18 June 2009
Mark Alldred has been appointed UK marketing manager at cigarette paper manufacturer Republic Technologies (formerly Swedish Match UK).
Alldred was previously marketing manager at electrical retail company DSG International. He says the move to Republic Technologies was prompted by the chance to work on one of the company’s most prestigious brands, Swan cigarette papers. “I was excited by the chance to work on Swan, which is one of the most iconic British brands around, with more than 125 years of heritage.”
Alldred is currently reviewing agencies to see what they can offer Republic Technologies in the UK and says that the next step is to determine the best strategy help the business grow within the market. “It’s a dynamic and exciting time,” says Allred. “We are just six months into our relationship with our new owners. The new relationship brings with it new direction for the company and its portfolio of iconic great British brands.”
The cigarette paper manufacturer invested heavily last year in promotional activity around Swan’s 125th anniversary. Alldred says: “We have some exciting plans for Swan as we look to make it the number one brand in the smoking market. Our priorities are to further develop our core categories, improve sales and category growth through new product development and listen to the needs of our consumers.”
Alldred says that his main measures of success will be increasing the company’s market share, building customer awareness and boosting trade distribution.
“We were looking for a dynamic marketer with a clear vision for the company and our brands,” says Republic Technologies MD John Catania. “We wanted someone who could handle the whole marketing mix with a ‘sleeves-up, hands-on’ approach.”
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