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ir ij MILITARY REPRESENTATIVE FOURTHISALES CYCLE JULY'2, 1973 - AUGUST 24, 1973' INTRODUCTION As you approach the Fourth Sales Cycle, you shouldlplan to sel1-in and merchandise brands Sn~yy .that we are featuring during thatperiod. National advertisingiwill be placed behindlthe ,,~fol'lowing brands this cycle ;.. . , _ , . _ GROWTH , ~ } NATIONAL MILITARYti ~ "'W Parliament , N yE x ^+4.1 1 9 ~.''A } virginiaSlims +12:0 +4 7 d--~ Marlboro Lights ssrY. +19. 4 +55.1 Marlboro 100's +15.3; +8.6 :j CALLt PRIORITIES - ~ ~. . ~ .~. . ... .- ... . .. .. ...... .. . ~ _ . .,. . .. ~y~~• Your call priorities are the same as priorities set by the Sales Representatives, Area Managers,Distributor Sales and Area Managers-Chain Sales. During eacfiicall, you must accomplish your In~Store Mission (an ongoing responsibility), and sell the Product Promotion Plan w en app ica e. Your call priorities shouldbe established on the basis of the voliume of the outlet, and what can be accomplished at that outlet. THE INa-STORE MISSION This function encompasses four (4) areas: Sales Preparation & Selling, Dtstribution, Merchandising and Trade Relations. 6~ . A. SALES PREPARATION SELLING Your objectives have been set and recorded oniyour cal'l cards. Gather any supportiing data you may need to sell new prodUcts, special promotions, and ~'- ;. specialidisplays. Record the fact's, benefits and statistics which answers } JY why the customer should buy. Aone half or one page presentation should be sufficient. B. DQSTRRBUTIiON As you contact each outlet, plan to close a minimum of one (1) distribution void inleach outlet. Continue until you have contacted every account in your territory. Your sectionimanager should be posted on the results of your efforts. 'Revdew sales figures in every outllet during each call!. Because of the rapidity in which our brands are growing, weekly orders and the current inventory must be increased at least proportionately. Ask decision maker if any written requests for alpartieular Philip Morris brand have been received. If so, the brand should!be inmediately placed iinithe order guide. • f..e=~ • :~- s,a

t • • •. I <., _ .. _ _. ~. _ .. :._ . _ ~. n " • ~ ~. ~{<< ' ~ #, p 2 . - .. . .. ' .. . ' '; , , ' - - ' . „• The Maxwell Report should always be used as a source of identifying brands for new istri~ution. The report has strong credibility with most military `} = 'buyers. Exchange buyers must use this report to determine what brands should be stocked ~.~ >. _ . C MERCHANDISSN6 Gaining and maintaining product exposure at the point-of-sale is a never W6; ending process. Regardless of what brands we are featuring in the Product Promotibn Plan, youimust accomplish the following in each call: ~~r~ 1 Counter D+isplays ('Pack or Carton) ~- . - n every location whether' or not you have a floor display, install' h ;~= I - '~= ;~'*• a counter display (pack or carton) -, -- •' . r ...,This can best be presented to a buyer in the same manner as P.O.S. Mat'erial. Simply tell the decision maker whatyou plan to do and ~ , do it. You can secure merchandise from the back room for this diisp9ay. 2. Floor Displays Since many of the military bases are great distances apart, you must try andlarrange for floor displays in several outlets on the same ~-'base the same day. Traveling great distances for minimal accomplishr ments should be avoidhd. ~ x 3• Carton & Single Pack Locations Your number one priority is to haNe a suf~~ficient inventory onihand ~ F,and to maintann a percentage ofsheJf space that is equal to Philip .~ . 'Morris market share. _4 Where possilble, locate our brandk on the top shelf position. As an alternate choice, you may accept the secondary shelf position. Because of our st'rong "Number 2" position in the cigarette industry, under no circumstances should we fall below the secondary position. Billboard our brands to maximize visualland the merchandising impact. f f =' The billboarding affect facilitates handling,for you and for the ,decisiion maker. Vending Machines 4• ._r• .. _ . .. „ - AAFES has published their suggested Load!Plan for 11973 7r4. Whereas N' ~ Marlboro Ki•ngs Box and Soft sales were previously'combtned - thus p a c~i g us in the 'Number~' position, the new Load Plan separates T Marlboro Box and Soft which places the Box in the "Number 5" position and Soft pack in the "Number 6" position. Every effort shouldlbe made to gain distribution on both Marlboro Kings Box and Soft. POINTi-OF-SALE ADVERTISING With the exception of AAFES (Army and Air Force Exchange Service) the philosophy of the Armed Forces is enerally to give manufacturers an opportunity to promote their products. Many of our A=1 ~floor bins) Promotions could be accepted if the outlet desires to do so. The point that is be~ingimade here is - you must do the following: Become familiar with • the outlets you are calling on and know the3ir merchandising polficy. ,~ °` •- - . - '• ~' ^ --- - - < - ' _ '4t ;,. .. • i`.•~ _ - j . _ . . -- _ 4 '~.~,•~. [. r ~4MRy~~ .. ~-- ~*}, "~.,`•-~ _3 9 :t~. - - . . .. . F ~~ 5~~-. ~ . -!. w.~ •ar -.: , - " . . . ~ • .s . .. . . .. ''~~ .7?' '. . Yc " . .. -i _.eY.'J~. .. - . ~j.. •~N ~1~ JJ 3 $ ~~ •Y~~ _-_ -.-. ' -- . ."~ '.. .. G~. ...'. i . . a. ~.r1CI~,~.----

kr !S' .. ,... . . _ .. THE EXCHANGE: _ This organization is in business to make a profit. Profitability r of Phili.}'pMorris brands should!be a part ofeach of your presentation~ t .-hSK.'.2.A~ .?s^\.:. 'lA'st... . .. -v. ' .. - .. . . . . .. . .., . .. .. :I-- (. THE COMMISSARY: Although the main goal is not profit, general expenses must be met, lfrom cigarettes cou dheTp meet these expenses. s- - ! ~Whether we are deali ng with a civilian buyer or a military buyer, ~~rofits and consumer demand are selling factors even though, profit is not the single most The following may differentiate the military mp3 orfantfacor tofhe military . Vdecision maker from the civilian decision maker ~'.i v ,The Military Decision Maker: Mis inflluen~ced by consumer demands 3' ~' ~~.. t fi. =r. The use of military incentives is a key factor in promoting our brands. Keep these two key points in mind: 1. You have your incentive allocation. Allow a minimum of 4 weeks for delivery - 5 weeks for the West Coast. •. ~ 2. Long range planning and indepth thought should go into determiining how incentives can be effectively used: Use incentives to boost sales on slower moving brands, Maintain sales onigood moving brands, q. .. and Increase sales on your leading brands. rpotts- ntatorer. . `. ~'. :Jhe CivilianDecisiion Maker: is influenced by rop fits and ~ .,consumer eman s- in that order. ~~. D TRADE RELATIONS ., . , ` Get to know everyone in the outlet that has any type affil!iatfion withicigorettes. The ratibnalie behindit'hat is to get as many people as possible in your military outlets assisting you with our brands. MILITARY INCENTIYES MILITARY REDEPLOYMENT MEETING By now you have heardifrom your Region Manager on the Military Redeployment meeting scheduled in June 1973. Call Cards, Philip Morris Customer Analysis Report, Military Catallog and Price Book, Military Representative's ASK Manual, and, a complete and current inwentory of incentive items as of May 31, 1973 should be brought along. Any add'itionallinformation that you will require for this meeting wi11! be provided by Good luck and good selling. your RegioniManagers. . ADMINISTRATIVE & REPORTING All call cards should be updated'and kept up-to-date. Short and long range objectives should!be recorded for each outlet - show date that you plan to accomplish objective. Make sure al1 call cards contain the order and delivery dates for cigarettes. There are no reasons why this cannot be the best year for military sales ever. =r: .'r r '`.~~