Tobacco Documents Online

Harley Davidson Ciaarettes 1991 - 1992 Direct Marketing Plan AdDirect/Ally & Gargano May 1991 S00E98Z8 .~

Ov erview Harley Davidson cigarettes has been in several test markets since 1987 to evaluate and refine different elements of the marketing mix. • The brand is now scheduled for a national roll-out beginning in the fall of 1991 behind a modified product, a new advertising and promotion plan and a full-price positioning. A national S.O.M. goal has been set at .33 representing a total shipment potential of 1.670k3. • Creative, media and promotional modifications have also been undertaken in an effort to maximize the appeal and staying power of this new licensed brand. 6o0£99Z8

Key Learning Trial generation for H.D. cigarettes has met or exceeded goals while repeat/on-going usage tations. levels have fallen below expectations. ~ Novelty appeal and strong trademark imagery has readily garnered core "enthusiast" interest. Sensitivity exists to the portrayal of a H.D. cigarette user. • The pack purchase nature of the brand is recognized as a critical marketing component. Direct marketing support is also being considered in order to strengthen current efforts by adding a targeted communication component to the promotion of this brand. 0t0E98Z8

The Direct Marketing Opportunity • Increase the impact, awareness and gross sales of the overall Harley-Davidson cigarette ~ Generate a data base of Harley-Davidson prospects and users for subsequent communication/promotional efforts. Maximize learning during plan implementation to determine the most impactful and cost efficient efforts. TZOE98ZB

Ke_v Strateais T ' - Stimulate incremental product repurchase - Provide added-value service via and continuity of sales among triers/users. an affinity marketing approach. - Utilize time dated couponsJ incentives and relevant "wearable" premiums to encourag e multiple pack and regular purchase. - Implement two major advertised continuity promotional events during the year. - Generate and maintain an on- going relationship. going Employ a highly targeted and multi-media - Utilize direct mail to personally approach to promote and reinforce the target and communicate with brand's unique image and personality. discrete audiences. Utilize self-.identification tactics - in context of overall image/ awareness advertising. Seek out multi-prospect communi- cation opportunities with unique group incentives. -4- ZT0698Z8

Kev Stratea., ies_ . . Maximize the opportunity for customer contact among prospects and users. Create a seamless and integrated approach with - all marketing communication vehicles.. Test a variety of alternative tactics and integrated advertising overlays. T.cis Solict/capture names and relevant information among key target audiences. Utilize incentives and promotional offers to foster dialogue. Seek new leads/users via friend- get-a-friend efforts. Utilize a creative approach which - is consistent with te e approved advertising campaign. Tie-in should extend to both media, product and event promotion. Utilize key visuals/artwork and consistent brand "personality". Incentive alternatives Heavy-up efforts Individual lists/selects Contact strategies Et0E98Z8

Prospect Targeting Demographic - Younger adult smokers, 1121 -34 YOA - Emphasis 21-25 YOA AND -. HS education or less - Blue Collar - HH Income under $25M - High awars/regard for H-D Company P. ---.I Psychographic - Self Expression - Macho ho Image - Outer Directed - Belonger - Hands-on/D.I.Y. - "Wannabees" -. Active Participants & "Removed" Emulators PROSPECTS I A TRIERS USERS Media "Mass" Media Integrated Direct Media Vi0C98z8

HARLEY DAVID SON CIGARETTES INTEGRATED COMMUNICATION SYSTEM Media Incentive Trters/users Point-of- Purchase DIALOGUE DATA BASE Target Consumers N1111 l1assM and Targeted Direct Response ProspectslTtiers Users On-going Dialogue STOE98Z8

Direct Marketing Plan Summary Taraet Audiences Kev Goals -r oararns 1. ProsoPctslfriers with Known Characteristics A) Harley Davidson Bike Owners 1) Continuity of usage ~ The H-D Cigarette AffinitvTClb; 2) Extend Trial An added value relationship prog ram - Personalized appeal - Loyalty - On-going dialog ue - Merchandise offers - Relevant services and information - Lead generation " H.O.G./Club rn-.romotion - Affinity Club - "Cause" marketing - Recognition Award B) Selective Interests -. Motorcycle - Automotive Sports - Men's Interest _ -- "Trial/Continuity of usage - Introductory Pa~ckaa.e_ - Personalized appeal - Trial/continuity incentives - Affinity Club offer 9TO£98z8

Direct Marketing Plan Summary (continued) Taraet Audienc-es Key G_oals Proar.,, ams 2. Triers and Users Redeemers, "Members" 1) Continuity of usage - CoUectjble/Sweenst~ aes and Self-Identified/ 2) Data based building Promotion Top Prospects - Delayed event - Advertising and direct mail - Multiple purchase incentives - Membership offering to dub - Sweepstakes " Merchandise promotion - Advertising and direct mail Self-Identified Responders and Referrals 1) Trial/continuity of usage ~ 1-800# Promotion integrated 2) Data base building with selected print advertising • Take-one with Merch- andise and Club offer - H.D. showrooms - Events/Rallies ~ Fulfill with Modified Affinity Club direct mail package. LTM8Z8