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I ditTh~~ ~1 ~~: ab~ ,, ~~.I ~~Ci n· ,·· k~a~~~' ' ' '' ."-'" 1 r41~~~ ki '~i ~·" b~f ii ·· ·n-~\ ' ~~·,· " FV~ ·L·~~· 1 1' ;S3~44: q i HI ~""~~, :~~~?~" ~Wi ,~" '· · : $~~ : · ·· ;~~~?-· · ''~' C~'~Pi~-·,: ~~49~~ ~1 " rj; I ,,,,,: C 7 i~r~d i ·~·· '"' ~Or LPI ~~,I~1F m!~JS~YY ''ci O Isdr*· -il~y ; i O ·· 41 r; %'' i. ,: N mt:Obb, ~ i , W O O ClibPDF - v~~fastio.soni 13~1~~~0~ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 OPI Sc: BRITISH·~ERI~I ~B~~~ CC~Pd~Y l:IIiil, RESEAACH 1 DEYELOP~E~I OEPAR~~;: PIOOUCT ~CIPLOEI 1 ~eesrul sEal~cts PROGRlmE INO RESSURCE ~llOCA1151 1985 OfS~ IBUTIOH: i, R,J, Pritchard 16, b,l, Hca:~ 2, 1,~~ ~acknan 3, B,D, Braml~ 18, H,J, Hlrlnic~ ~I R,A,C, Crlchton 19. R. Bfnns 5, w,J, Olfkson 20, P.H, Ga~n~way 6, A.n, Heath 7, 0,8, HgnoodlP,~, Rlchardson 8, M.Y, Marjofam 9. H,~, Morinl Fof info~atisn: 10, N, Oavi 1 21, Cd,P,de Siguel re 11, R,1.0, fly 22, P,~, Oentsn 12, J,A,B, Kellaghar 23, Pd,Ouen 13, 3,P, Sikkcl 24, ~Rfttershaur 14~ 0,~, ~orpe 15, N,E, Ulllls RiS~ICTE3 lovesStr 1984 ~v GE G3~E3 ~C3 5131 ONLY BY aE ;::aESSEE;~ rEPPIS ~I ~UTHOZ:jt~ gy t%E ~ORESSEE O 3 Hll~i~ ~nd~l ~E18 hi PI IllrlL a~~ r ~: s pr·~nc: mt ClibPDF - v~~fastio.soni CONTENTS FORE;iOi10 KEY RitS i]F li~YICfS A~D SUPPORT APPliCX:iOll ~r FU~GS WORK ~ROGZ~V~E D li~ I:I· lrniu: 8~1~ ~u. ~ IL null4 C m)id u +ul IOmrtnC EJn C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 FOREWORD This document G2:ajlE 111 work It Cab3C, (n;: covered by the Groc: 730 Pro~nrroe) approved i: the BA;Co Board in I;oleaoerl 1184, As such this uori 7::lraple represents 02330 activities largely ji?~d at. providing kcnnicsi s.;por; and services to, and directly funded ,! Operating iss~ali~s I:: ilillbant Departments, The key areas of involvement have beP· sui~narisad overteaf, The structure of thE:~rrent prograr~e is identical to last years but in order to ~;c?liil presentation, the number of work areas has been r~dur~~ and re·deiieec, In ]erticular, the followi·~ changes should be noted: i, All t2chei:ll support to O~erati nEi Companf es provided ~ the Product AF:'ications Group (PAG), including organising tnd running s2-lnlrS, is now included In aork Area 5!6,01, All s;iecii': investigations reques:~d by the Operating C~spanies and csnd~::i~ by groups other than PdG, will be covered ~~der Uofk Area 5:5,03, 2, In line wi:· previous practice, all work for adi (UKSi\ ~as Leen ~l;ri:.liid rlfaratol! iuori:;nn 516.3: to 516.::i. 3, Fiareur 35:2opment (Wcrt Area 5!5.b) and Flavour ~anuir:turP j~ori ArclJ .21) are now covere: under two separate ar~as, 4, k'or!: Area E:j,ll (Product Innovat':n) which previously v]S I~P;C · Oirec: ~r:C~::s has been re·struc:~red according to t~~:sie consumer ~~i?E which were identified during the joint blieti·;llb~ Csnierencs :n September, 5, Patents SE:rrtmenr has been transferred to Legal Oelart-2nt and, therefore,:j no longer costed in :ne GalOC programme, O I?i: I~::;~I ~r~·::· t?v:P Q. L;~. 6111u~l n k ~~red or Ihun tn ulrulGpnitC :::::.:I C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 ii y c =u uCO U r I I CVIU 3 Plul-=tll O iPaOO 3 ~i i aU013 ~n P ~-~ rOr r ~J =I 13 i 11 10 a Z~I 10~~> > WPIW 0 VIL~ ~ey us 301 rCL r On :n10 1 a 30 3 Vun -~ rrU JE Es·- ~:> I.0 uS i PI PI 0O ~ YI OU L~ nm 3cl EOI vl · I I I Ou ~LI ,a e,O U IH ar sip r3 LC LLE UE Y a 00 VI j I I ly f ou W I I I I in L: I I I I E C r I I I no 3 I r I I I U o r EEW ; 0 i I I I I a *7 rdd V1 C 3Ll rE 0 300 Lr ojg > Un I ~i------I Ucl ~L VI rvl uo t~ I I I ·rCL a3 LZE I: / I I I nc~ I I . I %~ 300 3 I: ~e 3 r w I I I I I a vl I I I I r· CPI w I I I I tl a r·e U C? ue 3 ~r AR 3$!I · I La LO Ice at i w ~O n OU 1 0 a L' O u e LL I I · · I ~r LI E I I I clu Y1L C I I I I n~CIO =I I ` I UJ ct i VI U I i · Oil a Lil W I I n~c·-E i 031~ I- ( I I -~ / IUIO U ~ u B C LL C I I I I I I O 3 I I I I r r I/ I E c I I I I ?I .-I o I/ I e o L C I 0: ~ c~l I I u I Icuea 3 = I I I I uE cPI * r I I vl~ I n: a vl I I -- I 003U 3 , I I I1UrJ 3 b c O 00 i 4L W a U " PIL -I 30 e P 0 In a LlI rY O coCT Iu Y ~r Un I I Ir DI LIY 3n121 I n OeLcl 01 c c~ OaTJ ai 00 03 33 C V)O I /I LC r0 a o I I I I /locl I u- O I I I "I InO UE ~5 o o 30 rPI 9' CI uE I i a oP N 3~1 1 nE UO D o ( \I uo Crl Or nm CU Lr a, Pa I d~ O\ O In C IC': 5:1:;!I kr:::!~ TOblgO CO. L~, nil GYII nOl bc ro7ied w Ihc~~ lp ~n;.:torilf! pnonl. Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Pa?:~Ci tEtlN3!0SY 1 TECH~: - · - --· ·-~-I RPPLICi~~ 0i ~~CS ~li iipunr In in conr:ant 1985 t~3li b!i IPPLI~T~N i 1985 !981 3Y CII;RE A1100TIOM 5UOGEI (r000) I1~CilON ~000) Oper~:ln 9 5!E,01 ic~hnfcal luppor: :j O~efe~ 1BS ,c·· ble~cs Qql~a, IIcrt ~; 516.02 Brand Analydl 225 277 ~603 9lant Lla~Cdo4 mlllr~k f16,04 Technical dudit PrDdur: ~6.11 P~~~ ~n~~lon Oevclo~ment 516,13 ilcnnfc~l Suppart by Psyc~olo~ P /21 654 Suppl:: M,P,O,~·Cc'sl / ILW navour Oov~opment Is Supper: nlvo~r Sllcs , ~I,,, s~r(vz~i) 516,31 I~duc: Osv~opne~ 60 ~LjZ ~End i~tydr IBO n633 k:c~~ Tes~lg P aL3~ L~~al EltffildOal 5 UL35 40 ( 337 ( 397 P,P,6 S, 516,35 (Ip.b·~l~ JU 337 Purch~dng Matc~al ~ssting 81 Oepar;nc~t TOiAI 1, 2011 ~r~~aa 2dP O h' 2280 C nP b71 ~~~ T~ro tn LC Ph cll 1~ ~ r~r ar ~al in ·t~nl~ rm~ ClibPDF - v~~fastio.soni _ ~__~ ___ TECH#Olt:~ W03K d:i:: 5!j,31 ~A1GE2: T, Hi rJi · Technicil Support :3 Open:ing Companies TOTAL 3UOGET: r 185,000 · STR~~EG:; OB3ECliYIII · To provi:e Operat'·; Companies Hith produc; technology ex:2ttiSs as necessary : to meet eais;ing ac projzr.:el company and consumer needs, /~ioool_l : 01.051 i~chnic~: juppor~to a,A,T, (Suisse) 10 01.002 Technical s::pport to Suomen Tup~%~a I 15 : 01,003 iethnica: s~ppor::l Cigar Group 1 4 01,05: Technical slppor:;o P,T. a,n,t, Indonesia 9 i 01,005 Technical i~ppor: to ~ataysian Tobacco Company 1 9 01,C06 ;ecRnica: support to United Tobacco ton~pdny, Sou:n Africa 10 01,017 iechnical s~ppor: to a,A,T, (Kenya) 13 j 01,010 :echnial Itlp~or~ to B,A.T, (Hang K~ng) 5 01,015 T2cinical r~ppott:J a,A,I, (Singapore) 1 11.02( i~linl rl~~or: t~ liiglr;an loDarto [on~lq 6 ~ 0:,100 !rlduc:;E:nnolog Selinars 39 Technical support to other Operating Companies, as require:, ~hts allocation niil also be apllir: 60 :3 proGuc::evelc~:~nt needs for Opportunity ;nari2:s, idemifiel :urinS I~e year, !SSS examples fncl_:J ~~velopm21:j for:h~il:nd, Turkey and the Canal3r Islands, r" i:[: a:;::~l A~:·.:~ Is~k;:: C~, l:J. thil mu:l nr(k ~o)ld or Ihoun 10 upL:t:':ili! ;2:Wnf. C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 TICHNO1OGT UOIK ~aEA: 516.02 ~N~EI: R.efnnJ 3rand Analysis for Operating Cs~anics rOTAL BUOGii: f20,000 SiRATEOIC OUEC;IVES: io provide an effective brand monitoring service, as required by Operating Companies, AIIOCATI~I (i000 02,001 Routine brand hOnf:3rlng, method crosr·checks and monitoring studies c~~~g development or modification of proC~~s 02.002 Measu:omant of sped fic cheml csls carri ed out on request O nr Ins! hrm~l Tdra C. ~: ~s crl sotk r~~ N Pal 1··Ld~ ey·. ClibPDF - v~~fastio.soni TECHIIO1C3Y ~u"ar ;REd: 516,03 MANAGERS: Depends on Service Speci fi c i avesti E;ati ons and servi ces to TOikl BUDGET: 00,000 Operating ~;lpanies provided by G~3SC Grou:j other th~s:ne Product Applications Group STRATEGIC OBJECTIVES: To apply ~313C resources to specific nan·rs~:ine investigations as required by Opera:iaS Companies I"?L it is not;ortiblJ to predict the variety of requests which m~y arise, Therefore, a nominal resource has been allocated / and a hi~~er demand will require a?~rooriare resources from o~her bu:~s:d proqranses, Specific cost ctntres wi i i be opened as requests arise, as appropriate for recovery i purposes, In 1984 i:~estigations and services includell advice on factory hygiene, maintaining a cross·c~eck system wi:n O~eratise C3apdni~E On tobacco m0jl:arelovel perforrmnce and develc;~ent of software for a ~C work St?llOn, S 15!: Bdlh ~sed~t~ ro51xo Ca l:J ~ir mel: ~ul Ic ::;:rd ~ ~ho~:J uau~horilrd yrMII. C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 TECHIOLOGY WORK AREA: 516,04 ~dMAGil: R. Bfnns Technical audit service TOTAl BUOGiT: [53,000 STRATEGIC OBJECTIVES: To ensure that la5oratory services within Opera~ing Companies are to the standards rcqulr~d to support effectively relevant company operations. 1000) It was suggested at the Board visit In May that we should instigate 1 regular laboratory audit system for overseas 53 la~oratorieJ, The cost or this exercise will je fjj,000, Effort: 133,000 Travel and expenses: 120,000 O nP YLL Al~~ h~l CP L~ ni II1 11 ~(S)C 1 C·l I ··~ld el·. ClibPDF - v~~fastio.soni ~E::';B1~GY Si?K ~REI: 516,11 MAI1IGi;l: T, 21:ii TOTAL 8i'a8iT: i:~i,000 P:;:sr: Innovation (·:~':5iC OF;ECTIYES: ·II. i i: l!al~~ n ~nduell~ Elt ellEinl sl ImjldlO cloi:rr nEi. ~si""i aioc~r is:i ?::!, lons~rr need areal have ken identified as :::;SdS: 1:.15~ Sr:Ling ple!rure and latis:lc;ion ie.g~ KI1T, i 12L SMITH, FELT) ::.?:1 l!u~ Br m~rey (,.~. RIBI, L:ltl, i;s fil~lnl 18 l:,1CS Personal re~ss~nnce (e·9· LODOS, LICO and otser 105 lower delivery projects) 1:.t3? Sairl reasjurance (e,g, sides:rean, room an? but: i 121 ooour) ;"ls ~lloc~tion Hill also Cover: jlj Barlgraund r~ucier ~n novel idelr or s!erillr Leion specific a7plicaiions to the above needs are identified, ill P:of essi onal ug·dati ng on fnternal and external ren~rca which may have pr3duct a;,pliCations, a:~i:isnaliy, thil budge! will cover manl9eaentladnini stra:ion 50 ci ~~e Prsd~~t Applications Group, O lai; J!ubh h7~r tJi:::o C~ U TLii eEI( na b~ clpld prlbn la ulrl~L:~i~ r·r··l C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 iEC~:~LO:~ C;:\ :'i;: 5!5,13 ~~dEE~: il,P, ierri s iel~nitcl s~:::~::~ Psycnology TSTK BUDGE;: 1182,000 Sial;EGI: ~3:EL'7~~ io provide t!:1';:il support bv 7sucholoSy, wiiica together with Marketing activities, ~::~:2:~e~l:~e inierface between ",,3,,T, and;he consumer, (rooo) 13,03'. ~rl:;~lvi Research: Relating consumer req~iraea:s to I:! ::3CUCt, io ur:e"stand, influence and forecast attitudes to Scs~'~; to develop 9thoC; for consumer product test''E of innovative pfobctsj and to develop new s;snnlation procedures welch have specific applications for modern 3nnd types, innovation and c:~nication. 54 !3,CC? Csmrri:rti ons Research: Coauni celi nS product features to the consumer, To ne?s:re and cltimise c3~3~nicatlen of brand image lara#:crsl to develop methods for corwr;lnicating the feah:~l of innovative products; and to develop a s:~i?:!ilg for consumer product testing under al:tr~i:: ve cormlnicaiiOn techniques. 54 13,0Gj Fsyd;:~ysics: Relating objective features of the proc::c:to subjective evaluation of the product, To Ce~e!op sensory toc~nicses for the characterisation of ieas~~;ive product features and to relate these preli::'vely to objectiuoiy ~alurea~le product 14 External contracts (ConsuneF agencies) 60 1 I~i: h:IF '.~::.:a Tokel Q. !~J. PII -e ne ~ e~pll: o: lll·a 1 uluulraal!! pa~l, C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 TEt-::;2;Y HC'.; d~I:: S!S,1J M~~~SIEI: T, ~irji TOTAL jl~Ci;: I1a,000 nE~;~r Oevei~::ent ano technology tra:.j:er STa~'Ejl: OSII:itSES: To i:mla:e ilavosrr to give Operating Conpanies distinct ~rodue: adv~::r52s in 3eir oricetsl To :.:vide I~;;or: for pr3duct innovations under wori an 116,ii, A1106: rrJao) Ix;i*iltni?l i;alO~rS uill be formulated and evaiuataC to;?co ad~l.::~~ of e~~ materials arising either from Researcn or frc:;;~vcur i:user, The ~s:~ will f3tus on attaining objectives set: i, By s:tcifil company needs 2, Projects in the 516,11 work area rd :3 the latter, the aim may be to enhance exirting leu3i; c"d au;lity of f~avour 1516,11.100, moking ~1S.arure ane r3:ll:bcian and 515,11.300, personal reassura~l~) or t: ra: nc~ati :2 effects jn achieving other objectives ~,!;,205, v~ lue for money and 516,11,400, social re~rj3rcnce), 0· : iD 1::il ~l~iUI TPhl~D CL U, fhil RVI ~I k IpKrl OT ~a ;3 unr;':'tce p:!Ja· C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 TiC3N0LCGr ~OI~K~R~: 516,21 PANAGEa: R. ginns TOTAL BCGGE~: E21119000 Support to Flavour n~nufacture STRATEGIC OBJEGTIVES: io manufa:ture and supply Ilavours in order ta give operating Compani!l distinct product advantages in the markets in which they 6pente, Flavours will be supplied, on request, at competitive prices C 19SJ Dr:lilh knicJn TPb~ceo Ca L'J, fhil mull nOlk mpi~d w thow~a in YIJY~PIDP monl. C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 iEC~60L061 C~?K s:I;: 516,31 MANAGER: r, Hirji Product deveioor*: fcr 3.A.i, (UK~E) TOIR1 B1'OSi-: C60,C00 S;Z~TEGIC 03JECT:ES: ~o underrate pro~l~~ d~velop;~n; and relevant technical support services to meet B,A,T, (~LGEI 3xistieF and projected company and consumer needs, Al uell as ~rcJ~:: ~evs'jpnelt, the prograrr;ne will include 6 monthly marte~ r~~crrs, quarterly upstates and quarterly physical testing, 31,005 Pro;ect ':IR!Ci · OIE: inclusion trials for fuli-fi~v;lr pr:~lc:s 17 for low·:~; pr?~cts 9 31,008 6 lonthl~ ;naris: re:ct:s, quarterly updates and general technical support, 9 31,320 Project ~'I~ · Op:ijisation of blend/cigarette design for !2 and 14 mg products 4 31,021 Project ~~aC~S - Oevelo7ment of Luxury Length (100 mn) full flavour cigarette 1 31.022 ProSec: f;:U · Port-implementation evaluation 2 Con:ingency: sar 3 neH projc::s during 1985 15 o 192: 3::;:,u ~.:::::~r:::l;:o C:.:::. This mua ng be rDrlrd or Ihrn I~ unlullwe~d F:n~al. C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 TECHIDIOGY uDIAREA: 5!6,32 MANAGER: R~ Binns TOTAL BUOGiT: 1180,000 Bland Rna~yris for B~: (vKeEi TiaAiiGIC OBJECT~ES: in provide at tffiliel: Inaliti~!l ie'Yil! for BAI (UIIE) revering own and competition pfodods. (rOoo) 32.001 Routine anC non·rolt'nl alsur!~ents on ciguette samples artring fron;rilr? dclelol~nt, 32,002 Analysis on hone mar~zs l'a0url of Im~orunce far j league table purposes cnC for iaaaatisonl aEainrt analysis of i~e Laborr:or~ oT:ee Government Chesist. 32.033 Heasuremen:l an expcr: Ir:ndr, cllouing for any special re~ui rements arising from ti~e market, Monitoring for interaadonal brands. p 1~1: Bl;hh he·ll;~ Tubi::u t3. L" P:r nuk::' I: eoord JI Itam lounlullOn~d RMI~ C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 TECHIC1CS! YOR~: 516,33 ~H~Gil: R~Binns LtsB1 iAla ror #T pDq mr~lrao: rs2,coo STRbiEG!~ ~UEC:!YES: To ~Ala a r~~~l lnd p~gl a~l~ nnkl fDr UT ~PE)~ loool HJt2T nate~all, foii , pa pCrrl tipplng~, plugurap, 33,00! Routil! exa~ination of box Sdard and wrapping ~lr ~d pl:k~e lih ~u~al~ I i sz 33~02 ~n-~u~ne work accarding te the needs nf BIi ~KS~ i~ areas nl~dng to Ilr~ne running, adhesive performanc~, packaging ;naterial chan~?E and packaging perlormance : nU )~d I*a~l h~lD CP I~ nd 1~1 II ~ InilJ I1I1ID ··~II pll. ClibPDF - v~~fastio.soni TECHNOLOGY WORK AREd: 516,34 HA1~GS: :1,J, HErduick Techoical Investigaiionl or behaii TOTA! Bl;OiEi: 15,000 of.BAT (UKaE) STRATEGIC OBJECTI~ES: To undertake specific work on mac~ineq and processer as requested and defined by UKgE, i~-i 34,007 Hambro fluid bed dryer and quality control investi garions, 5 r O 0 19114 Lillh hc~nrsn ~oko~u Ca Ilj, thil aua net k ropitl or ~bn to ss~lla~::.~pru~nl. 03 C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 ZCHNOLO~Y U3RK ARU: 516,35 HANAGEP.: R, Sinns ;nalytical support to 8AT (UKif)- COrby TOTAL BCOG;:: U09000 STRATEGIC OBJECTIVES: ;3 provide an efficient tobac:3 ble~: analysis service to a~T (~~JE) · Csrly dLWCIZTION I";'P~~P" I ~lasurement of nicotine and sugars On blends expanded at CCRJI :sr effective PlantlProcess @~itorinS, 40 O 199L Bdilh ~llle!i;~n ~pb~KO ii. L~ fhl'lll nW k Wllid ~ JWWI IP UIIY1~3~Xd;:JJRI. C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 :iCHSSLCGISORK dREA: 516,45 Mldfii: M,J, Hardwick iquip~enl and process Evaluation TOT~I 3UOGET: r466,000 SiRbTi3IC O3JECTIVES ;o und~rt?~2 specific process and equipment developments ad evaluatlonr, i~clujinE:~e manufacture of cigarettes from proc~ls~~ ne:~rlals. IOM i E000) :5,000 General preparatory wort:pldnnf ng (unal located) Evaluation of flbfd·bed dryer BO Support to exploitd~ion of OIET by production S~r~iels 60 I ~· 6~a·,i,u r~ 105 :5,01! Evaluation of shredded la~inalr~ll rtripr 41 sg,0!2 i,P, loss in aatlnq machine (previOuS]J ~GjOi) 22 45,015 ~achin~~ evaluation samples (Includes 416,J5,5!j from previous year) 60 :5,016 freerelsteam expans i on (previ ously pa r: of 016,:5,010) 16 :5,0!7 Support to stems filter 8 ~5,01a Support to secondary automation (prcviously 411,41) 20 J5,0!9 Contingency for further developments 50 I : n~ P~~ I*9* TSro Cc ~. nl lal n a alil O P~.: 1 eL~IP~ FI1 O ClibPDF - v~~fastio.soni TEMIOIO;~~T~i~: 516,51 HI~CEI: R. Bi nns hn~P BrbZ hr k~~~a Departncol 8"1'"": 8~10 ST~AtEGIC 03jEC:~ES: To provide 1·~~dl ~~I~ Pn~C for Purchasing Lp~·~~ iii3 (Eoooi 61~0! T3 ~x~~~ a n~e of naterialr an behallof P~rct~~ ng 3ad~?eot and to Inrsre that materiall i for d2lluery !o O~erating Coopantcs meet BAT rseciiicatlsnr 61~02 io und~~~? arY n3n-muMne tertiog as n~e~cd I 61,CO3 io n~~~~ a c~rs·rhecl ysllm with B~ll p~nd~l l~n::e paper suoplierl 0 ~~ ~Ld ~~rl: I~=8 Co. ~I Pi pal at k slid or Ibl r esl~Cd~c*. ClibPDF - v~~fastio.soni 1.· I 2/9 IC LL*, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 e O O N w 0 ru C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 NEW BRANDIPRODUCT BRIEF SETTING A DISCUSSION PAPER B~'(Ullamd~upo~)Umited Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 · T~~ NO 3ahND/P400UCt BRIEF SETTING PROCEOURE This document r!uiews current new product brief setting proca~lns in the id; ~rcup and discusses modifications and extensions which m~y Se Worth consideration in the iignt of present experience, 3XI~~G~UNO In its most eoEl;ete form, the new product development brief is a key de:.er;Iinan: of si·ccess or failure in the high volume fast moving consumer goods industry, dealing as i; does with reducing the overall Irobabili~ of failure of a new pt3duct in the marketplace, The odds of failure in t:dals marketplace are very high, As a generalisation, on average nine cut often new products fail in the market, incurring si~niiicant development cost losses. The financial bottom line ;ustifying efforts to igr:re Eie brief setting process lies in producing a more favourable new :nduc: successlfailure ratio, ii~e new product development brief also happens to be an aspect of Operating CsnF~ny functioning uic~ is most dependant on the gualitl of interfaces between functions within the company, The bigger the company, the more likely it is that functional subdivisions will be present and characterised t~l differing perspectives on the development procesj~ The new product devei~omen: Ireclss in large Operating Companies is most typically vulnerable to dr tendency for separable RgO and Marketing cultures to evolve, eden based on rather different conceptual and even linguistic traditions~ The existence of a Marketing/RAD interface demands that particular attention be paid to ensuring minimal loss or distortion of information in negotiating the transition from the basic product brief (an ~55 prize responsililit:,) to the overall brand brief (a flarkeiing pri;i rcsp:lrij:liiy oi rhich the product brief is a key eomFcnenil. Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·2· Ic clarify 9e reialionshi~ ~ekeen Fr:Cuct and brand brie': land hence often the raiatlonrnip bern~e!n a10 and Ilarketing responsibilities) certain fundamental points apply: (al Tnr 'pnd~i: refers to the:csic cigarette in the absence or any :randed context. ibe 1SranCI refers to the entire cigarette :roper~ encomcasse". jy bar';: product, brand oar i~en;iiiation, :cc~agin~ and prlmctisn~ (5) ;np product brief is nWSt US~dllj derived frorP a thorough going ::nsider!:ion of the brand strategy (i.e, the specific market :ssitioninF inilnticnJ for ne new propertY)~ ihe pTJ~E;t ;:ief most usually irises Utn as a consequence of '~nar~sf ?Ui i'. in less in:uent circm~stances the product brief can Cevelop autboonausly and ssSlrluently prompt the io~nuiation of a brand brief, this would be a 'technology push' situation most gpieal of fnnovatire product develolments~ :he most common ex:!rienec therefore is that a market gap is somehow defined and a brand strategy formulated to fill it, aithin which there would be a suitably compatible product ~rief~ :t is far less [ommcn and indeed the industry is generally lerr ,.onfidenl witb the notion of generating innovative new products and EuSsacuentiy defining a market gal for thecn~ (ci Since in reality the indur:~ sells brands and not simply ,roducts, it Would Se most useful to acknowledge that reference to product develapn;enl briefs is misleading except in the context or miner alterations to the product component of an txistin~ brand, Or development Of free-standing product innovations~ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -3· THE IMPACT Of OA6t1:Ii;:cN S3UCTURE ON TliE Ba!Er The most typical nfSb;irricn of the RbO/MarketinS interface is by conmitt2e, usually termed the SrsCat or Brand Oevelopment Committee and multi· disciplinary in na:::re. Sometimes the product development component of the brand del~elOpCE": process is Separated out IS 1 Specialist group. It is genera~l? desir!?;~, however, to keel the product development process as closely identified as possible with the guiding brand development strategy, ensuring t;e higher: possible consanance Seiuepn product, branding material and target c?nsumers~ In practice, this:e!as 1 conscious effort to increase involvement of product developers in brl.nd development thinking and a corresponding effort to Inerear2:n2 detail of the product specification wi~in brand development thinki?.3 in order to give the product designer more to work with, ihe cornit;t! for;::!incini the most practicable way of brinainf together the RbOl~ari~~inp ia~2riace 131ong with the alternative orgsnisd'ionai fon of s2::ing df ai:idisci?lioary project teams to pursue specific developmen:sj, iic~ever, the emmi:tPe and team approaches an ultimately limited in tie; the, bring disciplines together but rarely crosj·breed the, To ac~iieve io product levelopers an in-depth appreciation of brand developmen: and c:Erlrs2!1 to achieve in the brand developer a fun understanding of t:,e contribution of product to brand reaufres the fostering of a geer:;i3n of hybrid professionals rith degrees oi experience and mastery in boti product and brand development, In practice, this means a conscious:oiii~ to seed R60 with Marketing professionals and vicl·verrd, ideally ~diing significant experience in product development an accepted;art e' t~e marketing planner's career development and similarly making si3ni'ic3nt e:(perience in the brand planning area a necessary element c: 5~ a~S product developers career profile. Currently O thi s hybridi satioe :c~::s to a 1 imi ted extent in the form of short Q secondmer;t;:13 Fclranl: tr3arfers rather than being an ICC::;!': aspect I~ of career :i~anix. Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 IHG~;ti ~~ ~E 3RrI' i3i !IPbCI CF ORG~NfS~;IOI L pnholoP~ aoundarieI are rC~!e~ ?? dlR~a c·fi~ul and lInClliItic p~lc~*l an de ~pAh ~al nMencH pc PerhaaI molt t :,;1. ~!~~cn in·houle sensory panel clearly reflected in the r~lat:,~l~~. teIt.ing and external cansumer;~Ccc: ~r~~4~ In the traditional scenario of product testing, fn-house lu~r: ~n~ telling 15 ty~c~ly a Imduct dev~opnent nr~oo~~l~t~ anC :fl t~~ ~ panels is to Provide Ioec:'fie ptoduct IanIory pcrftnrce ArZii ~ yd~t dafg~re bats yd*: bdBL on Je ~Lr ~~, 4ln~ePp nleaLnl~ ii hal be rale o: Ieparctely ~aa~~ O! ~ad p~l~i the Cdc: ola*at ol omllr brand ~~0~adp~czo. :hl C~ia in ~ts~~a tp rela:e in·house slnsory ieedbari on :,r ;rpduc'. to external consumer sensory feedback Is that the ae~~rlc!~t taolI used have generally evolved in differing cultures and, ther!fsre, us2 differing attribute vocabularies and anllytIcal ~~sds, ne s~:~ i.: III ·akll~ gaP II that it bcaa A~!ott t3 relate RJIL and a~:ln Iensary findings. CdnscquenttY the product compeee?t c' f new brand brief, where specified in sensory terms at all, uses a J2~S;rY vccatlilarY which is not com~~~~e dJ be nao~l *cddl~ ~~: ci p~rl 8~lops ii te:Iant 91~ ~ Ir fundamental to Iro~e =e u: ksrl Im~ct and brand brief t~b: internal and external p~C~:: ~v~~iJon vocalulariei are eItablished on a ceon base. War: n~ r~ C7NC$ It II IlaBn]C to Ipeciiy Cdnd yPbcr n~a~ ~~~~7r d~~ be jrand brief in u~lr! that produce developers can vdll :t~ resui t of their efforts against ~cacn~ pc·lyld Panel IEC~l~b. [r the brand brief II ·tl 46nL a eslll np~~g b~~! ci8da 11 $yre~e loBI of magnitude thereof, and fur~~~l'l, If the att~bu~l used In the brief are derived from consumer 7r:C.~::!lt vocabulary which happens to be different fret Ic~al ac~e ~~hil~, then it ii never Posrible C: m determine ulcdet ba~d in!=rr ~ct 8dr brief (rl thus never C gaLk m can~b odp? '! ?;r!n c3ntributioni pi ~dct ri mar'(etind variahleI t1 the hr!.: i !~:~ii e" railurei. 2; ClibPDF - v~~fastio.soni C~I~i:ING~~GE, COMPETITOR INTELL!Gi~CE nHD MARKE; ~~PPING Apart frc~ using a common vocabulary for internal and external sensory testing it is necessary to support the brief setting team's ability to produce a highly specified, sensory attribute based product brief in to ways: I) ;s ensure that all members of the committee are conversant with ;he meanings of the sensory attributes used commonly in external and internal testing and that this appreciation e~;:~cs to an andc~rtanding of the relative magnitude levels it Is possible to encounter within such at:ribut~r~ ill To ensure that the committee is informed with the best available ~har~~terfsatlo~ of the sensory product space which t~eir market describes i,e, that the relative sensory profiles of all slgnl:lcant brands In the market are known and napped out ~gaisst the standard sensory attributes us~G in brief setting, (mapling representation of sensory data is now commonplace in the form of OELT~ and NILE type methodologies and, in the case of 'locked' subjective and physical data maps, SHIP), This latter operation of 'putting a map on the wall of the war room' is IncrcaJi~Ei~ key to the success of new brand bevelopmen; In higr;ly competitive and crowded marketplaces, since it facilitates (a) b~:lni;ion of potential market gaps in product terms and (b) since the nap is statistically constructed from hard sensory data on own and competition brands, any identified gap in the map s~dce can be defined in terms Of CO- ordinates and a desired sensory profile can t~en be derived from these co· ordinates, This derived sensory profile can then be used as a highly IpecificS sensory brief for product developers, The process of 3roduct brief letting then becomes a five stage loop: ClibPDF - v~~fastio.soni -6· P11O0UCE ~ SE!6L?SY ~dP OF THE MARKET (TiiROUG;i C:~S~ZE~ TESTING) IOERTI" DiS!Bdi:I PRODUCT POSITIOH!#6 lii~!~ ;~E ~~P S7dCi (Ig TE:US OF '91' iOENTIFIQTION AnO T1E USE tC ~ PSEFI~I~E YECTCRI USE TIE i3340!8AiiS OF THESE OES!IIE3 P~SITI~!II TO !1E!I;IFY T~E Si6Oav 3RCF!IE BESESSARY TO HIT THOSE POSIiI;IS USE T~E ,lER!'lEl SENSORY PIOF1LE GS d C~nCsEiE fETdi!EB P~OOUCt OEYELCr"~~T BRIEF USE !~·~CUSE PIELS FOR THE PROOUCT OEYE1OPER iO ENSURE THE FiT OF ~rS PSO~~Cf OESIGI TO THE BIIIF XND F~!I:1LY VAL!S~TE BY FIT;:NO AW!4; IHE SENSORY MAP OF THE HA~IT In this a~proac~:he prsdlic; brief is fully Epeci:ied by seniory attributes which themselves can be measured internally and externally and related to a strategic map of relative product positioning in the marketplace. The influence o; branding variables on tap of this basic product approach can also be fden:i:ied for the use of the cooanittee by ~do)ting the same market mapping ~~:i~odolooy to a further eons~oner trial in which t~e same own and competitor producj are evaluated in full branded ion. tam3arison of blind and branded apping exereirer will Illau a clear 5~ derivation of t~e impact:hat branding variables have bad in altering c, barit par:e)ticti ,i pm~:tr tlonl. This approach t: the new !nnd develdpment process is !rsd on ::' ~1 following S~rranlry POin:j: I~J C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 ____·_I~C_ ·7· i. Oeveloping a ~cre organic Interface between I1G ?~~ ~?·~e:ing functions, eJ:?blished through adopting hybrid c:Ee~r planning. 21 lying the pr~d~ct development brief more closel ii :: the overall brand leveloFlnent brief by adopting a unl~?·;!; attribute vocabulary across in·hdus2 and consumer prodcc::tr::e:~cbs~ 3. ~dk3ng pr3duc: briefs more explicit In terms of ~:::i~~tel and sensory mapni:~de levels, to the extent that prc~~:::lv~lopc~~ have a clearly specified and agreed criterion for ~~e:!rs/:ailure~ a. increasing t~~ amount of c6mpeti tf ve product ie:ii:l;!:er available to t~e brand development group, ideally or a contextual or mapping basis. Implicit in this discussion is the view that getting t~e fcr;o-' the new brand development brief right has a great deal more to do ~i:~ !r3anisatlon structure, systems of product evaluation and competitive product intelligence than It does with producing a well designed form for a ce~lt:~! to fill In. In ~e a~~sce of ~e~)er functional changes at ~L ~;~~~3~ng interface the new ~ranb~roduct brief never amounts to auc: ::*er than a policing system used to arbitrate disputes over project de:inl~:n and at belt, a progress record. paradoxically, getting the bes;:~::' a brief probably has a lot more to do with what is put in place a::~c~ i:,:han its formal structure per se. SE~E~TI~G FOR IHE TARGEf CONSUMER I further key aspect of new brand development briefing lies in I:ecificatlon of the target consumer. The degree of sophistication used 1~ consumer specification will be a central determinant of brand s~e:2;j:l!liure and L yet the target consumer in tobacco industry briefs Is rare':,:r!racterised much beyond basic sscicbemographics and usual brand/d~ivzr~ lect; E~oked~ ClibPDF - v~~fastio.soni ·8- The use of l;sual brand smoked by the t3rget consumer as a cr't,rioo ;1,3"t for new pt:i.lct development is unsatirfactory, since it leads inevitahly to Ime·too' propositions rather than 'better·than' propositions~ Fbf example, the value oi aiming to match Harlbnrd as a new product brief ii strictly limited unless we have confiderco that the brand livery to ~~ put around :iir ner product will be S3nehow superior:o nri~oro iscerpy. The realistically c3mpetitive aPF,,dc~ Inst be to determine through tllear:hing krl~cn ~mPlrri l(Iperiall.v rui'sberil thare aisrc:i oi:ie seen by the consumer as reluiring product sensory profile whiCh Ire inptovser·:· This diagnostic iniowatiJn can :hen be used 13 direct 1 1Se:t"r than' product brief. There are several new Fenera:ian mar~t: research techoirlues which allow a ruel ti~h:ir speciiication of the tjr:p: consumer in terms of produc: expectations and desires: 1~ F~SE1ENi~S SENSORY WA1PING within the aforementioned aaPPinS cppna~e; i: iiporiible ion the airuloti~n of abe~lat, rs~le sir.l to extract discrete ore-defined consumer segments iss :De main Fapulaiion mao ddt! and produce segment mapr Hhicn may t~Ln ~e compared against the total populdt~on nll to indi:!ie the way in which sensory product perception s ar!;nodifie? ~Y variables assdc~ated with particular segment I&bership~ a9seuehes in this area con~irm that delivery level of own brand, tenure with own brand and stability lithin deliver7 band for elrmple, Ire ali associated ri:b widely difiering consumer perceptions of the sensory Sualities of products· Vithou! an understanding of these lour:cs of variance in product p'e!ltion, i t i s very df fficul t to predict the product specification which will aopeal to particular clnsusers [elcelt by crude apprnination and apirieis~)· O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·9· 2, p':f: HOC SI7ENidTIOM Or" SENSORY OA;~ an alternative stra;egy for Iclmee:Jtion is to avoid the use of prt·definec consumer ra~ents and simply to collect sensory data on a standard set. c::roduc:; frcm a large population of consumers, Statistical analysis ij;hen applied to the sensor:, scoring be'!aviour of t:e csnses"s (nornally cluster analysis) in an a::alpt;o separate eat groups or se?ments of consumers disti~euishe~ bY snared se?rory scoring behaviours in reaction to t~~ products evaluated. Once the seomentation has been achieve? aoainst t':e crit2·i;n of sensory perception behaviour, the segments are selre·i? for the e.uistence of other tsaen feaf::res e,g, s:ciotaccrilhics, delivery level smoked, own brand usage etc, ;~~s a descriptive segmentation is assembled retros:ectiveiy irea a prilar3 ~e~aviourll clustering, 3, ;1~:!1: SPXI ~~?II~G the joint space map is a very powerful a:zr3ach r: new product identification since ii combines sensory 1?:I with a preference testing approach, ~ typical strategy ~c~li invc're two distinct phases, First, market segments are ~evllsped cn the basis of brand preferences (predie:d relative rril~ency of brand purchase), Second, geometric re::esentation df the ~r~e~s is developed by a discriminant analysis derived :r:m judcel levels of each brand's attributes, There data can :~e: be stileectld to a joint space map program (PRE~A3 being per'la?s t~~ most appropriate), In analytical terms, the data :zl~ goes ins PaEr~AP gives consumer judgements about attribute levels possessed by each brand and how preferences vary across different ~rsups of consumers~ The joint space ma? combines tni; infae~tion into a single market map detainiP2 the s aj;:[iati:· between attribute levels and brand preferences, O c:\:: SI~IS~iION this approach is also a lowerf~l means of i.~.. . I r::!I?:i6I :?w ~r3dUCt briefs, bared as i: is on Jrl producing · 0; !:j:j of :::!a;'ll prcdlc: Benefits (b) abs~suen:iv lurvpyir,a I~ ;i"lI sa~:'13 o: consumers and (c) finally grouping ·tspondcn:s c" :'e t~~;;i of icmoge~eitv oi benefits sought, T'2 philosophy Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 I _~_ ·10· of approach (i,!, segn;enting c:nrunerr on the basis ol desired product benefi:;i has become lig~Rc~~9y more valuable since the development and use of conjoint analysis techni~ues~ Conjoint Rasu:~~cnt is I decomposit;'cilai approleh to md~ling the relative im:drtances of Individual attribute components of a product or bn~d in creating overal' attractiveness to the consumer, Usl~; as 1 criterion variable the ranking of a set of multi atttijcte alternatives (i~e~ hypothetical or real ptoductlbrand propositions) for ovcr~l attractiveness, the set o~ part worths :r 'ut~i~cs' lot t~l individual at;rbut;s that are mast consis:lnt with that overall rank order are ssuf~t~ The analysis p~~cel Int~rv~ scaled ~t~i~es for the at:rihuter that are direc:! comcr~bl~ with cae~ other, thus enabling edlpdrf son 05 attribute i~or:~nc~s~ sE~Ent~rrow B! ~~OXE~ 8EJXri3111S~I more recent I79nach, still under da~!lopment, is :3 attempt a segmentation of smokers on the basis oi measurements of the p?vsical style with which they smoke theft own brand (f.e~ pufl volumes, pressures, intervals, nur,.ar etc./. U~:ed research thus far has indicated that it is poal~e to segment canruo~ into groups distinguished by particular F~y~c~ styles of sno~~, On the basis that any consumer j~~ng t~e switching vo;ume in the ~a~~t Is likelv to be ~at disposed to products which possess design characteristics most symoathetic or responsive to;~eir own s~~ng style ;l.e~ reouire the least rioting effort 4dfuJ~cnt in relation to ~erlre~ reward), style segmentation may be a powerful pre~c:3r of sex product suc:pss. In this con:t~t 'succesS' ref~'j to the fact that in tsdals competitive over· supplied ~~c: a t~ e~spe~dvs iai:jr must be the at:einpt to attract and h~~ a ~~~topor~en~t~! high share of the s~itc~ng volume in the:~~etllac~, N ClibPDF - v~~fastio.soni - rl· ~CiE ihe above d3Fr3Ec2s/techniques have been outlined briefly in order to indicate the wide range of tools now available for (a) improving the $::alit:, :: ~r:Cuc:.;~rand int;l ii gence available to the new brand development committee and (j) ~oring brief setting away from 'me·ioo' to '~e[;er ~nln';:::ositioer. The intention was not to provide methodological Caraii, ·~uev~r, such guidance is available on request. Additionally, it shc~:: not be ~:nsidered that use of such approaches should be narrowed down to i single :~oiee. In most instances a combination of apl~sacies Would je laiu~lr~ in sum:rr~, it is important to add to the general sensory mapping; approach advocs:~: in:he i stage development process some supplementary tool(s) to provide 3 'Rne ~:CISI facility allowing more precise targe::ing to consume: troups. :his is most important since it is well established ;aat csr:~in c3ns_rer varialles will have a prime impact on the odds of product ~:c2lwnct,'tejecti on in the market. Additionally, many of these new aecr:lches ai'3u US to Construct a clearer attribute based specification c~ wha:::.e t:rf~::onsurners would regard as an improvement on their C;lrren: :PO~UC;SI E;3UCTl3:riG i~f ill;; BRANO/PICOUCT BRIEF :: has ~:r been r·lued that the precise form of the new brar,~:~roduct Ctveio~:t:t brief is a secondary consideration relative to: 1~ The c:~:~t,itor i nt2lli gence that informs the bri e': in the first ~llce, ~· The drT~aisationliunctional structure surrounding the development process. ihr c:·jlstenq of letbods used ts evaluate :he ~r;Cc~: Br:u~hout its C;vi:33ment?i life cycle, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 4. Ihe sophistication of target c:nsumer segmentation strategy and the extent t: which the segmentation is male to wO~ no: only in prcvidisf guidance on promotional strategy, but also in (a) cascrote product a~t'ibute tea and (bl choice todelr bared nn 'hetter than' rather tnan matching criteria. It is nevertheierl ulai;ll :3 clnlider wha: any )rand/praduci briefing document should canaia and how it may ke defined. Ideally, the new btasdi7roduct brief should ra?resent a succinct and tactical and logistic elements of the unequivocal plan of the strd$3lc, development cycle involved in transforming an idea into a product and placing it in the market as a brand. In this context, LunP".uivocat' refers to the discipline of operationally rsciiying/defining ovary parameter that is capable oi ruch trelntnt (e.p, eonrm~er segment deiini;ion, desired seniory attrilute pmfiling etcl). The stralgic eiaen: of a brmd/prPduc: brief refers to all those narketing inpsti reii:ino te the higher: level oi analyiir of the market i.e, underlying sociaiip6li:icaliecondmIc trends, evaluations of competitor strategies in teres oi sepent appeal of brand For:foliols, market gap analysis, etc. The tactical elaen: of the brief refers to the 'miero-ltrat~lY' relating to the particular brand in pueStion i~e~ the particular way i" which the development is going to be deployed as one move in the overall market game plan. The analsgy to the game of chtrr is useful hero, strategy statement, in a briai uculd Le those involving In interpretation o: the overall state of pliy on the board at a gives time, including some iv historical analysis and an analysis of probable ~ture scenatios~ In Cr-l contrast, the tactical statement vault refer to the specifications oi the gr piece to be Fliytd which in tur: ri;l be intilnar.elY related to the t~ tanner in which i! can be played with': the Jver~li game plan or itrategy~ C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·~3- The logistical element oi the brief refers to resourcing and time scale (i,e~ project management) aspects involved in physically making a tactical game piece (new brand)~ The new brand/product brit' should, therefore, have three sections to which all brand developmeP: conmi::e~ members ate privy, These being Strategy, Tactics and lo~ij:ies~ STRATEGY The strategy component of the brief should come out of the senior marketing policy committee and shou:l be in~;eed by: social, politic!: and economic trend surveys 2~ motivational ane attitudinal trend surveys of the cigarette market 3~ own and competi::r intelligence and sensory market mapping a. market gas analysis 5, profitability ar!lysis The strategy section sho~ll be a statement of rationale outlining historical trends and probable future scenarios in the market which prompt consideration of one or a limited number of tactical responses, which could be either opportunistic or defensive in nature. TACTICS The tactical component of :~e brief should be arrived at by the brand/product G development committee, wi:- a prinar~v emphasis on the input of mar'ceting CI· members. The tactical stt:tment shoui~ be informed by: Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·14· 1~ general sensory Pr~et mapping (inBcdina own and competition brands) 2~ segmentari on strategy i sclating Be targe: consumer i, a preference or product beneii; model Glitch may or may nor be part of 2 abcve)l ihe tactical section should be a s;ateaenr of IranG ~ositioning strategy in the market rupportie by (1) a clearly specified target consumer (b) concrete evidence that the targe: consumcr would be predicted to show a preference for B ~mcored irtnd and Icl a rpducf iriei clllri~ rpeeiiied in terms of coniigura:iod aspects and, more impcr:jntly, in terms of an attribute and magnitude level·s~ecified senraa p~iile target~ It is Rait isar:dnt that the sensory praiile:eoet lan not only be validated lalinst in·houre sensory panel practice, but also against the general sensory market nap which in~rmr me whole brief setting process in the -;irs: place. It is e:dly important that Lr!adinl factors are not allowed to escape the evaluation Froceri· ihe impact ai branding an the product under develdFment should be rested (throuSn ~lizd and branded comparisensi to ensure that the ef~ec: Pi brand imagery Is consonant with the desired sensory prafile~ Finally, it is derirajle in taose cares there a market Share prediction may be possible (perhals through the use of a simulated test market mcdei such IS RSSEjSORI that as estinatt of the prliitcbiiitY of the development be calculated. liml;lated test market models bared an either slare (e.g. ASSESIORI or Volumetric (e.g· 9~511 Frelictianr are recannended as the best current farm of total ofter test prier to brand launch since 8ey do provide some node' of the long re perionncl of the launch without the necessity of a large scale test marke:. ~ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -15· I:"JISTIGS :j12 1 Ogi sti Cdl component of the brief should also be c:~'vS? ir by the :rdndi!~oeuct deveiopmtnt to~ittlc, Hith a ~rinary la:a~i i on :le 1 Iput :i Praduc;ionlleai/Product Oeveloplnent members. The Ic~irt'a~ Itstanent snould be informed by: i. 3udgetary considerations 2, tine Icales and h~manlphysical rerPurelno 3, arrent coeitaentr in each of the eont:i~u:'l iunctlons :he Icpil:icat section rhould cpmprire an outline Oev~l:?se~: r::ion ~lan, produced on a tiioetabled basis with regular tevi~ pcin:s· This :art of ine )riei is n~s: suited to running on pnjr: nanyan: roiDran incre~sinc~y available for such desk top compute:s as :~e :3~ THE BAT GROUP illRREgi PR~CilGi iN : Ilaio~lts oi neu brandip~duct Irieir currently in ule ni:li~ B: 3~ ;r~u~ have betn submitted by Operating ;oPpani es in 5,5,A., CANADA, ~USTiL~LU, P?MANY, SUITIERUNO and U.K~ It is not possible ;s append ;spies of all of this material since some briefs ~er" received as [snpleted documents including aaterial which should be relardee is e:nii?zntial to the companies concened~ it is very apparent that t~O stri~ oi new brlndiproduc: brief Setting varier enonous~y around:le ir3uo End that the rt~le of the brief is obviously intimatelY reiaa~ to the o:ganisatian ~JD ultk~ti~F telationships structun, available product evaluation systems, L and dominant product geveiPpment and brand srla:ing :hilPr:~li,l. Silch divl,ri~t lees hiphl? aBPloplia~e. H0vever, in :inr Ji c:ititue N~ Cle BC a)lroatn to new bond development does rr;eu.!il~riir Igai~i: specific points: C~ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·15· i. a heightened avaraess of re~ative sensory IcsitioninE vi s a vis the Con~getit,r in the i~arketpidce and a lir:ct use oi lapping techniques 'a exploit tMr ~ntelliclea i. usa ci comptibll ienrar.v evalllatidn ryite~r in·hollrl and in the field, forcing the product brief to be nut lore rFeeific in ternr of attributes and specified rensory;ndF"i~des. 3, use of consumer sgment~tion techniques no; only to ioi3n promotion Strdt~~, but to define target consumers IT !"eir sensory perception and preference structure, mi rsrponrer ai BRT ~len;inl tcnpanier who genlr:oriY ~ln~i:ufii Ec~~oier of brand/praduc; ariei doe~laentr vnanimouri? indiea:s~ an alrar.ness o: th~re po~n:l and in n~it cares, att~ve ini:iativa tJ G~lie tha~ Ex~PLES SUBMITTED i:- UKIE (APPENOED) · P!rlapr the nws: fanaalire" dpcunest:ritltated more toward project definitian and progress recording with lass qhasir or strategy and factil:s. The final page pi this brief represents a c~m~rrhensive model of the logistics component of a brief, ba~ln nnv nlLLln·IJvl~,~AND UI1IIAMSO#, U.S~i. (APPIIOE31 a less iafialisld Icaent in aB~'n'N the adminir;rative sense, vlth slightly greater en~plarir on i::l:IY and tactics. I~PIR[AL TOBACCO CO~LTO., GAIIAUA (arrcnuiuCA#AOA (~PPENOED) · the mdS: tece)t'Jal CO LTO aalroach, oriented strongly toward stratel? and t~c:icr~ edi GE9K4NY (AFPENDEOI the attached document is currently under O radical revision, moving it away from the current Ebiniltn:ive and CN Iseirticslly dominated s'.lle. Si!nificao:ly, E· Itl wnta: L~ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Uin the pas: B:T·C' used the attache" forn for product Iriefing. Since early Ib95 there are some changes in the project organisa:i:~ which should be knoun ta understand the project brief which is used tcC1?" The s:ePring csmnittee for brand development and modification fs::e i~ (proC~:: varialion con~ittee)~ For each single project a projec::13der is need by the P'ld. The project leader will then name Be otbtr:~ben of the project tern, The project leader will cone from; · mari(e',ing: for new brand development projects and some of the brand modification projects · leaf blending or R~O product development: for brand modification projects (leaf: more blend directed changes, R&O: more design or casing and flavour dirf~:r~) · export: for all export projects · factory, engineering depar$ent: process changes. It is the project leader who is writing Be project brief after t'j;ss~ion with his team~ io do that helshe is trying to get as much relevc: infonatfon together as possible: market research iniana3an,;·:Cucti ideas, target figures, time for product development etc~ It tkt beginning of the project, guesser about potential, exact ~:Eseer targe: group e:c~ are not possible but:o evaluate this, will be:rrt of t~e;rsject~ ivia market research test; product test with the FI~·:anel, dssesrsr-ks: and others). A project uill be finished for the :~I: six s weokl after launching date, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 B BRlnsH AMERICAN ToaAcco Copyl~qustForm Regu(J1Nomb:253 Orga~ization: Dent. of Justice- Legal Health. Canada Request Details X~uahte ·,11,·1·11··~111111~~(111111(*11)11111(11111111(11111 Page Range: First Page I IlastPage ol~ln 14l~l~lalol· I/rl t1161~1S1~8/412 RlqUOS(Ed By: (Priot N~me)...... C'fR I~ m :J'hlk~ 111111((111~~11(11111(((1(1111()1111111~)111.11111111111111 Details below will be filled in by Depoitaly Staff Only II Copy Betails corByl ~· .EanilnL: 11111~111))(111((~.111(11 1111111111()11111111lllll)~)lllll()lllln1 D,,: ,,,~~~~20~MAY .....kl1·a.l..p·· Copy Checked By:.,,,,, )111~111)1·11(~111111·1((11111.1((1·11)1(1111)1 Date: ,.,.,.,,,..,,,.....,,,,,,,,,,,,,~~~~~~~~~~nllllll)lTime: ,,,,,,,,,,,,,,,,.,...,,.,,,,,,. III Delivery Details Checked By: .....,..,..,.,.,,,,,,,~~~~~~~~~*~~~~~~~~~~ Date: .,.....,,,,.,..,....,,,,,,,,~~~~ Seat By:,,,,.,........, 1111111111)110~)11111.1(~1111111 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·z " ~I '' 'I ·~~-: " '' I· : , ·, ~., ·:~~il;F%F~Cc.;;' .!'::' ;I 1· '1 · !1 5 r~V· :''~' II .A i 'Z c~!;· I i, I ( .r,·.~· ~~ ··' . · , ·li; i · . ~pls'4";'* ·' ' '~' ' ,) . · · ·~ '' ' '' ' ''' ~:: ;I: : ' · Y·. .·.1;, ~.· :j I ~~ p I I I · · 1:·.;?xi? 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IU IEJ :$ i ,. ·Y, 6 :r:1 O O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 __ _ 13n 73iE'EZOO. ClibPDF - v~~fastio.soni eCIPU sC: 26 BRITISH-IE,9fQ# TOB~i~ eC~PdnY I:~lliEl, RESEARCH 1 OEYELIP~1E:IT OEPARTilE:;: PRODUCT TECHNOLOGY ~ ~Ciil!QL SE37iCEj PROGRA~IIl~E AaO RESiURCE illOUT:~tl 1435 OISiRI3UTION: i, R,J, Pritchard 16, A,1. Heard 2, L, C,;, Blac~man 17, C,f, Ayres 3, 8,0, Braml ey Is, EI,J, H~rCwi ck 4, R,A,C, Cricnton 19, R, Binns 5, W,J, Dickson 20, P,H, Ganncway 6, b.~, Heath 1, O,G, HeyvoodlP,d, Richardson 8, M,U, MafJJram 9, H,A. Korini For infonaa:ije: 10, N, Davis 21, C,J,P, Gs Siqueira 11, R,I,O, fly 22, P,I~, Oen;Jn 12, J,A,B, Kellagher 23, P,J, Ousn 13, J,P, Sikkel 25, i, Ritt3tshius 14, o,ic, Thorpe 15, #.E, Uillls ~ESTtICTG NovemStr 1981 r,AY DE ~3Elli~ kH3 SIIII ONLY BY THE ~3:IESSEE Ir~ PBSONS AUTHO~:3;~ BY T~E WORESSEE O O 193J &illlh bm~rielr, To~jrm Cb. 1:J. ~:r -Ell a:lc:,F~c? i...:~lo u~lu:::11::;c:~onL C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 COMENIS FOREaOi10 K~Y BaS ii iiaYICES A~ SUIPPI ii APP1ICX:i?ltl ~r FUKGS VORX 1ROGI.IV~E a Ilf: in: li;n~l; T~rm Cu 1l mil.uwol t~mCd rllE·n I~.u~r: ~nn C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 FOREWORO This document details ~11 work at G;lg~C, (nK covered by the Grout RSO Prograr;ne) approved:: the BAICo Board in ~;o~e~oer, l'tl4, As such this rori 7::jrdse represents Ga~~C activities largely ai~ed at providing t~cnnicsl r.;oort and services to, and directly funded ~! Operating iai~)alits i.o #illbank Departments, The key areas of involvement have be~~ luinmarised overlea:, The s:ruct~r~ of the :~rren~ progracsle is identical to last years but in order to S'c?lii~ FrII!nration, the number oi work areas has been r~duC~e and re·defi~eC. In .F.rticular, the following changes should Se noted: i, ~li techni:::! support to Operating Companies presided ~~ the product ~~:':cations Group (PAG), including organising t"l running se-:ars, is now included in Work Area 516,01, All ssecii': investigations requested by the Operating Q3panics and cands::i~ by groups other than PkG, will be covered under Wort Area 5:j,03, 2, In line ni:· previous practice, all work for 81T (UKSE) ~as been CJt22:"1S,d separately (Wor~ ~re~s 516.31 to 5164333, 3, Fialo~r Ic;~iopment (~ork Area 5!5,X) and Fiavour 4anuh:ture (~ort Arcl 5,21) are now covere: under two separate areas, 4, Vor~ dre~ i:j,ll (Product Innovation) which previously ;;as HP;C · Direc: Pr::r:_s has been re·struc:3red according to the -sic corlsu;ner:~i?r which were identified during the joint I~~·ieti:;/ilb~ Csnf~ren~~:n September, 5, PEte~:j O2:rrtmenr has been transferred to Legal Oeoart::ent and, IF1eref0r2,:1 no longer costed in :ne GillOC programme, 0 I?i: il:;:;I~ ~ct· ;:· T~Qr:o (J. L;~1. 6:1 mull nor k ;~):td pr lm m u~sullsllYC ;.7:;.:1 C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 ii e =0 UCO W CVICI ~I Ol~nE3J EplCCo 9 ~U010~ in a rOr 'P. w a WPIW VIL, UO 3AI rEL Pm taO I VI EU E VclDI ru rcu i,O e3·- aa Ct) La UbL PII PI PI ~O C V) OU L3 CIH fu COI vl · I I I Oil rr u ,I e~C u IH me c a rl La LLE OIE n O0 vl I I Iw r DU W I I I I in in C: I I I i C C c nc~ ," u o r EEW 3 mJ In a =LI rC V1-X P =01C: Llr aCI3 UO U~ 21 vl ~sl A ~ CI y~ ·rCL ~5 L~C L' art 2~ JU a 3 r ~e r t wl I I I I m 'Oin vl I I I I r. ePI W I I I IDH rr U I i I I E~ uC I ar nA z I I LO La ~ me blE ii 4 oO vn qU 0 o L* O ct 3 LL I · · I Ir W e clUmL C 91UO 3 V3*IE vl rC: J U CLlm U U J C·IE 6LYU CO DOL) Ct I I ~C, IUn U ~ w a c Y C O r: ri Ir r a ? O r or a L OL r 5 r·l I I U ~Oem 0 >1 L~:~U :: ul, I: O D in CO1U 3 3UcJ 8·y8 OO L ~L U a U B" ~ re a a '1 ~~··~ E in c L'II I !C LI O c84$ AU Llr U 01 r PI iv 1 a 121 Url ~rg ~ELci 110 C? OAE4 aL 00 03 HI: a VJa LE rO a PI OE u- a aO uc o a: o h) uE a gr nE UO oo I ~I oo C~1 Or m~n cu Lr a> Pa c >r O\ cJ O V1 C IFI: ~·i:;!S L::::l~ Tob~e:o Co. t~. Tlir cull eel be colird w I~u~ O ~nl.Corilf?:nwa C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 P~~:3Ci Tit~B:OSu 1 T;iV:I;RL 51:.111CIS (WOR1;~5 ii6.00) I\PPLIM;IO~ Oi FUCCS jAli figures are In cons;an: 1985 tensj SUP7ia;iS / C0S; APPLIC~ilOil 1 1985 1981 3Y CEII;[IE ALLOCE~TI~II BUOGfT Irooo) ALLOGTION (r000) Operr:~nS j!E,O1 iechnieli ruppor;;j Olera:;ng 18j /ampanies Cosnies, e;ctc)t E; (L~i(3EI, 516,02 Brand Analysis 20 515,03 Specific InvestiSr:ions i 20 Mililrak 51i,0$ Technical Audit j sj Produ:: 516,11 Product innovatloo Oevelo~aent 511.13 iect~nic~l Supper: by ~syc~oloSy I~ 721 65: Support Op,[c'sl ildvour Oeveiolznt Is M.P,3, Support j 2101 BAt(u~EE) 5!6.31 Product Developpent 60 516,32 Grand Analysis 180 516,33 Material Testing 52 j16,36 Technical Investigations 5!6,35 Blend Analysis · torh 40 ) 331 1 391 P,P,6 ~, )· 337 Purchrsing na:erial Testing 81 Department TOTAL 1·· 2011 ~P6ii~'lS 269 O TO;IL ·- 2280 h\ C 19S: E:::;~~ hn~iul ~Fk::b CR II( ihil CYI: IOI be ct:e: Crllan a unlr~aild pue~ C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 1 · Technical Su~por,:3 Open:ing Companies TOTAL BUDGET: E,185,000 · STRdtEG:~ OGJECTI~IE: · To provide Olera;''; Com~EajeE with product technology ex:rrtis~ as necessary I to meet e~is:ing ~·: proj~cte~ company and consumer needs, 01,051 iechnicc: juppor:~:o a,A,T, (Suisse) 10 01,002 Technical Il:ppor: to Suomen Tupek~a i 15 01,003 iechnica: s~ppar: to Cigar Group ) 4 · 01,OW iechnicai slpper:;o P,T, a,n,T, Indonesia 9 j 01.005 Technical j~ppor, to ~alaysian Tobacco Company O~,C06 ;eehnica' juppor::3 United Tobacco Company, Sou:n Africa 10 01,007 Technical s3ppor: to a,lZ,T, (l(enya) 13 i 01,010 :echnica: sipper'; to B,A,T, (Hong KJng) 5 03,015 Technical E~ppor::s B,A,T, (Singapore) j 01.02$ ;elhnicll r3lporf to Higerian Tobacco Coqany 6 ~ 01.100 ?roduc:;e:nnolo~i~ Selinars j 39 Technical r~ppor~ to other OleratinF Companies, as require:, This allocation Hill also he appii~: j bO rl prod~c::Fvels~snt needs for Opportunity fiari2:s, identifier :urinS the year, !384 examples incl~:;d ~2relopm2·:; for Thailand, Turk·y and the Canary Islands, C ;;i: I:;::~i~ Ar:.:l'r~~;:: Cs, LI~. Thil n~u:l n~ Cc EPFiA1 or Ihoul 10 Ul~y:t:':i~L' ;::lsnl. C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 TfCHNO1OGY UORI ~REA: 516,02 MANAOE;l: R. ei nnr Srand Analysis for Operating Cs~lnfer mT~l BUOGii: r 20,000 S~AfEGIC O~EC;IVES: io provide an clfcctfve brand monitoring scfvlce, as required by Operating Companies , 02,001 Routf re brand monf:srf ng, method cross·checks and monitoring studier c~~~g development or modification of PrDC;le:r 02,002 Measurement of speeliic ehemlcsls carried out on request O n~ Ini~ a~m~l #xa C~ ~: as In ~I k cy~ ~ dPI :s ··I~ yr~ ClibPDF - v~~fastio.soni ~ECHIIOLC;~ i~aK ;aEl: ji6,03 IAAAGERS: Oelendson service Speci fi c i avesti Fati ons and servi ces to TOlb,L BUDGET: 120,000 Operating ~;lpanies provided by G133C Grou:j other t~~e the Product Applications Group STRATEGIC 3?JECilvES: To apply ~3~3C resources to specific non·rc3:ine investigations as required by Opera:ir,F Companies It is not possible to predict the variety of requests which may arise, Therefore, a nominal resource has been allocated and a hic:er demand will require a?prooriare resources from other bu;~?:rl prograrmes, Speei:ic'csst :entres will be opened as requests arise, as appropriate for recovery purposes, In 1984 i:'iestigations and services include"J advice on factory hygiene, maintaining a cross·chcck system wi:n OperatisEi Clapdnies on tobacco moir:lrelovel performance and devel~;~ent of software for a CC work Station, O IF!: Bn!ilh Zicrr;r:J Toh~o Ca I:J Dir ma: pa bc::;:rd w ~n I~ ul~u~ailrd yru'l. C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 TEC~~(OLOGY WORK A1U: 516,04 ~ANAGD: R, Binns Technical audit service TOTAL BUOGiT: [53,000 STRATEGIC OBJECTIVES: To ensure that laboratory services within Operating companies are to the standards repulrzd to support effectively relevant company operations. ~001 It was suggested at the Board visit in May that we should Instigate a regular laboratory audit system for overseas 53 laboratories, The cost of this exercise will be Ijj,000, Effort: ~33,000 Travel and expenses: 120,000 O lg~ Cli~ 4m~li:~n TofiJ1Ep Cs. Ltd. Thil ~u~ ool k sPpirC :! Ilm 10 ul~c3ori~d pranl. C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 II:'31PGY VC?K AAEI: 516,11 MA~GE~: T, Hi:tl TOT1L 8tOSil: !:j5,000 Pr:l~r: Ionouatlon I?;~5~ O~ECT~E~: I 13 2~11 C~~ b II d~~ lnd ~+O( IJa ri ~lioc~r;s~fcoo) 3-" cons~~r n~d arras pave betn fdentified a SE3~09 ~c~~re and la~l~~lon ~~~ K~T, 1 121 SellH, FELT) / ;g v,!, h ·~ ke 10~ C4 "b m~d Is ~~I hnrP nuanrl 84· UP~ Um'd drr I IS lower dcliver~ projcctl) ~,40 hdd nunn*e bd· lid2I:rean, not I~ it 127 ooour) ;·:s allocation will also cover: (li Bacl(ground studier on novel ideas or Mte~~s be:ore sl2cllte a~pllcattons to the above reeds are idcntl~Ed, ~1 Proferriooal upa~ing oo internal and exteroal res~~rm which may have prsduct applications~ ;:~l:isnaliy, thil ~dgct will clrcr pnagae~lld~~bn~n 50 cf t~e Prc~~ct ApplicatlonJ Group, b ~b bhl ~lr ~hclCe W nl cs ·I~ ord ·1C''eL~id p* ClibPDF - v~~fastio.soni ~r;dGla: R,P, ierri s Technical 5;13r:": c.v Psyenology TSikl ailDGE;: r182,000 Sia6;1GIC ~331:~:~fZ io provide t!:a·;:i~ ru~lo;: ~ ~s~~SoloFy, wb~C~I together with Marueting activities, ~::i:r:~enr :ae interface between 9,A,i, and;he consumer, ('(JOO) 1?,0o1 ~t~':;;:ul Research: ile;aring consumer requirements :3 1:! ::3CUCt, io uearr:and, influence End forecast attitudes to SE3k'lll to develop methods for consumer product test'~: of innovative products; and to develop new s~l~~nlation procedures which have specific ~?~i!:t:ions for modern :rEnd types, innovation and c:~nication. 54 !3,OC? Csr~~i:~~ions Research: Co~unicatinS product :e~t3rls:o the consumer. To pets;:e and c)timise c~~unica:isn of Srand image larar~:ers; to develop methods for cotclnicaling the feat~:r~ of innovative products; and to develop a at~icl::ilg for consumer product testing under alttr~t:ive tonrm~nicatiori techniques, 54 13,003 Fsydt:tysics: Relating objective features of the 7roc:::::3 subjective evaluation of the product, To de:e!op sensory ter.i~ni:~es for the ehdncterlsation of lelslJtive product features and to relate these predi::;vely to o~jectiuely measureable product ~~tasr:t:l, 14 External csntn::j (Co3suner agencies) 60 c. 15i: 511:IF '.Tr·:~n f051[:3 CS. !~1. t~L1 L'I: nYI h ~Opli: 01 lbBI ~ YBUVO11·.! P(IIOll· C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 TE[~:~L:;I YC~; Xa~d: 515.14 nE3r ~*ls;a~ inc ~dldPI RTK LI~: fla,ooo tra:.j:er Sr~~~fj~C 05:i:TIYES: ~ ~ral~e ~~ovn to give Operatin9 Companies ~~i~t ~~U:t ~d~lftEj?l in :?,eir ~riets, ~o ;·~ide ~;;s~ for pM~d in~ov~Mo~s uoder Ho~ arM '5,ii, AllOc~: 1050) Ex:~!~~cl ~nav~ ~il be fornulated and cv~uat~ to ~~ ld~~!i~ c" ~~ "dtg~~' arising either Irol Rer~~n or frc: ~Evour %:uscr, ihe ~sr~ Hjlj I~c~s on lrtaining ob;ectlvel set: i, By s;ecific coPpany needs I ~ Profeets in the 516,11 work area ~:: ,,,d ',s the lat:er, the ~R uy be to cnhana existing lo~j ;nd ou;lity oi flavour ~16~1.10~ snoking ~~~lun Inc Icl~Jci~o ~d 5~·U,300, oersonal re~sun~~ or:s offi~: n~gati~~ I:fcctl In achiering other objectives (5;t,!:,205, v~luP for on~ and 516,11,400, social re~rj~r~nce), 0· : g~ c:: ,!, Ilr TJhrnp CI W. t~ nva n k orY' ~l'·L~Bd yoa ClibPDF - v~~fastio.soni rioa0locv ~nK AREA: 516,21 MANAGER: R~ Sinns TOTAL BUDGET: E210,000 Support to Flavour njnufactlre STUTEGIC OBJECTIVES: in manufacture and supply flavourr in order to give Operating Compania disrid product advantages in the InartetS in which they o)ence. Flavours will be supplied, on request, at competitive prices C 19SJ Ol:~ilh k~lioa To~ao Ca U. Tail muY MI k m~d o~ lrP lp unJu~or~d Cnonl, C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 fEC~eOLOGr F~~K I:I;: 516,31 HANCSIE;I: T, aiFji Product deveiopr·: fur 3,A.i, iUK(E) TOTAL BCOSi;: r60,000 S;~~TEGIC O~JECT:?ES: To undertake pro~lt~ dlreloF:~n~ and relevant technical support services to neet B,A.T, (l'rGci !xiStis~ and projected company and consuner needs, bs uell as ~rcdu:: l!eveljpnel:, the prbgrarr;ne will include 6 monthly mar~el r~jerts, quarterly up·ddtes and quarterly physical testing, 31,005 Projer~ :~%![I · OIE: inclusion trials far fuli·il~vjll~ pr:~lcls 17 for low·:~; prncts 9 31.008 6 ~anthl: fiari~: re:s::s, quarterly updates and general telhnicr Su~13rt, g 31,320 Project l;rd · Os:i~iration of blend/cigarette design for '2 and 14 mg products 1 31.021 Project ~;3C~S - Development of luxury Length (100 n) fur flavour cigarette I 31,022 Project E::W · Por:-implementation evaluation 2 Contingency: say 3 new ~Fojcr,:5 during 1985 1'J 0 191: 3:;1:111 ~;::::~~:::~;;o C:. :::. Tbs mul nl be rPplrd w Ih~n to unnurl~ur!ld Ft:r~rJ, C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 TiCHI;I?LOGYk'G41 ~RU: 5!6,32 MRNAGER: R, Bi nns TOTAL BUOGET: r180,000 Brand Analysis for M: (UKEE) STRATEGIC OBJECTIVES: Te ~r.idl in pifitile arulltlr!i isvi:!:or BRT (OYLI) roaring jun and competition products. (rooo~ 32,001 Routine and oon·roltinl nasurz~entS on cigarette san~les arising fnn ;:dac~ dPv2l0lant, 32,002 Analysis on home n~ariczl prSdUC:I Of isportlnce for ) league tabia purposes ~nd for comparisons against analysis a; ine Labora:orj' of tne Govcmment Chemist, 32.003 Heaiuremes:r an expor: ~r:ndr, rllOwing for any special reSuiremeots arising f:sl the market. Monitoring for interaational bran~i. O IYJ: Bliilh hsr:lc~ Tub~i:u C~ L" P:r nua t:: k r~oiC JI Ihm Ibunntwild ~Mn~, C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 TECHB1cGY s;ORK r~Ed: 516.33 IHACEI: B~ Blnns Hatcriai :cr:inF for aAl (UKbE) TOTRL BUDS~: 152,100 STRAFSIt OSJEi:!YES: To prsvi:! a aa:lrialr and package testing service far a~T (UlbE), EC001 33,00! RoutrlP examination of paoers, tippings, plugurdp, ) filter materials, foil, box board and HrappinS film:nd package life studies. I i 52 33,002 lon·:~u:ine Hork according to t~e needs of 8111 (UK3rj in areas relating to mlc~ine running, adhesive performaoc!, packaging material chances and packaging performanct : 191l 3r.::rJ ~m~rinn Tub~c~o Cs 1J. ~hll sun rot Cr ropKd or dKlun lp u~aCo:iltl ~nor. C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 TECHNO1OGY WORK AREA: 516,34 ~~6~1: ~.J, Hardwick iechnical ~ver~g~~~l oo bch~~ TOT~IBU~6Ei: 1~000 o~lAT (UKIE) STRATEGIC OBJECTIYES: To undertake sneci:ic work on lachfnery and processes as requested and defined by UK~E, lii~l 34,007 Hdmbro fluid bed dryer and quall:y control fnvcstigationl, 5 O i n~ Idil Al~ Lhll Ct Ir Trl pit rr ~ r~i4 * Ibll I=abe=! CI*p· ClibPDF - v~~fastio.soni :tCHNOLOSY 1$3RK ARU: 51b,35 MANAGE$: R, Sinas ;nalytical support to BAT (UKSf)- Csrby TOQL BUOGE:: 110,000 STRATEGIC OBJECTIVES: ;: provide an efficient toblc:~ blor,~ analysis servile to BAT (~PE) - Csrb iiWC~flON I9iuEP1 'sasurement of nicotine and I~S3~5 On blends expanded at COR3Y for effective PlantlProcess a,~nitoring, O lsJ~ Bdlilh Amc!i;~n ~ob~Ko ir. Lr: 11 '~D o01 1( eo~i~d or l~nl to unnn~~d ;:RJn~. C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 :ECHE!"~! ~O~r d~EA: 516,45 El:REi7: M,J, Hardwic~ ESuipeea: and Process Evaluation TOCL 3UOGET: ~461,000 STRATEGIC ~jJECTIVES ;o un~~rtt;s specific process and eeuipmcnt Cevslolnnelts nd evaluations, ioclu:inS:~e manufacture of cigarettes from proc~ssw nl:trials, IO# j E000) :5,000 General preparatory work:~lannlng (unallocated) Evaluation of fli~id·bed df~er Bo Support to exploitation of OIET Sy Production Services 60 / :I.OLi ;Illll!ldlPlmnlY rtLI 105 Evaluation of shredded lalinalsmatl strips Q5 Jj~01? ;,P, loss in making Mchine (previously FACGSil 22 jj~gij Machinery evaluation samples (includes $16,;5,1!j from previous year) 60 :5,016 Freezclsteam expansion (previously part of 416,:5,010) 16 :5,0!1 Support to stews filter B J·5,0!3 Support to secondary automation (~reviously 415,31) 20 J5,01? Contingency for further developlnents 50 i i I : IsEl eali Immrpn Tubr:u Co. L~I1. f~l~ arll not be rJpird i:!!ol':J un.::rrisd ~mnnl O C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 TECHEIOLCGY ~salc~~~: 516,51 HA~GEB: R, Bi nns Material ies:ioe for hre~ar;ng OPpart~ent TOTAL 9UOGET: 188,000 Si;lATEGIC O!jEC:ilii: To provide a seria:i testing service fer Pur:hning Depar:ment. ii~:I (E000! 61,00! To exa;fne a :anSe of materials on behalf of P~retasiog ae~draenr and Jo ensure that materials i for deliver:: to Operating Companies meet BAT sseciiiatisns 61400t To pnclrtcie any nsn-routina testing as requested 1 61,003 ;p a'~:ain a cnss·chel~ systeP Hith BATlr principal Ci~Eree:2 paper suppliers O i"': 9:i:u1 b~r::~~ i;!?::? Ca L1. Dir nun mt bc eppud # !houn w urrlloi~cd~emcnl, C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 21SI I CT L *,~. ClibPDF - v~~fastio.soni 3 O O h) 0 IU C~l Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 NEW BRANDIPRODUCT BRIEF SETTING A DISCUSSION PAPER &tJ~(UIland~port) Limited C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 ;~I NE;; SII~NO/PSCOUGI BRIEF SETTING PROCEOURE inis document r~uiews current new product brief setting procedures in the a:.T Group and d~j~uss2s modifications and extensions which m~v Se worth csasi~entisn in the ii~nt of present experience, 3XaTRC\UNII In it; most C3nZ;!t2 ion, the new product development brief is a key destninan: of SECC?Sj or failure in the high volume fast merits consumer goccj industry, dealing as it does with reducing the overall ]robability of failure of a new ~oduc: in the marketplace. ihe odds of iai::te in t~da~s marketplace are very high, As a generalisation, on average nine out Of 5n new products fail in the market, incurring If~niiicanr development cost losses, The financial bottom li:,e ;ustifying efforts to inpr:ve the brief setting process lies in producing a more favourable aew:rsduc: succ!ss/failure ratio, ihe ne;J product development brief also happens to be an aspect of Operating Cam??ny functioning which is most dependant on the qualit:, of interfaces between functions within the company, The bigger the company, the more likely it is that functional subdivisions wilt be present and characterised by di iieri n; perspectives on the devet opment process, The new product development process in large Operating Companies it most typically vulnerable :3:at tendency for separable R&O and Marketing cultures to evolve, eacn based on rather different conceptual and even linguistic traditions~ fhe existence of a Marketing/R&O interface demands that particular attention be paid to ensuring minimal loss or distortion of information in negotiating the transition from the basic procxt brief tan ~~3 prime responsibility) to the overall brand brief (a ~ark~ting pri;i resp:lsijiliiy oi which the product brief is a key com:tnent). Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -2· To clarify :ne reladonshij ~eti~e!n Frscucr and brand brief land hence often the rolationrnip bere!n ~~O and I~ar~etiog rerponsibilitiesl certain fundamental paints dlply: (a) Tie 'pr3dac:' refers to the jlsic cigarette in the absence of any :rande~ context, The 'Sranc' refers to the entire cigarets :roper~ ancom~assrC by basic product, brand nar identiiiati6n, ~~citagioJ and pr3;ncti~n, (b) ;at product brief is last Is;a~l~ derived from a thorough going ::nsider?:ion of tt2 brand j:rat~p (i,e. the specific market :sritioning in;zntipns for i?t new propertyi, the product :rief mcr: usually arises ilen as a cooseguence of 'mlrlcer ?Uill, in less frequent circumstances the product brief can Ctvelop dvtononourl! and Ilbcluently prompt the ionulation of a brand brief, this uculd be a 'technology push' situation roost ypieal of Innovative product develo~ments~ :he most common ex:trienec therefore is that a market gap is somehow defined and a brand strategy formulated to fill it, lithin Which there would be a suitably compatible product brief, :t is far less common and indeed the industry is generally less confident with ;he notion of generating innovative new products and subsecu2ntly defining a larket gal for them~ (cl since in realitr t~2 indus:~ sells brands and not simply ~toducsr, it uould se mos: useful to acknowledge that reference to product development brief; is misleading except in the csn~e~t o: miner alterations to the product component of an enistlno brand, or ~eve~ol:tn: of fre~·ltanding product innovations, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·3· THE IMPAC; CF ORC~S:~%:~N STRUCTURE ON ~iiE Ba!E: The most t]lpical negotiation of the R~O/Marketing interface is by conaittn, usually tared the ,roC;:ct or Brand Oevelopment Committee and mu~ti· disciplinary in na:~n. Sometimes the product development component of the brand developce?: r!t~eesj is separated out as a specialist qroup~ ft is generally desitll;9, however, to keep the Iroduc: development process as closely identified as possible with the guiding brand development strategy, ensuring tte higher: possible consonance between product, branding ~a:~rial I~d target consumers. In practice, this -e~r;s 1 conscious effort to increase involvement of product developers in brand development thinking and a corresponding effort to increase :"a detail Of the product specification wi~in brand development thinking in order to give the product designer mote to Work Wi th, The cormnit;ee io~:srins the most practicable way of bringing together the RbD/~ari~tin~ interface (along with the alternative organisational form of setting If;ll;idisci?tinary project teuns to pursue specific devel aptnea:s i, Hckever, the csnmni ttee and team approaches an ul timately limited in that t~r~ bring disciplines together but rarely crosj·breed the~~ To achieve in product developers an in-depth appreciation of brand development and e:evlrscij to achieve in the brand developer a fun understanding oT:~~ contribution of product to brand requires :te fostering of a generation of hybrid professionals with degrees of experience and mastery in both product and brand develapment~ In practice, this means a conscious :oiit~ to seed R60 With Marketing professionals and vica·versa, i~e~ll~ ~~iin3 significant experience in product development an accepted part e: de n;arke:ing planner's career development and sinilarly Inaiin~ sini~iclnt Il)erience in the brand planninl: arrl a necessary e;aen:;: 5t aaa product developers career profile. Currently Q this hybridisatiaf; :c:::rs to a limited extent in the form of short secondments ?13 F~~:Jtl: tt~~sfers rather than being an acc~rtt~ aspect I~J of career :l!·ni~~. Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ____ iHi !ZPACT CF ORGdNISA;~Oa LIIE:C~E "I :PE 31111' Professional boundaries are undtr:icnt: t.y differing conceptual and linguistic perspectives an the ~ori?. :aera differences are perhaps most ciear;y reflected in the reiadcnrfi: ]e:n~,!n in·noure sensory panel tli:tlg and external consumer Fr:Cc::!l:i~F. In the traditional scenario of ~roduef testing, in·huse 'a:cr:' ane! tasting is bpicaliy a product development tes~dnsibitity and j! r::r of panels is to provide specific product sensory perfenncnce fe!:l!ii:, pradilc: designers. consumer product testing, on the other i~a~l,;s i ~ar$:ing responsibilitll and has the role of separately ev~luati~l (~ ~liad testing) the product eomeanent oi consumer brand peree)tionlarc:lrr·lcz~ : ~ey Ftobla in attqtin~ to relate in·hausa sensory :eedbalr;n :~~:raduc: to external conri~ner sensory fe!?back is that tie e!i~renn; tools used have gcnonily Evolved in diiferine cultures and, thereijrl, use differing attribute vocabularies and analytical approaches. ihr os:;:~e of this vocabulary gap is that it becomes difficult to relate in:e~:e: xd external sensory findings, Clnieguenit~ the product conpcr.elt :: I new brand brief, where specified in lenlorp terms at all, user a ICal:ry vocabulary which is not compatible kit~ the sensory vocabulary whl:* a :r:dlct developer is reliant upon, It ii fundamental to imProvini:::.l ;i: Street product and brand brief tad: internal and external pr:C";: )~!ill:idn vocabularies ate established on a common base, Uithou: sur: ~~ a::roach i: is impossible to specify desired product sensory a~trf~~:lr ki:nia the brand brief in such a way that prodsc! developers can vaiira:e :bz result of their efforts against a concrete pre·agleed panel tei: c:i:!r:cn. Ii the brand brief is not as specific as possible regarding Itr'r!i attributes and approximate levels of magnitude thereof, ed fur:e-r·!, ii the attributes used in the brief are derived from canrul~r :r:C.;::Ss: vocabulary which happens to be different from in-house :Ej:ili' ~::1111a7, then it is never possible to determine whether product t:vrl~:irr met their brief land thus never C. ~orrible t accurately evaioa:e :.! ·!l!:'v: i~n;ributiani Of plldult and ··'· i.::'rs Cr failure), ~1 m~rCetina variables t3 the br!l.: Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 CO~rTIE~ LANG;lA6E, COMPEiltOR INTiilfGi~tE slsO MARKE; ~dPPING Apart from using a common vocabulary for internal and external sensory tasting i: is necessary to support the brief setting team's abiiityt3 produce a highly specified, sensory attribute based product brief in 50 ways: i) To ensure that all members of the c~mn~i'cta~ are conversant with the meanings of the sensory attributes used commonly in e;lttrnal and internal tasting and that this appreciation e~t~~cs to an understanding of the relative magnitude levels it is possible to encounter within such attri~oi~s~ ii) ;o ensure that the committee is i nisrmed wit,i the best avail abl e ;liara~terisation of the sensory product space which tr,eir market describes i,e, that the relative sensory profiles of all signf ficant brands in the market an known and mapped out against the standard sensory attributes used in brief setting, (mapling representation of sensory data is now commonplace in the form of DELTA and NIlf type methodologies and, in the case of 'locked' subjective and physical data maps, SHIP). This latter operation of 'putting a map on the wall of the war room' is inereasiafi~ key to the success of new brand development in highly competitive a~d crowded marketplaces, since it facilitates (a) definition of potential market gaps in product teres and (b) since the map is statistically constructed from hard Sensory data on own and competition brands, any identified gap in the map space can be defined in terms of co· ordinates and a desired sensory profile can tsen be derived frPa these eo· ordinater~ This derived sensory profile can then be used as a highly specified sensory brief for product developer;, Tht procaj oi 3r0dUCt brief settino tten bec:iles a fiv: rraFe i:jg; 5? Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·6· PRODUCE d SE!IS~a~ n~P OF THE MAAKEi (IHROUG~ t:!IS~El TESilHG) IOE#TIF? OiS!R~II P11O0UCi POSITIONING ilii;c!s;~E IIXP S7dCi (iN TE:US OF 'M7' IOENTIFICQION AIO iaE USI C; ~ 7SFIIEICZ YECTCRI USE TEt i3-3RO!NAFS OF THESE OES!ilE3 P'JSITIU~!II TO !1E!I:IFY t:iE SENSOR" 1SCF!LE ~ESESSdRY TO Hi'l T30Si POSriitsS USE IEL DERIVED SENSORY P4OFrLE AS A CONCRETE 3E7Xi!EO PRODUCT Oi~ELC:UilT BRIIZ USi INOUSE P1I1S FOR THE PSOOLI:i OE!iE1OPTfi iS EHSURE THE Fii OF ~IS PROD!'CT DESIGN TO THE ORIE' XIID FIII~ILY VALIDATE 8Y FI~:YG AWI!4; IHE SEISORY MAP OF IHE ni4KiT In this approach :~e product brief is fully rpeci:ied by sensory attributer which themselves can be measured internally and externally and related to a strategic map si relative product ~orition~ng in the nartet?iacn. The influence oi branding variables on top of th's basi: product approach can also be iden:iiied for the use of the committee by Edol~ing the same market mapping t~:hod~lok to a further consumer trial in which the same own and competit;r produCj are evaluated in full brandJ~ ian~ Compeison of blild and branded mapping exercises will allow a clear S~ derivation of t~e impact:h~t branding variables have had in a~taring C baric ptr:lp(ic.i of ,m(rt: I1Pne. R This approach i::be new brand development process is 5eid on tie following s~mm~r~ points: CE] Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ____1~1 -7- 1. Oaveloping a more organic Interface between 810 inC ~lr~efing functions, es:?btlrhed through adopting hybrid c!c~?r !ibnning~ 2~ lying the pr~C~ct development brief more closely ii :::he overall brand dcvcloFmcnt brief by adopting a u~l~~ri!; attribute vocabulary acr:ss ia·house End consumer probsc~ :!l::~:~eCs~ 3~ ~aking pr3duc: briefs more explicit in terms of I:::l~~t~s and sensory magni:~de levels, to the extent the; Ftc~~~::~v~lopers have a clearly specified and agreed criterion for j~c:~ss/:ailure~ 4, !ncre~sing t~~ amount of competitive product in:2l;i;3:ce available to ;:e brand development group, ideally ~~ a c3ntextllal or mapping basis. Implicit in this discussion is the view that getting the f;r; :';he new brand development brief right has a great deal more to do ui:~ !r~~nilatf6n Itrueture, systems of product evaluation and competitive F::i~:: intelligence than it does with producing a well designed form for a co~ir:t? to fill In. In the absence of d~~ler functional changes at the ~JC!~~ti~tlng interface the new ~ranb~roduct brief never amounts to ~uc::::~r than a policing system used to arbitrate disputes over project de'fa~~;n and at best, a progress record. Paradoxically, getting the b~s;:~::' a brief probably has a lot more :o do with what is put in place a::~~~ ::, than its fonal structure per se. SEMEHTI~G FOR ~HE TARCLT CONSUMER A further key aspect of new brand development briefing lier in s;tcificatlon of the target consumer. fhe degree of sophistication use~ in c: ns;lmer specification will be a central determinant of brand s~e~!r~:f!liur! and b yet the target consumer in tobacco industry briefs Is ~ltiy c!racterised much beyond basic socicdemographics and usual brand/d~iv~r~ I?~t; smoked. N ClibPDF - v~~fastio.soni -8· The use of usual brmd I~oi~ed I? the ~!tgot morungr as 1 cr:trrion :ir;:t for new pt~duct development is unsatir:actory, since i: leads inevitably to 'le-too' propositions tathet than 'bcttar·thanl propositioos· Far tch I?arl~oro as a new product brief is example, the value of aiming to ma strictly limited unless we have confidence that the brand i iverll to :2 put crounC ::ir new !r.oduc: wiil be s~se~ow superior:o kri~oro imaF2"1· The realistically competitive aPP,oa;~ Ilat Se to determine through researching ~atlbcn smokers (erpecidlly suiicherr) those asects of ·fe product sensory profile which are seen by the consumer as requiring imptavaef;:· This diagnostic information can then be uJe~ t~ direct 1 'betttr t~~n' product brief. ~i;en are several new genera:isn mar~l: research teehoiCer which allow a much tighter specification of the targe'. Consumer in terms di produc: ex~ec:atlans and desires: 1, ~Zr,YENiES SENSORY BAPPIHG within the aforementioned mapping Ilpnar~er i: iiporlible ial the airulation af aleglatr rmole size) to extract discrete pre·dtfined consumer s~~nentr from the aain popuiarion rnp de'.' and produce legnant ~aps vhi:h ~My :hen he FonPred aFainrt the total population I1I to indicate the way in which sensory product perce?tion s are modified by variables associated with particular segment RlesberShiP· Researches in this area con~in that delivery level of own arand, ;snl;re uiti own brmd and r;~bili~y vithil deliver? Land ior Exayle, are ail associated with Widely di:i~ring conr~met perceptions of the sensory Fuaiities of products~ Without an understanding of these sources of variance in product perc!)tion, it is very difficult to p''dict the product specification which will aopeal to particular c3nsuners ience)t by crude bpPoximation and wpiricisl). O Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·9- 2~ P~I: HOC .cI;4E!liBiiOll OF SE!ISORY DA;d an ai:~mativ~ strategy Tir sslmec:3tion is to avoid the usa of prt·~e:inec consumer s2lents and simply to collect sensory data on a standard set cT:rod~c:j frcm a large population of consumers, statistical analysis is then applied to the sensor:, serring be;!Eviour of tn~ cansss·s (nonnally cluster analysis) in an attempt to la:~r~t~ eat groups or segments of consumers df stin~uishe~ by snared sensory scoring behaviours in reaction to t$e product; evt;~cte"~ Once the seomentation has been achieve? aoainst t~E c:it~·i;n of sensory perception behaviour, the segments are seareci? far the existence of other c:rmcn fe?~~ns e,g, s;~iotaccriphics, delivery level smoked, own brand usage ea~ ;~lls a descriptive secmentation is assembled retrcr:ectively from a priJ~r~ ~ei~aviounl clustering, 3, ;E:~TS~CI ~~?~~G the joint spae! map is a very eewerful ~::r3~eh:: new product identification since ii combines sensory 61:I with a preference testing approach. X typical strategy kCC1t invc'~t:ro distinct phases, First, market segments are certlsped;n the basis of brand preferences (predic:J relative rtic~eney :i brand purchase)~ Second, geometric terfesentation oithe ~rlc~s is developed by a discriminant analysts derived fr:a judct~ levels of each brand's attribut~s~ These data can :~sr, Se s~ljectell to a joint space map program (PAE~dP being Ftr~~?s tst most appropriate), In analytical tars, the data :ta: goes into PXEr~P gives consumer j