CTC launches 'fruit flavoured' cig­a­rette

Sunday Times (Sri Lanka) - - BUSINESS TIMES - By Du­ruthu Edirimuni Chan­drasek­era

The Cey­lon To­bacco Com­pany ( CTC) has launched a new cig­a­rette, which is a line ex­ten­sion of their reg­u­lar Gold Leaf (GL) prod­uct, in a bid to at­tract new seg­ments – pos­si­bly fe­males, an­a­lysts say.

It's a red berry flavoured cig­a­rette and was put to the mar­ket with the in­ten­tion of in­ject­ing moder­nity into the brand and its GL prod­uct line, an an­a­lyst said. Over the past year, CTC has been ex­per­i­ment­ing with var­i­ous line ex­ten­sions, some of which joined the per­ma­nent GL port­fo­lio and some which were lim­ited edi­tion prod­ucts, such as the GL Red which was launched in July 2017.

In terms of con­sumers, the new prod­uct is not specif­i­cally tar­geted at women, but in gen­eral to­wards the GL con­sumers or at least the more so­phis­ti­cated ones who are will­ing to try out new flavours, sim­i­lar to the men­thol prod­ucts, Man­galee Goonetilleke Re­search An­a­lyst Asia Se­cu­ri­ties Ltd told the Busi­ness Times. “CTC will mon­i­tor the ef­fec­tive­ness and ac­cept­abil­ity of this new flavoured prod­uct be­fore it is added to the per­ma­nent port­fo­lio,” she noted.

CTC is lead­ing the Colombo Bourse with Rs. 208 bil­lion in mar­ket cap­i­tal­i­sa­tion which is 7.7 per cent of to­tal mar­ket cap­i­tal­i­sa­tion.

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