Lights Cigarettes in the USA

The Lights Life Cycle in the USA Market:
The Introduction of Lights Cigarettes

Lights Learnings

■ Flavour is a critical element for consumers to accept in Lights cigarettes because this is an element that consumers are not willing to sacrifice.

■ It is not enough to be an innovator to win in the market. Although it is the manufacturer who develops new products and introduces them into the market, in the end it is the consumer that drives the market when he/she adopts the products.

■ The consumers adopt the products when they perceive relevant additional benefits in such products. Lights cigarettes were adopted when consumers found additional value in them.

■ The innovator is not necessarily the one who takes advantage of the trend toward a new product or product category. In the end, it is the manufacturer (innovator or follower) who presents the most relevant proposition to the consumers who take advantage of such trend. In the cigarette industry, it was Viceroy and not Kent that led the filter segment development.

■ Although Kent benefited from the anti-smoking publications about tar deliveries, the impact on sales was temporary and not enough for the brand to maintain its success. The delivery debate helped Lights brands in terms of trial and awareness but not necessarily in terms of adoption. Adoption relies on consumer satisfaction after trial.

■ The entrance of other manufacturers to the new segment (followers) and the brand launch dynamic that this reaction creates are critical elements for the segment to develop. This is especially important if the innovator is not one of the biggest players in the market and, therefore, does not have enough power to drive the market.

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