USC Tobacco Industry Monitoring Project Collection
CONFIDENTIAL - RECAP OF HISPANIC MEETING
Abstract
Confidential inter-office memo regarding a meeting over an anonymous letter sent to Roy Anise expressing employee concern over targeting of Hispanics. Memo recaps meeting discussion as to how Phillip Morris educates its employees from a corporate perspective on its marketing practices.
Fields
- Target Market
- Hispanic
- latinos
- Strategy
- No
- Message
- None
- Subject
- Hispanics
- Latinos
- Strategy
- targeting
Document Images
PHILIP MORRIS USA" INTER-OFFICE CORRESPONDENCE
120 PARK AVENUE, NEW YORK, NY 10017-5592
TO: Distribution DATE: June 9, 1994
FROM: Eric Ostern
SUBJECT: CONFIDENTIAL--Recap of Hispanic Meeting
This memo serves to recap yesterday's meeting regarding the anonymous letter
sent to Roy Anise re: Advertising to Hispanics.
RECAP
Corporate Issues
As discussed, there was concern regarding how we are "educating" our
employees from a corporate perspective on our marketing practices. With all of
the negative publicity that Philip Morris receives, it is crucial that employees are
aware of and comfortable with Philip Morris' position on issues such as
marketing our tobacco products to adult smokers 21 + and not to anyone under
the age of 21. Research indicates that adult smokers are of different sexes,
races, and sexual orientations; in no way is our goal to "single out " an ethnic
group for the purpose of getting them to smoke. Our advertising and marketing
programs are directed at keeping loyal adult smokers as well as acquiring
share from adult smokers of competitive brands.
Karen Daragan mentioned that she would speak with Ellen Merlo about how to
better inform employees on these issues (e.g.: Information Sessions, Articles in
the PM Globe and/or Happenings). It was the consensus of the group that our
goal was not to focus strictly on Ethnic Marketing in these sessions/articles but
to focus on all of the issues.
Media Plan Issues
As discussed, the plan was put together based on sound marketing objectives
and strategies which support advertising to Hispanic Adult Smokers 21+.
Although we are heavying-up in select markets with our OOH effort, the plan
consists of standard inventory: 30-Sheet, Bus Shelters, and Bulletins. Thus, we
agreed that we would move forward with the execution of the 1994 media plan.
Rich and i followed up with Ginny Murphy and confirmed that there was no
problem moving forward.
In addition to moving forward with the plan, we discussed the possibility of
stating our corporate position on marketing toward all audiences on all future
media plans.
Next Steps
Karen Daragan to follow-up with Ellen Merlo on additional methods of
communicating our corporate message to employees and possibly to
individuals at Leo Burnett .
Media will continue to execute the Hispanic Media Plan.
I will follow-up with the three of you to discuss the addition of a corporate
statement on all future media plans.
If you have any questions, please call me at x2043.
EO/eo A ) C,
I
