Winfield (cigarette) - Position in The Australian Market

Position in The Australian Market

Winfield is the dominant market leader within Australia, earning the affectionate nickname of "Winnie Blues" (blues being substituted for ones desired strength) with AC Nielsen figures revealing a share of around 32% (offtake) in 2006; nearly double its closest rival, Longbeach, which is manufactured by Philip Morris. BATA continues to push the boundaries of legal advertising to promote their flagship brand. "Limited Edition" packs featuring small advertisements and a reusable steel cigarette case are some of the tactics BATA have used to promote their brand. Cigarette advertising that originates within Australia has been banned since 1993, on all forms of media — except for the packs themselves. Some states had legislation forbidding "giveaways" or "enticements" to buy (such as a free lighter or an ashtray) was circumvented by making the steel case the packaging. If the steel case contained a normal Winfield pack inside, the company would have been in breach of the relevant act. The case, however, contained cigarettes wrapped in foil, thus the steel case was the cigarette packet, rather than an enticement to buy a packet of cigarettes. In fiscal 2004-05, Winfield was the third most valuable grocery brand in Australia. Sales exceeded A$750 million in total value in fiscal 2004-05.