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Kent - Marketing Factors

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

III. Packaging

A. Summary

1) A review of research dealing with Kent?????s label design reveals similar comments cutting across studies in Asia, Latin America, the Middle East and Europe. It is:
Refined (too)
Dignified (too)
Traditional
Elegant
Not Contemporary
Female
Colorless
Plain
Lacking a promise of taste /flavor

2)Until recently, Kent was only sold in the three traditional U. S. 20's packages. It is now available in 10's and 14's packs.

B. Analysis

Given the fact that in many markets other pack styles are more popular, Kent could likely have gained if more flexibility in its packaging had been available. Also, since imported brands are frequently priced at a level beyond the means of many smokers, packaging containing fewer cigarettes, consequently less expensive than 20's packs, may have induced greater trial and sustained purchase.

C. Recommendation

1) Brown & Williamson International Tobacco should consider redesigning the Kent label. Any redesign program should encompass all styles so as to create a family of brands from the house of Kent.

2) With cost considerations and volume trade-offs in mind, Brown & Williamson International Tobacco should investigate alternative packaging configurations in as many markets as possible. The objective of this exercise would be to make Kent a more attractive offer where the retail cost of traditional packings is a barrier to purchase by a wide cross section of consumers.


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