Tobacco Institute
Philip Morris Companies Inc. Annual Report 1985
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- 1. Maxwell, H. Author
- Affiliation:
Philip Morris Companies
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Product Listing
Philip Morris Incorporated
Philip Morris U.S.A.
Miller Brewing Company
Marlboro, Benson & Hedges 100's, Merit, Virginia Slims, Miller High Life, Miller High Life Genuine
Draft, Lite,
Parliament Lights, Players, Cambridge, Saratoga, Philip Lowenbrau, Meister Brau, Milwaukee's Best,
and Plank
Morris Commander, and English Ovals cigarettes. Road beers, Magnum malt liquor.
Philip Morris International
The Seven-Up Company
Asia: Marlboro, Lark, Parliament, Philip Morris 100's, 7UP and Diet 7UP lemon-lime and Like cola
carbonated
Virginia Slims, Philip Morris Lights, Chesterfield, Four soft drinks, JuiceUp frozen juice
concentrates, Nouvelle
Square, Red & White, K-2, Cavanders, Select, Monterey, soups, Mountain House freeze-dried food
products, other
and Shelton cigarettes. food and beverage products.
Australia: Peter Jackson, Alpine, Marlboro, Black & White,
Chesterfield, and Viscount cigarettes, Lindemans, Rouge
Homme, and Leo Buring wines.
Canada: Benson & Hedges, Mark Ten, Belvedere, and
Viscount cigarettes.
European Economic Community Countries: Marlboro,
Muratti Ambassador, L&M, Merit, Raffles, Philip Morris
Light American, Philip Morris Super Lights, Diana, and
Multifilter 100's cigarettes.
EFTA, Eastern Europe, Middle East & Africa: Marlboro,
Muratti Ambassador, Philip Morris Extra, Brunette, Bel-
mont, Bond Street, Merit, L&M, and Link cigarettes.
Latin America/Iberia: Marlboro, Galaxy, Lider, L&M,
Rubios, Derby, Colorado, Nacional, Merit, Chesterfield,
Fortuna, Baronet, and Delicados cigarettes, La Aurora
cigars, Bohemia and Presidente beers, Castillo rums,
Larios spirits.
20 TIMN 440941

MILLERBREWIN
With its Lite and Miller High Life brands, Miller Brewing has the
second- and third-largest-selling beers in the United States.

Philip Morris Incorporated
Philip Morris Incorporated had another excellent year in
1985. Operating income rose 14.2% above the level of
1984 to $2.7 billion, on a 3.8% gain in operating revenues
to $14.3 billion. The U.S. tobacco business was the largest
contributor to our income advance, and results improved in
most of our other businesses as well.
Effective July 1, 1985, we sold substantiaiiy all of the
Philip Morris Industrial operations (principally Plainwell
Paper Co., Inc. and Wisconsin Tissue Mills Inc. to Chesa-
peake Corporation, and Nicolet Paper Company to Ham-
mermill Paper Company). The total sales price of $250
million produced an after-tax gain of $38 million. We
divested these profitable operations because they were
no longer significantly integrated with our major busi-
nesses and were removed from the branded consumer
products industries.
Philip Morris U.S.A.
Philip Morris U.S.A. increased its sales volume to 213.6 bil-
lion cigarettes in 1985, up 1% from 211.6 billion units in
1984. Our gain contrasted with a decline for the U.S.
industry from 600 billion units in 1984 to approximately
595 billion units last year.
Market share for Philip Morris U.S.A. thus rose 0.6
share points in 1985 to approximately 35.9%, widening
our leadership position in the industry.
Operating income for 1985 climbed 17.5% to
$2.1 billion. Operating revenues were up 7.8% to
$6.6 billion.
Philip Morris Incorporated
Operating Revenues
6
Philip Morris Incorporated
Operating Income
Another strong performance by the Marlboro family
paced our success in 1985. Marlboro-the nation's num-
ber-one brand-posted a 3.3% volume gain to 133.3
billion units and approximately a 22.4% market share.
Marlboro Lights again was the best-selling low-tar
cigarette in the United States. Marlboro Red and
Marlboro Lights in full-priced king size 25's packs were
launched nationally in January 1985 and contributed to
the overall volume gain for the brand.
Virginia Slims, the leading cigarette marketed to
women, was another of the industry's established brands
that grew in 1985. Virginia Slims in a longer, 1 20mm ver-
sion was nationally introduced in the fourth quarter and
contributed to growth. In addition, Merit and Benson &
Hedges 100's maintained their leading positions in their
segments.
Philip Morris U.S.A. will continue to concentrate on
"full price" cigarettes. However, consumer acceptance of
brands in the lower priced or "value" category has cre-
ated additional opportunities for us to pursue. We
launched Players Lights 25's nationwide in December to
position ourselves in this segment.
New products are central to our growth philosophy. As
we identify opportunities in the marketplace, we develop
and test products designed to meet them.
Our objective is to continue to develop process
improvements that result in better quality cigarettes as
well as greater efficiencies. We are backed by the most
i: S CGgarette injusvy ri.t Sa:es
.Philip Uiorr,s Share of L S 1~.custry (%!
U.S. Cig arette Industry
Unit Sales
°TININ 440927

Worldwide Coffee & International
Products
Last year was difficult for this business, which contributes
about one-third of our operating income. We were able to
hold earnings stable despite the strong U.S. dollar and a
rundamental shift in the way we market coffee.
To increase the importance of product quality and con-
sumer marketing, Maxwell House cut the list prices of
regular ground coffees and reduced trade promotion
spending. Coffee volumes declined temporarily as the
grocery trade reduced inventories that had been built to
take advantage of prior price deals.
The cost of green coffee jumped at year-end due to a
severe drought in Brazil, and retail prices have followed
upward. As a result, 1986 is likely to show unusual coffee
consumption patterns.
Maxwell House quality improvements have helped to
keep us the number-one U.S. coffee company. A major
improvement in 1985 was Fresh Lock, a small packet
inserted to protect taste by removing oxygen and moisture.
Our coffee business outside the United States had a
good year. Kaffee HAG in Germany continued its leader-
ship as Europe's best-selling brand of decaffeinated cof-
fee. Our Saimaza brand in Spain lengthened its lead of
the roast coffee market to a 23% share. In Canada, we
began a major drive into premium coffee, including Heri-
tage, the first instant to contain fresh ground coffee.
Coffee continues to be a major growth business in the
populous Asia/Pacific region. Our joint venture in Korea
with Dong Suh Foods posted its fifth straight year of
growth exceeding 30%. In Japan, our Ajinomoto-General
Foods joint venture opened its fourth freeze-dried coffee
plant. Construction began in India on a soluble coffee
and powdered beverage plant, the first facility of our
Kothari-General Foods joint venture. We also entered two
joint ventures in the People's Republic of China in 1985
and introduced Maxwell House instant coffee there.
Nearly all of our non-coffee businesses outside the
United States are market leaders, and most held or
increased share in 1985.
Through our Hostess brand, we consolidated our posi-
tion as Canada's number-one producer of potato chips
James L. Ferguson
Chairman and Chief Executive Officer
General Foods Corporation
11
and other snack foods. Hostess now has a 34% share of
market, more than twice that of our nearest competitor.
Other important national franchises include Hollywood,
which has more than 80% of the chewing gum market in
France; Simmenthal, Italy's leading brand of canned
meats; Kibon, the best-selling ice cream in Brazil; and
Bird's, a leader in dessert products in Britain.
Our growing food service business markets coffee and
grocery products in the United States and internationally
to restaurants, airlines, schools, and other institutions.
Volumes, revenues, and earnings increased substantially
in 1985. Crystal Light drink mix did particularly well in its
first full year of national food service distribution.
Processed Meats
Contributing about 15% of General Foods' operating
income, our processed meats business.benefited from
good volume growth and improved margins in 1985,
raising earnings significantly. Both the Oscar Mayer and
Louis Rich brands maintained strong share leadership of
every major-category in which they compete.
Oscar Mayer strengthened its top position in sliced
luncheon meat with the national introduction of Select
Slices, a new premium line. The company increased its
share of the overall bacon market and successfully test
marketed Center Cut Bacon, a leaner premium brand.
Louis Rich processed turkey products registered higher
income on a 12% volume gain, the 15th straight year of
double-digit growth. Louis Rich luncheon meats are now
the number-two national brand behind only Oscar Mayer.
Turkey's appeal as a low-fat source of protein continues to
stimulate consumer demand.
The year 1985 was one of accomplishment for General
Foods-and even more confidence in our strategies and
people. Our commitment to quality and convenience
continues in 1986. We expect to have another good year.
TIMN 440932

GENERAL FOOD
General Foods sells its products under more than 60 major brand names, inc
Maxwell House coffe% Post cereals, and Ent

General Foods Corporation
U.S. Grocery Products
Post cereals, Log Cabin syrups, Entenmann's baked
goods, Oroweat specialty breads and rolls.
Kool-Aid and Crystal Light soft drink mixes, Country Time
lemonade flavor drink mix, Tang instant breakfast drink,
Instant Postum cereal beverage.
Jell-O brand dessert products and frozen novelties,
D-Zerta brand desserts and topping mix, Cool Whip
whipped toppings, Dream Whip whipped topping mix,
Minute brand tapioca, Baker's chocolate and coconut
products, Calumet baking powder, Certo and Sure-Jell
brand fruit pectins.
Birds Eye quick-frozen vegetables and fruits, Minute rice,
Stove Top stuffing mix, Shake 'n Bake seasoned coating
mix, Good Seasons salad dressing mix, Open Pit barbecue
sauce, Ronzoni pasta.
Worldwide Coffee & International Products
Maxwell House, Maxwell House Master Blend, Yuban,
Sanka, Brim, and General Foods International coffees.
General Foods brand name coffees, cold beverages, des-
serts, and other food products for the food service
industry.
Canada: Maxwell House, Sanka, and Chase and Sanborn
coffees, Jell-O desserts, Baker's chocolate, Hostess
potato chips and snacks, Kool-Aid drink mix, Tang flavor
crystals, other food and beverage products.
Europe: Maxwell House, Gevalia, HAG, ONKO, Bird's and
Saimaza coffees, Bird's desserts, Tang beverage mix,
Hollywood chewing gum, Krema candies, Simmenthal
processed meat, Mareblu fish, other products.
Latin America: Maxwell House and Cafe Oro coffees,
Kool-Aid and Tang beverage mixes, Kibon ice cream, Jell-0
desserts, Rosa Blanca soups, other food products.
Asia/Pacific: Maxwell House and Maxim instant coffees,
non-dairy creamer, Tang and Kool-Aid beverage mixes,
other food products.
Processed Meats
Oscar Mayer and Louis Rich luncheon meats, franks and
wieners, Oscar Mayer bacon, sausage, and ham, Louis
Rich fresh turkey cuts, Claussen refrigerated pickles.
Oscar Mayer, Louis Rich, and Chef's Pantry meat and
turkey products and Claussen pickles for food service and
deli customers.
TIMN 440942
21

General Foods Corporation
General Foods Corporation made good progress in 1985.
Though overall volume rose in line with the industry
growth rate, we were able to win higher market share for
many of our major brands. More than 75% of 1985 sales
came from brands that hold the number-one market
position.
During the last two months of 1985, General Foods
had operating revenues of $1.6 billion and operating
income of $116 million.
New product activity during the year was strong, with
nearly all of our businesses introducing or expanding sig-
nificant new entries in the faster growing segments of
their markets.
U.S. Grocery Products
This business, which accounts for just over half of General
Foods' operating income, improved its earnings, particu-
larly in powdered beverages and bakery products.
Though the powdered soft drink market was down
modestly, we gained share for our Kool-Aid, Crystal Light,
and Country Time brands. At nearly 75%, our share is at a
12-year high.
The Crystal Light brand gained further consumer
acceptance in its second year of national distribution and
became the leading sugar-free powdered soft drink. Con-
venient ready-to-drink Kool-Aid Koolers with 20% juice
were expanded to 25% of the United States. The product
has already reached the number-two position in the fast-
growing aseptic juice drink market.
?'6 ' 984aatadre`or',9771985t'.scalyears, '976'984dataarefor~ ,977~ 98Sfisca'.years,
_._~aoorcwmatey'Viarch 31 ended appro.ximately March 37
General Foods Corporation
Operating Revenues
. > . _,,- a's
General Foods Corporation
Operating Income
Miilipr5 of Do:-lafs
Our bakery business posted significant increases in vol-
ume, sales, and earnings. Entenmann's, the leading
U.S. producer of fresh baked sweet goods, continued its
successful expansion to the western United States and
plans to expand further this year. Entenmann's improved
its position in the Northeast by introducing premium
chocolate chip cookies and several new Danish
pastry products.
Oroweat, which is the largest producer of specialty
breads in the western United States, also had higher
volumes, largely due to new products and quality
improvement.
General Foods' dessert business continued to build on
the Jell-O trademark for new products. Jell-O Gelatin
Pops, for example, scored outstanding results in a nation-
wide rollout. This product and Jell-O Pudding Pops have
strengthened our leadership of the fast-growing frozen
novelty market. The Jell-O brand of refrigerated Ready-To-
Eat Puddings entered test market in 1985 with encourag-
ing early results.
We have maintained our premier positions in the Jell-O
brand's original markets-gelatin and pudding desserts.
We recently introduced sugar-free products in both seg-
ments. Our 1985 share rose to nearly 78% of the gelatin
market and nearly 74% of puddings.
Our Birds Eye trademark is helping us to enter another
dynamic market segment-prepared convenience meals.
At the end of 1985, we began shipping into test market
Fresh Creations frozen dinners from Birds Eye. They fea-
ture high-quality ingredients and a unique cooking system
that preserves fresh taste.
Post cereals achieved significantly higher earnings for
the year. Our key brands gained market share, even
though our total share of the highly competitive cereal
market declined.
Two new varieties were added to our successful Fruit &
Fibre line. New advertising and improved quality have revi-
talized the growth of Grape-Nuts and Natural Raisin Bran.
And in late 1985, Post introduced nationally Horizon Trail
Mix, a new cereal for active young adults.
TI-M.N 440931

Consolidated Balance Sheets
(in mi:!ions of dollars)
at December 31 1985 1984
Assets
Cash and cash equivalents $ 156 $ 94
Receivables, net 1,797 854
Inventories:
Leaf tobacco 1,882 1,796
Other raw materials 761 359
Finished product 1,184 498
3,827 2,653
Other current assets 113 39
Total current assets 5,893 3,640
Property, plant, and equipment, at cost:
Land and land improvements 399 267
Buildings and building equipment 2,391 1,773
Machinery and equipment 4,461 3,316
Construction in progress 267 225
7,518 5,581
Less, accumulated depreciation 1,834 1,567
5,684 4,014
Investments in unconsolidated subsidiaries and affiliates 1,099 1,054
Goodwill and other intangible assets 4,457 547
Other assets 296 84
$17,429 $9,339
See notes to consolidated financial statements.
28
TIMN 440949

TOBACCO
Philip Morris t1. S.a. and Philip Morris International pr
flue-cured and burley tobacco leaf into Martboro and
quality cigarettes for U. S and world markets.

Consolidated Statements of Earnings { C
(in mi;!ions of dollars, except per share data) ~ !
for the years ended December 31 1985 1984 983
Operating revenues $15,964 $13,814 $12,976
Cost of sales:
Cost of products sold 6,318 5,517 5,343
Excise taxes on products sold 3,815 3,676 3,510
Gross profit 5,831 4,621 4,123
Marketing, administration, and research costs 3,117 2,329 2,248
Operating income of consolidated companies 2,714 2,292 1,875
Equity in net earnings of unconsolidated subsidiaries and affiliates 82 54 83
Operating income of operating companies 2,796 2,346 1,958
Corporate expense 123 138 129
Interest expense 345 299 234
Facility write-down 280
Other (income) deductions, net (1) 22 10
Earnings before income taxes 2,329 1,607 1,585
Provision for income taxes 1,074 718 681
Net earnings $ 1,255 $ 889 $ 904
Earnings per share $ 10.47 $ 7.24 $ 7.17
See notes to consolidated financial statements.
I
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30
TIMN 440951
