Japan Tobacco's recent evolution of its top-seller Mild Seven, into the renamed Mevius was launched with the aim of vying with Marlboro for the j world market's top spot. Now, with JT ; boasting a 60.1 percent share (despite volumes being off by 4.5 percent) Berenberg Bank analyst Erik Bloomquist reports that his firm had not expected JT to reach the 60 percent share level until later in the fiscal year. "In our view," the Berenberg paper said, "the robust share performance, if sustained, may increase JT's willingness to follow its Mild Seven to Mevius packaging and name change with a price increase to Marlboro's level of ￥440/pack from ￥410/pack in March 2014."
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