RAT INDUSTPIES
Wind,of Hot jsP50 Victoria Sirpel London SW1HONL
TplephonP071-222 7979
Froin the Chairinan 4th January 1991
To: Mr. R.J. Pritchard
c.c. Mr. M.F. Broughton
Mr. B.D. Bramlev
Mr. U. Herter
Tobacco General Managers' Marketing Seminar
Following our discussion at Sandwich on 13th
December, I am writing to
confirm what we agreed regarding the marketing
seminar which you have said
you will organise.
1. The purpose of the seminar will be to provide
an opportunity for
selected high potential general managers from the
Tobacco businesses to
exchange views and to improve their understanding
of some of the key
marketing issues determining the future success of
B.A.T Industries in
the Tobacco market.
2. The seminar will be held in the USA from 25th
to 28th November 1991,
probably in Dallas.
3. Subjects to be covered in the seminar are:-
(a) Excise Structures (session to be prepared by
Mr. Herter)
- Discussion of advantages and disadvantages of
different
structures, illustrated by case studies.
- Team work to devise solutions to the EEC
harmonisation
problem.
(b) Brand Goodwill (session to be prepared by Mr.
Bramley)
- Discussion of accounting and other methods for
valuing
goodwill.
- How can brand images be
maintained/enhanced/extended.
- The importance of quality.
- Mr. Wilmat Tennyson to speak on Canadian
experience. Lrl
C)
r1 i
cl~)
1-1 1 Lul X.! --4
CO
BATCO document for Province of BritiSh Columbia 25
October 1999


(c) Cost Effectiveness of Promotion (session to be
prepared by
Mr. Pritchard)
- How does the total spend in BAT compare with
sales and
profits.
- Relationship between levels of support and
market share
(possibly illustrated by case studies; Kool,
etc.).
- Possible speaker from Harvard on academic view.
- Are there lessons to be learned from Proctor and
Camble/Coca-Cola/Unilever, etc.
- Relative cost effectiveness of different forms
of promotion.
(d) Distribution/Trade Relationships (session to
be prepared by
Mr. Pritchard)
- Role of the field force.
- Motivation of agents, agency agreements, etc.
4. It was also suggested that some time might be
spent on competitor
analysis.
5. On the final afternoon of the seminar, there
will be an opportunity for
the people at the meeting to raise questions and
discuss marketing
issues with a panel including the Chairman, Mr.
Bramley, Mr. Pritchard
and Mr. Herter.
6. A first provisional list of the people likely
to be invited to attend
the seminar (who should be senior managers with
the potential for
further development) is as follows:-
(a) Brown & Williamson Sandefur, Whicehair,
Schoenbachler,
Fitzmaurice.
(b) Souza Cruz Castro, Andrade.
(c) Imperial Brown, Lee.
(d) BATCF Schweitzer, To.at.
(e) BATCo. Brookes, Hazel, Watterton, Ross,
Miller,
Grant, Tandrup, Freire, Viner, Wormser,
Arnold, Stephenson, Edmunds, Rose, Chukh,
Borloz, Stuart, McDowell, Matamaros, Ingham.
7. Mr. Eckmann will be made responsible for the
detailed arrangements for
the seminar and ill attend the 27th February
meeting of the Tobacco
Strategy Review Team hen the seminar will be
discussed.
8. A copy of the note which has been circulated to
the remaining members
attached.
of the Tobacco Strategy Review Team
C)
Patrick Sheehy
CIO
Enclosure ___4
BATCo document for Province of British Columbia 25
October 1999