NOTE
TO Hr M N Norsworthy
cc Mr B D Bramley
FROM Mr R A Crichton
DATE 13th November 1990
SUBJECT TOBACCO MARKETING DIRECTORS' SEKINAR
Please express to Roy Salter BATCo's response to
his request:
objectives and Decisions emanating from the
Seminar
We suggest that the objectives of the seminar
should be clearly stated.
We suggest these might be:
- to gain a better understanding of the consumer
and the
marketplace in the 1990s;
- to pool together the different experiences of
the key RAT
Industries' tobacco companies;
- to review and redefine where necessary the
Group's marketing
policies and strategies.
The decisions which should flow from the meeting
would be clear
recommendations on various policy and strategy
issues which emerge.
Agenda
We think that the suggested subjects are all
relevant to the seminar. We
also think that the topics boil down to
anticipating the needs of the
marketplace (consumers and competitive action),
how the Group's
International and other strategic brands should be
managed and exploited,
and the direction of new product development. The
training and
development of marketing staff is a priority for
BATCo. Improving the
sales and distribution function is a further
priority.
BATCo document for Province of BritiSh Columbia 25
October 1999


We thus Suggest eight main headings:
I The future environment of the cigarette business
and the nature of the
consumer up to the year 2000.
2 Competitors' future strategies outside the USA
and how the Group
should prepare itself against them.
3 Review of current BAT Marketing Policy and
Strategy and new
definitions /areas to address.
4 New Product Development:
- Vhat does the consumer want?
Should the direction of NPD be evolutionary or
revolutionary?
- Is it possible to define the characteristics of
a product that
could establish a unique position in the market
and which would
be sufficiently attractive to a broad range of
consumers to
justify its launch as a full revenue or
International brand?
5 BAT International Brand Positioning and
Strategy:
- How is competition expected to react to Group
strategies to
expand International brands globally?
6 Communications Strategy:
- What are the best techniques for maintaining/ i
acreas ing brand
awareness and goodwill when advertising is banned?
- How valuable is sponsorship and how should it
best be evaluated?
- Can trademarks be promoted effectively through
other products?
- What is competition's current and likely future
strategy on
levels and types of communications expenditure?
7 Training Marketing Staff:
- Raw do the companies train their staff?
- What changes/ improvements should be made to
identify future
Marketing Directors and ensure they are well
trained?
8 Sales and Distribution:
- What strategies should be adopted to gain
greater efficiency and
effectiveness in sales and distribution?
- Ekw should trade relationships be improved?
BATCo document for Province of British Columbia 25
October 1999


There are a number of topics which could quite
easily take up a lot of
discussion time on their own. Further discussion
would be needed at a
later dare on some topics and on those items
suggested in Roy Salter's
note but not directly addressed here.
Participation
The participants we assume to be the SVP Marketing
for B&W Domestic, the
SVP for BVI and the Marketing Directors of
Imperial, Souza Cruz and
BATCo. JearrLouis Mercier suggested in Canada that
certain selected
Marketing Directors from BATCo operating companies
would add some
geographical width. If this is the case, may we
nominate some candidates?
A Crichton
f\2
BATCo document for Province of British Columbia 25
October 1999