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As they improve usability and product protection

Eur J Clin Invest 54(4):e14140

FITA might claim their brands are in the clear but, as the report shows, two-thirds (23) of the 34 brands we bought at below the legal tax threshold (minimum collectible tax-MCT) were brands belonging to Fita members (15) or their breakaway partner Gold Leaf Tobacco Corporation (8). We bought Red & Black cigarettes, made by FITA member Afroberg, for just R7.20 a pack a price that amounts to barely a third of the taxes that should have been paid on that pack (R20.01). A full list of the FITA brands sold at below MCT is contained in the report, Abramjee added

Step 7: Assess Brand Strength and Market Share Leading brands command pricing power and loyalty