GREENDOT RARKETING OBJECTIVES BASED ON CONSUMER RESEARCH ANALYSIS AND BRAND DEVELDPMENT PROGRESS 8Eauiies, Hampshire 6141; October 2nC, t989 Cig~*ett~nfabriken GmbH Mi-'~jBie-Be BATCo document for Legal Services : Health Canada 19 May 1999 i, P~ODUCi DEVELOPMENT OBJECTIVES 2, COMMUNICATIONS DEVEIOP~ENT OEJECiIVE~ 3, iWO FROFOSALS FOR THE TCTdl BRAND PACKAGE BATCo document for Legal Services : Health Canada 19 May 1999 i, P~OOUCI OEVELOPn~Nf OBJECTIVES 1,1, German smokers ~~ni a cigarette which is co~ventlons! in all visual as~Ect;! familiar in t~e j~aki~~ mecnanics jrd t~~ ~~ndiin~ an3 gi~E~ t~~t the !SVe! ~~ ~t~:I ~5Y are ~icusiom~~ t~, T~er d2iinitiiy express their wis~~j for a iisarEt;e u~~~~ r~S~c~s health risk factors compared t~ s~~u~n~ionri C~S3r~tt i,?, Ao~~~ t~~ i~rsf majoritr o: smok~;~ t~e~~ is Otiy a !injte~ jcceptance ior tracing ~~;i st ine current Ifve! oi taste for a lower ~~t!th risk isr t~fmse~ve~, German s~ok~rs ~~n~i~~* t~c~se!ves to be wei! informed ~boct ;~~ ~~~lt~ risks of o~ssive smoking,'~~ re6u:iion o: the health risk ~~r Zh~ ~ia~!~ 2iount :~2r, ~o~~ver! ~olC~ re!at:ively litt!i im~o~'i~:t ant is Sscijediy a third priority it~s, BATCo document for Legal Services : Health Canada 19 May 1999 For t~E F~1~T~1 b3dY of Girm~n jmok~rs th~ rankin~ ii Friorities is: Today`s level of taste las accepted in the existing segments of full 113V03~ low tar and ultra iou larj, lover heaith risk for tbe slaker himself which means lower tar li9ures. less health risk for other people and a better social acceptability or smoking which means less passive smoke, BATCo document for legal Services : Health Canada 19 May 1999 in ~h~ G~rnsn Mar~~~ cur~ent ~i!d ar;J ultra ~iic Pr~dUCLS are cr!y ccvering 20 b oi the oral n~rkfl, 80:of thf tl3tai market are coverej br full fiauour brands, The potential for switc~in~ t~Ertlsre ~s much larger in the fu!l f!~voJr segmt~i! i~ WE can achieve the two objectives oi p~svi~;~g 1 taste IE~EI acceptable for tod~~ s fiil ilavour smoker w~il~ io~~iin~ his sun hc~!th risk ior him, ihe reductisn of F~s~iv~ snoke is an ~ddiilonal bincrit ~;i a ~;ime motivation fo; switc~iny item toG~~ ; isvour brana;, *:. ii Gcr~a~ ~oskiis rej~tt all Product soncepts which e~nt;fn In t~~ir v!tw technical and che~ic~l t!cmcnts ~~ich t~ey ptrceivt as n3t ~at~r~l, There:orE ii ir ~ish!y dejirjSle to deveiop an ril-tob~~co FEE~NDOI ci~erette, 1,5, Th~ Germ~n market i~ are~~mfnantly Aieric3n blendej, Blend ~nd :!~vour dEve!spment for a GREiNDOT c!~arEt;; o~~t take t~is irto ~;;oun: BATCo document for Legal Services : Health Canada 19 ray 1999 1,6, fe ~ust ~~t Isrgti ~hi~ OIrmin smokers :!, *;~rL;nE ~~ a d2~~erous sujsttsncE ior 1IIL\I_ . .~ ~~~ir ow~ ~e~lth, iherelcr2 we uili Se able ~o ~se the nicztini inhertn; in the tobacco but ~e ~ili ~;t ~e sb!~ ~o ~~: nicotine, ..*I, L ;,ad l;~b 1,7, F~r ~~E ~~ia~~ ~CIKF~~01u!d ;~ere IVIC rer jerrsn s~oker; a ~RtENDOT ci3areI; 30 ~i I 1 e vhii? ca~2j i; cl~s e ~: vu sib!e to the :all~~in~ j3~:li!3 003CC1 ~eS: Tar JPNWMF) 4 - 10 Ag as little as possible uith the desired taste level of today s ordinary full flavour ~ini~Prta ~iyui c~~~~ Nicotine 0,8, Glyccrol itotal loadins) a maximum of 5 4;. w B~Co document for Legal Senices : Health Canada 19 May 1999 Significantly reduced passive smoke, King Size format, Fi!te~-lengt~ 20 - 25 mm, The mea~aring 3tendard for jot~ t3ste 1Evel ant test~ c~arazt~ristic; mus: ~e t~e German Marlboro i,~, c~E~rot;~ 2s our current full fiavour ;;~n3~i~, !,8, Even t~ou~~ we z~nnot cammu~ic~t~ reductions in ~io!o~ica! cciivitr in Ih~ German !~3~! environment, thE G~EEND~T cigarette m~s: have a sioniriiPntiy T'~~CEd bi0iggiia: ac,ivi~y comp~~e~ to to~~~ s ~~rk~t leaders, r' BATCo document for legal Services : Health Canada 19 May 1999 1,9, The '~Eshi~E outY product concept has j~En co~:irned;y Gcrnan snokers a; a suit~jle vehicl~ for indirec~!y communicating a relativelr na:uril reduction or health risk, ihe~EisrE tile final F~EENDOT product s~o~l~ inciudt a tobicco treatme~t procedure which in !~ym;n s termi couici 5e explained as a p;scezs ol was~in~ dangerous sujstances out of tobacco, in thE GEr~an ieca! environment su~~ a process musl mske an efiective cont~ibutio~ to :~2 fin~! p~oduc:, ihe process cannot t~ :3tP!lr ineff~~ti~c, ihe process, ~ouever, does not need to be t~e only source oi th~ combinatisn oi el~eitive product charact~ri~ticj~ ihe orocess can Se shown ic grs~hi~El form Sut there shou!~ be no ca~;~i st~tement ~houb the r~!ation ol the pr3ces~:~ particcisr eif~ct~ of the cigare~tt 1E,E~ ;educ~3 sidf str~an ~nok~J, BATCo document for legal Services : Health Canada 19 May 1999 2, CO~MUNICATIO~S DEVELOPMENT OBJECTIVES ~ith the G~EE~COT cici*~ite je wi!! be i4ie to offer tol"eY ~ he~jt~ concerned stoter of fu!i fl~vcur cisi"e~t~s j~~ c3nv3ntiontl light ;i~areitEs an is~;~v~~ tn~ ~iedibi~ s~lutlon for reducing their PerSOn51 C06CErn while maintaining Very ~cze~t~~lE tests Isvels, Ey the reductis~ oi pdsEive sn~~e in E~EiMDOi, we will a!se ~iie; better ssci~l 3ccfptarii ard reduced so;i~! caniiic; ?otetIel, Ihe overall communication is to coamunicate to smokers that GREENDOT is a new solution for smoking enjoYment with reduced personal ~e~it~ concern and reduced social conflict potential, BATCo document for legal Services : Health Canada 19 May 1999 2,2, ihe G~rnan iood·!aw speciiica!!Y orc~ioii~ ~ny statements of the nature that one cis~ret:~ is ~Ess har~~ul to health then another Cigarette, ii we wart to CQnV~Y such a nessage to t~E smoker we must ~Sp communications e!~men~s irom which he car; draw this conclusion i~~ tc~acco 'weshing" prsczjs i~ Eccn a vehicle, 2,jl bny stjte~E~tz concg:nins the resp~ns~~i!itv oi the s~eker or ai the manufacturer must ~e h~ndied with great caution, 2,C, i~e GPEENDOi cigarette carries a nu~~~r o~ product beneii:s: The very good taste together with the unusual combination of a low tar and conventional nicotine figure, -- BATCo document for Legal Services : Health Canada 19 May 1999 The reduced Passive smoke, Ihe process of tobacco uashing, dl! of these berefits c3n be used as a oCOO for the overall strategic com~unicitian~ o~jectivej t~tt GR~~NDOT is the solutia~ for modern ~nokin~ e~jorment, ih~ ~iticnal argument in favour of G~EE~DOT needs to be coiple~e~ted bY an emotional 2ssurance to smokers that ehey have made the Sest choice, BATCo document for legal Services : Health Canada 19 May 1999 BATCo document for Legal Services : Health Canada 19 May 1999 BATCo document for legal Services : Health Canada 19 May 1999 !2 3~ iUO PROPOSALS FOR THE IOICL BRAND PACKAGE We have 6EvE!OPEj ill GErl~~~ i, Th~ tuc pr~~osa I, .. as sos....c.isnsC:F~DOT ,II I 1~ brand p~ckaae OP1 I Or unt[ ~i~i i icmmon b~~is in ~ic brand LL" ..,] Ine .,,,, hl·~k lI the ~Cr ·c~~r d I'PrC C'C iO~~ri j Ilr~lgndilll'' "'''' IC vVI ~vii Iiir * Prov05~F di ..ongiy inineir er s co~~unicciions 2ppraach, One FroDc~i! ~u~, c ·r hii~n em3nin innova ,,~lcn ~r;ii a n1 "*;i3r~~! r~is Frs~uc~ com~uniiciion, The other PrS~C 3Cit!So oc elemenl ::'ce ~e he: an ····~~ ;but a IIIIIIIVrl IUr~ ".uliie enu ;oni, G~S~;1 Oi si ;~es~ in~ort~ne i, i~* 1, i *. nsking p iljaymen mo~~;n 1~ 3,?, Fe .brl~C nsme iJe heve ci~o,,ii Z~n" I epr 1" iii 1 '~'~~! t~iS brsnd name sho~,~ in carry !0;:I V t~l~ m~::=~s c~2~ ~ SDeC1a1 nEW 31··, .~1 ·*~r ~· r*rAr. '~ 1 u develo3ment ~ias been recvilL*~ Ci":::~:: '~nPr th" d la~ll s ii, in In~ tradE·iirk ;en' '""' ' ' ,, rc~ i·r * Market, We are the ~Eriil Dooe:ll, I ~~II· 10 *u *i!h nll obt~in iiis righ ., TOT "Zfnth" in Li~ .*h ~~;srt3nt UP PPn European mirket~, S~ n~*rii ier we .? ~e ·I· ii~? I:cl , an eY?1IIAP I131r w~i .~c. L ~2~f only ~~ ·· 1UUL r*·r ;155 a brar~die I I, th" , mon;aoi n; C· IrJ in r BATCo document for Legal Senrices : Health Canada 19 May 1999 : ..:,, ,,, ~,,,, 03tPt : 3,3. ~~ ~h~ makers desIc.iu!i we I~cve 1 or i;hHII 141h1i InnavG1IVII i i s makers ~~sisn~; sil wi!! L·l* IIA CA ~*AC·.· 61AtT which cannot 3e It~l pT3ttCtid as a c~r~~~~ion2! trad~·iark, We ~~ue ~~F!ie~ ior rssisterins 1 Bldli innovation' as i pic:~r~ trade-n~rk in 5srr5ny ~n~ h~e~ asked BldlT 1,K,tf, ta examine wi:: 91L1i C~ Lkr ~I ES OI ~ecIs;e";n~ II1F Fossib ii 'JIA1; innovationl i~ other m~rK2~;, I~~ plc~~ging ~eveio~n~n~ takes ua i~~ t~~~~ ss; br illr VI~(IU IICIIIF, in~ pack iiE~ c iL, L*..~ *.., TI o~l visuj! elements which hopefully will heir ITi ~ re~~ricted ~dver c;IIsinF envircninen:, T~e ~* Ai.u.A; C~ ~~Ah~m~~ri picturf ean IU ~I;~JllllllVL15~ lighter variant. The pack does no: use t~~ co~ventiona! design i~n~~tse oi ciE~r~~t~1~ F~cxs,;~ij ~~~P has 5een taken o~ pu"~o~~ in o, :,I Order ' C ":re·:~ 10 30rL"aY I~n 2~ 2s e n~~ il~e, W~iit~ 5'""'1' LL" ~~CI1~ iaiiu3 dpari IrSni Iiic LIVW;I Oi conventi~nal jrand~ i~~ nex; cl~~ wouiu v~ e pack design ~ESt, LJ L~ Cn BATCo document for Legal Services : Health Canada 19 May 1999 3,5, As tn~ choice of ~ li~~t ciJjreti~ ir;iss~lv connez;Ed to hejlth concern smokers ~~ light ci~a;E~~Es in the (;ermen SomEstic Me:iiet ir~ older than fuii fiavour smokers aiin s strong reorEsin~3tion in t~E a~~-~~OU3S 30 · Ij ve~rc, ije cur;en' iul! iiavour;ess~~j j~C~E a per~en~a~~ of 23 mile saoke·s ini ijj female smokers, ihe current light s~~~ent shows a sercent3ge oi jj iemiis a~i :/3 I2!e smok~ps, T~e co~munic~tio~ must t~2rEiars ~r~E ecu~l e~~et! to male end is~al~ s~ok~*r, Frcn the star; we cannot s~~clir whether i: ~j better to put a st:oneer emphasis on i~e enot:onii ap~e~! or to stress the riii~ns! element of product innov~~ion, iheie~~;f ~~ are proposing tG;o ~iiiere~t co~mu~icrii3n ;oiice3ts, 3,6, The ~lrs: concept Is Sest clasji~;e~ :~ t~f coEy-:~nE IThf am~z;ng thing abou' 2~ innovation is ~hze no·one di~~overe~ it beforE~, inE pictures drsw the consun~'s attention by showing things everyone ~siiec~~ to be impissi3lel ije innovation element is su3p0rted by :be prsd~ct coPY and the visutl g~aphice si tne to~~cco w2shin3 PrOCE~E, BATCo document for Legal Services : Health Canada 19 May 1999 3,7, TE s~l3n~ concept shows t~~ act of sloking in a iar~ which is reriuctC to iBE most abrtr3ct PiitOTia~ description, A nude men smoking is ~03iiU~!Y the Eosi simple nst~ahore for nit~nl enjoyment, ihis n~rurEl enjovnent if cc~zlEssnted by to two different CoPY·linf~: The discussion is finished, Zenith, Enjoysent with common sense [for the thoughtful smoker) - to opt for new IJaYS, 3,jl T~~ next jteP would be a csns~ra~lve ~~vErt:sins test where t~E Effectiveness ei both e~mm~nicat~cns E~proEtne~ should be ~~ss~r~~ cn their ei~ectiy~nese ~het~~r t~e different consepts are able to iriluence tile S~G~i~S nsti~ation and bri~~ choice of he~it~ ~Oni~r~~~ ~U11 fidVOUr Smd~~rt and smokerE ~~ convE~i~on~i light b;anj~ ~~ iavour o: the ntu ~~EIND~i cigarette, BATCo document for Legal Services : Health Canada 19 May 1999 .. Q Q IrJ C~J ''J BAICo document for Legal Services : Health Canada 19 May 1999