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. Int,roduotion: 3 At this stage you have heard our 1950 th.me!., You have~heard of some ezoiting news about the selling, power of our 1950 advertising plans. we'Ve had a review of our market. - By no!w youlare probably wondering about the tools that Philip Morris salesmenithemselves will be using to help "Beat The Rest in 1960'". Right now you are going tolhear about your point-of-sale material$ „ - +a..,n. 107 1 Phili~pYorrisiproposes to increase the effioiency ofits.Sales Promotion activities in 1950 by a method that has three big advantages: It''s simple!, it's practical, and it works'• There isinothing new about it. We have no revolu- tionary discovery. We have no secret weapons. Instead, we are going to make better use of the tunda- mentals. In the language of the football field, we:are going, to do a better joblof 'blockittg and taok].'ing. The first fundamental we're going to use is.to define the target of Philip Morris btalies Promotion for 1950. Our tar- get is the same as the Advertising,Department and the 8ales Department. It is to oonvince more and more smokers that Philip Morris makes "America's I'inest Cigarette" and that by

107 2 smoking Philip Morris they avoid cigarette hangover and enjoy greater smoking,pleasure, Our target is the same -- only our methods vary. You will hear today how the~Sales Department proposes to hit this target by a well-rounded program featuring,the use of the Nose Test. You have:heard about the power-houae plan our Advertising Department has prepared for use in that mass selling medium, ]mown as Ad'vertising. The aecond itandame,ntal we're going, to use is to!de- fine Sales Promotion -- just so we''re all thinking about the same subject. Sales Promotion is an extension of mass selling,at the point of sale. Mass selling delivers powerful impact and covera6e,, but Sales Promotion offers flexibility and a variety of'follow through sales messages at the local level. Mass selling drops the block-buster bombs which die- velop terrific impact. Sa,1es Promotion is the sharp shooter. Sales Promotion enables gou to move into an area at point of sale and draw a sharpex bead on your prospect. Needless to say, the most important fundamental of any marketing,operation is to have your Sales Promotion tie inn closely with your advertising,and selling. You will see a olose relationship as we review our Sales Promotion Program. Sa,les Promotion covers a variety of activity. Right now we want to talk about point-of-sale materials. We Want to

107 cover three phases of our pioint-of-sale program. 1. The planning and production of the type of material that meets toda-y's conditions at the point of sale. 4. The scheduling and production of this material so that it reaches theimen on the:firing line at the ' right time anlin the right quantity. 3. The economical handling and use of the material after it reaahe.s!the men in the field, Let"s review No:. 1. What's happening at the point of sale? That trends have influenced the planning and production of Philipi Morris sales promotion materials for 1950? Here are a few. The growth of mass retail merchandising,as represent- ed by the super market.... in several fields. The growing importance of the:grocery store. The increase in number of vending machine operators. The increase in number of laws governing unfair trade practices which has encouraged many dealers to: become: more aggressive in their use of promotion materials. More taxes. Tougher competition -- And the steadily increasing need'for us3nig-the."Part- nership Selling" approach.. Beep these conditions in mind as weireview for youu now the pie.ces which will make up your standard point-of-salel

107 4 kit of' materials in 1950. We will lead off with a large Johnny out-out (show)~ because -- with or without the hand card -- this is one of the greatest pieces of sales promotion material ever designed by Philip Morris or any other Company. We are not going to try to sell anybody on the power of this piece. It has size, color, personality, and selling power. The important thing about the large Tohnny is to~use it right. We will discuss its proper use in just a few minutes. Piece No. 2 is your "No Cigarette Hangover"'window .poster. (show) We will continue this poster which you used aa. effectively last year.: It illustrates the!important,fundamentall of tying-up your point-of-sale piece with your basic advertis- ing and selling story., This poster let's you deliver many "No Cigarette HHangover" messages where no radio or newspaper can reach. The "'Take Your Change in Candy or Gum" carton card also will be continued. This promoted extra sales of candy and gum last year and extra sales on these profitable items will be more important to dealers in 1950. IIse this piece to im- prove your trade relations. Item No. 4 is the new caseistrip. (show) Here it is -- hot off the press. Note how we have improved the!oolor com- bination. It has new eye appeal and offers easier reading. It

107' 5 adds Johnny and it addathat potent selling phrasel-- "N0 CIGARETTE HAHCOVER". Working,on the fundamental that no piece is good un- less it gets used, we have made some changes to'simPlify its. use. The length of the piece has been reduced and the weight of' the board has been!increas'ed. This makes the piece easier for the men to handle and'get from the car to the poi'nt of'sale. Actually the term 'case strip" has become a misnomer for this piece!. It has many other profitable uses. Here are J'ust a few of them: ('SZONAL SLIDE FILM OPERATOR TO SHOW CASE STRIP PICTURES) Case Strin Picture No. 1 This pi''cture illustrates the original use of the case strip. One or more can be used in the front of a oigar case. Once you get them into the oase,, they are usually good for a long life. It's nothing to have this piece'stay put for months. Some h'avee remained for years. Case Strip Picture:Nio. 2 Here's the case strip on the hot corner of a case -- catching traffic from two directions. The length of this strip:has been! carefully planned for use in front, at the end of a case, or on, the corner as you see here.. Case Striu Picture No. 3 •

107 Now let's count up some other case strip uses. We start at the front door. Withits bright color combination you'll get plenty of' readership from,a shot like this. In the summerti'me it's a good screen door piece. The case strip wi'll deliver plenty of Philip Yorri~s sales impressions at the screen door's cross bar' level. Case Striu Picture Ao. 4 Here we move into a soda fountain and lunoheonette. With two or three case strips at work,, everybody who sits at the counter is eaposed to a direct shot. Here's a location well worth your .special sales effort. Case:Stritp Picture Ao. 5 H®relthe case strip gives you a direct shot in the hottest traffic spot you could' possibly find in this tobacco, and candy store. Right neat to the cigar counter -- right over a mass display of candy - and within arm's length of' the cash register. Case Striu Picture Ao. 6 Don't jump to conclusions here. We're not advocating that you put case strips on telephone booths. This strip, has been: placed on a door adjacent to an&completely free from telephone company property. You won't find a lot of case stripiopportun- ities like this -- but, this is one of a wide variety of special shots you can find as you move from call to call. Case Strip Picture No. 7'

107 7 7his is a grocery store:shot -- right at the hot spot for cigarette sales. The:oase strip is not too big to belobjec- tionable. It fits into places where it would be hard to use other point-of-saleipieoes or actual merchandise.. OaselStrin Picture No. 8 This newastand use further illustrates the great flexibility of the case strip and its unlimited variety of'uses. This newsstand is operated right in front of a cigar store on a busy oorner with plenty of traffic. Mamy, newsistands offer a better eye-level shot than you see here. All of them are heavy traf- fic spots:. Case ee Strip Picture No. 9 There you have just alfew of the case strip's uses. There are many more. It has flexibility and permanenae!. Make it work T for you on a fn1' l-time basis in 1950. CAU, „ j$fDA_ J,,/C'sA-e What's true of the. case strip is true of most o:.7 our other pieces. Zet's not berestricted'to the conventional or traditional uses. Let's not be a Johnny one-note. Use: pieces wherever it is possible to dieliver 'an understandable sales message on a basis of son.nd'operations and efficient eoonomy. Here is ainew Philip Morris shelf strip. (show) It has a new color combination and a new dispenser method of application. One loading of this dispenser gives you the equivalent of 100 postons. It's faster and easier to use,

107 8. { there is lesawaste, and it's sure-stiok. We think these are desirable fundamentals, too. Frominow on this piece will be ]mown as the Philip Yorris shelfstrip. Write your orders for shelf strips - Cnot posto s Here is the hand card (show)l that helps you do ajob of' "Partnership,Selling" in a drug store or in a drug depart- ment. It has a revised list of men's and women's items -- ap- proved by leading dnag merchandisers. It has a new and more attractive layout. It looks more like a card the druggist him- selfmight have prepared. Philip Morris gets a more prominent featuring. We left one blank space to give the druggist an op- portunity to add some feature item of his own choice. That makes it is piece more than ever. We have combined the men's and women's items on one aard. We have also added a"Don't Forget* handlcard for use in the grocery store. It features a list of profitable speo- ialti~es that any grocery is eager to, push. Peanut butter, crackers, soft drinks, and so on. We've had a lot of talk about a decal for several years. Last year we tried one out in thel middle west. It was used with good results. We think its fair and fundamental to ink, give the field men a piece they demonstrate they can use ef- ~Q fidiently and profitably. So here'slyour new decal. (show) CA It features Johnr~y and copy which says: "p'h31ip Morris Cigar-

107 9 t ettes on Sale Here". Note how the word cigarettes is emphasi'zed to give it special "Partnership Selling" appeal. This is a seven-eolor job. The shape is designed to make it more attractive than the conventional circle or oblong. It costs a lot of money. It's use must be restricted. The quantity will be rationed. IIse it where it will get long,life and exposure to traffic. This is your "Bon't 8unShort -- Buy Two Packs" sticker. It's gummed on top. It will be continued this year for one important reason~. This piece can deliver a long-life message when you use it under glasis. Once you get it under glass, it stays there. It has a"Partnership Selling" appeall to help you get it there. Here is a companion sticker which can put Johnny under glass with a candy message. This sticker says, "Take Hom,Some Ciandy"and "Don't Forget to Call for Philip3[orris" . This candy sticker is available gummed on the front or back. They will make more friends for Philip Morris in the Ca dy Industry. We have told the candy manufacturers and wholesalers all about them. The candy people themselves are making use of this sticker. Such1well ]rnown firms as Whitman's and the Becco people have orde.red' out a supply to be d!istribu- td by their field representatirres. Naturally, we want you to follow up any opportunity these stickers give:you to make more friends and Philip Morris smokers ampng,the thousands of people

107 10 who represent the Candy Industry. This candy sticker will be available to the Division l[anager and 85zpervisox. They will supply Philip Mo.rris retail men when the situation makes it advisable. While on the subject of related-item selling, let's talk about coffee. Right now coffeeimay be a fighting word with some!pleople. The price has shot up and every one:wants ta kno~w hlo~w~ h~iJgh, . the~ pride~ is: . going~ and how~ long, i~t'~~s going t~~o~ stay up. Hut,, this is a temporary'condition. We kno!w there is a long-pull opportunity to link cigarettes and coffee in grolce.ry store merchandising,. Why? The!answer is that all sound mer- chandising begins with consumex habits. What does the consumer like and what does the consumer use? That is the pattern of consumer use? Certainly coffee and cigarettes are closely re- lated in oonsumer usage. Furthermore, coffee has traditionally been one of the~ key items in the grocery store. It sells in volume, has al steady turnover, and it sells the year round. The A&P Tea: Company built the greatest grocery business in the world around tea and coffee. Every grocer knows the importan~ce of getting,a woman's coffee business. We have had a number of grocers send us suggestions that we! prepare a related-selling piece on, coffee and ci!gar- ettes. Here is a hand card (show)l which links these two