Brand focused on Ladies:

Virginia Slims Cigarette brand was manufactured in the year 1968 by Phillip Morris with the women as the market segment and the catch slogan was “You have come a long way, baby”. The media attributed to fast pick up of the brand in the market to this campaign as a result teen age girls had a higher acceptance for this brand. Feeling the success a number of campaigns focused on women were launched like “It is a Woman thing” in the year 1990. A surgeon wrote a report titled “Find your voice” which analyses the marketing strategies of virginia Slims linked to women freedom a hot topic in those days. As a result of this report, there was spurt in the sales of Virginia Slims and other cigarette brands related to women, Virginia Slims are very narrow and extra long, thus increasing the elegance also reducing smoke. There are number of variants of the brand like Super Slims, Light, Ultra Light and Menthol variety. The Cigarette Packet is, in white color with colored stripes, length wise on the left side.

 

Virginia Slims is female focused brand of nearly resembling Benson & Hedges cigarette brand in respect of flavor, blending and color. In the beginning 1968-78 at the bottom of Pack words “ Benson & HedgesPark Avenue, New York” is also written.

Hitting Success in Test Marketing:

Test Marketing of the Brand was done at San Fransisco, California originally for a six month period, feeling the early success response with achievement of 3 % market share in just 40 days, a decision of nation wide introduction and marketing of the Virginia Slims Cigarette brand was taken on 30th September, 1968.

The salient features of brand Test Marketing are as given below:

During 1976, test marketing of 120-mm Original flavor pack introduced in Sanfransisco on a test marketing scale. It was all set for competing with RJ Reynolds 'More' brand, the test results indicated failure. Hence it was withdrawn.

During Year 1978, Virginia Slims Light was made available on a test scale and the success of the cigarette brand was appreciable. In the Test Marketing a soft pack was used, for the nation wide marketing, Phillips Morris finally introduced Box Packing.

Early 80's, witnessed appreciable growth and excellent market acceptance and the competitors were on their heels for this development. The Virginia Slims competed with cigarette brand like Misty & Brown, Capri.

Test Marketing of Other Brands & Outcome:

During 1984, Virginia Slims Ovals was subjected to test marketing, being unsuccessful was withdrawn.

During 1985, Virginia Slims Luxury Light 120 was introduced with 120 mm length packing again intended to compete with RJ Reynolds 'More' brand, as well as other 120s on the market. The introduction proved its success. Virginia Slim Packing reflects is smoking glamour at its best, but the point worth pondering is about truth of VS120sis it truly light because the rating is more close to full flavor?

During 1987, Ultra-Light 100s pack was launched considering with the time consumer preferences of taste as compared to other competitive entrants in the market and in line with Benson and Hedges model. The introduction recorded moderate success and the packing has market presence.

During 1990, Ultra-Light SuperSlim 100s pack was launched as a sequel to ultra-thin (21mm circumference) competitive product attracted people desire considering the need of 'low-smoke' brand presence in the market. It also recorded moderate success and continues to be available in the market. 

In 1993, a 10-Pack version of Light 100s were introduced, with 10 cigarettes per pack, costing approximately half the price of a 20-pack. This entry had limited success and came under attack from critics. It was ultimately withdrawn.

During year 2003, a box-pack of Full Flavor was made available to meet the customers need in this sector.

During 2004, Ultra-Light 120s was launched having moderate success. The pack has favorable market support.

During 2008, Virginia Super slims was launched with features of a Purse Pack convenience.