Imperial Brands, known for its portfolio of renowned cigarette brands, has recognized the need to diversify its offerings in UK to meet changing consumer preferences, launching two new cigarettes under the Richmond and Players brands.

Priced at £10.99 (Richmond) and £11.60 (Players), these cigarettes are 13% thinner in diameter, allowing Imperial to play a price banding strategy and thus tapping in the low price segment with two leading cigarette brands. 

As smoking habits and societal attitudes toward tobacco continue to evolve, the introduction of compact cigarettes is an attempt by Imperial to capture customers’ need for convenience and penetrate a new segment. 

The intended effect of the strategy is twofold: retain share and allure switching from competitors’ brands in the low price.