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Internal Missteps: Misaligned Positioning: Indian smokers, predominantly price-sensitive, didnt resonate with the premium slim offering
H.AltinisikN.RajanN.VerslegersM.BaatoutS.GopalakrishnanJ.et al (2023)
This structure was designed to accommodate and protect small cigarette producers, but according to CISDI's research, the system creates loopholes for the tobacco industry to subcontract their products to small-scale producers and, in turn, makes it easier for smokers to switch to cheaper cigarette alternatives
"We were promoting two brands." The sponsorship contract ended last year and the company did not renew "because we were participating in some other events", she said
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