USC Tobacco Industry Monitoring Project Collection
Total Placement Comparison of Virginia Slims Book of Days Vs Two Earlier Virginia Slims A-1 Programs (Including Military)
Abstract
Compares the number of displays (organizer, mini bins, etc.) for Virginia Slims Book of Days and Personal Organizer on a national as well as a regional scale for 1979 & 1980.
Fields
- Target Market
- female
- Military
- Strategy
- No
- Message
- None
- Subject
- promotional merchandise
- sales
Document Images
Table 1
TOTAL PLACEMENT COMPARISON OF
VIRGINIA SLIMS BOOK OF DAYS VS TWO
EARLIER VIRGINIA SLIMS A-1 PROGRAMS
(Including Military)
Va. Slims
Book of Days Va. Slims
Book of Days Va. Slims
Personal Org.
(December 1980) (December 1979) (June 1979)
NATIONAL 14,345 14,297 13,724
Region 1 1,608 1,585 1,568
Region 2 1,246 1,457 1,228
Region 3 2,233 2,505 2,222
Region 4 2,812 2,633 2,706
Region 5 2,470 2,253 2,299
Region 6 2,012 1,860 1,811
Region 7 1,964 2,004 1,890

Table 2
STANDARD BIN PLACEMENT COMPARISON
VIRGINIA SLIMS BOOK OF DAYS
1980 VS 1979
(Including Military)
Va. Slims
Book of Days Va. Slims
Book of Days
% Change
(December 1980) (December 1979)
NATIONAL 12,283 12,087 + 1.6
Region 1 1,374 1,334 + 3.0
Region 2 1,150 1,325 - 13.2
Region 3 2,055 2,259 - 9.0
Region 4 2,348 2,125 + 10.4
Region 5 2,030 1,853 + 9.6
Region 6 1,752 1,590 + 10.2
Region 7 1,574 1,601 - 1.7

Table 3
STANDARD BIN PLACEMENT COMPARISON
VIRGINIA SLIMS BOOK OF DAYS
1980 VS 1979
(Chains)
Va. Slims
Book of Days Va. Slims
Book of Days
% Change
(December 1980) (December 1979)
NATIONAL 4,177 4,147 + 0.7
Region 1 382 276 + 38.4
Region 2 421 554 - 24.0
Region 3 684 881 - 22.4
Region 4 674 659 + 2.3
Region 5 488 491 - 0.6
Region 6 776 653 + 18.8
Region 7 752 633 + 18.8

Table 4
STANDARD BIN PLACEMENT COMPARISON
VIRGINIA SLIMS BOOK OF DAYS
1980 VS 1979
(Independents
Va. Slims
Book of Days Va. Slims
Book of Days
% Change
(December 1980) (December 1979)
NATIONAL 7,970 7,788 + 2.3
Region 1 954 1,032 - 7.6
Region 2 714 751 - 4.9
Region 3 1,353 1,345 + 0.6
Region 4 1,661 1,456 + 14.1
Region 5 1,536 1,354 + 13.4
Region 6 968 923 + 4.9
Region 7 784 927 - 15.4

Table 5
STANDARD BIN PLACEMENT COMPARISON
1980 VA. SLIMS BOOK OF DAYS VS
1979 VA. SLIMS PERSONAL ORGANIZER
(Including Military
Va. Slims
Book of Days Va. Slims
Personal Organizer
% Change
(December 1979) (June 1979)
NATIONAL 12,283 11,757 + 4.5
Region 1 1,374 1,344 + 2.2
Region 2 1,150 1,105 + 4.1
Region 3 2,055 2,084 - 1.4
Region 4 2,348 2,169 + 8.2
Region 5 2,030 1,887 + 7.6
Region 6 1,752 1,582 + 10.7
Region 7 1,574 1,586 - 0.6

Table 6
MINI-BIN PLACEMENT COMPARISON
VA. SLIMS BOOK OF DAYS
1980 VS 1979
Va. Slims Va. Slims
Book of Days Book of Days o Change
(December 1980) (December 1979)
NATIONAL 2,062 2,210 - 6.7
Region 1 234 251 - 6.8
Region 2 96 132 - 27.3
Region 3 178 246 - 27.6
Region 4 464 508 - 8.7
Region 5 440 400 + 10.0
Region 6 260 270 - 3.7
Region 7 390 403 - 3.2

Table 7
STANDARD BIN USAGE
1980 VA. SLIMS BOOK OF DAYS
Standard Standard
Bins Received Bins Utilized % Usage
NATIONAL 13,250 12,283 92.7
Region 1 1,485 1,374 92.5
Region 2 1,395 1,150 82.4
Region 3 2,485 2,055 82.7
Region 4 2,365 2,348 99.2
Region 5 2,030 2,030 100.0
Region 6 1,730 1,752* 101.3
Region 7 1,760 1,574 89.4
*Generic floor displays utilized.

Table 8
COMPARISON OF STANDARD BIN UTILIZATION
1980 VA. SLIMS BOOK OF DAYS VS
TWO EARLIER VA. SLIMS A-1 PROGRAMS
Va. Slims Va. Slims Va. Slims
Book of Days Book of Days Personal Org.
(December 1980 (December 1979) (June 1979)
NATIONAL 92.7 88.0 84.7
Region 1 92.5 83.6 80.2
Region 2 82.4 88.6 68.8
Region 3 82.7 78.4 81.7
Region 4 99.2 95.5 88.7
Region 5 100.0 91.5 93.9
Region 6 101.3 90.3 86.2
Region 7 89.4 91.3 89.9

Table 9
MINI-BIN USAGE
1980 VA. SLIMS BOOK OF DAYS
Mini-Bins Mini-Bins
Received Utilized % Usage
NATIONAL 2,405 2,062 85.7
Region 1 285 234 82.1
Region 2 155 96 61.9
Region 3 280 178 63.6
Region 4 485 464 95.7
Region 5 440 440 100.0
Region 6 300 260 86.7
Region 7 460 390 84.8

Table 10
COMPARISON OF MINI-BIN UTILIZATION
VA. SLIMS BOOK OF DAYS
1980 VS 1970
Va. Slims Va. Slims
Book of Days Book of Days Difference
(December 1980) (December 1979)
NATIONAL 85.7 77.0 + 8.7
Region 1 82.1 62.0 + 20.1
Region 2 61.9 60.0 + 1.9
Region 3 63.6 100.4 - 36.8
Region 4 95.7 75.3 + 20.4
Region 5 100.0 86.0 + 14.0
Region 6 86.7 76.1 + 10.6
Region 7 84.8 79.8 + 5.0
