USC Tobacco Industry Monitoring Project Collection
Brand Performance Review Virginia Slims
Date: Jun 1990 (est.)
Length: 6 pages
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Length: 6 pages
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Volume of sales, actual vs. forecast vs. previous year, & market share data for Virginia Slims & Superslims. Written reports of same & comparisons follow. Overview of advertising efforts, promotions & giveaways
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BRAND PERFORMANCE REVIEW BRAND NAME : VIRGINIA SLIMS MONTH : June, 1990 VOLUME & SHARE TOTAL BRAND Volume Market Share-% Versus Versus Adj. lst Rev. lst Rev. Actual Forecast Vs. '89 Forecast Vs.'89 Actual Vs.'89 (mil) Month 1,482 Latest Three 4,525 Months YTD 7,812 Latest Twelve 16,653 Months (mil) (mil) (%) -292 -38 -16.5 N/A -101 N/A -144 +108 -1.8 N/A +223 N/A (%) +2.8 -1.6 +1.7 +1.8 3.21 3.18 3.14 3.24 +0.57 +0.09 +0.16 +0.24 SUPERSLIMS TOTAL BRAND LESS SUPERSLIMS Versus Mkt Shr Actual Forecast Actual (mil) (%) (%) Mkt Share Actual Vs.'89 Actual Vs.'89 (mil) (mil) (%) (%) Month 105 -60.5 0.23 YTD 1,284 -38.4 0.25 1,377 -143 2.98 +0.34 7,235 -469 2.91 -0.07 For the previous 12 months, total Virginia Slims volume is above 1989 figures by +223mm units or +1.8%. Year-to-Date, Virginia Slims is above last year's figures by +108mm units, or +1.7%. But without Superslims volume, Virginia Slims business YTD would be down -469mm units, or -5.7%. o Superslims Superslims May volume was 105mm units, -60.5% below lst revised forecast. YTD volume is 1,284mm units, -38.4% below forecast. It should be noted that Superslims 1st Revised volume assumption of 2,286mm units was too high. For 2nd Revised Forecast Superslims volume target has been lowered -30% to 1,598mm units. Superslims Menthol shipments have been slightly greater than Regular shipments for the month (55 mm units - Menthol, 50mm units - Regular) and for YTD (300mm units r Menthol, 277mm units - Regular). Market share for Superslims in June is 0.23 (0.12 - Menthol, 0.11 - Regular), which equals the YTD market share.
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TOTAL BRAND o Volume vs. 1989: For the month of June, all packings except Superslims and 120's Regular (+5.0%) were down versus '89, with Parent and Lights showing the largest losses (-4.5% and 9.1%, respectively). On a YTD basis, shipment volume for all packings except Superslims and Ultra Lights Regular (+0.4%) are trailing '89 figures. Parent and Lights packings again show the largest decline at -5.6% and -10.3%, respectively. o Volume vs. lst Revised Forecast: For June, all packings and consequently, Total Brand volume were below forecast by -1.8%. YTD, all packings except Superslims are above forecast. Brand volume (YTD) is below forecast due to Superslims under-performance. o Share vs. 1989: Total Brand YTD share is 3.14, +0.16 pts. above last year's share. All packings lost share vs. YA except Ultra Lights (+0.01) and Superslims. Parent and Lights lost the most share YTD, -0.03 and -0.07 pts., respectively. Ultra Lights and 120's remained flat.
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VIRGINIA SLIMS 1. Advertising 2. Event Promotions June 1990 o Second half 1990 mainline shoot approved and released. o Second half ethnic advertising approved and released. o Full year Hispanic creative approved and released. o Ladies Home Journal "Never Underestimate The Power of a Woman" Special in development for November issue. o Self-liquidating Virginia Slims T-shirt offer fielded in April/ May magazines. A 50G-off-pack/ $1.00 off-carton self-destruct coupon was included. Response rate has been excellent, with over 125,000 T-shirts ordered to date. o Women's Opinion Poll success- fully released in April. Public relations support will be moni- tored throughout the year. o Events groups coordinating 1990 Southern Women's Show program. Remaining schedule as follows: Place Show Date Greenville, SC 9/13 Charlotte, NC 9/20 Augusta, GA 9/27 Birmingham, AL 10/4 Jacksonville, FL 10/8
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i. 3. Promotion Pro q m o Sept/Oct 2-pack with "Little Black Book" in production. Promotions group coordinating. o September "Models Need Dates" ad in production; contest in final development. Promotions group coordinating. o 1991 Book of Days in production. Production is on schedule, as follows: Second Press Proof w/o 6/18 Press Schedule w/o 7/2 - 7/23 Bindery production w/o 9/28 o Virginia Slims' Walgreens promotion planned for November 1990. Offer will give consumers $2.00 discount on any Cosmetic and Beauty item with purchase of a carton. Agency revising creative for presentation w/o 7/16. Promotions group coordinating. 4. Packaging o Exploration underway to update packaging for entire family for launch in 1991. Qualitative research conducted in Chicago and New Orleans. Results indi- cate need to modify packs with greater color emphasis. Devel- opment process continuing, with revised comps due week of 7/16. 5. Direct Mail o Entire 1990 Slimsclub Direct Mail program approved and in production. Initial mailing fielded week of April 4th. Approximate initial circulation is 600,000. Second mailing fielded w/o June 11.
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6. 1990 PPP Activity June July Contract V/Superslims B2G1F July August Superslims Set Sell II Hispanic and Black POS Superslims Plan R/Plan C September/October Contract III Set Sell 2-pack with Little Black Book Superslims B2G1F November/December Book of Days Carton Promotion Inner City Menthol B1G1F 7. Miscellaneous o In/Out Decals for Mainline and Ethnic produced. Decals shipped to field in July for August placement. o Grocery Baskets and Roly Polys in production to be fielded in August. Rite Aid to receive specially designed baskets for all stores. o 1991 Trade Calendars in develop- ment. One calendar, including both mainline and ethnic moderns will be produced. SUPERSLIMS 1. Advertising o New "Vertical Stripe" campaign launched in May magazines and July outdoor. Incremental funding has extended the print and outdoor campaign for the remainder of 1990. 2. Event Promotions o A "Cabaret" concept test program proposal is in final develop- ment. Scheduled to be fielded in 1 city during 4th Quarter 1990.
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3. Promotion Programs o June/July Superslims B2G1F pack promotion in field. Mobil and Southland participating. July magazine ad (40mm circulation) extending reach of promotion with "Slimsphone" offer along with B1G1F pack and $2.00 carton coupons. 2,400 orders have been received to date. o Development in progress on February 1991 2-pack w/lighter to include self-liquidating crystal ashtray. 4. Direct Mail o 1990 Superslims Direct "Re-Contact" program in develop- ment. Scheduled drop date of first mailing is late August.