JT to Introduce “Mild Seven 100's Box” and “Mild Seven Lights 100's Box”
Aiming to Enhance Brand Equity in the Japan Market
Tokyo, April 28, 2009--- Japan Tobacco Inc. (JT) (TSE: 2914) today announced the nationwide launch of two new products, “Mild Seven 100's box” and “Mild Seven Lights 100's box” in Japan in early June 2009. The new products were developed to enhance brand equity by catering to consumer demand for 100-millimeter versions of the popular “Mild Seven” and “Mild Seven Lights” products.
In the Japanese market, the company has been focusing on activities to build upon Mild Seven's brand equity, including new product launches and enhanced sales promotion. Mild Seven represents JT's core brand, which continues to be the market leader for more than 30 years. The company will continue to consider all opportunities for future growth, including continued development of new products to meet the range of consumer needs.
“Mild Seven 100's box” and “Mild Seven Lights 100's box,” which carry Mild Seven's popular smooth taste and refreshing flavor, are being introduced as the newest members of the Mild Seven family. Through the introduction of the new products, JT aims to strengthen its already established Mild Seven brand and diverse product portfolio, and to increase its market share in the growing 100-millimeter segment.
Product Profile: Mild Seven 100's Box
| Price | : | 300 yen / 20 cigarettes |
| Tar / Nicotine | : | 10mg / 0.8mg |
Product Profile: Mild Seven Lights 100's Box
| Price | : | 300 yen / 20 cigarettes |
| Tar / Nicotine | : | 8mg / 0.6mg |
Product Information
| Product Name | Launched | Price | Tar | Nicotine |
| 1. Mild Seven | June 1977 | JPY300 | 10mg | 0.8mg |
| 2. Mild Seven Box | October 1993 | JPY300 | 10mg | 0.8mg |
| 3. Mild Seven Lights | July 1985 | JPY300 | 8mg | 0.7mg |
| 4. Mild Seven Lights Box | October 1994 | JPY300 | 8mg | 0.7mg |
| 5. Mild Seven Super Lights | July 1989 | JPY300 | 6mg | 0.5mg |
| 6. Mild Seven Super Lights Box | June 1994 | JPY300 | 6mg | 0.5mg |
| 7. Mild Seven Super Lights 100's Box | December 2006 | JPY300 | 6mg | 0.5mg |
| 8. Mild Seven Extra Lights | August 1998 | JPY300 | 3mg | 0.3mg |
| 9. Mild Seven Extra Lights Box | June 1995 | JPY300 | 3mg | 0.3mg |
| 10. Mild Seven Extra Lights 100's Box | June 1996 | JPY300 | 3mg | 0.3mg |
| 11. Mild Seven One | March 2003 | JPY300 | 1mg | 0.1mg |
| 12. Mild Seven One Box | December 1999 | JPY300 | 1mg | 0.1mg |
| 13. Mild Seven One 100's Box | February 1998 | JPY300 | 1mg | 0.1mg |
| 14. Mild Seven Impact One 100's Box | May 2008 | JPY300 | 1mg | 0.1mg |
| 15. Mild Seven Aqua Menthol One Box | January 2004 | JPY300 | 1mg | 0.1mg |
| 16. Mild Seven Aqua Menthol One 100's Box | July 2005 | JPY300 | 1mg | 0.1mg |
| 17. Mild Seven Aqua Menthol Super Lights Box | July 2007 | JPY300 | 6mg | 0.5mg |
| 18. Mild Seven FK | May 1988 | JPY300 | 10mg | 0.8mg |
| 19. Mild Seven Special Lights Box | July 1990 | JPY300 | 9mg | 0.7mg |
| 20. Mild Seven Prime Super Lights Box | November 2003 | JPY320 | 6mg | 0.5mg |
| 21. Mild Seven D-spec Super Lights Box | December 2007 | JPY300 | 6mg | 0.5mg |
| 22. Mild Seven 100's Box | June 2009 | JPY300 | 10mg | 0.8mg |
| 23. Mild Seven Lights 100's Box | June 2009 | JPY300 | 8mg | 0.6mg |
Japan Tobacco Inc. is the world's third largest international manufacturer of tobacco products. The company manufactures internationally recognized cigarette brands including Winston, Camel, Mild Seven and Benson & Hedges. Since its privatization in 1985, JT has actively diversified its operations into pharmaceuticals and foods. The company's net sales were JPY 6.409 trillion in the fiscal year ended March 31, 2008.
