The company will continue to focus its efforts on promoting and supporting its Viceroy brand. During the first decade of the century the company promoted the brand through sport sponsorship campaigns and by hiring Formula 1 driver Fernando Alonso. The company is now working on building a new image closer to the day-to-day consumer. This was the main theme of its advertising slogan “Viceroy is what I am”.
Euromonitor International Local Company Profiles are a concise set of briefings detailing the strategic direction taken by a company. Discover key contact details, the company background and their competitive positioning through this collection of snapshot company profiles.
Product coverage: Bags and Luggage, Jewellery, Watches, Writing Instruments.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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