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MA~TING IN ~IE 8O's : A REVIEW OF STP~TEGIES RELATED TO SMOKING AND HEALTH PROGRAMME Sunday~ 27th March to Friday! Ist April! 1977 G.S. - General Session T.R. - Team Rooms ~.OO- 6.00 6.&~ - 7.30 7.30 - 8.70 8.30- i0.00 Monday, 28th March 9.oo - 9.30 Sunda[~ 27th March Delegates arrive Chew~on Glen Hotel by 12.OO noon I.OO - 2.00 Lunch 2.OO - 9-.20 Marketing Policy on Smoking & Health: The key points. Conference objectives. Ms-. P. Sheehy 2.20 - 2.30 Working arrangements for the Conference P.L. Short 2.30 - 2.50 Introduction to Project I. The Consumer - Research & Information. Review and analysis of data provided by C.B. Dodwell ~.-50 - 3°9.0 The Consumer in Germany G.S. P.M. Binsham 3-20 - .$.50 Tea 3.20 - 4.OO Project I. Syndicate objectives and Q~estions G.S. C.B. Dodwell Project ~. Syndicate work T.R. Cocktail Party Dinner Project I. Syndicate work continued. T.R. The Benefits of Smoking - Part I. A review of the Scientific evidence Dr. R. Thornton. 9.30 - lO.OO The Benefits of Smokin9 - Part 2. A review of smoker perceptions of benefits A speaker from England ~rosse Associates BAT Industries document for Province of British Columbia 13 November 2000 BAT INDUSTRIES ..... 00290434

I0.00 - I0.30 Discussion on Benefits of Smoking G.S. 10.30 - 11.OO Co£fee 11.OO - 12.30 Project I. STndicate work continued ~.R. 12.30 - 2.OO Lunch ~.00 - 3.00 Project I. Syndicate work continued including T.R. preparation of written syndicate reports. 3.OO - &.30 Project I. Preliminary review of syndicate T.R. reports. Chairman: E.A. Rankin Secretary: E. Thomas Syndicate preparation of Presentations (Tea 3.30 in Team Rooms) &.30 - 6.90 Project I. Full session. G.S. The Consumer - Research & Information Chairman: E.A. Rankin Syndicate Presentations (20 minutes maximum each, followed by IO minutes clarification questions after each presentation) 7-30 - 8.30 Dinner 8°30 - iO.O0 Project I. Full session G.S. Chairman: E.A. Rankin Discussion and agreement on main conclusions and recommendations. Tue~da~ 29th March 9.OO - 9.&5 Introduction to Project II. G.S. The Product, Communication and Goodwill - Review of data provided by Companies - Brand and Product Development in Canada A.I. Kalhok 9~5 - 10.30 Communication, Publicity, Goodwill in the face ~f G.S. Advertising Restrictions. R. Haddon 10.30 - 11.OO Coffee II.OO - 11.&5 Product Ingredients and their significance G.S. Dr. F. Haslam BAT Industries document for Province of British Columbia 13 November 2000 BAT INDUSTRIES 00290435

11,&5 -. le.oo 12..OO- 12.30 12.30 - 2.00 2.00 - 3-30 3-30 - ~.0o 4.00 - 6.30 7.3o - 8.30 8.30- io.oo 3~ Project II. Syndicate objectives and questions A.I. Kalhok Project II. Syndicate work Lunch Project II. Tea Project II. Dinner Project Wednesday, 30th March 9.00- lO.3O lO.3O - II.OO II.0O - 12.3o 3.00 - 3.30 3 .,30 - &-30 Syndicate work Syndicate work continued Syndicate work continued. ToRe T,Re Project II. Syndicate work continued, to include T.R. preparation of written syndicate reports. Coffee Project II. Preliminary review of syndicate T.R. reports Chairman: M.W. Marjoram Secretary: E.G. Grant Lunch Project II. Full session G.S. The Product, Communication and Goodwill Chairman: M.W. Marjoram Syndicate presentations (20 minutes maximum each, followed by IO minutes clarification questions after each presentation) Tea Project II. Full session G.S. Chairman: M.W. Marjoram Syndicate presentations continued. Project II. Full session Chairman: MoW. MarC.ram Discussion and agreement on main conclusions and recommendations. Dinner Project IX. Full session G.So Chairman: M.Wo Marjoram Discussion continued. BAT Industries document for Province of British Columbia 13 November 2000 BAT I~DUSTRi~'g .......... 00290436

_Th~rsds~T 31st March 9.OO - 9.65 Introduction to Project IIl. 9.~5 - lO.3O Organisation as related to Smoking & Health Publicity Review of information received from Companies, with special reference to Germany R. Haddon Industry organieation and tactics R.A. Pittman I0.3o- ii.oo Ii.OO- 11.15 11.15- i~-.3o 12.3o - 2.oo 2.oo - 3-3o 3.3o - 4.0o 5.0o - 6.30 7.30 - Friday~ let April 9.0o- lo.oo Coffee Project III. R. Haddon Project III. Lunch Project III. Tea Syndicate objectives and questions Syndicate work Syndicate work continued Project III. Syndicate work including preparation of written syndicate reports. Project III. Preliminary review of syndicate reports. Chairman: G.G.H. Gilmour Secretary: A.M. Heath Syndicates prepare presentations Final dinner Project III. Full session. Organisation as related to Smoking & Health Publicity Chairman: G.G.H. Gilmour Syndicate presentations (20 minutes maximum each, followed by IO minutes for clarification questions) COffee Project lII. Full session Chairman: G.G.H. Gilmour Syndicate presentations continued G.S. G.S. G.Se T.R. T.Re TeR. TeR. G.S. G.Se BAT Industries document for Province of British Columbia 13 November 2000 BAT IN-'--DUSTRIES ........... 00290437

n.3o- l~..)o Project IIl. Full session Chairman: G.G.H. Gilmour Discussion and agreement on main conclusions and recommendations Lunch Conference Review Mr. P. Sheehy and others 2.00 - 2.90 Summary of main conclusions Project I E.A. Rankin Project II M.W. Marjoram Project III G.G.H. Gilmour Open Discussion. Further actlvi%ieso After tea delegates disperse. 2&z.1977 BAT Industries document for Province of British Columbia 13 November 2000 BAT I~DUST~IES-- ............... 00290438

PROJECT I : THE CONSUHE~ - |~ESEARCH AND INPORHATION In s~dicate work~ delegates ~re asked to undertake the ~ollo~ng: I. To review the data provided on Canada, Germany, Australia snd U.K.~ together with the results of any research already undertaken in their own markets and to decide how far the strategies and recommended actions set out under Section 1 of the note on the 1976 Conference on Marketing in the 8O's, are relevant and achievable in the various countries represented at the present Conference. 2. In particular~ to consider what gaps in the in£ormation currently available to companies represented, can be identified. 3o To propose what sort of research programmes will be needed to fill these gaps. To what extent should such programmes be designed to give regional or w~der comparisons° To identify any further strategies which are appropriate under Section It and any additional or supplementary activities which should be undertaken. To consider whether any assistance is needed from the Centre to enable countries represented to carry out the strategies endorsed or recon.nendedo 2~.2.1977 BAT Industries document for Province of British Columbia 13 November 2000 BAT I~USTRIES .......... 00290439

PI{OJECT 11 : TIlE PIIOD, UCT1 CUHHUNICATION AND GOODNILL In syndicate work, delega~ces are asked: Io To review the data provided on Canada~ Germsny~ Australia and the U.K. and to consider the strategies and recommended actions in Section II of the note on the 1976 Conference on Marketing in the 80ts~ and to decide how relevant and achievable these are in the companies represented at the present conference. 2. To recommend what are the best means of generating worth-while brand and product concepts° What is required in the w.ay of resources for this firs___~t~ conceptual stage~ what should be the role~ here of Marketing Hanagement, Harketing Research~ Product Development and Advertising Agencies. How should these resources be organised, what priorities should be set, and what time scales should be applied, so as to achieve creative thinking in this vital area. In connection with this: (a) to decide to what extent a trend towards lower deliveries has already occurred~ or is likely to occur in the markets now represented. (b) to identify which of the product concepts listed at the first conference are likely to have the widest application. (c) to propose any further product concepts which should be con- sidered. How well are companies now represented equipped in terms of technology - and what assistance is needed. What strategies in communication and in the use of goodwill have been more successful, or less successful (whether by Associated Companies or competition) in promoting brands with a health orientatio.n or lowered deliveries. In relation to advertising restrictions, actual or anticipated~ what strategies and actions have been taken in companies now represented to exploit the area of merchandising, and promotions, and how successful have these been. Nhat further restrictions should be anticipated in merchan- dising and promotions, and what opportunities does this leave. 2~.2-1977 BAT Industries document for Province of British Columbia 13 November 2000 BAT INDUSTRIES 00290440

PROJECT III : ORGANISATION AS RELATED ~ SMOKING AND HEALTH PUBLICITY Syndicates are asked: To consider the strategies and recommended action under Section III of the note on the 1976 Conference and to decide whether these strategies are relevant to countries now represented. 2. To recommend what tactics in this area are feasible, and most likely to achieve desirable results. 3- To propose what action can be initiated on an industry basis in countries now represented, and how should this be or@anised. To consider how publicity on the benefits of smoking can best be com- municated to smoker and non-smoker audiences. To review their own existing resources in terms of staff and organisation, m~d the adequacy of these resources for the strategies and activities seen as necessary in the future. Z~.2.1977 BAT Industries document for Province of British Columbia 13 November 2000 BAT I~USTRIES 00290441

FtARKETING IN THE 8O's CONFERENCE No.~ DELEGATES Australia De,hark New Zealand Venezuela Guatemala Mexico Argentina Honk Kong South Africa BAT (UK & Export) Ltd. ~ Millbank Group Products Manager Director, Cigarettes and 5mokinE Tobaccos Marketing Manager, Licensed cigarettes Chairman Marketing Director MarketinE Director Market Research Manager Chairman Chairman Marketing Director Chairman Marketing Manager Chairman MarketinE Director Chairman MarketinE Director Chairman Marketing Director Operations Manager, Marketing Department Marketing Adviser, Latin America Marketing Adviser, Far East MarketinE Adviser, Africa and Caribbean Brand General Manager, B & H (Overseas) Ltd. Brand General. Manager, State Express & Du Maurier Brand General Manager, BAT Brands US & UK Market Research Adviser J.C. Birkett H. Hallander T. Nagler G.G.H. Gilmour D.K. Thorpe T.E. Whitehair R. Ghysbrecht C.J. Dunn R.R.W. Stockwell H. Arechavala F.F. Boiero E.G. Grant M.W. Marjoram M.A. Mustafa M.G.C. Bolsover A.C.K. LeunE EoA. Rankin D.E.G. Kustner J. Stafford Smith A.M. Heath A. ~layer A.G~ Millett D.E. Beecroft K.G. GreiE W.J.R.V. Rose E. Thomas BAT Industries document for Province of British Columbia 13 November 2000 BAT IN-'~USTRIES ................... 00290442

CONFERENCE STAFF Consultants }'or U.S.A. For Canada For Germany R.Ao Pittman A.I. Kalhok P.M. Bingham Senior Vice President Vice President Marketing Marketing Intelligence Manager, Millbank Conference OrEanisers and Millbank Representatives (Tobacco Division) P.L. Short C.B. Dodwell R. Haddon Dr. F. Haslam Manager Marketing Services Manager Market Research & Information DeparZment (Conference Administration) Public Relations Manager Product Development Adviser BAT Industries document for Province of British Columbia 13 November 2000 ........ 00290443 BAT INDUSTRIES