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    B A T'. B.A.T (U.K. AND EXPORT) LIMITED
    MEMO
    To D. J. Aitken
    C.C. D. R. J. B. Sims
    From Robert, H. GaIgut
    Date 26th March, 1994
    NIARKETTNG rDEA GENERATION.
    We held a formal session on this during our last Team Meeting. I enclose the "ideas"
    that were -
    generated. Not surprisingly they were somewhat parochial to the Arabia
    area and cur marketing needs. However, I would encourage you to table these at your
    next MIG session in Millbank since clearly a number of the ideas can cross regions.
    The sessicn was very participative and enjoyed by all, such that it continued infon-nally
    in the pu'~ that evening. (The last idea, perhaps one of the best - albeit a flippant
    example - was generated over a few pints). I will ensure that MIG sessions become a
    standard agenda item at our future meetings, and look forward to sending in hinher
    ideas over time.
    Any feed--ack from the MIG team in Millbank would be received with interest.
    Best reg=is,
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    BATCo document for Legal Services : Health Canada 20 October 1999

    




    WARKE-ITNG TDEA GENERATION'
    A sumnrnary of ideas put forward at a 'Marketing Idea Generation' team session held
    durirg an.Axabia Area Meeting in Dubai on February 22/23 1994.
    1) a) Advertise on airline boarding passes.
    b) Possible link to Project "First Strike." If this advertising was on flights-
    originating from the Sub-continent, consumers could redeem the pass
    for product and/or gifts at appointed retail outlets.
    2) a) Produce bigger open/close signs not confirming to industry norm. (i.e.
    in order to create impact and block rest of door to competitors.)
    b) Later it was suggested that design reflect brand personality (i.e. round
    for JPGQ and new materials (viz transparent perspex) can also be
    introduced.
    3) Use of solace displays with dynamic design on an ad hoc basis in prestige
    a=unts.
    4) More deliberate and creative use of heritage dates or associations given that
    many of BAT brands are very established and have excellent heritage.
    5) A branded stock carrying device to transport stock from sales or delivery vans
    to point of sale.
    6) A revival of an old theme - in pack coflection cards. e.g. Use for PGL
    featuring "Famous Players". (This could be the "Big Idea" required to add
    N-alue in a restricted marketing environment.)
    7) T'he introduction of the Barclay. Direct idea as an EEV or marketing tool in
    Saudi Arabia to circumvent communication restrictions.
    8) The development of a thematic polyprop wrap for packs.
    9) 11he creation of a mobile cinema to take to residential areas with a high
    concentration of target consumers (Sub-continentals). The cinema would
    cDnsist of a giant TV screen in the back of a sales van. A variety of pre-
    se!ected programmes or specific events or other popular feature films could be
    shown.
    10) E-ther in conjunction with idea (9) or distributed via video shops, provide a
    type of Pathe News style video on the lines of project Caxton with similar
    editorial content. CD
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    Cont 4~:-
    -ph,
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    BATCo document for Legal Services : Health Canada 20 October 1999

    




    11) Im-.--3ve the date coding print appearing on Southampton produced product to
    the same standard as the BAT Benelux print on their product.
    12) DL-. ef op and use a display record card system for the sales teams.
    13) For :aunch purposes only use a double pack (2 for the price of 1) offer 'kith a
    pre--'esigned promotional box. This would prom~ise to refund the money if
    the 4-zecond pack was returne A- as . a .. resu It. of t . h . e . consumer not enjoying taste of
    firs-, -jack.
    14) Crm-:e a video linked product redemption scheme through video shops
    wh,nby the consumer redeems free product or gifts for viewing a =-tain
    number of videos every month that carry BAT brand advertising. The
    cor,F,imer would have a record card with the video shop and also bring a pre-
    se, -umber of pack tops/carton ends to redeem his prize.
    15) Use an on shelf computer next. to product to give product/promo6onal
    inf~-.-.nation.
    16) De,;tiop an American Express style'introduce a friend'smoker scheme.
    17) In=duce thematic cases.
    18) A-, iee via travel agents (starting with our agent Kanoo who have a very weu
    est---'afished travel business) to sample international travellers who book a
    sincking seat using a specially developed sample kit to be sent out wWn the
    tich!:.
    19) Dev-Jop more dynamic packaging embracing:
    - size
    - design
    - seasonality
    - musical devices
    20) a) Develop a promotion enabling consumers to be sat in an expensive car
    in a glamorous setting and have their photos taken. (Could be appfied
    to boats - PGL again)-
    b) possible link up with Polaroid or Kodak? (vizjoint promotion).
    21) BLEd on PGL post box theme by developing PGL mail sets.
    Cont/ U,
    4:1.
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    BATCo document for Legal Services: Health Canada 20 October 1999

    




    22) Sponsor--hip Ideas for PGL--
    (a) a dh:w race (viz Indian Ocean Challenge).
    (b) a cre--k powerboat race in the UAE-
    (c) a yal-,t or line honours in the Whitbread Round the World yacht race-
    23) Brand L:,- with flags and bunting, all of/some of the cross creek ferries (abras).
    24) Sponsor he London Philarmonic Orchestra to play "The Planet Suite" on a 5
    sponsortd tour of the Far East.
    25) Use pa& tear-tape for added value messages - e.g. for B&W,brands state:
    "Now Under New Management!" (This may help to restore consumer
    confiderre in these brands  )
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    BATCo document for Legal Services : Health Canada 20 October 1999