Tobacco Documents Online

BAT P DUSTI IES Wlf~0sor House 50 '~';cIorl~ Sire(J! Lo~qCcP, S~/1H 0NL Telephone 071-222 7979 Fax 071-222 0122 .... BY FAX ..-... -2 ?. " -."" Many thanl~-for the'inltial draft:of thelnark~ting plan. My,remarks and . • -. questions are also initial and perhaps superfluous onc~ I have se~n the final plan. i_.- :.,_-~..: "I~oughlIwo. put:th~mon~per~so ~m~ hav~.aLgo.at.thvm'.':l :=. ...... .'--~" ..-. ~-:': apptecii~t~ thedifficulty of colle~ng informatioa on.this • ,~- : ....... _ ~.... difficulty of formulating a plan on limited knowledge. However, .we still need :-.-. ::: ', ,'-.-, firm and aggressive strategies and-plans to attack.this in).~'e, sting, market. 12...-. Total market estimate ~-:: .-- : 'i" " " :~.: :Tlmestimal~ of 80 bns market demand seems cons~-vative if compared : • " . ,. with consumption ~ capita in Hungary .and Poland. If this market ) .:. • ..... :..~,. • demand is not satisf-md ever. a longer period, it should_be questioned #.;, :~ -~ .- .. " .. -. ~S--'.'whether this theoretical demand .will not disa~? Only in year 10 the ::. ;: .~-. :." : ....... plan axsuraes that supply covers demand.. What is the reason for this long _ period?

• . " -- . ~ PerhalJs Excise is dealt with ureter 'Finance,. _Wha~ is needed is a : .... . -. ': - ~.-.~sUzmgy"for excise and tax. :The tr~de m~xgin is.25%.. Ofwhatelcment.'/. . . ~ .... • .... ...... If it is cx-f'actory or RSP it seems high.: :I~fl~-m a stram~,y?.. W'hat is tbe .... .. ~, .....-. = .. .... - :. outlook for future price increases? Brand strate~es Under this heading, it is assumed that it wRl take until the end of the plan period before the production capacity meets demand. Is this realistic and acceptable for a young mar~t economy?. Slzould we not anticit~a~ m-ong ........... ~ -.~.. ~:r.: -:. ,~ . ~. ....... competitive acfian~fthe shortage ofpr~dacta:ontlnnes anylan~er titan 1 . :. • . • " .... ....:-.... 2.years, from now?

~. ._ ' : The size of the Field Force is based on the assumption that only at the end .. ...~ :....,..:,of the plan period the economy will haw changed from a buyers int~ a ..... ' ~ ~.-.: sdler~ market....--Isit probably-not bctxcr to use tl~'assumption, also .- - ~ ,., z..-.--=,--. :...:zncnfion~duzzde.x.tlxis.he.~ling,zh~ Xhiz wln.ta~ ~ e~rly,in the plan .... . p~riod?.. ..... .- " .- These ar~ my first observations. A. van Waay u ~ =.:.Miss ~... Johnson -. ~ Mr. D.J.._Pearce CD