Forsythe, A.G.
Gravely, L.E./X; Lewis, L.R.
This Brown & Williamson (B&W) marketing document proposes that B&W market KOOL King cigarettes in packs containing 10 cigarette in addition to the usual 20-pack of cigarettes. The packs would be sold at about half the price of a full pack.
B&W's target audience for this proposal is lower-income (or unemployed) black young adult males.
The writer points out that a rationale for selling 10-packs of cigarettes is that doing so
"Will generate purchase when target audience suffers greatest financial need (just before the next pay check/government check arrives.)"