Philip Morris
Philip Morris Incorporated Annual Report 840000
Fields
- Author
- Maxwell, H.
- Murphy, J.A.
- Type
- REPT, REPORT, OTHER
- CHAR, CHART, GRAPH, TABLE, MAPS
- Area
- GONZALEZ,AURORA/CARLSTADT
- Site
- G13
- Named Organization
- Bankers Trust
- Best Products
- Betancourt Cordido
- Citibank
- Citicorp
- Commission of the European Communities
- Continental Equity Investments
- Coopers Lybrand
- Corporate Contributions Comm
- Dominion Resources
- Donaldson Enterprises
- Financial Accounting Standards Board
- Foreign Policy Inst
- Ivo
- Jack G Raub Company
- Johns Hopkins Univ
- Koch Label
- Lindeman Holdings
- Liquid Air
- Miller Brewing
- Mission Viejo Realty Group
- Monet Jewelers
- Morgan Guaranty Trust Company of Ny
- Nicolet Paper
- Philip Morris Board of Directors
- Pittston
- Plainwell Paper
- PM Board of Directors Audit Comm
- PM Board of Directors Comm on Public Aff
- PM Board of Directors Executive Comm
- PM Board of Directors Finance Comm
- Rothmans Intl
- Sec
- Tabacalera Nacional
- Tobacco Technology Group
- United Va Bank
- United Way of America
- US Office of the Special Trade Represent
- Westinghouse Beverage Group
- Wi Tissue Mills
- 7 Up
- Best Products
- Request
- Stmn/R1-004
- Named Person
- Ahrensfeld, T.F.
- Apple, B.R.
- Bakula, J.S.
- Barrett, W.H.
- Bavisotto, V.S.
- Beane, R.N.
- Bechaalany, G.
- Bechaalany, Gfn
- Beckman, L.
- Beining, N.
- Bible, G.C.
- Bissmeyer, A.J. III
- Bodie, C.A.
- Bostic, P.C.
- Bowling, J.C.
- Breedlove, J.T.
- Brittain, A. III
- Brodkin, B.
- Brown, B.S.
- Brown, H.
- Bucellato, V.J.
- Butson, E.
- Buzzi, A.G.
- Callahan, E.P.
- Campbell, W.I.
- Campbell, W.J.
- Comfort, G.V.
- Contrucci, T.J.
- Cordidofreytes, J.A.
- Covington, M.W.
- Cullman, H.
- Cullman, J.F. III
- Dammann, R.W.
- Devitre, D.
- Donaldson, P.W.
- Dunn, W.H.
- Easton, A.G.
- Evans, J.
- Fee, B.T.
- Fenstermacher, D.S.
- Fitzmaurice, R.A.
- Flanagan, Ejt
- Floam, D.J.
- Fockler, K.
- Fowler, N.
- Frantel, E.W.
- Frawley, J.R.
- Fulrath, T.A.
- Gembler, A.
- Gilleran, J.G.
- Gillis, J.J.
- Goldberg, M.
- Goldsmith, C.H.
- Goldstein, L.J.
- Harn, J.
- Harrisonpoole, F.
- Hauserman, M.
- Holtzman, A.
- Hoppe, J.
- Houminer, E.
- Howell, W.K.
- Huesman, J.L.
- Huntley, Rer
- Hutchinson, R.A., J.R.
- Johnson, M.E.
- Jones, H.P.
- Jones, R.E., J.R.
- Katayama, S.
- Kearns, T.M.
- Kinney, M.J.
- Knowlton, V.
- Kurimsky, F.R.
- Landry, J.T.
- Lasker, E.
- Laux, F.J.
- Lawlis, K.M.
- Lepak, N.
- Lewis, G.R.
- Lincoln, J.E.
- Lino, J.C.
- Maisonrouge, J.G.
- Marschalk, H.R.
- Maxwell, H.
- Mccoy, W.D.
- Mcdaniel, D.
- Millhiser, R.R.
- Millington, H.
- Montes, G.M.
- Moore, T.J., J.R.
- Mueller, G.
- Murphy, J.A.
- Murray, R.W.
- Murray, W.
- Neuman, L.K.
- Obrien, D.P.
- Oconnor, W.J.
- Petter, M.
- Peuckert, L.
- Pierpoint, H.W.
- Pollak, L.
- Raub, J.G.
- Reed, J.S.
- Reilly, P.J.
- Remington, J.A.
- Resnik, F.E.
- Richter, H.J.
- Riemer, G.D.
- Rivera, S.
- Salguero, C.E.
- Saunders, F.A.
- Saupe, W.A.
- Schmid, C.W.
- Schmus, W.G.
- Schmutte, J.F.
- Schumer, A.A.
- Scott, S.S.
- Seligman, R.B.
- Serrano, M.A.
- Shropshire, T.B.
- Silcock, E.G.
- Simons, R.
- Smith, G.L., I.V.
- Smith, W.K.
- Smiy, W.C.
- Snyder, R.L.
- Souther, R.H.
- Steele, H.G.
- Storr, H.G.
- Strain, R.R.
- Suzuki, Y.
- Swank, R.P.
- Tarala, G.N.
- Taylor, Gwb
- Thoma, W.
- Thompson, J.L., J.R.
- Tiller, P.
- Toepfer, J.G.
- Toledo, R.A.
- Torriente, J.
- Transue, W.K.
- Treisman, N.J.
- Turano, L.R.
- Unverzagt, P.A.
- Webb, W.H.
- Weissman, G.
- Wernick, A.G.
- West, C.
- Whipple, C.A.
- Whist, A.
- White, R.A.
- Wickham, K.P.
- Wille, G.
- Williams, L.S.
- Witcherdudley, O.
- Yokota, H.
- Young, M.B.
- Apple, B.R.
- Master ID
- 2500010448/1454
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- Author (Organization)
- PM, Philip Morris
- Litigation
- Stmn/Produced
- Date Loaded
- 05 Jun 1998
- Brand
- Benson & Hedges
- Casino
- L&M
- Lark
- Lider
- Marlboro
- Merit
- Multifilter
- Parliament
- Peter Jackson
- Raffles
- Virginia Slims
- Casino
- UCSF Legacy ID
- bhi42e00
Document Images
P~~©r~~neor~ j. agee and~
~'1lC00F~~1ffi )~~~ ~TQ11~~ICen~nt~oE C~gat~
ba~ed~nteinatlOnal.>
~ oIBIf'
~"-- :'--:
Tlie-cotgoratiot~ aeqtt~red:fi¢I>; conthe Mili~er Brewing Com "_
pang fuE I9~~~ ~f tfia~_tim~, Milter~ tl~ seventti-largest brewec
; i~a the~ IJnited ~tates~_=~o+~P~b~ill+er ~tlte seeotrd-largest.- ` .
£ TheSevem ~lp~Compan~ acq%ti~~_ I&7~; is tho tIiird largest soft
e. drn~ ~nattuf`scttireriz~ thewort .
Philig Moiris has alsadiQersifierl intci thermariufacture of spe--:
ciattg Paper~~tissueer aAdpackagin~ materiatsr.as well.as into com-
_ ... . - - :
munity. deeelopmenfr : a
These_husinessea at*condueted Itysix operating companies:
PhiliprNlorris LT S A:, Pliilip Morris International, Miller Brewing.
(iompuoy, The Seven-Up' Company, Philip Morris Industrial, and
Mission-Vieio Realtg Group Inc.- '.
Philip Morris Credit Corporation completed its first full year of
operations:°iu 1983. PMCcprovidea financing for customers of Philip
Morris Incorporated's operating companies and invests in third-party
leveraged leasing activities and other financial services.
are -tvPo vieWs of the company's cigarette manufacturing facility,
_
the world's most technologically advanced; in-Cabarrus County,
North.Caroiina: The-company commenced production there-in-
Januaryr 1983,
1- Financial Highiights.
3 '-Review of=the Year
12_ Philip: Morris tT.S.A.
14 PItft111orris:International- -
16 Miller Brewing Company
18 - The Seven-Up Company . . '
20 Philip Morris Industriat=,
a1 Mission Viejo Realty Group Inc.
22 Financial Review
24 Selected Financial Data =
25 14lanagement's Discussion and
AnaIysis of Financial Condition and
- ltesuIWof Operations
28 Fifteen Year Finahcial Seview° -
30 Consolidated Financial Statements
" -. 48= Board of_Directors =:
_ . 50, Officers
52= General Corporate Information

Financial Highlights
(in millions of dollars, except per share amounts) 1984 1983 1982 1981 1980
OperatingRevenues $13,813.7 $12,975.9 $11,586.0 $10,722.3 $9,649.5
Net Earnings
888.5
903.5
781.8
659.7 z -
549 1
Earnings Per Common Share 7.24 7.17 _ 6.23 5.28 4.41
Dividends Declared Per Common Share 3.40 2.90 2.40 2.00 1.60
Funds From Operations Per Common Share 12.61 10.70 9.24 7.81 6.29
Percent Increase Over Prior Year
Operating Revenues 6.5% 12.0 % 8.1 % 11.1 % 18.4%
Net Earnings (1.7%) 15. 6% 18.5 % 20.1 % 8.1 %
Earnings Per Common Share 1.0m/o 15.1% 18.0% 19.7% 8.1%
Dividends Declared Per Common Share 17.2% 20.8% 20.0% 25.0% 28.0%
Operating Revenues
Philip Morris U.S.A. $ 6,133.3 $ 5,519.9 $ 4,330.1 $ 3,761.6 $3,272.1
Philip Morris International 3,741.0 3,646.7 3,563.7 3,400.3 3,205.4
Miller Brewing Company 2,928.2 2,922.1 2,928.7 2,837.2 2,542.3
The Seven-Up Company 734.0 649.9 530.6 432.1 353.2
Philip Morris Industrial 277.2 237.3 232.9 291.1 276.5
Consolidated Operating Revenues $13,813.7 $12,975.9 $11,586.0 $10,722.3 $9,649.5
Operating Income
Philip Morris U.S.A. $ 1,745.2 $ 1,337.8 $ 1,101.6 $ 905.7 $ 786.1
Philip Morris International 42®.9 366.0 446.0 396.6 318.0
Miller Brewing Company . 116.2 227.3 - 158.8 115.6 144.8
The Seven-Up Company 5.3 .(10.8) (1.2) (1.7) (7.1)
Philip Morris Industrial 29.5 13.6 7.6 18.9 16.9
Mission Viejo Realty Group Inc. * 17.2 19.6 2.0 11.1 14.7
P.M. Credit Corporation* 11.3 4.5 0.9
Consolidated Operating Income $ 2,345.6 $ 1,958.0 $ 1,715.7 ffi 1,446.2 $1,273.4
Compounded Average Annual Growth Rate 1984-1979 1984-1974 1984-1969 1984-1959
Operating Revenues 11.1 % 16.5 % 18.1 % 14.2 %
Net Earnings -- 11.8 % 17.6 % 19.9 % 16.5 %
Primary Earnings Per Share 12.2 % 16.4 % 17. 6% 15.2 %
Operating companies' income is income before corporate expense, interest, and Trenton, Ohio, reduced
1984 net earnings and earnings per share by $145.6 million
other non-operating income and deductions. The amortization of previously capital- and $1.19,
respectively.
ized interest is included in operating companies' income.
A write-down of the completed but inactive Miller Brewing Company facility in *Represents equity in
net earnings of these unconsolidated subsidiaries.

In 1984:
~ Operating revenUes .il:-CreLlUzci tu ~3 13.8_
billion.
* Operating income increased 19. 8% to $2 . 3
billion.
Net income decreased 1.7% to 8888.5 million _
due to a write-down of Miller Brewing's
facility in Trenton, Ohio.
Earnings per share increased 1. 0% to $7.24.
Declared dividends increased 17.2 % to $3.=10
a share.
Funds from operations per share increased
17.9%.
Our debt to equity ratio at 0.63 to 1 reache.d
its lowest level in 22 years.
Our worldwide cigarette unit volume
increased by more than 20 billion units.
Operating Revenues
Billions of Dollars
80 81 82
83
84
Operating Profit
Billions of Dollars
80
81
82
83
84

Review of the Year
In 1984, Philip Mlorri,s' cioarerte =aie5 v.gain increased in_ _
volume and market sli are, both in ti:e t: nite{.l States and
internationally. Our cigarette operations continue to_gen-
erate most of the corporation's earnings and growth.
The overall results of our non-tobacco businesses _
have not yet matched our ambitions for them,__but they
showed progress in 1984. Miller Brewing Company's bar-
rel sales were up slightly over 1983, the first increase in
three years. Seven-Up volume also improved, and the
company had an operating profit for the first time since
1979. Philip Morris Industrial and the Mission Viejo
Realty Group Inc. had good years.
Over the last two years, programs have been under-
taken to simplify and restructure management functions
in the operating companies and in the corporate staff, in
order to improve productivity. These programs, which
were completed in 1984, reduced a significant number of
management and staff positions and are contributing to
management effectiveness as well as lowering overhead
expenses.
The corporation's operating income increased 19.8 %
over 1983 but net income was down as a result of the
decision reached in November to write-down Miller's
completed but inactive Trenton, Ohio, brewery to net
realizable value; this resulted in a charge of $280.4 mil-
lion to pre-tax income and $145.6 million to the net
income of the corporation.
A strong increase in cash flow in 1984 enabled us to
reduce total outstanding debt by $486.3 million and to
complete the repurchase, authorized by the Board of
Directors in late 1983, of 4 million common shares. In
May, 1984, a further purchase of 4 million common
shares was authorized, and at year-end 1.5 million had
been purchased. Capital expenditures in 1984 amounted
to $298 million. In 1984, Philip Morris raised the divi-
dend declared on its common stock by 17.2 % to an
annual rate of $3.40 per s_hare.
N.t Earnings
80
81
82
83
84
Earnings Per Share
80
81
82
83
84
In nlid-year, a new Mit)i_",ement team a,~sitmed
responsibility for the company anri for the commitments
that have characterized Philip Morris' ~uccess over the
past generation:
-A"e are conimitted -.,j ma',<z Ls:it at<trket hroducts of
the highest +iuality and h, develop new products that
satisfy consumers' present demands and anticipate
their needs. To do that, we will continue to invest in
the best and most productive facilities, machinery,
and equipment as well as in research and develop-
ment activities oriented to the marketplace;
- We are committed to profitable growth. We intend to
continue to gain sales and market share through
innovative marketing, and to broaden the base of our
business through investment or acquisition in fields
compatible with our experience. We will use our
growing financial strengths and resources to improve
the value of our stockholders' investment;
-- We are committed to defending the legitimate inter-
ests of our businesses against discriminatory taxation
and critics' proposals to impose unreasonable restric-
tions on the use of our products and on some of our
competitive marketing tools;
- We are committed to continue our programs in the
public interest and to recognize our obligations to the
society that supports us, in particular, to the com-
munities where we work and invest.
These commitments require another-that of a dedi-
cated and superior team of management and employees.
We intend to preserve and enhance the quality of our
people's performance by making sure Philip Morris
remains a lively, friendly, and stimulating company for
which to work. We are committed to encouraging sensi-
ble and confident risk-taking, to rewarding merit and
achievement, and to seeing that occasional mistakes are
treated as learning experiences.
Dlvidsnds Declared
Psr Share
Dollars
Capital Expenditures
Millions of Dollars
~".~

Philip Morris U.S.A.
V.
VIRGINu SLIh1S
-_ ./y/iG-
Marloro
LIGHTS
258
0
MERIT
,Ultra Ughts-,,
EN50N5HEDG65
iuov
wa-4195r
In 1984, cigarette sales in the United States increased to
approximately 600 billion units, showing some recovery
from 1983 when sales levels were depressed by the effects
of greatly increased taxation. Philip Morris U.S.A. unit
volume increased 3.4% to 211.6 billion units, and market
share improved to 35. 3%.
The Marlboro brand enjoyed a particularly good year
as volume increased 7.4%. Marlboro Red remains by far
the largest-selling brand in the market; Marlboro Lights
consolidated its position as the leading low-tar cigarette.
During the year, 25's packs of King Size Marlboro
Red and Lights were successfully test marketed, and this
convenience package became available nationally early in
1985. Merit low-tar king size in a box was also intro-
duced nationally in 1984; among our other brands,
Benson & Hedges 100's and Virginia Slims held their
leading positions in their categories.
Philip Morris U.S.A.'s strong brand performance was
enhanced by a sales force redeployment that resulted
in a significant improvement in both product and package
distribution.
The increase in distribution was partially a result of
the introduction of a new 3ene-ration of carton and pack-
age display units, which heightened Philip Morris L'.S. A.'s
share of in-store merchandising space. Special promo-
tions such as the `rlarlboro t'OUntr`- Music Concerts and
,he Vir,;inia Slims women's professionai t,~nnis tourna-
ments, aiong with a variety of consumer promotions.
contributed to brand voiume and share increases.
In 1984, lower-priced brands, principally generic and
private-label products, achieved a share of about 5.5 % of
the U.S. market. Philip Morris U.S.A. did not compete in
this segment in 1984. However, we have broad and suc-
cessful experience in price segmentation marketing in
other countries and are prepared to enter the segment in
the United States, if appropriate.
The quality of our products remains our great com-
petitive strength. That quality is based on exacting
manufacturing standards and high-quality tobacco. Our
overall facility improvement and modernization program
is continuing. Production increased in our new plant in
Cabarrus County, North Carolina, the world's most mod-
ern and technologically advanced cigarette factory, and
we have realized significant productivity gains there. By
the end of 1984, our new primary tobacco processing
plant forr our Louisville factory, which represents a sub-
stantial investmerit, was almost complete.
We made large purchases of the 1984 U.S. flue-cured
and burley tobacco crops, and quality American tobacco
leaf remains the mainstay of our products. In recent
years, U.S. leaf has lost its price competitiveness in the
world market, surpluses have accumulated, and uncer-
tainties have arisen about the future of the tobacco pro-
gram. Philip Morris is the largest buyer of U.S. tobacco,
both for its U. S. and internationally manufactured
brands, and we intend to continue to depend principally
on U.S.-grown tobacco. We will support programs to in-
sure adequate supplies of quality tobacco at prices which,
while competitive, allow a fair return to U.S. growers.
U.S. Cigarette Industry Unit Sales
- Philip Morris Share of U.S. Industry (%)
Philip Morris U.S.A.
Operating Revenues
Millions of Dollars
Philip Morris U.S.A.
Operating Income
Millions of Dollars
5100 - / 1 1500
4250 1250
75 767778798081828384
0
Marlboro
0
75767778 798081828384
Philip Morris U.S.A.
Cigarette Unit Sales
Billion Units
180
150
120
90
60
30
0
75 76 77 78 79 80 81828384 -
N
(I1
O
0
a
~
O
~
CA)
W
U.S. Cigarette Industry
Unit Sales
Billion Units
540 .
450
360
270
180
90
0
75 76 7778 7980 81828384
42%
35
28
21
14
7
0

philip Morris International
Marlboro
LIGHTS
X,;,M"ryns, Mar oro
Philip Morris International had a good year, with operat-
ing income increasing 15.0% to S420.9 million. Even
more encouraging, total unit volume increased 5.5 % to
258.2 billion, showing that excellent growth potential for
Philip Morris remains in our international markets. _
Results were particularly strong in the developed
markets of Western Europe and in the Middle East. In
West Germany, where a punitive tax increase in 1982 had
depressed total market demand and encouraged price cut-
::, aCionai -intl international proi"iucts, in the i:nited king-
r,,,m, ;i,e Rai'fles brand ;vas launched nationaliv in
Asu;;?l~t, ~f)llowino a -~uC'cesAful : Est in Che south.
iill> :?CriOn has t'C'tlvelv tii.r11o1e,1 uLlr !?iarket share in
i . ~. `? 1~)Ifi1t j ,:
ts t;i `t1Y 'tiCi(,).le C,a,_A l'?intintle to reore:;ellt a1T
:.:"pwr._tnt ~~ource of income, in the Gulf, Marlboro Red,
Marlboro Lights, and Merit are three of the top six
brands. In Egypt, Marlboro sales were well up over last
year. In the Turkish domestic market, a new source
of export business in 1984, JMarlboro became the top-
selling imported brand.
The international segment still only accounts for
approximately 2°o of the large Japanese market, due in
part to restrictions on distribution as well as high tariff
and tax barriers. The restrictions have been modified as
a result of negotiations between the Japanese govern-
ment and the Japan tobacco monopoly on the one hand
and the U.S. government, especially the Office of the
Special Trade Representative, on the other. These conces-
sions, together with our intensified marketing efforts
in Japan, helped to increase our sales in 1984 while
our Lark and Parliament brands remained the two lead-
ing imports.
We continue to work for elimination of the remaining
barriers to free and fair trade with Japan and the further
development of the import segment.
In Hong Kong, the market stabilized after a large
duty increase and consequent price cutting. Marlboro
again strengthened its position and is the leading brand
ting, consumers began to turn back to mainstream __ - in the market, with a share of 26 %. Iri
Malaysia, sales of
-- - - = -
brands. Marlboro did especially well, growing 32.3% in Marlboro by our licensee increased strongly
during the
volume, helped by the successful introduction of year, which also saw the beginning of licensed
manufac-
Marlboro 100's early in the year. ture of Marlboro in Indonesia. In spite of economic diffi-
In Italy, we had good growth for our leading brand, culties in the Philippines, we experienced only
a modest
Marlboro, and especially strong performances by Merit decline in our licensed sales volume.
and Multifilter. In France, our unit volume grew by 16 %,
and our market share increased to 15.8 %. Profitability in
this market remains depressed due to government price
controls and a tax system that discriminates between
ei Unconsolidated
Consolidated
Philip Morris International
Operating Revenues
Millions of Dollars
9000
7500
6000
4500
2000
1500
0
757677787980 818283 84
Philip Morris International
Operating Income
Philip Morris International
1bta1 Cigarette Unit Sales
Millions of Dollars Billion Units
390
325
260
195
130
65
75767778 79 8081828384
210
175
140
105
70
35
0
75 767778 79 8081828384
World Cigarette Industry Unit Sales
(Excluding U.S.A.)
~ Philip Morris Share of World Market (%)
World Cigarette Industry
Unit Sales Excluding U.S.A.
Billion Units
75 76 77 78 79 80 81 82 83 84

The economy in Latin America has placed our busi-
nesses there under pressure. Consumers have switched
virtually everywhere to lower-priced brands. This trend
has reduced margins, as have price controls, which con-
tinues to make it difficult to recover cost incr-eases.
To counteract this situation, our policy has been to
concentrate on volume and market share gains. We have
launched new, free-standing brands into growing seg-
ments. Among the many launches made, L&M Lights in
Argentina, Lider in Ecuador, and Casino in Uruguay were
particularly successful.
Marlboro is gaining market share almost everywhere
in the region, and this despite its relatively high price. It
has performed notably well in Brazil, where the market
as a whole shows signs of recovery, and in Mexico and
the Dominican Republic where our affiliates achieved
record sales volumes in 1984.
Philip Morris (Australia) Limited had a good year, led
by the success of Peter Jackson 30's. Packaged in a four-
row hinge-lid box, the brand increased its share of
market from 7.5 % to 13.1 %, and contributed to the com-
pany's overall improvement, which brought it to 29.4 %
of market, up from 27.0 % in 1983. Philip Morris (Austra-
lia) Limited's wine company, Lindeman (Holdings) Lim-
ited, achieved a 14% increase in sales and remains a
leader in its industry.
The strength of the U.S. dollar continued to reduce
the value of foreign sales and income when expressed
in dollars. It also makes U.S. exports less price competi-
tive in foreign markets. In 1984, our cigarette export vol-
ume declined slightly from 19831evels, but our share
of the total U.S. cigarette export trade again improved,
to about 60 % .
Rothmans International p.l.c. (London), in which
your company has an investment, had another good year
in 1984. During the year, we restructured our investment,
bringing our equity in Rothmans International to slightly
over 30 % and our voting rights to just under 25 %. The
restructuring settled objections raised to the original
transaction by the Commission of the European Commu-
nities but complainants are appealing. The matter also
continues to be the subjectof litigation in Germany.
.
Miller Brewing Company
Although the U.S. beer industry showed an estimated
0.7 % decline in volume in 1984, Miller Brewing Company
was able to achieve a slight gain in volume and in share
of market. However, the changing mix of Miller's prod-
ucts reduced its operating income. We are planning for
future sales volume and income improvement by devel-
oping new products and by creating new programs to
revitalize Miller High Life.
Meister Brau and Milwaukee's Best were successfully
introduced nationally into the popular-priced segment
within the past 15 months. As a result, we have been
able to maintain brewery utilization, to satisfy the vol-
ume requirements of our distributors, and to safeguard
shelf and cooler space within retail outlets. Although the
Mllisr ®rswinp Company
Op.ratins Rw.nu.s
Miller Brewing Company
Op.ratiny Income

margins on these brands are relatively low, we have two
premium-price biands ir+ test niarkets and oth.ers under
development.
Lite is che secontl-be~t--.eil.in~g brand of beer in,the
C.S. market, t " I ,r dt,i?Ilhwta_ pr)sIt1oC1 iI1__1_he__
gI'oLb"1lla (1o'i1T w`,i;~' '.si,1?l <<_1t1~ a .imall °
V"olUnle increase.
The super-prelnium segment of the market in which
Lowenbrau competes has been adversely affected by
imports, made relatively cheaper by the strength of the
U.S. dollar, This, together with the general consumer
movement to popular-priced beers, resulted in a decline
in Lowenbrau sales in 1984.
Miller High Life is the third-best-selling brand in the
U.S. market, but its sales decline, which continued in
1984, remains a major concern. Rectification of High
Life's sales trend is a top priority.
Our product testing program indicates that High Life
beer is preferred or at least equal to any competitive pre-
mium beer when compared on taste. Unlike most other
beers on the market, it is made without additives or pre-
servatives. We have undertaken several marketing initia-
tives to correct the sales problems of High Life. Among
.them is a new advertising campaign (begun in February,
1985) which will improve the brand's presentation.and
image. High Life sales responded well in 1984 to the
introduction of the new 32-ounce King Kan. The brand
has also continued to do well in the Canadian market
where it is made. under license. We are optimistic that
the corrective steps that are being taken will result in an
improvement in its sales performance.
The slowdown in industry beer sales over recent
years, together with the decline in Miller High Life vol-
ume and improved productivity in our other breweries,
resulted in a recognition that we could not set a date_for
the opening of our completed but inactive brewery in
Trenton, Ohio. Since we could not forecast the time when
this brewery's capacity will be needed, a decision to
write the _asset down to its net realizable value was made
in November.
a U.S. Beer Industry Barrel Shipments
- Miller Share of U.S. Industry (%)
Miller Brewing Company
Barrel Shipmsnts
Millions of Barrels
75 76 77 78 79 80 81 82 83 84
U.3. Beer Industry
Barrel Shipments Including Imports
7576 7778798081828384
The Seven-Up Company
In 1984, The Seven-Up Company again achieved year-to-
year revenue and unit volume growth and was profitable
for the first time in five years. The increase in our soft
drink revenues for 1984 brought Seven-Up's compound
average annual increase to 20,0% over the past five years.
Our brands 7UP and Diet 7UP again had record sales
performances. We moved to a 100 % NutraSweet for-
mulation for Diet 7UP and Sugar Free Like in response to
consumer preferences.
The SswnUp Company Tha SsvsnUp Company
Operating Revenues Oporattng Income
Millions of Dollars
600
500
400
300
200
100
0
Millions of Dollars
36
27
18
9
0
-9
-18
I
75 76 7778 79808182 75767778798081828384
?!~~m!

Oar cnntinued success Y0"1l ;Jeoend in large part on
:aaintaining a strong network of protitable, independent
:ottlers. We intend to continue t~> r~perate bottling
~cllltleS and to iTl~linLlin ~{.~uit~" F;'i iCion3 in i)t~ttlina-
'~'r~3tit)ns,
r1iarions where port ---'t~e; r:~ i;, 4~:r}a rp,,{uire our
Philip Morris Industrial
'rect support. _ ~
In 1984- _ :ve_re+_ rganize.d the Seven-[: p Foods Group
;nto two divisions: the Citrus Products Division will c_on-
~inue to produce private-label products but will put
;ieater emphasis on more profitable branded products,
lncluding Juice-Up Lemonade and Lemon Juice, which
will be marketed nationally in 1985. The Freeze-Dried
Division will continue to market its products in the tradi-
tional outdoor and specialty segments. It will also intro-
duce consumer retail products in 198.5 as well as supply
the food service industry.
For Seven-Up International, which is under the
direction of Philip Morris International, volume sales
increased by 5.2 % in 1984. Good progress was made in
the Europe/Middle East/Africa Region, including a,
successful introduction_ of 7L'P in France during the year.
Sales in Latin America recovered from the depressed lev-
els of 1983. In Asia, 7UP was introduced successfully in
the South Korean market- in_the_middle of the year.
-
Andreas Gembler, who has successfully led Seven-Up
International since.1979, has returned to Philip Morris
International's EEC Region as Area Vice President and
has been succeeded by Gabriel Bechaalany as President
of Seven-Up International.
Philip Morris Industrial Philip Morris Industrial
Opsntlng Rsvsnu.s Opsntlny Inoom.
Millions of Dollars Millions of Dollars
240 24
200 20
160 16
120 12 ~
80 8 ,
40 4 I I
0 0
Philip Morris Industrial operating revenues increased
16.8 % over 1983 to $277.2 million, and operating income
increased 100.0+% to $29.5 million. All of Industrial's
divisions contributed to 1984's record-setting results.
Wisconsin Tissue Mills Inc. increased its share of the
tissue and towel markets through its traditional channels
of distributiori. In addition, it expanded its share of high-
quality, specialty printed and non-printed napkin lines.
Nicolet Paper Company continued its leadership sta-
tus in glassine and greaseproof papers. It made substan-
tial share gains in the release backing market.
Plainwell Paper Co., Inc. continued to improve its
position in fine printing papers, release backing papers,
and technical specialties. It successfully introduced
"Solitaire," a premium printing grade.
Koch Label Company is the leading U.S. producer of
labels for beer. It also produces several other products
and is a leader in the technology of printing on metal foil
and printing in-mold labels.
As this Annual Report goes to press, we are actively
considering offers to buy the companies that make up
Philip Morris Industrial. While well and profitably man-
aged, Industrial's operations do not fit our long-term
strategic objectives.
7
75767778798081828384
75 76 77 78 79 80 81 82 83 84

IVlission Viejo Realty Group Inc.
Mission Viejo Realty Group's operating revenues of
$237.7 million and operating income of $36.1 million
were the second highest in the company's history. Our
housing sales were strong in the first half of 1984, but
slowed in the'second half as mortgage rates rose. Sales-.of
land for business properties- remained strong.
In 1984, we opened six new housing projects. In
Mission Viejo, we opened the Briarwood and Stoneybrook
neighborhoods and in neighboring Aliso Viejo, California,
we introduced Aspen Creek. Our new, 22,000-acre
planned community of Highlands Ranch, Colorado, added
Sugarmill, Chalet, and Remington Bluffs, bringing its
total product array to 11. Highlands Ranch eventually will
supply some 30,000 housing units for the growing Denver
market and provide business opportunities to a wide
range of enterprises.
Our communities are built around schools, parks, re-
creational facilities, and retail, commercial, and business
parks. On July 29, 1984, much of the world alimpsed
those advantages when Mission Viejo played host ro. tlZe
first event of the Los Angeles Olympics-the c.ycling ro ad
races. Through the course of the games, swimmers and
divers trained at Mission Viejo won nine gold medals.
During the year, we assigned responsibilit y for -_ ur
commercial properties to two wholly-owned entities:
Continental Equity Investments Inc. will develop or
acquire income-producing properties to be held for the
long term; IVO, Inc. will handle short-term sales. Mission
Viejo Company continues to operate the community and
residential development business.
MVRG Operating Revenues MVRO Operating Incoms
Millions of Dollars Millions of Dollars
210
36 iti)
C.rt
0
175 30 ~
~
140 24 ~
105
18
r/
I Q
10
{t7
70
i 12 '
I Oo
35
0
71, 6
0 A
i
I
75 767778798081828384
. 75 76 7778798081828384
