Targeting the right markets
Would you invest in a company that planned to sell cigars andother tobacco products to health clubs and hospitals? Probably not.
But what if you were informed that the company intended to sell only
the very best hand-rolled cigars, at wholesale prices? Would you find
that more interesting? On top of that, what if the company said it
planned to conduct a $200 million advertising campaign to explain
the benefits of cigar smoking to the health-minded public? Finally,
what if, in an effort to pique your interest, the investor relations man-
ager told you that they’d hand out cigars for free at health clubs and
hospital emergency rooms over the next month?