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FILE NAME Kent KNT DATE 1953 June DOC KNT020 DOCUMENT DESCRIPTION Trade Journal Article - Kent Cigarettes - Sales Management The Magazine of Marketing OF MARKETING ame >DIFFERENCE PROGRAM PAYS OFF ROOK:Ny PAGE 24 ahaoe car + EPs, et we brands are said to have sold Hon units or almost 20 of 77 Git the ane before : Look before you smoke no ee i ae RTT yes OMEN at this test another cigarette wee | a be EY Sf aasee ON Oe ~ wight ae Vo< Sy Birt At, eh rs YHior if { AT PURCHASE A recent magazine spread pictured salesman J. O'Hara PROOF in Ridgewood N.J. how they can reduce their intake showing showing customers of the Davis Pharmacy double as smoke testers tars and nicotine by smoking Kents Ali 600 Lorillard salesmen + ooff dustry total By then filter cigarettes had had reached five billion units o 1.39 of total But this year their share may reach % In fact tomorrow's best sellers may well be combined king- size filter Alleged Fiters another have been of one type and used here for a generation or more But progressed faster in Europe where 0 more brands are now sold :: Switzerland today fliters represent more than half of all cigarette sales Only a dozen Filter brands are now being sold here Until recently this field was doininated largely by Ben- son & Hedges Parliament and Brown & Williamson's Viceroy Benson & Hedges may soon be acquired by Philip Morris Some others are du Maurier Gem Hale Maurie and the new M of Liggett & Myers which uses a cellulose filter Viceroy has become king size and Parliament is testing it Thus far Kent has done well enough at standard 70 mm length In fact Kent is setting a new pace for all Lorillard products Lorillard has a wide line The 16 leaders are five cigarettes four smoking tobaccos three cigars and three chewing tobaccos No more snuff The promoted prod ucts however are Old Gold Embassy and Kent cigarettes and Muriel Sergenian art director of Young & Rubicam points to the design A selected from more than 40 packages developed for Lorillard's latest Fifty names were considered before Kent was selected tively small but growing Between 1933 and 1952 while the . nation's population was rising 26 domestic paid consumption of cig arettes arettes nearly quadrupled from 112 to 347 billion units To this total varit s types and brands are contrib- Luting But whereas two decades ago th brands Lucky Strike hesterfield in their present sales -soldabout 85 of all cigar- these three today do about 6517 .... Lewis Gruber president and sales director of Lorillard recently told the National Associations of To barce Distributors that dists tor anw carries the average 54 vigarette brands In three years the number of brands selling more than eight billion units each anually has risen from seven to 12. Gruber noted that within the past year alone at least 10 new and growing brands have been put on the market hy major cigarette producers Some of the comers are king In addition to the separate king brands such as American Tobacco's Pall Mall which now may rank fourth among all brands in unit sales such standard brands as Chesterfield Philip Morris and Loril Loril lard's own Old Gold have added the longer version In 1952 king cigars Steadily cigarettes take a larger share of the company's growing total Of 214.5 million volume in 1952 -or 178 million in cig- arettes In 1953 cigarettes may reach 87 perhaps 217 million of an over volume of 250 million The company reaches back to the 1760. but it's leaders are plan- year ning for 1960. The atmosphere at 119 West 40th St. Manhattan may seem somewhat sedate An ancient cigar store Indian waits with you in the recention room on the executive floor But the men in the big offices step lively In an annual progress report for 1952. P. Lorillard Co. told 28.000 BY LAWRENCE M. HUGHES 25 1B . 3 3 Re ED 9B a TT Thinkers and Doers in the Debut of the New Kent MASTERMINDS OF PROJECT 7-11 Herbert A. Kent right chairman of Lorillard's bodie led the board of strategy in launching the cigarette Others left to right are Frank Hopewe executive president Lewis Gruber president and director of sales and Willh J. Halley president shareholders that sales of their prod- two Meanwhile under President filters Ills blamed on tobacco r~ u ucts had risen 14 from 1951. Net Halley younger men are being added from coughs to the black plague profit after taxes was only 5.7 mil- to management in various functions Last July , for example fo lion yet this was % more than the From Chairman Kent down Loril- Journal of the American Medio 5.1 million of the year before Last lard is minded Kent himself Association carried an article by December 31 the shareholders owned started in sales Three directors- Morris T. Friedell Chicago 2a of 160.S million largest Hopewell Gruber and Temple- Effect of Cigarette Smoke on assets item of which was 110 million in have concentrated on sales All 10 Peripheral Vascular System or no inventories of leaf tobacco One evi- play a part in strengthening older by blood vessels He concluded alteration dence of growing faith in ability to brands and launching new ones Kent there is a 33 alteration standard sell volume tomorrow may be tells shareholders Through modern radioactivity blood volume more in the fact that leaf tobacco selling and merchandising methods women when a standard cigarett~ found inventories last year rose nearly 22 your management looks confidently to smokeil as against 19 alteratio of million or about 60 faster than the future The sales force is com- of merchandising specialists . men The principle filtration ofs the year before Working capital stood 81.3 million Earned sur- posed equipped to serve the best interests of bacco smoke is probably a good oi at reached record 29.4 million 1.3 million retailers who handle our and should be used by both men plus a Over the pictures of 13 men ap- products ... Advertising is a top man Because a substan- women Although Lorillard } cannot p pears the legend To manage wisely agement function is involved esti- more the fact that Kents were USS to inspire steadily to look tial expenditure in Friedell's comparative tests 10 ahead clearly These precepts guide mazed at more than 59 million aumu distributing to doctors 10,000 aim board of directors in admin- ally jo all products our first care your the affairs of company is to that is invested wisely | stracts of his article Ri. istering your All but three members of the pres- Every major advertising move where pretested And in consumer folder for ag tribution at which also shot ent board are active executives of the ever possible is scientifically under actual market conditions how to make your own smoke teste company Long Lorillard's leading et aay the company cites fitulings of a leas chai company crhamiramann for the last year president for the previous decade- is Herbert A. Kent Others are Wil Ham Halley president Frank Hopewell the p's executive directing president sales { Lewis Gruber manufacturing manufacturing Joseph 1 Blacknall leaf purchases Irvin 11 Peak and advertising Alden James 2 the directors of research Dr. Harris B. Paracle purchase ing Frederick M. Walson and brand development Harulda . Temple In the last two years nearly all of these 10 have moved up a notch or Lorillard Moves Ahead Against an industry decline in sales of standard cigarettes in 1952 he repi^ irtsOld Guld expamled for the set gnasecutive gnasecutive year . While entire . volume gained 5467. Ene maktsgreater bassy moved its best pine maktsgreater ahead S067 0. And months last year Kent progress than had Emi- bassy in any of its first fomir years if Medi~ owarm alunit the suscep tibilimtumy is stokers to tars and wing and the need fur effective ing research organization : Skin ten ten perature of sensitive smokers smo ing ordinary leading filter cigareth dropped an average of six degre Fahrenheit The same smokers sm~ li ing Kruts showed no noticeable (gm abop all perature at forwill Behind Nem is a story of forwill planning and thorough developme dating back in 1947 when Herber Kent and his cowd started look earnest tai an elteerive filteary Pa American nur foreign filter then ghary ang sidd could trutive more slight amomut of tars and nicotine ee a ot BR PLANNER Harold F. Temple director of brand development helped form the step step plan to get Kent bought promoted and sold by same 500,000 stores PROMOTER Alden James president for advertising put the proof to work in hitting advertising in newspapers mag- azines radio TV direct mail and o A 40 removal was the desired minimum The company's expanding research department under Dr. Parmele stud- ied many filter materials A search vas begun for machinery No ma- chinery of the type the company wanted for making filter cigarettes could be found in this country Also required was a type package This ruled out the recessed filter because this must have a hard box to prevent the tip from breaking off Eventually the machines were found in Europe In 1950 Lorillard earned that a certain material used for filtering air in atomic energy plants had been declassified This mineral improved for cizarette use was found to elinsinate thirds of tavs and nigatine The Gapany registered its name as Mi- comite However important and desirable it may be a filter is an accessory like Hydra drive on a car Consumers still want a good smake From hundreds of grades of the four basic cigarette tobaccos Virginia Maryland and Turkish lard contrived the combination which finally became Kent Its salesmen break off the filter and unge unge sminkers try the cigarette without :) Instead of being roped the filter material is interleaved with the carrier fiber works out in alternate rays of three lavers of Mieronite and two carriers The product's development was very hush was the mdering or bachinerybachinery Tisan Europe ~ is produce it Probably not more than a dozen of the 6.000 people who work for Lorillard knew about Project 7-11 The numbers of course symbolized good luck The first marketing date was set for the spring of 1952 In the fall of 1951 Young & Rubi- cam was appointed agency for the new cigarette Lorillard's ather brands are handled by Lennen & Newell The company and & set out to fiad a name From a list of soine of which had been considered for Embassy Kent In addition to being the name of the Chairman explains Brandi Development Director Temple Kent is short and easilyremembered Also it suggests quality without being too British The fact that Kent already was being used for clothing hairbrushes and other things did not keep Lovillard from registering it Designs Package Then came design of package la- bels boxes and containers More than torty different packages were devel oped colors ranging through the - befobr efoe re an white with Mack lettering was chosen In January 1952 just two months before first consumer announcement orders were placed for labels and vatious containers Even then Project right 7-11 was still a quite secret But instead of taking first cautious steps in smaller markets it was des sided to launch Kent simultaneously in New York Chicago and Los Angeles By then there was no doubt that Lorillard intended to go all out with the new brand The three metropoli- tan markets were chosen because filter cigarettes already were accepted in them They were although. costly and complic- atetsteindg areas sales Lorillard's sales organization en- braces 600 men Nearly all of them handle all products except cigars which are sold by a separate group They are directed through 90 divisions 15 field and four regional managers The regions are East Const Northern States Maine to Wisconsin Midwest Canada to Gulf West Coast Consumer advertising was set to break on Wednesday March 26 in double spreads in all general dailies of the three markets The headline New Mieronite Filter Greatest health protection in cigarette history The campaign supported by purchase ma- terial would run for 10 weeks Early in March the New York Chicago and Los Angeles district managers_met managers_met at New York headquarters Executives told them Kent's story to date and gave them copies of a step Distribution Plan for the product These first copics Haruld Temple had written in lunghand Even secretaries of executives were not ver know on Project 7.11 The managers were to velay marketing merchandising and advertising procedures verbatim to their men Lorillard wanted to continued on p 106 aw et, LAT | oa EtD oree EOT nycyl aSre ap AL 2 opwes eor mee Fewveat a Character wa. Difference Pro Im Pays Off for Kent Cigarette continued from p 27j habit long continued -Grees so are the words School 30,000,000 of take what my teacher says as fact and habitually deliver the opinions of teacher into 10 000,000 homes Continuously repeated mention of your product service or business philosophy by these millions of youngsters can be of incalculable benefit to you There are 44 different state edited pub lications 900,000 subscribers Com plete Dexibility enables you to reach any group of states or cover the entire coun Try Get all the details from Miss Georgia C.Rawson C.Rawson Executive President Sinte Teachers Magazines Inc. 309 N. Michigan Ave Chicago , . State TEACHERS Magazines ~ Perfect a Gift for Every Executive _ PPIIAA Fancy Smoked POTOVO TURKEYS POTOVO gift Give a of distinction bat will truly flatter the recipient Premium Wo quality birds U. S. Grade A table vt dressed ready carefully then smoked Mo with a rare delicious flavor are gifts M of thoughtfulness for every holiday Z Each plump breasted turkey kuore or capon is slowly processed x under exacting controls to insure juicy perfection of flavor No cooking necessary Each bird shipped in usable polyethylene bag iced in insure a arrival in frozen condition it Attractively wrapped gift card % enclosed Shipped prepaid anywhere X the U. Send us your gift list we will ship direct Arrival in perfect con- dition guaranteed anywhere within Railway Express delivery limits 701 CUSTOM FOOD PRODUCTS INC N. WESTERN AVE CHICAGO 12 ILL We will need Smoked Smoked - whole en ov wr turkeys of Price Ibi 9.15 lbs Price 1.75 lb. Snicked whale perse ca av wt3 6-7 lbs Smoked. eo. whole AT wt repens 4 lbs of i Prica 51,85 of Price 1,75 ibi 18b 18b Toxi Nenw Name of Firms Address City- City- Zone . State State Stae em www et eww ws Ow ewowoaa wee e eee .106 make sure that every man would do all required of jum and would tell the same sales story In the introductory campaigns the Gruber explains objective was to build the framework for strong dis- tribution and then let demand help to fit it out We did not load dealers We wanted to be sure that every Ken smoker got fresh cigarettes and we refused to regard any sale as completed until the consumer struck a match Although we did not sell on consignment we stood ready to take back any unsold Kents Opens A Outlets In the fortnight between the time the men in each district first tackled the new cigarette and the first announcement advertisement they were to open % of potential outlets plus chains in that area These stores would all volume A outlets sold by the company's own men for jobber's account In addition jobber salesmen worked simultaneously on B and C stores Loriliard gave them 15 cents per placement for each outlet opened Although 30 rewards were offered to Lorillard men their efforts in getting the product distributed and promoted are duly weighed for annual merit ratings Last year 45 merit promotions were made in the sales organization) Chains were asked to cover only their stores in the specific area being tackled If any chain could not reach all its stores in that area before the advertising broke Lorillard would step in and help men In the first three markets salesmen from nearby districts were bor- rowed for one month The Los An geles force for instance was aug mented by Lorillarders from such places as San Diego and Bakersfield Salesmen from Milwaukee and South Bend were brought in for Operation Chicago By the end of the first 30 days Kent was to be on sale in 607 of all key outlets in each market But Loril- added 30 days grace Actually 1 mided by jobbers salesmen the ; product was bought by 90 of key stares in each market within 45 days First notified at meeting say on Friday that there was such a cigar ette as Kent and what they would have to do about it the men WITE , . routed to reach stores assigned the with possibic lost motion ORF the the following following Monday morning set forth in their sedan delivery ca carrying carrying . E More than job cartons of Kent 15 22 x winnow winnow posters 15 window posters F posters under easel hucked dispiny car^'scar^'s two 7 counter displays carton counte displays displays Each . given allotmen Each area was given an allotmen of window display material 4 install This material was to be only by a window trimming compani Salesmen were instructed to sel it only best window locations ' ee larger chains Kent was to take Wy dow space already signed forcounte Gold or Embassy Buying of counte display space was deferred unt eg Kent was in better supply As tangible evidence of the that the new product would backed by a record campaig the salesmen showed dealers pro of the opening newspaper inser ine dealer They also offered mats for in advertisements The dealers were duly impres Lorillard's men asked the Although uni to put Kent under the counter uni advertising the newspaper Temple points out breaki that 90 breaki them displayed it right off the bai Proj Thus ended the secrecy of 7-11 Proj cl Newspaper linage was :) heavy opening double spread was lowed in a week by a full pages third and fourth weeks by 250 lift then a full page four weekly ing tions of 250 lines and finally anoth full page Picks Up Steam ss During the New York Chic Los Angeles campaign Lewis Grad Grad explains demand grew so fast alle were shipping today's product product today But rapidly more machilei were added The market campaign just picking up steam when six mi New England areas were tackl once Then in June Kent went Philadelphia and southern New sey Baltimore and Washington the time national distribution completed in May 1953 KentriKentri been launched in 26 introdui campaigns of them multi ket L^/ternewspaper schedules scheduMlANeAGsEME SALES MANAGEME Check the new WBZ MAIL MAP _ against the areas where you want action in New England somewhat reduced but still w The heavy The opening opening amouncement became a full page and first fol low 1.50 1.500 lines A campaign cov- Managers cred eight weeks were plan mailed a typewritten Salesmes no longer were being borrowed But in each market their efforts were similarly thorough By September 1952 when distribu tian had reached 39 maio markets TV Kent took over from Embassy spons sorship of the mystery series Ae Web Sunday nights on by made The The switch was made by int.oducing int.oducing the Lorillard family of brands and now the new Kent 2 0. in April Kent launched a scrics of double spreads month- -in The American Weekly Life Newsweek New York Times Maga- Maga- ma morning as soon as New York papeis . spread ) easying easying the seven inges doctors what m antforking in shifts at three tables with ordinar tration of nicotine and tars against the doctors doctors doctors own brands brands thet with meeting che! hibit at the annualannual meeting of AMAand Old Gold some medical journals months of 1952 Kent was and rested at 20 doctors meetings 53 In 1953 its story is being told at of them To almost every doctor and dentist in the country mailed a gift box Lorillard has - Map shows where listeners zine The Saturday Evening Post Switched to Kent are and where they're This Week and Time . In Sep- laymens influenced to act tember 1953 Monday Morning But among doctors and Headlines broadcast Sunday nights cij over ABC radio stations started 310 5 to sell the new cigarette . These it's said Kent largely launched self Many in areas where the cij arette was not yet sold heard of campaigns it A survey that plots audience loca- magazine radio and TV and wanted to try Confronting continue would exclaim tion is a big help in buying Among Kent's media there's quite see promotion you've Even more helpful is a survey that a lot of inter Jonathan tist finally cut out smoking indicates action And that's Blake's smoke tests on The Web tient would reply No I've just Kt what the new WBZ mail are reproduced regularly in maga- switched to Kent Fe, exactly zines and purchase and now A bit of science may serve 26 e inap does and then a Kent magazine spread selling All Lorillard salesmen haya rt Cem appears on TV become testers map The is based on accurate ohare analysis of more than 100,000 The Test at Work One utes minute is for introduction pieces of mail Counties are shaded to indicate degree of penetration shown by intensity of mail returns A recent magazine advertisement reveals one reason why Lorillard salesmen have kept plenty busy A and request to borrow a smoker's CIBE explaining for explaining arette two minutes the the difference in filtration while ha test is being mad - ae nd then Check this new map with your New England sales picture and find out how important it is to tell your story on WBZ information get in For further touch with WBZ or Free & Peters picture sequence shows the smoke test as conducted in Davis Pharmacy Ridgewood N. J. by Kent repre- sentative J. 1. O'Hara Project 7-11 was still developing when someone happened to notice the difference in the color of smoke against the wall of a room as blown from Kent and another brand From results 1 An Outline of Smoke Demonstray Demonstray sizes that ducted at point locations jore as many observers as possiblex When a consumer has replied th" he would like to see the test THE Louillard salesman borrows one glas ~ cigarettes places this grew the rest idea and program the two white his glass~ Ar press conference at New and of front York's Waldorf Hotel 00 writes in them March 19 1952 week before first Brand and Kent advertising ead broke repo - rretpoertrerss Through a stem attached to blow smoke into their inverted glass he puffs smoke from were to asked ~ : beverageglasses turn them upside that brand He is careful to eatn BOSTON down on white paper and note the normal pu^ s and avoid excessi^ either re 50,000 WATTS difference in calor of the stain left by burning and ash formation on NBC AFFILIATE your cigarette and by Kent brand OT On Monday March 24 1.800 1.800 While the glasses remain ong ee the ape members of the General Practition paper the salesman asks if con of Americah Medical As- in server can see the difference Keh WESTINGHOUSE branch ers in Atlantic City Also of the smoke He shows that STATIONS whiter Inc saotctieantdiionng mw ee tre Lewis Gruber Har smake is cleaner and in 4o4t9he discoloration the WBZ W BZA KYW KDKA old Temple and Fred Storm North- of Lorillard vellowish derives from irritating tars - - WOWO KEX WBZ WPTZ- National Representatives Free & Fetcis ern States sales manager Jahn Grier and Alexander Kroll of moves and opens Kent's filter to except for TV for MBZ an WPTZan WPTZ Young & Rubicam and two local veal the tar deposit on its inner the NUC Spot Sales Lorillard salesmen On Wednesday He compares this with ewe Se al a blue white color of a whieiunite antis before it has been used Then he explains That is why can say that the Microuite fitch takes out considerably more innicotine and tais than other filter cigarettes- vet leaves in rich mild tobacco Na vor Against filter cigarettes the contrast would be even greater The Lorillard folks are somewhat shy about spilling sales statistics But in these 19 months the whole _ te busineas has soared has moved close to the top among them At this writing Kent's annual rate may approach five billion , or 250 million packs At 30 cents a pack the price varies with state and lozal taxes this means a retail rate of 75 million a year It means a manufac turer's volume taxes about 25 million Lorillard products are sold through 6,000 jobbers and other direct buyers to a total of about 1.3 million ^ .S. outlets Of these 00,000 are non- machine Some 60 m outlets or nearly 500,000 - now carry Kents Coming Easterners Learn to Sell Western Living Is there an idea for your sales training in Sunset megazine's approach in Sales Monogement December 15 Among all the types of cigarette - outlets cigar drug stationery and department stores to restaurants diners and gasoline stations Two now sell nearly half of all cigarettes Food stores do 30 and vending machines 16 Thus far Kent has made out well in food stores especially the big carton super markets But it is just getting going in vend ing machines Until now vending machines could carry only a few standard brands Today however manufacturers are introducing machines to vend cigarettes at two different prices ing it possible for premium brands to be included Even then of course most brands Ro -among the odd brands of cig : arettes now widely sold can't > be carried But the Lorillard folks are seeing to it that more and more machines will disgorge Kent "ot After all .. haven't a lot of 3, sinokers proved to their own health and satisfaction that they trait it annie The End DECEMBER 1. 1953 TOWERHEIGHT | XXX KA OMX fA XXv7 CXWY f.\ eo} te <> os) x! BORER XX OXK X eA KKK RESULTS coming to WTAR JANUARY FIRST Our new 1049 tower and 100.000 walls power will give advertisers the only total primary coverage of America's Miracle NorfNo orl fok lk Portsmouth Hampton Warwick Newport News and contiguous creo of Tidewater Virginia and North Carolina Within Grade 1 Within | Within Grade Grade Grada Band and Grade & | 100 m Lin Population 784.690 5 1.156.000 1.800.400 Eloctiva Duying Income | 3.073.371.850 1.415.108.000 1.415.108.000 12.040.385.800 12.040.385.800 Retail Sales 702.570,950 |1919.335.950 11.408.713.050 11.408.713.050 Families in Area 207.825 295.839 419,335 Doin from SALES MANAGEMENT'S Survey of Buying Power May 10 1953 anes Norfolk 109