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1 to 10 of 10
| 1. | Title: | Alpine wine cooler Singapore |
|---|---|---|
| Bates: | 2504047678/2504047686 | |
| Date: | 1985 | |
| Rating: |  |
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| Source: | Philip Morris | |
| Page Count: | 9 | |
| Type: | Brand Plan | |
| Summary: | Strategy to promote Alpine Wine Cooler prior to launching Alpine cigarettes. The strategy to create the Alpine brand name awareness: "1) Prior to Cigarettes launch, introduce wine cooler called Alpine using heavy hitting media campaign targeted to Salem consumer. 2) Promote Alpine wine cooler at Retail/Nite Life establishments. 3) Induce consumer trial/contact with Alpine wine cooler. [Ed: Cited in a research paper investigating how the tobacco industry circumvented Singapore's advertising ban.] |
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| 2. | Title: | Alpine wine cooler Singapore |
|---|---|---|
| Bates: | 2504047668/2504047677 | |
| Date: | 1985 | |
| Rating: | |
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| Source: | Philip Morris | |
| Page Count: | 10 | |
| Type: | Brand Plan | |
| Summary: | This document provides the details on how the 'Alpine' wine cooler will be launched in terms of the brands, advertising/promotions, target audience, budget and timing of project. To promote two brands of wine coolers, 'Bistro' and 'Sunset' and the strategy: "Prior to cigarette launch, introduce Alpine wine cooler using a strong media campaign targeted to Salem consumers, promote Alpine wine cooler at selected retail and night life establishments, induce consumer trial/contact with Alpine wine cooler via sampling program." The target audience are "Salem smoker ... male and female, predominan... |
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| 3. | Title: | Alpine project, Landor brief (draft) |
|---|---|---|
| Author: | Schmidt, P | |
| Organisation: | Philip Morris Asia Incorporated (Hong Kong) | |
| Bates: | 2504047606/2504047611 | |
| Date: | 22 April 1987 | |
| Rating: | |
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| Source: | Philip Morris | |
| Page Count: | 6 | |
| Type: | Memorandum | |
| Summary: | This is a brief for the Alpine project, named the Landor Brief from Peter Schmidt which outlines how the Alpine brand was to be launched using trademark diversification through a winecooler. For Overview the brief describes, "As you are aware, we cannot advertise cigarettes via traditional media vehicles in Singapore. Due to this government restriction, we will be using a band diversification strategy to create awareness and visibility for the Alpine brand name. We plan to accomplish this objective by introducing a wine cooler called Alpine. Our target date for the wine cooler is July 1, 198... |
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| 4. | Title: | Corporate affairs issues/ D. Harris' visit |
|---|---|---|
| Author: | Jilla, JH | |
| Organisation: | Philip Morris Asia Incorporated | |
| Bates: | 2504047694/2504047696 | |
| Date: | 20 April 1990 | |
| Rating: | |
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| Source: | Philip Morris | |
| Page Count: | 3 | |
| Type: | Memorandum | |
| Summary: | Report on corporate affairs issues/Don Harris visit from J Jilla, Philip Morris Singapore, to Peter Barnes, PM Hong Kong. Jilla reports on how to handle the ETS issue and using industry arguments to create the first doubts and industry lobbyists. "Grey Robertson of HBI (renowned for their work on 'sick building syndrome) is to visit Singapore early May ostensibly to drum up some business from a nation increasingly concerned about the quality of its air. More importantly Grey will create awareness and attention for the proposition that ETS is a relatively minor contributor to 'unclean air'.... |
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| 5. | Title: | Alpine |
|---|---|---|
| Bates: | 2504047687/2504047689 | |
| Date: | 1985 | |
| Rating: | |
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| Source: | Philip Morris | |
| Page Count: | 3 | |
| Type: | Brand Plan | |
| Summary: | This document is a three page proposal for a successful launch of new cigarettes, "Alpine" using indirect advertising through a wine cooler in a stifling environment. "In a marketing environment where the advertising and promotion of cigarettes is extremely stifling, the use of such a vehicle can be potentially effective in achieving the ultimate goal through the creation of widespread awareness of the brand name and its imageries....The wine cooler in Singapore is however a very limited one at this point in time. But in view of the stated objective the long term success of the wine cooler i... |
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| 6. | Title: | Alpine wine cooler |
|---|---|---|
| Author: | Tee, J | |
| Organisation: | Leo Burnett Advertising | |
| Bates: | 2504047652/2504047652 | |
| Date: | 21 April 1987 | |
| Rating: | |
|
| Source: | Philip Morris | |
| Page Count: | 1 | |
| Type: | Letter | |
| Summary: | One page letter from Leo Burnett to John Feenie (PM Asia) regarding Alpine wine coolers. The attachment referred to in the letter is not provided. | |
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| 7. | Title: | New product prototypes |
|---|---|---|
| Author: | Keim, TR | |
| Organisation: | Philip Morris Asia Incorporated (Hong Kong) | |
| Bates: | 2504047710/2504047710 | |
| Date: | 20 October 1987 | |
| Rating: | |
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| Source: | Philip Morris | |
| Page Count: | 1 | |
| Type: | Memorandum | |
| Summary: | A Philip Morris Asia Incorporated inter-office memo from T.R. Keim to Peter Wang regarding new product concept/development work. It is possible that this is related to the research discussed in PM2504047830/7836 and PM2504047838/7897. The memo asks if the concepts discussed earlier could be "delivered" in prototype form for testing. | |
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| 8. | Title: | New product development: next steps |
|---|---|---|
| Author: | Keim, T | |
| Organisation: | Philip Morris Asia Incorporated (Hong Kong) | |
| Bates: | 2504047711/2504047713 | |
| Date: | 2 October 1987 | |
| Rating: | |
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| Source: | Philip Morris | |
| Page Count: | 3 | |
| Type: | Memorandum | |
| Summary: | Philip Morris Asia Incorporated inter-office memo from T. Keim to D.S. Devitre regarding the "next steps" in the development of new products. Project Meridian - further development has been terminated. Project Avalon - the priority is to find a product with a United States Pharmacopoeia. New product advertising should focus on a product difference. However before advertising work can proceed, "we need to identify a product which appeals to our target". The product concepts behind Avalon is that it is a unique new menthol (creme blend and "extra" menthol), with a thin circumference and a "fre... |
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| 9. | Title: | [Projects for a number of Asian nations] |
|---|---|---|
| Bates: | 2504047741/2504047765 | |
| Date: | May 1987 | |
| Rating: | |
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| Source: | Philip Morris | |
| Page Count: | 25 | |
| Type: | Report, Marketing research | |
| Summary: | An untitled/unsourced document reporting on projects for a number of Asian nations, including China, Hong Kong and the Philippines. The same reporting format is used throughout the document which includes the following headings: project name; positioning; Control Profile Cigarette status; target launch; product; packaging; price, advertising; volume objective and status. Hong Kong projects are documented on pages 4-11). It would appear that the document is a report of the status of new product items. Eight products are described for Hong Kong with launch dates ranging from June 1987 to... |
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| 10. | Title: | Project Avalon / R&D Development |
|---|---|---|
| Author: | Keim, T | |
| Organisation: | Philip Morris Asia Incorporated (Hong Kong) | |
| Bates: | 2504047701/2504047703 | |
| Date: | 11 April 1988 | |
| Rating: | |
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| Source: | Philip Morris | |
| Page Count: | 3 | |
| Type: | Memorandum | |
| Summary: | A very detailed Philip Morris Asia Incorporated inter-office memo from T. Keim to Leo McCallagh (PM New York Office) outlining the three phases of Project Avalon. Phase I: presentation given (venue unknown) but "the concept put everyone to sleep (no United States Pharmacopoeia)". Following that presentation "we became intrigued with a "fresh cigarette" along the lines of the EEC's "perrier" idea but we didn't know what that meant in terms of a product". Phase II: concept tests/concept-prototype tests: decision to take some of the concepts that had been discussed and get some Asian consumer ... |
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