s, alt~ Q O O tZ tP· 1(? C O BATCo document for legal Services : Health Canada 21 May 1999 li~an~nn~ Xlany ofyOU havt no doubt wondncd why Ba"Y Bnmiry, 1 T~"C1 ma,, should present a vjbjcct which lies at the h~ut of mar~cting:· Finily, I voIunve!(d i" J 00 O chall(age Secondly, I Ihinl: u·sdo apariB0di0~ O,C~ridg~uaour forccastiog, analysis andcanuoll "Pdlpuotionwblerwsdothc Same with our brands~ Thirdly, 1 believe brands and thcb management Ire crucial ii our business is tok~,~'dw1"'clobl~~ba1 Financial performance Of OU1 husin~sr is highly dependmt o" thc performanet of an intangible, the value and qualirj Of oufbrands. The .,boydolrnoticl~~iappcaFsce pM but bow much would PM sell him fortomonawl 5, 10, 50 billion Dollars? ThC quality of our brands is surely the core 9itY of our businws, 'The future marketiPg battle will be a battle of brands, a mmpetitioo for brand dominance Busi"ess apt invcstoal rcco6nirob~andl ar Ihe compaPY's most ~aluablt assets· This is a critical concept It is a vision about boff to develop~ strenkhen, deIePd add manage a busidcsr ~~~it~illbcmorcimportant t~o~nmar~cutbantooanisc~';F~.TOLOnlp·8 0~ to~Pmaria~ir:ocanmar~~dodanfbianb: BATCo document for Legal Senrices : Health Canada 21 May 1999 I piopose in i0"idcr brand gudil and its role in maintaining consumer goodwili Ih"gh le iry asribl aibranding, p'0ductaadpricing i will conclude with futJre dlvlpmcnt isrucs which Ibelieve sbauld eonuibute 10 Cc BA~ mar~liag goal of managing endu$gb""ds. n~8lm4~aBa~n~ SL~E2 We all $gW enmples oT 'grol' brands. ~'e arcpropedics which rraascend national boundaries, ignore Cc pndiciiaas olll cyele thearirls and come seotually 10 rrprercnlcndaing symb0ls oflh"i' produd C'mpSells ioup has bcm p,~iulcoo,gblojoinMarilyn Monr~~td~~9mbol in modem art. Gill~e and CocaCola are names which almost any nafionalig can relate to· Clwly brand 9Ualiry bas brcn crucial in iisig suci bMds to th$ Brand quality provides within a ma8tt I di8adbenefit ~i=~ u:~:oRju~h~W,.:.mIrabd~~~alb~ likelihood of the consume swi~h;sgout Inhui locou~ags gr0wlh and rlabilirln Of innchire or loyally The often quoted 'brand lifeeyclc' eo"apl is sudye eoovmicnl ,xplaaatioo by Brand Managtrs and Advertisingagencies Dr evendartf say it· No.ls for their poor brand nanagcmcnl? If a brand is well ,~,gtd over iimewhy Se~ ilbchavcas Here an somr oiihc'grcat bn"ds oiloday which were grrat brands several decades ago. ·2· BATCo document for Legal Senrices : Health Canada 21 May 1999 SLI~-l Chesterfield (1920's) ~y strike (1920's) camel (193s] gellog Kodak Lipton Croodyear Kellog, Koda~, LiptOP IpdGwdpwnl~hcl~adiPpbraodsinl921 and sdli are and there are many other c~amples· The qurrtion i', what ~etps them alive Ipd,~~i~.mdswcmnM~n~nourabi$mbu~d Nch~oduringquali~jin~o~'b~ds? Another reason why bRDd quali~~iimpoaantirlh~"18crcolmoa invesanent in mana malna is gdiy ~na~r hom e~isdng bF9dS rather than oewin~roducdaas, Existin% brands also benefit from a prc~~eoot~miridmanagrmcntiavoivcmeot nage of establishment ~nd Teputation amongcawm~n. Inconmst,th~ ~Ehip of poor qnaiity brand portioiios i UNally ~ctlcd in ~W' ·3· O BATCo document for Legal Services : Health Canada 21 May 1999 Corporale perform"" and, Ihcrclos 1 I"n 6lling on I~cSloel Ma~· Uir~nior:~YJLOibMa ~pUiSII quality wi~ic~ ii :prwlotr tl un~lyirl r"LaplOllb~ Com~aly TbG largest and most ,Ildibllda~barcofbusin~c's~~dm"'~ctiog variables, PIMS, bu concludad: ,~ Ihclo~g ruo C mosl important ringichdollffie~n$lbuSinlsl unit'l periormance b 16cpc~ccivad qulofhpraducuandscnicc~ ,~li,clothaseofi~mnpd"n.' N9e database gdibgr wMc: SI~E 4 con~attdtomarkctshare I perceived 9UalitY iS p0"iti~$ Iliigbcrpere"~~cd""tP~'~: .AUWs a bnsiness to charge a hi~cr prlee .Is directly related to increasedproritab~itIr~OI ~ue to lo~wcd eost of franchise retmsion) .Do~s not affect cost negatively ~e t'edoeed defects and Iwered manuIaetureI CDStS]' areascompctcnt y;a ibouid ~al" "k Ou.hc, ~"hM today xn O as,necdtpbein: BA~Co document for Legal Senrices : Health Canada 21 May 1999 S~mEl · Building new brands B extensions · Growing existing brands · Repairing failing brands Or are wt lac~ing focus io th, rmDsgemcol of bRPd Ulllirj Id tbd s~ills rtquircd to Ne"d? Some classic symptoms Df wcalmess appcar to be: ·I· BATCo document for Legal Services : Health Canada 21 May 1999 SLIZEL · Managers b~ c~d4 ~ m·lb brand associations I nonIedbe or laQI of brand arms is lacking · There Is no gdematic sasi~e tra"ki"g"""'" Of ~08~~ sstisfaction mdlq~ I ThereIs no skac personintbefi""b"i" fUhY aCM)UDtable )r protecting brand equity · yara oI brmd P~onnan~ arc short ~n Brand mrigers re sbort tmure taeticians · ,~,1·)-)lmrt~Dr~ttd dlsralC·~'4dro~lp ASk o~advn, laW IIPI Furthermore two Be~n PLC bnod CBb mvlagemcnt ~' even ~ghr priority ia L~ darkl d~ b' "'Y OLa p~m: ·6· BATCo doeument for legal Services : Health Canada 21 May 1999 swnE 2 I Relative product homogeneity Market environment constraints Most regular conrumablrs can be diirtrealhted by the particular combination of pmdu~ bmefiD which they represent to the M"sumer. (S1IDE 8 · CADBURY PRODUCTS) Talring Chocolate for example, there are many different modes of offer, including shapel colour, texture, taste and p~ing~pc. No~sololhlsamadeg~clwilh cigarettes, which nominally look le same, aR packed in similar confibration and may affn similar taste and sllisfidon ola, For this reason diiicrcnb6oo bc"tm tiganlb~ulds is strongly image and price driven, appc"liag to Subtle motivations, and aspirations, Many orhe! commodilirs diffnmliae strongly on imdp and price bul iew are as homogeneous at p'Odud level. Ln BATCo document for Legal Services : Health Canada 21 May 1999 Thir~dllivcdcpcndmcc"imlgc bu'Jdinl a I glrtieular cbdicnge iO our busi~tsr whert Ihe iutun Bla*I"~~OYr abili~ to build bnnd puaiily Y" cbnsaainir ipciude: s~Ee I peaetration ofadvertisingrestrictions of cigarettes ,gcalatingprices progressive deli~ery level restrictioos availabilitY os cigarette (Restrict'ODS eaith and social prss9"" ,smokingaad~ Before I come I, the dt~ail of product Cali~,l would Iblo plc~n~' didG Of EOme biandsaolhr(jmme BATCo document for Legal Services : Health Canada 21 May 1999 s~n a.lrr·~~~· thcwb~zndsmdancvcnbpYc'p0n brands, But id me d YOU "mLO ,boul Ih~m:· i. Tory ~cprc~ol four price categories 2, The cast of the product does notrcntet the price catcgorj I~asarilydepcPd wli~61 4, Brand growth does notI~E,~:u~mYnwiilpaylbcslm~p[ic~fPrl short cigarette as for alongone st diffwd prices."' 1'C SUppa~'"!! 16 ~:~ ~j,y~onie~~pv~i~"L'"' 11I~I Cbnnd) BodiouodzndUlric~lel~~mcarcoi i. )illth~sccigl~ll~ a'cwY suptI~ qualirl!! Ifyouwantloi~ow$eruswiO'Ihisr~~oiyayounled~oi Ulrich or Bcmd ThC p0int lamrm~inlilballhccon~~mnrhilbly ,,,plcl ·gcre uc ao simple aoJwar or rohlons and it i ior L ~,D that the industry irlaia~at~g· Eacbpraduclbasiuowo personality for le consumer for brand quaiity~ What nis rairlrlpinl oiunivwsal'dCM"(C ~IIC oihrai~ Iwill be mcasurb of outcome can st ure to guagt ,hichbuildbd8ality~burwhilh describing rc"ral hcl0lr,,,, u m indcr aiN"C4? OOC 0bYiOUE consumer bchaviours can ·9· O BA~Co document for Legal Services : Health Canada 21 May 1999 measure is brand share~ I will argue that we nrcd to get inside Lis measure to understand underlyif~g ~ali~ of sha~c, A slating point is bencr understanding of pvirhing behaviour, What is dr switch idsild out profik of our brands? ~hy are people switching in, ~Y do they decide to switch oa and what ipfiuencu; Ibsm IP stay" We need better rtscarcb tools to understand smddng career and the particular levers whieb innuence people to male career changes. to discuss brand quality strudurtd In tb~ presentation I ant going around T~vt factors: SLmE 1l physical performance Product Sensory satisfaction Uniqueness of benefit Uniqueness of image Brand Image_ Awareness Advertising ~~Relevance Price in relation to Ijlj~]~4__[jcperceived 9UdtY Addressing emerging Innovation _I~-CL- COnS11IXlel needs ·10· BATCo document for Legal Services : Health Canada 21 May 1999 Before Boning ino there bctors in more depth let or consider the necessity to gauge tbe brallh of tbc Pu"lily fact such u product quality, band image, IdvPinO impalt Indvlluc. Thae ~a oi to the management of brand quality since they mo~e crude mcasura olbrand pJnlity NCb as sales performance, If we call therefore eantify these factors it is Ilely that ac can pre·cmpt a decline in Ihe saks tread of anticipate an inmaK. SI~E12 Trend Sa~es Quality factors y234 Time IYearsJ ·II· BATCo document for Legal Services : Health Canada 21 May 1999 ·I~· _____r r In YI exl~ 1 r, L~ Le dnwn ~o i be yl~ hip lchullY ~Cd~d Le dole a IJa p~d for tbs brand in CcsCm by almost .t I"· Thi"""ld be lypiul Lr 1 brand ner ia d~b it is during thjr lime Y ~ bDhl C undcrlYina bnPd ~$ wuld Lac bml dllaaad td r4d~. Saed qucstionl arise: SWPE P ( Do we bac the mas of tracking tbe undcrlyinB ~18 "f ·' bred sharesl Ba and nho eonhob IsC sYst""" i ~ is accountable P Y is the reportine mechanism i ~ Within o~ ,~~~( of brand performance can ne da~ow adc~~ g~~Ct d particuler attrlbibas Il~cctiIp~ La m order to protect tbe brand's quality BEFORE a~a perfarmance tiP" ~er ( ~ we de~rmine the 1BP~ Ids d investment ~ ~O '~C · ~l*'bl Tbc point here is 8~ while Aaor maY b Otd m erpllin b~d amdr lhey ~e lo·db p~'cd in hirdsigbt md ardl determined bl L CdiPol ndpb dbed ~LdaL Ifwo tbereforc understand brand ~ig in 1P lar biP I1I pd~PD, our w bcd IR~ ~LpC~ 19 d ~r on I.a ~r sCd ·12· BATCo document for Legal Services : Health Canada 21 May 1999 _yl_ · In the Mars ConfcclioneiY Group for example, product and brand quality are eonsirally Imcked mol on month against spific indices Fduding advcdising) via canrumer research. The ~tchnical Director Jes solus accountability for all blind pmduclqugY ymarurcr. Other companies, Colgatc·Palmolive f,, example, have a Brand·Eguity Manager with ~oyoribili~io~mcaru~pbF-ndqua6rjP~d accountability for msunng thatbrand management dtcisioaswin ant lead to equity erosion. One might consider whether B~I~ should make underlying brand equity or quali~maccounobkmas~OfSMiO' management perlormancc· To mal;e brand quality monitoring I prailical prapmi6on 1 number of fUilhcr questions need to be addressed: IWbat is the Mnsumer repuinmmt lor brand quality, and can this be measured 1 I Row do branding, pricing and pmduct qualitg interact in the consumer's mind 1 ( ~f~lo~R do tbtse measu~cs vary by consumer and market type, and bow can they be anticipated to epolvle intbcfuture? Ifi ·13· BATCo document for Legal Services : Health Canada 21 May 1999 Turning now to la individual gualily ilems;· pRODUCI OUALT~Y Wcrillaul,ithpmdu~gulby~'Yhid ~'luD]lcf~hion~d mtasurcment: SWPE Ifi Manufacturing suasty i;;·'b'o~;use·easurem~4 Physical performance quality Consumer' based mea~lf~ Smoking performance quality ·1~· BATCo document for legal Services : Health Canada 21 May 1999 Ili·housc, we WO marnc hoW ~ysirally well made the product and its pldaginlir IMANUFACTUR~G QIIALTIY)· Wi'h the cowumcr ,,,,,usure how the physical jrgrily of the product stands up to bciog PUt 10 use ~ LhC $ I~abiC1 doc(J rod or ma roaaps are stems appan6).~~b pHYSICAl pERFORMANCEQUAlrr(· Also with 16e consumer WC Ean mtasure taste and salisfaetion derived front the product pMOKINC PEREORMI1YCE oUALfTY), We must assume that alboueh a transienlinadul"y in some of these factors may be forgiven by L1 consumer because oibraading, pricing ttc~ long tc~m advme pl~io~manc~ in there Inas will afleelbnnd performance, ~anufac~dne~it~ We are addrwsiag p~od~~ ~ualigio B~TCo, rl~OSc'l[WIYI Firstly, man~facturing9Uaiirj is nowmonitored in a standard system known as PPRS (Produd puality RalingSyrtrm)· ia ,,prehcnsive set of physical quaiil Imibuw; which, via io~mal inspection ~mS~ m I~~P1 Wljght~dU)pr0dU(1SI~i~aldPUaliPI indicw far the p'0duet ,I,~oo, plrl and ciluc ied a down $m paint of sale stock. 7ais ~t~~'ym defect' philosophy as an I have to say that Iht initial rwulir Lom Le inirodudon OIPQRS indicate that most oi o~~ companici a'" not achirving an IcecpJic stand~d, It is aebowledgrd dalPPRS WC Syltcms done Ire nolaaugh whcn we with additioodly 10 lake account olconsumci wcightings lot puaii~ attributes a"d $ indol physieal guality(omlhepialoivboi pcrfotmanc: in use, ·]5· BATCo document for Legal Services : Health Canada 21 May 1999 Ehrri~aletrin[n~~n~'!I In BATCo·, ,~ art impkn~nling " ~"i~Y i:: mosiloring 7hylical q~ality as it is prrceived in the pro;css oi ~onlarption by the 'mokcr, The method, known as PDA (Ploblcm Del:lliso Analysis) uses Conmmcr dedv~ attribua 0u·n b·ln3 smokers ior both In PDA we rate such atuib3tes among FREQUENC'I oioecurrmie a"d d~~rre of ~S~OY~NCE. The following illustrates one ruch appii:l!ion isr Pliyeri Gold Laf: SI~T~J~ 16 Problem Detection Analysis players Gold Leaf Smokers IProbltm ~~oblem Prcbls ~ Problem iti~'r~?-li~~~'' .:~iJ- 1 2 RattcZ 1 ; Not ~tbu ao~btTdd print 2: 4 t ~xtrcnbt]y BptbLred ;~· BATCo document for Legal Services : Health Canada 21 May 1999 In tbir enmple WC C' S" lal lorPGlbnnd smo~cta, four attributes ofoeeurw~ccassociatcd I: indicace I Pudi8 p'0bllm 6.c, high IrC"CY d~mpncss(cl sponi"g) with hit annoyma)~ 'Iwo of these ilnn~utcS, lobeassociatod with the wet season for this ~U~h~;~~lasili~c~a~hU~"imvaab~lod~ol colla~seipdicativrai8vbluc rh0l~i~$siorlbcprodud. We plan to nst PDA to assess CDNSISIENCYofproduapC~O~manee over time by ua2dng le samcbnad BcrOU guanwiy iims in~rvals. COMPAW\TIVE quality p~~ioarmP~~iraieurwKdby"ldlying PDA plots of own and competition bands, addressing pbySicalpElfarmlaccino~c Overall I am sun we are all way or another, SmPkine~dnrman~.csh~ality I don't believe we do a very good jobipaddnu~ 'mdYin$ ~ull$ But let us cofsida some of the changes that have ta~n performance, place: n. mm~m~n~ a bl~ndi-Dia, 'L~c~P~C~j Irai lobacco· hand cast· pC type, ntw both imported and domestic lower dcnsitits, reduced pressure drops, changing Paper polositicr, filler ventilation, duai filters, charcoal filters additives ·17· a3 BATCo document for Legal Services : Health Canada 21 May 1999 I question how many of them have been introduced for cost reasons rather thaa building in value for the consumer, Certainly other industries have found to their eorlle impact of recipe change - Coe~Coll, Scblillbeu, The Schlia story is famous for the destruction olits franchise and inadvertently the value ofiu brand cgvirl from an clrmcd II billicm to nS million injust 6 ycan. It is in this area where our sirills in blending, primary production and product development are so important. But in fact in many companies people are p~omotd through these roles relatively quickly, Certainly in BATCo many of our best cjuality products were designed and blendad by someone who has been in hisjob at least 10 years, We in BATCo am proposing to introduce in late 1991 a scheme ~oH~ as MASP (Method for Assessing Smoking Quality), Here coo we employ a consumer vocabulary of sensory attdbulls. MASQ will ore 1 consumer panel approach in which key own and relevant competitor brands will be cross compared by own and competition smdren via blind 2~3 day placement tests. Products will be rated against attributes and results are elpresscd as simple profile diagrams as illustrated in the following hypolhchl wample: BATCo document for Legal Services : Health Canada 21 May 1999 SWPE 12 Comparison of Brand `X' and Brand `Y' as Evaluated by Brand 'X' Smokers O12345 ·Z = X Dra~ P;ffort II,, =p Moutbfull ~ilouth irritation Throat Irritation Impact Taste Amount Taste Qualit~ t~tertaste AcecptabllitY Oii345 hbean rating This approach can again be used to assess comparative (senrori) quality of products within marlrctP, and consistency of product performance over time. It is in the quality and the consisleocy of our blends and the construction of the dgarcttts,bere we have $d our failings. Paul Vller will be highlighting this in his ~aU:op BBH sharky, FYhat is important is that we art superior in smoking quality compard to the Key Compditive product, We are not trying to produce a 'smol;e ior all peopt'~ Through PQRS, MASQ and PDA we have the means ~1 to earure rlutB~TCo Op"a~g Companies In commincd to rcplar 0~ own vs. competition product monitoring with a view to our mission of achieving product sllpcriorily over competition for key drive brands. N ·19· BAT~o document for Legal Services : Health Canada 21 May 1999 BB~IP IEldSiE 1~1 i~r is P"'h"P" ~'~ iL·l tnd i ~ C1$ 1. Ib ~mllemc~ is sllc eatL ~ plaa of r~ig ,i~~ i Le nsme, b ~ dd14 logo ""d possiblY dolP· n~ Ic PlmtY ar t~~ld olb~ Id a 'Bd and ~aldan~ '86~1Y; IBldldl~t' which suit their rcl~'e mlrt~~ Tha 1~~1 of Idb Mercedes Bcnz ore vdlhw~ gga rch a tot p Ydna ~na: 'ab uaai~ ud,: Ile a b~da' are a1ll well bovn, Tkre hdbrs phg ,iopm~ role i d~]il tha ySg of Le prdsd Id I~ ~ be ~od b drdliC L Le bra pscks re 1Sdy I pa b ir~o is be r~ldo i +rdil talrts plaea lad abdf tplce becomas the madium of mplghl La image, Branding aOd P~~ bet l~b~6d tL a pmducl CJ$ p~i·~ nne Lmn a dCP demole Le P~ cflDood CJi$ product or prads La paaplo bII pr CI$ prdld~ affcet, ~1 p~~~ bollil md ~edl will i""" LC ~bnPo dy~la PhYSiClj ·1 ·lil 61POljP We ct In~re this eifect yh paid! bI fonrurnM I~d I~ conducted in YCI ald bldd dl)n. ne dm 1Pd diraCtiol Of ~i~l gl~ 01 ha shown for two wail bOR baadr Rr~, SIK Cm in ~~ showing I demolian of SCnSOrj paa~)l When PL'~ i, boldd bn due to ~ IboCa mad imagery: BATCo document for Legal Senices : Health Canada 21 May 1999 SWPE 1 Silk Cut: Demo~t IIL BliD1 ~/IC42~1 d Pd Ie~ 11 t I~ i II~ L·4 I ~AY prdadpdnlPPo'ldb its bnPbaZ: ·21· BATCo document for Legal Services : Health Canada 21 May 1999 SLIPE~ Benson 8r Hedges : Promotive -- blind Hi ai i n 4C Branded Lo Lo 4~'~$E~ $j~bpp;f F;iP"($d By distinpishing be rffrcts of Hoducf and bnnding we can dilgoose the source olih~ncominls in brand pniormance I~.c, is 16e bond being Irl doiva by p~odud, or imaBY lailingr?) Can we define bnnd image? Here is one anempl: ·22· BATCo document for Legal Services : Health Canada 21 May 1999 SIIP~E 1 ~D ~CL -. L Icona, ~8 ,,mmuni~ a proCct ~ pot~d ~, tdlY(1 dsBQle pcrsoP~g ~ t Brd i·le e ia~e r ~ r~l a~a pr ~Bo. b bdllP' bl ~ kOle la~e II u~l ~ ul ~ ia ~~a, le~vin~ ~lt~Ybi~~iy~p'YLi oe4 r~tn iMis dl 'dba ~m' CM ~ e~6d~ t im IDICY11 C~i~·ao9c~C~ ~ciion, Y Bn~d iPlld Id la w~clb· i~ pld tO J(WI YI LC ladl la a~ld ~I ~t ~d ~ Idrtdrhl n~J ~il oela ne~lq. BI ~ do bp~ ·0· ' · B~Co document kr legal Se~ices : Health Canada 21 nay 1999 _C__ ,, each Itnbute we can map Ihcir nlalive posilionine to one another in a space def~ld by Iheir atuibutw, Brands closer together on these maps have I grlatur ,imiiari~y to one anol6er zad la eloPt hey ill toward I particular attribua iabci (e.O, 'Inndy') le more they have of this attribute, Froa a mna~mc! p~npcYjve, b~lad irmge appan to havr &re dificrcat aspects: SLIDE 2L General abstract image values leg, aspiration, fo"nality, sophisticat~on) ( Expected user associations leg, age, class, lifestyle) Expected smoking associations (e.g, strength, irritancy) ·t~· t3ATCo document for Legal Services ' Health Canada 21 May 1999 Vfe can get ,idu olcw piihs hvl oti~ap raip icxpcald tar associations) IrDm 1 U~K~ example: S~E 22 bpeeted Type oi Smoker Itss Health CoPJdoos Male GOUlOlld Marlboro Younger Habitual Smo~ct Smi6rSenice 55s JPs\(Trmdr UPsophisticattd image ConxiouJ Working Oass black Cat Bcaw a hliluent Cos~ Conxio~u 1 HJ Bcdgcs Middle CIPas DgltD to Eartlt Plc~dllll ~SopblJtlcnted Embassy Conventional Peter StPpesPnt~ Sodtl Smo~cr Olderl Rothmans Carlton silk Cut Hcallh rtmale Coadous Much as with product quality ybcking systems BAT in common with other iaduslriw should be Iwking t, establish regular brand share and image tracking by ~ey ~d and co~sumcr segment. BY d0ing so, we gain bents insight into thtMmpetitive positioning of our brands and assurance that a brand is conristcnlly maintained in is desired position and Iherclore maintain is 9uality· O ·Zj· BATCo document for legal Services : Health Canada 21 May 1999 _·_I· ·I ADVERTISING While mapping ehooiogy ~r Idvmcld our abii$ to describe bnad image positio~mg ourundenuPd$olhowlobuildandaccuJy direct image is sill Ily rlelrby in rclion toblMilable Js, among which we might count: SLIBE1·1 Above and below line advertising Sponsorship and TEIID Corporate image Customer Service Clariy, qullity of advertising, both in terms of enecu6onal dclail and relevance of theme is ,I,y eonlribulor to bland inugc, siec advert~slng iS tffcctivrly tht ,i,, pan of Be riary lellinl whicb aliaws rhl brand lo i~mmlpL:SOn.6d I$disdnu irm~ o~~r bnndr o~ ·16· BA'TCo document for Legal Services : Health Canada 21 May 1999 Itss IgrcLmcnt allaeha to rhrcr Clslions; SLL~E 24 Hora far can the quality of advertising be researcbed ? ( How far sbould we carry consistency of theme and execution in iatemational brand advertisin% ? I What is the right spending level behind abrand? Regarding ad 9ually is it fully luff~ciePt simply to verify qualitatively that an ad cxccutian ;cmdlly 18 Le desired pasidoning sllcmml ior the brand? In reality any number of executions may larger the desired brand positioning· The ~cal issue is discriminating those which will do so with the gr~alcst efficicnb· Imcanbytbisgencrating the most favourable ratio of refevant ,warcntss and recognition to tbt investment in Lhe advertising medial How many of us here today can show evidence that our advertising is costefficicd as well as rtlevanr? W I am told wt spend less than one percent of our total expenditure on w advertising in evaluating the ~ffectivmess Of the invrstmcnl~ Is it O\ enoughl BATCo document for Legal Senrices : Health Canada 21 May 1999 Yet redpja l"iJt to allow ,ch mcafll~cmd, O~C snlmpie bring Gamble and othe~ RICG compad~"· mollth ua8g of Le of mindiSlre of voice diar for icy brandl Flomowlimiled~lpedLocc0f ADTRACI(ING we have some cvid~aa that B~iT SOMISOV dies re not a bounble a Lose for compcunllnllrmlianal8a"ds· In the ioilowiag chart we Observc that ~arLro) ad Spwd showg 1 more~Onsistclllprofile than that of B&H and thatfavourable (shirt of mindIhis data is achieved in idation to share olvoice is more f~om the Maiqsian ma'tet). slreE ar hlTeCigar~naSOY1S~MI988n989 Bt~SOI~ LHtDGL~ YLIRLBORO ,~Ml;~;hioloJtM;ij,,sDnD Honlb~ ~dopib~ ~shueervoictFo~JI I~ $uc at ~od [Tbod O ·18· BAT~o document for Legal Services : Health Canada 21 May 1999 It is quite wrong to assumt that share of voice is the irey leverage factor in advertising effectivtnws~ Research by a company ullcd Novaetion gives the lie u, Ihis assumption S~E 2h~ Their rcxarch shows that, when a brand's Idvrrtiiin~ py~i~Yi imp~ovld, de majority olbnnds will shaw a share gain even if the share of voice is citb~r maintained or decrcascd~ Best resnlts art obviously obtained with 1 combination of improved quality and rha~e of voicc~ hllbough a mioority (approx,3S4b) of brands will ruetlo 1 hig~u rpd wb Idvwdring quality is low the majori~ (65R) oibrands may well show a ncgattve trend, even with more advertising NppoD· Their research has shown that if ad quality deereases there is a low probabilirj of gaining share, even if share of voice is inacarcd. Frequency of Share Gain For Mature Brands - Ad~ertising guatity - LOW HIGH (% of qmnds) Share of Voice ·29· a BATCo document far legal Services : Health Canada 21 May 1999 It is critical to r"Dgiss, however, U this rtialionihiP m'Y diHcr lot eslablirb(d brands and ior new brands wh"c ,I~p~wrpmdine may be nlcKsaly to pet ulimas Ca polLal$l"rly. The dlcdaf di~fc~tnl spend levels for diHerePI Bd~aiandc~ncrp,unu'dsbouldbt Icsearched~ Regarding consistency Ojlillmdrmal "lydirinl,.lard aanmm Sug~clul~allnlcmllooal~hcmu dayne~dmueinallYd'~'cn' enccutianal drwsing to bC accunlely "mmunica~d iP dLcnl cultulcs· CertainlyMarlbom ORen Ltd to be the Epitome of consir~mly 'CCli'lS IlliUdOnaj modifitatioo ,indrcd does Camel, II is notable, hoWCYG'' Ibatwhtre cx~cplion may be tailored tht "dcrlying th,,,ii~eptconsi~ca~B·L pm range, frtcdom and ial~p.dm~c,Cli: idivPlli~ij ~~ disdndoo bdwa lo"iii""ly Of Ibemeand ncaibili~ofsrcculan may be impadant " 61 ina$dri oimlnlcma~ionalBrand· Ma"isl cluiicmmplcoilmm)anyW" eonuois Ihcmebul allows OaibilitY in execution, Our tasi; is to aid the ~]lrst ,,imilion of ycmalioaai bnnding into local cultures wbile rdaininp Cpuri~i3igabnadiPgm":wbi~ii clearlypd"mou~t. Thir~ not made mice by Le povibili~ dwl Ihe ~,, International *e mq iind i~"'vd~inl a ~Yil~ d:iim~ consumer moiivatjon segment in different marktts· Wt have shown Advertising is a rigoificanl investrne"( for the Group Ihat~u~~oiadvlniringaod"ol shire of voice is die iey leverage iacrr WC have also shown~al ibpo~~~~ (SDMISOY Ta'io). Tbeloken~csource is disllibing a"d demands eifectivencss of our investmcot in advtrtemg it least an airing of views on Islabliihing acti"" standards a"d periormancl mlaiunr in 81 fJNIC. "o would all agree that ihe image of the brand brough I am sure wtb~~advcrtising i'prabably thcktY factor for succ~ss. ·30· BAfCo document for Legal Services : Health Canada 21 May 1999 Y lli Spn~nrshipandTblP In the last decade we have seen t~pical above aad below line advertising emphasis rbift bm q WI~O UI iu mnvoc and Ihil mnd will inerease as above line Rsuiaianr continut SpO"O'ShiP and TMD are less wen understood eonlributoa t,b,d quality, not least because we eubcntly lack good methods lot ~i'alultiag Ibcir effcdivenlss in terms S1I~E2Z Before the event' Integration into the brand advertising strategy After the event : Demonstrating goodness of fit between the achieved effect and the desired brand positioning Strategy ·31· P BATCo document for Legal Services : Health Canada 21 May 1999 To be effective we Sbould be able to verify that any sponsorshiprrMD activity is (a) of a quality of crcdion commrosurale wiO tlte pudi~Ly positioning of Ihe brand a~d i~ iclrvmt to Ihe molivcl, aspi~ionr ~nd lifestyles olcurrent and brgd brand users. 1 a~ amazr4 by BC "mbd of Eompaniesibrands sponsoring golf· Kenl, B&H, Dunhill, Sunlory, Epson Computers, Bells Wbisl;y, Chevrolcl, Smimoff, Volvo, Daily Telegraph, Eurourd, EEsol National \Ilesrminstcr Ba~i~~ P~Je they all chasing the same consumer aad .ppning simiiar ima$a allribulul Without these assurances, rpanroabiP ~nd MD dvi6a haclhe potential to "tiYdy damage investment in brand imagel~uality. Then would appcartobe" requireflcnr for a research review in lis area with tb, objective oiproviding g~no go action standards for sponsorjniplTMDdEEisions and to knowwhttber wt obtain value for the money spent, Don Brown will be Jking lab on Canada r apcritn# of spoosorship~ ~p~OI~C ImaPe Moving to other building bloch of brand quality, Corporate image is well aeetpted I,play a leading role in the strvlee industries (c.g~ InSUTallCE, Banks, Hbls) dc~ icy quali$ Irig~ in i$iability, establisbmw~t, 'cpu~tion and ialeg~ity. Co'pO"" image is also a quaii~cuclormajo~iniruiuc"lly pUIC61Std ile~ins [e.g. cars, houscr, ,tiite and electronic goods)~ Here le 9Uality triggers are reliability, durabilitY and innovation wlich pmvidcrearrurann NCYCldlS,, Corporate image ,ia the campaoy oamcliogo has found incraring ure ·31· BATCa document far Legal Services : Health Canada 21 May 1999 in fast moving consumer goods, notably roR drinks, convenience foods, Icalcoffce and cbocolae. It is more unusual to find a tobacco company name prominently suppor~ng the brand name hut it is notable that Philip Morris are moving in this dilcctioo with the prominent use of'by Philip Morris' on some branding or "Phii$ Morris · for quali~ produca'· SWaE28 Corparatr imallry may well bavr an impo~nl role in Ihe fuhlre h Ihe quality triggers of fqonsibility and innovation which attach to 'grccn' cnvironmcnlaily irirndly issues, A prime enampk of Ih~ usl of Cogo~a~l imagery is ICI (Wodd problems · World soiulionr'i~ BAT in general purmcs 1]OW prafjle Corporale image as far as ia products are eonccmcd with some notable exceptions. Souza Crm has Ncccssiully promoted Corporate image, linking this to the word and concept of product quality~ Corporate image may have a particular pay back where brand switching takes place by increasing the probability tbat cowumerS may pitch within lhe Company's brands. This approach, oriented around brand Families, has been a notable succtss for m. in Canaaal As with sponsorship and TMD wt presently lack good research models to assess tbe impad of Corporale Image on the consumer. Should we review the necessity for research in Us area, BATCo document for Legal Services : Health Canada 21 May 1999 ~urtPn~t Scaicr Cpr,mn lalP, ~~ i Le sense ~tdr dd·iYrl h relltivelY updar r~k~ ~ia wa bt no dY ialarfice with our eoPslrL AddlD Or La,dt~dopd me d Corponta iPFB aed ya ire tt ~r I o·lb Ibl 1151L II 1L rtlltionshiP"" bd Igld$ La 'sIlcnt ~m~' ~L ~, L ol to de J~bd I)aJ poIiey i FMCG IndusvY 1 is not l~lp obvjouslo '~OD ~,lpla cc mqYI i a of CSQ d~i~r Bn LWli·· re dhsil6t irsua via be o~ld loll free spba pdtp TYrlRd'd epptlrsto beve 3 dcsinble featurce: SII~E~ p~ection of L ~L sp~Bk, P~ coecerned L~ IRRESPECTIVE d lAbether thc ~~a lew be ,,n free n~q or not ,~alo~fsylod+~dL MwDs of p~~B ~, ~ incidence and ~ of ~d~ problems Dr os brands ·W' B~Co document for Legal Services : Health Canada 21 Yay 1999 ~ due coat an evaluation olthe qcriencl wilh this system, with a view to cdending it to Group male wl high tcLphone pcnmation, may be worthwhile Direct marteling to whieh I refer later may also he an avraue to generate goodwill and therefore quality in the eyes of Ihe consumer~ .~BIIIE The fourth factor is that oi value, or low price affects the quality image, Price impaets on quality perception in at least nvo ways: SIJI1Ew As a probable index of physicaY sensory performance expectations ( AS a status or aspirational Statement to oneself and others ·35· BATCo document for Legal Senrices : Health Canada 21 May 1999 Tht rational asp(ct of price, from aeonsumcr view, is cost which is typically coosidercd rclalive to dirpoiable ineoml, priclae ,igarette brands and pricing olpnallci commodilils (olWbieb aleohoi is a prime eramplc)· Yalut in the coasumer' I mind is drrivrd irom Ih~pdvcd rcla~ianshiP benvcen benefit and cost. The grucr $bmc~u in rrilon to price paid, ~egr~a~nwilibe the perceived YJuc. value, rather than c60, is ineilasingiY b issue in ciganb mainliog B a product to be sold at a higher pdce B ileariy must provide 1 higher 'iii"' or 'gul8y' lolhr caniume~. of building value is increasingly challenged by H~L~y~C m[t:lilDI ~O~WlcacD c0mpinbk s~a~iq quality for premium and lower prier pr0duc" and s~Pndiy nediction in delivery levels, eroding ~yg sadrfa6on and scope C product ~ diffcrtatia~ion, The dirable su~cgic responiclolhcse c6allcalw is via quality image building illhcprauilCol8clndu~yi'lobc maindned. Ail mo oL Ihe easy allcmalvcoilow pi$g and promotional dircoulng is taktn~ I is, therefore, imp0~a"f to U a means olddrrmining the oplimun for our brands in relation to their perceived quality. pricing strategy ·36· BATCo document for Legal Services : Health Canada 21 May 1999 Promotional Disewntine In gmeral, promdonl discouliling outsidr plcigarstlcr tends to be shed ttrm and reversible, appearing to have no aftc~efftcl on sales or rtpcat· buying loyalty beyond n short term volume increase (i.e buyers are already previous or habitual tustomen). Discounting of cigarettes is less reversible whether via price reduction or price retention with increased stidr offers. As many companies 6nd to their cost, promotional discounting is all too easy to follow by the competition. The emergence of a law price segment, triggering downuadiag by price can dramatically Ploeare Ibe nomul Icvmga relalionrhip brlwetn branding and pricing, eroding tbe pcreep~on olcigareaw to that oia generic commodity thur destroying or inhibiting the development of brand goodwill and denying the Industry's profitability attributable to 'added value'. Two prime wampja of this are Australia and the U~I~ In Australia goodwiil erasion is nolby price per sc, but by nnmber oiicls in $ offt~.lrandcqui~ has suffered accordingly and the so called commodity stgmtnt,,, stands at 351k of total mar~ct. In the U.IA. the same trends are apparent but over a longer period of lint: ·31· a BATCo document for legal Services : Health Canada 21 May 1999 SWaE 11 35s,40s,50s Market Share Austrailia 401 -95'5 35~ '4015 ^/ V 35,10,50 " 50'5 - 35,40,50 151 r ~ ~ v_ ~ Y1S~I~J~ 35'5 s ~"~ 0 Feb Jun Oct reb Jun Oct Feb Jun OCt 89 89 89 90 90 90 91 91 The U,K., long held to he oae of the most quality coadwr and brand loyal markets in the World, shows dramatic testimony to the effect of relativep~ce cqualis6on. This slide Iluslrala brsPd Isds pre rod post the change in encire s$cmre for this market which reduced the scop for price eompe~liaa. Here we see that BBH, the market leader for quality, gained substantial share thmugh its quality image versus valuc~ ·38· BATCo document for Legal Senrices : Health Canada 21 May 1999 SLmE 12 Brand Market Share Trends United Kingdom - Players No,6 ii t - Embassy Z 26t ~ -B6H 22 ~~ ~ IliB 1614 s % a 4 Ulsg 21 ~ ~~ln'L6 I ~Tj~ 1~1~171 '?g '8i 83' 85 87 89 Yeat The cventwlwinnce will be those who can manage ~ffcctivtly powerfully imaged pnmium International brands and those who can mostcfftctivcly contain apricinglcbdributioa strltcgy ;n the midnaw categorj end Of the market where price is is valut~ The schizophrenic solution of high imaged brands at low price points invites credibility problems and breaks faithwith the association of lualirj image to 'addrd value' and crgo highs price. Olcourse, Ihlm ran be simpler rusoni ior price discouding. ·39· U1 BATCo document for Legal Services : Health Canada 21 May 1999 Economic recession will create a nceplive diml for dowatrading, or companies who Cc iosl mar~ll share, might choose to make use of surplus capacity rhoSoy both generating and benefiting from economics of reals. For compana that can draw mop from competition Ih~n caanitg~is~ from own brands,lhis rvlegy rmy ma~e sense in capacity uliiisatioa te~mr. However thL volume won't be maintained unless 16t pmducl has a supenor quality image wbm competition emerges in the stgmenl, The bottom line rcmaios that brand quality beats pricing ij it is good enough. In an environment oipriec competition and trade margin pressure the only way out is big brand leadcnhip and loyalq. IDn~PY$(iPn We have nowconsidered product, bmad, advertising and value, These factors, important as they Ire, will not guarantee success if other ,,pctitoa an match them, Ia this situation the deciding factor will be our ability to offer a unique bas~ of appeal to the consumer ~o succeed in this area we must understand how quality ruluircmats difter by consumu type and bow tbey might be predicted to "dYc in the futurc~ (i.c. we must innovate), Quality priorities at: ruongly ianucnced by material economic development and cons#lurnt aspirations· PsyEh010gical lo~eb of motivational development haYc been cbnsively used in Europe and North America to predict trends in future product rc4uiremenu and usage patterns. BY using this way or looking at markets we can attempt to determine both the size oiopporrJnitY fO' innovaliOn and the nahlre ,i innovation most likely to be in lympalhy with conJumtrs' luds at this point in lime, .40· BATCo document for Legal Senrices : Health Canada 21 May 1999 *I ·L Getting the timing olan inovabon iig~l in rclalioa to ehm$ing rmrla needs can lead 10 SUCCtSS~I dominance OIWbat Will eventually become 1 significant ma8ct category. 'I~gdelivcry inrovion ar an ,g,ple, Sill: Cut in the U.K, is 1 prime enampie of I welltimcd innovation and Barclay Iw~ #Ila dsmonsliale Ibe amr priacipic in Europt: SLIDE 13 Brand Market Share Trends Bclgi~ 12 f / --S~Rias I -Ffulnnd )Bardag @lo --aoUmd " 9 --Norwo~ B -Sit~ Cut Ug 1 a a E 4 3 PI 2 0e9 jl 73 15 ~9 8'1 Li3 ~5 81 89 Year A clear prediction for Idvanctd Olwtem markets is that present motivational evolution stimulated by sources of antismoking pressure wiil lead to high ~ponsivmess for 'pnsonaily and mvironmcn~lly responsible' p'OdUd. An example would be a low delivery prodect w with retained satisfaction in conjunction with low sidestream and Q biodegradable components, Are we ready to capitalise on thish] opportunity? .41. BATCa document for Legal Services : Health Canada 21 Pllay 1999 We have seen many recent attempts to innovate lail(WR: PRWIIER, SPRING IWION LIGHTS, VANTAGE EXCEL. ROTHMANS: PASSWRT P,M·: NEXT). This is not to say that innovation per st is failing. Rather the chailcnge is to use research to ensure conect timing of ir;trodvclion and rcuale largcning to responsive ma~ttslscpmtnts, ~f~E LSSI~S And what an the factors which might impact on quality in the futurel we have already outlined ways in which the Industry will eoe under continued prtssurt, it is likely that there will he some wosion of sensory and pha~macologid rationale for sma~ing, 1 loss at scope for building quality via image management and further disruption of the costbcnefjt balance. In response to this challenge the Industry will have to looir to new means olmhaneipg brand quality. I p~Oib hue a few possible avenues: SL~IZE 14 · Redefining quality in more contemporary ways I Taking commodity brands back up~market via - quality reputation ( Researching means of aptimising use of remaining communication channels ( Segmentin~ the retail environment · Becoming more retailer oriented w · Capitalising on direct marketing ·42· Crl BATCo document for Legal Services : Health Canada 21 May 1999 using product innovalioo to Iddssi rmolrip lad Heall6lracial pressure concerns and using brand image to target more specific consumer lifestyle segments. Capri and Premierare recent examples, Piinston in flavour id pc~agiog is current and low sidcstnam productsitnvironmcnlally frieodly packaging are Ilely future catrants~ TBI(l~i coMMoDrrY B~E~PS BB~X UP·MARKEII ~B Q~IBIIIY REpvTAnn~ the UI supermarket c~ain id. SAINSBURY is a prr in pot having been Necssiul in arriving at 1 stage where Slinsbu~yi own label goods can sell ai 1 pium to tquivalent branded items. This has been achieved t6rwgb Corporate image building based around establishment, rcputation and environmental responsibility. RESEARCH1E~i E~8~S aE OPTTMIS~ TfJE JLS~PE REMAINMG ~I~I~I~B~ C~IB~E~: p"el design, point of sole po9tionmg, external advertising and mtrehandising material will receive additional scmliny against seasures of Itand out Efficiency. Coemunicatioa iovtstmenlwill be iedirected accordingly. sE~E~m~~T~iEBE~an~E~V~BI2~E~E~~: res~arcbol consumer store visit shopping repedoircs will foster the segmeolion of outlets in terms of stock paIiq and P.O,S, communication to best target tbe nctds of consumers, ·43· a BATCo document for Legal Services : Health Canada 21 May 1999 &cn~K~~n~BE BEThn~EBa~Ea: 'LII~ dbabPgr chain ~mtl ,,yrYLomdilld·~ Idl pp i Le aPr~ d I~P,, Id dL~ CTI ilLc lr ddlb [YJ~ JCOCII j~C ~l~~d~ll ~Ld ha~ ~alpas df~ ,1~ a ne"d Lr nsclrch Ideb wbich slIesmen a Is ~ IsomY d+s pa~r8 d ailocaling 8~ P'~ 9~ rtlltivt I cD'~bn orto other eommodila u~ 1Yd ~ag kt4~ Idl~ complrmatd by ·'e Irrd tall d6d·~'·L M,, Group, Ir eI~~ hr n~raild bdr ptl bac iD Im ~cYYI i plnieular aid Wb. ~ae~bw~clle~BE~ ~BBIIE~I~: '~J" i conlumtrs cblracttristd by ~,~ d lociadcmalnPhic"d lifestyle c&dl i.~~, pdlds ~i ICgi Y~~ via newbed launebcs d b ~dl emanating fronI communlcatio" 'iL ~a·rilrrds,~lt tbOSC maIkttS Whtlt above lit ldvwtisinZ i no labr pwmincd· I was inlcrcsttd to Ld Y P.M. Tr'~ Idl LI I L~" of coaom~o~B~Ocnll LnZ~ bdr brand W li~ has 301 of Be ma~ct TY! conference itself k product 11 tad i~~·Ld We must rdk6bll'~ ~ brand data slo~l b piil ~·~4 Loll i ·11168 68~ however ~at ,~b·~ll·~~ Group bbd*ilb improve in pe~rPllm. cm~t thatour lrty bdP~ Challenge for top pd6DDL ·~' BATCo document br legal Senlces : Hea~h Canada 21 May 1999 SLII~E ~ International Filter Brands Sales by Brands (Millions) 1990 1999 xorscg~ Vol(mP~ IclScB, Marlboro 208420 28.88 156419 39,k# Wlnrton 38480 31454 7.9X camel 31603 5.93 23231 5,966 pctuStuy~LFant 29602 5.5# 26756 6,236 btbmans 2701'1 5,05 28817 7,3# 21175 3,956 8291 2,156 gent 3,5% 21518 A4% BBfl 18903 12880 3.4% 7128 1.8% Lvlr 13611 3696 Dunbi]l 16502 3,156 Lucky Strike 14034 ZIX 3665 0.9f S.E.555 12421 2,25 5930 1,51 p.M. H~i 11659 135 5~89 1,4X Merit 10256 IgX W1B 1.6% craven 2218 1.?5 8886 2,2% parliament 9031 1.75 2970 0.7SC A~ Ibe same time we ]cnow that Indurt~ treads art to Inlernalionai brands. We must look to quality performance at this Imel to complement our traditional strength in Ndianni brands~ let us also not forget that the challenge is not solely one of marikting excellence. ~o succeed we must address our Ihoncomings in TeChniml Suppbn Ildlls of advertising, Blending, PraduetlProccss Development and Market Research. It is these aspects of our business which will tnsurt wt win As a Group, we should be determined to take superior bnnd quality as 1 guiding principle and to make brand performance an ~E~PI~1~ ·~5· 1~ BATCo document for Legal Services : Health Canada 21 May 1999 objective in ways which go beyond simple sales measures. In L longer term consist~nt brand quality builds that most intangible of all assets: REPUTATIOE~. i do not intend to dwell an this issue here. I nevertheless signpost it as a key issue for our coliective txtreiscs this wetl~ This prwcntation has been designed to mise issues without pretending to produce ideal answers. Howtvcr, Ida believe that certain principles for brand quality management are clear from this discussion: SLIDE ~ Bey Principles I Instilling regular .,parative performance t"eking on the basis of product~ brand, advertising and value Realisinp a mission of achieving product quality superiority over competition · Physical and sensory I Establishing investment strategies f0rbrand launch, growing, static and declining brands ~ Inao~ationr to satisfy cmer~g e0ngumcr mo~ations 'lo ensure bat these principles art achieved we must loot to ,ilabiishiog mchloismr of ton~i whid~ spciiy action slandudr so LJ thll maoagcmcnl pldormanec rod Lslo(iald reward is more closciy o~ identified with brand quality rousurrs. BAT~o document for Legal SerJices : Health Canada 21 May 1999 A staring pd~nl would be to eilabllsh an ag,~ BA'I. I~ilem ior regular trac~ing of the factors I have highlighted with regular up-daling· Along with this we must be more pepzrd io lam lium failures and sueccssn in an a:rempl to undcrmnd hOW xpa~e measures such as advrnising LO""il'l"[Y and spmd au~a[l"l'l loels, purchase and rc·purchare rates interact toproduce Ihe brand performaace~ with consumer research Matkctink is tr~aio~iY1 b'hauiouel Iciena makiag a stntcgie co~'ibrtion to drciiion making. W1 mult rquip ourselves for tbiS 11111311ily 1Y LBOI~Lilp 001~~i~Tll~ competant eonsu~trf,search culture and c~tr after all David Ogilvy once remarked: "The consumer a she is your wifc'~ SWPE~ BATCo document for Legal Services : Health Canada 21 May 1999