Tobacco Documents Online

VICEROY AGENCY DRIENTATION OIITLINF. IntroduCtion' . . A. ur nse 2. Review salcs and share trends 1. Prepare agencies for assignments evie 4. Review pr oduct/Ie . Procedures . 1. Three agencies wa ?. Projects A & B 3 tl. J_'q=-f~ 7nd~31.r.'3evig}.v !~. Pidustrv Size and Gr:~-'P~ ht, . SeEYYent Growth and Share C_ pI3jor Drand Growth andS.--~: _ .. VICIDROY ... Winston - - CEROY and competition gal issues

D. Hrand Svsitchine Study_ 1. L'rcidepce 2. Smoking by cigarette type 3. Loyalty 4. 3eg;nent skews 5. Starters by brand ti. Loyalty by brand 7. Suitchiogl-,~ nrand E_ A+hv People Smoke 1. Surgeon Gcncrells Iteport 2. Major benepits 3. Ot,er beneCils III_ VICEROY B k rouqd Data A. D_mogruphica l. Sex 2. P.ge 3. Income 4. Education 5. Occnpation f. l-rban /Rural Nace

B. Producl Z~ 1. Voluntarc 2. Forced choice 4 Srpoke a,~ae 1. Ses 2. Age o. ~,ducation 4. --,terest in ne~s 5. soes out a lot 6. Sty'-ish 7. Heavy smd:er A. pther D. Pronuct B'acts 1. Tobaceo wei.ght 2. Tar and nicotive 3. VICEROY casings/Havortngs 4. Ac7ditives 5. Blend 6. Aging 7. Filter rl_ Processing F., Yrocuct Tast Resultc .. V=CEROY ProfitaSilibt -3-

G. Pa~.a in I. What, when, wh,r^ 2. Objectives 4. Test results 4. Introductorp Frogram H. H_~oricaf VICEROY Postionln2 antl Camlza_i ns 1-12 for 1936 to present. Conclusion IV. VICEROY_ Marketivv, bdormeLOn 1976 B. Smoker ImaPa C. PositiontllP D. Objsc ives 1. S tefi 2_ Advevtising 3. Promotion 1. Product E. Strat= ies 1. Sales 2. Advertising 3. ?zomutian 4. ?roduct

r. "Ra-inti" c:;,~ ,i , ]. Backgvound 2. Rationalc 3. Conclusion G. 7,51 Merket Caeronag~3 1. Objecttve 2. Stratejy 3. Caz"paigns 4. Res,cii 5. Coaolvsion and nc'.ians. H. Futnre Advertisira Deveiapment ' 1. Fro'ect A 2. Projeet B L Cornsetitve ArNepHSin * l. 3"arlboro 2. Winston J. Msdia Snen7in For G:11 7aa±e Erands VICFR(lY Y t' (1 A98) . o~jeeti,e 2. S:rategy .. Ratiouule 9. Other testing