Lists objectives of the 1992 Cambridge bowling promotion such as increase brand awareness/loyalty and generate product sales, expand sampling opportunities, expand and enhance retail program, explore new channels of distribution, generate names for database, generate third party support for PM' legislative and political issues, and maintain premier position in the tobacco sponsorship. Presents and describes strategies to achieve these goals such as continue the sponsorship of tournament series, increase sampling and couponing, cooperation with sales, merchandising to create synergies and with corporate affairs department to reach bowling's pro-tobacco governing bodies (BPAA, LPBT and PBA), and enforce PR activities. Mentions that bowling segment is an important field for tobacco promotion due to the high percentage of bowlers who smoke (40%) and its smoker-friendly environment, and thus argues that Cambridge has to get into this market segment.
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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
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
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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
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
6. Continue to work with Government/Corporate Affairs to
leverage our involvement with the BPAA (Bowling
Proprietor's Association of America) to develop
7. Continue PR activities to generate greater exposure for
Cambridge and reinforce brand retail/tournament presence
in key markets.
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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.
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,
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
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
6. One out of every ten bowlers from each participating ~
center within the Cambridge markets will advance to a ~
regional market final held on November 7-8, 1992. 10
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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
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.
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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
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
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.
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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
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"
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.
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
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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.
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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
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.
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
. 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
Cost not included in Event Marketing budget.