INTER-QFFICE CORRESPONDENCE PHILIP MORRIS USA 120 PARK AVENUE, NEW YoRK, N.Y 10017 January DISTRIBUTION DATE: 28 , 1987 Elizabeth Mora FROM: SUBJECT: BENSON HEDGES 3 PACK COOKBOOK PROMOTION ANALYSIS I analyzes Attachent the results of the October 1986 Benson Hedges Pack  Cookbook Praotion bY major This program area program 5450,212 , S500 000 expenditures budgeted at while actual was are resulting in a favorable variance Of $49,789_ EXPLANATION MJJOR FAVL (WNAV ) AREA (414 , 798) budgeted Reflects greater Brand Pronotion than packaging costs Merchandising Materials than budgeted material 34 , 215 Reflects less quality ard unit costs Merchandising Payments 30,372 Reflects 748 utilization versus buageted placement 908 rate 789 549 Tne sept SPACE Prarotional Display Sunmaries for tember through display payents Novenber used track were expensed in 1985 The cost of the cookbcoks was UTILIZATION shows Attachment II utilization by section. The national placement military zed shipnent and data including suar below: are (1) DISPLAY PLACED SHIPPED UTILIZATICN 21,892 29,495 unit display 748 656 760 884 , 850 748 Incentives (1) Includes unpaid placements cookbooks on hand in the Carlstadt warehouse Tnere are no Hedges Ongoing pronotions have affected that may the Benson Cookbook include the following: placenents Marlboro Country Store (September) Slims Book of Days Virginia (Novenber) Players Reintroduction prarotion field this Suggestions and observations made the for include: 1 quality flimsy of display. Improve Lhe the and was falling apart_ having Not the books attached to the cards caused the praotion to to assemble. be very tinea consuming
INTER-QFFICE CORRESPONDENCE 120 PARK AVENUE, NEW YoRK, N.Y 10017 PHILIP MORRIS USA DATE: January 28 , 1987 DISTRIBUTION Elizabeth Mora FROM: SUBJECT: BENSON HEDGES 3 PACK COOKBOOK PROMOTION ANALYSIS Attachent I analyzes the results of the October 1986 Benson Hedges Pack  Cookbook Praotion bY major program area This program was budgeted at S500 000 while actual expenditures are 5450,212 , resulting in a favorable variance Of $49,789_ MJJOR AREA FAVL (WNAV ) EXPLANATION Brand Pronotion (414 , 798) Reflects greater than budgeted packaging costs Merchandising Materials Reflects less than budgeted material quality ard unit costs 34 , 215 Merchandising Payments 30,372 Reflects 748 utilization versus 908 buageted placement rate 549 789 Tne SPACE Prarotional Display Sunmaries for sept tember through Novenber were used track display payents The cost of the cookbcoks was expensed in 1985 UTILIZATION Attachment II shows utilization by section. The national shipnent and placement data including military are suar zed below: (1) DISPLAY PLACED SHIPPED UTILIZATICN unit display 21,892 29,495 748 Incentives 656 760 884 , 850 748 (1) Includes unpaid placements Tnere are no cookbooks on hand in the Carlstadt warehouse Ongoing pronotions that may have affected the Benson Hedges Cookbook placenents include the following: Marlboro Country Store (September) Virginia Slims Book of Days (Novenber) Players Reintroduction Suggestions and observations made the field for this prarotion include: Improve Lhe quality of the display. was flimsy and falling apart_ 1 Not having the books attached to the cards caused the praotion to be very tinea consuming to assemble.