Details the objectives of a product promotion plan targeting the military for the first sales cycle (Jan-Feb)of 1971. Includes directions to "identify those accounts which have refused...Marlboro Lights." These accounts are designated "Target Accounts." Virginia Slims and Benson & Hedges Menthols are also to be agressively promoted. Outlines ways of maximizing exposure for brands through display positions in outlets: e.g., "Have our cartons well exposed in an easily accessible section of the carton fixture." Advises that "full advantage of these [special military offers]...to sell and display company products" be taken. Under the section "Sample & Switch sell" it states: "All smokers of low tar and nicotine cigarettes should be switched to Lights." Goes on to emphasise "MAKE EACH ONE COUNT FOR A NEW SMOKER"
See also #1002350808/0810 and #1005201524/1526
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PRODUCT PROMOTIOi PLAN OBJECTIVES - AILITARV
FIRST SALES CYCLE
JANUARY 3- FEBRUARY 25, 1971
Identify those accounts which have refused'or have not yet accepted Marlbor&
Lights. These must become your "Target Accounts" during this cycle. Take
the necessary action to get this brand authorized in all assigned accounts.
The rapid'.growth of Virginia Slims warrants that they be available in all
major military resale stores. Establish objectives for the placement of
this brand and then move toward the attainment of these objectives.
Benson & Hedges l-00''s is enjoying excellent growthiin the military market.
Make every effort to close any distribution gaps which might exist iin your
accounts. Place special effort on Benson & Hedges 100's menthol as this
brand is enjoyingian extremely high growth rate.
When orders are taken for these brands follow the steps outlined in the last
Product Promotion Plan to insure immediate availability to the consumers.
Solicite addiitional orders for all our major brands in rellation to their
growthito eleminate any possible out of stocks. Use your account figures
and share of market reports to illustrate the need for increased inventories.
Check all ware houses and store rooms to insure that any remainfng!Christmas
wrap merchandise is sold out immediately.
No call is complete until you have presented the full corporate line.
Establish objectives and prepare special presentations to gain acceptance
to products not currently being stocked.
MERCHANDISING AND DISPLAY
Make a concertedleffort to: improve the display position and exposure of our
products. The high traffic and fast pace of these outllets in many cases
means that the better the exposure, the better the salies. Some areas to,
work on are: ~
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Have our cartons well exposed in an easily accessible
section of the cartonifixture.
Make certainithat our cigarette brands are ava1lablle in
all package fixtures. Also make certain that our bllades,,
gum and toiletries are well exposed'at every selling
Counter displays are permitted in many resale outlets.
In all such outlets place our brand displays.
Separate mass floor bins used for incentive itemid'isplays
are very effective iniselliing extra merchandise. Ini
shelf displays do liittle to influence brand switching,.
When V.P.R. promotions are in effect make certain that
you are givenispeciiall displays to insure maximum sal!es.
Managers and clerks can assist greatly in maintaining
dilstribution, proper inventory levels and displays for
our products. Get them oniyour side.
Our vendingicontract is bei'ng revised. Marlboro Lights wiTl replace
Virginia Slims as a contract brand and Marlboro Menthol will replace
New Leaf. You willl be suppli,ed with new contract forms, invoice forms,
placement liists and trade announcements as soon as these are available.
It will not be necessary to renew contracts for accounts presently
participating in our vending program. Any new contracts signed should
however be processed on the new forms.
When this new material reaches you start immediately to contact all
vending specialists to discuss the new contract and solicit placements
for our brands.
Any needed vending labels may be requi'sitioned.
MILITARY SPECIAL OFFEP,S
You will be ad'vised in the near future as to the complete details of
several new military special offers. Take full advantage of these
and all special offers to sell and display company products.
SA'MPLE AND SWITCH' SELL
Your allocation of 4's dh!ring January and February wfl!li be Marllboro Lights -
and Virginiia Slims. Use al1 4's to good advantage. U'se your daily a1locatior ~
of 20's for switch selling in resale outlets where this is permitted. All ~
smokers of low tar and nicotine ci'garettes should be switched to Lights. ~Jj
Other brands should'be switchisold as the situation dictates. Make each one ~
count for a~ new smoker. --
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Your efforts duriing this cyclle will help tolset the stage for all of 1972.
wow is the time to insure that your course is set in the proper direction.
Personal objectives should be establishediand every step takenito see
that these are reached. Your work habits should be reviewed and every
effort made to improve those that are not contrilbuting to your maximum
1971 was a very good year for your company. Lt will not be easy to maintain
the present growth rate, but seldom are worthwhile goalls easily reached.
The forward momentum of our brands, the exciting promotions planned, the
contiinued~strongimedia support coupl'ed1with your continued'iefforts will make
1972 an even better year for the company and yourself.
JPJL/lms. J.P. Jeb Lee