Virginia Slims Superslims product details packet with brand specs and marketing info, including: product description; tar and nicotine content; universal product code; price; case information; case dimensions; management meetings; introductory allowance etc
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BIIPERSLIME PRODUCT DETAILS
Superslims Ultra Low 100's Regular - White Tipping
Superslims Ultra Low 100's Menthol - White Tipping
20 cigarettes per pack, 10 packs per carton, 200 cigarettes per
Box packings only
"Tar^ and Nicotine Content
Superslims Ultra Low 100's Regular - 6mg. "tar", .5mg nicotine
Superslims Ultra Low 100's Menthol - 6mg. "tar", .5mg nicotine
Universal Product Code
Superslims Ultra Low 100's Regular 02100 12100
Superslims Ultra Low 100's Menthol 02110 12110
100's - Full Margin
Case Packing - 12M
Case Cube - 3.174 cubic feet
Superslims 100's - 20.63" x 11.63" x 22.87"
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FIELD INSTRUCTIONS AND DETAI S
Management/retail meetings will be held on Tuesday, September
Wednesday, September 6, 1989.
° Allowance period -- September
18 - October 27
° Introductory Allowance -- $24.00 per case up to allocation during
the introductory period.
° Early Acceptance Allowance -- $24.00 per case up to allocation if
shipped and received by October 6, 1989.
' The Introductory Allowance and Early Acceptance Allowance will
paid "off invoice" at the time of shipment.
Carton Allowance 2 For 1
' The usual $.10 per carton handling allowance will be offered to
wholesalers during the introductory period for tax stamping 2 for
° Machine tax stamping will be possible for all regular product.
° 2 for 1 product cannot be machine stamped. Ten cents ($.10) per
carton will be paid on the 2 for 1 product for hand stamping due
to different packing configuration. This is in addition to the
above handling allowance.
Note: The 2 for 1 handling and stamping allowances will be paid
off-invoice. Two for one tax stamp reimbursement will be paid
from section offices.
° Introductory orders with "off-invoice" allowances will be billed
on separate invoices. If a customer is to receive an allowance
on only a portion of the order, two separate invoices will be
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°"Off-invoice" allowance will be given only on those orders which
are received from sales personnel during the introductory period
and which specify that the allowance is to be given. Ordering
procedures are the same for accounts using the Electronic Payment
Program (EPP). Richmond Customer Service will call accounts
using EPP to obtain their unique security order code after our
sales personnel place orders.
° If an order is received directly from a customer (e.g. a chain
account), Customer Service will contact the section office for
determination of allowance.
° Customer Service will not check any individual customer's
allocation quantity, but will bill strictly on information
furnished by sales personnel.
° A weekly recap of orders billed indicating allowances paid will
be provided for Section Office use.
° As is the current practice, Section Sales Directors will be
responsible for all increases and decreases in allocation within
the total allocated to the section. Additional allocations above
section total must be approved by the New York office.
Direct Account Allocation
The allocation is as follows:
Quantities of Introductory announcement trade circulars will arrive in
section offices prior to the Management/Retail meeting. These
circulars must be hand delivered to each direct account.
Direct Account Solicitation
Direct Account presentations begin immediately following the
Superslims will be available to direct accounts beginning September
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° All orders are to be phoned to our Richmond Customer Service
Department. Orders may be phoned to any Customer Service Order
° Use the Toll Free Number: 800-446-7030. No written confirmation
is required when using the Toll Free Number.
° When telephoning Customer Service,
give the following
- customer name and address
- quantity of cases
- information for deduction of allowances
° The control for payment of introductory allowances will be the
responsibility of the sales personnel as orders are phoned to
Richmond. "Off-invoice" allowances will be given only if
requested by sales personnel when the order for each customer's
allocation is phoned to Customer Service.
' The allowance may be given
on all or part of an order. For
Ship Customer "A" 25 cases Superslims with allowance.
Ship Customer "B" 15 cases Superslims with allowance and 10
cases Superslims without allowance.
10 cases Superslims without allowance.
3h% - 30 days on AU shipments of Superslims 100's made during the
Introductory Period regardless of each customer's allocation.
No program available.
° Sample product of Superslims is scheduled to be delivered no
later than August 28th. Samples will be shipped to those
distributors that were previously designated to Dee Smith. These
sell-in samples will be shipped in blind cases marked "DO NOT
OPEN, HOLD FOR PHILIP MORRIS REPRESENTATIVE". Distributors will
receive invoices for the product the same day as delivery.
° Reimbursement to the Philip Morris Representative picking up the:
sell-in samples is to be made using the Weekly Expense Voucher.
If the dollars involved necessitate special invoicing, pay the
additional monies using the section office funds.
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' The following quantities of samples are to be distributed to
(Quantities in cartons)
~ S ! SP !UM 0% AM 2M AIIEMS
Superslims 100's Reg 5 5 15 5 15 3 5
Superslims 100's Men 3 5 5 15 5 15 3 5
Management Sell-In Materials
Complete quantities of sell-in
at Managers' POS depots in the
materials for all managers will arrive
field the week of August 28th.
The allocation of Profit Sheets are listed below:
S SAM M DM SR
Direct Chain 5 20 20 5 --
Non-Direct Chain 5 20 20 5 --
Wholesale 5 20 20 5 --
Direct Account Allocation/
Shipping Dates 5 20 20 5 --
Total Profit Picture
Trade Gift 5 20 20 5 20
A management trade gift fitting Superslims' image has been made
available for the introduction. The gift will consist of a bottle of
champagne, two glasses and two packs of Superslims in a presentation
box. The trade gift will be provided in the following quantities:
RD M SP ~ SAM AM r s DO
5 10 5 20 20 5 5
The trade gifts for all managers have been shipped to the Section
The gift will arrive in a box with the champagne and the two glasses.
Two packs of Superslims, 1 regular and 1 menthol, are to be placed in
the designated display area
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September 6 - September 29, 1989 -- pre-booking
° October 2 - November 22, 1989 -- retail coverage
° Retail down-the-street
coverage begins October 2nd.
° Gratis will be offered to all accounts (including direct
retailers) once during the introductory period (October 2 -
° Gratis is 20%
and is to be paid based on the following schedule:.
Volume Maximum Sell-In
With Gratis Maximum
1 - 499 10 cartons 2 cartons
500 - 999 20 cartons 4 cartons
1000+ 30 cartons 6 cartons
Note: In Inner-City accounts, gratis can be paid as cash.
' Superslims will occupy the Contract I and Set/Sell I positions
from October 2 - November 22.
° The entire Virginia Slims franchise will be featured in the
Contract II position from October 2 - November 22.
° From November 27 - December 29, Superslims will occupy the
Contract III position and will be featured in Set/Sell II.
' In November/December, Superslims will be folded into the Book of
Days carton promotion, with the entire Virginia Slims family.
In order to pay for any set/sell placements, a POS item must be
placed, i.e., posters, cards and talker. The POS requirement may be
waived if accounts have a No POS policy.
Set/Sell placements are as follows:
20 pack horizontal
30 pack vertical
Note: Non self-service placements in inner-city outlets are
authorized for display payment with POS.
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' Superslims will be featured in Black accounts from October 2 -
November 22. A selection of ethnic materials have been producec; for
October and November including: set/sells, posters, talkers and:
counter cards. Specific quantities per Sales Rep will be determined
at section level based on demand.
SPECIAL COUPONING PROGRAM
This program is designed to generate trial via intensive introductory pack
and carton couponing. Coupons will be provided to the Sales Force for use
on both displays and racks.
Coupon Allocations/Display Allocations
' Sales Reps will
be used both on displays and carton racks throughout October and
° Sales Reps will receive an average of 6,000 25G off coupons/stickers
to be used on both displays and racks. About 80% of the total will be
available in stickers.
Sales Reps will be force shipped 4000 25G off stickers and 300 $2.00
off coupons. These quantities are enough to fulfill display needs.
The additional quantities of 25G coupons/stickers and $2.00 off
coupons will be allocated to sections so that they may be ordered for
Sales Reps that may need additional quantities.
25G off coupons are designated primarily for chain accounts where stickers
are not compatible with their internal systems.
Note: Actual allocations will vary by territory based on local
conditions and will be determined by Section offices.
Sales Reps will also receive'the following displays to utilize placement of
On-pack 25G off coupons/
On-pack 25p off coupons/
On-carton $2.00 off
40 displays avg. per SR $3.00
40.deals per display
20 displays avg. per SR $5.00
80 deals per display
15 displays avg. per SR $6.00
20 deals per display
Note: We realize that some of displays may not be used because of the
flexibility in placing coupons/stickers.
° The above displays will be available during the entire two month
introduction (October 2 - November 22).
' Both carton and pack coupons can be featured on B displays, set sells,
carton racks or carton displays as needed, based upon opportunities in
receive an average of 600 $2.00 off carton coupons to
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2 For 1 Displays
Each Sales Rep will receive a total of twenty (20) 20-deal 2 for 1
displays. This limited quantity is for outlets where distribution cannot
be achieved by any other means. The 2 for 1 display is to be placed from
October 2 - October 27. Two dollar payment allowance per outlet.
Note: Each Sales Rep will receive 3 cases of 2 for 1 product.
Section office should fax specific shipping instructions for 2
for 1 product to Dee Smith (212-880-3112) with territory
numbers no later than September 5th. Provide purchase order
numbers for Direct Accounts where necessary.
Following the Section meeting on September 6, 1989, Sales Reps should begin
soliciting retailers for the purpose of pre-booking Superslims. A
pre-booking form has been developed for this brand. Product should be
pre-booked to arrive no later than the week of October 2, 1989, the first
week of the retail program.
For gratis to be paid on pre-booked product after October 2nd:
° The introductory offer must be delivered in a single shipment.
The delivery must be verified during the first contact after delivery
by checking invoices or by taking inventory or product.
Note: Pre-booking forms will be shipped to AM, DM, and SR POS Depots.
One pad will be sent to each section office for demonstration
purposes. Pre-booking forms are scheduled for delivery during
the week of August 28th.
Sales Reps will receive carton and pack rack labels during the week of
August 28th. This will give Sales Reps the option of labelling carton and
package fixtures while pre-booking, thus providing instant visibility and
availability for pre-booked product when it initially arrives in the store.
Sampl ing Proqram
Sampling will be a critical element of the Superslims introduction. During
weeks 1 - 8 (October 2 - November 22), the Sales Force will conduct a
sampling program. This program is intended to generate trial and
conversion among smokers of competitive ultra low tar brands.
Sales Force Sampling
° Sample 20's will
be distributed throughout the introductory period by
a combination of Sales Force and part-time samplers.
' Sales Reps and Merchandising Reps will utilize sample 20's at a rate
of 15 per day for 8 weeks (October 2 - November 22).
° All sample 20's and 2 for 1's will have a Buy One Get One Free coupon
attached, as well as a visual low smoke demonstration.
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C . I . P . Prog,ram
A consumer intercept program will be provided for Sales Reps/
Merchandising Reps for weeks 1 - 8 (October 2 - November 22).
° CIP's are to be distributed at a rate of 3 per day.
° CIP's contain an offer of:
- 1 free pack coupon
- $2.00 off carton coupon
Beginning October 2nd, we will conduct an eight week Superslims
sampling program to complement the retail introduction.
° Sampling should be conducted in high traffic locations.
° Sample 20's will be distributed in a sleeve with a B1G1F coupon
° Part-time samplers will be provided with uniforms, bags and
° Listed below is information pertaining to this program:
Dates: October 2 - November 22, 1989
Hours: 20 hours per week (up to 28 hours if involved in store sales)
Samples: Sample 20's only
30 average per hour
Auto Expenses: 24G per mile
Salary: $6.00 per hour
° Section Directors must allocate their samplers to the appropriate
Division Managers. This information, including the P.O.S.
location where materials should be shipped, must be sent to Mike
Mancuso, Merchandising Planning, NYO, by September 8, 1989.
Total number of samplers allocated to each section are listed
Section # Samplers Section # Samplers
11 14 34 8
12 9 35 10
13 10 36 11
14 15 41 11
15 10 42 9
16 8 43 12
21 10 44 8
22 10 45 8
23 8 46 10 ~
24 8 51 8 ~
25 8 52 8 CD
26 10 53 15 2~?
31 8 54 18 C
32 11 55 14
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Part-Ti er In-Store Couponing Procrram
In addition to normal outside sampling responsibilities, part-timers
will also conduct an in store coupon program.
° During weeks 4 - 8 (October 23 - November 22) part time samplers
will also distribute CIP's in-store.
° Part-timers will work 20 hours Monday - Friday sampling with
20's, plus for five weeks (October 23 - November 22), they will
work an additional eight hours each week distributing CIP's in
° For the in-store phase, they will work four hours each day either
Thursday/Friday or Friday/Saturday (a total of eight hours in a
° SAM's and AM's are to sell in the program to chains and make
arrangements for product to be in-store.
° The CIP will include a free pack coupon and a $2.00 off carton
A comprehensive media plan will support the Superslims introduction.
Media vehicles include: magazines, Sunday supplements and outdoor.
Media support will begin in October.
An integral part of the Superslims introductory program will be direct
marketing. The overall objective is to get product to the consumer
and generate trial, awareness and ultimately convert competitive
smokers. The following outlihes the basic program structure.
1) Branded Teaser Ad in Strong Capri Markets - A Parade supplement.
with add-a-card will run in the top 20 Capri markets offering
2) Unbranded Teaser Mailer to Existing Competitive Female Low/Ultra
Low Tar Smokers - 200,000 names will be targeted, offering threet
free packs to respondents.
3) Trial Mailing - This will be sent to all those who responded to
one of the above "teaser offers". It will include product
samples, coupons, a premium offer, survey and a BRC.
4) Repurchase Mailing - To be sent to all respondents who returned
the survey or responded to the Parade offer (see #1 above). It
will include a premium, coupons and.a self-liquidation offer.
5) Conversion Mailing - Sent to all competitive smokers who are
included in the repurchase mailing. It will include a year end
card and self-destruct coupons.