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Black and white generics, so named for their plain wrapping, sell for around $1 per pack at retail, half the price of Camel. By last year this cut-rate segment had ballooned to more than 10% of industry volume (from 0% in 1987), yet RJR refused to play. Instead it poured an estimated $2.5 billion in 1992 into marketing, mostly for its high-priced brands. This tactic was so out of touch with the market that many retailers removed RJR's cigarettes from their displays. With black and whites flying off the shelves, the storekeepers preferred dealing with cigarette companies that offered a complete

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