Tobacco Documents Online

CORPORATE AFFAIRS EUROPE WORKING OBJECTIVES ISSUE OB.iECTIVElMEASUREMENT Establish intelligence network (Euro and national) 0 6a . r r m N r ~ ~ ~ G. ENN'IRONMENT l Agree on comprehensive corporate strategy December 92 ~ 0 PACKAGING WASTE 49T46tyszoz Approve specific national strategies and action plans for markets without developed systems (Italy, Spain, U.K., Belgium, Denmark, Greece, Ireland) Ti1V[ETABLE 0 ~ N January 93 N N ~ y OD O January 93 ~ Approve national strategies and action plans to February 93 modify existing national regimes (France, Germany, Netherlands) Approve strategy and action plans for iniIueacing February 93 Community and national standards bodies ' Agree on trade association strategy March 93 Agree on trade-directed strategy June 93 10 W

CORPORATE AFFAIRS EUROPE WORKING OBJECTIVES m N r ~ ISSUE OQIECTIVE/NIEASUREMENT TIlVIETABLE ~ ~ ~ 0 H. FOOD REGULATION ° N N 1. ADDITIVES Preserve ability to use titanium dioxide and other June 93 ; important colouring agents (e.g. tartrazine and o curcumin) M Secure ability to produce and market "energy-reduced" June 93 chocolate. Prevent adverse amendments to current September 93 Sweeteners Directive Secure accurate transposition of additives December 94 legislation nationally in EC and EFTA 11 99T46tszoz

CORPORATE AFFAIRS EUROPE WORKING OBJECTIVES ISSSUE 2. LABELLING 69j46tSZoz / c J _ L013 ' i 1j'j -uI NO Secure agreement on priorities, position and strategy on QUID (Quantitative Ingredient Disclosure) Complete producl-line analysis against Claims proposal Secure agreement on Claims priorities and strategy Approve priorities and strategy on Labelling Directive Amendments Get agreement on position, strategy and plan of action on Food Law Directive Secure competitively - neutral QULD legislation Achieve competitively neutral solution re laxative warning on reduced calorie chocolate Secure competitively neutral solution to labelling of packaging gas on roast and ground coffee Obtain agreement on strategy and action plans for national transposition of QUID and Labelling 12 TIIVIETABLE November 92 December 92 December 92 December 92 December 92 August 93 September 93 September 93 December 93 M

CORPORATE AFFAIRS EUROPE WORKING OBJECTIVES m N r a iS~UE OB.IECTIVEIMEASUREMENT TiIVIETABLE w m 3. FOOD QUALITY a) Novel Foods Complete product line and new product development impact assessment Secure agreement on position/strategylaction plan b) Registered Specific character and Complete opportunities/threats analysis on . Geographical designations product lines Agreement on pian of action re national transposition Establish system for tracking competitors registration applications Ensure generic protection for geographical names used by KGFE/JS 13 04T46tszoz ~D ~., January 93 N OD V ~ February 93 O ~ January 93 c ~ January 93 March 93 April 93 V,

CORPORATE AFFAIRS EUROPE WORKING OBJECTIVES m N ISSUE OBJECTFVE/MEASUREMENT L AGRICULTURE / TRADE Strategy to minimiseJstabilise raw material price increases resulting from green currency adjustments Strategy to lower price and increase Qexibility of sugar supply Strategy to ensure stability of dairy products supply Strategy to gain concessions on commodities/products in enlargement negotiations (Austria, Sweden) 14146tszoz implementation (e.g. sugar, dairy, etc..) Strategy to ensure favourable GA1"f 14 r ~ TIA'IETABLE ~ m ~ 0 0 W N December 92 N N ~ ~ ~ 0 ~ ~ January 93 February 93 IV ~ rA March 93 July 93 V.

O CORPORATE AFFAIRS EUROPE WORKING OBJECTIVES ~ r r - m N r ISSUE OBJECTIVEINEASURMNT TMTABLE ~ 0 0 0 0 G N N Strategy to exploit EGEffA/Eastern Europe January 93 N ~ trade agreements (e.g. Austrian'cheese) 4 ~ ~ Strategy to exploit CAP Reform on tobacco price September 93 and quality (e.g. reintroduce export restitution; interbranch pricing) Secure EC tariff reduction on sheet in Uruguay June 93 Round d9 .y t ~ G'/~+ iZ+GVszoz 15 -~

CORPORATE AFFAIRS EUROPE WORKING OBJECTIVES m N r ~ ISSUE OBJECTNEIMEAS REMENT TIMETABLE ~ ~ ° J. LABOR POLICY ° w N N 1. EUROPEAN WORKS COUNCIL Reconunendations on EWC to IiR/Operatioas October 92 ~ ~ ~ Complete anaiysis of any EC-level June 1993 ~ information/consuital'ion activities in place Crain approval for strategy on new EWC draft Fall 93 b With >liR, complete impact assessment on EC operational January 93 N 2. WORKING TIME shift-systems Agreement from AR/Operations on objectives to create October 1992 maximum flexibility Secure agreement on strategy and plan of action January 93 ~ ° 16 ~ V4T46tsz0z 0

CORPORATE AFFAIRS EUROPE WORKING OBJECI7VES ISSUE II. CORPORATE COMMUNICATIONS A. CORPORATE IMAGE 1. DEVELOP CAMPAIGN TO EUROPEANIZE AND BALANCE PM IMAGE IN EUROPE t4UGtFs70z OB.iECTIVE/MEASUItEA'IENT TIMETABLE * Complete and analyze 12 nation survey of opinion leaders December 92 regarding PM, KGFE, JS; target opinion leaders include politiciaus, media, trade, unions, financial press, analysts, headhunters, business leaders and specialized Brussels audiences (European Parliament, Council of Ministers, Commission and press) Using results, confuWretool tentative umbrella positioning: 1st Quarter 93. PM as a global consumer products company with deep roots In, and conunitment to, Europe; a major contributor to European growth, employment, society and culture; a corporate citizen of Europe and its nations, committed to European prosperity and vitality Target key audiences from survey results and "move the needle" for that group a) develop specific positioning program designed to 2nd Quarter 93 17

CORPORATE AFFAIRS EUROPE WORKING OBJECTIVES ISM OB.IECTIVEl1VIEASURE141ENT TI141ETABLE b) develop measures of success/failure per each group 2nd Quarter 93 Including, e.g.: - move next survey px" points - willingness to support us on major legislation - willingness to work In coalition with us - obtaining better coverage on Issues or in financial press - pre/post measures of the balance in our coverage re our food/tobaccolconsumer products mix c) focus-group test the programs and roll out in two countries 4th Quarter 93 d) analyze test programs against success/faiture measures and fold results Into 1994 plans for full European program End 93 * Establish P&i think tank (working name: the Philip Morris Institute) to demonstrate our commitment to the EC Institutions and Europe, with focus on providing opportunities to work with senior Brussels officials: a) develop prestigious board, staffing and business plan lst Quarter 93 b) launch with targetted media plan , 2nd Quarter 93 c) publish six pieces by prominent EC figures in first year 4th Quarter 93 s4z4stszoz 'g

CORPORATE AFFAIRS EUROPE WORKING OBJECTIVES rssuE B. SOCIAL ACCEPTABILITY OF SMOKING . DEVELOP CREDIBLE COMMUNICATIONS PLATFORMS TO SUPPORT SMOKERSlS14LOKING OBJECTIVEIIIEASUREiVIENT TIlMETABLE * Develop new courtesy, tolerance, youth or other communications campaigns that achieve measurable results in terms of social acceptability in key countries. 94146tyMoz a) gather and test every campaign run or produced 1st Quarter 93 b) pick themes and developltest new campaign(s) 2nd Quarter 93 c) develop measures of success/failure -- I.e., does the 2nd Quarter 93 campaign help us build alliances; pass/deteat legislation; stimulate positive coverage/editorial support; "comforl" smokers; lower heat from non-smokers d) pick two test markets and roll out campaign 4th Quarter 93 * Formulate industry (CECCM) or PM plan to establish 1st Quarter 93 European Smokers Secretariat in Brussels, complete with lobbying, communications and alliance building objectives Secretariat either up and running or shelveq as bad Idea 3rd Quarter 93 19 .0