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BAT Industries document for Province of British
Columbia 23 April 1999


1
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M- T industries document for Province of British
Columbia 23 April V*PP,


Millbank's third Brand
Development course
4 L
The third in the series of Nillbank-run Brand
Development
Cour ses as b~ ld in February at the Great Fosters
Hotel at
rgha r. near London. A uniquely attractive venue,
this hotel
provided comfortable modern conference facilities
in one
separate wing, but with a charminq 16th century
main building
where delegates dined and were able to relax.
Sixteen Manaclers with Brand Management
responsibilities from
no less than fourteen different markets attended
and
underwent a programme that took them through all
the stages
of brand ~ievelopment, whether for a new brand or
fo r the
development of an existing brand. This included
sessions on
the use of information, concept oeneration,
product design,
name and pack selection, communication strategies,
and launch
planning; plus the consumer research and the
controls
necessary tbroughout any brand development
project.
Speakers were from B.A.T. Germany, the U.N.,
International
Brand Hanageinent, and t)ie final Case Study
exercise was
prepared anc3 presented by B.A.T (Suisse). In
addition there
were outside speakers from a Few Product
Development Agency -
Presight, and advertising and research aqencies.
C)
BAT Industries document for Province of British
Columbia 23 April 1999
Auqustine Tan Liat presenting tne launch of
FMRITAGE in Malaysia.


Javier Area- George Akib-Betts-
ikiiii
1,"1,all,h.,d,,Manu*l villamayor oiving,
r. ,at i -I.Prent. of CONSUL in % .... I..
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IVAN Go NZALEZ ti4t,
thIle
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BAT Industries document for Province of British
Columbia 23 April 1999
G:,r,d.Y,V nbera (oue.t speaker) from WT
G y prez.---nq the launch of KIM in


An aspect of the course which delegates
particularly enjoyed
and found most useful was the opportunity to
listen to six
different case )iistories, presented durinq the
second week of
the course by delec-ates themselves.
Of the different Marketinq Training programmes
that are
available, Dick Jones feels that this is probably
the one
which is most closely job-related and which, apart
from
offering the Brand Man&qers themselves the
opportunity to
improve t1heir skills and knowledge, almost
certainly
contributes in the relatively short-term to a
higher success
rate with new brand launches, and a better
performance of
existing brands, as a consequence of Managers
responsible for
these brands putting into practice some of the
ideas and
disciplines they learn on this course.
Delegates who attended the course were:-
Oscar Ivanissevich, Arqentina. Jim Brennan,
Australia.
Ivan Gonzalez, Chile. Oky Arguello, Guatemala.
Antony
Leung, Hong Kong. Augustine Liat, Malaysia.
Pennington
Kalua, Malawi. ike EY,,eag,ali, Nigeria. Javier
Arce, Panama.
Ravi Appadurai, Sri LanKa. reorqe Alibo-Setts,
Sierra Leone.
Daniele Michel, Switzerland. Benjamin Kemball,
Venezuela.
Manuel Villamayor, Venezuela. Russell Clemence,
BATUKE.
Paul Matthews, SATUKE. Ohserver: Andrew
Georc7e-Perutz.
0
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BAT Industries document for Province of British
Columbia 23 April 1999
Antony -ng. Jim Brennan.
Paul Mattliew.. Daniele Michel.


4
The launch of PLAZA in Brazil-
Souz Cruz responds to a sudden
reversal of market trends
The Brazilian market (as at July 1981)
The Brazilian market is characterized by its size
- about
11-000 7illion per month - and its dominance by
BAT
subsidiary Souza Cruz, which liolds about BO% of
the market.
It is largely homogeneous - all cigarettes being
of domestic
manufacture and using effectively only Brazilian
leaf. All
cigarettes are sold in 20's packings, by law, and
althouqh
there are currently 114 brands on the market, the
4 biggest
brands (all from Souza Cruz) hold over 69% of the
market.
One unusual feature is the wide range of prices.
The most
expensive cigarettes on the market cost CR$ 340-00
(84p)
while the cheapest cost CR$ 105-00 (26p) per pack.
Prices
are arranged in 11 'categories' named
alphabetically A
(cheapest) to K (dearest). The average price is
about 50p
per pack, and the market leader is HOLLYWOOD at
55p (category
H), with 29% of the market.
Souza Cruz's main competitors are R.J. Reynolds,
Philip
Morris, and a small group of Brazilian companies.
The problem
During the 1970's, the Brazilian market had
enjoyed steady
growth, averaging 7% p.a. This was largely because
the
prices for cigarettes had remained fairly static.
Besides volume growth, the market showed healthy
signs of
uptrading the mix improved on average 1% p.a.
In 1976 Philip Morris launched GALAXY KS in the
low tar
segment, with advertising comparing its deliveries
with those
of the established Souza Cruz brands.
This appeared as a major threat to Souza Cruz's
market share
as GALAXY, in category I, seemed ideally placed to
benefit
from (a) a trend to white tip, lower delivery
brands and (b)
the trend to up trading.
Souza Cruz responded with a series of counter
launches:-
LUIZ XV (1977), ADVANCE (1979), CARLTON LIGHTS
(1980),
COLUMBIA (1981) and MINISTER LIGHTS (1981).
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BAT Industries document for Province of British
Columbia 23 April 1999


5
Suddenly, in July 1981, the simultaneous effects
of real
cigarette price increases, rising inflation, and a
worsenina
economic situation be~,an to reverse existing
market trends,
and downtradina began, accompanied k-y volume
losses.
.-uza Cruz had beciur, 1981 with the assumption of
continued
I
low real prices, which bad an effect of reducinq
profitability on cheaper brands to almost zero.
Rising real
prices invalidated this assumption. Whereas Souza
Cruz had
ceased to advertise its cheap brands and
concentrated all
efforts on future arowth segments, competition was
now well
placed in lower categories to benefit from
downtrading.
Specific problems and opportunities
Althoug~i Souza Cruz 'had a fairly monolithic 80%
of the market
nationally, it had specific weaknesses. For
example in the
Southern State of Rio Grande do Sul (8% of
national sales),
Souza Cruz 'had in July 1981 only about 52% market
share.
Also, in low price categories Souza Cruz was weak.
Further,
Souza Cruz 'had no mild brand beneath price
category I (well
above average price).
These weaknesses -ere being exploited by two
competitive
brands; PM's MONTEREY (3.2% market share, + 8%
growth) and
RJR's VILA RICA (2.3% market share, no growth).
Both these
brands were in category E, were perceived by
consumers as
mild, and had strenotb in the South (where t1hey
'held 15*,;
share). P-otl, used TV advertising.
Additionally. they showed success in attacking
sophisticated
and trend setting urban areas, outside t~e
traditional
stronahold of the competition in the South.
Brand switching data showed that both brands were
taking
smokers from liOLLYWOOD, and indeed takina more
smokers than
any other brand.
Souza Cruz's counter attack
Souza Cruz decided to counter launch into this
sector. The
planned counter-attack product was to be mild
(perceivedly
milder than MONTEREY and VILA RICA), with a white
tip, in the
same price category (E), and with a 100mm version
in category
G (as with competition).
The target consumers (broadly identical with the
profile of
the competitive brands) were of both sexes, urban
dwellers,
in the medium-to-low socio-economic class and over
25 years
old. Typically they would be office workers or
shop
assistants, and would consequently be in day to
day contact
with people higher up the social/economic scale.
So status -
in dress and so on - was important to them, though
constrained by economic considerations.
_D
BAT IndustrieS document for Province of BritiSh
COlurnbia 23 April 1999


The brand name chosen - PLAZA EXTRA SUAVE
The Souza Cruz marketing team had initially chosen
CAPRI, a
Souza Cruz traditional brand name as the preferred
contender.
Research however, had indicated that this brand
'residual '
was of a short, strong cigarette. PLAZA was chosen
instead,
and the 'Extra, Suave' on~ey-l the ~ilri-
;-,spect.
Product
It was decided to develop 2 versions:- a KS in
category E and
a 100mm version in category G.
This followed competition, but the extra touch was
that the
100mm was 'slims'. This was perceived as a value
for money
innovation since all 'slims' brands up to this
point had been
in a very high price category. The idea was to
reinforce the
elements of elegance, luxury in the brand
positioning.
In terms of blend, the cigarette would be milder
than
competition.
Pack
Label design would be a decisive element in the
product's
performance, as the pack would function as an
'indicator of
status' for the lower social economic classes -
PLAZA would
have to have a label seen as traditional but at
the same tirne
distinctive and with status.
Heraldic symbols and wording are considered
important by the
target group, and so pack design majored upon the
crest,
using 4 colours to give greater richness than
competition
packs.
Communication
A brand that was patently a 'downtrader' had to
treat the
questions of social class and value for oney
extremely
delicately.
It was decided to advertise the brand without any
consumer
imagery at all. The whole campaign was product
based,
concentrating on label and product (white filter).
The pack
and cigarettes were the central, and indeed the
only subject
of films. Thus the campaign transmitted the
essential
product characteristics of mildness and elegance,
while
avoiding any overt status symbols. The slims
version had
prominence. A new media technique was the use of 2
15" Films
in the same break, to avoid montony. Radio,
outdoors and
merchandisinq were heavily used. Pricina was
communicated to
the consumer only at the point of sale: thus (a)
qencratina
an agreeable surprise and (b) avoiding labellinq
the brand as
'cut price' in the eyes of non-consumers.
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BAT Industries document for Province of British
Columbia 23 April 1999


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BAT Industries document for Province of British
Columbia 23 April 1999


8
Result
PLAZA was launched in September 1981 in Rio Grande
do Sul -
Souza Cruz's weakest area - and was an immediate
success.
!~ small pilot market simultaneously conducted in
the centre
of Brazil indicated good prospects for the brand,
and
consequently from December 1981 to May 1982 a
series of
launches in Souza Cruz's various branches achieved
almost
national distribution for the brand.
The results of PLAZA in market performance are
given below,
showing how the brand has contributed to an
overall share
gain, with 7.2t market share.
BRAZILIAN CIGARETTE MARKET
BEFORE PLAZA AFTER PLAZA
1981 1982
MAY-JULY (t) MAY-JULY (t)
COMPANY SHARES
Souza Cruz 79.4% 81.4%
R.J. Reynolds 9.6% 8.5%
Philip Morris 8.5% 7.5%
National Companies 2.61 2.7%
SEGMENTS
Low Tar 4.6 4.7
Perceived Mild (High Price) 10.1 7.8
Perceived Mild (Low Price) 6.6 10.9
Full Flavour 78.7 76.5
KEY PERCEIVED MILD BRANDS
MONTEREY Family 3.3% 2.3%
VILLA RICA Family 2.4% 1.4%
PLAZA Family - 7.2%
RIO GRANDE DO SUL
Souza Cruz Market Share 52 t 57.5%
R.J. Reynolds Market Share 21.3 18.8
P. Morris Market Share 18.2 15.9
Nationals Market Share 8.5 7.8
PLAZA Family - 9.4
MONTEREY Family 9.9 8.0
VILLA RICA Family 5.2 3.8
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BAT Industries document for Province of British
Columbia 23 April 1999


9
Brand switching data since the launch of PLAZA
shows that it
accounts 46t of all MONTEREY losses, and has taken
15-20t of
the target brand's smokers. About 12% of PLAZA's
current
smokers came from HONTEREY.
it is int--stinq to note fliit PLAZA also affected
GALA\Y.
It nas been the most successful brand in taking
GALAXY
smokers during 1982, particularly through the
slims version.
Conclusions
There are many conclusions to be drawn from the
PLAZA case
history:
PLAZA clearly indicates the necessity to have
brands ready to
meet situations, for which the market or company
may not have
an immediate need. Circumstances can change
rapidly, and
basic assumptions evaporate, presenting new
opportunities to
a company that has the right brand ready.
The value of a 'family' launch. Although most of
the volume
is with the king size, the presence of the 100mm
slims
versions has greatly contributed to the elegance,
status and
femininity of the brand offer.
The value of a comprehensive analysis of the
market not only
by price categories but also by conceptual
segment, and by
region, to arrive at the correct offer.
The necessity of delicate communication of price
to the
consumer, in a market affected by economic
problems.
Downtraders do not like being reminded that they
are being
forced to cheaper products, and the avoidance of
price-sell
in mainstream advertising is vital.
Note:
The launch of PLAZA into the cheaper price
category has since
been followed by the launch la.t September of
CASSLNO backed
by heavy advertising and which is reported to
ha%re achieved
an overall market share of 4.91 (January
'83).raking it
.r. til's sixth best selling brand.
An account of the launch of CASSINO will feature
in a
forthcoming issue.
BAT Industries doCUrnent for Province of British
Columbia 23 April 1999


10
JPS and the Grand Prix involvement
It is over ten years ago that JOHN PLAYER SPECIAL
became the
sponsoring bra nd for the Lotus Formula 1 motor
racing team.
The decision was made by Players in the U.K. who
had
previously sponsored the team under the GOLD LEAF
name.
So was born the now familiar black and gold racing
livery,
ec hoing that of the JPS pack, which 'has become
known around
the world, even where JPS cigarettes are not
marketed. The
"John Player Specials" as the cars were known,
made their
first appearance in the Argentine Grand Prix in
1972. Grand
Prix motor racing has a worldwide appeal, all the
excitement
and glamour one could wish for, and its media
coverage in C)
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BAT Industries document for Province of British
Columbia 23 April 1999
"E...p. f- ~h. rdi-y' i, 1h, -pyll- th.
i~t ernational JPS campaign a.tr. b.- f th.
ads.


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M T industries document for Province of British
Columbia 23 April T' W**


the straights, and slower, but more spectacular
round the
I corners, with the skill required of the driver
becoming
more important than ever before. Brazil'83 will
witness
the debut ofthe Renault-powered John Player
SpeCi2l,
Jacques.Lafitte back with Williams, Rene Arnoux in
a Ferrari instead of a Renault, and America's
Eddie Cheever in a Renault rather than a Ligier.
BAT Industries document for Province of British
Columbia 23 April 1999
VOZZ0070Z


n ElTeam'-"
ithThejoh Player
JOHN PLAYER TEAM
LOTUS-John Player TC2M
Lotus embark upon the 1983
season with their morale high,
and a burning desire to win.
Following the tragic death last year
W. ofColin Chapman, the founder of
force
Lotus
and the driving
behind all
'
s successes, the John Player
-7 y the team
peCi2l cars have a great deal to prove.
S
Elio de Angelis, the Italian who drove to
victory 12ST Year at Zeltweg in Austria, will
introduce in Rio the exciting John Player
Special 93T, a totally new Renault turbocar.
Nigel Mansell, the team's other driver, will be
racing
another ew, but totally different John Player
Special.
This car, the 92, will be powered by one of the
new uprated
Cosworth Ford normally aspirated engines.
The team also has a new tyrc supplier- Pirelli,
but the cars
JrG..
still retain their familiar black and gold John
Player Special a-1-7 ONE ~1
lis'
livery. Team Manager Peter Warr, now at the helm
of one of
Grand Prix racing's most famous and successful
teams, is
c vi,
convinced the team wdl continue winning.
Not only is Elio joining'The Turbo Club'at long
last, but the
cars also have a secret new suspension system,
which will help
them enormously in all sorts ofracing situations.
The team is determined that 1983 will be a great
tribute to the
John Player Special Lotus team's founder, the late
Colin Chapman.
John Playel-Special ;<
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BAT Industries document for Province of British
ColUmbia 23 April 1999


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BAT industries document for Province of British
Columbia 23 April 1999


print and on TV is exceptional It is also very,
very
expensive.
For many years BAT were able to gain a certain
amount of
spin-off benefit from Players' sponsorship of the
JPS Lotus
tear_ through on-th-spot promotiona I activity.
But
distribution of the JPS brand did not dovetail
neatly with
the geographical pattern of the Grands Prix race
programme.
Players in the UK could only benefit in the
overseas race
appearances in term&; of redia coverage in the UK.
However, events have now moved on, and U-T plans
for JPS have
been formulated on a widening scale. With the
already
established awareness of the JPS/Grand Prix
connection, it
became a 'natural' to re-examine our position
regarding motor
sport involvement. In 1981 BAT agreed with
Imperial (whose
present ownership of the JPS mark is confined to
Europe) to
make a contribution to team costs and at the same
time
acquire full exploitation rights in our company's
JPS
markets. Primarily our interest lay in South
America. The
Brazilian and Argentine Grands Prix open the
international
season, and both countries have a history of
enthusiasm for
the sport, and for producinq drivers with flair
and skill,
like the great Emerson Fittipaldi and Juan Fangio.
Also on
the programme in South Africa, where the Kyalami
circuit is
the world-famous venue for the Grand Prix, and
where BAT
interest in the brand -as also important. Now the
Far East,
hitherto off the main Grand Prix map, is of
importance to PAT
in the JPS scene.
As part of its 1983 season support programme for
JPS, the
Special events team in cooperation with the
International
Brand Group and the advertising agency is
developing a series
of 4-page full-colour features for the
international media.
These identify the brand involvement with the
racing team,
and project the excitement and glamour of motor
sport. Of
particular interest is the way in which these
colour features
can include in such a complex production
bana-up-to-the-
minute reports on the latest position in the
drivers'
championship table, together with comment on the
chances for
the next big event.
To produce a complex colour print job for
publication in a
magazine normally means a lead-time of 6 to 8
weeks, and this
time scale would effectively prevent highly
topical content
from being a feasible proposition. The JPS plan to
issue
colour features with up-to-the-minute detail,
reporting on a
Grand Prix situation where the big events are
spaced roughly
two weeks apart, therefore posed quite a problem.
From the
release of the material to the appearance of the
magazine on
the news stands is never more than a week. So how
could the
JPS problem be overcome?
It has in fact been overcome, but with only one
publication
so far. This is "Newsweek" magazine, who have
cooperated C)
with the JPS advertising ac
.1 ency and CSS, the organisation
BAT Industries document for Province of British
Columbia 23 April 1999


12
which looks after the entire sponsorship operation
on behalf
of both BAT and Imperial (UK). This entails
oroducing all
7
colour separation work in advance, but holding up
final
production for the preparation of copy which
7annot be
prepared until the results of the latest race are
known.
The plan of publication of the features in
"Newsweek" is to
run them in the Middle East and Latin America
editions in
support of the Brazilian, Monaco, German and South
African
Grmnds Prix.
Other JPS/Grand Prix activities
A considerable amount of other supportive activity
has been
arr,anged in the promotion of the sponsorship of
the JPS Lotus
Team.
Two identical replica JPS Formula 1 Lotus racing
cars are
beinq built for use by Associated Companies for
promotional
use in the launch of JPS.
A 27 minute film planned for general TV/cinema
release and
entitled "JPS Lotus goes turbo" has been produced,
which
descibes the introduction of the Renault engine
into the
Lotus car from the press announcement of the
agreement
through the design stages of the new car to final
testing.
An innovative departure from the usual racing
films are a
series of short two minute clips which are used
throuah a
race commentary. Each clip describes a facit of
racing
technology, from the Kerlar built bodies to the
"grand
effect" generated by racing car "skirts".
A range of advertising has been designed for
display at Grand
Prix circuits around the world which can be used
by
Associated Companies together with a range of JPS
clothes.
The range is designed to suit every climate and to
reflect
the image of JPS.
A new venture is the development of a prestige BMW
car in JPS
livery. Negotiations are far advanced for BM11 to
produce a
car with special trim and selling at a premium
price.
Initial reaction from BMW distribution in the
Middle East has
been most encouraging and it is hoped to extend
this
arrangement to the Far East and South America.
An idea that has not yet fully been exploited is
"Radio JPS".
The intention is to sell very cheap non returnable
headphones
to spectators at a Grand Prix and to either use a
local radio
station or use our own station at the track, to
broadcast
news, music or advertising throughout the meeting.
Behind all this is the JPS racing service. For
each race
informal comment, together with black and white
and colour N)
photographs, is sent to a nominated list of
newspapers and C)
specialist magazines throughout the world. r*..)
C)
C~
--4
NO
BAT Industries document for Province of British
Columbia 23 April 1999


13
Trademark diversification: neither new
nor just a cigarette-name phenomenon
The February issue of Advertising Age's FOCUS
carries an
interesting article which examines what the
magazine calls
extension and brand stretch" - what we tend to
call
:'line
'trad mark diversification".
,
The article cites as the earliest example that of
fashion
designer Coc 0 Chanel. when she branched out with
Chanel No. 5
perfume in 1923. And ever since, it goes on,
"stre-:ching a
well-known brand has become a familiar method for
companies
wanting to squeeze the most benefit out of their
marketing
investments".
Today's lower profit margins and rising media
costs have
underscored the importance of expanding brand
names into new
fields and FOCUS states that increasina numbers of
companies
throug~.ut Western Europe are looking to 'brand
stretch' as
the most economical means of introducing new
products. As
Max Wilkins, deputy chairman of Ted Bates in
London, is
quoted as saying: "companies and agencies have got
to
recognise that well-known brands represent years
of
investment. If one takes account of today's media
cc-sts, all
that money doubles in value. So it must be
exploited".
Among examples of current activity of extending
established
brand names in new product -areas, FOCUS cites
those of the
French Charles Jourdan firm wbich first extended
its shoe
business into other leather goods, and then into
men's
fashion; and the Dior explosion which today ranges
from men's
fashion to baby clothes, to silver and china ware.
Cigarette name examples from Europe
The article makes reference to several examples of
new-product extensions of cigarette trademarks,
most of which
have been reported in earlier issues of "Marketing
News".
These include the MARLBORO and KIM range of
clothing
marketed in Italy, and the MURATTI name which in
Italy has
been linked with watches. Also the R.J. Reynolds
name - one
add to the travel interests listed in the February
1983
~
oarketing News". of interest is a reference to
CAMEL Boots
which have been advertised both in Germany and in
Norway.
These boots are made under licence by Salamander,
Germany's
largest shoe manufacturer. The close resemblance
between the
CAMEL Boots advertisements and the international
advertising
for CAMEL cigarettes (the same outdoor man is
rIeFicted in
both, in similar situations: see "Marketing News",
October
1981) has incurred the displeasure of the
authorities in
Norway where there bas been a total ban on
=igarette
advertisinq since 1975.
BAT Industries document for Province of British
ColUrnbia 23 April 1999


14
~ MW
V
~~-
-X. Z
he MARLBORO a
,,
I
nd KIM range of clothing marketed in
Italy (where there is a total ban
on
d_ -i.ing)
'
.
"! .
Reference is also made to publishing ventures
incorporating
cigarette trademarks: the RB publications which
have been
described in "Marketing News" of June 1979, and
the more
obscure use of Reemtsma's R6 mark in a magazine
called "Lady
R " in Holland , where (so the report states) it
is sold
through tobacco kiosks. In Holland too the
CABALLERO
trademark has been extended from cigarettes to
sherry and
books.
'Wasting a valuable asset'
Spokesmen from all the companies interviewed agree
that
extension into a new product field must be in
keeping with
the standing and image of the original product
associated
.ith the trademark. And that includes pricing.
C:)
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BAT Industries document for Province of British
Columbia 23 April 1999


15
TO
Plax Wilkins Of Ted Bates comments on the dangers
of
undermining .1 1 the c7ood work invested in a
brand trade-mark
by ignoring this seemingly obvious factor "Brands
are built
up by reminding people of the benefits they give.
I f the
brand name is put on a product whic1h does not
provide those
benefits, then you are wasting a valuable asset".
Few rules, says the FOCUS article, have yet
emergel on the
technique of brand stretch, but it identifies as
rrobahly the
must crucial, the need for a company to be certain
about tl-.e
consumer attitude to its ow n brands. "It's
essential. to know
exactly wliere a brand name lies in the public's
wird", said
Pierre Dessis who runs a market research
organisation in
Paris.
NJ
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BAT Industries document for Province of British
Columbia 23 April 1999
1. A. T, il- .Illy': -1.i- publish-9
'.. th t ti . ,ik D u d ._).
Th' C E'- 'd ulhich featured
in in Nor-ay.


16
Cp-rofile:
Patrick O'Keeffe
Patrick O'Keeffe is the
Marketing Manager , Greater
I.D.F. (International Duty
Free) within BAT (UK and
Expor t) Ltd. The 1 .D.F. Area
has ' in the recent past had
several geographical changes.
From March 1983 it will cover
the duty free and domestic
business in Europe, and the
duty free and export business
to the Far East. Patrick
reports to Mark Aitken who is
the Senior Area Manager for
the Area.
Patrick was educated at Couai in Berkshire, and
the
Polytechnic of Central London where he graduated
with a B , A.
in Business Administration. His first job was
working
offshore on oil rigs in the Far East but he found
that
fourteen days at a time on the rig away from
creature
comforts proved too much, and he returned to
England where lie
joined BAT in August 1977.
His first posting was to Souza Cruz in Brazil in
January 1978
as a Marketing Trainee and then, in June 1979, to
Bigott in
Venezuela where he held a number of appointments:
Market
Research Manager, Product Development Manager and
finally
Sales Operations Manager. "The dynamism of Bigott
in
Venezuela was what impressed me most" says
Patrick. The
company's gain in market share from approximately
34 per cent
to 68 per cent during the two years 'he was there
was a most
exciting time and confirmed the saying that
"success tends to
breed success".
Patrick says that working largely in international
duty free
markets is of course a big change from Latin
America. One
has to be and to be seen to be an expert in what
is possibly
the world's most sophisticated marketing
environmen-:.
Patrick is married with a four year old son. The
nature of
his job means that a large part of his time is
taken up in
travelling abroad. He hates the cold but loves
golf and this
pastime is therefore restricted to the warmer
.-months in N.)
England. In the winter he watches T.V- and waits
for summer
and more golf.
CD
BAT Industries document for Province of British
Columbia 23 April 1999


17
Warketing 'Appointments 6&%ansfer-s
R.W. Jones
A. Georgc-Perutz
R.W.B. Burnett
Voking - (UK&E) Miami
to Indonesia
Hillbank
mar)-eting Services
Manager,
(February 1983)
harketinq Research
Adviser,
(January 1983)
Honduras to Guatemala Marketinc Manager,
(February 1983)
ON REPORTS OF ONEENNEN
MEN COMPETITORS' MENEM
MEN MENEM
ON ACTIVITIES NOMMOMMEN
Ad- ~-q Age. 31.1983
The cowboy gets worked over in the East
By Dennis Cbmot
Marlboro i..-
rid h, world. one
thir,g Philip Morris ..Iy does
is roess ih "' cowboy'
But in Hong Kong*. -~lci mar.
_iro. r.
kain, *nt, he do..
ret " d more ban
..Y.n. rise and domin4te the
sim-ts. Phi lip Morris Asia had
. pr.ble.: It. introduction of
the M.,Ibo,o b,..d i. 1976 -
colossall f.iju_
The brand was bombing. even
though the tobacco ..,ke,,,
and its gmey, Leo Burnett Co.,
,,dD-,. Chose u ---l
,I- ofA- A
had foll-d .11 he classically
,.cc -'.' strategies that were
-kingeverywhere else. The
ca.p.iff included that vital
I.rnent-the 'Marlboro Cou -
try" commercials with the f:.
to d-1Li...g symbol, the
,a.
ad American Cd-boy.
Thin'. -1. . that so..
local Philip Morris official. con-
sited rejecting the 'Marlboro
Country- approach totally. 'But
h-dq.- said.N. -y.' .d
we agreed.' recalls Daniel Tso.
Philip Morris' Asia g..,,.l ma.-
age,.
Instead. what the markeur
and jency did do - modify
Lh:;zmercisls volve what
th _Wd th key prob.
I..: Th. 1..h be,.,.. the
-Marlboro M_* image and the
dominant Chinese culture in
Hong Kong.
'Th e Younger pop.lti.~
cl~'L relate to an, older an.
said Jam- Harris. head of th.
8 ...... . c, in Hong Koog.
*Ala.. catd. equal. rice pdd,-
and *mlim* The Chinese don't
aspire to thmL'
Th. commercial& eere reshot
in the U.S. The older cowboy
usa replaced by a younger man
-ing . a,hi. hat and riding .
white horne. He=shonm lead,
ing s group or , hand. n
cattle d,i... i.-
preasion that he -d not just
amrked on. the ranch. He was
..... . ho- alone (-Th. Chi-
a - "id
;7 .Zhi' '~`d' he - n-.r
ilti.g around . -pr- (-Me
Chin.. ?,,far action,' added
Mr. H...).
With home hoof. p-ding
and a dcaen cattlemen racing for
h-4cice in the -ci.l
says, '. tougher the rid., he
more you like iL*
Said Mr. T.o: "We saw the
result. overnight. S Is. -r.
up 0.; after _ ho..d the
- commercials.' The Iesso.?
-V_.,y concepts
c be - tly I.1ed to for-
igri '-k-* i1
T:*
*They .11 need dju t~
ment'
C)
N)
(Z)
C)
--,I
rQ
r1 j
BAT Industries document for Province of British
Columbia 23 April 1999


18
J...... 31 013
Galaxy goes into orbit in Uruguay
By Randy Drapeau
bin e August. rh- Phil iP
Morris Inc.'s Uruguay *n
subsidiary launched Galaxy ci.-
"It, in . 1--tar pach designed
to I'i. he
N_adii. :at 1, 4 - It leader
brand has ,,n,,rd
-!~ -be, he
is h_j,hy I . of ,
--y.. at",
G.I.W. hard hitting -.-
p.-wit advertising campaign
centers on&Ue" -
port. tommissloned barch!4!
P.
Abel Br in Montevideo. which
.h.-,d he n- brand t: b,
II--- in ta, and M I
in ni_1in, 11- L11 11 selling
brands South Atn--
The 'i"im of the campaign
-, ll,.C' ,'. Ind ...... I T.-
be, C.. 11TC). mark,,,, of
d
N-da and .10 hr.n
ftrindy 0-prou ix a corre-
~- A-- A,;. -
B.,..,A -Arpe-ri.
Iwhic h hats seeniits market share
lip r,om 90% n the first quar-
ter to its cumot 82%.
Ciurcl in the vidirly diswerni.-
ated _. 'TC .. '"' "P
sell.-N-d. and Corona&
-Ioth of hose tar content
19.6-g and 111.1mg. re.pec-
_, co. or
ply) p ed unfavorably
,th G-1-Y.. 9. 0mig-
Ad. by Radius Agericy, based
in Bue- Air.. Argentina. sub-
sequenLIY app-ed on tv. in
nev,spapers. on outdoor boards
and at point of We. all promin.
ently displaying the e-rl,
lindings, I.r h. I..
-1.tintelligent decision.'
'F:7,he first time. JUru-
guoyanj ~hal
they .- tellinginto their
-d R... Scull. pre.i-
dent oi Abel Br.
T.he
core f the c..P. "n
sists of 90-second tv c..mc,.
-1., whic ih initially ran e."y
night dnit prinit, time it.-
rrL News February 24. 1983
BANGLEDESH
LAUNCH FOR
IMPS BRAND
,nit I... --nes as. Istroo..
al
:
l
E-h-,-
L-K. i bi i,h, to 111,
...-,,a-
Alpha Tobwo C~psnv
. Dh k
f
- 1.
.,
.
. - .
-I T-m
1.rA.HLP,
,.ckcr.
,
Th,
1, ---
P'..c,..n cno.,1-01
?-11 D'oot, a.
h 14-.
ra", 6_ S-- - .--cl h. a..
a, A,hion. 11,- n-r%
., e,
I
L
LAUNCH , .,
.
;,
Ih 0~1, .,,d 11,
in Chi,, I,";
11- t
_ ".;
_
ow- 'h~
pla"I't ." ..he. ~-- I
-i. -h- Is,
-d
granting on all three m)w chan.
nels.
G.Iiry do -I be -k!
as .. "iI.I.Higirot d-foits.
In he p.,.. . well-known
news onchnwmmn appears in
front -f . giant screer, -hirrir .11
Ad-1-.9 Age. F,b--y ZI. 1983
Ii,,,d ~ilh
.It.tar of,
After describing the test
and
repulls, the spokesman son: -if
You are interested in .,,king .
k- tar and nicotine cit. re , I
advise you to switch to
Mr. Scull -ld not reveal the
c.
.1 (Z.mpig..b.1ad.i.
he, 'by local standards it is d,
finitely .
Allhoug
for 1. G , I ",in
or .. d -ere rid.
"d in Brazil andj~rgentina. a.
-11 as Uruguay. the brand
us cy*n,,e"d;r-i'
am is On.
etiploinii Radius' general super.
Miguel Di 111.16. ',..k...
here preferred to stick bv their
full flavor brand,. ignoring "I
hn -. is( I- _ and ,co.
in. 1-6. IN i1. in he U.S.
'I", is a _rv formed mneept nf
10 w._ and health. h... it hasn',
always been __i-V Until
no-
PM products a double-take
By JOHN J. O'CONNOR
N M Y-a-In an unusual move.
Philip Morns USA will use identi-
cal packaging and advertising in
esurig new upscale cigar ts-
Play-stZrol Raffics-in three 'mar-
kets.
In r-ealing details of the dual
testing PM/USA exec- vp Jim
Morgiin said Players is a non-
m,nth IDOmm smoke in a black-
and-gold
package hat will begin
les-g in Phoenix and Portland.
Meis next week Raffles (AA. Feb
11 i,~*nlh,l s-1keh.11 100mm
nd , _, z. styles , will bv
looking . build . ....-rig in Its
Rochester. N.Y.. debut.
UnLil Mr Morgan shed some
light on the _ branft compel,
tors admittedlyliwere pual over
_-ngly conf " R brane'n",
reports concerning . n- pli., 'iR-
'ret in a black -and-gold p-k
Why test two urnilar-lookIng
brands' Mr Morga n s remarkably
simple explanation. "To , ~h~ch
on; d,.c, lies ~. -
c-pe-- r ....... Mr.
a ~, he
MorR n declined to discu
ere ijve strait-gy unul .1- he ad,
break in - m-kets However. a
stntr,ce said a Raffles ad shows suc-
cessful-looking men and women at
a party accompanied by the the e
line. -Raffles go places - Mr Mor-
gan said Wells. Rich. Greene.
whi chhandles the Benson &
Hedges line. he, both est brand-
The test will t-lve heavy news-
paper. magazine and outdoor sup.
port for both
. Interestingly, Player's is a well-
know,, British c)garet brand that is
produced by John Player & sons
Co of Nottingham. England. In
act. hot company pr-- ri.afl,
a dozen sty It% of cigar,ets under the
Player', or John Ple yer labels.
HoweverhP /USA hs the trade-
mark rig tslo the Player's name
in he 11 S in he let, '71), i's
_t le-1 , bccr nd, hat
..in., and or o_ ye, , he, m1r,
keted a premeu in_ p- smoke.
Player % Navy Cut. lh.~ has a small
bu,'I.y.1 (.11-ng
I, y,,:,.,,hk,Iy twhat Ithe Player's
N
- brand d 1. iilfecl~
should Players beat out Raffl,et
-t her, 0
(D
U1141
BAT Industries document for Province of British
Columbia 23 April 1999


19
.. .. .... . ..
Marketers clamor to offer a lady a cigaret
By Annis Sobezynski
1. he -iii 1.11-i-j, World
11, j st three m.jc,r
1-od, -i,fied ,,.Rhly 80'~ of
:he need, I the smok-
,, puhlic. Tod-, 200 different
_CIEs
h.of ..k,.-. c_d one an -
,,t er I- share or market-or at
Ihe, in inimum. a trial and repeat
ptirchase. Aggrmiveriess is now
the nime of the game as tob-
"'m p.,.i,, r,.;.,k the,, market.
ing -Ira. oker
~ to amu%e sm
e R Te
ine new markets
r
.,nd',he
,,by gain re. sitidi-e,
.nd %vider acceptance
The wbacco indumrv has had
hsre of tr ubie,. and they',,
o
n~,t. The y,.r 1983
with higher ta... in place.
or %t
a push rnoger warning
I.f in
l
ab 1% on nc" and apparent
decline in the smoking popula-
tion. And Jeffrey Wei
ingarten.
invvirnent with Grldman.
Sz
C.; N Y. k, ,,,
stagna,inn
a on' or t~e prob-
lems facing the indust'.
An -h
v ,:I g,o.,h that as -_
i
,u,,Id , W,b.,~d to -* prod-
uct Introduction. "in the last two
" I
hr hree years. industry growth
as been the r-It of the pipe-
o,
ang of new products rather
n
th an increase in the con.
stimption rate.- Mr. Weing.irteiii
-5. Twent% -one or the two
doz en or so in -'771 competitive
brands that were introduced in
1981 were low-tar brands (15 mg
or re-ir).
And although the low-tar ct.
Loril,lard's smooth. new
smok, -, no .--h-
,g-y a, inv,
crime h."n he" fie'..
pie are 11's InIlle."d I,, 1,-I-
brands, but because the category
become saturated. No. that
h.5 1
th %!gment has - ed do-
what : next?- is a que3Lion ,,,h
ching crinbequence
the industry.
An efre tive way to deflect at -
I
tention fr.. the swirling smoke
engendered by ongoing health
controversies and econo mc
pressures is to continue to char,
nel talent, energy and billions
into advertising. Image ad ... tis.
ing, coupled ith targeted
kt,Ling ff Tlard'
or (and sptin
with . wide .,r., of 'r """:
continue to he w: d ~d...,
Id
1 e
ons in the marketplace.
Image creation of one type
cc. d`
:nother dominates tob,
ertising; identifying "n'"t'
dominates the marketing
k t segmentation began.with"Ith,
introduction of filter tips some
30 years agn. One such filter tip
-the beauty tip--wa5 de-
signed by Philip MOrntisfroic
re
What made it diffe,
other.ips was its red color, Its
practical purpose was to camou-
flage lipstick marks. The brand'
M.,)b.,.. Hard to imagine
today's nnacho cowboy con '
cerned with lipstick stains on his
Marlboro- todav's woman.
for that matter.
What women look for in a cig-
aret has become the increasing
concern of tobacco market.,,.
and with good reason. In the
1960s, fewer then one-third of
the country's smokers were
women. That number has since
swelled to about half. or 30 mil-
lion "men.
Marketing theorists speculate
that mor women are Laking up
smoking n order to cope with
on-the-job p......... which ...
growing along with women's -
celerating participation in the
business world. The Federal
Trade Commission in its May.
1 ~81, 'taff report to Congress on
c,g.,,i advertising c;ochided
hat cigare advertii, is m.k-
t in
inR efforts to.market especially
to adrileacent nd voting wrime".
labeling that as the ".ncrii
Indeed. -tZK
gr arket.
tic, cited in that report reveal
hAt while male %moking is level
[lot od n s
inK" Ic.,me d,m.
11-Phic 1-1- umlv declin-
Inc, the riumhe, a young female
..,k,r, ision the
i
ked up the
- --- p c ~Iell
Ababa and their numl
grew, they smoked t I "e' '
and menthol brand . ',
then on he market .They still
do. But in 1968, Phili p Moll"'
revolu ,oniie-d the indull"
when it introduced is con -
new i"lv
cipt, the first cigaret escl.. .
marketed to women-Virginia
Slims. "Virginia Slims fit what
our research told us ladies were
looking for. It had a lot or style.
Ily different.'
and it was vi,u d
Jmes C. Bowl `p an
ing. irman f hi-
in he r
~b.
assistant o P
lip Morris Inc. New York. fe.
cafl.. It .1. h. 11"Id cl,
PP. _111.pprl
on the market t
tune time- As 4r. Bowling sa
-Timing is eve-hing.
Sinc then. competitors have
introdeuced their own 'rernale
appeal" smokes and the categorv
continues to be actively and
gressively courted. There is 11.1~
R
miriolds Tobacco Co.'s Mo
ights 100s. which hit the .-
ket in July. 1981. and became
the f.."m gir.ivirig main "'t
brand in the country in' 'I'A
98'
growing by nearly 32~ , accord-
me to Marti. Orl-ky, -p-
bra I'd marketing with R Y-ld..
Th. campaign for the I.` th, "'
ng
beige cigis"t is targeted si ly
-"
toward women, especially he
.,.,o.". year-old f~:ale who
considers he,aelr to ophi.b.
cated, well eduuted and up to
date. Reynolds even ciffe" an I-
ternative for the mo
female (34 to 44) who's looking
Z -.tu'~
for a lower-tar cigaret. That
product is -
Other Zllwknown women's
brands include Liggett & Myers,
Eve and Lorill.rd'. Max line, In
addition to test marketing Ms.
Slim Lights in Portland. Ore.
and Phoenix and Tucson. Ariz..
Lo rillard is rolling out nation.
wide a new woman's cig.ret,
Satin, after test marketing the
brand in D,n%-er and Milwaukee.
A variation or,
the Iring, thin
Irooke, this woman's cigaret's
claim to fame is a unique satin.
ii k filter t p. The campaign
drsI`ws attention to that innova.
t,or, with the theme. "Sp6I
V-self with Satin."
Says Sara Ridgway. vp-public
relations with Lorillard. 'Satin
is directed at the wnfnan who*s
self-confident, relased, realizing
her goals." Lorill.rd also resur.
rected -1970' P' d,Ict. M.v.,-
d,
ik,.:,.,, ,p",il,,.ed it for he
arkeL as "a wh,,Ie new
.
b-ed I I` wa: rappa rently a
, ois
-d the fernial rke, - no,
yet ready for. since the promo,
tion has now been scrapped.
r-
11, however, the to.
0 'acco -mp.o,e~ still plan
to continue targeting the female
au-iience. Reynolds. which is
said to be planning several new
product introductions for 1983,
b:iieve,,that th: women's mar-
s
til play ..j.r role in
terms of opportunities, "hupi,
fully at the experne of our com-
11 ition." Reynolds' Mr. Or-
p,
I-liv says half jokingly.
Aiding the
I I he
h
__e' s market wi h I. e ,d,.,,
enlry.'*Ihilip ..rtr is is cnnfi-
ritly for
de braced the antici.
Not only is
pated Competition.
Virginia Slim. the top
ciiiare, designed for women. the
P Morris philosophy ap-
pears to be the more the merrier.
Senior corporate vp Mr. Bowling
explains: 'Crowding the cate-
g Iry with ..petition iorne-
tiries helps the original. It cre-
aties more interest in a categor -
you il-civ d.min.,,.- At a-v
rat tobac' co n.,k,,,-r,; b,lie,,e
e
that women -tiriti, to
-- ("W- . Max today"). I-
uri- in (-Spuil youys!l with
Satin-). and rally rfound
("You*ve come a long way.
h.b,--) their f-irit, brand.
Until recently. the industry
.eemed to feel equally
co fident about the low-tar cat-
e,n
-v. To demonstrate their
conflilence, the three major ciga.
rel companies ill.J. Revriolds.
Philip NI-marid Brown'& Wil.
Tobacco C,,,) ..... .. id
to h-, spent e1- to S.100 roil-
li,i n in 1981 just to advertise one
Itt-tar rubsitgment-tiftra Inws
to I-ding National
A:I, - & William-
s, n spent Ihell.'
7 g- amount fu,
anv coinsurner product introduc-
Lion in hist-y-pprnximate1v
Sir,(, millitin-when it drarnsli-
cnily threw it, support behind
il~ Mirclav li-id. according to
Walker Merryman, vp-direritir
of c-muni Ti - ~i the To.
In,t.Iw,'in W,,hhi I-
The 1-1d did an".'
n.1, he Nn. 2U posifion I- "ciXa`
ret in he nd..trv. Ili.,
r1 j
C:)
NJ
C)
BAT Industries document for Province of British
Columbia 23 April 1999


20
Poo, 19,
over-all. the ultra-low segment
,v ,.
actual .gi t,,ed a dechne in
market %hre during the last
quart, r of 1982.
F- one. Philip Morns is not
faring quite so well with its
ultra.lfiw entry. Cambridge But
the tobacco giart. shrugs that off
With this explanation by Mr.
Bawling: 'Cambridge is a strate-
gic entry that accomplished its
purpose. Around the time it was
int,od ced. several people were
already marketing exceedingly
low-Lar product" in a busi ass
this competitive, one cannot be
excluded from any new or grow-
ing category. As it turned out.
ul tra 10- is notacategory of -
briancy, But we have to be posi.
,ioned the~re in carse itshould be-
Come "'.
Philip Morris, however. can
I,
w
ell . ford to accommodate one
or two hirrigers-on and even an
occasional dud like Northwind.
PM.s recent foray into free-
standing menthol territory that
fizzled ea r1 y in 1982. The rea-
Son, Philip Morris i. the proud
parent of ~:rit eigareU. the top
selling. f, tanding 10-tar
brand,n th: coun Meri t
managed to burnp American
Brands' Pall Mali to take the
'i xth position in the industry.
ac cording to the Maxwell Re-
pnrt. Its ultra-light 1005 exten-
sion went national in 1981.
One surefire way to reach can -
surners in a myriad of market
se "ril, is through just this
ityaof Iine exurrition, which is
increasingly being supported by
"' ily brand advertising. Kent
,egu at with Kent III :rndI
wahl Came[ Filter. =_
p1 l".
Few products can claim to
reach all market segments. but
M:r1b.ro can car toinIy boost
th t comes close with its ex-
tended family. Besicle.,i being the
No. I cigareL brand in the world.
A cignret meant for the dis-
criminating female 3moker.
Marlboro has been -treme y
successful at line extension- It iq
available in . box. a Soft pack.
regular. 100-5. low-tar. full-flavor
and menthol.
-The product is so diverse in
the marketplace. it just happens
to reach all the segments." Mr.
gowlitig say,.
Then there are experimental
products like Reynolds' newly
launched BrighL. Descr ibed a s
being a "taste that goes beyond
menthol.- Bright. with its new
taste characteristics, is designed
to appeal to a market segment
loosely described as maie and fe-
male, 18 to 34. many of whom
may already smoke a menthol
product.
Claiming that Bright rills a
perceived need in the market-
place. Reynolds' Mr. Orlowsky
believes the company has "a
unique. pre-emptive opportu-
nity in a new mtegory.*
Reynolds has successfully
wooed the market with an old
product directed at new market
segments. notably today*s young
rnale audience. Camels hove
been around since t913. But
Advertising Age, Febmary 7. 1983 iu S )
SATIN STYLF- Roughly 80 editors of top consumer
and
trade publications recently were treated to an
individual
"press party- to announce Lorillard's newest
smoke.
Satin. According to Lorillard vp-pr Sara Ridgway.
an un-
usual press kit sent to each editor was designed
to "spoil"
them. an allusion to the new smoke', ad theme.
"Spoil
yourself with Satin" (AA, Jan. 10). The
velvet-covered kit
contained a bottle of champagne, a box of Godiva
choco-
lates. a long-stemmed glass. a Satin eigaret
lighter. two
packs of Satin and an audiccassetle about the
product
Carl Byoir & Associates. Lorillard*s pr shop.
handled.
Advertising Age. January 10. 1983
even though they are Reynolds'
oldest brand family. Camels had
been virtually deserted by the
many smokers (wet the years
who reverted to filters and low-
L.".
Cameli have made a come
back after being repositioned
and aggressively promoted. The
familiat dromedary placed fifth
nationwide. a 13',' growth in
just one year, 1981. "We did our
homework with Camels. With-
out changing its heritage, taste
and quality, we bK.rrowed from
the success of the past and
created a new advertisihg
imag," Mr. Orlowsxy explains.
he creatior of 3tr -g
T,rn.g,' has indeed become
on,. 'if the most important fac-
tors n the selling of eigarets.
i
Target audien-. once defined.
are pursued in various media
blitzes. Once tho- -- limited
to the print mediR. Today, Lhev
include car races (CameD, fsh-
ion presentations I More). skiing
promotions and inner city con-
certs (Salem), jazz festivals
flK ol) and ethnic festivals
IWinston). to name- a few- Each
event is married t., or created
for. the target audience.
These Strategies have served
the industry well, but there are
those in the business who feel
that selling cigareLs successfuRy
need not be based - these iron-
clad approaches. RA. Reynolds
and Philip Morris, for example.
are decidedly leRs d')g-tic in
their approach toward market-
ing.
First. the issue of segmented
marketing. "Advertising was
never meant to appeal to . par-
ticular segment. It is simpi 'y
designed to symbolize the char-
acter of the brand itself,- P NI "
Mr. Bowling says. -Those of us
who worked with Marlboro
HAMBURG-German tobacco giant ReemtSM2 has re-
spnoded to disappointing results for its
American-style West cigaret.
launched in 1991 with a record $22 million in
support. by pulling the 15
mif lion account out of GGK. A new agency will be
announced this week.
would not call it an advLrti%ing
success. but a product success.'
As evidence. he points to
Marlborn's No. I standing in
markets like Italy, where not one
nickel has been spent on adver-
tising. Marlboro's image rreator.
Len Burnett, once !,aid that .11
advertising does is get the con-
sumer to try one pack. Mr.
Bowling recalls. "If Marlboro
wasn't good tasting, that's what
everyone would have bought-
just one pock.' he chuckles.
For the future. R.J. Reynolds
plans broader and more bal-
anced emphasis for its fuil-fla-
-red and low-tar stvles. accord-
irig to Mr. 0,1-sky. Three
years ago. Reynolds began to
shift it, -edi:,,-ph.,i., via,
from rna... in , . media cat
gory the tobacco companv -1,1-
dominates, to newspapers and
out-of-home.
Calling it "market p-ence-
strategy. Mr. Orlow,kv claims
newspapers give Re Y, Ids a
greater level of focus and con-
centration on . market by mar.
ket basis. The approach has al-
lowed the company to expand its
media resources. a rna)or chal-
lenge for an inclustry barred
from the airwaves.
K.V. Dey. president of Liggett
& Nivers Tobacco Co. succinctly
sums up where he thinks to-
bacco marketing may go in 1983.
He believes the industry's mar-
keting priorities will be 'to
maintain business in light of
federal excise tax increases and
promote current brands with
less emphasis on the ultra-lows.
Basically, we'll be consolidating
where we
Anna Sobczymkii ts a When-
ion. &-basedfreir lame t-itter
and frequent coniributor to
MaiwarInt.
Ad,rmang Age. Firbluary 14. 1983
PM will expand cigaret
nationally in Germany
Mi:.,itm-Philip Morris GmbH is
going national in Germany with
the Philip Morris Light American
eigaret- Agency is Luerzer. Conrad
& Leo Burnett *
Under the slogan "Win a voyage
1. the future.' trips to Cape Cana-
I, Fla.. for !h: launching of the
vnerl p... 1hual _11 be awarded
by a totterY. The brand is already
in the French. Italian and Benelux
mark,,,.
r1 i
Ui
BAT Industries document for Province of British
Columbia 23 April 1999


I
LOA
M, T industries document for Province of British
Columbia 23 April V'RK