Tobacco Documents Online

Y 90(2[AL SMO[<ING PROJf]CT 1977 - 1978 MARI<ETING PI,AN Topics ~o h~. dis*:u~ed: Overall Objective ~trate~ies A. o~hor~ Term R, bcmg Term Shor~ Term 1, Act] on Plan 2. Progress Review 3. Tim~abTe 4, I~esource Requirement Analys~ Lon~ T*,rm 2. Pr'ogress 1%evlew 'Y[ met.~.bte 4. Resource Requirement Analysis ~tl1~lln~.ry o[ ~,~,qn&~ngent I]ecisio[Is l~equested TI,~ elcgplll.~d lx~l]*ok]Short rd:'mo:'~ndLnr,: '"Fh~" F~[f,!(I.= o[ iZestr ¢tions On Current ?hlrkotin~, ~,16 hlarketin~ 6/1177 Social 51-noking l'roject {5:ql'} JF ~:inll5 <'re,riled. 6/3/77 A~signlllent givel~ to M~C~nln l~,<<r1~ml, ]no. 'I ; £ ti~ 8hni~ortown Pre~entation • . .. • [- F.F. -- A: c%

| IOVERALL OB,IECTIVE } [~eVCIOD a[l[! ]nlr¢IdHc~ Stl1oklll[ Druducts lhul %dh I. C,~nt-r~Io aL l,,a~t 0,6% .~har@ of 17,arkp dnring their Jntrodul IIu V ~" eal', 2. I:rov~r e slT]olleFs wllh speclflc rc~ous wb~ tile ht-al d is either: a. m(~rc sociall~ acceptable to smoke dlnu oiher bra.nds ; b. mere i)e}'q~ acccNtable to smo~e than rlt[/~F br'&tld~, Additionally, these products will alloy/ l~ % to nmet We object:yes idcntifled iq lhe !<L~lhok/Shor% memo. These al'(: ~u.u~larizedbelow: "wIlh the colrpo'.mding of nega:iw~ pressures o17 %}le gtrokr~I", Ihere iS a SOl'i01/S ~lll'eal of u~*o~ion of 171s conlt0ence in his pleaauvablo pursuit (iF the smokil~g habit. Unless some of th~ so,'lal alld heaLLIi ,'l~gaults 011 [lit3~ are dciLecl~'d, or Ill(' cigareDu irl(hlsLl~ (tlil %~:LI~ of i{~dir cl'tl ) ,';tu pruu-de him with some defenses, a dc'cJiuing illci(Iellce of srn0kin~ will be resuI73er~. " 'rhis projeel is designed to er,'ate produ~t-basad and posltion-based de~etlSCS, h~ U~

(" ( = Fs 7.¢ a1 S]]OI~ t gl~ 1, Ill 1, D~ve]op products u~qing available ~e~}llutdcEy 1hat meel" or exceed staur ards set b~' llldllSt',~ I"Pitics, specH'ic,'llly t~e Na1.ion31 Callc~r D'stltttto. 2. Develop products u~3ing ConveI][iO¢l[ll tcchtlo10~y tllat Mgna] people around the snloker [[l~t ~le smoker is ad~uslin~ hi~ covsu'npIion o[ e'i~nrettes [0 ~l~¢'{)17]nlodalC thPiT" '~rig],l~'. 3. Develop products or positions that M[ow [he SlIIOkeI" lo pO~c¢ive his ~01~'li~ption o~' f[~e product l~1~I'e pq~i ively l~ef[~r¢]1~eFs ~f ~h;lt [loII-Sll~(TkePS think. u~_w~jr c~I ~)UVL'IOp pJ rJd]Ac[~ [ll~! IIIIdL~[ (lr]r~ ¢1£" llll~l [. 1[ [h~2 ~.hove ~trategias but which u~ leehnol~i~ that rcptesellt a significant to radic~l dc, pa,'uJre [rr~n~ ClllVCn~ cig~re~le technoh%~-.

C 88P - ACTION PLAN Introduc ~ion This aetiotq plan will be presented in two Imt'ts. The tirat outllne~ the .~tep~ in :he ~ho~ term lah~G~ o[ the pro)jeer, 'rtlis sequellCe es.qent~liy ~ollows *the f0rnla~ ~ ~lt ill the New 1?roduct Developn~ent Pr0cess, Tb~ se~un~ part outlln~ fho ~te'D~ tn he followed ~ntbe Iallg teri-i pha~o of the proiec~ I~ecntlse ~hi~ seeantipgtz-t ene~n~lla~:~; so l~pdch b~si¢ I'c~4r'~re.l~ iIlto ~lq'lt0,1<c~i~ rrlo~ive.~, a.t~iLu,h!~ ~td behavior, it departs signif~c~i~lly l'y0rn th~ New I~t'o,luc~ O~v~]c~ll~eit ~ ]~ *'I/~'~'~"

( SSP - ~HORT TERM ACTION PLAN • - ,. _eL [ Ident1[ic~Iion oF perceived or unperceived consumer lleeds. Co_~l~±ion Dale Septcmbcr 5, Ig77 [~llcmale a) ~na[ysis ~f existing researcl~ ~n2cciall~v Ihc 24 B~andSlcdy and file Yanke]ovich Monitor. .b| Eyneetics PereeptoFlS~ectlcs d) TranMer Analys~s a) Whlie existin~ research has not 17oc~lae(I on the social ai~oldng isam, re-analysis, particularly in [he. ar<'~l of a~cr image and[iroduzt tl~g~e lla~torll~ roo.y sug~o~ area.g of a×idopatim, The 5'IcCai:n 24 Y/~tl<l Shldv atld footis griltip dis- " cusslons should hepartietllarly hel'fful. Will ~[1o':¢ rt~preserltatives of all diaciplincm to share {heir beliefs and fol~!~ hypotheses for [estln~ c) . Will alloy an initiaI mapping o[ holy C[II'I ~[~[ ~l'¢~ilq-ds are perceived !o fi[ il~to ,~oeial concern i~SU~E, Speci[]c ~out'ce of b~siness opport,mitie~ may b~ uncovered. d) Strong pe~aibiii~y of finding teleran[ [~"%geg Jn othe~* producl c&tegori~s ~V}l!¢'ll irony shed ligh~ on ,~SP. Hylmthetiea[ SI{I[Cl leEi Of SDC[RI needs and OF ih~ smoker descriplion ,q

• GeIl(/~'otc aUU SUVc'Vn alternatb~,- eonur!pts t~l ~tdr!r~;~ a dofhlcd p~l.e.~iv,2(l I~p In~] 2)?~.~ve<1 ~o[i~, ~cr. z%e~. {] ; [l]il iLt.I ~aCt'~£: c_o_nc_et~tg_w~[l t}l!tlze ex!stin~ I)raduct teclnjG[(',~jus ) .... .Tanu~r7 30, 1137£ T e~ha~ ~) Assi~l~nent of task force. ~) h] 5tatc~f-lh~rt ~na[ysis/ b) bralnst oi'n~t~ {~. c) Stage [ concept ~creening. c) }~atio~al.= TbP imllsu&l perspective required Io l)uz•~tle SSP will rcqui~'c unusue]ly detailed involvement o[ al! fm~cti0ns ill th~ i~vc,j~i t Jroi~! tt~ outset, I11tcIl~ivc ir}e&li~rl n~&y reveal ±ne~-ns ol &c[npting current t~ch- l~o~ogies ~v~fl~ble w]th£n B&W. B-AT, c].~ewhere in the industry, an6 sul~1~lie~ not~ork that c_an }~ adapted I{~ ~I°. (There is & prcl]~nln~Ty indlc~tio,l that s~cral ~-AT pro.iccLs mayhaveap~llcatlon. co~]illttq~c&}!]e is Our probleI~ st&lezl~L[ ~l]d how r~l~v~ &re OIITC 5ol1~fh~ns. ~his sta~e wiJ[ be part[cula1"ll" sensitive for ~SI~ due t~ the difficulty o[ e~cp~essin~ con- s~Inl~r pFr)i~l~I3S with~z ploduc~ s:a~nle11! u~Lhout identi~ng the QFOdUCt CC~C~pt Ll~Ider discussioll wt(h lh,~ [~['ohlam (as opposed to ~h~ snlutlml)• .d} d} The ii~( Iilsioll o~ v!su2] st~ntill (name &nd pack) will b~ uz-it[v[d si*tc~: w~ anliclp&te that the tzO~ll]llllt~ic~'Ition o~ out pFoil[c~ l~ay I~ ~J]t]1~l~c~ non-verbal [or I]H~ 68010~47a

f 8pecifion]l5, defined problems and solutions (cEtu,'cpt descriptions) ~h~t will prE~vlde th~ ba~ts for ~tep Three d~'~,~p~llenl of a cons~r~ez" "offeri~. x - .i .% Develop aria Sol"Cell consumer offerlrI~. C~/etion Da~e April 3 1078 T e~hll [~e a~ Focus Groups a) Quatitativc ~,xposure of product and package protokypes w111 allow ~x[llorali0~ 0f their sNrnho]isln as it applle3 to the stated product ~etleflt. Sglne ~ppile~ to 11~Dle optton~, ~fhi~ stcp allows ref{nem~nt ~f pack/n~me coi~h~- r1~tion~ b~(o~ [hey ~re s~nt Jll~0 quantilatiw~ te~ing. Thcl~[!fl~n[ng~ ~Fc'~,~a~v~ devel~ptnent c~n a]s~ IIC exposcd, a vtt~ily ~mpor~all[ stop d~e to ibe tnnport:tnc~ of the r~o;l-ve~'b~l aspects of~SP Shcrt T~rr~, b) Va!idation ~f rel~i0nship of name w~h ~pp~o~ed c0nc~pt 0f2eril1~, c) Valid~tio1~ ef relationship af l~ack to approved concept offerlng~. Note: In ~ddlLi,,u hl name and p~ck protolvp,_'s ~h~ stage calls [or ~ availability ~[ prototype product. 5incc no major product~ dif[c~cnce is cxpec~edin thia short ti~rrn pd~;~e ~£ tim proje~t~ t~o unusual developtn~,l~[ ~r~sts ~t'e ;lg~dlcJpaled. -- One or more nan~/p~ck/prototype prod,mr combinations with ~asic crea[it~e elements designed te communicate the defined problem/solutions d~fined by Step T~o. -

f f " # S_t ~]L4 Evaluate alter.alive consutlTeF O£[DFIllgS to d2[CF!llill(2 inttntiorl to C_oo hi j: t e t i~ II_D!~ tc June 1~ 1978 ~ echni~lu~ ~) Trade-Off S ludy Siraulmtion h) Trial Predictor h) R~lt onFJe E~lil~i~ o~ ~h~re of rn~rk~t ~cltel2~i&l ~rl~l soLlrce of busiI1e~g~ W~]I allow identification of tile sing!i! ccn:~um!~r offering thai has tho ~reatest lrial potential fful] product prototypes aild ~emi- comp advcrtislng will be required as test sHmuli. Identification ~f the line.[ candidate for dr'vcJopt',cl]t all ; launc ~, step_ _ Development of advertising, product, packaging and ~rarketing plan~. Corn E!c~ion D~te A~gust '~, L918 b) Product DcvcloFment~. Testin~ Ra:iauale the ~l'q:' ovcd Stl"aLcgy will be (it'v~'l'~l)nd ,%11d teste~,] to s,2t~ct the ~ ~p~,i~a~ for us~ h% ain~u!atcd (or hctll~l) test ~az'kei ant" rollotst. b> ~clc~tion ~r ~pccific protluc~ with ,,¢~ tli~ most appropriate product character] ~tic~. c) AdjProfluct Test c} Auprais~ the fi~ af the product • . ~ an~ i~'olll,l!t~n[catlons p~ckage. ES0102475

C • £ Ouh~u~ ylni,sh~.'d cof~. 7 cr cJffcrlrrg for evahath n nn] ]~ul7¢ b. s_t_q p~ Dctermil~c share, (os% and tinlcto obtain sl,arc. TechniC. al Simutaied Teat lX[arket o.utj!K~ I~ ationake Asaumhlg ~hat tbia product does not ~ncmrporate a major desiRn bFcok[llvou!~h, but t'a.thc7 n po.~itioning l~reakthrough, it will be d2sira.hl~? to a~/0i~ a~ visJbl~ Lc~t n,arkcl ll~l could ~ivc major c~mp~!t~topl [iF/~OtO react. BaS~S [or national launch decision. S_t_ep_? l~.ceorl~sllcndat]otl ol los+ market ar nation'll lct~lu b lm~'c,d on pr'oduct "perfornl.~cc in SI~p O verslls the rnagmitudr, ~[ li~nr'ia[ 01~d leg~l risIc 088QCtdlud ,~ ~12[i'odl~;t]lql of the psud ,c~. Con~!iou O2te- October I(i, 1!!78 ~×ec,ltion of test n~arket or ~a~ional lausch. G~ e-

( Jmnu~ry 8, 197G "Techni ue ~) Molli~or ~n-17~arket perforr~arlc~ a) Evatualion of market will allo~v Iaetlcal flexibilily, especially pron~etion~l spending to optinlize ~hare ~volu~e growth, Trmnsfer of (he ne~v i)rcduc£ to an established f~r,~nd Group - J~no~Lry 2Z, |97~. r 0e