Kent - Marketing Factors
Excerpts from Kent Review
Prepared by Kent Brand Group
December 7, 1981
I. Advertising /Positioning
In most developing markets (which now account for some 65% of Kent volume), we know, with the benefit of hindsight, that smoker concern has not yet developed as a major issue. Therefore, the strategy of positioning the brand to take advantage of this controversy must be questioned, This Is especially true since Marlboro, with an image and product positioning at the opposite end of the spectrum from that depicted in the ?‚?«Fresh. Calm. Mild.?‚?» campaign, has developed to become the most progressive U. S. international brand and Kent???‚¬?„?s chief competitor.
It appears as if ?‚?«Fresh. Calm. Mild.?‚?» may be unnecessary overkill, Kent Ls already-perceived by consumers us a mild product in most markets. Further amplication of this message is not required, especially where taste, satisfaction and prestige (image) remain of paramount importance to smokers. The "Spirit of Today" ("Spirit") campaign, which will be released January 1, 1982 In Colombia and Paraguay, recognizes this fact.
With the exception of Europe, the absence of an active smoker concern controversy leaves Kent, as currently positioned, without a valid reason for existence in most of Brown & Williamson International Tobacco's regions. In fact, ?‚?«Fresh. Calm. Mild.?‚?», - by virtue of its overtly mild message, may be moving the brand further and further from the mainstream of consumer need.
Positioning Kent in Europe with "?‚?«Fresh. Calm. Mild.?‚?» as the_ mild brand in 1980 was old news and, therefore, did not stabilize sales or spark new growth. In Europe, Kent faces a situation similar to the one it encountered domestically in the late 1960's and the decade of the 1970's.