In order for the company to again get its lost market share, R.J. Reynolds, produced a cigarette which was specifically made for African Americans, which was a small market that it was targeting.
The company intended to start a six-month test market in Philadelphia. The launch generated grassroots opposition from the black community in Philadelphia, which became intent on ensuring there was "No Uptown in our town or any town."
PUBLICATION DATE: January 01, 2006 PRODUCT #: KEL221-HCB-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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