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I. Marketing to Women, Especially Young Women, to Replace the Quitters, the Elderly and the Dead. 1. Philip Morris Asia, Region Overview  March 1990, BAT 2500026331  425. (Marketing studies for Asia with details on Japan, Hong Kong, Taiwan, Korea  pays attention to proportion of starters, current and quitters; brands, brand switching, market segmentation and brand profiles, etc.) Notable quotes: ЋAdvertising and promotions should be aimed at entry level smokers to keep the franchise young and dynamic.... Young adult promotions could help us build the king size franchise among entry level smokers.... Parliament Menthol could be a line extension to broaden appeal to younger smokers and women.... [Merit Lights is] a brand for the health conscious and those who have just started smoking.Л 2. Hugh Bain Research, ЋThe Psychology of Significant Moments and Peak Experiences in Cigarette Smoking. The Motivations and Semiological Significance of Smoking,Л November 1993, BAT (File no. BF2460) 500287512  596. (Study of why people smoke: ЋA more sophisticated understanding of the repertoire of consumer benefits which can meaningfully be attached to cigarette smoking in advertising for BAT brands.Л Focus group studies of smokers 1845. Study finds twenty six Ћsignificant momentsЛ and Ћpeak experiencesЛ  social, physiological, emotional  associated with cigarettes. A long section details why adolescents begin smoking  Ћinitiation rites, rebellion, peer group pressure, simulation of adulthood, but also movie stars who smoke. Adults now find it less and less acceptable, even less pleasurable, heavy smokers recognize the sometimes desperate need.) Notable quotes: ЋBecause nicotine is such a powerful reinforcer, other stimuli closely associated with its presence will ‘borrow’ its motivating properties.Л ЋAn important aspect of the semiology of smoking is what might be termed the ‘iconography’ of smoking behaviour, which the entertainment media, and particularly movies, have been instrumental in creating and disseminating. The iconography of smoking is important because of what it represents in terms of the signals or messages that smokers wish to communicate about themselves....Л ЋThe clusters of visual stimuli illustrate the major roles that cigarettes play for various subgroups of smokers and include references to the diverse factors which motivate brand choices (e.g. the ‘macho’ or ‘adventurous’ appeal of certain brands of cigarettes to young men today; the ‘glamour’ and ‘elegance’ that used to be associated with smoking by women in the past, compared with the more earthy ‘sexiness’ and ‘machisma’ that smoking represents for young women today; the ‘status implications’ of cigarettes for older men and women, etc.Л 3. Marketing strategy paper, no date, unsigned, ЋBenson and Hedges,Л BAT (File no. AQ1121) 400477642  655. (Exposition of how to move the image of Benson and Hedges brand away from it’s staid ЋClubmanЛ appeal, which also appeals to aspiring male ЋNorms,Л to a woman’sappeal cigarette, as part of Ћupmarket socialising.Л Suggests keying off the Gold 25s, something like Milds 30s.) Notable quotes: ЋLittle growth can be expected from these loyal sources. Both groups are heavily ‘male’ biased and they are getting older. In many ways, they represent the cigarette world of yesterday, rather than the market of tomorrow.Л ЋCONTEMPORARIES ...are extremely health conscious.... rather embarrassed about being a smoker per se.... they don’t really like smoking. And a surprising large number of them are sure they’ll quit smoking in the not too distant future.... they’re not committed smokers. And therein lies the rub.Л ЋTHE WORLD OF COURTING FEMALE SMOKERS. The historical strengths of the BENSON and HEDGES brand franchise are also somewhat of an Achilles’ Heel when it comes to attracting females (and especially young female) smokers. 4. November 1985, Conference summary, unsigned, ЋR&D Research Conference Programme...Rio de Janiero, 12th to 15th November, 1985,Л BAT (File no. M21C) 109870280  556. (In marked contrast to the conference held in Brazil in 1983 [see Stanton Glantz et al., The Cigarette Papers, Berkeley: University of California Press, 1996, pp. 8889, 9495, 278281, 406 407], where substantive issues of nicotine metabolism and sidestream smoke carcinogenicity were discussed, this conference dwelled on novelty in product design, eliminating the ЋnuisanceЛ aspects of sidestream smoke, lower prices, smoker behavior research -- psychological profiles and how cigarettes are smoked -- response to Ћconsumer demandЛ and Ћregulatory authorities requirements.Л Notable quotes: ЋTo ensure that the Group is technologically prepared to adapt products to meet standards imposed on the industry, without impairment of consumer acceptance.Л Testmarket concepts of two new brands, VISA and MISSILE. VISA: ЋSleek is chic Thin is in Elegant and Feminine Sets new fashion Length: 94 mm Target: female. MISSILE: Quintessential quality Nouvelle cuisine Small but classy 1990's way of smoking 80/84 mm Female and maleЛ ЋMarlboro is single biggest threat to BAT’s No. 1 position No one brand can destroy MarlboroЛ ЋThe relief of social concerns such as visible sidestream smoke, eye irritation, room odour is a growing consumer need. The development of products with acceptable smoking quality should be a Group (defensive) priority.Л ЋCheap cigarettes are fullflavour.Л [NB. This indicates marketing of high tar cigarettes to people with less income.] 5. Proceedings and selected papers, Montreal international marketing conference, 1984, ЋSession IV, General Discussion (12th July), BAT (File no. C211) 100449278  329. (Discussions on the company’s future and communications between divisions and companies with respect to smoking behavior and the tobacco product.) Notable quotes: ЋSince our future business depends on the size of this starter population set, it was considered important that we know why people start to smoke and this may be more important than why they continue to smoke. We must better understand shortterm quitters.... Can we develop models of how smoking careers unfold?.... The role of nicotine as a motivating source was discussed..... Mr. [W.] Knox pointed out that in the longer term, an increasingly female profile of tailormade smoking will have significant marketing implications.Л II. Cigarettes Marketed to Women to Have More Nicotine 1. 12 November 1976, research report (RD 1410), R.E. Thornton, ЋThe smoking behaviour of women,Л BAT (File B3183) 105501517  565. (Study of motivational differences between men and women smokers.) Notable quotes: ЋSmoking behaviour of women differs from that of men.... more highly motivated to smoke.... they find it harder to stop smoking.... women are more neurotic than men and more likely to need to smoke in stressful situations, presumably because they are less well able to deal with stress.Л ЋGiven that women are more neurotic than men it seems reasonable to assume that they will react more strongly to smoking and health pressures.... There may be a case for launching a female oriented cigarette with relatively high deliveries of nicotine....Л [NB. ЋThinЛ cigarettes deliver more nicotine.] 2. 18 July 1988, research report (RD. 2120), R.R. Baker, ЋThe effects of cigarette circumference change on nitrosamine deliveries,Л BAT (File no. AW1470) 402383318  321. (Chemical tests on thin cigarettes, the type marketed to women. Nitrosamines, NNK, in cigarettes are thought to be a major cause of cancer.) Notable quote: ЋFor a given condensate delivery, a lower circumference cigarette can be expected to give a higher NNK delivery than a higher circumference cigarette.Л 3. Focus group research report, July 1987, MarktConsult (Hamburg) for BAT UK & Export Ltd, ЋProject Alpha (Capri), BAT (File no. AQ1023) 400208386  397. (Eight Swiss, Finnish and British groups organized by gender and type of cigarettes smoked. Women preferred the Ћultra slim shapeЛ of Capri. Smokers understood that this low tar cigarette to be Ћhealthier/less harmful.Л) III. Women’s Health Threatened by Tobacco, A Fact Publicly Denied by the Industry. 1. ЋIndependent Scientific Committee on smoking and health. Proposed outline of the third report.Л Unsigned, undated, BAT 100312583  585. (A UK government sponsored group of experts advising on future research on tobacco. The committee met regularly with the UK industry. This is a memo to the industry, advising on future makeup of cigarettes.) Notable quotes: Ћ...[Given] the present level of the disease and the sharp rise in prevalence among women (who, on the whole, came to the smoking habit later than men) the case for recommending tar levels which will reinforce the trend in men, and set what is probably a reasonably safe level, is overwhelming.... It is as important to achieve a reduction in the mutagenicity and carcinogenicity content of the various constituents of tar as it is to continue to reduce the overall tar yield.... As a purveyor of a product which is accepted as prima facie harmful to health, the industry may wish to carry out this [research] work to further demonstrate its regard for the health of its customers. [NB. Instead, the industry kept marketing Ћlow tar, low nicotineЛ cigarettes, implying they were healthier, despite the industry’s own research showing that people ЋcompensatedЛ for the lower nicotine by inhaling more often, more deeply, and thus getting as much or more tar as regular cigarettes.] 2. Letter from Michel Descoteaux to Robert M. Gibb, 26 February 1981, ЋMillbank Public Affairs Smoking and Health Handbook to Employees,Л BAT (File no. C18) 100430607  611. (Comments on 8th draft.) Notable quotes: ЋInstead of saying that ‘the great majority of smokers do not die from lung cancer’ I would suggest that they give some indication of what the great majority is, like ‘more than 99% of smokers do not contract (or die from) lung cancer’.... I think reference should be made to the fact that carbon monoxide is naturally present in the human body whether one smokes or not.... It is produced by humans, animals and plants.... I am amazed that BAT would agree with the advice of doctors concerning pregnant women.... BAT’s agreement could open the door to claims for warnings on cigarette packages, for example, and has very important implications in the passive smoking debate.Л Death, After All, is Just Part of the Business.... 3. Business projections report by T.C. Hanby and commentary by D.G. Felton, April 1979, ЋProspects for AD 2000,Л BAT (File no. F3209B) 104751519  559. (Cool calculations are made about the demographics of each international region, the likely disease patterns, the antismoking forces, and thus the prospects for BAT’s business. Notable quotes: Felton – ЋWhatever the effect of tar levels on mortality rates, it is highly probable that the number of deaths from lung cancer will fall sharply in the next 1020 years – simply because there will be fewer men at risk.... [NB. The inference is that lower rates of smoking will reduce the absolute numbers; but there can also be the fair imputation that more men will have died off from smokingcaused diseases.] It must, however, be noted that as female consumption rates of cigarettes approach those of males...it may be impossible to attempt extrapolation [of mortality] for women..... It is, at once, obvious that the increase in smoking by women since the 1949 [sic]45 War has produced cumulative cigarette consumptions in excess of those previously recorded, even when adjustment is made to the basis of constant tar (1965 = 100). One likely consequence is a continued increase in the mortality rate from lung cancer in women above the current figures before a decline sets in.... [NB. In fact, deaths from lung cancer in American women now exceeds those from breast cancer, the epidemic curve still rising.] Women in the important childbearing years (2039) appear to have notable consumption levels (2022 cigarettes per diem). Has it been assumed that the campaign by the HEC aimed at pregnant females will cease?Л 4. Letter from G.P. Mann (BAT Industries) to Ray E. Thornton (Group R&D), 2 May 1985, ЋU.S.A.: Smoking, Health and mortality,Л BAT (File no. H22) 107334119  120. (Reports on a presentation at the Institute of Actuaries in which data were presented showing lower life expectancy in men and women smokers, 6.6 less at age 35 for men, 3.9 for women.) [NB. Elsewhere the industry suggests that the increased risk of cardiovascular illness in women who smoke and take oral contraceptives is instead because Ћliberated women are likely to do both, and ЋliberationЛ subjects them to stress.] 5. 13 November 1985, Draft public relations piece, BursonMarsteller Marketing Communications, ЋSmoking and health  the issues answered,Ћ published by British American Tobacco Company (Hong Kong) Ltd, BAT (File no. J1490) 100986072  083. Notable quotes: ЋMost studies on smoking and pregnancy suggest that important biological and social factors do affect birth weight and prenatal mortality, and not smoking.... Such differences were only found among mothers coming from poorer families, in poorer environmental conditions. 6. Synopsis of a conference, unsigned, 58 November 1979, ЋSmoking and Health Issues Conference,Л BAT (File no. FC0077) 301097810  813. (A strategic public affairs analysis of how to combat the threat to the industry’s profitability and growth.) Notable quotes: ЋWe have to recognise that there is a statistical association between smoking and certain diseases.... The industry needs to review its current attitude in the light of the legal position..... The effect of smoking on pregnant women and on children are not fully understood and are a matter for concern.Л IV. Marketing to the Developing World 1. Business projections report by T.C. Hanby and commentary by D.G. Felton, April 1979, ЋProspects for AD 2000,Л BAT (File no. F3209B) 104751519  559. Notable quotes: Hanby – ЋNorth America..... Economy – Good, probable net increase in disposable incomes, especially amongst coloured population.Л ЋLatin America.... General prognosis: An expanding market...the population explosion will still provide ample opportunities.Л ЋFar East.... General prognosis: Mortality from smokingassociated disease is low, and this must blunt the edge of the antismoking campaign, unless a sharp rise in deaths, especially from lung cancer, is observed. It may well be, however, that the use of filtertipped low delivery cigarettes allied to fairly low atmospheric pollution will prevent an episode of lung cancer deaths as seen in Europe (and to a lesser extent in the USA from 1935)–.Л ЋAfrica.... General prognosis: Looks like a difficult market.... By 2000, some territories will present real opportunity (e.g. Nigeria), but for the next decade or two, many will just not have a population with much money to spend on manufactured cigarettes.Л ЋMiddle East.... The rise of militant Islam poses serious problems. Smoking, and the consumption of alcohol, are forbidden under this creed.Л 2. Public Affairs International Conference 1216 July 1992, BAT (File no. BA0462), 502649609  796. (Proceedings of the conference on ЋPublic Affairs for Profit,Л with BAT public affairs delegates from all over the world.) Notable Quotes: ЋThe Battle Won: The War Continues. How Bangladesh Tobacco Company Tackled the Ban on Tobacco Products Advertising in Bangladesh... Smoking is still somewhat of a social taboo, more so for women in Bangladesh. This trend is beginning to change, though very slowly.Л 3. ЋSmoking Issues, Part III. Position Papers,Л March 1981, BAT (File no. BC0270) 503092393  421. Notable quotes: ЋWHO should [not] interfere in the internal affairs of [member] countries.... ЋWe are being actively encouraged by many Third World governments to develop a tobacco industry.... 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