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AV LAV AV BACKGROUND: Daring the introduction of Red Kamel, additional opportunities fo improve Camel presence became evident in #e Lan Franeieco proper. 1. Consumer Subcultures © Alternative Life Style Ct (oon © International Influence © Rebellious; Generation X Ps © Street People - More Applicable to Doral (o” 2. Camel has a higher share than in the general Marketplace. This was congictent in calle where we had the elements of presence/distribution and where we didn’t Prag densa weiae wists Gall thins Cite HE: © Haight Achbury - 22.6% SOM - Not SOC eects neat CocoaceeS ®© Castro - 10.5% © Downtown Metro - 7.90% © Northern California Region - 7.70% (AIM 12/30/9. a rn eo, Zztt zests y ‘ a vs rN rN y i A aS : : 3 5 -2/28/96) 3. Consumers shop in traditional small foods and liquor but there are additional types of retail outlets ® head-shops © smoke shops(not Cigarette Outlets) papas ge magopnten kad aligy edspheoatio 4. Market is fractured ® higher # of outlets apa Cee apt jo foe © volume base significantly below RJR call standards due to store density ® collectively massive volume - untrackable and unreachable with traditional structure (back ‘uy Canny, nsmticcrtiy Bits > 5. Current Environment © minimal Camel Presence © minimal product availability © minimal display © No MA $$ Ge cert coors hf

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