Proiect OMEGA
THE OBJECTIVE OF PROJECT C~EGA IS TO ENSURE THE
LONG T__-RM
DEVELOPMENT OF MATINEE AS A THIPM VIABLE ITL
TRADEMARK WITH
SPECIFIC RELEVANCE TO WODM4.
Market share trends clearly illustrate that ITL's
trademark
portfolio has diminished from 5 marks of varying
relevance down
to two - Player's and du Maurier representing 80%
of our
business. There are long term strategic
advantages,
particularly in a post B-41-1 C-51 environment to
ensure that we
continue to develop and cu Itivate trademark
assets which
uniquely represent the 3 major positioning areas:
i) full flavoured, youthful masculinity -
Player's.
ii) mid tar, andro=ncus, contemporary quality -
du Maurier.
iii) qualitative mildness for women - Matinde.
Project OMEGA is designed to capitalize on the
pre-existing
mild-female image of the Matinie trademark as the
foundation for
its rejuvenat.-on.
The program calls for a multi-faceted series of
act_"._~ties:
1. Reposition matinde Yellow as a vibrant entry at
:`e 8-12mg
tar level amongst you-ng females.
BATCO CONFIDENTIAL- CATEGORY 1: MINNESOTA TOBACco
LITIGATION
BATCo document for Province of BritiSh Columbia 2
November 1999


2. The establishment of unique product image
credentials -
associated with qual-;tat-;v.e mildness and
sensory pleasure
that is different from the mechanical tar reduced
=aracterization of off-spring from major
trademarks.
3. Re-orientation of current marketing support
programs
dedicated to long term trademark building as
opposed to
normal positionina maintenance.
The priority for OMEGA is very high and we plan
for the Matinde
Yellow repositioning to be introduced in June of
1990.
AC/jc
February 21st, 1989
Un
BATCO CONFIDENTIAL- CATEGORY 1: MINNEsoTA TOBACCO
LITIGATION
BATCo document for Province of British Columbia 2
November 1999