SECRET
NO COPIES MAYBE MADE
A Tobacco Marketing, Stritegy meeting was lield on
Tuesday 100i ind Wednesday 1 Ith May 1994.
Present: Mr U G V Herter, Ivir NI F Broughton
(Itenis I to 7), %ir P Adains. Nlr D P Allvey,
Mir F Andrade, N-Ir R Bexon, Mr B D Braniley
(Wednesday oniv), Mr R D Brown,
Nfr A IM Castro. i*vfr N Davis. N4r G Doinizlaff,
IN& K Dunt. Nfr E E Ettedgui,
N-Ir A Johnston. NIr I Rembiszewski, Mr T E
Sandefur. Dr B Schweitzer,
Mr H-A Tomat. Mr J Winebrenner, Nliss H C Barron
(Secretarv)
International Brinds
Liickv Strike: The fnllo~ving pack desiun changes
--%e~-e auree,_;
the bulls e,,e %\-III be eriiaru~d.
the L:,-,:its buils eN e be chaiiLed From to red-
the parem -.%;i*l 'n bilz-~
the iouo will be trade more readFmie
T::irez versions of the L!uhas Pick (whIce on
uoid. .,hiie oil re,_- and black on red) wid be
tested within the whole family ringe in Japan
agalnsz the black on red parent. Black on red
,,-ill be chosen unless thereare verY stroni-,
indications that white is preferred If -the
American
Tobacco acsLuisition ,ne--ahead, Bzo%~ri
&__Wiflianls~- %vlil supl~crt the black on red
Liahts-in--
:;Ie US.
Either the Stiveriiiadits or (11e SI.Ioerniilds
name wiiI be chosen. For the 15mg, product to be
introduced in Japan.
The pricing for Lucky Strike should be considered
market by inarket. The objective for new
or currently small markets is to be at parity with
Marlboro or to be one price point below,
providing this is still high priced. In existint.,
inarkers. the current price will be retained where
the volume is substantial or progressive. The
previous commitment to close any pricing gap
with caution over time is removed. but neither Is
it forbidden
The implication of th s pricl nu position is that
Lucky Strike will not contest the position of
leading US premium priced full flavour cigarette
with Marlboro. Hence Philip Morris' profit
per mille will continue to be higher (han that
ofBAT. Lri
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_BATC0 CONFTI)ENTIAL - CATEGORY 1:.MTNNESOT.-k
TORACCO VITMATMNI
BATCO document for Province of BritiSh Columbia 25
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6 None of the three new campaigns is believed to
be ob,-ious!, a winning world-wide
campaign. The Lucky/Unlucky campaign, which looks
to lia%e a %vorkable concept, will be
tested in tile US and the main markets. Enou0i
time will be ake-1 to ensure that the richt
world-wide campaign is developed. but it is [loped
that -,his will be bv the end of 1994.
7. In the interim period, while the new campaign
is being de%e!cped. momeniurn will be
maintained bv use of the new biker films and the
Team Lick". Strike Suzuki Films and
SLIpportilig, print advert I Sill u.
S. The best blends currently available will be
use! rather than ~%aiiinu or World-Wide Best. In
developing new blends, consurner profiling, will
be used as -.,-e!1 as reverse engineering in
order to achleve overall preference
9 Kook In the US the objective is to reaMire the
curr~!:i[ firanchl~d For intemational use,
Newporr was considered to be the stronger inenThoi
ofTei. tile "besz seiling US"
menthol brands ciaim.
10. It was mureed that a SUbstancial menthol
marke! :;s bei:~.- 'idd,:~z;e,; a s-,and-alone
menthoi
brand. Hov.-eveT this does not RIIC 01.11 tile
(aC:;C5i Use C."iine ons. poizibi,, in the same
marke., as a stand-alone brand.
I Kent: 5t-,". oi' the voiume '.s in Japan and
757~ :r, thc Far E.-.;i S.-des in Japar.. where
the
--oduc- biemded For a charcoal filter. are z~:-.
;2s where thc Droduct uses
oid zoic-.- biend. are nor In['-'r' .111a
Ke7it's pc-;tIoning. is Liuhis I[ is pei ce!% ed
3S tC I o Lu;ics Hov. ever [!,,e
pa r -z nz, c--:7rentiv has : lmL -,ar %,hic:l
does no- is a n mar-. As -!-,e
:.'It i~!' eI AILIS: ;)-, re' :~:2 . _ZLV a--
Ign:S
tar
CP F resi~;:s !roi-.1 japar, 111dica(e 'a
I Produc:
e- e, i it-. F; A se--)nd CPT is sciie"~. e,,: a r
versions
arz! ii je,eiopineili bv B&W. to p re - L, t a P
MI I c -
ch.
G-,T'.; deve:opmen: in A51a -1i ni, 2 the
F-,jrnnenn Lights
- I e !C, - , - I .- )
,Iil Focus on-sarc!'l, uVer r I n- nc"2 ! iiarke,;
~--,e -,o be!o,.,
J;e:e Ilia% be room For boili products In ~he
sai-ne :-.iar12: -,I: jliTer~-!~c pos;iioning.
16 Kont has dIfTerent age profiles in different
niarke!s It hzis a -rofile ir. Jaran and China,
a more prof'ile in Honu Kom-,. and did not test
t~ell aun;,l
= , Z, - - - sz L&M. which has a young,
profile, in Brazli Major prouress has been niade
in developim.7 tile positioning of tile brand,
but more work is ne-eded on tile rest ofthe
package it -,,III take to make the age profile
younger
It is likely that Kent will retain a more
traditionai caml-liurl n Japan. awhile a more
contemporarv clinpaign is adopted else%~hcie Gicy
are f`in,1h5s;i,_, :ire storboard and B&W
and BATCo %,I11 ai,,ree the fitindinu,
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BATCO docurnent for Province of BritiSh Colurnbia
25 October 1999


18. Viceroy: Viceroy's volume base is in volatile
markets and price competition is increasing in
the low price se-girlent. A product is bein-L,
tested with 75~,o domestic leaf content. If the
best
blend is the GPC blend, this would brinQ
efficiencx gains. It was a-
I - greed that in aeneral the
best blend should be Used providing the inargin
remains acceptable
19. The packaging Is beinz redesiuned for
consistency and a proposal will be made to the
September TSG All the communications for
'International value for monev brands must be
cons:stent. as they must be advenised and promoted
and not just 3old on price
io Pill Mall: Pall Mall's volume base is also in
volatile niarkC!5. bLI1 It is priced at mid rather
than low price to compete with Chesterfield and
L&M.
21. It was aureed that the plain, filter lights
and menthol packs would be unchanged in Germany.
In new marke!s the "Finnish" ranae- x%lil be used.
Tile "Finn'sh" rpn!,e will be zesled aizainst
L&,NI in Brazli for the youn prol'ile. bLI1 I( it
does not test ikeil the w1l;:e edge will be
. !=1 -
retained. The USA Superlongs pack- will not ~e
changed.
State Express 555: A Lights proc~oct be!nv. : Onig
:,it- is be:nu de.. eioped
SE~55 IS CUrre!it1v a Far East bian" It -mll E!
zeszed In a abider ueourapliv. an- ATCo must
prod-,;ce a plan ofwhen it is to be :ested ir -.%
~,Ich markets. BJ~~% ave aireac-. agreed to rest
it I r, ,apan. The weakness Is pe!c:~:-.ed to L-e
:he pack %,hich 6 oIL-; :1-ishioned
SE:fz
:IRS. LIM11 recenilv. beer ::~e basis oF is i2-::n
and ".M-zf :n Enuiand",
tllOUQ~' dle C1.1irenz ad%eizi5ML., 'Is c'.ianumIz
:~1:s It' it ~S IOILIIIC~~ad n -nirkets -,%;:ere
it has lot
had ::-.e benefit oFthe ne%, adverziz;nu aiic~
ank- l it need sz.-Z~u ad~eri5ing
sur~7,7,7 zo
Re'15~11 S' 1IN12CS: R&H
-,-I- the i:.ii t: !;-e ;imir CC be
0 P 1:: 7~ T I i e - m- L, e t 1 e s -.i c,: - f
LiC I
Pl;i, ers: 5. \ T a re 1 1 n, P JPS -1s a
braiij. and PGL n the The oilier o' :'ie House of
pla%e- fliniliv ar~- the Mavers brail,-'~ ir.
C:~,--1-1-1.'-,
The !,.ue of Packs I'Or PGL has 0-- -- -7--:! 't)r
Pall N Tile P, Ice
is 711e 111,1'e: e!w ,I ~~Cni
are be:ng tested
z
In BTL, if the head cannot be retained. Hie
:'iFebeit will be used ',kidloi.lt the !lead and
the
wave .bill be Ill[I-OCILICC(f Mr IlCrter ,-ns
cmcerned about this. as the head and hat are the
core of the biand, which is kno,,n III sonle
places is "Salior". He also questioned ho%v
close;,.- the sailor's head was linked ,iih
irar;tiine adventure in some of the tarizet
markets.
such as BariLladesh. the sea is seen as
ihreiteninL. Since this Is a grotvinu brand. the
execirion must be deve!oped catinowsk It :s betnu
tested at mid-.price in SOLith Africa and
China
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BATCO CONFIDENTIAL- CATEGORY 1:,MINNESOTA TOBACCO
LITIGAT'.ON.
BATCO document for Province of BritiSh Columbia 25
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29. Players in Canada has been losing sonic of its
tari,,et mile, under 25 seument because of the
worseninQ fibreuliss filter runiour. One third of
the switches from Players are to du Maurier
which is smoother. The "smooth" line extension is
also doinu well Players Rac;,-.Q L;mlted
features on te;evision Tile pack has been
redesigned for the new health warniniz. ~ut even
restrictions create compe-itive oppoi tunil les.
The name of the brand can contain the 'imagery
ifit is loaded o,-er the ye-irs. but as
restrictions increase this cannot last rorever.
P'ayers will
last lonver -han its com.ne-ircirs, but eventually
competition will be on price.
30. Kim: K'in has a feinale !-,ias but is smoked
bv sonle males In Ital., It Is an Americ_~-,.
61erld.
in slims and Llitraslijns, 7m,, Lights and 41
I- ng, UltralLights. An international
ad-.-e:7ising
campaign is bemg de,.e;c,-)ef to be ready late
summer. BATCF is currently evalumlm: it in
Korea
3 1. Hollv,vocid: I- Is no: :possible to modernise
I brand throuuh hile extensions.
Hollvwocci L:,-,;its SIICLI;'_-' ~,-e consistent
-ith the parent e%en Ifit is less niodern.
32. In expor: mar-l-e-s. Floii-.,ood is peiceived
as a US brand. This is possible on]-. ne~~ he
pack does no! to 5-z7.7e a COUntry oforigin. It is
better not to Lise Holly,,ooci :7. t.,kes
,vlle-L _t 0.7
has zo Le sho-ii Altcrnati~e:~ I cou'j be made in
4s. 'out
this %,-ou; _~ en-- 2 !ittle n [or Alpj)011
3-, It was ,e nee,; another low priced L"SiB ~11
addificr,
~ir Andi-nde Holk-ood's ad,antauc is its "bil
;Lr;,( Philip is and RJR hoili line e e nets; .Dc7
7
and In niar~eis such as Russia 11-2 Vast.
Uri.-.'7-,,~ -mro
.4 Foilv\vcc cell:~ a pack In 1_:7hekisran Tiiis
,az --ione to cz~i-F.-_:
<7 cck :5 lcilL, :1.s j -,Vill ',,e t-.
Ji..-,1C,,Jz :0 -.-,e
or 'le . olume n Uzibekis"ll".
B nrcln.,: a!ld te~Z5 .11-2 :-!~,nu Kor.,,
1.- Jie L~)L!s .11lend clle!-e ,,lil be ill
o%eriap L-et,.%etn lri~
Cariron. -11LIC:' SILnificint In the Middle East
Since .,e have to iia%--~ ind
Luck,.- S:7:.- :!~e \1:.;,~ e Eas;. ~hcre is
milikely to be tocin 'or bGt'i Barclay arc :C.n
36 The pa6: P3.-.-: NO biLle Tfle "one is
zuccest;fi L;, as le,.~ers in S
%vilere [lie till-ItIree "I" otild be
pre-~'.-r.-_-.2 Th e
pack des'~-i :unire I" Ill be LISCd ill 111 Ill I
M - I arkes with the exception :7-.a, ~;es
in Weste- E-,;. -;,e herb! :;ie leticrs only
version has already been !aLInChed
Ginhal 131-111(1 prioritie,
37. Lucky St;:'- is :he Group's global USIR
pilority and %,.,e must theref'ore try to
de~-t;.-r t in
e,-ery coum,-.. \o oth.-7 'rand is a global
priority.
38. The GrOLW dCeS 1101 11,1%e .1 U10bal low tar
USIB Kent 'Is stronu, in tile Far East 3.-.d zolne
South An-._-r;car. inarkes. Barclay is strong ill
Europe There may be low tar mark-,,s in, the
future where there %1l1 be 7COin for both with
different positioning
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BATCo document for Province of BritiSh Columbia 25
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39. Benson &- Hedges is a priority where it
already has a franchise, but it is not a priority
outside
Europe Duty Free and hence not a global priority.
40. Viceroy is a priority in Asia Pacific and
could be a candidate to be our global VFM IB, with
Pall Mail at a mid-price point. However, the
pricing levels of Viceroy and Pall Mail are riot
consistent around the world, and B&W has just
decided to let Viceroy find its own level in
the US. Viceroy has oppor-unities in every region
but not everv countrv.
41. ,'%1r Rembiszeivski proposed that instead of
segmenting the market by price we could
segment 'it by Customer need, with Pall Nlall as a
full flavour, masculine offer and Viceroy as
a lial-iter. more feminine of,er. The proposal
will be discussed further.
42. To compete ith L&NI. Chesterfield and Bond
Street at low price, BAT has Viceroy, Pall
Niall and Holl,,-%vood as USiBs and PGL as a UKIB.
After the American Tobaczo acquisition
'Ve will have several more includina %lontclair
and Misty
43. If we seument Oil COIISL1111e~ need. %~e aiso
reClUire a global I-iL'htS1SUpcrLiuhts brand
Philip
Morris has not yet established a rree-standinu,
alobal Ultra 1-1uhts brand, but is trvinu wit :h
Next. BAT has a -,ood chance or -;ucceedinu, and
this "OUld Llive a competiti,ce advantage.
44 Ir. nienr~-.ol markets it is ')etter to luwe a
stand-alone menthol brand than nie-al"ci line
-!%zznsions Ho,ever. excznt where Kooi is alreadv
established. Newpor-z %voui~~ be pre17 erre
;r, niarke:s %vhe-e beilill Mli'.iiber I in the
USA provides a competitive advanttig,2
45. \%:*.:.'n the txc-.ption of L.1c:-,--.'
Str['Ke %viiich shouid be develo.ued' in ever.,
coun*,.-.-. our other
[Bz are ~zronu in some and s'-.oulel be developed
U1011111v OL11 oi- thic~-~ bu-,
in e,. co"MIT".
ReZirinifl Priorities
-16 -0.1 P- L
acific:
LL[cky Strike
Kc-it
G L Hiitoti
L o,.- Sz-veral options - Viceroy
cne to be selected
47. Japnn: I Kent. 2. Lucky S(rike-3. Kool. 4
Capri. and possibly SE 555
4 S. Koren: I Kent: 2. Finesse
49 Sub-Cotithient: StronL reulonal brands but no
113s. Testim-, Lucky Strike. PGL and
SE 555
50. Aribii: USIBs Lucky Strike. Barclay (or
Carlton) and Viceroy UK13 PGL. Lri
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TOBACCO LITIGATION.
BATCO document for Province of British Columbia 25
October 1999


51. RussialEastern Enrope/Central Asiw`Turkc% -
us UK10ther
Hich Kent SE 555
Mid Luck".. Strike H13
Pall Mall
Low Viceroy Holly,,,ood
51 Western Enrope: P7ZIMLIM to 111LIh LILICK Y
Strike-. premium Lights Barclay, mid to low Pall
Mail.
53 Levant: Lxk% '-~~Tike. Pai'l %lall, Vicerov.
Kent, arid Barclav (or Cariton) (in Lebanon oniv).
54 Isrnel: Kent. L~-.-~y S~rlke
5 ; Central Americ:i: '~i~ ke, Be~mom. Konr arid
Pail Mail should be in he pom-olio but
not as priorties cer,~%' ;s -irrentlv at a hil-1h
price due to lis heriiage here and elsewhere in
Latin Aine-'ca (e,-~ Chi.!). C -IlSide!-86011 mil
be --,Iven zo the :,., o aiternatives
clFre0osilicnina
Vicero, as :he H3 or Lise ofPiii Nfail
56 South Americ:i: Si- :1e (or K~-:;H. Vicero,,
Pal': Nla~;,
57
Rrnzil: e. --ood (.11 I-illt: 1)1.lcc!. Pall %Iail
(~i 10- ;-.:ce;
Mexico: C-~-'-. Ip~ C"(- tile
71 '.-.1lid.cn;) e iiiarke:ei -1110LIZ isk o
incumr-, ~ "duiliping"
;c'! sho-jid be
Africn: F s ~Llch a S E: -. 1: a r. L---c Sz.; -e
s~-ould
n;
a 11 C.
be :es:ec ad Koo~ or Ne~,porz In lllnr:le:~
lllenlilc---~ ;~-"-'ras 5
cNisis :11 ;1 is ilot I prior W.,
Rc2ii,mil
6 F:..:7'i: ccjtj;~, and Iji nge:ng pro . lie k
veils :~i ~"OnL Kom-, and China
arid may ha--e pr-:2-iriii in :'-.e Asia-Pacific
region, althOLIU11 gerierail-, gold packs do not
do
\,e11 in ChMese Z7,T111ILiniries It is not rerillv
a reulonal brind. 171.1; tile option wiii be kept
open The .:7ositic ~mg :~ irl.ld
-.-alue-for-mone.y
61. Newport: Netvp-rt is die number one seHing,
menthol brand In the US and there~bre could
potenrially ha,,e a --ong posiiion in the other
menthol marke-s The airn Is for superioritv to
Salem Ne-.%i)ori ;'iouid be tne First choice I'Or
ne~v merithol markets
62. 1113: HB is '1't the -onsumer price level In
Germany and must be reduced From 13mg to 121ng
mthin -' Ve:!-s 11 as Nie Jar-,est C01151.1111121-
I)I'IC,-Cl brand firoin its launch In 195-~ to the
price
%,.ar in 199". flleFe--Ore ~TS conSUIllel'S tend
to be price sensitive It has an aLe'niz profile.
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LITIGAT110N.
BATCO document for Province of BritiSh ColUMbia 25
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63. It has been decided to have an HJ3 family with
three "personalities" appealing to different
gnlents~ "Classic" 13 ing, "Nleclium" 9mg.
"Lights" 5nig. These will be launched early in
se I I
1995 with a new advertising campaign.
64. "Britisli-American Tobacco" has a good
corporate image, and in the eyes of the consumer
has associi(ioils with tile two most highiv
regarded Urces of ci arettes. A good high
so L
profile corporate image will aSSi5t in opening up
ne%v markets, being seen as a good venture
partner. and supportinIz our relaiionships \,171h
governments. For all these reasons, BATCF
will be renatiled to include "British American
Tobacco", and ",Manufactured by British
American Tobacco" should be stated on the packs of
all key brands. This should be
considered for all companies and brands
65 Belmont: BeinionE has a key position
thrOLIL111011t tile Andean Pact. particularly with
the
current ittempts to umin --),~-nership in Colombia
and Ecuador It has a lifestyle image of
happy people oil the beach %%hich %,.orks better
oil TV than in print. This is potentially a
stronu rei_,ionil brand. bui there is :ittle
consistency In tile packs. and it is at a lower
price
. 7
point in Brazil It vas diat Brazil ,ii] be an
inietzral member of tile already-operating
User GrOLIP ind ~%Ill zesz -he ngree-! clmn=5 in
tile mix.
66. Derby: Derby has Leen. SUCCeSSi'Lli b%
u:--ing, good qualliv at a lo- price
(par-ticularly in
Arcencina and Drazli) T'Ie nmempi io id,,! mauen
has been !e55 SLICCCSSCLII. 11101_11111 tile neW
campaip i Pir~~ J Is McIlre .
6-1 Philip Nlor,: ,~' ob,ec- atwclilru in 91iizii
--is in de-5iabliise he i7iarke, and
increase :Iiarke.. shar,2
63 Free: F-t-~ ',as
Miz~! nnd -~ :1~e '1ri-,! n universilles
it is j).:c_-_: V.-ii 0.::~. .7.Lu,e L,,~.\;
77-~.-2 ],I ArgziuMa Is o-nec, by PNI. BAT may be
able to re,_-iln it bv se:':i;-._r in other-
niarkes Other7.Vise horo be a
:5 in _-2-iain Anoenn Pac- marke!_- -.,.here BAT
C%% ns
6', Crintinctitni aii~: Nlini,ier 11-(-~:~ Use--
-,o ::oi-npere %viEll
~er.- c;ieno Jana!~ese Tiie-. in,e nd,erzi~inu O~
SLII)!)orT and -,viil oni, be used if
absolille;.. nezes-nr,.
'Ninjor 'Markets
70. Japan: L'uhts and aCCOL1111 ibi ;'ialfthe
inaiket and are growing- Tile two major
ling products are PNI's \ex~ and JTI's Frontier
There are also line extensions including
Kent SUperLights It is I -,en- prolitabie marker
deSI)itC 11112111 SLIpport expenditure. It is
Bct-%V's top iniernationai prloricv with the
f"ocus oil Kent and Luckv Strike (which have the
saille blend) Koo[ does :lot ha,-e a charcoai
Filter bec.-ILISe it does not work with menthol.
Capri is Focused oil the reniale setzmerc
71. Next has a uniqUe coamai i1iter %,IliC!l %VC
5110LIld tes; to see why it has been adopted. The
brand Fided In the US The latinch of it
~'rce-standing ling, product in Japan would cost
S-10m, theref'ore it Is Impoi innt for Kent to
have a I mL Version.
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13 ATCO CONFIDENTtAL - CATEGORY 1: MINNESOTA
TOBACCO LITIGATT.ON.
BATCO doCUMent for Province of British C01UMbia 25
October 1999


72. JT1 are achieving price ises by switching
fi-oni soil cup to box at 20 yen more. Other
manufacturers are m Ilike:-.- to ichieve a price
rise at least until JTT is privatised.
73. Koren: Tile outlook for B&W in Korea is
improving ill spite or anti-Western sentiment.
This Is (itic to n&.w,s roc-,sc(i porTfi)l1o JT1
breilks even, ill the othcr importers lose money
in tile market. B&W's ficcus is on Kent and
Finesse (which has a niale profile-. Virginia
Slims
outsells Marlboro and is aiso a rnale brand).
74. Tile Outlook for the fast urowth or the Import
segment ill Koren is not promising as the
retailers are inti-wesiern and the aspiranonal
lifestyle is Japanese. Kiin will be tested again,
and a Japanese name COL::d be considered.
75. Combined Exports: T;iis market IMS 300
IlliiIi0II C011SUiners. Tile onlv national brand
is
Hona Ta Shan ."ill _-~ :),--the inarke,. tile
other brands are reuional. CINTC has 180 plants,
many in competition it". ~ne another. and
over-capacity.
76 Vicerov is urowinu Fast is cnnnibalismu Wton.
LLickv Strike will be priced just under
Kent. The portfolio Is ~::1:-,-,:)ieie ,ith tile
possibie exception ofa mid/lo, priced UKIB
77 The main risk 'Is Froin :.7z~ over-lienrinu,
econonn%-. and tile highest priority is to achieve
the
lartzest-ioinc venture PO;z:~-.L. qLIIC.L:I,.
7 S Rnssia,,CIS: The oi' n i!ie :ii,,Ae, has
redUCC-i from 3,90 m SF, since
adve-tisinu as stai te,-- - The-: is a ii,L:i le,
e1 01' COUIllerfeit and 're,,enue re-_~uced
1111ports 1111 , hich Inon~ collip=
79 Tile brands :r, orde- -;7--i!V are Sm:,!. H13.
Pall Mall. Hollv,.vood or Vice-ro-, Kim,
5 ails 1-_--~~:. It ;s Z-. :~enr preferre,4 ~v
t~ie corsume-s.
there.-cre a prigmazic 1-~--,icli is nee~:e,-,
The meeiniz %,iil ccn::nue L-nc
H C Bar-Lon
01
S
N)
CID
C',
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BATCo document for Province of l3ritiSh Columbia
26 October 1999