Tobacco Documents Online

51984 9940

M M M M M TacticaCPlan Identify CaCCBase: CoCCect information on unknown universe vtilize outsi~fe agency to canvas specificgeography •Tactical plan similar to the low volume penetration plan Sb66 586TS M r

~ M M M M M M M M M M M Objective (Penetrate fragmentedlnontradi'tionaCoutCets to increase C'ameCs Distri6ution andpresence. 5566 V86TS

M M MM M M M M M M M MMMM~ MMOM - Manpower Current manpower doesn't aCCow for tfie CeveCof account penetration necessary ftopose dedicatedadditionaCmanpower (2 year time- frame) C 2 2'erritory Reps. ~ 12,eport to DW ~ 100%106 Va(ue ~ Company vehicCe Lb66 t86TS

r r r r r~ r~ r r r r~a_..~ ~r r EX(.PEC~r'A7roNs Incremen taCspendlzinq on manpozver (annuaCCy) ii) $100 000 00 ,. , I/. - ,Z ~ ~ jDm c ~ SaCary ~ Fringe ~ VehicCe AnnuaCvoCume return 4) Current estimatedvoCume - 461, 000 cartons C VoCume 6reakeven - +18,200 cartons at $5.50 WA9Vl S566 586T5

7(nowns G xnity e.cistsfora cigarette manufacturer to dominate, t h at this time no one company does. 0 oopuCation and tourist f.Tow make area higFiCy visi6Ce ~ CameCmomentum appears to 6e sustainedorgrowirrg (on its ozvn) Q?95 ~ ~ Yfaight 18.70 18.10 -0.60 Castro 13.28 13.56 0.28 S. E. JKetro 7.47 8.12 0. 65 N CaCftum 7.20 7.59 0.39 ~ Increased receptiveness on the part of store owners to Camel marketin9/presence due to emergence of "CFieaper" stores and CameCs naturaCmomentum. 0 Yfigh incidents of smoking in subcultures 0 Yfaven't penetratedcalruniverse adequately (estimated600 calls not covered) £b66 486T5

M M M M M 3 1''s ~ Fsta6C'zshp roduct avaiCa6iCity, d,'ispCay, presence standar~fsfor identij~ied~caas C Contracted fiispCays 9 System III or 6ranci'specifics 9 payment program d'ifferent from normaCpartner requirements C In store presence ~ product availa6iCty of major CameC 6rand styCes and 12,ed KameC - consistent POS/PDI placements ~ Store front presence 4 appCca6Ce to high visi6iCty area only - lighted and enhanced ~ ln'i'omotions C Beach ~.'remiums, T-shirt, Coll"ector Packs C ECat Di,scounting to match zvitk -marC6oro 9b66 b86:5

;. Consumers sFiop in traditionaCsmalrfoods andCzquor 6ut there are additionaCtypes of retaiC outCets C head-shops C smoke shops(not Cigarette OutlCets) 4. gKar~,et is fractured 4) higher # of outCets 4) voCume 6ase sign-fitcantCy 6eCow VRcalrstancCards due to store density C cof,CectiveCy massive voCume - untracka6Ce andunreacha6le urith tradritionaCstructure s. Current Environment C minimaCCameCftesence 4) minimaCproduct avada6iCzty C minimaCd'fspCay Q JV'o J~" $$ Z566 P86TS

M M Oac round: During tfie introduction of Redrame4 adaritionaC opportunities to improve CameCpresence 6ecame evident in the San F'rancisco proper. 1. ConsumerSu6cuCtures C ALternative Life StyCe C 9?p6e11'zous; Generation X C Street TeopCe - 9KoreAppCtca6Ce to DoraC C InternationaCInfluence 2. CameChas a highersFiare than in t~fiegeneraC~larke Cace. ~iis was consistent in calrs where we haQ tFie eCements o~ presence/dfstri6ution andwhere we d'zdn't C .7faigFit Ash6ury - 22. 6% SO9K - Not SOC 4) Castm -10.Sqo 4) Downtown Metro - 7.90% 4) Nort(ierra CaCzfornia ftion - 7.70% (A19V112/30/95-2/28/96) Tb66 686TS