To: Mr. R.J. Pritchard
cc: Mr. M.F. Broughtom
Mr. B.D. Bromley
Mr. U. Herter
Marketing Seminar
Following our discussion at Sandwich last week, I an writing to
confirm what we agreed regarding the marketing seminar which you have said
you will Organist.
1. The purpose of the seminar will be to provide an opportunity for
selected general managers from the Tobacco businesses to exchange
views and Improve their understanding of some of the key marketing
issues determining the future success of B.A.T. Industries in the
Tobacco market.
2. The seminar will be held in the U.S.A. from November 25th to 28th
1991, probably in Dallas.
3. Subjects to be covered in the mainar are:-
Excise structures (session to be prepared by Mr. Herter)
- Case studies followed by cam work to devise solutions to the
EEC problem.
b) Distx-lbutioulTzads I&Iatiamehips (session to be prepared by
Mr. Pritchard). The role of the field force, motivation of
agents, agency agreement ate.
c) Brand Goodwill (Mr. WilmAt Tennyson to be invited to speak an
Canadian experience.) (Mr. Bromley to prepare -session an the
valuation of goodwill and B.A.T. experience in allowing goodwill
to SO to veate.)
d) Cost-*ffactivemass of *rrmotlea (Nr. Pritchard to investigate
the possibility of an maker, who may be from a business
school. to talk an the relevant academic research and on
zparience of other consumer companies such as Coca Cola, Unilever
etc.) Other subjects suggested for discussion under this heading
were the total spend on promotion In relation to profits, the
relation between levels of support and mrket shares (possibly
illustrated by a cam study on Kool) and the influence of quality
and price on the Image of the product.
It was also suggested that saw tire might be spent on competitor
analysis.
S. On the final afternoon of the seminar there should be an opportunity
for the peopLe at the meting to raise questions and discuss marketing
issues with a panel including the Chairsea, Mr. Bromley, Mr. Pritchard
and Mr. Sorter.
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6 A first provisional list of the people likely to be invited to attend
the seminar (who should be senior managers with the potential for
further development) is as follows:-
a) 3 i W: Sandefur, Uhitchair, Schoenbachler, Fitzmaurice
b) Souza Crux: Castro, Andrade
c) Imperial: Brown, 1Ae
d) UTCF: Schweitzer, Tomat
a) BATCo: Brookes, Haul, 'Watterton, Ross, Miller, Grant.
Tandrup, Frairs, Viner, 'Wormser, Arnold, Stephenson,
Edmunds, lose, Chukh, Borlox, Stuart, McDowell,
Matmaros, Ingham.
7. Mr. Eckmaun will be made responsible for the detailed arrangements for
the seminar and will attend the 27th February meeting of the Tob cco
Strategy Review Tom when the seminar will be discussed.
8. A copy of the note which has been circulated to the remaining members
of the Tobacco Strategy Review Tom is attached.
P. Sh"hy
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BAT Industries document for Province of British Columbia 22 April 1999