With active investment to strengthen brand equity and a greater presence around the world, Mevius is aiming to become the number one global premium brand.
Mild Seven, known for its smooth cigarettes with clean finish, has been the best selling brand in Japan since 1978, a year after it was launched. The Company plans to roll out the new name and design across Japan, introducing the globally unified design in November 2012 while retaining the Mild Seven name, followed by the launch of the Mevius brand name in February 2013.
Internationally, Mild Seven enjoys consumer popularity in markets including Taiwan, Korea, Malaysia and Russia. In markets where the new package design has been introduced, the design already enjoys consumer popularity. The Company plans geographic expansion after completing introductions of the new brand in existing international markets over the next 12 months.
“The JT Group targets sustainable profit growth in the mid to long term, based on the ‘4S’ management principle of satisfying and fulfilling our responsibilities towards consumers, shareholders, employees and wider society.”
“Tobacco is our core business and profit growth engine. By prioritizing investment in this business for quality top line growth and stronger business sustainability, we are targeting our tobacco business to grow EBITDA by mid to high single digits per year over the medium to long term. To achieve this, we plan to further strengthen the equity of our brands by focusing on our core brands, grow or maintain share in existing key markets, broaden the geographical base and develop emerging product categories.”
“Against this backdrop, Mevius is moving forward with a new name across the world, a unified global design and an expanded product portfolio in order to command a greater international presence by enhancing brand equity, aiming to become the number one global premium brand.”