'$W~g IS 'IlIS SNDY OF a eIg ~AET Wist then is of interest is hw the c~su~3r uses the I~ helshe pernk~~ - BMCo docunent for Legal Services : Hea~h Canada II ray 1991 rr j t ~I·I*~ J~eru~ 1 hr ~ta ~ i ~·J rI thm! s.n,~ I 8 e O O O 6 BATCo document for legal Services : Heath Canada 14 May 1999 a~t cPN 8ac~x; ii P3RTFOLIO Q aIPLLI~I~aTfVE TEI~ICUES, ~IICR AlSO INZUCES OCEfJERS~IICkPfi (L~X;UIST~C) TEawr~o ANc Ir NnJ r)raulrrPrrrv~ aMNSCGY', BATCo document for Legal Services : Heath Canada 19 Hay 1999 ~ ~1~ IOTfiS b ~ ~ RESFARCHI ~aE AEACYSIC Q STIE~I (P~, n CalMER~V~r PRESS ~), ~ W~BRL bl~XIN-VERBA~, g ~ ~~ ~ ~ P1FRAMaJ3f Q HII~YRIESIS Q ~ SIWY, n a P~tYSg I R~ Q a~MM~Jr~~ OP BPIRd ~r~ ~ OT~MTN~1, ~ P ~EXT ~ ~ ~W~E~ION (Z,t, B SI~RA~Y) ~ ~ BI~EAK ~ ~ ~~I ~ O;M#NWI~ PRRTS M ~ ~ ~ INI~I~D d~~fFfB - SI~NIFI~ RE[ATTONSHfP, ~P ~ ~, ~ SEPRIV\TE f~FO~RIESE6~ BMCo documant for ~gal Sent,r : Hoa~h Clp~d~ 19 Yg 1191 ~ TIST l3]ST THEN BE CAPP~ OF ESlllgtISAI~: (1) I ~ STGN RElATICNSHIPS ~I~CINCI FS I~V~FN~1 (b) TO lJlRT UW;RFT~ II THF~E ~GUII"I IN ~ SIC~P~ETE~1 (c) 8 nrmE ~a rrmrnemr~ QQ a BID NOT D(PEcn BATCo dacumantlor Legal Services : Health Clnldl II Yay 1941 VISUAL INTENDED RESPONSE RBT campaign - man is 'Thit is me' breathalysed and over Identification the limit, KLEEKE~ FACIAL TISSUES 'Thls is a campaign- music cormPetifal about introduction, KtEENEX facial tissues' ~ FRUIT JUICE 'This is pure The shape of the bottle chilled juice' SVAN cPmmerical - KeN DONE let all 'This could be me' BATCo document for Legal Services : Health Canada 19 May 1999 III~E ~ ~D '10 BE ~HIIE~ YIPES Q SIGUS" - ~NCM - SPIE1L (i) PN ICCt$,C REtATfffffKIP · THERE B h FRT~I~HRII RF~rm~ESWDITZONt AN Z~~~ - TYPfCp3fS1 PHOXXPAPII YIE 81~ 'MER1S''IHllbXH HlYSICAG RFS~HAN~I~~ (li) PN ~M)MAC RMTI~SIIIP - ~ Y(E S~QXFIER '~Icprres ~ rmM13~ ~' RIE ~m~, p.a, sm~ IS IN IE;CM OF ~I~ ~s SICN alES a MFPN 'C~HRaM ANY ~~ ~~B~PNCE' ~ RA~RIER EY I "F~AL' PaATfONSm, (lii) FOE 1 gCNIFIER ~ I~C~PIIF~D Y3 EE IN I IS~3_I~f IIEI~ICNSII~~' , I THERE ~ NC) & OR DIREXfl~ WM( EEIWEEU ~ lI SICNIF~ED INO ~ MPRESS~~ ~ P ARE U~ m n onnarnar~ f~B. M S~III~E g WT ~~ Y ~ I I~arl REzP~crs~ne -~- -- BMCo document for Legll Senkel : Health ClnPdl 19 Yly 1999 THERE ~1 ~~ OF O~HE~ SE AND TFI~ wIIM a BE 16ED, TIPICALLY, ~HC~ REFER TO SIC~S I~AVING 1~PNING' TI~XX~ RE~PIBL~XIE OR CITJIZGUT~I WITII ~I~IE Ol~fE~, (iv) SL(NS WHIM 'FRE C~SUZ~qlRFAoeR pamnSES Tcl BE TRAMS Q Sll~i~ ~SE! IMPRWrS (LME A F03IPRINT), XLE~IM FAQAt TISSUE: CrTPI~MAL~ HRVE'I~T~T 'f~PI~'~ S~IPrC~s (~WP~ SI~S OF AN INI~T~ I~NE~S)I TrIE MP~ ARRESIT~ I~ TWE Rlfi QmM~CrPSJ BEARS SPI~erClls OF SIPUME), QldS (T0 A ~URC~R)~ BATCo document for Legal Services : Health Canada 19 May 1999 I~IQ-PIblltX1I~~1 QWRS 1 m~J~J~J~J~J~J~J~J~J~J~J~ ~ ~ IrCrN~N(ER arcasrs I B MFRECX)Q MPRESSI~ Irmw D~ 1 LAl~a;E ~ Or F~E~IIE~ ~II~RES (PIMJE~d): 1 SMALI g~ q &RTINENT F~IIIRES (GRAP~): a ~HIwwr FEnrrws (o~Nclrar~clE) ~ ~ ~ ~ ~ ~ ~ SIMEKILS (S~ BQ I~LF~ Assrwlcr mEAs r ~ PRElrlOUS~IY P~EEZI Q3En~) IIQ ~ ~~ QI1 ~ CI\LI~D n~n~is, ~ w~sc~n\r~ SIQ 'W B IPWDIC~~' IB I EMBL~I, B~Co doclmpnt for legll lentes : Hl~th Cllldl 19 rlr 1)9) I~LIC~-SFIIII1ATfbl ~ ~ ~lm ~ c~as n ~ I~I~ABIE SI~II~~ - C ~ m ~KI~API mrs~s~ F~ARIRES Q ~ O~Oar m wcws w~ an VARIRTICN~ ~ 'P~ggl Om431W\tS (~, K~M)P SI"ILI~~S ~ ~S ~g, B#Co docum,ntlor Leg~ gentes : HcdL Cln~dl ~e Try 1989 I~PReS~ICNS eI~ a~ TrIS sIcr;Mluw lFFS '10 ~ SCMFR1I~ I ~~ ONE OBTE[T~ ~lg OF CBJDnIS ~ CWMIE ~ D EE REPRESWT~~. - AS r WIMPf~ (CNE) ~ PRESF~S U ~~ ~ IW(ES~IP) MAN Is I~I~ES~ATW-IS AS h SAMPLE (THE ~~ ~~ CFPS IN ~ D ~ h sPMm;~ ~ ~~ ~ o a ~)~ - ~-- BMCo document far Logl tsnket : Heulth Clnldl 19 Yly 1999 FPAMe RIE ~ZAI~CI~ d A DMCE BF~EE~I TEE MESSP~ AND THE FRnME~XI~M IN BUB IT IS TCI E TAKELI. FRA~ES HAVE 'IkD R~Neff(TJS, 'RIEY TE~ uov 'Ifl mKEIE WIAT W C~SIIE THE FRAME: IIM AISO TFYI YCe~ HCW TO E~PUIRTE ~AT IS INSIIIE, BATCo document for Legal Services : Health Canada 19 May 1999 PIEXI13RP~ 1 RMY 'IMPI;EI I FOLYS~DIG; ~ ~MP~Y, BAIYI~ THEIR d~tfFI~S, I 'FI~3~L~ ~WN Q ~~~' ~ REPDER ~ ~ ~CsE Q1 mZRE U~rHE~S, R~HDRP~ '~WFS ~ ~LOAI~X; ~~'. (BAR~HFS) B~TCo documlnt for ~gll Sen~ts : Hla~h elnPd~ 19 Y~ 1199 jI e a ~ra r a3 f i j E a 1 h i r r. fi ;I r 5 i r rli r:i Z E g ii 4 t i s eF O t i 5 E o ;I g P i o j 1 8' ii i a E )BfP: .· r 2~ g e ,, .. ·E a a · · · · Ib. ' ' · : d Q '; O Q 0\ N BATCo document for Legal Services : Health Canada 19 May 1999 )dt 'crS1 I i ~j~y~ ii k P kb o ·\\'4, PO Y O IIIIC~~IIT 81~11111~1 / ·N 'J BATCo document for Legal Services : Health Canada 19 May 1999 PXBIPIZI at~lLrrm\TLVE RBABar ~MAL It I 6MIdIC APHI~I ~w~mx; r~ r + rcmre COIZZNE: ERIA&~ RIPJIII~S~ FB3VI~ ~ I;RCUP RE~F~NCF~IS ra 'crasarel n E~I sl JIE~TIM ~ W(BAL ~ TMI~ HDI~S f ~ C~EeF~CWJ~, ~~ W~I~I MI~ ~ ~ SI~S, EVIMINE ~ S~ ~ TE~ Q a ~ ITWDIER ~ P ~ ~ ~mo p ~E~on,8 ~I ~~M I~ irnrn a ~ rc~uxsl I~r~f~ a ~ ~I ~ ~r ~ XC~N~I~E~XISYE~a CII1P;ORIES I I~ r CDN~RL~SEMEIP~ I ~Yf~, QSMX~ ~ ~WTP DZS~S~ I NCRn\t. ~F~F ~ 6~1TS d I ~W1FS I DMlffl O~PARI~ BEI~P~ )ICRIAt 1, ~KP~C~EPI BMCo doelmlnt kr Lq~ Sanker : Htdth Clnldl II YI 1998 J1IS (,S. J~AN · BRAND STRII~~P PbPER,19B6 IAUNQ RATIOHAIE in 1994 the total JapaPese baatic Btlrer volume vu.31l billiona, vith an LF~ttcd segment penetration o~ approximately 21, ~hF111~ the total market isfosecasted to remain relatively static over the foreseeable future, it fa envisaged that the imported content, doe primarily to some measures of ~ibetdisation, uill locre~w· to 6,51: by 1990, Bovever, 'I the imported eegmeot is currently dc~ioeeed by Big, ptoductsl ~PS (,SI vlll therefore he launehad to cwpete~direcfllr vlthin tt~p· imported,. ·'' VIS, scg~nt, PRTCE· It prl~lvirh d.rrln, 1Pamd, li.S· p*urta.. SAWS IbllMe 1986 · U5 mnst, rising to X of imported segment by 1990, DTS~RIBITI~ON STBA'IEFS Total Target 15,000 outlats, in Tokyo (10,000!,~PFska (0,000) and Nsgoya (1',000) Birbln these connurbaeibae, diottibution Q1 obvioualy be concentrated in: Target KsrkLt Zbneel ;Ir. TIRCET HARR;ET guandtative - 18 to 2~; pri.ncipllg mala, Mdl, educated (pttifularly Ihldenta), urbln dvellersl Oeuaional and regular e~o~ts of imported, ewptidw U,S, blaPded i dpterteh glllU_lltt~E . ·~ JPS ~q~ars~will be yourhful,.QeNonabla, Ilregldoa and rciPti~styr~,~ iodirid~liaeie. They enjoy a casual, conte~Pporart and outBoiog Ilf~atgl~~ They poaseee th~:aarf-copfidanca 4) make: ~~te~en~olPf chair MivldtPTitl: thrw$h' chair behaviour and drelb,'g~tho~gh: they, desire e bs~·:pe'tceind: s~ Ityllsh end ~~trcril bglthrir plltll~ :~C O -- - BATCo document for Legal Services : Health Canada 19 May 1999 ~6~ aUDlEHCE Principalltr rL, 11·30, PCI T~I1CE~ 1lrl rlLACE -Young, fl~h~oa~bl~ and llberll - Self eo~lds~E, but poc flaalrl - ror thooo vho dib to Ih a Jobtla otstalat of their i~i~rllg - Coouolondottroctipc Ilissgla - Sod~ltltrt+ti* (p peero) IndcpPatnt Ipirit I ~aoth, ~d, bleoded dglrlttl that doliYoro I~q·llliltlCtLldbDt irtitariw,. due to iCI traditional and df~cti* charooel filter, lRMID ~~~Og~IOI· (,) ~rldlc~~ : a high q·lirf, lnd, bloodd a~rcl~ filter citst6tta offering.saooth spoking &r~ctlrl~tio ~pplllot to trdltl,~ JaPeooee tlltlll (b) lpege I rdarn,~u~od Id Eolespr~tl brood offarinl international cachet ad Igla, Itel~cti·l~ prllmed iP the 14· bieelr ord gold Poolr, Qr 1~ ~~~gg! BI rPprr~ Z L4·IL~ 1~ ~1Crh~; 1 3, 'Nlturol' aaaociattoD with lotorroeing i. Clal, ~r(~~, ilO~ltL13 ItJlt WP POslTlONlWe h Iptl~lip~, IIIY~1( Id; i~~dlOllf Milltl;t·dtlndr' t* ri~tra~ Lpttd,. blepdd cigrgttae,, hut Jnich pffln: treditionrl; r~~~ toote ood Jlri~~eLa~, I~ S~RATII~I; I~Lb Cld.ililr~;~kCtl~ C14~# of JCI t~ll II~, dC.~ o~dl, illt~ oljlcti~ d Ilrt~~~. ovoreaee of tho leeeeh of ap: clpt~fts, BATCo document for Legal Sen~es : Health Canada 19 May 181 CCCC·C)~·- - ..~CI CP~T~P~' OBJECTlVgg i. Ta clcarll idendfy JPS Is a nev e!grerte band in kp~o, uhltsr building upon the existing awareness aOd appeal of JPS~· 2, To establish that the brand Dame is "JPS" and not John player Spadal, 3, To establish a strong association between the brand eolouta, logo style, ~OtPr te:lng and JP5 as a cigarette brand, I, To of far reassurance that jpS cigarettes are to the taste of Japaneee· EOM~C#'it has nlldnesI; 5, To roa~sy a cas~81, yet dyndc, and youthful image with greatest appeal to the under 30!su i 6, To ensure consistency of' execution aerosa different nedia, f, To ensure that tbs initial c8mgaip allows flexibility for fueurs· daosl`opment,~ with so~l Ilrapr of fonsistsncgl :·.~ B, To offer reassurance that vhllst JPS ~o~ Miguc and indi~idwl,~it is not 'odd!',. 91 To i~plicitly reinforce the quality of JPS cigarettes tough 1 high quality execution and presentation acroas all pedia, OPEIULl GOHHUNICATtOlS OBIECTIVES 11 To establish awareDesI Of JPS dgarettes Bmonpst the target a~bicocc, 1* To establish a easuat, modarn and appealing brand hp~~ 3~· To cneolmge produce' etirl aid rqesr putchase,. CBrlOW! ~·`d · ·i: ;. · I'· ·- i: i::. ~Y r' : I ··-! ,, cPcl~o~ ~· 231835: · ·O BATCo document for Legal Services : Health Canada 19 May 1999 ImperialTobacco limiied/limilie 381(1, rue I;l·hnlPine Sblcl Mnmreal, I:,9. llC105 (illl 912·t161 P.O. Llx sr0a C.p. lulonlnal, P.Q 113CJ/6 Clbh!ICjllle 'Trliimp' March 10th, 1986 Tsll~~i'li!icr U55Y1613 Mr, Rob Ferrla Group Research end l)eveloppent Cantre Regent's Perk Rd Southeapton, ENGLAND S09 IPB Deer Rob: Thess papers should give you a good idea of how a project unialds, We have included concept and product papers that cover an innovative product ("JAZZn)~ a straight line-extension ("TURBO"J and 8 new product from ground zero (~OMBCI"). If you are interested in the nvaeabularyn, these Should stand as realistic examples, For instance in TURBO, the developaent exercise has strongly suggested that we could not be at 4ag in either product or concept; so, the current product is an 8mg, Bowever, if you have these, you have ~9Bt of the documented kejll, I say most because, like lokt things, documentation does not cover the complete process, Tbs basis for most of our success, in this area, is not due to quantitative assessment or documentation procedures, It really lies with guys like ff8rb end Bill, who can straddle to gap between conceptual hand wavers like as and the people who actually have to make the things, following by vigorous external teeting, I think you would find we vary quickly move away from bureaucracy towards dilcueeion~ Realistically, these papers are more oriented towards definition then progress - solething we can refer to in the case of an uneettleable dispute, Lt:. BATCo document for Legal Services : HealL Canada 19 May 1999 So, pour solution is to find a way to clone Herb. I hope these Iseet your osad~. If you need aore input, as always, feel free to call pa or Herb, Robert Bexon Oinctor, Market Strategy ~ Develop~cat Marketing RB/je cc: R, Roubicek BATCo document for Legal Services : Health Canada 19 May 1999