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Impact Seminar Snapshot: Hans-Kristian Hoejsgaard On “The Audacity of Luxury Marketing”

April 2, 2012

As the president and CEO of cigar maker Oettinger Davidoff Group, Hans-Kristian Hoejsgaard is an expert on the marketing of premium, aspirational products to a relatively small consumer base. At the recent Impact Marketing Seminar, Hoejsgaard expounded on “The Audacity of Luxury Marketing,” and explained how Oettinger Davidoff’s cigars have become synonymous with authenticity, craftsmanship and exclusivity—all necessary ingredients for building a luxury brand.

“Audacity without substance is just style or image,” said Hoejsgaard. In order to ensure high quality, Oettinger Davidoff has adopted a “crop-to-shop” strategy, which enables the family-owned company to maintain full control throughout the cigar production process, from harvest to sale. “We create around 359 blends, and of those, only 10 become an actual product,” he revealed.

Lately, Oettinger Davidoff has adapted to a shift in cigar-smoking habits. “The cigar movement has gone from being just about smoking to a lifestyle of getting together and celebrating hedonism,” Hoejsgaard explained, adding that the average cigar smoker only smokes 4.8 times a week. Along with a “modest consumption pattern,” the new premium cigar consumer is also typically male, aged 28-38, and enjoys other luxury segments, such as fine wine and gourmet food. To attract this demographic, Oettinger Davidoff has increased innovation and invested in improving the luxury retail experience at its own stores. “For us, the stores function both as an anchor and a cigar lounge opportunity,” said Hoejsgaard.

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