Abstract
Document prepared for Wells, Rich, & Green advertising by Special Market Services, Inc. Presents an image building program for Benson & Hedges aimed at Black and Hispanic consumers. Covers background, objectives, program overview, execution procedures, organizational structure, and appendices focusing on specific issues. Anticipates building "long term, mutually beneficial relationships between Benson & Hedges brands and key components within the target communities" based in part on "an aura of social responsibility." Mentions that providing employment opportunities and "establishing rapport with key organizations and individuals in the target communities" will "provide an excellent source of positive publicity." Advocates using "a prominent women's organization in each market to 'co-venture' on the effort," so long as feminist organizations are avoided. Names key project managers and lists the basis for their appeal to relevant demographic groups.
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IN ADDITION, THE PROJECT MANAGERS AND TEAM SUPERVISORS USED
BY SMSI HAVE ALL HAD PREVIOUS EXPERIENCE IN'BOTH SELECTIVE
AND ENVIRONMENTAL SAMPLING PROJECTS.
TRAINING:
ALL SAMPLING STAFF IS REQUIRED TO ATTEND A SIX-HOUR TRAIN-
ING SESSION PRIOR TO THE START OF ANY SAMPLING PROGRAM.
THE TRAINING IS GENERALLY ORGANIZED AS FOLLOWS:
9:00 - 11:00 -A..M. - TEAM 'BUILDTNG EXERCISE
THE TEAM BUILDING EXERCISE THAT-WE USE WAS SECURED
.FROM THE NATIONAL TRAINING LABORATORY (NTL), AND
HAS BEEN USED SUCCESSFULLY TO ACCOMPLISH SEVERAL
_:
GOALS:
1. HELP DEVELOP COOPERATIVE RELATIONSHIPS
AMONG NEW PERSONNEL;
2. POINT OUT THE NEGATIVE IMPACT OF "COM-
PETITIVE" THINKING AMONG PEOPLE WHO MUST
WORK TOEGETHER TOWARD A COMMON GOAL; AND
3. HELP ENCOURAGE A CONCERNED, BUT RELAXED
ATTITUDE AMONG EXERCISE PARTICIPANTS.
11:00 A.M. - 12:00 NOON - PROJECT OVERVIEW/RUL:ES &_REGULATIONS
AFTER THE SAMPLING STAFF HAVE BECOME MORE RELAXED
AND INVOLVED IN THE' PROJECT AS A RESULT OF THE
TEAM BUILDING EXERCISE, WE MOVE INTO THE DIRECT
PROJECT TRAINING. THE SAMPLERS ARE FIRST GIVEN A
FULL OVERVIEW OF THE PROGRAM SO THAT THEY WILL
UNDERSTAND THE IMPORTANCE OF THEIR INDIVIDUAL
ROLES. THEY ARE THEN TOLD THE RULES AND REGULA-
TIONS THAT ARE ESSENTIAL TO CIGARETTE SAMPLING,
SUCH AS NEVER GIVING PRODUCT TO ANYONE UNDER 21
YEARS OLD OR TO ANYONE IN AN AUTOMOBILE.
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ORGANIZATIONAL
STRUCTURE
.
1002688629
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ORGANIZATIONAL'STRUCTURE
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SMSI EMPLOYS A COMMENDABLE GROUP OF MARKETING AND MANAGE-
MENT PROFESSIONALS WHO WILL MAKE UP THE UPPER AND MIDDLE
MANAGEMENT TEAMS FOR THE,PROGRAM. ALL OF THESE MANAGERS
HAVE WORKED WITH THE COMPANY'S SAMPLING SERVICE FOR A
MINIMUM OF TWO YEARS, AND HAVE HAD AT LEAST AN ADDlTIONAL
FIVE YEARS OF.MARKETING AND/OR MANAGEMENT EXPERIENCE IN
OTHER RELEVANT CAPACITIES. A BRIEF NOTE ON EACH OF THEIR
BACKGROUNDS IS PROVIDED LATER IN TH'IS SECTION'.
~AS THE FOLLOWING ORGANIZATION CHARTS INDICATE, THE TWENTY
RECOMMENDED CITIES HAVE BEEN DIVIDED INTO FOUR GROUPS; AND
OVERALL MANAGEMENT RESPONSIBILITY FOR EACH OF THE GROUPS
IS ASSIGNED TO ONE MARKET GROUP MANAGER. THE MARKET GROUP
MANAGERS HAVE A'LOCAL PROJECT MANAGER TO ASSIST THEM WITH
RECRUITMENT AND EXECUTION IN'EACH MARKET.
THE MARKET GROUPS ARE DIVIDED SO THAT MARKETS IN COLDER
CLIMATES WILL BE SAMPLED IN JULY AND AUGUST, AND THOSE IN
WARMER AREAS IN SEPTEMBER AND OCTOBER. IN ADDITION,.TIMING
,IS ARRANGED SO THAT THE PROJECT MANAGERS WILL HAVE AT LEAST
FOUR WEEK PLANNING LEADTIME FOR EACH MARKET.
s_~ :~.
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LOCAL ORGANIZATIONAL STRUCTURE
( Examp.2e: V etAo.i,t )
NATIONAL MANAGER
Sandy McNe,i,Q.
I
MARKET GROUP MANAGER
MoAgaK Can,tuc
FLOATERS (4)
- - - ~ - ~ -
" ' " "TROUBLE SHOOTERS (5)
LOCAL PROJECT MANAGER
Rev. L. B. Le6zelt
SUPERVISORS AND DRIVERS (5 EACH)
SUPERVISOR SUPERVISOR SUPERVISOR SUPERVISOR SUPERVISOR
& DRIVER I & DRIVER II & DRIVER III & DRIVER IV & DRIVER V
10 D.i.atr,ibu,tou 10 D.i s n,ibu,tona 10 D.i,6tr,ibu,tou 10 U.i,e.tA,i,bwtoAs 10 V-i.a#A.ibwtona
(5 te.arrus o 6 2 each )
SMS I ,
4/22/82
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