PM History/2 - Legacy Tobacco Documents Library

PM history/10
I Camel to PM) . . .believes that filters, now w/2% of the.mkt, have a big
ifuture, eventualls will command 8 TO 9% OF THE MKT (see the low fore-
' cast)* ~-~*+'##use
--MAX SHULMAN'S SUBDUED •SELL• CALLS COLLEGIANS TO PM, Sales Management,
2-1-559 the subdued pitch sometimes hard to find but extraordinarily
-, well read in 132 college paners/good example of his yuks on , ow
elns o c trate_"when you are~tud ;ons ." socialize when sportive
& is a means of blow~ng smoke rings to impress girls . . .62~ readershi
67% sponsor ~.denti£ication, poll shows//this tally close to 2 of college
uncTer-g`ra3s saiff to be smokers . . .PM concentrated on eollege_mkt from the_
start train3ng specialists on its sales staff . . .to keep push3.ng in col-
I leg3e e mkt, special mtg in Jan ' 54 to figure out how to sell somewhat
sophisticated & sTep$ies-1. coZ eZ-ge`mS~t//answer : humor b well-known write ,
it's done w/sales promo on campus, which is name of t e column, pus ing
"the intelligent man's & woman's smoke" . . .Sonnenberg pushes PR aspects
of Shulman column . . .so successful that some college papers not on the list
are running it (free) . . .BUTc see 11- -60 tem in Nation be1
--BOXING CHAMP, Forbes -- e repic ag ng, tosse out its old
~ brown PM pack in '55 for modern red, white & gold//within 12mo . period
in '56 PM had put on mkt five new or beefed up brands, all but B&H which
inherited the old Parliament box, all were in crush-proof, flip-top box . . .
new adv. pitch as Johnn is re laced by female bell-toned voice while
Marlboro features sweating cow oys tatooed spotrsmen//result : ' 6 sales
15% over-'S5 to record $326 .8 million, best gain in the industry
also . PUROHASE OF MILPH-LNT via stock swapj $55 million in sales but it
doesn't make boxest/its research lab also wanted
--SNAPS, TIPS, FLIPS, WHAT NEXT?, report on mkting changes at PM w/
stress on Weissman, NYT 1-12-58//see GeoW file
--THOSE PARLIAMENT ADS, CR 3-58s Parliament ad discreetly calls att
;}1KV+1( ~ to CR 1-58 issue report on filters, CU raises hal .l (RK : how can it prevent
anyone from citing it or quoting t in a s or anywhere else?) ; a
press kit serit out by Sonnenberg office
~ -- HE PITC -1 -6 : JFCII~t_for overselling analysts_
~ on PM ver . its net while up O over past five yrs s actually down
from decade ago + sub-par profit margin (RJR's said to be 3X higher),
return on net worth is lowest of Big 5 + PM MKT SHARE OF 9 .496 IN °59 is
DOWN FROM ; ; . 1% IN~~( #~#~~-*#see Cullman' s e£ o~~o ra ionaSize, comes
over lamely, says _today's PM is entirely diff . co . from '54 so last 5 yrs
is the key ydstick
Id ShOrnm) --CATCH ' EM ON THF. CAnrtPUS . Nation 11-5-60 : Ironic piece on ACS as
spoilsport, pushing its "morbid propaganda," hope here that "not too many
young persons will be deprived of the pleasure & solace of smkg" . . .not
to worry since ACS ed . budget is only $113,000//URting PM'S INGENIOUS
TECHNIQUES in exploiting the college mkt, big supervisory force
. MAN INE, NYT Personality piece 1-22-61//see JFCIII
--ON THE THRESHOLD= PM thinks its in sight of silver lining renontob
. purchases, Forbes undated •62 : sales & net of MO's non-tob, vrovs
down for 2nd straight .yr/Milprint was frst to print on cellophane . . .ASR
T has never adve+-t_seo e_=nongh, but now it has Pal blade out w/more to come . . .
LESSON OF MARLBOROt spend at beginning when product is hot, $1 then worth
much more ian 5 later when product is on plateau*****use
--CLOSE SHAVE?/is the stainless steel blade a threat to Gilette?,
Forbes 2-1-63 : Gilette is one of smartest, most profitable outfits in
US . . .threat from Wilkinson's Sword/Gilette has 707 4 or so of he wP+-
` shaving t,5zin UASR to enter dbl-edge blade b°lz for first time w/
' stainless, tremendous improvement in sales expected
--AT LONG LAST : PM had industry's only profit gain last yr, Forbes
ti-1-63 : the standard PM brand ke t falling but earlv concentr at;on on
il s saved PM from disaster fo on time PM had been P OF
THE INDU TRY w owest prof t mar n& retu on e u . . .now that's
o~3g .:.b~r or'~ o~Siaments keep advancing, €Ilters are 8046 of PM
biz VS . OSLLY 56°o_FOR RRST OF TNnr :cTRY + BREAKTHROUG~I OVERSEAS as PM now
exports to 10 countries & thru affiliates or icenses sells in 17 otherss
new prosperity in overseas mkts "bringing us customers who couldn't
afford to smoke until recently" . . .also Milprint & ASR "beginning to pay ~
off"//recently purchased BURMA-VITA CO . OF MINNEAPOLIS, so within 5 yrs ~
PM has become the most diversified tob . co . as 17% of sales came from y :a
outside CN
--CANCER-LINK EXONERATION SEEN BY PM HEAD, NYT 4-10-63//see JFCIII ~
--SUMMER OFFENSIVE, PM thinks Gilette has given it clear shot at its ~
I blade mkt, Forbes 6-15-63= PM-ASR has brief lead to push its stainless %0
new Personna & Pal injector stainless before Gilette debuts its brand . . .
ASR sales ca. $35 million, Gem is only single-edged . . .$UT : big vroduction
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