Lorillard
Established Brands Status
Fields
- Alias
- 03363803
- Type
- MRRT, MARKET RESEARCH REPORT
- CHAR, CHART/GRAPH
- Area
- FTC FILES
- Site
- N9
- Request
- R1-093
- Named Organization
- Pdc, Product Development Comm
- Date Loaded
- 05 Jun 1998
- Document File
- 03363748/03363883/Prod. Dev Committee
- Master ID
- 03363748/3811
- 03363748-3749 Pdc Meeting
- 03363750-3751
- 03363752-3753 Pdc Meeting 790111 Project Status Report
- 03363754-3757 Brand Product Requirements
- 03363758-3760
- 03363762 Giving the Customer More for His Money
- 03363766-3770
- 03363771-3776
- 03363782-3787 Pdc Meeting Nyo
- 03363788
- 03363789-3791
- 03363792-3794
- 03363795
- 03363796
- 03363797-3798
- 03363799-3801
- 03363802 New Brand Status
- 03363804-3805 Pdc Meeting 780822 Project Status Report
- 03363806-3807 Pdc Meeting Comment and Summary of Research Activities
- 03363808-3810 Consumer Test Results
Related Documents:
Document Images
Established Brands Status
Kent
The Brand Group projects that 1978 volume will be 16,275MM units; 2.5% behind
budget and 11.2% behind 1977. While disappointing, this is an improving
trend over prior years.
Units vs. Year Aqo
1975 26.6B - 8%
1976 (KGL intro) 21.9 -18
1977 18.3 -16
1~78 Proj. 16.3 -11
We judge this trend improvement to be primarily caused by lessening cannibal-
ization by KGL and continuing Kent Micronite II marketing actions.
The Brand Group will be placing primary emphasis on the following projects
throughout the balance of 1978 and on into 1979.
1. A continuation of work to make current programs more effective: Copy evolution
(campaign and 100mm, Media allocations and levels, Promotional alternatives.)
2. A re-examination of Kent's creative strategy with the objective of developing
an even more competitive campaign that positions K=nt against the low tar
category's growing "Lights" line extensions.
3. An evaluation of 85 and 100mm product with the objective of developing product
improvements, and/or gaining further marketing insights into how Kent can
effectively compete in the l.ow tar category.
Old Gold
The Brand Group projects that 1978 OGF volume will be 3,000MM units; 6.3%
below budget and 10.3% behind year-ago.
This shortfall represents a stabilizing of the trend vs. prior years; attrib-
utable to the Lights introduction.
Units vs. Year Ago
1975 4.3B - 8%
1976 3.8 -12
1977 (OGL intro) 3.3 -11
1978 Proj. 3.0 -10
0
Over the next year, Brand Group work will primarily be focussed on the
following projects.
1. Modify OGL positioning/advertising through explicit recognition of its 9 mg.
tar level, and seeking the most compelling (trial motivating) expression of
OGL's taste and low T&N proposition. (Also search for possible lifestyle/
image approaches.)
2. Evaluate supplemental effort for OGL against younger adult smokers.
3. Consider OGL product modification.
4. Evaluate product/positioning opportunities for OGF.
5. Consider dramatic, risk-fraught business moves on OGF.
RES: 8/17/78
. .
.
