18
Galaxy goes into orbit in Uruguay
By Rectify Dratp-
inc, A'gun. when Philip
M"is I .. . Uruguay..
S
..b., i_ launched G.1azy c,g.
d
are. in I--- pitch designit]
he -1. of ..it., le:der
N_d.. he loand has gan led
a healthyIV~ 2ha,. of he
countrv's tok.,
C.I..Y,. he'd hitting corn
pa"'i,, ad,- Trig ce.p.iltis
c..... .nU.S. research re-
P rt. rowmis,ioned by PM'B
Abal "Yott. in Mon-cleo. which
,hij-' 'he -7 "'""be
.1 ~ 1.*,rn I" and 11! 'I._,
in ri,ch, inathan the bes',Ili.K
br-cl. in S- h Am,,i"'
The ,c,,. of he .Mpit,gri
was Uruguay's Industr I To,
b.- C.. (ITC). eitii,k,le, f
N-d. and 30 .,he, brand..
Ran w Pro--- is a corre-
d
p-rderif jtt~ Aji,-w A cr tx
B ... c, At--- A,,.,,,.
-hich has seen i. .., it. l.-
lip from 90 , in he first q--
, . its -nt. 821 .
Ciwd in tl~: wi itly diwmin.
ITC'
W report re I - t- -P
..1l.-N-tid. and Coronado
-both of -he-- tar
(18.6., and 19.1.g. .P.c-
lively) '.. pared unfavorably
ii,ilh Galaxy'.' Og.
Ad. by Radius Agirricy. ba..d
in Buence Aires, A,genli- ub.
sequently sp sired on L-. in
ne-papere, td- boards
and at point of We. if 1
ntly di playing thir report*.
finding, Zda, he Iog- 'G.J.
asy, the in .1ligient dc:i.i-..
-For he fit., time. [Urd.
i:u:,.w"1.7-u-ers kner- .1.1
h Y .getti:g into their
Itinlis." aid R_ S-11. p ... i-
dent, of Abel B-
,_he core of 'he campaign
'itits of 90-ccirtil 1, ctintrineir.
ci.l.. hich initially ran every
nicht durinit prime time p-
ITL News FebruarY 24. 1993
BANGLEDESH
LAUNCH FOR
IMPS BRAND
I... - eatt-1.1 -- ... imi-- .
Imi.,its.
I-1 'N th. I W.
Ehib.- c,-- Ithe
U,~. ,i, h, 101 11
.. Z.
Fm n=. ., Wd
The It
duced L i~t
--0. T.ih.... C
Z", 7
v Dh
,_7`i. a I.,
T h,
-d cl... ......
Groff Birtlok, ho, ni mi
Louniri there a I ... ch
K".. I., a - h-d
fli 'I"' fro"' 5-h - .,,-d,d bv the ihe Ban.
L-1111.v L..- A---,
LAUN
I~e,l 1. ~hllil C1.1t, and 11,
"'a hit 0
lite 1-.. 11-ni 11, 1-111.1
--', -,-1 . -- . , h,,n, I.-chr..
._'d ." he h, ,"
-n: T1, 1,~,
zd ita-ti.tithe locil 1pn-1-d1_-
Is. "c
.11 ,h,. major ch...
nals.
Gailaky ad. t-9 the tirhiii,kir
d-iiiii.."
knnwn
In the *Pot.. a well-
newm anchorman oppe at. In
fron, .1 . Kiant-n where all
Ad,--9 Age Fb,,,.,y 21. 1183
b. in.j., brands - listed ~qh
their tar and --- 1-1,.
After describing th, ink and its
11" 1-Zy.: 'it
11 h*11:9%d in . king
I- I., and nicotine cille"t. I
advitte you to switch W Galaxy.*
Mr. Scull ~oulcl not reveal the
cost !f the citnhp.ign. but admits
hat by 1-1 standard. it is d,.
fini.1 y . lot.'
Although G.'..y h:'.nden
round for wwra) year is
Zld in BZI and A,g,n
11 U .,. the brand
no, on,edr- "Be.
for. cIt..-
e7 pleins Radiux' general super.
~iwr Miguel Di Melfi "smokers
"preferred w stick by their
full~flii- brand.. ignoring he
be'rtefia of lower tar and nico.
6. While in 1h
e U'SL
here is . very formed C,
li--tarand rallh.h. P
i7 n,
al~ys beenhapprectated.' Until
now.
PM products a double-take
By JOHN J. O'CONNOR
N--1. an unusual m-
1 h,17p IyAorns USA will use identi-
c.1 packaging and advertising in
testing two new upscale eigarets-
and
play- Raffles-in thret- m2r-
kets
'e"a""' "'i1. of he dual
'n
testing. IUSA exec vp Jim
morga~ ls,m,d' Play,,, -':bn."-
menthol 00m. moke in lack-
and,gold package that will begin
Itis-9 Phoen..,and Portland,
1 1 b
N1. -1 -,.it. Ra le, AA. F
71 isamenthol smoke m IDOmm
and king-sX styles,that,,wi I L,
look a
I. i-w , R 'n i's
gild
Ro,h,-,,er. N.1 . debut,
Until
Mr. Morgan shed
light on the new brands. corn
ton admittedly were puzzled Povt'
-ningiy conflictilig brand name
reports concrrning a n,- Phi cig.
et in a black-and-gold pack
Why test two sirriilar-looking
ds' Mr Morgan s remarkably
an
b, pie xplanation. "To see which
s,m
one b-
Fill
or -petitive reasons. Mr
"Irg an de~hned to di%cuss the
Creative - 'y until al- Ih,,.dl
break n'-i`mrkr1s How r,
source said a Raffle, ad ho.,
ciessful-looking men and women at
a party amomp.nied by the the",
line. "Raff] pZ.- M
.;ejo
gan Id 1. . Rich. Greene.
~hi,h hand]., he Be Y, on&
ed a IT". ha. both -1 b nds.
g'
The les, bill involve heavy news-
paper, magavne and outdoor %up-
P-11 for both.
is Interestingly. Piave,', is a well-
kno-n British cigaret brand that ti
produced by John Player At Sons
Co. of Nottingham. England. In
fact. that company produces nearly
a do- styles of cigarets under the
Players or John Player labels.
PM/USA has the trade.
Ho- r.
mark r!'gh er?,g-
in he U.' ','n'h`he"I"`Y .it,
Mill_ tini Ses' 'at
ed beer under that
namel andror2sona ,me
ie Year, has r-
k elayedir'sa 14ParveymCi u imi-hparto
chessimm,kiel 1.
but loyal (.11ti-ri
It's unlikely ,hat the Player's
Navy Cut brand would be affected
should Players beat out Raffle, in
t- h-
NJ
CD
BAT Industries document for Province of British
Columbia 23 April 1999


19
...........
Marketers clamor to offer a lady a cigaret
By Anna Sobczynski
1,4k,wiri, World
W
thret- ;.a)or
just h,~. or
h,nrid, -mfmcl
riuK
th, loh-c. needs of the ,n.k
in,
oil:y. 200 different
_oke crowd one an-
at
erftir share of market
hr inimum, a trial and repent
r-= Agg-- ... now
Ih "f thegames obscm
rework their market-
'[-eF-% to arouse smoker
dr~fi
ne new market!,
h't'r~e b ,g is in new audiences;
.,d wider a,cceptance.
TheI"b"c" industry has had
I. -bar, of ti-oubles, and they'r
b
).et. T, I"
"'r he yea 983
-1 h hi,he 'a legin place.
appush forrwarning
stron
p
be g:, e t
n
Is Is on packs and i
.pp.,
decline in the smoking popula-
rid
ion AJeffrey WeingartLn.
.z-vestment %kith Goldman.
achs & Co.. New York. sees
stagnation - one of the prob-
lems facing the industry.
AnV Teal gro~h that has w-
d I, attributed to - prod-
t1 c, introduction. -in the last two
orth,e, year,. industry growth
hAs bee nthe result of the pipe-
li.i ng of new products rather
,ban anincresse inbe con-
sumption rate.' Mr. WLing.rtLn
sA- Twenty-one of the two
dozen or so national competitive
brands that were introduced in
1981 were low-tar brands (15 mg
f, ., r ~.
Andathough the low-Lar cat-
i--t ih. n e
Lo, ill.ird'.
'mirki, vi- - "'risho Ut.
has rr,,.n 400", -;inc:
19-,6. appear, I" 1.v
hit because p
_m, ,, A
I,, Ioes,ed in I-
PI, nrl I",
brands. but because the ca:gory
has saturated, No hill
th is ,gm,.t has c-led down.
th
"what's next- is . question wi
far-reaching co-quences for
industry.
the
Ctive at.
A way to den
the swir ing ke
te. I..
tion from h=lth
engendered by ongoing
controversies and economic
pressures .to continue to chan-
nel talent. energy and billions
into advertising. Image adwrti'
ing. coupled with targeted mar:
keting efforts ~snd sprinkled
with a wide arrav of products).
-t inue to be wielded as weap-
on% in the marketplace.
creation of ... type
Image 0m,
another d notes tobacco ad
veftising; identifying s ents
dominste,,i the rnwketi~eig. Mar-
o
on bega i It the
ket segmentati
introduction of filter ti pi some
30 years ago. One such filter tip
--the beauty tip'-was de-
signed by Philip Morris Inc-
What .e I! rent from
.,her -i9tai'iidif`ed color. Its
practical purpose was to camciu-
(loge lipstick mark!,. The brand?
Marlboro. Hard to imagine
today*& macho cowboy con-
cerned with lipstick titi- . his
Marlboro-or today's women.
for that matter.
What women loctir for in a cig-
wet has become the increasing
concern of tobacco marketers.
and with good reason. In the
1960s. fewer then one-t It ird of
the country's smokers were
women. That number has since
swelled to about half, or 30 mil.
lio
Zkletling the,orists speculate
,hot more:omen ore taking up
smoking i order to cope with
cm-th'-_~`b prem-es, which a re
growing long with women', -c-
celerating Participation in the
Ituiness world. The Federal
Tr:de Commission in its May,
198s report to Congress ".
";e t&f'
c-ig. t a dvertising conClUded
that cigareit Advertising is mak-
i
ng e fom% to market especially
f
t. d',I,-nt A rid y.,-g w--,
Ib.ling that
It ttathe "ongoing
vov%-th mal e . nd,ed. tati~-
tIcs Cited int
tw h:t r port reveal
hat hilt, to , m.king is level
Ing out and in some clem-
graphic sectors actually declin-
Ing. the number or ymng female
%mokern in on the rise.
-me. picked up 1h,-
a bit and thei , ., be,!,
A., t
grew. they -smoked
h,'h ni' 9 -e- A r
te
rid m.nth I b, rid
rThey still
then on the me ket.
Morris
do. But in 968 hilip
.Pindustry
revolutionized the
-hen it introd ced a new con-
%
".pirith: first cigwet exclusively
mint et~, d to women-Vi,gi.i.
Sl 5. Virginia Slims fit what
our research told us ladies were
Iroiking for. It had a lot of style.
an it was visually different.
Jd
r.
assi es C. Bo,wling. senior vp ..i d
stant to the chairman of Ph
lip Morris Inc.. New York, re
calls. It also happened to come
on the market at a most ppor-
tune time. As Mr. Bowling says.
'Timing is everything.'
Since then. competitors hav
W'f.,
in troduced t heir0Mal:
appeal* s-okes, and the category
continues to be actively and ag-
gressively muried. There is R.J.
Revoolds Tobacco Co. ., More
Lights I(ft. which hit the mar-
ket in J oly. 1981, rid became
thefas t growing major cigaret
t"
brand in he country o ""I-
growing by -1111 32 accord-
irig 10 Martin OTlowsky, vp'
brand marketing with Reynolds.
The campaign for the long. thin.
beige cigaret is targeted strictiv
toward women, especially the
18. to-34. year -old female Who
considers herself to be sophisti-
cated, well educated and up to
date. Reynolds even offers an al-
teirrititive for t he more mature
female (34 to 44) who's looking
for a lower-tar cigaret. That
product is Now.
Other well known wornen'l
brands include Liggett & Myers
Eve and Loriliard's Max line. In
addition to test marketing Max
Slim Lights in Portland, Ore.
and Phoenix and Tucson. Ariz..
Lorillard is rolling out nation-
wide a new women's cigaret.
Satin, after test marketing the
brand in Denver and Milwaukee,
A variation on the long, thin
smoke. this woman's cigar .
claim to fame is a unique satin-
like filter tip. The Campaign
draws; attention to that innova-
tion with the theme, "Spoil
yruirsielf with Satin."
Says Sara Ridgway, vp-public
relation.% wi th Lorillard, 'Satin
is directed at the women who's
self-confident. related. realizing
her goals.' Lorillard also reiur-
,,c,,1 . 1170. product. Maver-
ick. rid ,p-ti..ed it for he
', -k.., - -.
women -h.1 n-
arently a
b rr e ~ d p
eed th f'..w.01: mp et was not
e ark
,
ei ready for, since the promo-
t
y n has novv been scrapped
tio
0,,,,.-11. however, the to.
acco companies still p1.
to continue targeting the fe ale
audience. Reynolds. which is
mid to be planning several new
product introductions for 1983.
belie,es that the women's mar-
ket still plays a major role in
terms of opportunities. "hope-
fully at the expense of our com-
petition.' Reynolds' Mr. Or-
lowskY 38YS half jokingly.
Riding the or t
crest he
women'R market -i Lh
111- oldest
entry, Phi orri is confi
d is lip M r
ently br cro the antici-
p ad
p!ted competition. No, .,Iy is
Virginia Slim, the top I, ling
cigaret designed for women. the
Philip Morris philosophy ap-
pears to be the more the merrier.
Senior corporate vp Mr. Bowling
.plain,: 'Crowding the cote-
Cory with competition some-
It imes elps, the original. It m-
h
sites more interest in a category
vou ilreadv dominate.- At any
at,. tobacco marketers believe
that worn enwi11 con tin ul to
wear (-Wear a Max today-). u
r ~~i
uriate in ("Spoil yoursel th
Satin"), and rally 'round
(_You've om , It long -y.
bativ-) their favorite brand .
Until recentiv, the inclustrv
seemed 1 0' feel equally'
confident about the low-tar cat-
egory. To de mons tratetheir
confidence. the three major eigs-
ret companies 1R.J. Reynolds,
Philip Morris and Brown & Wil-
lia.,.n Tobacco Co.) were said
to have spent close to S.100 mil-
lion in 1981 just to advertise ime
low-tar subsegment-ultra lows
-according to Leading N It tinnal
Advertisers. Brown & William.
son the largest ami"unt for
zinv =t me,
uroduct int'odu,-
uori in hi&t,,rv-npp-im.tel,
$1.50 million-when it dramati.
cally threw its support behind
its llarcla% brand. accr,rding to
Walker M,r,,mAn, ,p-di-t-,
(if communicaLki- with the To-
bacco In.%titute in Ws;hingLon.
The hold up.~,.,t did manage
-1, the N... 20 position fo, ir.
ret %alp% in the indus But
C-)
N)
CD
C)
BAT Industries document for Province of British
Columbia 23 April 1999


20
Ao-q,
all. the --,
ri,luitll~ registered . decline ..
market share during the last
qu. r, , . f 19H2.
on'. Vhdip Morr, is no,
".iie ,
lar:n,'~~.ell iLh its
tiltr,idow entry.mbridge. B:"
t
the tolinc- giant ifirogs that f
with telp ff
his lanation bv Mr..
9-ling- "Cambridge ;s a
ac(:,)rr, Ii,
g,c entry that hed its
porpo- Around the Ii.m. it was
introduced, several people were
Aready marketing exceedingN
product.. In . business
thi% competitive, one cannot he
excluded from anv new or grow-
:ng category. As it turned out.
uhr." Iow is not a Category Of vi-
hrancy. But we have to be pos,
t.
ion
cnn,:d the~rr in case it should be
one,
P
ii Morris, ~ow-er. car,
li ip
.ell lo d to accommodate one
or t_
hangers-on and even an
occasional dud like Northwind.
PNI's recent fors y into free-
-nd ng menthol terrltolv that
fizzled early in 1982. The rea-
'or" Philip Morris is the proud
parent of Me, it ci-ets. the top
selling. free-standing low-lar
~ ndith Count r, ,
h rane. ,, cri t
-naged to bump American
Brands* Pit it Mail to take the
""thposition in the industry.
Ptcording to the Maxwell Be'
port. Its ultra-light ifX)s exten.
,ion .,.nt nati ... I in 1981.
One surefire way to reach con-
'ume rs in a myriad of rruirke,
,,,m,nt--, is .-gh just , his
tvpe of line extension. which is
,ncreasingly being itipported by
f.milv hr,nd :,n1ver1.sin,. I<..L
regu IrwithK, .a nd Camel
.ilh Camel Filters are
- exam-
pl"
-F,. products can claim to
".a 1h all market segments. but
Z. fl b0 ro capce, tainlY boast
thiit it comes cl-e with its ex-
tended family. Besides hein Kthe
No. I cucaret brand in the world.
.1 hoi,mu.
A cig,ret meant for the di-q.
crimina ting female smoker.
Mitr1h.- h- been -11-1v
successful at line extension. It is
available in a box. a soft pack.
regular. 10%. low-tar, full-flavor
and menthol.
-~her product is so diverse in
the ketpiace. it just happens
to reach all the segments." Mr
Bowling ays.
Then there are experimental
products like Reynolds' newl y
launched Bright. Desicr
ibed .3
being a "taste that goes beyond
n-thol.' Bright. with its new
taste characteristics. is designed
to appeal to a market ~mrrienl
looselv described as male and Ie.
me I'. 18 to 34, many of whom
me'. already 4-oke a menthol
p,,~du-
Claiming that Bright fills a
perceived need in the market-
place. Reynolds* Mr. Orlowilty
believes the company has
unique. pre-emptive opporto-
nity in a new category.-
Reynolds has successful Iy
w_d the in arke t with an old
product directed at new market
segments. notably today*.% young
male :udience. Camels have
been found since 1911. But
Advertising Age. February t. 1983 ju S ;
SATIN STYLE: Roughly 80 editors of top consumer
and
trade publications recently were treated to an
individual
11 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 -spoi 11
them. an allusion to the new smoke's ad th-e.
"Sp.,11
yourself with Satin" (AA. Jan. 101. The
velvet-covered kit
contained a bottle of champagne. a box of Godiva
choco-
lates. a long-stemmed glasis. a Satin cigaret
lighter. two
packs of, Satin and an audiocassette about the
product.
Carl Byn r & A-ates. Loriflard's pr shop. handled.
Advertising Age. J.n..,y 10. 1981
even the-ugh thev are ltevro,hl,'
olde.t h,and family. Camel, had
h"n virtually deserted by the
many over the years
who rev
ertpd to filters and low.
ta-
1':,el ,e mde , cl"'roej
f :r' _ in , re _.' n,
b,
c. 1".
and axgre;s:-.-e1v p-moted The
famil- dromedary placed fifth
nationwide. a !3' growth in
just one year. 1981."'We did , ,or
homework with Camels. W th-
oul changing its heritage. taste
and qualitv. we borrowed frnm
the success of the past and
created a new advertising
image." Mr. Orl-ky explains.
he creation of strong
T
images has indeed hecnme
r
one o, the most important fac
to's in the selling of cigarets.
Target audience%. once defined.
are pursued in various media
blitzes. Once those were limited
to the print mecia. Today, they
include car race% (Camel). fash-
ion presentations (More). skiing
promotions and inner citv con-
certs (Salem), jazz fes11,1:1
I K..I , i va s
,~,..,nd ethrii, f~l
Wins . to name ' few Each
event is married itu. or created
for. the target audience.
Thes,e strategies have served
the industry well. hut there are
th-e in the business who feel
that selling riKarets successfully
need nut he based on these iron-
clad approaches. RA. Revnnlds
and Philip Morris. for ex
are decidedly less dogm=71,en'
their approach toward M arket,
ing.
Firit,,the issue ;f segmented
ar It. ng. -Adv rtiiing
never meant to appeal to a par-
ticular segment. It is simply
designed to symbolize the char-
acter of the brand itself." P%I's
Mr. Bowling says. -Those of us
who worked 'with Marlboro
HAmatjRc.-German tobacco giant Reerntsma has re-
Ilionded 'a disappointing results for its
American-style West cig.rct.
I" "'hed in 1981 with a record S22 million in
sup!~,rt,., by pulling the $5
million acc
-,it .., of GGK A n- S,.cv -11 ki~ un-,l 0- --k
vo.Id no, all it an ,d% ...... nx
---, but . product %ucc--_
A, evidence. he point, L,,
Nlarlh,jro'i No. I standing in
m-keL, like Itaiv. where not one
nickel has been ~p- in ad,,,
image creat,,r,
Burnett. once said that 111
ad-rns- d-- m g,, he
surrief to trv nne pa k.
B'_ ling -.1k -If
..,nt
ever- old I'. e bo I
just one pack.- he ch uckles.
For the future. RA. Revnnids
plans broader and mor" bal-
anced emphasis for its ful I-fl.-
vored and low-tar style,. accord.
ing to Mr. Orlowsky. Three
vcars ago. Revnolds began to
%hift its medi:,emphasis away
from magazin
a media cat
gorv the tobacco
company st 11
dominates. to newspapers and
OUL-of-home.
Calling it "market prell"Cl-
strategy. 'vfr. Ol-liv Claim.
newspapers give Reynolds a
greater level of focus and con-
centration on a market by me
ke, basis. The approach ha al~
I-ed the company to expand its
media resources. a majorehal-
lenge for an industry rd
from the airwaves.
KX. Dey, president of Liggett
& %I~ers Tobacco Co. succinctiv
sums up where he think, to.
harco marketing may go in 198-1.
He believes the industry', mar-
keting priorities will he "to
maintain business in light of
federal excise tax increases and
promote current brands with
less emphasis on the ultra-lows.
~,hiciiwlly. well be mnsolidatinK
ere are.
Anna Sobc--yuki as a [Vhea-
ton. IX-based free lance ~fer
and frequent contributor to
Magazine.
Adleltillng Age. Flb-a,y 14. 1983
PM will expand cigaret
nationally in Germany
Nit,',1CH-Philip Morris GmbH is
going national in Germany with
the Philip Morris Light American
cigaret. Agencv is Luerzer. Conrad
& Leo Burnett.
Urider the slogan "Win a voyage
to the future.- trips to Cape Cara-
Fla.. far he launch ng of the
n_ spice shu it)e_1 beta wa rded
by lottery. The brard is already
ir, "a-e French. Itai-ri and Benelux
markets
N)
rV
(Z:>
C)
-J
N)
X:`
BAT Industries document for Province of British
Columbia 23 April 1999


I
T Industries document for Province of British
Columbia 23 April 1 -*1*]