[' ', 'DATE:', 'May', '24,', '1999', 'TO:', 'Field', 'Sales', 'Force', 'FROM:', 'Craig', 'A.', 'Johnson', '/', 'Senior', 'V.P.', 'Sales', 'SUBJECT:', 'tail', 'rs', '—', 'Competitive', 'Si', 'ifigati', 'Over', 'the', 'past', 'few', 'weeks,', '|', 'have', 'recelved', 'numerous', 'questions', 'from', 'our', 'customers', 'and', 'our', 'sales', 'personnel', 'regarding', 'the', 'Retail', 'Leaders', 'guidelines', 'for', 'placement', 'of', 'competitive', 'price', 'call-outs', 'and', 'temporary', 'POS', 'signage.', 'Given', 'the', 'escalation', 'of', 'price', 'promotion', 'activity', 'in', 'the', 'industry,', 'many', 'retallers', 'are', 'looking', 'for', 'guidance', 'on', 'how', 'they', 'can', 'communicate', 'promotional', 'offers', 'to', 'their', 'consumers', 'while', 'maintaining', 'the', 'elements', 'of', 'our', 'Retail', 'Leaders', 'agreement.', 'The', 'intent', 'of', 'this', 'document', 'Is', 'to', 'clarify', 'these', 'guidelines,', 'Competitive', 'price', 'call-outs', 'are', 'always', 'allowed', '(365', 'days', 'per', 'yeer)', 'at', 'all', 'jevels', 'of', 'Retail', 'Leaders,', 'including', 'CPL3,', 'if', 'the', 'following', 'criteria', 'are', 'met:', 'a.', 'Competitive', 'price', 'call-outs', 'are', 'signs', 'where', 'the', 'competitive', 'brand', 'name', 'or', 'logo', 'represents', 'no', 'more', 'than', 'one-third', 'of', 'the', 'total', 'size', 'of', 'the', 'sign.', 'The', 'remaining', 'two-thirds', 'of', 'these', 'signs', 'are', 'used', 'to', 'communicate', 'a', 'pricing', 'message.', 'b.', 'The', 'placement', 'of', 'competitive', 'price', 'call-outs', 'do', 'not', 'interfere', 'with', 'Philip', 'Morris’', 'visibility', 'in', 'the', 'store.', 'Competitive', 'price', 'call-outs', 'can', 'be', 'placed', 'throughout', 'a', "store's", 'interior', 'and', 'exterior', 'including', 'on', 'the', 'industry', 'fixture', '(in', 'the', "retailer's", 'choice', 'area)', 'or', 'retailer’s', 'choice', 'fixture.', 'Retailers', 'may', 'place', 'permanent', 'frames', '(sign', 'holders)', 'on', 'all', 'fixtures', 'to', 'feature', 'price', 'call-outs.', 'When', 'calculating', 'PM', 'share', 'of', 'signage,', 'price', 'call-outs', 'are', 'excluded', 'from', 'the', 'calculation.', 'Competitive', 'temporary', 'equity', 'POS', 'Is', 'allowed', 'at', 'all', 'levels', 'of', 'Retail', 'Leaders,', 'including', 'CPL3,', 'provided', 'that', 'these', 'signs', 'are', 'not', 'in', 'the', 'store', 'for', 'more', 'than', '30', 'days.', 'Competitive', 'temporary', 'equity', 'POS', 'includes', 'any', 'signs', 'that', 'feature', 'a', "competitor's", 'brand-specific', 'name', 'or', 'logo.', 'Competitive', 'temporary', 'equity', 'POS', 'is', 'not', '“temporary”', 'if', 'the', 'sign', 'changes', 'to', 'a', 'different', 'competitive', 'equity', 'POS', 'sign', 'the', 'following', 'month.', 'Example', '4:', 'A', 'temporary', 'equity', 'Koo!', 'sign', 'that', 'is', 'replaced', 'with', 'a', 'different', 'temporary', 'equity', 'Kool', 'sign', 'the', 'following', 'month', 'is', 'pot', 'acceptable.', 'Example', '2:', 'A', 'temporary', 'equity', 'Camel', 'sign', 'that', 'is', 'replaced', 'with', 'a', 'temporary', 'equity', 'Winston', 'sign', 'the', 'following', 'month', 'Is', 'not', 'acceptable.', 'However,', '@', 'temporary', 'equity', 'sign', 'during', 'one', 'month', 'that', 'is', 'replaced', 'with', 'a', 'price.', 'call-out', 'the', 'following', 'month', 'is', 'acceptabie.', 'Competitive', 'temporary', 'POS', 'can', 'be', 'placed', 'throughout', 'a', 'store’s', 'interior', 'and', 'exterior', 'including', 'on', 'the', 'industry', 'fixture', 'or', "retailer's", 'choice', 'fixture.', 'Retailers', 'may', 'place', 'permanent', 'frames', '(sign', 'holders)', 'on', 'all', 'fixtures', 'to', 'feature', 'temporary', 'POS.', 'However,', 'retallers', 'must', 'provide', 'PM', 'with', 'a', 'competitive', 'visibility', 'advantage,', 'including', 'temporary', 'signage,', 'as', 'stated', 'in', 'the', 'Retail', 'Leaders', 'agreement.', 'Signage', 'placed', 'In', 'shelf', 'channels', 'is', 'always', 'permissible,', 'provided', 'that', 'the', 'signs', 'do', 'not', 'exceed', 'the', 'length', 'of', 'the', 'shelf', 'or', 'the', 'height', 'of', 'the', 'channe!', 'designed', 'to', 'hold', 'brand', 'strips.', 'This', 'signage', 'should', 'not', 'be', 'included', 'in', 'the', 'caiculation', 'of', 'PM', 'share', 'of', 'signage.', 'Competitive', 'permanent', 'signage', 'is', 'permissible', 'in', 'all', 'levels', 'of', 'Retail', 'Leaders', 'except', 'CPL3.', 'Please', 'be', 'sure', 'that', 'you', 'and', 'each', 'person', 'in', 'your', 'organization', 'is', 'clear', 'on', 'the', 'information', 'which', '|', 'have', 'provided.', 'You', 'may', 'direct', 'any', 'additional', 'questions', 'or', 'concerns', 'to', 'your', 'immediate', 'supervisor', 'or', 'a', 'member', 'of', 'the', 'Trade', 'Marketing', 'department.', '|', 'continue', 'to', 'believe', 'that', 'all', 'levels', 'of', 'Retall', 'Leaders', 'provide', 'a', 'significant', 'opportunity', 'for', 'retallers', 'to', 'grow', 'their', 'business', 'by', 'featuring', 'and', 'promoting', 'the', 'brands', 'of', 'all', 'manufacturers', 'In', 'the', 'tobacco', 'category.', 'TPLZ', '61OCS']