Excerpts from Kent Review
Prepared by Kent Brand Group
December 7, 1981
International Development /Status
Prior to the decision to terminate general development of Kent III internationally, marketing strategies were formulated and approved for implementation where applicable. Where marketed, Kent III will be positioned as the ultra low delivery cigarette for concerned smokers and take advantage of the publication of League Tables. Communications/creative strategy focus on emphasizing Kent in as, ''The ultimate Kent low 'tar' and nicotine cigarette for modern people who are concerned smokers, seeking smoking enjoyment". Product and packaging strategy" is to follow as closely as possible that for the U.S. domestic product. The development and launch of Kent III in Belgium has adhered to this strategy.
Considering the U. S. domestic experience with Kent III and believing it is essential to position a Kent brand in the lowest rank of 'tar' and nicotine tables worldwide, thus reinforcing the brand family positioning as the definitive range of U.S. blended cigarettes for concerned smokers, the decision was taken to development Kent I at 1.0 mg. 'tar' as BAT's major U. S, international entry in the ultra low delivery category. Using Barclay technology, Kent I will offer overtly concerned smokers a 1.0 mg. 'tar': cigarette with taste characteristics found in higher delivery brands. Access to this technology forgoes the necessity of supporting two alternatives in the same category and highly restricts competitors' ability to introduce brands below our entry in the ultra low category. Therefore, we recommend that Kent III not be launched in any other markets.