Yana Yapieva: Marengo is a special individuality
The apparition of the chocolate under the new trade mark Marengo caused genuine interest to this brand. Yana Yapieva, sales manager of Tutun – CTC, kindly agreed to tell about the features of Marengo.
Why did you choose namely the chocolate?
The name played an important role. It would be desirable for something accompanying, and at the same time not connected with the cigarettes. It was necessary to create a special product under the trade mark Marengo to be easy to present and satisfying preferences even those who does not smoke. Various variants were offered. For the presentation of the trade mark Marengo the chocolate was chosen.
It was pleasantly surprising that the chocolate is in great demand, even despite its high cost. Today it can be found only in the network of company stores of the company Bucuria.
Whether does any especial recipe of the chocolate Marengo exist?
Initially it was planned to order the chocolate from Switzerland. However, our partner, the company Bucuria, developed namely for us absolutely new especial product. For Bucuria Marengo became an original experimental step. For us the positive moment was that Marengo is an exclusive. Presently, the local manufacturers did not produce the chocolate containing 88 % cocoa. There is a strong possibility that in the future we will work upon the expansion of chocolate Marengo assortment, which, except black, will include white and milk chocolate as well.
| Marengo means colour. It is often used in the performance of interiors; it accompanies Luxury style. This is the Department of the First French Empire in Northern Italy in the beginning of 19th century; it is the nickname of Napoleon’s horse and the first victory of this emperor, the fight at Marengo. Initially the word attracted with its sounding, and then with its meaning. It corresponded to the sounding melody of the word absolutely. |
How did the name Marengo appear?
The searching process was rather interesting and dynamic. They offered a number of variants; however, all together we came to the same name Marengo. It is easily pronounced and does not cause any difficulties while writing in any language. It is evident that the most part of the people is interested in the meaning of this word.
What do you understand by the concept "Marengo style"?
One of Marengo slogans sounds in the following way: "Ultra new. Classic."
Because the true style is always on time and never becomes outdated. Marengo is a luster, but not shine; this is a bon ton, but not pseudo glamour; it is the sustained taste, but not a tribute to the inconstant fashion. Marengo Style is a beauty, intelligence and good manners, but, please, do not forget to add a little bit of the outrageous and mystery.
One more reflection of Marengo style is the same-name heading on allmoldova.com site. The given heading is rather interesting. Once again it reminds us of the achievements of outstanding people, stories we, probably, already heard about, but many interesting nuances of which we missed.
We know that in the last transformations of the company Tutun-CTC the foreign specialist participated actively, as well. Please tell about it more detailed.
For a long time Tutun-CTC was associated exclusively with the products of the economy class, with such brands as "Temp" and "Doina". We do not renounce these brands; namely, these cigarettes were the leaders of our sales. But it would be absolutely insufficient for the entrance to a higher level. It is necessary to vary constantly, to search for something new, and to be interesting for the consumer.
For the cardinal quality improvement of the cigarettes, we made a contract with the Swiss company “P. Lehmann Consulting”. In order to keep the occupied share of the market and even in the nearest future to expand it, the traditional assortment underwent the qualitative improvement. First of all, such trade marks as "Doina", "Temp" and "Doina Lux Premium" are touched. The structure of the tobacco blend and the components used in cigarettes of above mentioned marks were updated and extended. As a result of the improvement the taste of cigarettes became more pleasant; the irritating defects were smoothed and added aroma became more expressed and pleasant.
In parallel the elaboration and manufacture of the cardinally new cigarettes of our enterprise, the cigarettes of the Premium segment, "Marengo", were carried out.
What is the individuality of Marengo?
Marengo is manufactured and developed under the accurate control of the Swiss experts. There are no Moldavian tobaccos in these cigarettes. The tobacco blend of these cigarettes contains the best grades of the world. The limited batch was produced price of which completely corresponded to the quality of tobacco. Certainly, it was desirable, that the consumer would fall in love with this trade mark. However, the mentioned brand possesses different purposes.
Is Marengo competitive?
Actually, we did not plan to compete to anybody with Marengo. We chose an optimum direction. Marengo does not have the purpose to supersede someone; more likely, its purpose is image creation. The goal of the given project consists in proving that the Moldavian manufacturer can make at least not worse. Due to the fact that, today it is very difficult to compete with any international company, even in our local market. The main condition is to show the possibilities of our enterprise.
What plans has Marengo in the future?
The given batch of Marengo is not the last one. The manufacture will proceed in process of the demand of these cigarettes in the market. They should occupy the place among preferences of the consumers and in general in the portfolio of Tutun-CTC enterprise.