by Jun Ramirez
December 6, 2013 Share this
Giant cigarette firm Philip Morris Fortune Tobacco Corporation (PMFTC) has asked for permission from the Bureau of Internal Revenue (BIR) to manufacture and sell four low priced variants of its Marlboro products, originally classified by the BIR as a premium brand, to regain its dominance in the sector.
In a letter request to the BIR large taxpayer service (LTS) last Nov. 25, PMFTC claimed there is a need to introduce the new cigarette brands to reverse the current decline in its sales due to stiff competition from its rival Mighty Corporation (MC) which sells low priced tobacco products.
PMFTC made the request to avail of the lower excise tax rates imposed on low priced cigarette brands.
Ironically, Philip Morris, through its highly classified merger with Fortune Tobacco Company last 2010, acquired six of the local counterpart s 1 peso per stick variant namely, Champion Menthol 100s, Champion Menthol King, Champion Super Menthol 100, Westpoint Filter Kings and Jackpot Menthol 100s and Jackpot Full Flavor brands.
BIR officials, however, expressed doubts whether the agency would approve the availment of the lower tax rates due to the sin tax law which excludes Marlboro from those eligible to enjoy lower rates even if it comes out with low priced variants.
They said Marlboro is a brand that was classified as premium and thus subject to higher taxation. They stressed that PMFTC can introduce new cigarette brands and be eligible to lower tax rate, but not using the root word Marlboro.
To illustrate, they said it can name their brand sexy or pogi but without the word Marlboro.
Under Revenue Regulations No. 17 2012, a tax of P25 is imposed on a cigarette pack in 20 sticks and retailed at P11.50 and above. Below the threshold the excise tax is P12 per pack.
The tax rate was programmed to increase by four percent every year until 2017 when the rate will be P30 for every pack of cigarettes for all brands regardless of the retail price.
PMFTC admitted that due to stiff competition poised by Mighty Corporation, sales of Marlboro has dropped significantly.
It said Marlboro cigarettes account for about 24.6 billion sticks of the total sales in the tobacco industry or an average of 115.6 billion sticks last year, according to PMFTC.
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