Expect competition in the local tobacco industry to heat up.
Mighty Corp., the oldest Filipino-owned tobacco company, has
launched its premium brands King and Chelsea in a bid to firm up its position
as the country’s second-biggest cigarette manufacturer.
“Our decision to enter the premium brand segment is part of
the company’s thrust to reposition our brands and expand our reach into all
segments of the market,” Oscar P. Barrientos, Mighty executive vice president,
said.
“We hope to extend the reach of Mighty Corp. and strengthen
our position as the top Filipino-owned tobacco company in the Philippines ,”
Barrientos added.
He said that both brands are premium in terms of smoke character.
“But from the packaging and cigarette design, King is more traditional while Chelsea radiates
unconventionality,” he explained.
The two premium brands are blended with the finest tobacco
grades to give off a balanced taste and aroma. Both come in full flavor king
size, lights king size and menthol 100s or a total of six different variants.
“One of our advantages is the smell, flavor and aromatic
taste of our cigarettes that are also exceptionally smooth, mellow and
attractively packaged,” Barrientos, a retired RTC judge, said.
Mighty’s premium brands will be categorized in the highest
tax bracket for cigarettes.
“Our decision to expand our product lines is just part of
our vision to become a major player in the market and show what a Filipino
company can do,” Barrientos said.
The company was established in 1945 by businessman Wong Chu
King with a small factory in Manila
producing native cigarettes known as “Matamis.”
The company was renamed Mighty Corp. in 1985 and bought the
trademarks of Alhambra Industries in 1993. It now operates a nine-hectare fully
integrated manufacturing and processing plant in Malolos, Bulacan.
Mighty Corp. was able to build up its market share through
an aggressive marketing push and heavy investments in research, development and
production.