TH AN­NI­VER­SARY WITH AN OUTS­TAN­DING RE­CORD OF SER­VI­CE EX­CE­LLEN­CE AND THE GREAT REPU­TATION OF ITS PRO­DUCTS

Habanos - - Summary - BY / EX­CE­LEN­CIAS NEWSROOM PHO­TOS / FERVAL / EX­CE­LEN­CIAS ARCHIVE

“The Ha­bano brand is pa­ra­mount to the Cu­ban cul­tu­re. The­re is no way you can en­joy one of them if their ori­gin, evo­lu­tion, or even their pre­sen­ce in mo­men­to­us event, are not known. Ha­ba­nos is Cu­ba's am­bas­sa­dor par ex­ce­llen­ce, and has put the is­land in the gour­met world map due to their qua­lity and fa­me of all Ha­ba­nos' brands. In­deed, cul­ti­va­ted areas, their be­ne­fits and pro­duc­tions, are now a must-see des­ti­na­tion for an­yo­ne vi­si­ting the country. The­re is no doubt that ha­ving a fran­chi­se sys­tem such as La Ca­sa del Ha­bano, whe­re the best to­bac­co of the world is ex­clu­si­vely sold, is a ma­jor mi­les­to­ne.”

The­se we­re the first words of Néstor Va­le­ra — CEO of the fran­chi­se La Ca­sa del Ha­bano (LCDH) — to Ex­ce­len­cias ma­ga­zi­ne, a pro­pos of the im­por­tant sys­tem, which is ce­le­bra­ting its 30th an­ni­ver­sary with an outs­tan­ding re­cord of ser­vi­ce ex­ce­llen­ce and the great repu­tation of its pro­ducts.

"In the ca­se of Ha­ba­nos, S.A., the­se sto­res are per­fect to com­mu­ni­ca­ting the pro­duct best qua­li­ties. They pro­vi­de a plat­form for the laun­ching of new pro­ducts, which con­su­mers re­gu­larly wel­co­me, and con­so­li­da­te as a sa­fe al­ter­na­ti­ve, ai­med at the pro­mo­tion and en­joy­ment of Ha­ba­nos in or­der to coun­te­ract the ef­fects of an­ti-smo­king cam­paigns and re­gu­la­tions, es­pe­cially in sea­so­ned mar­kets. Si­mi­larly, they play a key ro­le in the de­ve­lop­ment of emer­ging mar­kets, whe­re Ha­bano cul­tu­re is still in­suf­fi­cient,” says the spe­cia­list who pro­fes­ses his de­vo­tion to the Juan Ló­pez brand, Vi­to­la Se­lec­ción No. 2, and the Tri­ni­dad La Tro­va, the lat­ter is an ex­clu­si­ve laun­ching for LCDH."

The fran­chi­se is al­so a suc­cess­ful bu­si­ness mo­del. In this li­ne, what has been and still is its im­pact?

It has been ac­tually a suc­cess­ful bu­si­ness mo­del: first of all, it has allo­wed Ha­ba­nos to reach the fi­nal con­su­mer th­rough its chain of fran­chi­ses and the­reby know, to so­me ex­tent, what the mar­ket de­mands and what its trends are — from the brands and for­mats ap­proach. On the ot­her hand, it allows ha­ving a new way of com­mu­ni­ca­tion with one of the most im­por­tant pla­yers in the mar­ket: re­tai­lers, as they chan­nel the pro­duc­tions of Ha­ba­nos, S.A. to its fi­nal des­ti­na­tion.

In fi­nan­cial terms, it has al­so been pro­fi­ta­ble: not only for Ha­ba­nos, S.A. — the fran­chi­ser —, but al­so for its net­work of Ex­clu­si­ve Dis­tri­bu­tors, which ha­ve re­gar­ded LCDH as their most im­por­tant cus­to­mer in the mar­ket. In many of them, the de­ci­si­ve per­cen­ta­ge of sa­les is achie­ved by fran­chi­ses and this fact ma­kes the im­pact of their sa­les on the mar­ket de­ci­si­ve. We are very sa­tis­fied with it.

What ma­kes this fran­chi­se a net­work suc­cess? What are its be­ne­fits?

The key to suc­cess has been the con­fi­den­ce that fran­chi­sees ha­ve had in the pro­po­sed bu­si­ness mo­del: the ex­clu­si­ve mar­ke­ting of Ha­ba­nos. In fact, ex­pe­rien­ced re­tai­lers with ex­pe­rien­ce in the re­tail sa­le of Pre­mium to­bac­co, with a so­lid, ex­pert clien­te­le who knows its full po­ten­tial, ha­ve joi­ned this pro­ject.

"The LCDH Fran­chi­se Chain of­fers spe­ci­fic be­ne­fits to re­tai­lers; na­mely, en­te­ri­ng a net­work of mo­re than 150 highly spe­cia­li­zed ci­gar sto­res un­der the “good­will” of a well-known re­gis­te­red brand, tap­ping in­to uni­que pro­ducts crea­ted ex­clu­si­vely for this net­work, and ha­ving the first-pur­cha­se op­tion for the no­vel­ties of the Ha­ba­nos, S.A. port­fo­lio. The­se be­ne­fits are com­ple­men­ted by the spe­cia­li­zed and prio­rity at­ten­tion pro­vi­ded by Ex­clu­si­ve Dis­tri­bu­tors in each of the mar­kets, which helps to con­so­li­da­te exis­ting pro­jects and crea­te ex­pec­ta­tion among the rest of the re­tai­lers."

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