PHILIP MORRIS
INTERNATIONAL

 

TRAINING USE ONLY

Strictly confidential - For internal use only

 

 

INDIAN CIGARETTE MARKET BY LENGTH 

KS 84 mm (7.3 bio units)

      





(115er I

Perceived premium product

a Longer filter
0 SEC -Predominant y 

 

 

 

 

 

 

 

Perceived value for money .
Shorter filter . i:
0 SEC - Predominantly ?rm, 

SMOKING KILLS

 

 

PF 64 mm (0.5 bio units)

0 Perceived value for money
0 Shortest filter
0 SEC - Predominantly 

 

 

A, I
- h. 

INDIAN CIGARETTE MARKET BY FLAVOR 

LTN (2.76 bio units)

0 Smooth taste
0 Easy to draw

 

 

FF (17.1 bio-unit's) 

gar-emu 
:an

  

0 Strong taste
0 Strongerdraw

 

 

   

 

 

 

E:

r-2(

0 Uniquetaste II
. as well 

FLAVOURS (0.7'9 bib 

    

SMOKING HILLS

   

 

INDIAN CIGARETTE BY PRICE 

KS (7. 3 bio units) . . ii . .
INR 9/10 per stick a 
lNR170/pack INR 190/pack

 
 
   
  
 
 
  
   



 

mm,

 

 

RF (10.5 bio units)

0 INR 6/7 per stick
0 INR 50/pack INR 70/pack

PF (0.5 bio units)

0 INR 3/4 per stick
0 INR 30/pack INR 40/pack

 

SO LETS TALK ABOUT MARLBORO



 

 

MARLBORO AROUND THE WORLD 

INTERNAHONAL

 

Marlboro is sold in over 180 countries around the world

 

    

MARLBORO N0.1 BRAND IN THE WORLD 
INTERNATIONAL

. 
. r, 1' $521.91, . 
7-1Jr??in?: 
my letter . 


 
 

Pall Mall
Kent
Dunhi?
Bond Street
Viceroy
Camel
Philip Morris
Chester?eld
LD
Parliament
Lark

 
    
 
 

 




. In 1970, Marlboro became the World?s No. 1 selling cigarette

- A spot it holds to this day

 

HISTORY OF MARLBORO a

INT RNATIOBAL

711?." .
0 WIN to 1954, Marlboro was a woman?s Cigarette.

Marketed as ?Mild as May?

I

w"

 

MARLB 0 RO
?Wh?y



1.The Marlboro Mai

 

to increase share, PM made a bold move.

Introduced a new positioning
The for flavor.

Marlboro is a story about with values like:

m? lm? in fikr?mlrr. Harm. fig-but Im (In!
A fun-2r that mums mammh uir m" .u
Bel 5 La, And. ?ip-luv bu that cull:- iwl nyu



 

 
   

MARLBORO FAMILIES Emmi

 

 

In 2008, Marlboro revamped introduced the new architecture

 

 

 

MARLBORO FLAVOR RR

INTERNATIONAL

Flavorful smoking satisfaction

   

      

 
 
  

"l 
Marlhuruj. 





MAN 

- 

\lnl'lh?rn
5W

 

 

the original smooth toote.

3 GOLD NOW. 1 ?was

.
. . $35k

 

  
   
  

MARLBORO GOLD is the modern
brand that delivers or 
taste and refined smoki ?sifi:
projects a 
supports social FT 

  

 
  
 
 

 

MA RLB 0R0 OLD 
Fine, Balanced smoking pleasure





 





    

   
   





PINE IDUUH



1m}

      
  
 
 

 

 

 

 
 

 

l?l" .
Morld of smooth an: . 

. 
.5.



  





- now. 

I 1 I 

 



Il?, .

'f

MARLB ORO is

ether?gpovation leader' In the



refreshing taSte segment. It

c?ontinuaily provides new
tastes and new ideas through



l? 



..
Jag}:
.


.

*ts recognized expertise.



 

 

MARLBORO FRESH 

BITE RVATIONAL

 

FRESH: Fresh taste sensations

 
  
  

  


i? .
.
. 
.

  
      
    
 

 

JCE Elf?" 
MENTHOL 8196!me 

?mu. bO?tht-o?fl?h 'm 
I?vtcw 3f.

 

Marlhu Marlhn 

 
 
 

atnc nausea. ulna uu?--uctnx .
[ct It": 1! 
4II<cu :t ?a 

 
 

[21531. BUHD

BL H5 

   

LEREKCK NEVER. ?46.
RPOTELSI Dr'h?l: DAM Jr'u?. 

 

 

 

 

MARLBORO IN INDIA

 

A,
-w h. .

MORRIS
INTERNATIONAL

 

e:

16

 

 

PHILIP MORRIS

FLAVOR FAMILY I 

Marlboro Red

  

Crafted from superior tobaccos

  

hum-Mu .


?n - I?buu'nq ..

      

Delivers an authentic rich flavorful smoking experience




?in
t;


g?n'


 

Marlboro Red
Pack Size 20?s 10?s

 

 

 

 

 

Pack Price Rs.170 Rs. 85

 

 

17

 

FLAVOR FAMILY
Marlboro Clove Mix

Finest cloves blended with..

International quality tobacco to give a
unique smoking experience

 

 


I-

PHILIP MORRIS
INTE RNATTONAL

 

 

Marlboro Clove Mix

 

Pack Size

10?s

 

 

Pack Price

 

Rs. 85

 

 

18

 

SMOOTH FAMILY 13mm}: was
- INTERVATIONAL



FILTEFI DIGAHETTEB

an 
in

Finest quality tobacco to give a - 
Mar?mru

 
 

-
Illwm hugl-hmqwum mm
nu. m-?uu ?mm? .. n.

  



TOBACCO CAUSES CANCER

 

 

 

Marlboro Gold Original
Pack 20?s 10?s
Size
Pack RS170 Rs. 85
Price

 

 

 

 

 

 

19

 

SMOOTH FAMILY

Marlboro Gold Advance

- Delivers a smooth and a well balanced taste

- Uses the Dual Smooth Flo filter

TOBACCO CAUSES CANCER TOBACCO CAUSES CANCER

 

A. I
u.

PHILIP MORRIS
BYTE RNATIONAL

 

 

r,



,1 

 

 

 



Marlboro Gold Advance
Pack Size 20?s 10?s
Pack Price Rs.170 Rs. 85

 

 

 

 

 

I ?vii-r
Wt? 

20

COMPETITION

 

 

 







1?

vi




4 ?la
.21.

SMOKING KILLS SMOKING 

 

.. .5: . 
., 47

2" 

.434 

it ?at 



SMOKING KILLS SMOKING KILLS

 

PHILIP MORRIS
RNATIONAL

 

 

 

 

All length brands that do not belong to or GPI are classified as competition

 

 
  
 

PHILIP MORRIS

WHO IS 

   

tun-um 



i 

?my" -Mmu




QE

MARLBORO RED

 

22

 

BENSON HEDGES RED

 

PHILIP MORRIS

WHO IS INWAL

 

FILTER CIGARETTES mum?Walk
wit 

 

up.

SMOKING KILLS

GOLD FLAKE BLUE

 

MARLBORO GOLD ORIGINAL

23

   

SMOKING KILLS

BENSON HEDGES BLUE

 

WHO IS Rm

wl


'1th


lass/c -

 

      

 

 

 

FULL-.5

CLASSIC BALANCED TASTE MARLBORO GOLD ADVANCE

24

 

     
 

WHO IS 

INTERNATIONAL

  

I 
?Vhlhuhlnu?w.

?gingham

mm

 




 

GUDANG GARAM MARLBORO CLOVE MIX

25

 

 

PHILIP MORRIS

WHO IS I 

  
  

1'
5.


f.



f7



CLASSIC MENTHOL RUSH

 

MARLBORO BLACK MINT

CLASSIC NY TWIST 26

 

 

WHO IS Rm

INTERXATIONAL

If only uni-variant product trial is being conducted, then the product would be
given for trial to all competition KS smokers .

27

KNOW YOUR PACK

 

PHILIP MORRIS
EVTERNATTONAL

 

 

40% GHW



:3 .-




.51:
TIE

 

Consumer contact no.

in case of grievances

Bottom Panel

 

IDate of Manufacture

-Best Before:
-MRP in Rs
-Codentify?

 

 

INTERNATIONAL

 

KNOW YOUR MARLBORO

29

 

 

KNOW YOUR MARLBORO Rm

WTEBNATIONAL
Marlboro is designed using the world?s finest tobaccos carefully handpicked by
experts from around the world - Latin America, the USA, Africa the Mediterranean

region. Just like Darjeeling is popular for tea, these countries are known for the best

produce of tobacco in the world

0 364 visual checks are performed on a Marlboro pack. Because we don?t believe in

quality at first sight. Pleasure and quality. It?s a Marlboro.

 

 

 

KNOW YOUR MARLBORO Rm

INTERNATIONAL
There are more than 100 tobacco quality grades in 50 combinations, grown in

thousands of acres of land in four continents to produce a Marlboro

We only use the top 5% of the world?s tobaccos which have the right color, aroma,

flavor and ripeness.

 

 

SCIENCE BEHIND THE BEST 

INTERNATIONAL

 
  
 
       
  
 

offee the 

arc the 

*Hi I

_?=Filtered Water

Tobacco

32

 

 

One of World?s Best Kept Secrets! 

LNTE RNATIONAL

Only 2 people know the

secret recipe to ?Coca Colo?!

Only SpeOple know the

secret recipe to Marlboro!

  

9
unly 2 people know the

secret to 11 spices and Herbs of 
To hand down perfection from generation to generation is an exclusive privilege

 

33

 

 

DTE RNATIONAL

 

WHAT WILL YOU DO 

34

 

 

MARKET INSIGHT PROGRAM- WHAT IS IT quELgliLQ?

0 Market Insight Program functions at the
Point of Sale Cigarette Shop
0 A platform for the brand Marlboro to

generate insights from LAS (Legal Age
Smoker) by finding out his taste and brand

 

preferences through product trial, interaction

andfeedback

    

WHAT WILL YOU DO ?flf?i?iligg?gf

0 You will visit different POS
everyday to conduct the Market
Insight activity

0 Meet new retailers, new LAS at
new outlets everyday

Take feedback on the brand on

test products by filling the logbook

during your interaction with LAS

 

 


Lur' 1-

YOUR ROLE IN MI ACTIVITY Wm

INTERNATIONAL

Be at the POS?point of sale (cigarette shop) 
Be the face of the Brand well groomed,
confident well prepared

0 Interact with the LAS at P08

 

0 Communicate brand message through
engagement tool and offer test products to
the relevant LAS

0 Collect feedback in the log book 
engagement tool as per guidelines and
compliance

0 Submit report to the supervisor after the

activity every day

 

 

. I
in NI-

QUALITIES OF A GOOD FWP ERIE

0 Be well groomed
- Hair properly cut, spiked gelled
Uniform clean, ironed, t-shirt tucked in
Nails properly cut
- Clean shaven everyday
- No fancy accessories while on work

- No lockets, ear studs, fancy rings, bracelets etc

0 Be punctual

 

Report on field on time

Report back from breaks on time

 

QUALITIES OF A GOOD FWP 

0 Honest
Follow the right approach

- Don?t be misguided by external influences

Accurate

Provide correct information report at all times

0 Proactive
- Act quickly to increase efficiency of the activity

- Discuss/ report issues quickly to the supervisor in

 

order to resolve them

 

AT THE MEETING POINT

 

I BE WELL GROOMED 

 

 

MEET YOUR

 

 

 

-w in -

PHILIP MORRIS
INTERNATIONAL

 

 

 

TAKE OUTLET
INFORMATION

 

TOOL

 

 

SUPERVISOR AT PRACTICE SCRIPT
MEETING POINT 1 ?5 DELIVERY AT THE
HOUR PRIOR TO THE MEETING POINT
ACTIVITY
TAKE TEST
PRODUCT, LOG PROCEED TO
BOOK ACTIVITY OUTLET

 

 

 

AT THE OUTLET 

 

 

 

 

 

 

 

 

GREET THE APPROACH LAS 
FIRM HANDSHAKE SUPERVISOR ACTIVITY AT POS
COLLECT LAS COORDINATE WITH
FEEDBACK ON THE SUPERVISOR FOR
TEST PRODUCT IN QM TEST PRODUCT AND
THE LOG BOOK ANY OTHER ISSUE

 

 

 

 

 

AFTER THE ACTIVITY

 

 

 

 

 

 

PHILIP MORRIS
RNATIONAL

 

 

 

SUBMIT BALANCE
TEST PRODUCT 
TO SUPERVISOR 

 

 

 

SHARE ANY UNIQUE
FEEDBACK OR QUERY
WITH SUPERVISOR IF

FACED DURING THE DAY

 

MEET
SUPERVISOR AT PREPARE AND CHECK LOG
THE MEETING YOUR DAY REPORT
SUPERVISOR
POINT
I- 

COORDINATE FOR
NEXT DAYS LOCATION
AND MEETING POINT

WITH SUPERVISOR

 

 

HOW TO ENGAGE THE LAS

Greet the LAS seek permission to interact
- Approach LAS post his purchase of cigarette
- Good morning/evening sir, can I take a minute
of yours
0 Check for legal age 18+
- if in doubt please ask for valid age prbof (PAN

 

card, DL, Voter ID other govt. approved id)
0 Check for smoker status
- Sir do you smoke If yes, which brand 
0 Fill the log book

0 Showcase engagement tool game AV (if

using engagement tool) else use Engagement

 

Tool

 

HOW TO ENGAGE THE LAS 
Engage the LAS with engagement tool
provided
0 Communicate the key messages
0 Fill log book
- Take LAS details age smoker status)
- Take LAS feedback

- Get the declaration signed

0 Offer test product to LAS

 

0 Thank him for his time

HOW TO FILL THE LOG BOOK

The log book is your most
important tool

0 Information in the log book must
be filled correctly

0 Make sure all the necessary
columns are filled

0 Declaration Signature of LAS is
compulsory

0 Do not handover log book to 

fill it yourself

 

. 

PHILIP MORRIS
INTERNATIONAL



"In 

 

 

 

 

 

 

may hilt-In man, ?up

 


?mu-down?
El

0 ?lg. "Palm

 

 

I 2 a a I
mum Inn-cu Im-Il menu-u lliih?
Iran-n dull mall-II .l-I ulna-l

I 4

 

 

 

 

Maugham?--
Mun-aq- nuiu?g?p?qu-aah?n
minim

 

HOW TO HANDLE AN ENGAGEMENT TOOL

INTERNATIONAL

 

In case there is a possibility of the engagement tool getting wet, cover it

Do not handover the engagement tool to anybody except supervisor

Incase of any difficulty faced in operating the engagement tool, FWP to

Inform both supervisor operations manager

Do not entertain any unknown person claiming that they are from IPM or

Agency; the FWP /Supervisor must ask for his identity proof

Do not accept any business card; only a photo ID proof issued by the

organization can be considered as a proof for validation

Post activity handover engagement tool to supervisor

PRESENTATION FLOW

KEY CE MESSAGE
OBJECTION HANDLING
WHOM TO APPROACH
COMPETITION

RULES TO ABIDE BY
UNIFORM AND KIT

 

PHILIP MORRIS
INTERNATIONAL

47

 

KEY MESSAGE 
Marlboro Gold Advance

0 Stylish International Pack

0 Highly advanced stick, with a unique Smooz?hF/oTM filter technology

0 Smooth smoking experience and balanced taste

0 Finest blend of Virginia tobaccos

 

OBJECTION HANDLING Rag.

 

1.

Why do I need to sign the
feedback form?

As per our company policy we do not give our test products to
minors or non smokers. This activity is restricted only to adult
smokers 18 years of age and over. This is only a verification
procedure to ensure that you are above 18 years of age and that
you are a smoker.

 

I do not wish to provide you
my details i.e. name, age
and smoker status?

is important to give the details mentioned in the form

 

I do not want to sign the
Declaration form?

I?m afraid, you would not be able to take part in the activity

 

quality is not
consistent

It is the presence of Contraband Counterfeit products that
lead to inconsistent quality perceptions. India made MLB
delivers consistent quality- after having gone though 1500
quality checks. I encourage you to look at the bottom panel of
the pack for the 12?digit Codentify number which will help you
check the authenticity of the pack.

 

 

 

Is this a limited offer pack?

 

No, this is not a limited offer pack and will be available at all
outlets in the market

 

49

 

 

OBJECTION HANDLING - MRI,

 

 

 

 

6. Marlboro is not fresh? All packs of Marlboro have the date of manufacture and the
Best Before date on the bottom panel of the pack. Please
always refer to this panel before purchasing any variant of
Marlboro

7. Will the other Yes, other Marlboro variants will still be available.

variants/flavors of Marlboro
be still available?

8. Is Marlboro made in India Yes, to enable us to provide you with the freshest possible
product. The Tobacco and packaging materials are imported 
and it is manufactured by GPI

9. Is it less harmful There is no such thing as a safe cigarette. If you are 

 

 

 

concerned about the health effects of smoking, you should
quit 

 

50

 

Who is Marlboro for 

 

TARGET LAS mm?

 

 

 

COMPETITION

    

 

SMOKING KILLS SMOKING KILLS

    

 

Lin'n?A-


?is: I

 

OJ


CD


k155i?



a


SMOKING KILLS

  

 



Wm?

SMOKING KILLS SMOKING KIL LLS

 

?bx?
- I

SMOKING KILLS

 

SMOKING KILLS

 

PHILIP MORRIS
INTERNATIONAL

    

Classic 
E.-



SMOKING KILLS

All ZKS length brands that do not belong to IPM or GPI are classified as competition

 

DO NOT APPROACH mm?

0 Anyone under Legal Age of 18 
Non-smokers 
Problematic customers

 

 

AND Eflff??li?95?i?i?
0 Do Not's
- Do not approach MINORS
- Do not approach NON SMOKERS
- Do not say this is a or 
- Do not use Mobile phone during working hours
- Do not allow anyone to click any pictures of you
- Do not disclose information to people claiming to be employed by Agency/IPM.

- Do not conduct product trial for IPM and GPI brand smokers

Do?s

If you have doubt about LAS being under 18 years of age. Do check for a physical ID.

Approach Adult smokers only after purchase of stick/pack of competition brand

If anyone wants a picture or any confidential information, please contact your Superviso

immediately. You must not share any information until confirmed by Supervisor

 

Always stand at P08 while conducting the activity

 

FIELD WORK PERSONNEL - ROLES AND
RESPONSIBILITIES ?mg

0 Highly presentable appearance, dressed in complete uniform T-shirt, Trousers,
ShoeS,BeH

0 Target only premium adult smokers who are smoking competitor brands
0 Be punctual (reach venue 1 hour before start Of activity)

a Able to communicate professionally with LAS on product/brand

0 Complete uniform and engagement tool to be carried along

0 Request for change in outlet if low footfall

 

SUPERVISOR - ROLES AND RESPONSIBILITIES ?it

Fluent in script and Objection handling

0 Able tO revise script and brand knowledge (dates, portfolio) with FWP

members everyday

0 Ensure FWP members adhere to break timings

0 Ensure FWP members have complete uniforms and engagement tools in
gOOd condition, with all elements present

0 Ensure FWP members are well groomed

0 Visit FWP frequently and mark attendance, take feedback
0 Audit stocks Of the FWP during visits

Proactively change outlets if required

THANK YOU