Tobacco Documents Online

HAI~KL'TING ZN TIIE 8O's : TIIE CONTRIBUTION OF R & D TO PRODUCT DFA'ELOPHENT _Delegates A. Preferably Harkcting Dirccl.ors or if necessary those having prime responsibilJ ty for Brand & Product Development within Harketing. B. M~ke£1ng Rese~ch M~agers. C. R & D representatives responsible for P~oduct Develop- ~ent ~d all~ed rese~ch. Compan J cs U.S.A. Canada Germany Australia Brazi 1 B.A.T London B.A.T. UK&E P.:tterns o~ product development vary £rom one country to ~,other, as well ~ ~he priorities given to particular introductions, lIowevo_r, the past two ¢.~nferences on M~r~etinu in the 8O's made it clear that there are certain develop- ,~ents, opportunitle~ cunsumer needs and concerns shared by several countries ~,,d extendln0 qui¢= £'aF~.~ly to others. In this respect, product development was ~e~It with as a p~o~ect but not examined in depth, ie. with ma~or R & D contri- h.utlon. Moreover, there, was an evolution in %hitting upon the marketlng/R & D relationship. We started with the original b~lief that R & D should 'list' the hazards, and tha'.~ products should be designed to overcome them (Conference I). Later~ ~£ became clear that consumer needs should first be revealed (together with the reassu~a~t~es, benefits or rewards requ£red)~ concepts developed and R & D then brcu@h% in to design the appropriate products (Conference 2). The main purpose of this conference will be %0 devolop further the contri- butlon Of "R & D %0 product development against the bac~cground of agreed strategies ~ arrived at durin~ the earlier Marketing Conferences. Related technologies, ie. tho,e stemming from ,,arketlns resoarch and R & D researc~ work will also be ex])lored, with the idea of sharing information on techniques and adva~cin~ their ~se in the interests of key Associated Companies and the Centre. Xf this approach, is accepted~ then the sequence and co**tent of-the Conference becomes obvious. In the light of past experience, it will be essential to discuss and agree • personally what is proposed with the participating overseas companies, in order t:o ensure their support and commitment. To that extent, the pro0rammo content " and contributions should be flexlble: the previe%- with companies will sl,ow who Js best able to contribute, a~d what sub~ects are seen to be really worth-wh~_le in order %0 advance R & D product development capabilities in the market place in tho shorter and longer BAT Industries document for Province of British Columbia 13 November 2000 BAT INDUSTRIES 00290397

Within the programme~ we should in general aim to avoid replicating the Product Knowledge Seminars (the purpose of this Conference is different in any case) but we can certainly develop and discuss further some issues raised in these Seminars. Outline Programme Sta~e I - Arriving at Consumer knowledgel Marketinq segments and Marketin~ briefs for product development - The smoking & health environment - The psychology of the smoker versus the non-smoker - The smoking habit: entering, staying & quitting - ~noker motivations and associated benefits - '~Segmentlng" the ma/-ket - The significance of Imagery - Smoking behaviour and product choice: Arl'ivin@ at the product concept S~.a~e II - Product Testing • - Consumer Product Testing: Fundamental research programme. . - Similarity Studies - Taste & Flavour assessment - Butt Analysis R. - Cigarette F~avours: an experimental programme - The mcniturJ.n~ of product quality Stage III- @roduct Design & Product Opportunities - League tables ~Id future requirements - product trends fol" the future. :" - Specific contributions from each Associated Company on future trends/Product stra~e~ieso - Product Ingredients: reducing the hazards (priorities) - Smoker compensation & product design - Totalproduct deslg, as a contribution to marketing (D~G. Felton (R. Haddon M. Oldman (B&W Louisville (Australia (R. Thornton (BAT Gm-many D.Clark~ Canada BAT Germany (T.Co Hanby, ~l'bnk (A.N° OEher (C.J.Pendry, M'b~ (& B&W Louisville B&I'/, R & D (Canada (J.D. Backhur-.+. 1-'ernitz, Boro1:ki, Gezlnany (R&D Southampton (M.R. Millbank B&N and BAT Germany Dr.S.J. Green USA, Canada, Germany,Australia Drazil R.E. Thornton II&D Southampton + Asso. Co.spea/~.r? BAT Industries document for Province of British Columbia 13 November 2000 BAT INDUSTRIES ............ 00290398

Stnge III (contillued) - Sidestream: its consumer significance - Oil-~ater partition & its marketing significance - Pr~orJtles on product development: Associated Comp~zies and role of the Centre (J.D. Badd~urst (C.J. Pendry (B&W MarketinO R&D Southampton General session. 21.11.77 P.L. SHORT BAT Industries document for Province of British Columbia 13 November 2000 BAT INDUSTRIES 00290399