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Kent Cigarettes

Kent Cigarettes With The Famous Micronite Filter

USA

Cigs and Tobacco History

Brand Group Recommendations

Excerpts from Kent Review
Prepared by Kent Brand Group
December 7, 1981

Kent is a brand without a meaningful selling proposition in both smoker concerned and unconcerned markets.

Brown & Williamson International Tobacco has positioned it in Asia, Latin America and the Middle East to take advantage of a controversy which has not and will not develop as projected in the late 1970's. In Europe, smoker concern, as depicted by ?‚?«Fresh. Calm. Mild.?‚?», coupled with Kent's past history and tired image, will not spark new growth or stabilize its deteriorating position. A new selling proposition and vitality are required for the brand.

Internationally, and for the long-term, Brown & Williamson International Tobacco should:

1. Drop any reference to smoker concern when promoting Kent Parent. Instead, Brown & Williamson International Tobacco should concentrate on making the brand a mild alternative within the full flavor category, with all or none of the implied smoker concern consumers perceive as a result of its past history, product characteristics, packaging and white tipping. Kent Golden Lights and Kent I should be used as the cutting edge of any attempts to associate the brand name with smoker concern.

2. Kent deliveries should not be reduced further. Our objective should be to keep product deliveries at parity with Marlboro.

However, Brown & Williamson International Tobacco should begin a program to reduce and eliminate the spicy, dry and irritating smoking characteristics associated with the brand.

3.Consideration should be given to packaging changes which create a uniform house image across all styles and which is consistent with the proposed repositioning of the parent.

4. Brown & Williamson International Tobacco should investigate alternative packaging configurations (14's, 10's, 5's, etc.) in as many markets as possible so as to increase sales volumes by making the product available to a wider cross section of consumers.

5. Brown & Williamson International Tobacco should investigate alternative pricing policies by selecting a market{s) to measure the sensitivity of price and perceived value.

6. Brown & Williamson International Tobacco should institute a program to monitor the transit channels in order to avoid potential in-market overstock problems.

Brown & Williamson International Tobacco should be prepared to curtail or eliminate parallel shipments by removing the price advantage to buyers of these goods and, when dictated by the economic environment, institute a program to monitor and ration goods to the sources of parallel shipments.

If existing strategies change as a result of this review, the Kent Group feels that Brown & Williamson International Tobacco should re-examine its regional budgets with a view toward shifting emphasis and funds from short-term goals to goals that will increase the product's useful life cycle. As an example, in the European region, such a review might call for a shifting of emphasis to Kent I from Golden Lights and Kent Parent and a transfer of funds to other programs where it is thought opportunities might be greater.

Kent has reached the most critical phase of its development. Delay in establishing a remedial action program will only accentuate a decline that already shows signs of acceleration.

Sales by Style

Year

70 mm
Soft Pack

85 mm
Soft Pack

80 mm
Box

Total

1953

3.0

???‚¬?ˆ?

???‚¬?ˆ?

3.0

1954

2.8

1.2

???‚¬?ˆ?

4.0

1955

1.1

1.7

???‚¬?ˆ?

2.8

1956

.9

2.5

???‚¬?ˆ?

3.4

1957

2.3

11.2

1.6

15.1

1958

2.9

27.6

5.9

36.4

1959

1.9

30.8

4.7

37.4

1960

1.4

32.9

3.9

38.2

1961

1.1

33.9

3.4

38.4

1962

1.0

32.3

3.1

36.4

1963

.7

31.6

2.6

34.9

1954

.5

29.1

2.0

31.6

1965

.4

28.3

1.8

30.5

1966

.2

28.5

1.6

30.3

1967

???‚¬?ˆ?

26.9

1.5

28.4

1968

???‚¬?ˆ?

24.9

1.2

26.2

1969

???‚¬?ˆ?

23.4

1.0

24.4

1970

???‚¬?ˆ?

20.8

.7

21.5

1971

???‚¬?ˆ?

21.1

.7

21.8


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