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We have the industry's strongest and most diverse brand portfolio, led by Marlboro, the world’s number one selling brand, and L&M, the fourth most popular brand. This portfolio includes a variety of blends and styles, across 150 distinct brands and over 1,900 variants. In fact, seven of the top 15 brands in the world are ours.
Marlboro
Marlboro has been the world’s number one cigarette brand since 1972 and is one of the most powerful trademarks among all consumer products. In 2008, Marlboro’s volume outside the United States increased by 0.2% to 310.7 billion cigarettes. It is larger than its next three competitors combined and its volume exceeds that of the top four global drive brands of BAT and the four global focus brands of JTI.
In 2008, PMI implemented a new brand architecture with three defined identities for Marlboro: Red, Gold, and Fresh. Marlboro Red continues to focus on its rich flavor, Marlboro Gold on exploring new dimensions in smoking, and Marlboro Fresh on refreshing taste sensations.
We continually innovate across the brand portfolio. Key recent initiatives include: Marlboro Filter Plus or Flavor Plus in some markets; Marlboro Intense, also known as Compact or Pocket Pack; and new directions in menthol, such as Marlboro Crisp Mint and Marlboro Black Menthol.
L&M
L&M originated in the USA in 1953. It is now the fourth most popular cigarette brand worldwide with a 2008 shipment volume of 92.4 billion units.
Other international brands
Chesterfield, Philip Morris, Parliament, and Virginia Slims are some of our strongest international brands.
Chesterfield has grown to be PMI's third largest brand. Its volume increased 13.7% in 2008 to 40.7 billion units.
The Philip Morris brand is our fifth largest, present in more than 40 markets.
Parliament is distributed in 50 markets worldwide. It is the 14th largest cigarette brand in the world and the 6th largest PMI brand. In 2008, Parliament’s volume was 37.4 billion units, an increase of 20% driven by growth in Korea, Russia, Turkey, and Ukraine.
Virginia Slims is PMI’s premium stand-alone offer in the slims section. Volume was up 8.2% in 2008.
Value segment
The combined volume of three of our brands – Bond Street, Red & White, and Next – increased by 3.8% in 2008, reinforcing our position in profitable low price segments in Eastern Europe (Bond Street), Central Europe (Red & White) and worldwide (Next).
Local brands
We own a number of important local brands, enabling us to maintain strong market share in sharply differentiated markets across the world, including Diana in Italy, A Mild in Indonesia, and Delicados in Mexico. We also make A Hijau and Dji Sam Soe in Indonesia, Optima and Apollo-Soyuz in Russia, Morven Gold in Pakistan, Boston in Colombia, Best and Classic in Serbia, f6 in Germany, Assos in Greece and Petra in the Czech Republic and Slovakia, to name a few.
Top 25 Philip Morris International brands
Marlboro, L&M, Chesterfield, Bond Street, Philip Morris, Parliament, A Mild, Lark, Morven Gold, Next, Dji Sam Soe, Diana, Optima, Sampoerna Hijau, Muratti, Virginia Slims, Merit, Red & White, Apollo-Soyuz, Delicados, Boston, Multifilter, Longbeach, SG, Peter Jackson
Other Tobacco Products
While PMI focuses primarily on cigarettes, our business development interests extend to other tobacco product (“OTP”) categories. We have successfully grown our OTP business organically with a volume growth of 18% in 2008. We are complementing this with our recent acquisitions of the leading fine cut brands Interval in France and Petterøes in Norway.
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