Anne Landman's Collection
CONFIDENTIAL - RECAP OF HISPANIC MEETING
Abstract
This confidential Philip Morris (PM) inter-office memo is in regard to actions taken in the wake of an anonymous letter sent by a PM employee to Roy Anise of PM expressing concern over PM's targeting of Hispanics.
The memo recaps a discussion about how Phillip Morris "educates" its employees "from a corporate perspective" on its marketing practices.
The memo reveals that in such situations, PM will use its typical "broadening strategy" to deflect discussion of such difficult topics with its own employees:
"Karen Daragan mentioned that she would speak with Ellen Merlo about how to better inform employees on these issues (e.g.: Information Sessions, articles in the PM Globe and/or Happenings). It was the consensus of the group that our goal was not to focus strictly on Ethnic Marketing in these sessions/article but to focus on all of the issues..."
Fields
- Quotes
SUBJECT: CONFIDENTIAL - REcap of Hispanic Meeting
This memo serves to recap yesterday's meeting regarding the anonymous letter sent to Roy Anise re: Advertising to Hispanics.
RECAP Corporate Issues
As discussed, there was concern regarding how we are "educating" our employees from a corporate perspective on our marketing practices. With all of the negative publicity that Philip Morris receives, it is crucial that employees are aware of and comfortable with Philip Morris' position on issues such as marketing our tobacco products to adult smokers 21+ and not to anyone under the ages of 21. Research indicates that adult smokers are of different sexes, races and sexual orientations; in no way is our goal to "single out" an ethnic group for the purposes of getting them to smoke. Our advertising and marketing programs are directed at keeping loyal adults smokwers as well as acquiring share from adult smokers of competitive brands.
Karen Daragan mentioned that she would speak with Ellen Merlo about how to better inform employees on these issues (e.g. Information Sessions, Articles in the PM Globe and/or Happenings). It was the consensus of the group that our goal was not to focus strictly on Ethnic Marketing in these sessions/article but to focus on all of the issues...
- Company
- Philip Morris USA
- Author
- Ostern, Eric
- Recipient
- Distribution
Document Images
