Kent I Brand Concept
Excerpts from Kent Review
Prepared by Kent Brand Group
December 7, 1981
For several years, Brown & Williamson International Tobacco has been working towards the establishment of the Kent family as the world's definitive U.S. international smoker concern brand. Each of the brand's component parts has been positioned within the spectrum of consumer concern.
Kent Parent?‚? ?‚? ?‚? ?‚? ?‚? ?‚? ?‚? ?‚? ?‚? ?‚? ?‚? ?‚? ?‚? ?‚? ?‚? ?‚? ?‚? ?‚? Perceived Mildness
Kent Golden Lights?‚? ?‚? ?‚? ?‚? ?‚? Low Deliveries with Taste
Prior to the development of the blend and filter technology associated with the launch of B & W domestic's Barclay, it had been impossible for cigarette manufacturers to make good on claims for products which were supposed to deliver ultra low 'tar' and nicotine with taste and satisfaction. The ability to use the technology associated with the Barclay concept now presents Brown & Williamson International Tobacco with a unique opportunity to improve upon its offering worldwide by introducing a new Kent which actually does deliver ultra low 'tar' and nicotine as well as real tobacco taste and satisfaction.
The brand name, Kent I, has been chosen for this product. It should be noted that Lorillard USA does not currently market a Kent I.
The U. S. ultra low delivery segment is well developed and growing at the expense of full flavor and high filtration or "light" brands.
With the exception of Western Europe, the ultra low delivery segment is undeveloped internationally. In Europe, the only direct U. S. competitor to Kent I is Carlton. However, it is in limited distribution and, therefore, should not be considered a serious threat at this time. Competition will come from the development of local ultra low delivery brands, such as Reemtsma Number I, which is just beginning and, more importantly, from U. S., U.K. and local brands in the "lights" category, 5-10 mgs. of tar.
It is anticipated that the Brand will be deployed in Europe first, with emphasis on Sweden in 1982, followed by other European markets in 1983.
Kent I will be launched in additional world markets as smoker concern develops into an issue.
The Kent Brand Group believes that the key to the successful introduction of this product will be Brown & Williamson International Tobacco's ability to recapture the excitement associated with the launch of the Parent some years ago.