2. NUB CIGARS
Oliva Cigar Companyโs newest cigar
๏ข
innovation
Created by former rep, Sam Leccia
๏ข
who originally came from the liquor
industry to work for Oliva
The concept of nubs was created to
๏ข
deliver the most enjoyable part of the
cigar
The idea is surrounded by the sweet
๏ข
spot of the cigar.
3. THE NUB THEORY
sweet spot is located at the 3 ยฝ to 4 inch point.
โขThe
nub cigar will be longer than 4 inches
โขNo
ring gauges for Nubs are 4x60 and 4x66 .
โขAverage
large ring gauge allows the dense ash to form
โขThe
which insulates the cigar keeping it cool as you
smoke.
4. FACE TO BRAND
Leccia the
โขSam
creator of the nub, is
also the
spokesperson for
the product.
was sent out
โขLeccia
as a celebrity to
promote the product
making
appearances at all
promotional events
including launch
parties, trade
shows, and
instructional
demonstrations.
5. MARKETING TECHNIQUES
a pre-launch buzz by launching
โขCreated
nubcigars.com
consisted of in-store talk ups by sales reps
โขMarketing
and heavy blog presence on the internet and in cigar
groups and websites
availability and unique sizes drove up demand
โขLimited
before it even had a chance to launch
6. website which
โขInteractive
showed exactly what the
MARKETING TECHNIQUES
brand was going through
at all times (ie:
promotional events,
videos in field, trade
shows, etc.)
is an active
โขNublive.com
CONT.
forum where sales reps
and consumers can
share their thoughts
usage of the
โขThe
freestanding upside down
cigars to show how
dense the ash is
7. PROMOTIONS
off a mini-cooper to appeal to younger
โขRaffled
audiences
will be given out after cigar tour is
โขMini-cooper
completed
provided traditional POS items; neon signs,
โขStill
cardboard signage, hats, along with other giveaways
and incentives
8. PROMOTIONAL EVENTS
Hosted promotional events in 60 June 2008
๏ข ๏ข
different cities across the United 3 North Carolina
๏ข
States
3 Tennessee
๏ข
April 2008
๏ข 2 Virginia
๏ข
3 Pennsylvania
๏ข 2 Georgia
๏ข
2 Indiana
๏ข July 2008
๏ข
2 Ohio
๏ข 1 Alabama
๏ข
1 Kentucky
๏ข 5 California
๏ข
1 Michigan
๏ข 1 Arizona
๏ข
May 2008
๏ข August 2008
๏ข
3 Maryland
๏ข 4 Illinois
๏ข
2 Pennsylvania
๏ข 3 Texas
๏ข
1 New Jersey
๏ข 2 California
๏ข
2 New York
๏ข 1 Missouri
๏ข
5 New Hampshire
๏ข 1 Kansas
๏ข
2 Conneticut
๏ข 1 Indiana
๏ข
1 Rhode Island
๏ข September 2008
๏ข
6 Florida
๏ข
9. PO
RS
good marketing techniques, generated
โขVery
genuine interest
website that showed exactly what
โขInteractive
was going on at all times (ie: promotional and
instructional videos, videos in the fields, etc.)
ash and free-standing upside down cigars
โขDense
sparked curiosities
the โsweet spotโ of a full bodied cigar
โขCaptured
in a cigar that was half the size.
10. DOWNFALLS
all retailers sold out of the product with
โขMostly
or without the event (with the 20 box minimum)
โขProduct availability was next to nothing weeks
after product was originally launched
โขAfter initial launch the follow-up for the brand
was very bad, besides the launch parties,
promotions ended after the launch
โขRun a big risk of being a fad after the gimmick
fades what do they have to offer?
11. CONSUMER REVIEWS
Product was viewed as average
๏ข
๏ข โAnd then a month or so back I finally
got my hands on a sampler. Iโll be
honest, they werenโt that impressive.
The Cameroon had a flaky ash and
none of Cameroon flavor I so enjoy.
The Conneticut and the Habano had
better ashes, but the cigars seemed to
have no soul. Where was the โsweet
spotโ flavor I heard so much about?โ-
Brian, cigar reviewer