Marlboro owner Philip Morris Limited (PML) has appointed award-winning field marketing agency Cosine to deliver its own dedicated field force for the first time in over 10 years.
PML says the new business approach gives it engagement opportunities to boost its brands in the UK, and will enable the company to establish a framework from which to market a non-FMC product later this year. The company’s brands were previously managed by Imperial Tobacco.
Martin Inkster, Managing Director for the UK and Ireland said: “We are grateful to ITL and their team for the support they have provided to us over the past decade. However, the imminent dark market and challenging trading environment has required us to review our strategy going forward.”
This review led the firm to trial a dedicated field force in Manchester which successfully increased its market share in less than one year. Inkster adds: “We plan to build on these learnings to further develop long term, sustainable trade partnerships. Managing our own field force will enable us to better support retailers and the trade through consistent and effective brand engagement. By improved allocation of resources we can ensure we’re adding value and growing retailer loyalty to the mutual benefit of all parties. At PML, we believe in building sustainable partnerships, therefore in the coming weeks we will visit retailers and the trade personally to introduce ourselves and our UK portfolio of brands across the Marlboro and Chesterfield ranges.”
ITL’s distribution, logistics and general trade sales support of PML’s products will continue as normal until the end of the current distribution agreement with ITL when it expires on 31 December 2015. The handover process will be managed effectively for both businesses.
