GfK Roper Public Affairs

Case Study: Altria - Strengthening Reputation

Understanding key constituencies to strengthen relationships and leadership reputation.

Client Challenge:

Altria, previously known as Philip Morris, sought to strengthen their reputation within the agricultural community and improve the dynamics of what had long been an adversarial relationship between farmers and buyer companies, such as Kraft and Miller Brewing.

Research Approach:

The corporation turned to GfK Roper Public Affairs to design a research program that explored issues of mutual concern to farmers and consumers. The environment, food safety and biotechnology were among the topics covered in telephone interviews with both constituencies. Findings were then shared with media and a number of agricultural groups, helping to facilitate an understanding of how close or far apart consumer and farmer opinions actually were.

Outcome:

In addition to providing insight into farmers' views, the study enabled Altria to provide the agricultural community with accurate intelligence regarding consumer needs and attitudes driving market demand. According to Katherine Trent, director of agricultural relations at Altria, the research "...helped us shape the entire focus of the Shared Solutions program. We have used it to develop great relationships with ag groups. For all these programs we've worked on, that research has been the basis of it." Altria conducted a round of follow-up research and found that corporate objectives had been met and the company had shored up its reputation as an agricultural-based consumer products group.