Daily Doc: BAT: 'Competition from Cannabis, Glue Sniffing, Heroin'
Daily Doc: "Competition from Cannabis, Glue Sniffing, Heroin"
Title: Structured Creativity Group Presentation
BAT
Bates #: 102690336 - 102690350
February 22, 2001
This document, written by D.E. Creighton of the British American Tobacco Co, states that tobacco products could expect "competition from Cannabis, glue-sniffing and possibly hard drugs--heroin and cocaine," and immediately after that, "We must find a way to appeal to the young." It also frankly admits that the pharmacological action of nicotine is the main motivator for smoking, and says that they were "disappointed" in their smokers because they failed to buy twice as much of their product after the company cut the nicotine deliveries of their cigarettes in half. "
CITATION
Title: Structured Creativity Group Presentation
Author D.E. Creighton, British American Tobacco Co.
Date: N/A
Site: U.S. Centers for Disease Control (CDC) Tobacco Industry Document Site:
http://www.cdc.gov/tobacco/industrydocs/index.htm
Page Count15
Bates No. 102690336 - 102690350
URL: http://outside.cdc.gov:8080/BASIS/ncctld/web/mnimages/DDW?W=DETAILSID=1137
QUOTES
Future Market Trends, Directions, Constraints and Opportunities
6. Competition with Cannabis, glue sniffing and possibly hard drugs - heroin and cocaine. We must find a way to appeal to the young...so that the product image, and the product will satisfy this part of the market. The Cigar and Pipe market has an "old" image. Cigarettes will follow as something "my Father and Grandfather did" unless we are careful.
9. Additional contraints on delivery to include Cyanide, Acreolin, Acetaldehyde, Heavy Metals, Nitrosamies, Nitric Oxide and benzopyrene.
10. Nicotine classified as a scheduled poison and sold "on prescription only" to registered users.
Current and Development of Consumer Needs, Attitudes and Segments
4. High on the list of consumer needs is nicotine, which I believe to be the main motivator and sustainer of smoking behavior. Without nicotine in sufficient quantity to satisfy the needs of the smoker, the smoker can (a) give up altogether, (b) cut back to a low purchase level, (c) keep switching brands.
...The worried/concerned smoker shows little brand loyalty and is likely to give up anyway. The target market is therefore, the hard core and those that can be recruited to join it....
Current and Future Product Trends, Needs and Opportunities
1. As suggested earlier, high on the list of product requirements is an adequate level of nicotine to sustain the smoking habit. Smokers have a nicotine threshold below which it is ineffective (in my case this is a traditional product with no less than 1.2 mg nicotine when measured by standard machine smoking.) Such nicotine thresholds will vary with different consumer segments, but for the majority of smoker who buy cigarettes and smoke the regularl levels of nicotine below 1.0 mg. standard delivery will be unsatisfactory. ...
6. I would also expect longer filters and shorter tobacco rods.
7. Smokers will be weaned gradually. This is a way to give satisfaction in smoke at overall lower delivery, whilst maintaining price....
Conclusion
...My thesis is that smokers are very important people to us and they should be given when they want, within the law....We have tried the low delivery product route with limited success. This might be because the nicotine in such products is below the pharmacological threshold of effectiveness. Smokers have dissappointed us in that they have chosen not to smoke twice as many 10mg cigarettes if they changed frm 20 mg products. Thus in order to reinforce the primary pleasures of smoking, I have proposed to make it easier for smokers to take what they want from a cigarette which might well have a low delivery when smoked by machine which overcomes current legal constraints to enhance the sensations from the first few puffs.
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