Tobacco Documents Online

TA CTICAL PLAN Identify Catl Base: 0 Collect information on unknown universe 0 lltilize outsi~agency to canvas specif-rc geograpfiy • Tactical plan simitar to the low volume penetration plan MM ®

KNOWNS O Opportunity exists for a cigarette manufacturer to dominate, although at this time no one company does. O Population and tourist flow make area highly visible O Camel momentum appears to be sustained or growing (on its own) Q295 Q495 Diif Naight 18.70 18.10 -0.60 Castro 13.28 13.56 0.28 `S.F. Metro 7.47 8.12 0.65 M. Cal Region 7.20 7.59 0.29 O Increased receptiveness on the part of dote owners to Camel marketing/presence due to emergence of"Cfieaper" stores and Camel's natural momentum. O Nigh incidents of smoking awhdMV in subcultures O Naven't penetrated call universe adequately (estimated 600 calls not covered) 4ZiT Z08T5 N ®

® M 0 0 MANPOWE.R Current manpower doesn't allow for the level of account penetration necessary ® 0 Propose dedicated additional manpower (2 year time- frame) 4) 2 Territory Reps. 9 Report to DM N 100% Job Value 6 Company vehicle 8ZTZ Z08L5 M f:a a:" W ~M F o w

M ® M M 3. Consumers shop in traditional small foods and Iiquor but there are additional types of retail outlets C) head-shops ~ smoke shops(not Cigarette Outlets),,,,~, uj%~-,,xc4f2" 4-. Market is fractured ea C higher # of outlets C volume base significantly below RJR call standards due to store density i) collectivefy massive volume - untrackable and unreachable with traditional Structure ( ea'm 'N " 5. Current Environrnent 4) minimal Camel Presence C minimal product availability C minimal display C) No MA 0 ~,5FIs I 8ZI1 Z08TS ® 0 0

ap- 0 m A._,, :: ® RN 0 103A lJ/K ( i R (J JNf D, qDuringthe introduction ofRedKam% ad~~tiona/ %portunities to imptove C'ameiptesence became evidentin WVS'an Rtancisco ptopet. 1. ConsumerSubcultures C Alternative Life Style C-(,,4'" C International InflUence C Rebellious; Generation X - C Street People - More Applicable to Doral iW"'Al", 2. Camel has a higher sbare than in the general Marketplace. This was consistent in calts where we had the elements of presence/distribution and where we didn't • I-taight Ashbury - 22.6% S0M - Not S0C &OOae4-fV-) • Castro -10.5% • Downtown Metro - 7.90% • Northern California Region - 7.70% (AIM 12/30/95-2/28/96) ® ~ m U ZZII Z08i5 A £-

0 ® EXPECTATIONS ® v [ncrernenta[ spendingon manpower (annuatty) C$100,000.00 9 Salary 9 Fringe 9 Vehicle 0 Annual volume return 4)Current estimated volume - 4-61,000 cartons CVolume breakeven - +1g,200 cartons at $5.50 MAM ~ . &&4j-&U /v aZa p~~ /~z~nu Zr3J ~~~ 2 3" ~ ~Et~ GG~ GGblM~~N~v`.~40 Y'd WG~.UC~ 0 ,2cFn•%z• iNCO~asc Gi. loooc.<zeo ` ys~srvo c+nsi{eo = l f Zeo Ct1s . W §1 F

3P's O Establisfi product availability, display, presence standards for identified calls C Contracted displays ~ System (If or brand specifies ~ paX"ym~e~n~t p~rogra~m4dif~fer~ent from normal ~p~ar~er re uirements ~ In store presence ~~~' ~~K~-~~. ~9 product availability of major Camel brand styles and Red Kamel consistent POS/PDI placements C Store front presence ~ applicable to high visibility area only - lighted and enhanced (D Promotions j~` ~ W 6each Premiums, T-shirfi, Collector Packs "~ ~~ 4) 1=1at Discounting to match with Marlboro n 4

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