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New York, January 23rd (TradersHuddle.com) - Shares of Lorillard, Inc. (NYSE:LO) closed the trading session at $74.20 below calculated support at $76.49 breaking current long setups, raising concerns by the bulls, as this move might give the bears the upper hand.
Lorillard, Inc. (NYSE:LO) manufactures and sells cigarettes. The Company produces cigarettes for both the premium and discount segments of the domestic cigarette market for sale to distributors and retailers in the United States. The company offers 44 different product offerings under the Newport, Kent, True, Maverick, Old Gold, and Max brands. The company is based in Greensboro,[link widoczny dla zalogowanych], North Carolina.
Lorillard's stock was trading in a well defined range with support at $76.49 and resistance at $89.71; given that this range was broken traders will be closely monitoring the stock's price action for clues of direction.
From a technical perspective it can be expected that previous support becomes resistance, as the new range gets defined,[link widoczny dla zalogowanych], however, given that Lorillard's stock is still near the broken support, traders will be focusing on $76.49 to see if the stock can bounce back and return to its previous range.
Traders wanting to establish a short position in Lorillard can do so if the stock breaks the intraday low,[link widoczny dla zalogowanych], or if the stock bounces back and selling materializes again at previous support of $76.49. For traders wanting to establish a long position, wait for price action to take the stock back to calculated support, which will provide a best entry point to build the position.
Despite rigorous advertising campaigns,[link widoczny dla zalogowanych], smoking bans, and increased education on the terrible effects of smoking, tobacco producers have managed to perform pretty darn well in the markets.
In fact, over the past five years, the major cigarette producers have straight out crushed the market. While the broad index has been relatively flat or negative, Altria (NYSE: MO) has seen its stock go up by 39%, Reynolds (NYSE: RAI) by 37%,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], Lorillard (NYSE: LO) by 75%, and the 2008 spin-off Philip Morris International (NYSE: PM) by 14%.
Not too shabby for a group of companies that are constantly fighting an uphill battle.
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How soon can it end?
Companies like Altria have a pretty diverse range of products, including the leading market share cigarette brand, Marlboro, along with Parliament and Virginia Slims (not to mention its smokeless products and premium wine selection). Despite an overall contraction in demand for cigarettes in the U.S., Altria has been able to increase its market share and has also been able to pass along tax hikes to consumers,[link widoczny dla zalogowanych], resulting in higher operating income for the company. Add to that a sweet 6.2% dividend yield,[link widoczny dla zalogowanych], and it's no wonder this company is an investment favorite and has done so well over the past half-decade.
But we're not here to talk about Altria; rather,[link widoczny dla zalogowanych], I'd like to point out a potential short opportunity with Lorillard. The company is in the middle of a major battle for what could end up being the make-or-break moment for the future of its brand and its survivorship. Though not as popular as the other cigarette producers, Lorillard markets its flagship menthol product, Newport, and has the leading menthol product in the U.S. That all could change,[link widoczny dla zalogowanych], though -- and rather fast.
This week, a special FDA committee is meeting to discuss the data regarding menthol cigarettes. In March, it will decide whether to ban menthols altogether, a decision that could end up being a major blow to Lorillard. Similar to Altria,[link widoczny dla zalogowanych], Lorillard has seen increased market share -- but mostly with its Newport brand, which continues to gain traction among minorities and young people.
Should the FDA decide to ban menthol cigarettes, it would leave the company with a rather meek-looking portfolio. Lorillard's other brands include Kent, True, Maverick, and Max. Smoker or non-smoker,[link widoczny dla zalogowanych], I can imagine if you're like me, you probably haven't seen these brands around too much. Simply put,[link widoczny dla zalogowanych], Altria's Marlboro and Reynolds's Camel take up a huge chunk of American smoking,[link widoczny dla zalogowanych], and Lorillard doesn't have the brand presence to survive if menthols should take a hit.
The Foolish bottom line
In 2009, its Newport brand accounted for more than 90% of the company's sales. I don't know about you, but I wouldn't be that comfortable with any company whose sales were primarily derived from one product, a product that could be seeing the end of its days draw near.
Is this a possible shorting candidate? I'll be watching it closely for my own real-money portfolio, and should I see further indicators that menthols are a thing of the past, you bet I'll be shorting this dinosaur.
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