Souza Cruz: challenge of maintaining profitability in a controlled sector

The various bans imposed on the cigarette industry have made manufacturers increasingly creative so as not to lose revenue and space to competitors. With the impossibility of working with visual communication and advertising, the solution was to turn to investment in innovation and product differentiation, a strategy adopted by Souza Cruz. Although the partnership with other brands in the logistics of distribution of articles also helps in the profitability of the operation, the company guarantees that its focus remains on cigarettes.

(Source: Mundo do marketing - 25/11)

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