Market Today
The brand was still positioned as a premium cigarette. However, the target consumer had changed. Gold Flake now targeted the adult as well as the youth smokers. It extended beyond the SEC A category to the SEC B as well. The product did not boast any USP. It still differentiated itself on the purity and quality of its experience. The comparison with gold stayed, but the target audience the brand was reaching out to, was supposedly larger. The brand stood for a celebratory attitude. "Celebrate the feeling" was the new message. This was simply an extension of the previous message "For the gracious people".
One pack of 10 cigarettes cost accordingly:
- Gold Flake Premium FT - 45 In Selected States
- Gold Flake Kings - 58
- Gold Flake Kings Lights - 58
- Gold Flake Premium FT -49(In Rajasthan State & Uttar Pradesh)
In the Republic of Ireland the market for Gold Flake has declined and it can be difficult to obtain.
Tar and Nicotine content== Tar is still as high as 15 mg ( as against less that 8 mg for international brands) and Nicotine levels are beyond 1.4 mg.ITC never displays these ratings and the Indian Government does not have a grading/testing lab to test their claims.
The Gold Flake sold in the Republic of Ireland is 10 mg tar.
Read more about this topic: Gold Flake
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