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i CAMBRIDGE BOWLINC 1992 MARKETING RLAN I . OBJECTIVES 1. Continue to leverage grass-roots position in smoker- friendly environment to increase brand awareness/loyalty and generate product sales. 2. Expand sampling opportunities by (1) increasing trial at tournament sites (2) extending sampling beyond bowling season to provide additional exposure/trial for Cambridge. 3. Expand and enhance retail program to move greater volume. 4. Explore new channels of product distribution. 5.- Leverage bowling to build business with national accounts. 6. Further generate third party support for PM's legislative or political issues. 7. Generate names for database. 8. Maintain an exclusive position in the tobacco sponsorship category. -

2 II. STRATEGIES 1. Continue grass-roots tournament series and sponsorship of Professional Mixed Doubles Tournament. 2. Increase sampling/couponing from 1200 to 1500 bowling centers participating in the Cambridge program, as well as LPBT and PBA tour stops. Estimated sample 6's distributed: 1.5 million. 3. Increase supermarket involvement by 25% in order to grow retail program. 4. Work with sales to develop and execute possible cooperative programs to build business with national accounts and secure display in key trade classes. 5. Work with Brand, Sales Merchandising and the BPAA to develop special vehicles for product distribution in bowling centers. 6. Continue to work with Government/Corporate Affairs to leverage our involvement with the BPAA (Bowling Proprietor's Association of America) to develop mutually-beneficial programs. 7. Continue PR activities to generate greater exposure for Cambridge and reinforce brand retail/tournament presence in key markets.

3 III. GRASS-ROOTS TOLTRNAMENT SERIES Cambridge would again sponsor a handicap tournament that provides over 750,000 recreational league bowlers in approx. 2,000 bowling centers the opportunity to participate in a tournament offering: 1) regional and national prize funds, and 2) a trip to Reno for the chance to bowl with professional bowlers in a national Pro/Am event. Tournament Format 1. Tournament qualification is open to all male and female league bowlers who are at least 21 years of age. 2. Bowling centers in participating markets will register to participate in the tournament through their respective BPAA state association offices. It is anticipated that a total of 2,000 centers, representing an increase of 10% over the projected 1991 participation level, will be involved in the 1992 program. 3. Tournament promotion and product sampling at participating bowling centers will commence in September, 1992. 4. Qualification for the Cambridge program will be conducted over designated periods during league play. All participating bowling centers will choose the "high game" bowler within each league on a nightly basis throughout the qualification periods. These bowlers, who are named "Cambridge Stars of the Game," will automatically qualify for the local in-house championships and receive a Cambridge-identified award certificate. 5. Bowlers competing in the local in-house championship will be charged an entry fee of approximately $10.00 ($4.00 will go toward regional prize fund; $6.00 for linage fee). 6. One out of every ten bowlers from each participating ~ 0 center within the Cambridge markets will advance to a ~ regional market final held on November 7-8, 1992. 10 0 r1l) m a+ cn 0

- 4 - 7. Those bowlers who have qualified for the regional finals will compete for increased prize money and the chance to advance to the national Pro/Am event where they will have the opportunity to compete with professional male and female bowlers for a prize fund of $125,000. 8. The regional prize fund will be a minimum of $2,500 provided by Cambridge in each of the 45 markets. In addition, $84.00 from each local entry fee will be added to the regional prize fund. 9. The top male and female bowlers from each of the markets will advance to a national Cambridge Pro/Am event in Reno, Nevada, on December 3-4. (Please note that finalists will compete in a separate four-game tournament on December 3rd to determine positioning for play with the professionals on December 4th). 10. The format of tournament play at the in-house and regional finals as well as the Pro/Am Mixed Doubles will be a three-game series with handicap. 11. As in 1990, the tournament could be open to military bowling centers if military sales contributes money to cover costs (Army, Navy, Air Force, Marines). Approximately 100 centers can be expected to participate in the program. Registration for military bowling centers will be coordinated by IMG, and military winners (the top male and female from each branch) will be calculated by the BPAA and invited to compete in the Cambridge Pro/Am. 12. The tournament program is coordinated and administered by the Bowling Proprietors' Association of America (bowling's governing body) at BPAA member centers in up to 45 key Cambridge markets.

- 5 - IV. PROFESSIONAL MIXED DOUBLES TOURNAMENT Cambridge will renew its sponsorship of a Professional Mixed Doubles Tournament as part of the PBA and LPBT tours. The tournament would feature PBA and LPBT players teamed in mixed pairs competing for $200,000, one of the richest events on either professional tour. The tournament will be scheduled in conjunction with the Pro/Am event over a two-day period at the conclusion of he fall professional tours on December 5-6, 1992 at Bally's Grand in Reno, Nevada. Tournament entry will be limited to the top 24 bowlers on each tour. Sponsoring a professional tournament sanctioned by PBA and LPBT enhances the visibility and credibility of Cambridge's involvement in the sport of bowling. As a sponsor of a major professional event, Cambridge is provided with public relations and various merchandising and sampling options for year-round promotion at the grass-roots level. V. SAMPLING/COUPONING We plan to increase sampling/couponing from 1200 to 1500 bowling centers participating in the Cambridge program. Sampling will also continue on the LPBT and PBA tour stops. Sampling for the grass-roots tournament takes place during the month-long qualification period, hitting a different night each week in order to reach the widest possible audience of league bowlers. Event-specific banners, posters, ashtrays, lighters and counter-cards create a completely branded environment from which to sample, reinforcing brand visibility/exposure. Estimated sample 6's distributed: 1.3. million.

6 VI. RETAIL TIE-INS In 1992, we will learn from the 1991 test and continue to fine-tune cooperative programs between bowling centers and supermarket/carton outlets in order to: - Secure display in key trade classes - Cross-promote to benefit both parties - Drive consumers to retail Our goal is to increase supermarket involvement by 25% in second year. VII. GOVERNMENTLCORPORATE AFFAIRS We will continue to work with Government/Corp. Affairs to further develop programs that support key legislative and political initiatives, i.e., a tie-in between the BPAA's Junior Bowling Leagues and PM's "Helping Youth Say No" campaign. In order to generate this third-party support, we will capitalize on bowling's pro-tobacco governing bodies (BPAA, LPBT and PBA), utilize BPAA membership as a communications channel, piggyback on existing programs and work with BPAA network of established legislative committees and national lobbyists to help combat "anti-legislation", i.e., bowling parties for legislators. ViII. PUBLIC RELATIONS Last year's campaign generated widespread exposure for the brand with total Cambridge impressions reaching over 120 million people. We will continue to develop and execute a cost-effective plan to enhance our exposure on-site at bowling centers and at retail. A strong local campaign in each of the tournament markets reinforces the grass-roots nature of the program, while national exposure broadens the reach of Cambridge Bowling and further helps to build a recognized association between Cambridge Cigarettes and bowling.

- 7 - IX. CAMBRIDGE-IDENTIFIED SCOREBOARDS Cambridge would continue to provide brand-identified electronic scoreboards for use at each tournament on PBA and LPBT tours representing a total of 63 tour stops throughout the year. These scoreboards are the official scoring system used by these tours to record bowler standings in specific tournaments as well as throughout the tour. The scoreboards are located at prime locations (away from camera view) within the tournament host bowling venue. It is the responsibility of the respective tours to update the standings throughout each tournament and transport the scoreboards to the next tour stop. By furninhing these scoreboards, Cambridge is provided with the opportunity for price sponsor exposure at 37 PBA and 26 LPBT tours stops throught the year. It also provides Cambridge with sampling opportunities at each of these tour stops and enhances its visibility within the sport.

X. ENHANCEMENTS Product ®istribution Approximately 90% of bowling centers have vending machines to accommodate the high percentage of bowlers who smoke (40%), yet we are not able to effectively capitalize in this smoker-friendly environment because Cambridge is not sold in vending machines. Bowling proprietors have expressed an interest in selling Cambridge product but shy away from doing so because of control factors, i.e., pilferage behind the counter. We will work with Brand, Sales Merchandising and the BPAA to develop an individual, locked counter-top display unit or vending machine specifically for bowling centers. Cost not included in Event Marketing budget. Alternate Business Building Opportunities In 1992, we will further leverage our involvement with bowling and the BPAA to build business with key national accounts such as K-Mart, the number one distributor of bowling balls in the United States. Cost not included in Event Marketing budget. Expanded SamnlinQ We will continue to conduct an extensive sampling program in conjunction with the grass-roots tournament and Pro Tours. However, for 1992, we plan to extend our sampling opportunities to reach additional non-league bowlers. Bowling centers around the country host special theme nights called "Rock 'n' Roll Bowl". We could tie-in with these "special events" in key Cambridge markets to generate extended visibility and trial. This concept is similar to a themed bar night, however, it is held in bowling centers. . Continuity Offer In order to award the Cambridge smoker and further move product,.we would work in conjunction with the Promotion Group and the BPAA to develop a bowling gear continuity offer. Cost not included in Event Marketing budget.