Annual report 2004 (English) - PDF 3546K - Imperial Tobacco
Annual report 2004 (English) - PDF 3546K - Imperial Tobacco
Annual report 2004 (English) - PDF 3546K - Imperial Tobacco
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LIONEL HEUZÉ<br />
Cigarette Marketing and Sales<br />
Director, France<br />
“ Our teams demonstrated<br />
their tenacity in a diffi cult<br />
environment.”<br />
France<br />
A small increase in market<br />
share in a diffi cult market<br />
Blond cigarettes:<br />
Altadis maintains<br />
its positions<br />
With a new hike in tobacco taxes in January <strong>2004</strong><br />
– excise taxes were raised from 62% to 64% of<br />
the retail price – and the resulting price increase,<br />
the 2003 French market trend was considerably<br />
amplifi ed, with sales volume falling 20% to 48.7 billion<br />
units. Approximately two-thirds of the slide was due<br />
to reduced consumption and a small shift to cut tobacco,<br />
and one-third to higher cross-border sales. All cigarette<br />
brands on the market posted volume losses, which<br />
went hand-in-hand with a radical shift in consumption<br />
to the premium segment or to less expensive brands.<br />
Within this context, Altadis limited the decline in its<br />
sales to 19.4%, succeeded in increasing its market<br />
share by 0.2 point, bringing it to 18.8%, and reinforced<br />
its number-two market ranking. Benefi ting from their<br />
positioning in the most accessible segments, News,<br />
Fortuna and Bastos performed well. News continued<br />
to grow and ended the year with a 5.16% market share.<br />
Fortuna and Bastos, bolstered by their new 19-cigarette<br />
pack, also gained ground, advancing by 0.52 and<br />
0.26 point respectively. Royale managed to maintain<br />
its market share, but Gauloises Blondes, affected<br />
by the slump in the intermediate segment, posted<br />
a 0.8 point decline.<br />
Altadis’ sales and market share in the blond<br />
segment in France<br />
2003 <strong>2004</strong> Change<br />
GAULOISES BLONDES<br />
Market share (%) 7.9 7.1 -0.8pt<br />
Volume (million units) 4,801 3,437 -28.4%<br />
NEWS<br />
Market share (%) 5.0 5.2 +0.2pt<br />
Volume (million units) 3,040 2,510 -17.5%<br />
ROYALE<br />
Market share (%) 2.7 2.7 -<br />
Volume (million units) 1,652 1,318 -20.2%<br />
FORTUNA<br />
Market share (%) 1.7 2.2 +0.5pt<br />
Volume (million units) 1,009 1,060 +5.1%<br />
OTHER ALTADIS BRANDS<br />
Market share (%) 1.4 1.7 +0.3pt<br />
Volume (million units) 846 818 -3.4%<br />
TOTAL<br />
Market share (%) 18.6 18.8 +0.2pt<br />
Volume (million units) 11,348 9,143 -19.4%<br />
ALTADIS<br />
18.8%<br />
Blond market<br />
share in France<br />
27
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