Industry-Provided Depositions
Brown and Williamson Tobacco Corporation vs. Philip Morris, Inc Volume III, Continued Deposition of Nancy G. Naughton
Abstract
Deposition statement of Nancy Naughton, Capri Brand Manager for Brown and Williamson. Questions at length the strategy of cutting advertising spending in Capri between 1989-1990. Produces textbook marketing principles stating that increased spending for marketing increases sales. Argues that Capri did not lose appreciable market share from vastly reduced spending. Identifies Virginia Slims Super Slims as primary competition for Capri.
User-Contributed Notes
Fields
- Notes
Original document code was 493.
- Minor Subject
- Advertising and Marketing -market share
- Advertising and Marketing -media spending
- Advertising and Marketing -research --survey
- Advertising and Marketing -target market --female
- Brand -loyalty
- Brand -switching
- Cigarette -design
- Legal Issues -litigation
- Advertising and Marketing -media spending
- Site
- Minnesota litigation
- Target Market
- Women
- Marketing Type
- MediaBudg
- ProdDesign
- Type
- Legal- Deposition Statement
- Non-Industry Publication
- Major Subject
- Advertising and Marketing
- Brand
- Author
- Naughton, Nancy G.Established Brands
- Brand
- Capri (PM)
- Virginia Slims (PM)
- Virginia Slims Super
- Virginia Slims (PM)
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ORIGINAL
461
UNITED STATES DISTRICT COURT
FOR THE WESTERN DISTRICT O~ KENTUCKY
LOUISVILLE DIVISION
BROWN AND WILLIAMSON TOBACCO
CORPORAT~0N
vs.
PHILIP MORRIS, INCORPORATED ) VOLUME
NO. C-89-04740-L-B ) PAGES 461-677
CONFIDENTIAL
Continued deposition of NANCY G. NAUGKTON,
held at the offices of Fish & Nea~ve, 875 Third
Avenue, New York, New York 10022, commencing at
i0:i0 A.M., Thursday, September 1.0, 1992, before
JOYCE G. ABELES.
230 Par~ Avenue
Sui(e 847
New York, New York 10t69
212-490-3430 Fex: 212,-4~).-3534

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APPEARANCES OF COUNSEL
FOR THE PARTY BROWN AND WILLIAMSO~
TOBACCO CORPORATION:
MORGAN & FINNEGAN
BY: JAMES W. GOULD, ESQ.
345 Park Avenue
New York, New York I~154
FOR
THE PARTY PHILIP MORRIS, INCORPORATED:
FISH ~ NEAVE
JOHN M. HINTZ, ~SQ.
875 Third Avenue
New York, New York 10022
ALSO PRESENT:
KEITH TAKEDA
NOON & PRATT

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463
NANCY G. NAUGHTON,
having been first duly sworn by
JOYCE G. ABELES, a Notary P'ublic
within and for the State of New York,
was examined and testified .as follows:
o0o
EXAMINATION CONTINU~ED
BY-MR. HINTZ ...................................
Q. Ms. Naughtcn, it's a silly question
we often ask but you are the same Ms. Naughton
who was deposed earlier in ~his z~ction?
A. That's right.
Q. Since that deposition, which was May
14th and 15th, have you had any c<onversatioas
with a man named Dennis Dugan?
A. No.
Q. How about a Dudley Smith?
A. No.
Have you ever heard ~f either of
~hose gentlemen?
A. No.
Q. Have you zevl~wed anT deposition
NOON & PRATT

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NANCY G. NAUGHTON - CONFIDENTIAL
transcripts from this case?
A. Just mine and some of Bonnie
McCafferty's.
Q. Why did you review s,ome of Bonnie
McCafferty's?
A. Mr. Gould and I just went through
it, little portions of it.
Q. Did you ask to see ilt?
A. NO.
Q. Have you reviewed an~ expert witness
statements in this cas~?
A. No.
Q. Let me Just give you some names and
see if these are familiar to you :in relation to
this case: Dr. Hausman?
A. No.
Q. Dr. Meyer?
A. No.
Q. Mr. Zerschling?
A. No.
Q. Do you know a person by the name of
Corky Newton from B&W?
A. Yes.
Q. who is that person?
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NANCY G. NAUG~TON - CONF'IDENTIAL
A. Right now she's in MIIS, used to be
director in marketing research.
And what is her part.icular area of
expertise if any?
A. When Corky and I wor'ked together,
she was in marketing research.
Q. Is that MRD?
A. That's right.
Q. And when was that?
A. I.don't remember the
full time frame
we worked together but it was up through April of
this year.
Q. Do you have any deal~ings with her
now in her new position?
A. Just a little as far as systems are
concerned in terms of purchasing ]PCs, issues like
that.
Q. What are her responsibilities now,
to your understanding?
She handles
O-
terms of
A.
I don't really know ~peclfically.
a lot of the systems work.
But your interaction with her is
hardware and software?
That's correct.
NOON & PRATT

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NANCY G. NAUGKTON CONFIDENTIAL
Q. Acquisition and purclhase?
A. That's right.
Q. In your dealings witlh her, have
those dealings involved creation ,of software
in-heuse at B&W?
A. Well, that's not -- :in terms of
getting ~nformation out of our ma:in frame and how
that's structured, that's an area that I would
talk to her about if I had a ques~tlon.
Q. Let me hand you what"s been
previously marked as Exhibit 707. Have you seen
this document before today?
A. I don't believe so.
MR. GOULD: You should look
through all the pages.
THE WITNESS: Oh, ~es, I did see
this yesterday.
BY MR. HINTZ:
Q. And if you turn to the third page,
what's called Schedule A, you'11 see that there's
an item 8 regarding B&W's Bal~imo~e heavy spend
program and other B&W heavy spend activity, do
you see that?
A. That's right.
NOON & PRATT

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NANCY G. NAUGHT0~ - CONFIDENTIAL
Q. Is it your understan,ding that part
of what you're being asked to do today is to
testify on behalf of B&W regardln!g that paragraph
MR. GOULD: Ceunseil, that's
subject to all the objections I m~ade of record
during Mr. Fitzmaurice's depositi,on with respect
to generally B&W's so-called heav~y spend
activity, not related to reduced ~circumference
cigarettes.
You can answer subje~ct to that
objection.
BY MR.
THE WITNESS: I un~derstand that I
HINTZ:
Q. And is the same true for paragraph
9, that part of your responsibilizy or part of
our purpose of being here today is for you to
testify on behalf of B&W with regard to paragraph
9 of Exhibi~ 707?
A. That's correct.
Q. And paragraph Ii of ~xhibi~ 707?
MR. GOULD~ Again, subject to the
same objections of record.
NOON & PRATT

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NANCY G. NAUGKTON -
THE WITNESS:
BY MR. HINTZ:
A.
Q.
CONF~IDENTIAL
That's correct.
468
And paragraph 12 of IExhibit 707?
That's right.
Is it your understan~ding that you're
also here to testify as a cOntlnu~tion of your
individual deposition that was taken earlier?
A. That's right.
MR. GOULD: Counsel, I don't want
to have any confusion as to when Ms. Naughton is
testifying as a 30(b) {6) witness ~r as an
individual. So if you would tell me now which
you elect to start with --
MR. HINTZ: I don'~ think it's
possible to do one first and then the other.
MR. GOULD: I will not allow mixed
deposition, counsel, I will not a~low that.
MR. HINTZ: Then you may want to
seek a protective order because I"m not going to
operate under that procedure.
MR. GOULD: That's the way the
rules require it.
MR. HINTZ: Read mR the rule.
MR. GOULD: When y~u notice a
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NANCY G. NAUGHTON CONF'IDENTIAL
30(b) (6), it's limited to ths categories and it's
clear the person is testifying as a
representative of the party. As .an individual
the testimony is not limited to tlhose specified
categories and in that
as a representative of
Now, that
case she i~s not speaking
the corpor~atlon.
is the pra,ctice that we've
been following throughout the cas,e and that is
the practice we are going to foll~ow now.
MR. HINTZ: It's n~ot true that the
rules require that. There's case law that says
when a 30(b) (6) witness testifies., raises their
hand and swears to ~estify, they ~can testify and
they can testify to all matters t~ey are asked to
testify and are net limited to 30 (b) (6) matters.
Secondly, that has n~t been the
practice in this action. And fun~tionally, it's
going to be difficult to do that because we are
talking about different matters amd differe,nt
times and her individual and representative
capacities are going to cross. So to the best we
can, we will try to make it clear-
MR. GOULD: So you"resaying
yoU're proceeding with'both simul~aneously here?
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NANCY G. NAUGHTON CONF'IDENTIAL
MR. HINTZ: Yes, e:ir. And to the
extent we can make it clear --
MR. GOULD: Then, counsel, I will
have to interpose objections when.ever I think
it's appropriate, whe~ever I thln.k this is inside
or outside of the scope and I will have to do
that with respect to every question since you're
insisting that we proceed that way.
MR. HINTZ: The alternative will
be to double the time that's required because we
have to finish the individual and I will have to
ask all those questions and then .we will have to
do the 30(b) {6) and I will have t,o ask all ~hose
questions again.
MR, GOULD: You do]n't have to ask
the same questions. If it's done under the
30(b) (6) and the topic is covered, there's
absolutely no need to reask the s~ame questions as
an individual, counsel. That's am absurd
suggestion.
MR. HINTZ: Are yom saying that
Ms. Naughton's individual view is the same as
B&W's in all instances, that her ~view is no
different from the company line, ~he company
NOON & PRATT
GSZ l.3 84
