Women's Collection from Marketing to Counter-Marketing
PM21 Overview
Abstract
States the PM21 Positioning Goal: "PM is an open and socially responsible family of companies, which manufactures and markets the world's most popular brands, some of which are associated with risk." Provides a timeline for implementation of PM21 from Stage 1 in 1997 through Stage 4 in 2000. Presents research results in chart format for situation analysis (e.g. perception index), message development/testing, and analysis of brand impact. Describes the next phases of the campaign, demonstration by dialoguing with the public, communications and advertising, and evaluation.
Fields
- Type
- Presentation Materials
- Chart/Graph/Table
- Report
- Company
- Philip Morris
- Gender
- No gender mentioned
- Named Organization
- Anheuser Busch
- Brown & Williamson
- General Electric
- Kelloggs
- Kraft Foods
- Maxwell House Coffee
- Miller Brewing
- Oscar Mayer
- PM
- Post Cereals
- Quaker Oats
- RJR Nabisco
- R.J. Reynolds
- Sara Lee
- Seagrams
- Brand
- Camel
- Marlboro
- Thesaurus Term
- Public Opinion
- Corporate Identity
- Brand Image
- Industry Strategies
- Keyword
- PM21
Document Images
PM21 Overview
April 13, 1999
99Z9£Z8LOZ
i
PM21 Positioning Goal
To bring perceptions into line with reality
PM is an open and socially responsible family of companies,
which manufactures and markets the world's most popular
brands, some of which are associated with risk.
06Z9£Z8LOZ
PM21 Mission
PM21 is an initiative designed to change the public's
perception of Philip Morris and to improve the public's
attitudes toward the Company and the people who work for it.
69Z9£Z9L0Z
z
PM21 Implementation Plan
STAGE 4
STAGE3
STAGE 2
STAGE 1
1997
1998 i ~
Benchmark
Nov. '98
1999
2000
66Z9£Z8L0Z
Situation Analysis
Z6Z9£ZBLOZ
Perception Index
Mean
Provides a lot of jobs
Has a positive impact on the
economy
Has quality employees
Is more than just a tobacco
company
Is a good investment
Produces quality products
Donates a lot to charity
Is willing to cooperate
Gives back to the community
0"/
20°/a
40%
6D"/a
80"/0
1 Very Descriptive (9-7) 0 Somewhat Descriptive (6-4)
• Not Descriptive (3-1) o Don't Know
Study conducted 5/98, 1,600n
6.6
5.9
5.8
5.7
5.4
5.3
5.3
4.9
4.9
100"/i
96Z9£Z8L0Z
Push-Back Ballot
Now here is another view...
Some people say that Philip Morris cannot be trusted. The company lied in the
past and continues to deceive us by pretending to be responsible and concerned
about youth smoking. Philip Morris is still America's largest tobacco company.
Furthermore, Philip Morris will continue to build its overseas tobacco business,
and hook a new generation of kids on smoking.
They also say that Philip Morris knew the facts about nicotine being addictive
and tobacco causing cancer for decades and hid those facts from smokers and
the government. They say that Philip Morris only promises to change when it is
forced to, and that no matter what it says, Philip Morris will always behave like
a tobacco company, seeking to maximize its profits by marketing to kids while
denying the dangers of its most profitable product.
00£9SZ8LOZ
i;
Message
Development/Testing
Favorability of Corporations
Kelloggs
Kraft Foods
Post Cereals
General Electric
RJR Nabisco
Anheuser Busch
Miller Brewing Co.
R.J. Reynolds
The Marlboro Company
Philip Morris
Brown and Williamson
0%
20%
40%
Unfavorable
60%
80%
El Don't Know/ Never Heard of
Favorable
Studics conducted
10/98,1,600n, 1,600n
Nu.v, I~,ould like lo read ynu snme names of c<nporztions. ior cach one, firsl IcI I mo whether or
not
vou\e hcard ol lhent; itso, please tell nle vehather ynu have u favoreblcor vnlnoorable opuuon of
Nn,» ,' (9. 20-49)
Nat'1 A
100%
91
88
86
87
79
58
56
50
36
32
22
0
0
0
-2
0
-1
-3
-6
I
-2
0
£6Z9£ZBLOZ G
Pre-Post Message Comparison
May 1997
July 1997
. May 1998
Favorable
Unfavorable Don't Know
Pre-Messages
Favorable
Post-Messages
Unfavorable Don't Know
66Z9£Z8L0Z 12
