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Before becoming an international consultant and President of the Twin Cities based Small Emerging Growth Companies (SEGC) organization, Peter Beaumont advanced his intrapreneurial career by seizing opportunities in Bahrain with Philip Morris and was swayed by a surprise offer to return to Coca-Cola.

You will hear how his father’s Victorian background and service in the Indian Army during WWII influenced how Peter raises his three children. How did sports help Peter and his family acclimate to this international community? How did he develop a social infrastructure? What were the pros and cons of the social activities?

We travel to 6 Gulf Countries in our conversation to hear about the Marlboro Rally Team: Bahrain, Saudi Arabia, Kuwait, United Arab Emirates (UAE), Qatar, and Iman. We also talk about his vacation hot spot, working with 16 different nationalities, and where he invested a media budget of $50M. How did motor sport racing increase awareness and cigarette sampling? Download

You might remember the popular image to Marlboro filtered cigarettes, the Marlboro Man. A rugged, untamed, hardworking cowboy counters the filtered cigarette image, considered feminine. The character was created by Leo Burnett in 1954, and was used until 1999. The advertising campaign made them cool and attractive to men. You will hear the details of how Peter cleverly worked with his marketing mates to expand the United States branded character to sell Marlboro cigarettes in the middle east. You will become familiar with an indirect marketing approach and two other images that people recognized as the Marlboro brand. Discover who was Marlboro’s biggest competitor overseas in 1983.

Peter’s intrapreneurial journey will bring you into Israel where Coca-Cola overturns a 22-year boycott. This creates a huge opportunity for Peter and his mates to start a new division of coke products by scratch. They even produce a division manual for training from their inventive work.

Solid relationships in life open new avenues to expand your lifework. Peter is a great example of this. Take advantage of this meaningful conversation! Travel the middle east with us as you listen.

Mentoring Tips

After listening to our conversation:

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Mentoring Conversation Resources

• Part I of Peter’s Journey
• More about the Arab League Boycott.
• Intrapreneurship (first used in 1978) is the act of behaving like an entrepreneur within a corporation. It is the act of being a corporate risk taker

Intrapreneur to Entrepreneur: Peter Beaumont’s Journey, Part II    Episode 141    Peter Beaumont, ConnXN