Imperial Brands is one of the world's leading producers of cigarettes and e-cigarettes. In the course of the takeover of the Spanish competitor Altadis, the task was to develop the market potential for the existing ITG brands on the Spanish market as well as the further development of the acquired brands and the development of the employee potential of Altadis. 

Extensive quantitative and qualitative studies were conducted to assess the potential. The core of the study was the development of a sustainable market development strategy. 

Since the project took place within the framework of the takeover, an essential part of the task was also the integration of the Altadis employees. As the former state-owned company Altadis was culturally strongly brand-oriented, in contrast to the English price leader Imperial Tobacca, there was a considerable need for integration in order to successfully install a "best-of-both-worlds" concept.

Services:

• Indepth market, competitor and customer analysis
• Qualitative and quantitative market research
• Development of market cultivation strategy
• Revision of the individual brand positioning
• Interface and consumer workshops
• Cultural Change Workshops and Coaching

Further projects for
Imperial Tobacco:

• Rules of the Market Study (analysis and insight research) in Italy, France, Netherlands, Spain, Russia, Ukraine, Poland, Germany
• Accompaniment of merger and integration of Altadis brand portfolio
• Cross-country analysis Russia, Italy, Spain and France
• International brand positioning of the Fortuna brand
• Competitive analysis across Europe
• Development of a sustainable market cultivation strategy