PM History/2 - Legacy Tobacco Documents Library
PM History/2 - Legacy Tobacco Documents Library
PM History/2 - Legacy Tobacco Documents Library
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
<strong>PM</strong> history/38<br />
<strong>PM</strong> OFFICIAL LINEz we don't get people to start smkg, only to switch<br />
brands . . .Merit up to LF .3l US mkt share//M1Z.LER STORY : Murphy fond of<br />
saying he-3i~ ow a damn ng about the beer biz" but knew enough<br />
W, to realize Miller slogan "The champagne of bottled beer" was aimed at<br />
eople who cL3-3<br />
' 'Tt<br />
drZ muc eer . . .~ ' 3eve ~ Sops clever mktg campaign that<br />
ecomes T ' aime at b ue-collar crowd & dubbed "work reward "<br />
e .g ., you work hard so you deserve a good beer -- ours . . .Mi er began<br />
outspending everyone on per-barrel sold basis & caught the rest snoozingt<br />
volume shot u from 5 million b rels in ' i ' lion in '#*##*<br />
w about @ g3~pw M'oID . ite . ipytr2942 ~d. in..-'-1W & so by famous or<br />
no -s ex-a e eE sn3.zy__~+to~der~ul,,1,y~ _?'~y commercials implied<br />
that here was a lower-calorie drink NOT FCR S ~analagous<br />
*to Marlboro cowbo & filter) . . .BUTz tricks that wor e w ar5. oro d'1dn't<br />
w beer o ev m sta e z(1) St k w/M'l"s m; p theme lon~ after its<br />
effectiveness had peaked, barel slterin it fo 1 unlikg„the, .A'!{~,F~7,. ..~?or<br />
.~ ?or`ve<br />
cowboy it<br />
meanw i e Bud £ightsback wlbouncr<br />
rsioiz, a copy but livelys "For all you do, this Bud's for you" & Lai<br />
~~ Miller Lr'kised High Life ces" iri?`'80`°ae"=~obiioii>5+ vYas 33m~s~n8c*~ben though<br />
Bud eventually followed, lot~s`of~i ler quaffers, less loyal than cig<br />
smkrs, abandoned ship to Bud . . . :khats-.HIGH-h.iFE~.. ~LQC~.,zm~FF~40~ t'Yibet„~,,; 80<br />
&'84*#***-rzow new ad campaign appealing to chauvinis, made'e Yrmerkcan<br />
way(RKs but soon turns to Natural Lager, made w/Japanese technology) . . .<br />
Hamish expresses confidence High Life will be "all right . IF IT N'T .<br />
SO WHAT? WE'LL HAVE OTHER PRODUCTS" -- which is what happened"~~*~*MLJIRr<br />
into near-beerNcy/Siar~.~~ & sinRe,consumers want cheaper beer, Miller now<br />
piri~'~oducirig ~wo eeonomy 5i1~~$s, Meister Brau & Milwaulee's Best////THE<br />
-UP STORY : in '78 while <strong>PM</strong> "was still heady w/Miller's apparent achievemen~t<br />
Edw FraRte1 . : a,k4p,rd driving ex paratrop ,~r , & Murphy disciple<br />
to take charge-~~"soon felt he fiad'~a bo5zp b~'~YSiiiting siut to newly health-<br />
.oqnsc~,o,~, r~onsumers that ~U had no caffeine (aNev~x,~had it :- never,x~will")<br />
BU7.' °turned out `tbuy"e`rs'"d3 .dns `t'much' care &"4'oN those viho dId"C6ke3"'~~'ensi<br />
~ soon introduced ca£feine free versions . .even worse, Big 2 enga-ged in<br />
-s are a has ma3.n y ur e second-tier of the industry as<br />
cola kings fought it _pk~_w ._~.n" t~tg _~efi,:~rt p~ice deals & hvy adv, & so -7 ~<br />
mkt share s"IiY~anlc' f'irom 5 6~~ 478 to tiWn"'~aPfeiYfe- ee<br />
co a, e wa tog~ed 7-,Un t~,o~<br />
become 3~ ,~.iar.a33GJ~.- :* C cs~ ning_~n adv sn~a.° `~' or "'~<br />
1~~"Ee-a 3ke entry in lemon-lime m'7Tt . . .a tough s3.tuat ory, __ WI-1?'7F- <strong>PM</strong><br />
FRETS WHEN LBO EAK -- the chairman's favorite uest9 .on Wm Campc<br />
be l, exec vp for domestiic , says . . .meanw i e sees it as his main<br />
~ job as FIGUR3NG OUT HOW TO _ L7,SE ~~LX ce '83 co, has<br />
bought bac,k g~.~,~sj, o~ts~andiy : ._sha .r . . .HM cou~`cT""hl~ay orYt ~<br />
k'9:ghef' 3iv`idends tp shareholders, d T'ESN 'DO • ,esT<br />
LIKE THAT PROSPEC T&~<br />
diff . ideas than buybacks in minds O~,<br />
p.~ECT OUR, EARNIIdG$ ,<br />
WE MUS T USE OUR RES OURCFS _ Tp S UC CEED IN , F?"B`[~.~'~$7Y.'SS~E~"~~ ~~~~Y''~t- ~<br />
ment those are eer sodas with all eir pro'r~-~u~ as he says "It woul~<br />
be ver shortsighted to get out f a business every time there's a down- ~p<br />
turn"~et2 as_ ?? .~.g9.A~: :.P3l8i.t o .,..?n~.~.~- .,.$~~:,!~A~?,~~QF~rs,,.~2~$?r9. ..,_~-~:~_•#-, a ~<br />
powerfu,l xtsuccess of P~Y[-Lyredit Corp ., which<br />
; e finances~mortgages forreal estate subsidiary Mission Viejo & makes<br />
~' loans to Miller distributors & 7-Up bottlers, assets up 50% this yr on<br />
~ doubled profits, see p33, conclusion " on before Marlboro eaks Maxwell<br />
aims re smoker of biz to t e' IDEBARz<br />
HN MURPHY, the loser in race w HM, brash & brilliant 55yrold orchestrator<br />
of Mi.ller's dazzli,ng_~i,,:~,~,e . . . t .. ' , ~~~"t,~e•~~~pes ~a<br />
, HM ed"~"° "75"' o4l a£ew vo . . . JM was GW s man bu o~ ~i"a'~`"tie_ i~~'osing<br />
credib9.lity as Mi er s arted to go flat in '8O . . .A STUDY IN oPPOSTmE ~z<br />
HM is said to be retic buttoned u, carries a little notebook<br />
- -ro jot down stuff JM as flambo~yant .~fxcgc, , _bit.o£ a~bully . . .after<br />
driving Miller from #~7'tTewe~'"to"#~2 `he seemec~ ~o le t'tkie ~eer biz go to<br />
his heads "The Miller 9rou ac uir d he most massive cas<br />
arro " sai one ex-sr exec as people in NY~hq got<br />
fe up w antics like JM's wiping his feet on an A-B rug under his desk<br />
~ every morning, JM's_penchant for press attention, fanc~yy~suites & chauffeure<br />
car~. rths_normt .~:an>..==~P~ess.mx<br />
» ., :c~. ~. s .~ ...<br />
--THE GENERAL FOOIIS STORYz se ,_ e OI'~~R?F GoeG Raek to Growings_ Fortune t,_10-83s<br />
~e~ x prem eosition of<br />
' any packaged food's & drinks &`-selling skills exceeded perhaps only by P&G,<br />
tl' GF kex~t [jlCAn~lQintinE Wg .11._St„bring,inggross to bottom line + acquisitions<br />
turned into duds & new pro~ucts £ell~f~.at: .:'6°iz~£"`)+ova w/nsea_~- Mever<br />
& Entenmann's purchases . . . for yrs people at White Plains hq were viewed<br />
http://legacy.library.ucsf.edu/tid/fmw44c00/pdf
Change language