Women's Collection from Marketing to Counter-Marketing
Advertising & Media Support
Abstract
Discount box 100s segment marketing plan "...developed to ensure that adult smokers know that the Basic Box 100s are now available." Schedule for retail, media, direct mailing, and promos included. Graphics shown as well. Also cites data indicating growth of box packaging since mid-1990s, trends in the discount category.
Fields
- Type
- Chart/Graph/Table
- Named Person
- Surgeon General
- Named Organization
- Bw, Brown & Williamson
- Msa
- PM, Philip Morris
- RJR, R.J.Reynolds
- Brand
- Basic
Document Images
lt's time again for Your Basic Box ...
This time ... lt's time for Basic Box I Oo's!
The growth of box packings has been an important packaging trend of the mid-199os.
Since 1990, box packings' share of market has grown 78% or 19.5 share points.
80+56 of that growth has occurred since April 1993. As of July 1997, box packings
represent 44.6% share of the market and continued growth is likely.
Box Share of Industry The discount box t oo's segment is
44.6% experiencing growth as adult discount
~ smokers increasingly choose box
packings. PM is underdeveloped in the
discount box Ioo's segment with only a.
196 share.
I ~ § ~ ~ ~ ~ ~ & ~ 3
Share of Discount Box too's
®
9avu: MSA. JWV 190>
Your Basic brand has been the only discount brand among the top three without
box i00's packings. This presents Basic with an opportunity to enter a high growth
segment with the introduction of box 1 o0's.
T7ends in the Discount Cate¢orv
JCLY'J7 VS. YEAR AGO
+23.5%
s% -
Dlscounr mp 3 Discount Disrount
Soff Pack Dlscoun[ Box Box IUD's
Omnds
sGncc HSA..WIYIW'/
Shar . of Di .ount BoX
The Trends ...
Growth of box packing share:
Adult smokers of discount brands
are buying box 1oo's;
PM share in discount box 1 oo's
is underdeveloped.
Therefore ...
Basic Box 100's Full Flavor and Lights offers you the opportunity to grow your
Basic business in 1998!
Lets get Basic going! tt's time again for Basic Box!
v
An exciting marketing plan has been developed to ensure that adult smokers
know that Basic Box l00's are now available.
January/Februarv - Basic Box I oO's POS will be placed at retail to inform
adult smokers of the availability
March/Aoril - Basic Box 1 oo's will be featured on billboards and in magazines.
®
Keep it Basic~
:
61' _plaa ~i9FSSl!I I:InirLl111PF T~ qbifltli11111 al .o'S,u'f.q 1 i!AI I~!T#
April - Direct Mail featuring Basic Box I00's will deliver coupons to adult
smokers of Basic and other discount brands.
Periodic retail promotional offers will be designed to create additional sales
and presence for Basic Box too's.
