At $18 SFIO's Real ecig would be at the best price point. Smokers are more loyal to their brands than any other consumer group, if you get someone to try your ecig for $18 and you are able to convert them that customer could be worth thousands of dollars to you.
If I went into a newsstand in America all of the packs of cigarettes will have exactly 20 cigs. If I saw the SFIO package lined against my Marlboro's with only 10 filters I would feel like I was only getting half a pack of value with the Real ecig, the $18 pack feels like $36. No thanks, I'll buy my Marlboro's again today.
Filters are cheap to produce, the company issued a press release last year saying that it was buying 1,000,000 filters. Throw in 10 more and make the potential new customer feel like he is getting a full pack.
Beginning with Smokers Option presently available, additional products expected to be offered soon include “smokeless REAL e-cigarettes”... $18, the starter kits have been redesigned with our new technology to include the electronic device (‘Zig’) and an initial supply of 10 filters, a compact charging unit and power supply, all designed to fit inside a package the size of a cigarette box.”
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