Annual report 2004 (English) - PDF 3546K - Imperial Tobacco

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Casa del Habanos
worldwide
These launchings had several objectives. Given its
number-one position, Corporación Habanos was
primarily seeking to create trends and promote the
Premium culture. It also wanted to align itself with
changes in the market by creating and then totally
satisfying a demand. The third objective was to upgrade
the portfolio through very high quality products with
connoisseur appeal.
The Casa del Habano international franchise network,
underpinned by its image and impeccable quality, is
making a major contribution to educating consumers
about Corporación Habanos cigars at its approximately
90 outlets worldwide. In 2004, Casa del Habano
extended its network to the United Kingdom, Oman,
Iran and China.
In 2005, Corporación Habanos’ strategy will be based on
relaunching the Partagás brand, ongoing innovation in
order to maintain seamless correlation with consumer
trends, consolidation of its market share in Europe and
the development of sales in other strong-potential areas
such as the Middle East and Asia-Pacifi c regions.
JAVIER TERRÉS
Director of Development,
Corporación Habanos
“Our innovation policy
was illustrated this year
by numerous launchings
of limited editions and
specifically-designed
products.”
The launch
of Edmundo,
a new Montecristo format, was
defi nitely one of the most successful
in recent years. The brand’s new
impetus, which was a strategic
objective in 2004, benefi ted
the entire Corporación Habanos
portfolio, helping to maintain major
market shares.
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