Tobacco Marketing Directors' Seminar
Following the discussions at the Tobacco Strategy 1eview Team meetings in
September and November, 91= a
seminar early in the New Year for the Marketing Directors from the Group's
principal Tobacco businesses.
As agreed, the purpose of the sminar will be for the top marketing people
in the Group to share experience and to discuss key issues a" techniques
relating to the marketing of cigarettes. It "=O-d- that
the seminar should concentrate on practical aspects of marketing and should
not be concerned with overall marketing or brand strategy, which will be
discussed by the Tobacco Strategy Review Team itself.
I would eggs numbers attandl- th- ted
@to 5 or 10 of the
Toba atergy Review uld attaud,--@
k.-, 6...- so
Issues that 11 oubd pun-we nuaft be wage apprevz*Neo for discussion at the
seminar are as foll*ws:-
1. Excise Structures - what key features should be aimed for.
2. Distribution/Trade lalationships - how to optinise.
3. Brand Goodv:Lll -
a) Raw can brand Imagas be usintalnedlenhanced.
b) What determines whither a dox-ant brand can be revived.
4. Bow can promotion be am* most cost-effective -
a) lelative effectivem$ of different vanilla of CM001catin.
b) Sponsorship.
c) Point of Sale.
d) Promotion through other products.
C)
a) Pros@otion in in"ruational mWia.
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BAT Industries document for Province of British Columbia 22 April 1999

5. lmplimatio@of Advertising Restrictions and techniques for responding
to these.
6. Relationships between levels of support and market shares -
a) For established brands.
b) For declining brands.
c) For new launches.
7. Forecasting, Product Testing and Market Tracking techniques.
8. Training and Development of Marketing Staff -
a) Adequacy of internal training.
b) Value of external courses.
JL 6. ,A L---6- A-L Cur..-
Ilth December 1990.
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BAT Industries document for Province of British Columbia 22 April 1999