sample="quota" bates="1005200215" isource="pm" decade="1970" class="ui" date="19750106" Product Promotion Plan 1st Sales Cycle Jan.6-Feb.28 GENERAL DISTRIBUTION COPIES PHILIP MORRIS U.S.A. BUILDING TO #1 FIRST SALES CYCLE Brands on Display BACKGROUND INFORMATION MARLBORO 1ST FEATURED BRAND January 6-February 15, 1975 Consumer Offer: ·The Marlboro "Range Jacket" made of denim, with a button-in wool liner. · Available to the consumer through the mail for $21.00 and two and panels from any Marlboro packing. · The "Range Jacket" will be featured on P.O.S. material during the entire Cycle, on the A-1 Display during the month of February and in general circulation magazines in January and February. Brand Activity: · Marlboro's continued growth requires special efforts to insure that adequate inventories are maintained on all packings. · Marlboro Red and 100's will be featured in displays during the entire eight week Cycle. · The Sell-In will consist of 5 cartons of Marlboro 100's and Lights. Brand Growth: · Marlboro Box ... + 5.9% · Marlboro Soft ... +5.6% · Total Marlboro Red ...+7.7% · Marlboro 100's Box ... +33.7% · Marlboro 100's Soft ... +20.4% · Total Marlboro 100's ... +22.8% · Marlboro Lights ... +36.0% · Marlboro Menthol ...+17.2% · TOTAL Marlboro ... +10.5% VIRGINIA SLIMS 2ND FEATURED BRAND 1ST 4 WEEKS January 6 - January 31, 1975 Consumer Offer: · Generic Brand Activity: ·1975 will be a year of dynamic growth for Virginia Slims. · Virginia Slims advertising will continue to reinforce the brand's image and presence. · The 1975 Virginia Slims Women's Tennis Circuit will be the biggest and richest ever. (See enclosed schedule) · Volume 3 of the Virginia Slims American Woman's Opinion Poll released in October, 1974, continues to gain wide publicity for the brand. · Ethnic posters and counter cards are available to help gain additional exposure for Virginia Slims. · With these activities, special attention should be given to insuring that all outlets maintain adequate inventories of Virginia Slims Regular and Menthol. Brand Growth: · Virginia Slims Regular ... +12.1% · Virginia Slims Menthol ... +17.8% · TOTAL Virginia Slims ... +14.5% PARLIAMENT 2ND FEATURED BRAND-2ND FOUR WEEKS February 3-February 28, 1975 3RD FEATURED BRAND-1ST FOUR WEEKS January 6-January 31, 1975. Consumer Offer: · Generic P.O.S. - Designed to sell-out inventories of the old 80.85 package. · Special 20-carton Mini-Bin Promotion, with a Scripto "Butane Match" Lighter offered free with a carton purchase. This promotion will help gain complete rotation of all old packages of Parliament 80/85's and should be used in addition to the P.P.P. sell-in. A $3.00 per outlet display allowance is provided. Division Managers will explain the details of this promotion to all Sales Representatives. Brand Activity: · This Cycle represents the first step in an aggressive program to accelerate the growth rate of the Parliament brand. · During these eight weeks, the transition will be made to the new Parliament 80/85's package designs. · The new "Split Blue" packages have been successfully tested, and will provide a uniform contemporary image for Parliament. · All old packages of Parliament 80/85's should be rotated through accounts during this Cycle. · The displays and header cards provided will accommodate either the old or the new 80/85's packages. ·Feature only 80/85's in displays. · Feature old 80/85's packages until all inventories are exhausted, and only then place new packages on display. · REMEMBER - Old style packages of Parliament 80/85's will not be returned to Richmond for any reason, except product age or condition. · The transition will be supported by advertisements in major magazines beginning in mid-February. Brand Growth: · Parliament 80/85's ... -0.9% · Parliament 100's ... +17.8% · TOTAL Parliament ... +3.3% BENSON & HEDGES 100's 3RD FEATURED BRAND- 2ND FOUR WEEKS February 3-Feburary 28, 1975 Consumer Offer: · Generic Brand Activity: · With the popular Benson & Hedges 100's 100 Sweepstakes just completed, care must be taken to maintain inventory levels gained during this popular promotion. · Benson & Hedges will once again sponsor the exciting Benson & Hedges Pro Ski Circuit with 3 U.S. and 2 Canadian events to be held this Cycle (See enclosed schedule). Miyako's performance during the introductory months has proven to be very encouraging. Consumer trial of the brand remains quite high and product awareness continues to spread rapidly. However, in order to maximize the unique appeal of Miyako, the brand must maintain a high level of distribution and display. The promotional program this Cycle, coupled with Miyako's distinctive advertising, will insure that these key elements remain at a high level. Miyako will be sold in addition to the 10 carton P.P.P. during the entire 8 weeks of the First Sales Cycle . The Merchandising and Sell-In programs outlined for Miyako will be in addition to those discussed in the National Product Promotion Plan Folder Miyako Sell-In 5 cartons of Miyako with 10% gratis allowed, to a maximum of 5 free packs per outlet. The Miyako Sell-In should precede the normal 10 carton P.P.P. Sell-In. Miyako Display A 24-pack Set/Sell unit is provided. In addition, an 18-pack Set/Sell unit is provided for use primarily in supermarkets. A $1.00 per outlet allowance is authorized for the placement of the 18 or 14 pack unit in a self-service position for two weeks. BUILDING TO #1 This $1.00 allowance is in addition to other P.P.P. display payments. Miyako will not be displayed in Plan B or B-1 units. Reporting Gratis packs and display payments should be reported on the gratis receipt in the normal manner. Report all Miyako sales in "Special Instructions" Column No. 1 on the Scanner Sheet. Report all Miyako Set/Sell Displays placed in "Special Instructions" Column No. 2. All instructions relating to the 10-carton Sell-In and display activities outlined in the Product Promotion Plan Folder will remain unchanged. /jz PRODUCT PROMOTION PLAN 1st Sales Cycle Jan. 6 - Feb. 28, 1975 TO: FIELD SALES FORCE FROM: J. J. Gillis 1974 was an exciting growth year for Philip Morris brands. Once again, Philip Morris outperformed all competitors interims of increased product sales and share of Market gains. Your tremendous contribution to our success has once again proven that Philip Morris people deserve to be called the "leaders of the industry". 1975 will see a continuation of this winning tradition. While we will face increasing competitive activities on all fronts, our people, working with stimulating advertising, merchandising, and sales programs, will lead the way. AS the year begins, we must all dedicate ourselves to making 1975 a record year for Philip Morris. BUILDING TO #1 1st Sales Cycle DIVISION MANAGERS TRAINING · Spend a full day selling the Product Promotion Plan for the 1st Cycle before meeting with your people. · Develop a selling approach for your Division based on the 10 carton P.P.P. offer. · Role-play this selling approach with your Sales Representatives prior to beginning retail calls. · Emphasize the importance of selling the benefits of our brands to the trade and consumers, rather than just the P.P.P. deal. · Maintain an on-going program for improving the skills of each of your Sales Representatives. SUPERVISION · Insure that proper territory coverages, utilization and distribution of P.O.S. materials, and Sell-in procedures are · followed in order to maximize the volume potential of your territory. · Develop an on-going program for auditing Daily Work Records and Expense Vouchers. This is an important management responsibility. · Retail Call Cards must be reviewed constantly to insure that all information is maintained in an updated and accurate manner. · Determine if you have received a sufficient quantity of P.O.S. materials for the entire Sales Cycle prior to or at the 1st Sales meeting. in the event of a shortage, reorder immediately. Do not wait until the Cycle begins to contact New York. · Make certain that all old packages of Parliament 80/85's are rotated through accounts prior to the display or sale of the "Split Blue" 80/85's packages. RETAIL ACTIVITY · Maintaining adequate inventories of all our brands in all accounts continues to be a top priority activity this Cycle. · Supermarkets are of special importance. · The "Presentation Suggestions" for Non-Controlled and Controlled accounts should be reviewed, and used in all calls. · Use the Parliament 80/85's Mini-Bin in those independent accounts where rotation of the old packages is a problem. A payment of $3.00 per outlet is authorized for 20 cartons for a period of two weeks. March 10 - March 15 V. S. of Houston* Sam Houston Auditorium March 17 - March 23 V. S. of Dallas Moody Coliseum March 24 - March 29 V. S. of Philadelphia* The Palestra April 1 - April 5 V. S. Championships* L.A. Sports Arena *Final match of each Tournament will be televised on CBS T.V. LEO BURNETT U.S.A. A DIVISION OF LEO BURNETT COMPANY, INC. Ad No. 3383 Plate 2 - Range Jacket Promotion - Req. No. 99141-Page-4 color bleed-8¼ x 11½ in.-National Magazine, 1975 (J) Printed in U.S.A. The Range Jacket from Marlboro Just $21.00 plus two end labels from any pack or box of Marlboro. It was back in the 1850's that denim was introduced in the West. And it caught on with cowboys because it stood up to hard work and raw weather on the open range. The Range Jacket from Marlboro. A Wrangler® jacket made of rugged, pre-faded denim. And a woolen liner that can be worn alone as a vest. Or, buttoned in to help shut out the cold - Come to where the flavor is. Come to Marlboro Country. Warning: The Surgeon General Has Determined That Cigarette Smoking is Dangerous to Your Health The Range Jacket from Marlboro. Mail to: Marlboro Range Jacket, P.O. Box 695, , Ohio 43382 Enclosed are two end labels from any pack or box of Marlboro. Please send me ( ) Range Jackets at $21.00 each. This jacket is pre-shrunk. To allow for this shrinkage, please order one size larger than your normal size. 34 36 38 40 42 44 46 Name Address City State Zip Offer available only by persons over 21 years of age. Send check or money order only, payable to Marlboro Range Jacket. Offer good in U.S.A. only, except where prohibited, licensed or taxed. Offer good until June 30, 1975, or while supply lasts. Please allow 6 to 8 weeks for delivery. 19 mg. "tar", 1.2 mg nicotine av. per cigarette, FTC Report Mar. '74 POINT-OF-SALE KIT MERCHANDISING BUILDING TO #1 MERCHANDISING SET AND SELL DISPLAYS 1ST FEATURED BRAND 2ND FEATURED BRAND 3RD FEATURED BRAND RETAIL ACTIVITY SELL-IN: JANUARY 5 Marlboro (3 100's, 2 Lights) 3 Virginia Slims (2 Regular, 1 Menthol) 2 Parliament (80/85's only) 10 cartons FEBRUARY 5 Marlboro (3 100's, 2 Lights) 3 Parliament (80/85's only) 2 Benson & Hedges 100's (1 Regular, 1 Menthol) 10 cartons · The Sell-in consists of a 10 carton combination with 5% hand gratis per outlet on up to 10 cartons. · Sell-In additional cartons of Marlboro Red and other Philip Morris Brands (gratis will not be offered on purchase of Marlboro Red 80.85mm). · Latitude is permitted in changing the product mix in the 10 carton Sell-In to fit local circumstances. For Example: We suggest a sell-in of 3 Marlboro 100's and 2 Lights. In a situation where the customer has a sufficient inventory of Lights, you may sell-in 5 cartons of Marlboro 100's . Direct any specific questions concerning the sell-in to your Division Manager. · The Parliament 80/85's (old packages - no 100mm) Mini-Bin Promotion should be used in addition to the P.P.P. Sell-In to rotate all old packages in problem accounts. A $3.00 per outlet display allowance is provided. HAND GRATIS - ALLOWANCE · $1.00 Set/Sell allowance per outlet for displays placed in a self-service position for 2 weeks. · In outlets with a merchandising contract, use the 20 pack Set/Sell displays. In those without a merchandising contract, use the 30 or 18 pack Set/Sell displays. · $3.00 allowance per outlet for Parliament 80/85's Mini-Bin. · Combinations you can offer: 5% hand gratis and $1.00 Set/Sell allowance or 5% hand gratis or $1.00 Set/Sell allowance, plus $3.00 for Parliament 80/85's Mini-Bin where applicable. DISPLAY LOCATIONS COUNTER OR CHECKOUT GRATIS RECEIPT PLACE DISPLAYS - Show $1.00 for display payment (plus $3.00 for Mini-Bin) in space provided. SIGNATURE -Dealer signature required. COMPLETED RECEIPT - Attach to Weekly Expense Voucher, or Daily Work Record. RECORD - In accordance with Section Policy. SPECIAL SELL-IN/DISPLAY ACTIVITY See Merchandising Set-up page for: · Seattle · San Francisco, Oakland and San Jose · New York City · Milwaukee, Green Bay FEATURED BRANDS PHILIP MORRIS U.S.A.